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ACER CONFIDENTIAL
Integrating real time predictive analytics in marketing strategyFrancesco FedericoGlobal Digital Marketing Director
London, 11th February 2016
ACER CONFIDENTIAL
Customer Journey: The Dream
1
ACER CONFIDENTIAL
Customer Journey: The Reality
2
• Non linear
• Happens in “micro moments” throughout the day
• Cross-device
We need to have individually-tailored marketing propositions for each prospect/customer. Rule-based marketing automation tools are not enough anymore.
ACER CONFIDENTIAL
Further complications: US.
3
Time and money are limited, efficiencies needed
Complex cross channel attribution & data aggregation
Multiple complex
technologies require training
and support
Multiple point solutions make it
difficult to integrate and
show ROI
ACER CONFIDENTIAL4
Acer Journey Towards Real Time Marketing and Predictive Modelling
ACER CONFIDENTIAL
A Simple Start
5
Our process in three steps:
1. AnalyseTrack users’ behaviour on our owned digital properties in order to recognize patterns: purchase intent;
2. UnderstandCapture in depth each user’s needs and expectations, to picture her/his context;
3. EngageAct in real time with personally tailored messages and offers: our best bet in fulfilling users’ needs.
ACER CONFIDENTIAL
It all starts with real time tracking on Acer.com
6
All pages are grouped into macro sections
(Homepage, Laptops, Support, etc.)
Web visitors are mapped in real-time along their journey
Acer.com sections
ACER CONFIDENTIAL
We then assign an Engagement Score to each user
7
Each Acer.com visitor is assigned an Engagement Score based on which our
acquisition/retention strategy will adapt.
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User Engagement: two activation examples
1. Prospect conversion
2. Customer retention
ACER CONFIDENTIAL
Control Group to Measure Uplift Results
9
Uplift (incremental clicks to online retailers) is being measured by A/B test against natural conversions.
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Prospect Conversion: Dynamic acquisition
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Centered Example
Sidebar Example
Proactive behaviorally targeted messaging reflect the user’s top product interest and provides
immediate link to Online Retailers
ACER CONFIDENTIAL
Prospect Conversion: Results
11
This user is browsing many notebook and 2-in-1 pages, showing hot interest for our products.
By looking at the value of those products we could choose to propose an outbound call to
try finalize the sale, while for lesser value products we could just show a banner to our e-
commerce store.
In this way we commiserate marketing acquisition investment to the actual or
potential value of the customer.
Acquisition costs -20%Conversion rates +25%Key Variables Considered:
Product Value (margin and lifecycle)
Customer Value (actual or potential)
Previous Owned/Paid/Earned Media Interactions Location and Channel Partners Promotions
ACER CONFIDENTIAL
Customer Retention: Value-based service level
12
Link to Live Chat/Click to Call
Link to FAQ and Community
ACER CONFIDENTIAL
Customer Retention: Results
13
This user is clearly in need for drivers but appears to be “in pain” finding
them. Based on his customer profile and/or on the value of the product he is researching support for, we can decide
whether to support them with an outbound call, a live chat or simply
propose additional FAQs he might find interesting.
Again, our service level varies depending on customer value.
Cost to serve -5%CSAT +40%
Key Variables Considered:
Specific Support Need Self-Care vs. Assisted Care vs. Full Service Customer Value (actual or potential)
Cross/Up Selling Opportunities (NBA)
ACER CONFIDENTIAL
Further Pilots: RLSA Integration
14
Google AdWords RLSA rely 100% on a rules-based approach.
This results in either:
1. Excluding highly engaged prospects 2. Trying to guess which audience they should be in 3. Inundating them with irrelevant ads
(It also requires a lot of work to configure and keep track of the rules.)
ACER CONFIDENTIAL
Further Pilots: Bringing intelligence to retargeting
15
We use our user scoring to bucket people into the right Remarketing Lists based on their overall interest categories
and real time engagement scores.
Model A
Model B
Model C
Model D
User receives the right Adwords creative
2015 Model B
We know what each user was most engaged with
ACER CONFIDENTIAL
The End Game: A truly Unique View of the Customer
16
Thanks to this approach we are able personally know our
prospects and customers.
A knowledge that evolves over time as the profile gets
updated with fresh information.
Such detailed and unique omni-channel view of the
customer can be made available to the rest of the
company, including service, retail, media networks, etc.
Thank you
Let’s continue our conversation
+39 346 8060383
@frandrake