Uploaded byLars Crama
Bridging the gap between digital and relationship marketing - DMA 2013 Thought Leadership session
The document discusses the integration of digital and relationship marketing, emphasizing the need for real-time data insight execution to enhance customer experiences across channels. It highlights challenges with existing silo systems and proposes integrated solutions for effective CRM strategies, while also outlining the importance of behavioral analysis in understanding customer interactions. The conclusion stresses the need for a better alignment between CRM and digital marketing teams to optimize customer engagement and targeting.
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Bridging the gap between digital and relationship marketing - DMA 2013 Thought Leadership session
- 1. Bridging the gapbetween digital and relationship marketing Jan Teerlinck Lars Crama VP Product marketing Business Development Director SELLIGENT 2organize, Oxyma group
- 2. SELLIGENT Multi-channel campaign management New-York,Brussels, Paris, Barcelona, Munich, Amsterdam ± 400 brands Gartner (MCCM)
- 3. The Selligent DNA INTEGRATEDsolution for B2C 1 2 4 3
- 4. Clear benefits ofIntegration 1. Ease of use in day-to-day work 2. Create better connected customer experiences 3. Lower cost
- 5. People drive results,not software We partner with agencies & MSP‟s + TOOL You are an agency ? + BRAINS 825 HANDS
- 6. The gap? Relationship Marketing (CRM) DigitalMarketing (Performance) Building relations Direct response Grow customer value Acquire new Identified Anonymous TRANSACTIONS INTERACTIONS
- 7. In today‟s digitalworld every relationship starts with a first click
- 8. Performance Digital Mkt CRM Grow value Ownmedia Anonymous External media Data on-boarding Identified Identified Anonymous Own media External media
- 9. Data on-boarding (FACEBOOKCUSTOM AUDIENCES)
- 10. Data on-boarding (digitaleco-system)
- 11. Performance Digital Mkt CRM Grow value Ownmedia Anonymous External media Identified Identified Anonymous Own media External media
- 12. Connected experiences acrosschannels CHALLENGES: Silo systems are executing channels Traditional one-way „batch & send‟ marketing Making CRM data actionable in real-time digital channels DATA INSIGHT EXECUTION
- 13. Connected experiences acrosschannels SOLUTION: Integrated channel execution – E-MAIL: integrated, no stand-alone messaging – INBOUND: personalize site visits – SOCIAL: use as a relational channel Customer centric / Multi-step dialogues / real-time DATA INSIGHT EXECUTION
- 14. Connected experiences acrosschannels Social publish Twitter direct E-mail Social registration Web page Mobile DATA INSIGHT EXECUTION
- 15. More insight drivesbetter marketing CHALLENGES: Access to partial data Centralized data - but too complex to use Lacking „basic insight‟: “data exploration” DATA INSIGHT EXECUTION
- 16. Taking analytics outof the back-office SOLUTION: Tight integration: Analytics & Campaigning Offer analytics for different skills – Visual data exploration – Best-practice data mining – Modelling for experts DATA INSIGHT EXECUTION
- 17. The biggest challengefor CRM today How to incorporate data from digital real-time channels in your CRM data infrastructure? DATA INSIGHT EXECUTION
- 18. Big Data: Quantumphysics of CRM The new elementary particles of a customer Transaction = „Atoms‟ Interactions = „Quarks‟ • Interactions lead to transactions • CRM wants to tap in earlier ?
- 19. Performance Digital Mkt CRM Grow value Ownmedia Anonymous External media Identified Identified Anonymous Own media External media
- 20. Performance Digital Mkt CRM Grow value Ownmedia Anonymous Web Analytics External media Identified Identified Anonymous Own media External media
- 21. Web analytics notfit for CRM SIZE Too much data transfer load to handle
- 22. Web analytics notfit for CRM FORMAT Too much effort to make it usable for marketers
- 23. Web analytics notfit for CRM LOCATION Customer data and digital data is not in the same place
- 24. Web analytics notfit for CRM IDENTITY Can‟t link them to customer records
- 25. Web analytics notfit for CRM PRIORITY CRM not a priority for the digital team
- 26. Web analytics notfit for CRM Trying to combine things that where never designed to fit together
- 27. Web Analytics Performance Digital Mkt CRM Growvalue Own media Anonymous Visitor Analytics See people not traffic External media Identified Identified Anonymous Own media External media
- 28. It is timeto see the ‘Who & Why’ through the ‘What’ Simple example: Engagement measure WEB Analytics WHAT VISITOR Analytics WHO & WHY 2,75 CRM CRM
- 29. Who isengaging with my brand? Are my inactive customers still visiting us? How do first-time buyers behave online? HIGHLY ENGAGED visitors not yet in my database How do different segments ENGAGE ? Is Engagement going up or down in that segment? How is that distributed within that segment ?
- 30. Turning traffic intovisitor profiles BEHAVIORAL Building a behavioral profile for each individual visitor Brand engagement - Shopping activity How often do they come When came last time How active are they How long do visitors they stay Subscribed How much content consume have higher engagement Time of day …. - BEHAVIORAL Anonymous visitors Interest profiles Purchase to visit Basket to visit Sensitivity to promo Write reviews? Comment on reviews? … CRM - What interests them What do they click in e-mails Where do they spend most time Last visited products Searched items … BEHAVIORAL CRM contacts
- 31. Blending CRM datawith behavioral data VISITOR ANALYTICS Web Analytics Analytics Execution BEHAVIORAL CRM BEHAVIORAL CRM BEHAVIORAL
- 32. In today‟s digitalworld every relationship starts with a first click
- 33. Extending the CRMsingle view Tracking everyone interacting with your brand Connected to your CRM infra: Analytics & Execution Visitor Prospect 1) Gain new insights 2) Precision targeting across channels 3) Better customer experience Customer
- 34. Gain new insights RelationshipMarketing (CRM) See people through traffic Learn who your visitors are Analyze differences between segments Discover interesting audiences Set new KPI‟s to drive segment migration Define targeting tactics to achieve goals
- 35. Cross-channel precision targeting Inboundpersonalization Optimize e-mail programs Read: 61% CTR: 35% BTC: 9%
- 36. Cross-channel precision targeting Useinbound channels for lifecycle CRM Visitor Prospect Customer Segment based targeting: First time visitor High engagement – not subscribed Subscriber – no purchase First time buyer Loyal buyer – no review Inactive customer ….. ?
- 37.
- 38. Conclusion It‟s standard CRMpraxis, extended to the new normal Driven by a very tactical approach - Driven by questions you always had (but remained unanswered) Better alignment of CRM / digital team
- 40. Use case 1:Using online data to increase relevancy for daily special offer in retail Daily offer, based on – Customer segment – Customer preferences – Purchase history + Product visited online Prioritized offers – in the moment – more relevant
- 41. Use case 2:Using CRM tactics to enhance online experience at broker Managing portfolio – Choosing from longlist – Comparing opportunities – Completing transaction + Transactional history + Customer typology Matched opportunities – Custom Journeys – Pro-active advice
- 42. Customer Profiling Scorecard ExplicitProfile 5 4 Customer Metadata 3 2 Implicit Profile 1 2011 2012 Journey Profile 2013 Response Profile Session Profile Creative Commons License - Customer Profiling Scorecard by 2organize.com is licensed under a Creative Commons Attribution NonCommercial 3.0 Unported License. Feel free to use it, we welcome all feedback.
- 43. Customer Profiling Scorecard(2) • Explicit customer profile • Customer maintained profile: name, address, email, settings, favourites, configurations, preferences, product ratings, reviews, Q&A, UGC, Social Media Content • Implicit customer profile • Supplier maintained behavioural profile: online transactions, offline transactions, product use, service use, interactions, socio-demographic data, psychographic data • Response-profile • Stimulus-reponse-data related to functionalities and campaigns. Include contact history, interaction pressure, campaign response, stimulus-sensitivity • Session-profile • Real-time behavioural data: referring site, location, campaign exposure, use of site functionalities, customer intent • Customer journey profile • Longitudinal cross channel behavioural data: multi stage decision process identification, microconversions, engagement • Customer meta data • Analytics generated customer data: recency/frequency/value profile, LTV-profile, segmentation, engagement scoring, attitudinal scoring, sentiment scoring
- 44. CRM online strategyroadmap 2012 2013 2014 eCRM Roadmap Phase 3 Phase 4 Phase 5 Basics Quick Wins Customer Value Life Time Value Customer Journey Program Prospect Welcome Order Follow Up Churn / Retention EDM: abandoned cart EDM: customer journey Win back EDM: behavioral events Campaigns Bulk communication Simple segmentation Segmentation Multi channel Personalized Real time Interactive Reports Hi-prio KPI‟s All KPI‟s Dashboards Balanced Scorecard Analysis RFM Basic Segmentation Advanced Segmentation LTV Behavioral segmentation Value drivers Loyalty drivers Share of Wallet Life style segmentation Engagement scoring ROMI analysis Marketing Performance Improvement Monitor basic KPI‟s Set up test- and control groups Simple A/B testing Advanced A/B testing Multivariate testing campaigns Advanced A/B testing programs Multivariate testing programs ROMI optimization Customer Data Integration Registrations Transactions Customer Profiles Contact history Demandware Survey data Campaign feedback data Integrate business units Web data Social media data Competitor data External environment data Vision & Strategy Customer Contact Strategy Phase 2 Insights Creative Commons License – CRM Online Strategy Roadmap is licensed under a Creative Commons Attribution NonCommercial 3.0 Unported License. Feel free to use it, we welcome all feedback. www.2organize.com Phase 1
- 45. Start by doingwhat's necessary; Then do what's possible; And suddenly you are doing the impossible Giovanni di Pietro di Bernardone 12th century
- 46. For more info Pleasecontact: Jan Teerlinck [email protected] Tel: +32 473 361 498 Lars Crama [email protected] Tel: +31 6 51 506820
Editor's Notes
- #4 What
- #7 Both have same driver: more relevancyLeft world is driven by transactions (always been)Right world is driven by interactionsThe world today is about interactions. The transaction is the result of the interaction.
- #45 Inhoud:Explicit customer profileCustomer maintained profile: name, address, email, gender, age, settings, favourites, configurations, preferences, product ratings, reviews, Q&A, UGC, Social Media ContentImplicit customer profileSuppliermaintainedbehavioural profile: online transactions, offline transactions, product use, service use, interactions, socio-demographic data, psychographic dataResponse-profileStimulus-reponse-data relatedtofunctionalitiesandcampaigns. Include contact history, interactionpressure, campaign response, stimulus-sensitivitySession-profileReal-time behavioural data: referring site, location, campaign exposure, use of site functionalities, customer intentCustomer journey profileLongitudinal cross channelbehavioural data: multi stage decisionprocessidentification, microconversions, engagement Customer meta dataAnalytics generated customer data: recency/frequency/value profile, LTV-profile, segmentation, engagement scoring, brand affinity scoring, product categoryaffinity scoring, product attributeaffinity scoring, attitudinal scoring, sentiment scoring