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When Offline meets Online
2/3/2016 © 2015 2
Your customers transact in so many different ways
2/3/2016 © 2015 3
Leaving behind transactional data that is
stored in compartments
Offline CRM Email Mobile App
Clickstrea...
Work the magic of data
Customer
One-view
TV
The combination of
channel, time, creative that
drives people to your
website
...
Let’s Deep Dive
TV
Measuring the impact of TV ads on
online business transactions for a leading online
furniture brand
Infotainment
channels have the
best performance
during 4PM slot.
TV
Works!
2nd spot Ad
is more
effective
than 1st spot
Ad
...
Latency of weekend Ads
Latency of Ads on Friday evening till Saturday
is very evidently visible on Sunday from 10 AM
to 1P...
ImpactofTVonFacebook
&Email
2/3/2016 © 2015 9
ROI with Second Screen Engagement…
30k Daily Visits
1000 Conversions
$2500 Avg.
Order Value
2/3/2016 © 2015 10
Let’s Deep Dive
Call Centre
How a leading Insurance company in India used
online behavior data used to influence offline
customer transactions
Policies
seen?
Bought
earlier?
Last
activity?
City?
Repeat
visits?
Time
spent?
Over 30 online behavioral attributes drive ...
 Visited site 5 times in last one
week
 Made 3 visits to a specific
insurance plan
 Filled up the enquiry form
 Was re...
User BPriority Call Back  Visited once 3 days back
 Dropped off from the home page
 Was researching multiple
insurance ...
User scoring mapped with call center disposition
data
Lead Score Bucket: 0-2.5 Lead Score Bucket: 30+
Users with Lead scor...
Let’s Deep Dive
Onsite Personalization basis
Next BestAction
Onsite Personalization helps a leading bank meet
offline customers across online channels
Engaging with existing customers: Across channels with personalized
offers for ‘Winter-Carnival’
Personalized ad-banners a...
Website Personalization Impact – 4x Jump in
CTR!
Generic Home Page Offers
–CTR of 0.4%
Personalized Home Page
Offers – CTR of 1.6%
 Unique offers personalized for each CRM ID based on NBA
recommendation
 More than 25% of all homepage visitors in 3-day...
When Offline meets Online2/3/2016 © 2015 23
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How to combine Offline and Online Marketing

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Your customers interact with your business in many ways. It may be your offline channels or Online. They leave behind transactional data that is stored in your marketing compartments. Here is how you make sure you don't bombard them with different messages in different channels

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How to combine Offline and Online Marketing

  1. 1. When Offline meets Online
  2. 2. 2/3/2016 © 2015 2 Your customers transact in so many different ways
  3. 3. 2/3/2016 © 2015 3 Leaving behind transactional data that is stored in compartments Offline CRM Email Mobile App Clickstream TV ads Retail store
  4. 4. Work the magic of data Customer One-view TV The combination of channel, time, creative that drives people to your website Offline CRM Desktop website Mobile website App Online Data collected through Vizury tags Number of Visits, Product seen, Products carted, Products bought, Registered or not Past purchases, Total Value of Purchases, Gender, Age Shared on SFTP location as an excel file with daily updates Connected through hashed CRM ID Programmatic Google, Facebook Local DSPs Call Centre Prioritize high-value callers based on their intent scores
  5. 5. Let’s Deep Dive TV
  6. 6. Measuring the impact of TV ads on online business transactions for a leading online furniture brand
  7. 7. Infotainment channels have the best performance during 4PM slot. TV Works! 2nd spot Ad is more effective than 1st spot Ad Ad on English entertainment channel creates an immediate impact on website traffic for the next 1 minute Animal Planet, Discovery, TLC ads perform well during 4PM slot.Analyse and Optimise theTV Spend… 2/3/2016 © 2015 7
  8. 8. Latency of weekend Ads Latency of Ads on Friday evening till Saturday is very evidently visible on Sunday from 10 AM to 1PM. Latency of weekend ads also trickles down to Monday. 2/3/2016 © 2015 8
  9. 9. ImpactofTVonFacebook &Email 2/3/2016 © 2015 9
  10. 10. ROI with Second Screen Engagement… 30k Daily Visits 1000 Conversions $2500 Avg. Order Value 2/3/2016 © 2015 10
  11. 11. Let’s Deep Dive Call Centre
  12. 12. How a leading Insurance company in India used online behavior data used to influence offline customer transactions
  13. 13. Policies seen? Bought earlier? Last activity? City? Repeat visits? Time spent? Over 30 online behavioral attributes drive call center transactions offline Source to access website? Number of sessions? Category of the plan? Number of plans seen? 2/3/2016 © 2015 13
  14. 14.  Visited site 5 times in last one week  Made 3 visits to a specific insurance plan  Filled up the enquiry form  Was researching multiple insurance policies  No clear interest shown in sessions  Filled up the enquiry form Score Score “HOT” Lead “COLD” Lead
  15. 15. User BPriority Call Back  Visited once 3 days back  Dropped off from the home page  Was researching multiple insurance policies  No clear interest shown in sessions  Filled up the enquiry formimprovement in their sales funnel efficiency, call center can efficiently prioritize "Hot” leads Results “HOT” Lead “COLD” Lead 4X 2/3/2016 © 2015 15
  16. 16. User scoring mapped with call center disposition data Lead Score Bucket: 0-2.5 Lead Score Bucket: 30+ Users with Lead score of 30+ are more likely to purchase a policy 48% 73%Contacted 19% 22% Not Interested 16% 13% Interested 5% 18%Sales “COLD” “HOT”
  17. 17. Let’s Deep Dive Onsite Personalization basis Next BestAction
  18. 18. Onsite Personalization helps a leading bank meet offline customers across online channels
  19. 19. Engaging with existing customers: Across channels with personalized offers for ‘Winter-Carnival’ Personalized ad-banners are shown One to one personalized offers and a delighted Customer! 2/3/2016 © 2015 19 Identify existing customers on the Bank website & other channels
  20. 20. Website Personalization Impact – 4x Jump in CTR!
  21. 21. Generic Home Page Offers –CTR of 0.4% Personalized Home Page Offers – CTR of 1.6%
  22. 22.  Unique offers personalized for each CRM ID based on NBA recommendation  More than 25% of all homepage visitors in 3-day period shown personalized offers  4x Jump in CTR from personalized offers compared to generic offers In short, here’s what happened…
  23. 23. When Offline meets Online2/3/2016 © 2015 23
  24. 24. Thank you

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