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shanghai | january 2016 | luca destefanis | twitter: @lucadeste
about Wine, Love & Data-Driven Marketing
LUCA DESTEFANIS IBM, AP MARKETING EXECUTIVE World B2B Marketing Chief Congress Shanghai, January 21st 2016
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
4x more likely to consider a brand, if believe the brand will provide business value
14% of buyers perceive enough meaningful difference between brands’ business value to be willing to pay extra
2xPersonal value has twice the effect of business value across a broad range of commercial outcomes
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
91% of CMO say they should use more customer data to drive
decision making
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
- 78%, +9%
10x
5X-50X
3x
Cognitive
Surveys Systems
decrease in touches with uplift in responses
more likely to respond from inbound tactics
more quality responses with the right offer (i.e. Software Downloads, Online Demos, Webinars)
click-rates by personalizing content by industry
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
77% of CMOs are making major changes to focus more on
Customer Experience
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Discovery Engagement Purchase/AdoptionCommitment Advocacy
Buyers Want A Personalized Experience
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Discovery Engagement Purchase/AdoptionCommitment Advocacy
140x
63% to 93%
10X
+23%
increased clicks to content by adding a clear call to action button
the bounce rate for traffic linking from non-English content to English
Response-to-Lead conversion rates with live chat
increased clicks by simplifying page content
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
The US mobile operator masters the art of customer analytics through calls data and
social sentiment mining to reduce churn rate
The leading sporting goods retailer in China captures through its web, mobile and social
media sites all personal and shopping data to launch precision-guided marketing initiatives
The Netherlands’ largest online retailer is grabbing the attention of browsers and
abandoners with a comprehensive behavioral retargeting program
A Hong Kong television broadcaster is using sophisticated analytics to analyze its station’s viewers, programs rating and greatly increase the effectiveness of its advertising promotions
Dutch bank ING Bank personalized marketing activities based on client data and online
interactions, and moved from campaign to continuous dialogue with customers
Luxottica, world’s leader of eyewear captures interactions across every channel on 100
million customers, to define highly segmented customer behavior for targeted marketing
initiatives
The US retailer uses advanced mathematical models to describe a customer’s behavior to
cluster customers based on motivation, engagement and buying behavior
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The Japanese retailer adopted a multi-channel marketing platform to strengthen relationship
with its customers based on behavioral analysis
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China Mobile leverages customer data to offer personalized recommendations: analyze user behavior to build profiles and develop personalized service offerings, recommend personalized applications on smart phones, and suggests the best device for users when
they are ready to upgrade
shanghai | january 2016 | luca destefanis | twitter: @lucadeste
Luca Destefanis. IBM [email protected] @lucadeste ibm.com/csuitestudy
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