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Uw e-commerce systeem bevat een goudmijn aan informatie; niet enkel klanteninformatie, maar ook koopgedrag, abandoned baskets, wishlists, returns enz.. Deze informatie stelt u in staat uiterst gerichte e-mailmarketing in te zetten richting uw (potentiële) klanten. Een feilloze, geautomatiseerde integratie tussen uw e-commerce systeem en Copernica kan dit process versnellen en optimaliseren. Deze presentatie biedt een overzicht van de mogelijkheden van deze oplossing en de voordelen ervan.
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E-commerce integration
Ian Stuyver Xplore Group
@stuyvia ianstuyver
…so mail me maybe
Direct marketing done well is all about the consumer
@EpsilonMktg
Overview
• The treasure • Building the data model
• Profile & collections • B2B vs B2C • Example: order line
• Bridging the gap • Multi-channel challenge
• Newsletter opt-out • Conclusion
• Q & A
products
prices
customers
promotions
categories
classification
reviews
wishlist
baskets
orders
coupons
variations
pages content
shops
links
affiliates
notifications
cross-selling
up-selling
shipping
payment
visits
statistics
segments
attributes
images
Building the data model
User related
Creating a profile Difference between users and customers!
• E-mail address • Name • Address • Gender • Birthday • Newsletter • Marketing data
• When to ask for what information ?
• Don’t ask too much during registration!
Profile decision
What to choose as a profile ?
Customer Company
VS
B2C B2B
Company data Additional B2B information
• Company • Role • Department • Supervisor • Budget
B2B
Your customer is a company… But mails are read by humans “Business is personal”
Assigning collections
• A collections is a list of attributes
• Directly assigned to a profile
• Each attribute has a key and a value
Product relations Customer creates relations with / between products
• Abandoned basket • Wishlist • Send to friend • Favorites / likes • Reviews • Notifications
Product related
Use products to: • Announce follow-ups /
new products in series • Trigger promotions • Leverage cross-selling • Additional services
Best announcement time?
Transactions A user / visitor becomes a customer
• Orders • Offers
Conversion related
Use prices to: • Calculate averages • Minimum & maximum
spent • Creating sub user groups
Example: order line • Registered / unregistered • SKU • Quantity • Size / color • Price • Catalogs & categories • Classification • Product image • Promotion • Voucher / coupon usage • Shipping method • Payment method • Upsell / cross-sell • …
B2C Overview
Customer
Basket line
Wishlist line
Send to friend
Favorite
Review
Order lines
• Direct relations to the customer
• Attach product info to the data container
Notifications
B2B Overview
Employees
Offices
Managers
Notifications
Order lines
Company
Offer lines
Bridging the gap
Overview
Sales rep. e-Channel Shop ERP Direct mail Copernica Customer Call center
• Cross-channel environment
• Different components and actors
• Both online & offline
• Necessity for integration
e-Channel
Direct mail COPERNICA
Customer
Bridging the gap
Via SOAP API
• Transfer data from e-commerce channel to Copernica
• Through Copernica SOAP API
• Closing the gap between e-commerce & direct mail marketing
e-Channel
Direct mail COPERNICA
Customer
Call center Via SOAP API
Shop
Sales rep.
Offline data
ERP
Pickup in store
Cross-channel solution!
The newsletter challenge
e-Channel
Direct mail COPERNICA
Customer
Newsletters challenge
• Customer opt-in during registration
• Data is kept in e-channel • Mails offer opt-out
option, stored in Copernica
• Should be transferred back to e-channel
• Different newsletter types • General • Brand specific • Third party
Newsletter opt-out
Conclusion
Conclusion
Hey, I just met you, and this is crazy
But here’s my basket, so mail me maybe profile
order
wishlist
review
Conclusion
• Copernica bridges gap between e-channel & DM data
• …and leverages TTL e-commerce approach
• Think about the data model – profile & collections
• Integration is more than technical mumbo jumbo
• e-mail address is unique key
• Different approach possible / necessary for B2B
• Choose the (richest) data source
• Take the cross-channel challenge
• Integrate newsletter opt-out
Q & A Thank you for your attention
Ian Stuyver Xplore Group
@stuyvia ianstuyver
www.xploregroup.be