The power of digital CRM

8/7/2019 The power of digital CRM

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www.customercentria.com

customer centriaThe Customer Engagement & Experience CompanyThe power of digital CRM

28 January 2011


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The consumer awakeningTechnology Enabled !


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The Ever Evolving Consumer


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The And the complexity of staying relevant

Changing Consumerpreference

More channel options

More device choices

More content formats

More online networks

Changing technology

landscape

Sustained and accelerated

changes ahead..


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customer centriaTechnology InteractiveAnalytics

Today we do BI & Customer Analytics

We have Databases of Transactions

We have Databases of Interactions clicks, visits,

views, registrations.

Knowing that theyre talking to us..amongst us


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..but Is there a need to shift perspectives?

from Customer Data

..to that ofHuman Expressions,Intentions and Desires


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Dialogue

WELCOME TO THE WORLD OF

INTERACTIVE MARKETING

Experience

Interact

Engage

Listen

DELIGHT


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How technology enablestransformational customer experiences

A quick look at

Customer Engagement at work


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Her auto manufacturer has the perfectopportunity to delight Anna

Meet Anna

She is looking to upgradeher car


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CreatingValue

Right Customer

Right TimeRight OfferRight ChannelRight Dialogue

Enabling Customer Centricity,Engagement & Experience for Anna

Do we knowAnna well

enough?

ANALYSE

Where, How,When does

Anna preferto be reached

EXECUTE

What makesinteractionwith Anna

mostdelightful

ENGAGE


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Customer Analytics to analyze

CampaignManagement to execute

Digital Dialogueto engage


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Anna accepts an invitation to amembers only car lounge

Where an auto advisor whoknows all about Anna welcomes her


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Anna, via her avatar, enters the car lounge


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Anna meets Auto Advisor,

He makes relevant recommendations and allows her to customise herown car


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Anna is delighted !She makes a down payment

She now gets an offer from

her insurance company on her mobile


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Web Data

TransactionData

CustomerData

Mail

Email

CallCenter

Web

Sales,BranchOffice

ODBC

SOAP/XML

JAVA

APIs

Windows / Unix / Linux Oracle / DB2 / MSSQL

WebSphere / WebLogic

Plans &Budgets

People &Processes

Data &Assets

Measurement &Performance

Integrated Marketing Operations

CustomerAwareness

CustomerAnalytics

PredictiveAnalytics

EventDetection

WebAnalytics

CentralizedDecisioning

Segmentation

Offer

Management

Real-TimeTargeting

InteractionHistory

ContactOptimization

Cross-ChannelExecution

OutboundFulfillment

InboundIntegration

LeadManagement

DistributedMarketing

Redefine the concept of flagshipDelight at every Touchpoint


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Add to it the explosion that internet retailis experiencing globally


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Key Retail Marketing Trends

Leading retailers are focusing on cross-channel experience

By 2012, one-third of in-store sales or $1 trillion will be influenced bythe web

Two-thirds of online shoppers engage in some form of cross-channel

shopping behavior

Only 13% of retail web owners consider driving store sales a top priority.

Email is the most popular marketing tactic followed by paid search

Search drives acquisition with SEM and organic search delivering more than

half of new customers

Email drives relationship marketing 93% of retailers said email was more

important in 2008 (gaining in importance every year)


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Key Retail Marketing Trends

Lots of interest in mobile and social media but still limited action

Mobile technology is one of the top marketing technologies (#2) that marketerssay they plan to use (site optimization is #1)

Marketers are more bullish that the effectiveness of mobile marketing will

increase compared to most other channels (except social media and and SEM)

Lots of early stage participation in social media but efforts remain largely siloed

Field marketing is gaining in popularity

Campaigns executed by store managers

In-store events

Investment in planning applications to support production management processes

Facilitate time to market


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The time has come to re-imagine thefuture of retailing

BUY ANYTHING, ANYTIMEANYWHERE


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Mobile Technologies are changingparadigms in digital retail


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If you like that, try this

Behavioural driven recommendations


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Social Media is a new dimension onretail experience


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With so many consumers saying, doing andlistening to so many things.


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So lets Listen..

A world of Intelligence from within and outside

Today: Pull Web intelligence

Traditional Web channels Emerging Web channels

Offline data

Web analytics

platform

Search

Display

advertising

Site

Email

Trageting

CampaignsCustomer

data

Social Applications

Moblie Video

Widgets

Web intelligence

CRM

Enterprise

data

warehouse

Customer

database

A/B

testing

Multivariate

testing

Behavioral

targeting

Tomorrow: Push Web intelligence

Multichannel marketing Marketing laboratory


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Building Digital

Experiences
http://www.gojiyo.com/


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A customer engagement platform that combines online

gaming, virtual reality and social networking


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to create a unique, integrated experience.


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customer centriaTechnology InteractiveAnalytics

Not just a brand interaction platform but has created theconcept ofvirtual customer experience


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An end to end customer engagement solution

End to End Customer Engagement touchpoints


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Grounded

in Reality

Lives for

themoment

Free Spirit

Flights of

Fancy

Techno

Geek

THE NOWGEN

EXPLORER TREKKIE PASTMASTER

ADVENTU-RER

Community Driven SegmentationMarketing Strategy for the 3,50,000 + Avatars

SPIRITUAL-IST

History

Buff

Enamoured

with the past

Thrives on

living on the

edge

Transcendent

Rebirth

Urban

Fashion
http://images.google.co.in/imgres?imgurl=http://www.dietsinreview.com/diet_column/wp-content/uploads/2008/09/yogaweightloss.jpg&imgrefurl=http://www.dietsinreview.com/diet_column/09/how-yoga-can-help-you-lose-weight/&usg=__GRq2C2CBuIkcr-4asxe_gq2Kvec=&h=613&w=460&sz=43&hl=en&start=23&um=1&itbs=1&tbnid=e5-BsAjdZiyV3M:&tbnh=136&tbnw=102&prev=/images?q=yoga&ndsp=18&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=N&start=18&um=1http://images.google.co.in/imgres?imgurl=http://www.product-reviews.net/wp-content/userimages/2007/08/spartan300costume-2.jpg&imgrefurl=http://www.product-reviews.net/2007/08/11/300-movie-halloween-costumes-rule-all-expect-spartans-at-your-doorstep/&usg=__4LVv9eH4Kd4bivWFk8bXfDorORI=&h=600&w=289&sz=37&hl=en&start=14&um=1&itbs=1&tbnid=w7hlXY5V7u7HXM:&tbnh=135&tbnw=65&prev=/images?q=spartan&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=G&um=1http://images.google.co.in/imgres?imgurl=http://4.bp.blogspot.com/_AW8PsZE-L78/Sgi9zCBlxnI/AAAAAAAADjw/HPhwhyYRRZg/s400/Trekkie.jpg&imgrefurl=http://atomicgadfly.blogspot.com/2009_05_01_archive.html&usg=__aw4dXko8aMnC9SFGiu59RsRWJdU=&h=158&w=173&sz=7&hl=en&start=8&um=1&itbs=1&tbnid=IWN0nn9T68XAaM:&tbnh=91&tbnw=100&prev=/images?q=trekkie&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=N&um=1http://images.google.co.in/imgres?imgurl=http://forte.fh-hagenberg.at/Project-Homepages/Blindenhund/conferences/granada/papers/VANDENBREEDE/VandenBreede-latestpapers_files/Trekker.jpg&imgrefurl=http://forte.fh-hagenberg.at/Project-Homepages/Blindenhund/conferences/granada/papers/VANDENBREEDE/VandenBreede-latestpapers.htm&usg=__2lM8pacMzc2Lpacs22aJNKRYyCI=&h=2300&w=1791&sz=178&hl=en&start=7&um=1&itbs=1&tbnid=OIAldT8tVIx3VM:&tbnh=150&tbnw=117&prev=/images?q=trekker&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=G&um=1http://images.google.co.in/imgres?imgurl=http://1.bp.blogspot.com/_rKGCMte5Dh8/StpfmJDQxxI/AAAAAAAAAOM/zgDvPq3GP9Q/s320/yuppy.jpg&imgrefurl=http://hanselstrikes.blogspot.com/&usg=__KaC___olNJ2Go74FJeSUkSdsewY=&h=320&w=320&sz=11&hl=en&start=15&um=1&itbs=1&tbnid=9l7lpv2MZIOL9M:&tbnh=118&tbnw=118&prev=/images?q=yuppy+male&hl=en&rlz=1T4GZEZ_en-GBIN285IN287&sa=G&um=1


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Mapping in-world behaviourConsumer segments

I

d

e

o

l

o

g

y

M

a

n

i

f

e

s

t

a

t

i

on

s

Now

Generation

Explorer

Trekkie

Past

master

Adventurer

Spiritualist

Sports

Dancing

Fashion

Diving

Asteroid

Hopping

Moon

Fashion

Sports

Cricket

Cricket

Archery

IceSculptors

Forever

Young

TreasureHunt

Historical

fashion

Crater

Mapping


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Analytics Driven, Community CreationDynamic Friend Matching Engine

The system identifies similar

users & polar users.

With additional points formaking friends with polar users& users beyond two degrees ofseparation.

Dynamic scoring engine defined forfriends recommendation

Explore

r (L3)Dependingon numberof eastereggs found

Fashionista(L3)

Depending onlevel of avatarcustomization

Socializer (L1)

Dependingon the

number offriends

AOK (L2)

Depends on timespent in-world.Always on

Keyboard (asagainst AFK)

Tamer(L4)

Depending onnumber of petstamed andtime spentwith pets

Gamer(L2)

Depending onnumber ofquestscompleted


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Transcending the Real into the VirtualVirtual Goods

Virtual currency which can get you .


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Over a million avatar combinations to choose from

A New look


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100 + activities, across 5 regions

A NEW LOOK !

C i D i I i h B d


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)

Community Driven, Insight BasedInteractive Marketing

Promoting VirtualAnd Real Incentives


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Gojiyo Database User AnalyticsDatabase

Periodic Delta Transfer

Gojiyo Weblogs

Unica

Campaign &eMessage

Campaign Definition

Email toUser

Analytical data

Model Output

CommunicationMessage to

User

UnicaNetInsight

Parse andAnalyse

Web design & layoutinputs

User behaviour

attribute on Gojiyo

Analytic

Engine

Customer Segmentationbasis in-world behavior.

Automated marketingProgram.

Multi-channel marketingProgram .

Enabling Engagement & Experience

Case Study : ebay


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Case Study : ebayBusiness Objectives

To build more complex campaigns with rich

segmentation, maintain recurring campaigns

Multi-channel campaigns with response and

conversion reporting

Campaign and offer optimization, need for a

marketing foundation to support CRM goals

Results

Empowered marketers and freed up IT resources

Reduced time for new campaign launch

New centralized infrastructure allows for reuse of

campaigns across user segments and countries

B


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#2

#6

#3#4

#1

#5

eBayComplete your Collection Campaign

B


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Complete Your Collection proved to be an outstandingcampaign for driving buyer response and activity

113% lift in Open Rates

285% lift in Response rates

274% lift in Click through rates

Email generated $4M in Gross Merchandise Bought

eBayComplete your Collection Campaign Results

P li ti d


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Personalized emails were labor intensive

Marketing focused on creating catalog qualityemails rather than 1-to-1 messaging

Personalization andDynamic Content E-mail

P li ti d


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Implemented a multi-variant Test and Learnmethodology

Gender, Pricing Data, Category Recommendation,Last Viewed Items,Feedback Score

Retagged marketing creatives and started toleverage our Content Mgmt system

Leveraging Unica Campaign for segmentationand personalization rules

Results

50% increase in Open Rate

>100% improvement in Click Through

Doubled Gross Merchandise Volume (GMV) peremail sent

Personalization andDynamic Content E-mail

After

Community Driven Segmentation


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Community Driven SegmentationDriving Engagement


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Strong Portfolio of Retail CustomersMore than 150 and Growing

48
http://www.radioshack.com/home/index.jsphttp://www.deluxe.com/http://upload.wikimedia.org/wikipedia/en/7/7d/HastingsLogo.PNGhttp://upload.wikimedia.org/wikipedia/en/a/a4/Loehmanns_logo.pnghttp://www.burberry.com/burberry/default_View.asp?sPage=hom&sFlash=true&sBrowser=IEhttp://www.rei.com/index.jsp


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We understand

the customer

and design and deliver

Customer Experiences

Proud to partner with


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Thank You

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The power of digital CRM