Date post: | 22-Jan-2015 |
Category: |
Marketing |
Upload: | ddm-alliance |
View: | 410 times |
Download: | 2 times |
Bridging the gap between
Relationship marketing&
Digital performance marketing
Jan TeerlinckVP Product marketing
Welcome
Acquiring customers
CustomersContactsVisitors(Anonymous) (Identified)
‘Owned’ media‘PAID’ media
CRM Traffic
‘Customer ID’ world‘Cookie’ world
Two worlds in Marketing Automation
Display / Search / Social /CMS Relationship marketing(multi-channel campaign management)
Known customers / contactsAnonymous visitors
Optimised content Optimised content
DATA DRIVEN
• Multi-channel campaign management
• New-York, Brussels, Paris, Barcelona, Munich, Amsterdam
• ± 400 clients in 13 countries - Focus on B2C
Gartner (MCCM)
ABOUT SELLIGENT
Marketing automation in the ‘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
Main driver: Create better 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 channelsEVOLVE
Social publish
Social registration
Web page
Twitter direct
Mobile
Connected experiences across channels
1) Integration drastically simplifies your day-to-day
2) Interaction = PROCESS Right message, right time
Example: Optimise conversion
9
Order your pre-pay SIM card on-line
Re-targeting messages via e-mail
Return to point where person dropped off
Example: life-cycle process
10
INFORM UPSELL 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
Example: preference center for personalisation
11
Birthday: send personalized coupon for in-theater redemption
Use alibi to survey customer – ask for preferences
Future communication is personalised
Data challenges for CRM
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
Own media
Iden
tified
Anon
ymou
s
Paid media
The historic division
Paid media
Iden
tified
Anon
ymou
s
Own media
None -PII
Digital Marketing
Relationship Marketing
PII
Web analytics
Re-targetingE-mail
Display
Own media
Iden
tified
Anon
ymou
s
Paid media
Using CRM data in the digital ecosystem
Paid media
Iden
tified
Anon
ymou
s
Own media
None -PII
Digital Marketing
DATA ON-BOARDING
Relationship Marketing
PIIAMPLIFY
Web analytics
Facebook Custom Audiences (CA)
15
• Use your CRM data on Facebook
Target your contacts/customers on Facebook
Data on-boarding
Facebook Custom Audiences (CA)
16
• Inclusion & exclusion targeting
• Extend with look-alike audiences
Data on-boarding
General data on-boarding
17
• Target your contacts/customers wherever they are
Data on-boarding
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
Own media
Iden
tified
Anon
ymou
s
Paid media
The only none customer centric quadrant
Paid media
Iden
tified
Anon
ymou
s
Own media
None -PII
Digital Marketing
DATA ON-BOARDING
Relationship Marketing
PIIAMPLIFY
Web analytics
• Too much effort to make it usable for marketers
FORMAT
Web analytics not fit for CRM
• Customer data and digital data is not in the same place
LOCATION
Web analytics not fit for CRM
• Can’t link them to customer records
IDENTITY
Web analytics not fit for CRM
• CRM is not a priority for the digital team
PRIORITY
Web analytics not fit for CRM
Web analytics not fit for CRM
Trying to combine things that where never
designed to fit together
Own media
Iden
tified
Anon
ymou
s
External media
Finding the good from the bad
External media
Iden
tified
Anon
ymou
s
Own media
PII
None -PII
Digital Marketing
Relationship Marketing DATA
ON-BOARDING
See people through traffic
BEHAVIORAL
Web Analytics
Traffic mgr
<GOOGLE>
Blending CRM data with behavioral data
Selligent Behavioral
<SELLIGENT>
Cross-channel Execution
CRM mgrCustomeranalytics
BEHAVIORALBEHAVIORAL
CRM data
Behavioral data
CRM
Making interaction data from DIGITAL channels ACTIONABLE for CRM
INSIGHT TARGET
Own media
Iden
tified
Anon
ymou
s
External media
All is ‘customer / visitor centric’ now
External media
Iden
tified
Anon
ymou
s
Own media
PII
None -PII
RE-T
ARG
ET
RE-TARGET
Digital Marketing
Relationship Marketing DATA
ON-BOARDINGAMPLIFY
PROFILE
GRO
W D
B
Conclusion “Bridging the gap”
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