Manage the Digital and Mobile Customer Experience A Breakfast Briefing. For Web Analysts, Customer Insight Managers & Online Marketers
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1 Manage the Digital and Mobile Customer Experience A Breakfast Briefing For Web Analysts, Customer Insight Managers & Online Marketers
2 The art of the possible SCL background Predicting, Understanding and Shaping Behaviour Solution overview IBM Digital Analytics Demo IBM Tealeaf Customer Experience Demo Questions 2 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
3 About SCL Proven and established Over 10 years experience in predicting, understanding and shaping behaviour. Technology Recognized by Industry Analysts Expertise Full range of online and on-site training programmes Comprehensive services options Standards based Jumpstart implementation and consulting packages Custom services packages Consultants On-Demand Dedicated account manager Customers 3 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
4 How will it behave? Launching a new campaign Deploying a new website Performing a technology refresh 4 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
5 What is the behaviour? What s happening? Why is it happening? Where are our visitors coming from? Visibility across channels and devices 5 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
6 How can we change behaviour? Make your marketing feel like a premium service Personalised content and product recommendations Targeted and ad-campaigns Optimised PPC Campaign Management 6 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
7 First Understand Your Customers Behaviour, Then Shape it. 7 7 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
8 Why? Source: Forrester, Harris Interactive 88% of web buyers abandoned an online shopping cart without completing a transaction 75% of consumers move to another (more costly) channel when online customer service fails 41% of Social Media comments about the top mobile companies expressed frustration 63% of all online adults are less likely to buy from the same company via other channels if they experienced a problem with a mobile transaction Brand SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
9 Visibility Into Key Aspects of Ecommerce 9 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
10 Meet your prospective customer 10 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
11 Building an invdividual history Traffic Sources Impressions Location: London, UK Average Session Length: 9:32 Lifetime Visits: 55 First visit: 2/7/2014 Google PPC Last Visit: 28/7/2014 Affiliate Social 11 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
12 Cross device Traffic Sources Impressions Location: London, UK Average Session Length: 9:32 Lifetime Visits: 55 First visit: 2/7/2014 Google PPC Last Visit: 28/7/2014 Affiliate ipad, iphone, Windows PC Google Social Devices 12 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
13 Understanding engagement Traffic Sources Impressions Social Digital Behaviour Customer: ia883hhs77uf Location: London, UK Average Session Length: 9:32 Lifetime Visits: 55 First visit: 2/7/2014 Google PPC Last Visit: 28/7/2014 Affiliate ipad, iphone, Windows PC Google Last Quote: Q /7/2014 Purchase: 28/7/2014 Last Order Value: Devices Purchase History 13 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
14 Across channels Traffic Sources Impressions Social Devices Customer Attributes Offline Digital Behaviour Purchase History Name: Jane Smith Customer: ia883hhs77uf Location: London, UK Age: 30; Gender: Female Average Session Length: 9:32 Lifetime Visits: 55 First visit: 2/7/2014 Google PPC Last Visit: 28/7/2014 Affiliate ipad, iphone, Windows PC Google Last Quote: Q /7/2014 Purchase: 28/7/2014 Protected No Claims Comprehensive 1 Claim in last 2 years No Fault LTV: 2, SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
15 With a single customer view? 15 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
16 A simple example 16 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
17 Jane s ready to purchase 17 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
18 But has a little challenge 18 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
19 Understand: Reporting and Analytics Site activity Dissemination of information Evaluation of marketing performance and ROI Segmentation, filtering, comparison Funnels, Journeys, Navigation Abandonment, Struggle 19 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
20 Drill down to understand more View Individual Customer Experiences to Understand Why Why are there low conversions from the home page? Drill Down to Understand WHY SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
21 Take appropriate action for those that struggled. Search for all customers that struggled to complete a form Identify impact on conversion rates, re-target and personalise SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
22 Shape: Personalisation and Customer Experience Go from insight to action with just a few clicks: Integration Personalisation via Ad Networks Personalisation On Site, Push and Via Embed analytics into your enterprise: Self service data feeds Integrate with off-line data 22 SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
23 Digital Marketing Optimization Solution Map Digital Data Digital Data Exchange Tag Manager, Auto-tagging for Websphere Commerce & Exceptional Digital Experiences Multichannel Analytics Reporting & Analysis Digital Marketing Execution Cross-channel & Integration Digital Analytics Complete solution for enterprise analytics Search Optimize Paid Search Advertising Search Engines Google Bing Digital Recommendations Cross-sell products Delivery Points Web Mobile/Social Call Center/Kiosk Digital Data Exchange & Digital Marketing Network Multisite For companies with many websites Engage visitors with content Lifecycle Accelerate the Customer Journey LIV Target Via ESPs Service Providers Silverpop ExactTarget Responsys etc Cross-Channel Marketing Optimization Impression Attribution Measure Advertising Impact AdTarget Target via Display Ads Ad Networks Akamai Audience Science Dotomi Datalogic etc User Experience Customer Eye View of Digital Interactions Silverpop/ Campaign Digital campaign management Channels web & mobile list targeting A/B testing Data Export via DDF/API and DDX SCL is a trading name of Scientific Computers Limited a company registered in England and Wales. Registered number: Registered Office: Jubilee House, Jubilee Walk, CRAWLEY, West Sussex, RH10 1LQ. VAT Number: GB Telephone Web:
24 Scott Logie Chairman of the Direct Marketing Association
25 HELLO Digital and Mobile Customer Experience: Putting yourself in the customer s shoes for business benefit
26 Today s Presentation Don t throw the baby out Introduction Welcome 1996 Not really that long ago Today The good new days Big Data Of course Testing Incremental Success Summary Questions
27 Introduction Chairman of the Direct Marketing Association Protect and Grow the UK Direct Marketing Industry Represent the Industry at Government level (e.g. European Data Regulation) Provide networking and training for members
28 Introduction Customer Experience When was the last time you had a truly great customer experience?
29 Introduction Customer Experience When you have a great customer experience you tell x people BUT When you have an awful customer experience you tell y people
30 Introduction Customer Experience When you have a great customer experience you tell 5 people BUT When you have an awful customer experience you tell 15 people
31 Introduction Customer Experience
32 1996
33 1996
34 Jan Feb March Aug Oct
35 1996 We were pretty good at some stuff: Targeting and Modelling Test and Learn Evaluation and Measurement We were pretty rubbish at other stuff: Timing of offer Reacting to customer needs Connected experience
36 Today Big Data The Connected Consumer The Internet of Everything Wearable technology
37 Today
38 Today
39 BIG DATA BIG DATA data 1.06 Facebook has 1.06 billion monthly active users billion pieces of Facebook content shared every month 15 Petabytes of generated every day worldwide 175 There are roughly 175 million tweets every day 4.6 There are 4.6bn mobile phone subscriptions worldwide 1.06 Facebook has 1.06 billion monthly active users 2 Every 2 days we create as much information as we did from the beginning of time up to From More than 465 million accounts
40 Data Connections
41 Big Data v Small Data v Fast Data There is no problem in marketing that can t be solved with data that is already available.
42 Testing, testing, 1,2,3 I didn t fail 1,000 times, the lightbulb was an invention with 1,000 steps.
43 Testing, testing, 1,2,3 Olympic Track Cycling: 2004 = 2 Golds 2008 = 8 Golds
44 Testing, testing, 1,2,3 What has happened to the art of test and learn in direct marketing? Little increments make a big difference. Test Learn Test Again
45 1996 We were pretty good at some stuff: Targeting and Modelling Test and Learn Evaluation and Measurement We were pretty rubbish at other stuff: Timing of offer Reacting to customer needs Connected experience
46 Today We were pretty good at some stuff: Targeting and Modelling Test and Learn Evaluation and Measurement We should be better: More and better data More opportunity to test Immediate feedback
47 1996 We were pretty good at some stuff: Targeting and Modelling Test and Learn Evaluation and Measurement We were pretty rubbish at other stuff: Timing of offer Reacting to customer needs Connected experience
48 Today We start in a better place: Think now, offer now On-line, mobile, real-time Always on, always visible We were pretty rubbish at other stuff: Timing of offer Reacting to customer needs Connected experience
49 Summary Customer Experience
50 QUESTIONS
51 THANK uk.linkedin.com/in/scottlogie/
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