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User journeys: FATTI non PAROLE.Come analizzare i processi di acquisto e usare i dati per creare dei journey omnicanale efficaci.
This document discusses customer journeys and how understanding customer behavior can increase business value. It explains what a customer journey is and provides examples of different types of customer journeys like those who surf but don't buy, surf and buy, or surf intensely. The document also discusses how to measure key metrics like engagement, churn, and purchases at different points in the customer journey. Finally, it presents some techniques like association rules, content-based algorithms, and collaborative filtering that can be used to better understand customer preferences and provide personalized recommendations.
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User journeys: FATTI non PAROLE.Come analizzare i processi di acquisto e usare i dati per creare dei journey omnicanale efficaci.
- 1. Customer Journeys: fattinon parole Andrea Longo, VP Customer Success Maggio 2019
- 2. 2 DIGITAL STRATEGY DIGITALOPERATIONS ACQUISITION & ENGAGEMENT PLANNING, PERFORMANCE MEASURING, TRAINING COMPETITIVE BENCHMARKING APPLICATION DEVELOPMENT AND INTEGRATION SERVICES FULL SERVICE CREATIVITY & CAMPAIGN MANAGEMENT DELIVERABILITY SERVICES INTEGRATED MARKETING SERVICES TECHNOLOGY MARKETING PROVIDER + CUSTOMER DATA PLATFORM ANALYTICS / SEGMENTATION / PERSONALIZATION / AUTOMATION
- 3. 3 Contactlab Attention to details Competence Experimentation Experience Pursuitof perfection Control
- 4. 4 Il journey COSA E’UNO USER JOURNEY?
- 5. 5 EMAIL OPENERS PURCHASING PATTERN NOTEMAIL RECEIVERS PURCHASING PATTERN
- 6.
- 7. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Journey: il disegno di un’esperienza Siamo sempre pronti ? Complexity = Effectiveness ?
- 8. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ✓ anti-churn ✓ acquisition ✓ brand awareness ✓ loyalty adoption ✓ drive to store ✓ engagement ✓ retention ✓ purchase frequency ✓ reputation ✓ avg ticket amount … Increase business value
- 9. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9 Which is the impact?
- 10. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. surf but not buy surf & buy surf intensely
- 11. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. many communication few reactions no communication spontaneous purchases good reactivity ..till a purchase
- 12. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Many other events: • Cart actions • Compare actions • Transazioni • etc… search key ADV referral wishlist
- 13. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 14. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 15. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 16. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. engagement churnprediction
- 17. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 1°acquisto 2°acquisto
- 18. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ratings 2 3 ? ? 4 2 4 ? 1 Purchases 1 1 0 0 1 1 1 0 1 Low relevancy High relevancy Association Rules Product association rules Content-based Algorithm Product features similarity check Collaborative Filtering Users preferences similarity check
- 19. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 20. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 21. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 22. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Controllare
- 23. © Copyright 2017-2020Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. It’s all about helping you do your job even better. GRAZIE – THANK YOU! Andrea Longo [email protected]