VII Targi eHandlu Prezentacje, Karolina Żmijewska, optivo GmbH

From „BIG DATA” to „RIGHT DATA”. Customer Intelligence w e-mail marketingu.

Company.

2001

Omnichannel

>1.000

Data założenia

Klientów

4

>

Od czerwca 2013 należy do Deutsche Post DHL

Locations (Berlin, Warszawa, Amsterdam, Istambuł)

>130 (E-Mail, SMS/Mobile, Social, Web, Fax, Print)

Pracowników

More Than Just An Email Marketing Software.

More Than Just An Email Marketing Software.

Transaction mails

98% deliverability in the first minute

25 mil. emails / hour

100+ servers | ISO 27001 certification

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Zweite Ebene

» Dritte Ebene

Kto słyszał o

“Big Data”?

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Zweite Ebene

» Dritte Ebene

Kto słyszał o

“Big Data”?

Big Data is Booming

Źróło: http://www.gxsoftware.com/en/company/article/Infographic-Dont-

get-snowed-under-with-Big-Data.htm#.VETe12Medrr

Big Data is Booming



Big Data is Booming



Big Data is Booming



Big Data is Booming



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» Dritte Ebene

Źródła „Big Data”

Formularze.

Beispiel tiscover

Śledzenie zachowania.

Beispiel buch.de


Beispiel buch.de


Beispiel buch.de


Beispiel buch.de


Beispiel buch.de

Przydzielenie

profilu klienta


Beispiel buch.de

Przydzielenie

profilu klienta

Web analytics.

Beispiel buch.de

Web analytics.

Beispiel buch.de

Web analytics.

Beispiel buch.de

<

Web analytics.

Beispiel buch.de

Web analytics.

Beispiel buch.de

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Big Data

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Zweite Ebene

» Dritte Ebene

Big Data

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Right Data

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Right Data

Wyzwania.

Big Data Opportunities.

Increase New Customer Acquisition

Increase Customer Satisfaction

Increase Customer Loyalty

Improve Turn Rates

Increase cross-up sales

Increase conversion rates

Wyzwania.

Beispiel buch.de

Wszystkie działania

analizuj i przechowuj jako

profil klienta.

Touchpoints – Controllable Segments.

Zainteresowania/Zachowanie

- Kategorie produktów

- Subskrypcje

- Historia zakupów

Wartość Klienta

- Analiza ABC

- Customer-Lifetime-Value

Dane demograficzne

- Płeć

- Wiek

- Miejsce zamieszkania

- Przychody

Customer Support/ Attitunal data

- Faktury

- Skargi

- Pytania

- Ankiety

Loyality–based data

- Udział w programach

lojalnościowych

- Ponowne zakupy

- Polecanie znajomym

Właściwa selekcja danych.

Web / Online-Shop

CRM

E-Mail-Marketing

Data pool

Receiver with E-Mail-Address

Recipient -

Segments

WYZWANIE. Tworzenie właściwych segmentów

Recommendation Engine.

WYZWANIE.

Właściwy dobór scenariuszy

Product recommendation in E-Mails

Recommendation

Engine

Web / Online-Shop

CRM

E-Mail-Marketing

Automatyczna selekcja.

Discover association rules

Weiterführende Informationen:

R. Kulka, „E-Mail-Marketing – Alles, was sie wissen müssen“, S. 570 ff.

Open Source Data-Mining-Tool: RapidMiner

Bildquelle: Walbusch.de














































Recommendations.

Quelle: eventful – MarketingSherpa email

summit 2014

Recommendations.


summit 2014

Recommendations.


summit 2014

Recommendations.


summit 2014

Recommendations.


summit 2014

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Right Data. Dynamic content

Recommendation in email

Integracja z mailem

Przykład reBuy.de

10,84%

1,93%

wcześniej potem

Wyniki.

reBuy reCommerce GmbH | Kanalstraße 139 | 12357 Berlin 56

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Right Data. Customer Intelligence

Live Analytics

Integrations

Customer Intelligence.

Live Analytics.

Live Analytics.

Integrations.

Integrations.

Analytics

Integrations.

Analytics

CRM

AI

Integrations.

Analytics

CRM

Commerce

API

Integrations.

Analytics

CRM

Commerce

API

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Right Content. Smart Campaigns

Marketing Automation

Lifecycle

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Smart Campaigns.

Marketing Automation.

Lifecycle.

Newsletter

Prospect

Inactive customer

Existing customer

New customer

Order confirmation

Cross- & Up-Selling

Saint‘s day mailing

Anniversary mailing

Reactivation mail

Feedback mail

Welcome series

Krok 1. Welcome series.

reBuy reCommerce GmbH | Kanalstraße 139 | 12357 Berlin

Krok 1: Welcome series.






1

2

3

4

Open rate

Click rate

CVR

Revenue per klick

70%

25%

20%

2 €


Krok 2: Nowi klienci








Krok 2: Nowi Klienci


Open rate

Click rate

CVR

Obrót

*2,5

*5

*1,2

*1,3

Krok 3: Nieaktywni klienci


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Right Channel. Omnichannel Execution

Omnichannel Execution.

E-Mail


E-Mail

Mobile


E-Mail

Mobile

Web


E-Mail

Mobile

Web

Social


E-Mail

Mobile

Web

Social

Fax


E-Mail

Mobile

Web

Social

Fax

Print

Core

Data Opens

Clicks

Post Click

Tracking

Web

Shop

CRM

Trans-

actions

Campaign

Mgmt.

Decisioning

Analytics

Analytics

Right Data

Core

Data Opens

Clicks

Post Click

Tracking

Web

Shop

CRM

Trans-

actions

Campaign

Mgmt.

Decisioning

Analytics

Analytics

Right Content

Right Data

Core

Data Opens

Clicks

Post Click

Tracking

Web

Shop

CRM

Trans-

actions

Campaign

Mgmt.

Decisioning

Right Channel

Analytics

Analytics

Right Content

Right Data

Pretty Big Data ;)

Change „Big Data” into

„Right Data”!

Dziękuję za uwagę!

Karolina Żmijewska Senior Sales Consultant [email protected] Tel.: 795 145 412

optivo GmbH/Sp. z o.o. ul. Pokorna 2 00-199 Warszawa

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VII Targi eHandlu Prezentacje, Karolina Żmijewska, optivo GmbH

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