Bridging the gap between

Relationship marketing&

Digital performance marketing

Jan TeerlinckVP Product marketing

Welcome

Acquiring customers

CustomersContactsVisitors(Anonymous) (Identified)

‘Owned’ media‘PAID’ media

CRM Traffic

‘Customer ID’ world‘Cookie’ world

Two worlds in Marketing Automation

Display / Search / Social /CMS Relationship marketing(multi-channel campaign management)

Known customers / contactsAnonymous visitors

Optimised content Optimised content

DATA DRIVEN

• Multi-channel campaign management

• New-York, Brussels, Paris, Barcelona, Munich, Amsterdam

• ± 400 clients in 13 countries - Focus on B2C

Gartner (MCCM)

ABOUT SELLIGENT

Marketing automation in the ‘customer world’

Detect high value customer segments

Create great interaction to engage and make them buy

Executed timely & consistently across channels

Optimise offers & content for maximal conversion

Main driver: Create better interaction

7

DATA ANALYSE CREATE EXECUTE OPTIMISE

1. Channels executed by silo systems

2. Traditional one-way ‘spray & pray’

3. Limited to outbound only

Typical challenges:

Customer centric marketing

Integrated inbound & outbound

Multi-step dialogues across channelsEVOLVE

Social publish

Social registration

Web page

Twitter direct

E-mail

Mobile

Connected experiences across channels

1) Integration drastically simplifies your day-to-day

2) Interaction = PROCESS Right message, right time

Example: Optimise conversion

9

Order your pre-pay SIM card on-line

Re-targeting messages via e-mail

Return to point where person dropped off

Example: life-cycle process

10

INFORM UPSELL SERVICE UPSELL

1 to 1 dialogue to grow customer value: From pre-pay to Post-pay

Offerings based on personal call behavior

On-line & in-shop integration

Example: preference center for personalisation

11

Birthday: send personalized coupon for in-theater redemption

Use alibi to survey customer – ask for preferences

Future communication is personalised

Data challenges for CRM

12

DATA ANALYSE CREATE EXECUTE OPTIMISE

Registrations

Data used by CRM marketers:

TRANSACTIONAL DATA

Socio-demo

Preference data

Service data

Purchase data INTERACTION DATAEXTEND

People interact with you before they buy

Own media

Iden

tified

Anon

ymou

s

Paid media

The historic division

Paid media

Iden

tified

Anon

ymou

s

Own media

None -PII

Digital Marketing

Relationship Marketing

PII

Web analytics

Re-targetingE-mail

Display

Own media

Iden

tified

Anon

ymou

s

Paid media

Using CRM data in the digital ecosystem

Paid media

Iden

tified

Anon

ymou

s

Own media

None -PII

Digital Marketing

DATA ON-BOARDING

Relationship Marketing

PIIAMPLIFY

Web analytics

Facebook Custom Audiences (CA)

15

• Use your CRM data on Facebook

Target your contacts/customers on Facebook

Data on-boarding

Facebook Custom Audiences (CA)

16

• Inclusion & exclusion targeting

• Extend with look-alike audiences

Data on-boarding

General data on-boarding

17

• Target your contacts/customers wherever they are

Data on-boarding

Twitter Tailored Audiences

18

E-mail address (your customers)

Cookie (your visitors)

Twitter username or ID (everyone)

• Continue a conversation that started outside Twitter

Data on-boarding

Own media

Iden

tified

Anon

ymou

s

Paid media

The only none customer centric quadrant

Paid media

Iden

tified

Anon

ymou

s

Own media

None -PII

Digital Marketing

DATA ON-BOARDING

Relationship Marketing

PIIAMPLIFY

Web analytics

• Too much effort to make it usable for marketers

FORMAT

Web analytics not fit for CRM

• Customer data and digital data is not in the same place

LOCATION

Web analytics not fit for CRM

• Can’t link them to customer records

IDENTITY

Web analytics not fit for CRM

• CRM is not a priority for the digital team

PRIORITY

Web analytics not fit for CRM

Web analytics not fit for CRM

Trying to combine things that where never

designed to fit together

Own media

Iden

tified

Anon

ymou

s

External media

Finding the good from the bad

External media

Iden

tified

Anon

ymou

s

Own media

PII

None -PII

Digital Marketing

Relationship Marketing DATA

ON-BOARDING

See people through traffic

BEHAVIORAL

Web Analytics

Traffic mgr

<GOOGLE>

Blending CRM data with behavioral data

Selligent Behavioral

<SELLIGENT>

Cross-channel Execution

CRM mgrCustomeranalytics

BEHAVIORALBEHAVIORAL

CRM data

Behavioral data

CRM

Making interaction data from DIGITAL channels ACTIONABLE for CRM

INSIGHT TARGET

Own media

Iden

tified

Anon

ymou

s

External media

All is ‘customer / visitor centric’ now

External media

Iden

tified

Anon

ymou

s

Own media

PII

None -PII

RE-T

ARG

ET

RE-TARGET

Digital Marketing

Relationship Marketing DATA

ON-BOARDINGAMPLIFY

PROFILE

GRO

W D

B

Conclusion “Bridging the gap”

28

“Everything is coming together.”

“It no longer makes economic sense to send messages to the many in hopes of persuading the few.”

“Digital and CRM staff will work far more closely together.”

Jan.Teerlinck@Selligent.com +32 473 361 498