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Data-Driven Marketing Roadshow Selligent - March 27, 2014
The document discusses the integration of relationship marketing and digital performance marketing, emphasizing the importance of data-driven multi-channel campaign management. It highlights challenges such as coordinating inbound and outbound marketing efforts and the need for personalized customer interactions. Ultimately, the document advocates for a more cohesive approach between CRM data and digital marketing to enhance customer engagement and optimize conversion rates.
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Data-Driven Marketing Roadshow Selligent - March 27, 2014
- 2. Bridging the gapbetween Relationship marketing & Digital performance marketing Jan Teerlinck VP Product marketing Welcome
- 3. Acquiring customers CustomersContactsVisitors (Anonymous) (Identified) ‘Owned’media‘PAID’ media CRMTraffic ‘Customer ID’ world‘Cookie’ world
- 4. Two worlds inMarketing Automation Display / Search / Social /CMS Relationship marketing (multi-channel campaign management) Known customers / contactsAnonymous visitors Optimised content Optimised content DATA DRIVEN
- 5. • Multi-channel campaignmanagement • New-York, Brussels, Paris, Barcelona, Munich, Amsterdam • ± 400 clients in 13 countries - Focus on B2C Gartner (MCCM) ABOUT SELLIGENT
- 6. Marketing automation inthe ‘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
- 7. Main driver: Createbetter 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 channels EVOLVE
- 8. Social publish Social registration Web page Twitter direct E-mail Mobile Connected experiencesacross channels 1) Integration drastically simplifies your day-to-day 2) Interaction = PROCESS Right message, right time
- 9. Example: Optimise conversion 9 Orderyour pre-pay SIM card on-line Re-targeting messages via e-mail Return to point where person dropped off
- 10. Example: life-cycle process 10 INFORMUPSELL 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
- 11. Example: preference centerfor personalisation 11 Birthday: send personalized coupon for in-theater redemption Use alibi to survey customer – ask for preferences Future communication is personalised
- 12. Data challenges forCRM 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
- 13. Own media Identified Anonymous Paid media Thehistoric division Paid media Identified Anonymous Own media None -PII Digital Marketing Relationship Marketing PII Web analytics Re-targeting E-mail Display
- 14. Own media Identified Anonymous Paid media UsingCRM data in the digital ecosystem Paid media Identified Anonymous Own media None -PII Digital Marketing DATA ON-BOARDING Relationship Marketing PII AMPLIFY Web analytics
- 15. Facebook Custom Audiences(CA) 15 • Use your CRM data on Facebook Target your contacts/customers on Facebook Data on-boarding
- 16. Facebook Custom Audiences(CA) 16 • Inclusion & exclusion targeting • Extend with look-alike audiences Data on-boarding
- 17. General data on-boarding 17 •Target your contacts/customers wherever they are Data on-boarding
- 18. 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
- 19. Own media Identified Anonymous Paid media Theonly none customer centric quadrant Paid media Identified Anonymous Own media None -PII Digital Marketing DATA ON-BOARDING Relationship Marketing PII AMPLIFY Web analytics
- 20. • Too mucheffort to make it usable for marketers FORMAT Web analytics not fit for CRM
- 21. • Customer dataand digital data is not in the same place LOCATION Web analytics not fit for CRM
- 22. • Can’t linkthem to customer records IDENTITY Web analytics not fit for CRM
- 23. • CRM isnot a priority for the digital team PRIORITY Web analytics not fit for CRM
- 24. Web analytics notfit for CRM Trying to combine things that where never designed to fit together
- 25. Own media Identified Anonymous External media Findingthe good from the bad External media Identified Anonymous Own media PII None -PII Digital Marketing Relationship MarketingDATA ON-BOARDING See people through traffic BEHAVIORAL
- 26. Web Analytics Traffic mgr <GOOGLE> BlendingCRM data with behavioral data Selligent Behavioral <SELLIGENT> Cross-channel Execution CRM mgr Customer analytics BEHAVIORALBEHAVIORAL CRM data Behavioral data CRM Making interaction data from DIGITAL channels ACTIONABLE for CRM INSIGHT TARGET
- 27. Own media Identified Anonymous External media Allis ‘customer / visitor centric’ now External media Identified Anonymous Own media PII None -PII RE-TARGET RE-TARGET Digital Marketing Relationship MarketingDATA ON-BOARDING AMPLIFY PROFILE GROWDB
- 28. Conclusion “Bridging thegap” 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.” [email protected] +32 473 361 498