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11/18/16 Customer Por=olios • Confiden.al 2 2
TCM is a comprehensive data, analy.cs, and closed-‐loop marke.ng system
Increased Life.me Value
Omni-‐channel Automa.on
Messaging Personaliza.on
Behavior Based Segmenta.on
Data Aggrega.on
We create a 360° view of your customer by integra8ng all disparate data sources.
We then execute comprehensive data analysis to generate ac8onable insights that drive increased customer
engagement and incremental transac8ons.
Customer PorBolios = Total Customer Mone8za8on (TCM)
Transforma8on of J&M’s Offline Data into Online Treasure
Johnston & Murphy: • 150+ years of business history
• 350+ stores – retail, factory, and airport
• Tens of Thousands of SKU’s
• Millions of Customers
• Tens of Millions of transac.ons!
11/18/16 Customer Por=olios • Confiden.al 3
Customer Por=olios Marke.ng Pla=orm
There Are Many Best-‐in-‐Class Solu8ons on the Digital Landscape
The Marke.ng Technology Landscape growth:
• 947 Companies in ‘14
• 1,876 Companies in ‘15
…And it is not slowing down!
11/18/16 Customer Por=olios • Confiden.al 4
Solu8on Islands with Natural Synergies
1st Party Data Can Be Leveraged To Make Solu.ons Smarter!
• Data Islands Everywhere
• Establish Bi-‐direc.onal Feeds For • Share 1st party customer data to enable
more effec.ve solu.on marke.ng • Return solu.on results data to
close the loop and report lif
• Create single point of customer measurement and understanding
Use Case: J&M Customer Por=olios/Monetate integra.on for improved personaliza.on
11/18/16 Customer Por=olios • Confiden.al 5
CP Customer Profile
POS / Store ( PII )
eCom ( PII )
Customer Service ( PII )
DMP ( no PII )
RT SEM
Social ( PII )
T Y G
Mobile ( PII )
APPs PUSH SMS
J&M MARKETING PLATFORM
Email DM
J&M MARKETING PLATFORM
Customer PorBolios-‐Monetate Integra8on
1. Customer Por=olios customer profile is shared with Monetate
2. Profile expands Monetate customer detail to enable more relevant targe.ng
3. Customer is engaged with greater relevance of message, content and offer
4. Data, ac.on and results are returned to Customer Por=olios for repor.ng
11/18/16 Customer Por=olios • Confiden.al 6
Monetate Customer Cookie
CP Customer Profile
1 Channel
90 Days
All Channels / Touchpoints
14 Years / All Customer Behavior and Transac.ons
Monetate Customer Cookie
Data Returned, Results / Lif Measured
Share Enhanced Customer Profile
Customer Engaged / Greater Relevance
Customer Profile Integra8on to Create a Smart Cookie!
J&M Customer Profile Alributes Shared with Monetate Round 1 – star8ng hypothesis • Gender – of the customer visi.ng the J&M web site
• Nth Order – is this their 1st, 2nd, 3+ purchase
• Best Customer Flag -‐ >$1K spend in past 12 months
• Woman Product Flag – have they ever purchased a woman’s product
• Segment – 8 product category segments, e.g. Classic, Updated, Cool, Classic-‐Cool, Classic-‐Updated, etc.
Round 2 – add, based on learning post round 1 • Dis.nct Channel – single – store OR web; mul. – store AND web
• Store Channel Group – Retail, Airport, Factory, Web, Catalog or mul.-‐mix of Channels
• Product Grouping – Footwear, Outerwear, Apparel, or mul.-‐mix of Product
Round 3 – next, to be determined once liA is demonstrated • 300 Alributes – a mul.tude of customer alributes like lag-‐days, next best offer, etc. to be leveraged
11/18/16 Customer Por=olios • Confiden.al 7
A Customer ID is embedded within every email link URL to enable Monetate to capture, then match to a customer who “clicks” thru to the web, using the J&M Smart Cookie
CP ID Process & Customer Profile Sharing
Customer ID Process
Connec8ng Data Sources to Drive Increased Ac8on & Value
Monetate launched 3 pilots
Goal to test Smart Cookie lif with the CP Customer Profile
Pilot programs targe.ng:
1. Gender Based, increased engagement on homepage
2. Specific Shoppers, to drive cross-‐category
3. Best Customer, increased targe.ng and relevance
11/18/16 Customer Por=olios • Confiden.al 8
J&M / Monetate Gender Based Results Women – replacing homepage slider; liA of test over control
• 16.4% Revenue per session
• 6.6% Order Value per session
• 23.3% New Visitor Conversion per session
Men – replacing homepage slider; liA of test over control
• -‐3.3% Cart Abandonment per session
• 6.4% Conversion Rate per session
• 4.9% Revenue per session
Buyers Test 1 -‐ Revenue per Buyer Total
90 $125 $11,250
Transac8on vs Future Value Success
11/18/16 Customer Por=olios • Confiden.al 9
next best offer test: Shoe Buying Customer Retarge.ng Goal: Revenue Gen.
Test 1: Same Category -‐ $125
Results: 90 of 100 Conversion
Test 2: Cross Category -‐ $125
Results: 70 of 100 Conversion
Buyers Test 2 -‐ Revenue per Buyer Total
70 $125 $8,750
TransacVon Winner! Buyers Test 2 -‐ Revenue per Buyer Total
70 $125 $8,750
Buyers Modeled 12 Month Rev Per Buyer Total Future Value
70 $150 $10,500
22% LiY! Total Rev – TransacVon & Future Value: $19,250
Future Value Winner! Buyers Test 1 -‐ Revenue per Buyer Total
90 $125 $11,250
Buyers Modeled 12 Month Rev Per Buyer Total Future Value
90 $50 $4,500
Total Rev – TransacVon & Future Value: $15,750
All figures are examples and not real
Closed-‐Loop Architecture To Make It All Happen
11/18/16 Customer Por=olios • Confiden.al 10
Technology Team
Analysis Team
ExecuVon Team
Strategy TeamCustomer Porbolios Plaborm
Marke.ng
Mobile
DMP
Social
POS / Store
eCommerce
Conclusion
Integration from all offline sources to engage and monetize customers online
• Create a Smart Cookie to customize online personalization experience based on lifecycle marketing
• Serve customers specific, targeted messages determined by modeling and segmentation
• Coordinate with emails and catalog and offline communications to deliver an un-broken customer experience
• Enable proactive engagement vs. reactionary programs
• Capture and analyze all results (on and offline) in order to measure lift in customer’s lifetime value based on current and future modeled behavior
11/18/16 Customer Por=olios • Confiden.al 11