Upload
sfima
View
299
Download
1
Tags:
Embed Size (px)
Citation preview
3/13/2015
1
Presented By // Lars Birkholm Petersen
@LarsBirkholm
March 12th 2015
Using Data, Personalization and Metrics to Develop Lifetime Customerssfim@
Customer Experience
We Live in The Age of the (Connected) Customer
Source: Forrester Research, Inc.
1900
Age of Manufacturing
Mass manufacturing
makes industrial
powerhouses successful
1960
Age of Distribution
Global connections and
transportation systems
make distribution key
1990
Age of Information
Connected PCs and supply
chains mean those that
control information flow
dominate
2010
Age of the Customer
Empowered buyers
(regardless of whether it’s
b2b or b2c) demand a
new level of customer
obsession
By 2016, nearly 90% of companies believe that customer experience will be their primary basis for competition
Gartner Research Predicts 2015: Digital Marketers Will Monetize Disruptive Forces Published: 3 November 2014
3/13/2015
2
Mobile Optimized
5
Customer Context
6
Customer Point of interactions
7
Buying my iPhone 6
3/13/2015
4
The Steps Towards Creating Lifetime Customers
Digital Marketing
Experience Marketing
Brand Experience
85.4%Source: Connect How to Use Data and Experience Marketing to Create Lifetime Customers, Wiley 2014
3/13/2015
5
Getting started with Experience Marketing
Experience Marketing
Collect and Connect data to Establish Single
View of Each Contact
Align objectives, strategies and
tactics
Provide real-time contextualized
experiences that supports
customer needs
≠ Your Business ObjectiveLikes ≠ Email Opens ≠ Visits ≠ App Downloads
Know what you are optimizing for
3/13/2015
6
The holy grail – your customer! What Data Insights can be leveraged
In the Moment ConnectionsProfile Data History
Digital FingerprintCampaign Triggered
Search KeywordsGEO Location
ReferralsDevice
On-Site BehaviorLanding Page
Site Areas
Product Areas
Content Type
Internal Search
Situation
TrendingWeather
Etc.
Personal InformationName
EmailEtc.
DemographicsGender
AgeJob
Psychographics
Interests
Values
Lifestyle
Preferences
Past TransactionsPast Interactions
Goals completed
Who are the person connected toInfluencer
Connector
What does a great website experience looks like?
3/13/2015
8
Results
250%Average conversion lift by using personalization
+19%Source: The Realities of Online Personalization, eConsultancy April 2013
The Solution
QUALITYCARE™ Personalized Multi-Channel Dialog Program
3/13/2015
9
Example of how to get started finding opportunities to optimize
- Florida Yacht Group is currently the largest sailboat dealer network in North America
- Florida Yacht Group offers select premium brands
- Florida Yacht Group sells
- New (sail) boats
- Brokerage boats (used boats that can be either sail or motor)
- Charters (either bareboat, crewed or hosted through another vendor)
- Sailing lessons.
- Florida Yacht Group has 4 locations in Florida: Miami, Key West and St. Petersburg that operate under the name of Florida Yacht Group, and in Riviera Beach, Eastern Yachts – a division of the Florida Yacht Group
Florida Yacht Group
35
Take a walk in the shoes of your customers(start from the data)
3/13/2015
13
What was the intent of the visitor?
How could we optimize this experience?
- Relevant and engaging
- Connect with potential customers (different types)
- Fill out Contact Form, book Sea Trial
Objectives
Identify In the Moment Needs:
- Interest
- Make
- Stage in a decision journey
Use quick win tactics:
- Personalization
- Testing
How could we optimize the experience
The Optimized Experience…
3/13/2015
14
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau SalingYachts
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
Only 20 min. from
Fort Lauderdale
CtA test variants
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau Saling YachtsJeanneau 64
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
Only 20 min. from
Fort Lauderdale
CtA test variants
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau Saling YachtsJeanneau 64
Pictures 1-6
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
3/13/2015
15
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau Saling YachtsJeanneau 64
Pictures 1-6About
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
JeanneauThe
Technology of Beauty
Sea Trial CtA
Only 20 min. from
Fort Lauderdale
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau Saling YachtsJeanneau 64
Pictures 1-6About
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
JeanneauThe
Technology of Beauty
Sea Trial CtA
Only 20 min. from
Fort Lauderdale
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau Saling YachtsJeanneau 64
Pictures 1-6AboutOur Customers Speak
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
JeanneauCustomer Statement
Sea Trial CtA
Only 20 min. from
Fort Lauderdale
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau Saling YachtsJeanneau 64
Pictures 1-6AboutOur Customers SpeakContact
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
Only 20 min. from
Fort Lauderdale
JeanneauCustomer Statement
Jeanneau 64
Jeanneau 64
Form variants
3/13/2015
16
Source: Google Search (hidden)Visitor: First time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Jeanneau Saling YachtsJeanneau 64
Pictures 1-6AboutOur Customers SpeakContactHome
Local based in Fort LauderdaleMiami office are closest destination
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
Jeanneau 64
Miami Contacts Jeanneau product line
Source: DirectVisitor: Second time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Home
Local based in Fort LauderdaleMiami office are closest destinationInterest in Jeanneau 64
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
Miami Contacts Jeanneau 64
3/13/2015
17
Source: DirectVisitor: Third time visitorLocation: Fort Lauderdale, FLIP: Broadband providerDevice: Desktop, Windows8
Pages: Home
Local based in Fort LauderdaleMiami office are closest destinationInterest in Jeanneau 64
Interest: SalesBrokerageCharterService
Make: JeanneauFountaineCNB
Stage: InterestTrustCommitment
Boat Size
Wrap up
Who are your key segments? Know who you are optimizing for
Different Segments, who:• Share similar behavior
• Are in the same stage
• Are looking for the same products
• Match predefined Personas
• Etc.
Validate the segments:- Are they significant?- Can they easily be identified?- By personalizing the experience, will it have
potential on outcome?
3/13/2015
18
- Geo Location
- Campaigns
- PPC, Display, Emails etc.
- Referrals
- Onsite Behavior
Good places to start for identification of segments
Get Started now
- Your current maturity, where are you heading – short term and long term?
- Does your organization have a clear understanding of how to use digital strategically?
- How do you measure digital success? Is it aligned with your organizational strategic objectives?
- Who are you key segments, what are their behavior and needs?
- Where are your biggest dis-connects, how can you fix them short term?
Your Tasks Tomorrow
7272