The Path to Building Lifetime Customers. Lars Birkholm Petersen Global Director, Business Optimization Services

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1 The Path to Building Lifetime Customers Lars Birkholm Petersen Global Director, Business Optimization Services

2 Reality? 2

3 Common Marketing Today

4 How We Digitally See Our Customers

5 It s all about ME, not you!

6 Meet Ebbe

7 How We Should Digitally See Our Customers!

8 And They Are Always Connected (And distracted!)

9 What is a Lifetime Customer?

10 What Does A Great Website Experience Look Like?

11

12 Source: The Realities of Online Personalization, econsultancy April 2013

13

14

15 Automated Decisions Predictions A/B Testing Automation (Basic) Multivariate Testing Adaptive Print Automation (Advanced) Establish Community Profile content & Visitors Rules Based Personalization Central hub for profiles Behavioral Targeting Community integrated Cross Channel Ecommerce (stand alone) Campaign Management Campaign Attribution Ecommerce (integrated) Social (share) Customer Tracking (Reporting) Social (listen) Customer Tracking (CRM integration) Social (engage) Content distribution (Multi Channel starting with Mobile site) Content distribution (Cross Channel dialogue) Marketing (Basic) Web analytics Traffic Acquisition (SEO & Search Marketing) Design (One size fits all) Marketing (Segmented) Engagement analytics Design (Responsive) Marketing (Automated) Predictive analytics Traffic Acquisition (SEO & Bid Management) Design (Device aware)

16 Marketers Digital Analysts Acquisition Marketer Channel Experts Data Analyst A/B Testing Automated Decisions Predictions Adaptive Print Automation (Basic) Automation (Advanced) Multivariate Testing Profile content & Visitors Rules Based Personalization Establish Community Central hub for profiles Behavioral Targeting Community integrated Cross Channel Ecommerce (stand alone) Campaign Management Campaign Attribution Ecommerce (integrated) Social (share) Customer Tracking (Reporting) Social (listen) Customer Tracking (CRM integration) Social (engage) Content distribution (Multi Channel starting with Mobile site) Content distribution (Cross Channel dialogue) Marketing (Basic) Web analytics Traffic Acquisition (SEO & Search Marketing) Design (One size fits all) Marketing (Segmented) Engagement analytics Design (Responsive) Marketing (Automated) Predictive analytics Traffic Acquisition (SEO & Bid Management) Design (Device aware)

17 2013 State of Maturity

18 Source: Sitecore Customer Experience Maturity Assessment, September 2013

19 Travel Technology Service Non-profit Manufactoring Healthcare Government Financial Entertainment Education ecommerce Consumer Goods Association Initiate Radiate Align Optimize Nurture Engage Lifetime Customers 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

20 Source: Sitecore Customer Experience Maturity Assessment, September 2013

21 66% Don t Measure Towards Business Objectives! How do you measure Digital Success 12% 16% 22% 23% We do not specifically measure digital success Visits Above + conversions 27% Above + KPIs aligned with business objectives Above + KPIs aligned with customer lifecycle across multiple online and offline channels

22 Most Organizations

23

24

25 Proven Business Case

26 Disruptive

27

28

29 How To Get Started! 1. Think Customers, Think Life Cycles 2. It s People, Process and Technology 3. Align Objectives 4. Take Steps to Act on Data 5. Start Creating Better Experiences

30 Start With the Quick Wins! Initiate

31 Interested In A Free Maturity Assessment? - 3 Free Assessments Available - Check The Box on Your Feedback Card to Be Entered in a Drawing Lars Birkholm Petersen Global Director, Business Optimization Services

32 Digital Optimization Insights ebook /GetOptimized

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