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Presentation given at the Internet Retailing Customer Experience Jumpstart event on 19th June 2013. The presentation explains how @SDL_CMA can help retailers improve the customer experience of their customers. By using a combination of data, analytics and marketing, retailers can deliver improvements to ROI A video of the presentation can also be found on the Internet Retailing you tube channel at http://www.youtube.com/watch?v=rOmpghu8AUU
Citation preview
SDL Proprietary and Confidential
Roger Luxton, Industry Marketing Director, SDL Campaign Management and Analytics
Internet Retailing Jumpstart :
How Best Practice Analytics drives better Campaigns and a more profitable customer experience
2
• Customer Experience
• Data – Driving Customer Experience
• Analytics – Driving Customer Experience
• Marketing – Driving Customer Experience
• Real Life Success stories
Agenda
3
Customer Experience
3
“55% visited a store to review products
prior to online purchase. 66%
compared store and online prices from the
high street”SDL Shopper Survey
“80% expect companies to know
purchase/retail history and 84% expect them to use data to improve customer experience”
ClickFox
“23% have a single customer view”
Internet Retailing Research
“38% don’t personalise offer at all”
Internet Retailing Research
4
Customer Experience
4
“41% of marketers admit missing
opportunities to measure and learn from campaigns”
Charterhouse
“53% of marketers only seeing medium or low return on marketing data investments”
Charterhouse
“89% of CMOs say social data has affected at least some of their
decisions”CMO Club
5
Customer Experience
Data
All your data in one place and available
to use
Analytics
Focusing on the right areas for analysis
Marketing
Using insight to make
campaigns relevant
Interaction Sharing Buying
6
Data – Driving Customer Experience
Single Customer View
DataAll your data in one place and
available to use
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Data – Driving Customer Experience
Usage, Competitors, Preference
Clicked, considered and purchased
8
Data – Driving Customer Experience
Video viewed and Data collected
Social Interaction and Data collected
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Data – Driving Customer Experience Plenty of Data – Making it useful
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Analytics – Driving Customer ExperienceAnalytics
Focusing on the right areas for
analysis
Where revenue comes from
Recency, Frequency and Value
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Analytics – Driving Customer Experience
Customer Journey focused
Customer and Product Analysis
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Analytics – Driving Customer ExperienceStore, Channel or day of interaction
Time gap between purchases
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Analytics – Driving Customer Experience
Campaign Performance
Returns Analysis
Marketing – Driving Customer Experience
14
Items delivered no returns
Added items to basket
Click through to website
Emailed offer to prospects
Removed 2 & purchased 2
Targeting
Personalise
Listen &re-use
Next Best
Recommend
Best channel
MarketingUsing insight to
make campaigns relevant
15
Marketing – Driving Customer Experience
Shoes
DressesBoth
Marketing – Driving Customer Experience
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Visit website and buy
Share video on facebook
Play video and register
Browsing a poster/banner
Get email or SMS offer
When
Name + Time
Interaction
What + Value
Share
Where
17
Real Life Success
“Our SDL platform increases analyst efficiency over 3x faster”
“drastically reduced production times for eDM from 24 hours to less than 2 hours.”
“Since implementing the SDL solution, the most recent 200 eDM campaigns delivered an ROI of 2,200%”
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Real Life Success
“The SDL solution handles 5 billiontransactions and 2 million customer records.”
“Marketing team reduced campaign analysis and list-pulling three-fold.”
“300 plus campaigns since launch, consistently achieving positive ROMI.”
“ROI of all campaigns was$6.05 returned for every marketing dollar invested.”
19
Final Thoughts
• Get the right data in place and use it imaginatively
• Use that data with best practice analytics
• Drive your marketing with insight gained
• Then can get quick payback and a better customer experience
19
Interaction Sharing Buying
www.sdl.com/imswww.sdl.com/retail
Copy of presentation:[email protected] leave business card/your name afterwards