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ONLINE TARGETING
Personalising the Nuon website !
The difference between involvement and commitment !
is like bacon and eggs. The chicken is involved, the !
pig is committe...
OBJECTIVES
1)  increased conversion and renewal!
2)  improved customer experience !
3)  create relevance!
4)  management c...
FIRST STEPS
2013: first venture into !
online targeting !
THE ‘ABC’ MODEL
Using cookies to distinguish between !
clients and non clients!
A
Known client!
(logged in)!
B C
Unknown c...
IT DEPENDENT
We needed more information !
to be able to identify !
and target a wider !
range of users!
“WHO IS IT?”
Hashed customer ID!
BUILDING THE
USERS DNA
Behaviour!
Data!
CUSTOMER BEHAVIOUR
Recognising and recording !
online actions !
Pages!Searches!
Visits!Time on site!
Entry points!
Exit po...
CUSTOMER SEGMENTS
Enriching profiles with customer data!
SAP!
Oracle!
Siebel!
CUSTOMER DATA
All ‘District warming’ clients!
in the Netherlands.!
Defaulters!
Contract prolonged <1 month!
No contact permission!
SAP! ...
HASHED CLIENT ID
Case 1: District heating!
Creating on-site relevance for district heating clients!
Conditions:!
•  Search terms!
•  Visite...
Case 2: Which energy suits me?!
Creating on-site relevance for prospects!
Conditions:!
•  Non client!
•  Completed energy
...
1)  Expand targeting possibilities!
2)  More targeted segments!
3)  Connect search campaigns to a !
relevant message for s...
Nuon, Online Targeting (with CRM data) - Digital Data Tips Tuesday #4 - Growth through Data  - Amsterdam - May 19th 2015 -...
Nuon, Online Targeting (with CRM data) - Digital Data Tips Tuesday #4 - Growth through Data  - Amsterdam - May 19th 2015 -...
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Nuon, Online Targeting (with CRM data) - Digital Data Tips Tuesday #4 - Growth through Data - Amsterdam - May 19th 2015 - #DDTT

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Keynote of the 4th #DDTT meetup (http://digitaldata.tips) in Amsterdam, the Netherlands. Nuon presented how they use CRM data to target offerings on their website. Speaker: Iain Davenport. Stay up to date about the #DDTT meeting through our meetup group: http://meetup.com/onlineoptimizers

Organizer: Webanalisten.nl / Online Optimizers meetup group
Sponsors: Adobe and Relay42

Published in: Data & Analytics
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Nuon, Online Targeting (with CRM data) - Digital Data Tips Tuesday #4 - Growth through Data - Amsterdam - May 19th 2015 - #DDTT

  1. 1. ONLINE TARGETING Personalising the Nuon website !
  2. 2. The difference between involvement and commitment ! is like bacon and eggs. The chicken is involved, the ! pig is committed.! ”! “! I’M THE CHICKEN…
  3. 3. OBJECTIVES 1)  increased conversion and renewal! 2)  improved customer experience ! 3)  create relevance! 4)  management control!
  4. 4. FIRST STEPS 2013: first venture into ! online targeting !
  5. 5. THE ‘ABC’ MODEL Using cookies to distinguish between ! clients and non clients! A Known client! (logged in)! B C Unknown client! (not logged in)! Not recognised ! as client!
  6. 6. IT DEPENDENT
  7. 7. We needed more information ! to be able to identify ! and target a wider ! range of users!
  8. 8. “WHO IS IT?”
  9. 9. Hashed customer ID!
  10. 10. BUILDING THE USERS DNA Behaviour! Data!
  11. 11. CUSTOMER BEHAVIOUR Recognising and recording ! online actions ! Pages!Searches! Visits!Time on site! Entry points! Exit points! Bounces! Frequency! Time of day! Products viewed!
  12. 12. CUSTOMER SEGMENTS Enriching profiles with customer data!
  13. 13. SAP! Oracle! Siebel! CUSTOMER DATA
  14. 14. All ‘District warming’ clients! in the Netherlands.! Defaulters! Contract prolonged <1 month! No contact permission! SAP! Oracle!Siebel! IBM Campaign tool! Business rules! Campaign ID! Customer! segment!
  15. 15. HASHED CLIENT ID
  16. 16. Case 1: District heating! Creating on-site relevance for district heating clients! Conditions:! •  Search terms! •  Visited product page! •  Matches segment! •  Clicked on e-mail link!
  17. 17. Case 2: Which energy suits me?! Creating on-site relevance for prospects! Conditions:! •  Non client! •  Completed energy advice module! •  Received advice! •  Returns within 30 days!
  18. 18. 1)  Expand targeting possibilities! 2)  More targeted segments! 3)  Connect search campaigns to a ! relevant message for specific visitors! 4)  Expand banner impressions on adserver! ROAD MAP

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