From Email to Cross-Channel Building a cross-channel roadmap
Dan LeBlanc VP, Customer Intelligence &
Relationship Management
Provide Commerce
Presented by:
Marcus Tewksbury Global Vice President, Product Strategy
Experian Marketing Services
The world… is NOT flat!
Customers are evolving
Meet Dana…
experian.com/meetdana
EMPOWERED
HYPERCONNECTED
OPINIONATED
HIGHLY VOCAL
… the modern consumer
Flattening the funnel
CHANNELS AWARENESS INTEREST DESIRE ACQUISITION
Catalog
Birthday Offers Birthday Reminder
Loyalty Capture Promotion
Community Promotion
Local Discount
Lessons from B2B…
Product vs. customer centric
Experience
Messaging
Product
Channel
Thinking like a salesperson
CUSTOMERS AWARENESS INTEREST DESIRE ACQUISITION
Catalog
Birthday offers
Birthday reminder
Loyalty capture
Promotion
Community promotion
Local discount
Review
Catalog
Promotion
Provide Commerce
Unique and sentimental gifts that make a classic statement.
Farm fresh fruit, gift baskets and delicious hand-made sweets.
Custom, personalized gifts for every occasion.
Gift advice and ideas from the experts for everyone on your
list.
Gourmet hand-dipped berries, cookies and cakes.
A wide selection of green and exotic plants, perfect for gifts
and home décor.
The freshest flowers, guaranteed to last at least 7 days.
Leading online provider of high quality gifts and gift recommendations backed by
superior customer service.
The source for the highest quality fresh flowers, chocolates and sweets, jewelry,
accessories and unique, personalized gifts.
Our family of brands
Marketing in a product centric
approach
website
display
direct mail
Understand your customer
Perform a customer segmentation study
• Survey customers and non-customers
• Build a psycho-demographic segmentation
“Input” variables
key attributes key needs key behaviors key
demographics key lifestyle
variables database variables
Cluster analyses
Home Florists
Dutiful Spouse Occasionally Thoughtful Romantics
Build a customer profile
Jennifer
• Wants the gift to be
unique and one they
will remember
• Seeks out ideas and
inspiration everywhere
• Likes to see what
others think of a
product or brand
Lisa
• Wants the gift to be
something they won’t
buy for themselves
• Knows what they want
to buy
• Has a group of brands
that they have come to
trust over the years
Identify the critical decision points
Constant
marketing from
brands
Ideation Window shopping
Shopping the site
Transaction Delivery The Give Follow Up
From brand Spread the
word “CRM”
FMOT
Market with a customer centric
approach
display
social
website direct mail
Speak to your segments
How to target
Audience IQ
Database
Internal DB/retention
Cookies Pixel
Consumer View
Acquisition direct mail
TV Online display Dynamic website
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Cherry Moon Farms – Save 20%
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Shari's Berries – Save 20%
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