1) The document discusses analyzing consumer behavior to offer personalized journeys and maximize ROI. It emphasizes the importance of sending the right message to the right person at the right time through the right channel. 2) Data and analytics are highlighted as powerful tools for measuring, analyzing, understanding, and calibrating actions. Segmentation based on demographic, behavioral, and temporal criteria can help personalize communications. 3) Automating segmented and timed communication programs based on consumer behavior is presented as a way to establish an ongoing dialogue with contacts over time.

1. ANALYSER LE COMPORTEMENT DES
CONSOMMATEURS POUR OFFRIR UN
PARCOURS PERSONNALISE…
ET MAXIMISER LE ROI
Arianna Galante, Directeur Général France / Director of Agency Dept.
Paris, 30 janvier 2013
@contactlab @digitalzia #EMP2013
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

2. CONTACTLAB EN BREF
Plus de 1.000 clients
Plus de 40 millions d’emails et 400 campagnes routés par jour
15 ans d’expérience
Plus de 120 experts dans l’email marketing
5 bureaux à Milan, Paris, Munich, Londres et Madrid
1 positionnement unique :
• Technologie : Routeur
• Créativité : Agence
• Analyse : Business Intelligence
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2

3. CONTACTLAB EN BREF
Stratégies de communication digitale
Sites / mini-
Emails Sondages Jeux concours Médias sociaux
sites
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3

4. CONTACTLAB EN BREF
Accompagnement complet
stratégie
création
déploiement et testing
reporting et analyse
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4

5. CONTACTLAB EN BREF
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5

6. VEILLE CONCURRENTIELLE (NewsletterMonitor)
Conçue et développée par ContactLab
Collecte et archive des milliers d’emails
chaque jour
o 4 000 000 de newsletters
o 15 000 announceurs
o 5 langues
o 20 secteurs d’activité
Permet de suivre de près et en temps réel
l’activité email marketing de vos
concurrents sans devoir vous inscrire à
des dizaines de newsletters
Disponible en version beta gratuite
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6

7. ANALYSER LES COMPORTEMENTS DES
CONSOMMATEURS
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7

8. LE MANTRA DE L’EMAIL MARKETEUR : LA PERTINENCE
 Contenus à valeur ajoutée pour le consommateur
Le bon message
 Une variété de contenus, pas que de la vente !
 Personnalisation
A la bonne personne
 Segmentation
 Suivre le cycle de vie du consommateur
Au bon moment  Observer le comportement
 Calibrer timing et fréquence
www
 Respecter les préférences et les habitudes de consommation
Sur le bon canal
 Garantir une expérience cross-canal fluide
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 8

9. LES SATISFACTIONS DE L’EMAIL MARKETEUR : LES RESULTATS
77% des consommateurs préfèrent recevoir des promotions par email.
The 2012 Channel Preference Survey
60% des décideurs dans les entreprises pensent
augmenter leur budget en email marketing.
www.strongmail.com/2012marketsurvey
2012: Retour sur investissement de l’email marketing = $ 39.40
Display = $ 22.38
Search = $ 19.71
Social media marketing = $12.90
Mobile = $ 11.37
Direct Marketing Association “The Power of Direct Marketing" (2011-2012)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9

10. LE DEFI : INSTAURER UN DIALOGUE DANS LE TEMPS
Réception Réactivité Réactivité Réactivité
Point de
Inscription des au au au
contact
messages message 1 message 2 message n
L’inscription à notre mailing list n’est que le début
C’est la réactivité aux messages dans le temps qui sera déterminante pour le succès
d’un programme
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 10

11. UN OUTIL PUISSANT : LES DATAS
On a des plus en plus d’informations
On est en mesure de mesurer, analyser, comprendre, calibrer non actions
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11

12. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
Ce qu’ils vous disent (déclaratif)
Ce qu’ils font (comportemental)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 12

13. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
•Ce que vous avez demandé :
• Simple adresse e-mail
• Profil sociodémographique
• Préférences
Déclaratif
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 13

14. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
•Les réactions à vos messages :
• Taux d’ouverture et fréquence >> niveau
d’appétence/fidélisation
• Taux de clic >> centres d’intérêt
• Conversions (site / offline) >> passages sur le site,
Comportemental type d’achat, valeur moyenne, abandon de
panier…
Email - routeur
Site - web analytics
Offline - CRM
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 14

15. SEGMENTATION : CRITERES
Variables Variables Variables
socio-démo comportementales temporelles
• Homme / femme • A ouvert • Date d’inscription
• Age /anniversaire • A cliqué • Dernière ouverture
• Résidence • A passé x temps sur • Dernier clic
• Situation familiale site • Dernier achat
• A acheté produit A
• A dépensé € y
• A presque acheté le
produit B
L’email marketing devient de plus en plus un processus continu de dialogue centré
sur chaque contact
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15

16. EVOLUTION DANS L’UTILISATION DES PLATEFORMES DE ROUTAGE
C’est la fin du « batch & blast » ou « spray & pray » !
Aller au-delà des
statistiques Interpréter ces Les compléter
traditionnelles variables Définir des
avec le
des emails programmes
(réactivité, comportement
segmentés et
(taux préférences, sur le site /
automatisés
d’ouverture et etc.) offline
de clic)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 16

17. METHODOLOGIE: SAUVES PAR L’AUTOMATISATION !
Mettre en
Identifier les Définir les Créer des place
Automatiser
données segments / parcours processus
le routage
disponibles messages articulés d’échange des
données
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 17

18. UN PARCOURS DE COMMUNICATION COMPORTEMENTAL
UP/CROSS-
SELLING
CONFIRMATION
Achète CONSEILS
D’ACHAT
SONDAGE DE
Clique N’achète pas POST CLIC
SATISFACTION
Abandonne le ABANDON DE
Ouvre
panier PANIER
Surveiller dans le
ENVOI Ne clique pas INACTIFS
temps
Surveiller dans le
N’ouvre pas INACTIFS
temps
Système d’action / réaction pour suivre le parcours du contact et saisir les
opportunités de communication, relance et conversion de façon pertinente
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 18

19. DONNEZ LA BIENVENUE
Et n’hésitez pas à relancer si l’offre en vaut la peine
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 19

20. DONNEZ LA BIENVENUE
Une offre immédiate Une introduction à la marque
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 20

21. PERSONNALISEZ VOS MESSAGES
1.
Plus de 50 combinaisons :
2.
1. Situation familiale
2. Conseils produits
3. Promotion magasin
3.
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 21

22. IDENTIFIEZ ET RELANCEZ LES INACTIFS
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 22

23. IDENTIFIEZ ET RELANCEZ LES INACTIFS
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23

24. STIMULEZ L’ACHAT POST CLICK
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24

25. RECUPEREZ LES ABANDONS DE PANIER
http://www.emailinstitute.com/email-gallery
A fashionable reminder! You have fabulous
items in your shopping basket...
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 25

26. RECUPEREZ LES ABANDONS DE PANIER (et testez !)
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 26

27. CREEZ UN PARCOURS POST ACHAT
Up/cross-selling Infos sur la destination Rappel itinéraire et Sondage de
conseils de voyage satisfaction
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 27

28. CONTINUEZ A FIDELISER APRES L’ACHAT : SONDAGE DE SATISFACTION
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 28

29. CONTINUEZ A FIDELISER APRES L’ACHAT : FAITES DU CONSEIL APRES VENTE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 29

30. STIMULEZ LE REACHAT
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 30

31. ANALYSES TYPE
POST CAMPAGNE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 31

32. ANALYSE OUVERTURES / CLICS / VENTES
Nouvelle collection illy Art Collection par Michelangelo Pistoletto
Taux de clic
Dimension des cercles :
Taux emails envoyés
d’ouverture Intensité de la couleur :
ventes
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 32

33. L’INFLUENCE DE L’EMAIL SUR LES ACHATS
Même article / autre
Article de l’email TOTAL COLLECTION AUTRES COLLECTIONS TOTAL
couleur, matière
Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA
ONLINE
Ouvertures
OFFLINE
Total
ONLINE
Clicks
OFFLINE
Total
6X
100 X
Fenêtre d’influence : 30 jours
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 33

34. JUSQU’A UN TABLEAU DE BORD PERSONNALISE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 34

35. JUSQU’A UN TABLEAU DE BORD PERSONNALISE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 35

36. JUSQU’A UN TABLEAU DE BORD PERSONNALISE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 36

37. DERNIERES CONSIGNES POUR CONCLURE
Garde à l’effet BIG BROTHER :
si le ciblage comportemental n’apporte pas de la valeur, s’il est gratuit et flagrant, il
fait juste peur et nuit à votre réputation
N’oubliez pas le facteur humain :
automatiser ne signifie pas déshumaniser, au contraire !
Evitez l’hyper-segmentation :
alternez contenus génériques et ciblés : les besoins et les gouts évoluent et trop
segmenter peut vous priver de conversions
Testez, analysez, optimisez :
c’est la seule méthode pour identifier les segments les plus captifs dans le temps
Songez toujours à la valeur et à la pertinence de chaque message
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 37

38. ContactLab
e-mail & e-marketing evolution
Merci.
Prochain rendez-vous :
Les 5 tendances clés de l’ emailmarketing à ne pas manquer en 2013. - 30/01 à 14h Espace Agora
Arianna Galante – arianna.galante@contactlab.com
www.contactlab.fr
www.newslettermonitor.com
12 rue du Helder
75009 Paris
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 38