More Related Content Similar to Comment améliorer les performances de vos campagnes grâce à l’analytics ? (20) Comment améliorer les performances de vos campagnes grâce à l’analytics ?1. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
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©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
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Comment améliorer les
performances de vos
campagnes grâce à
l’analytics ?
Connaître, mesurer, segmenter et
prévoir
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INTERVENANTS
Magalie Lasfargues
Consultante
en marketing relationnel
Stéphane Martis
Responsable Analytics
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L’ANALYTICS
Les challenges
La connaissance client
L’e-segmentation
Le prédictif
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QUI SOMMES-NOUS?
?
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Experian Marketing Services
Nos expertises
Qualité des
données
Connaissance
client &
ciblage
Marketing
Cross Canal
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Intelligent interactions.
Every time.
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Experian Marketing Services
En France
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CLIENTS
EN FRANCE
170 COLLABORATEURS SUR 2 SITES (LILLE ET PARIS)
Équipes
Commerciales
Équipes
Développement
Équipes Delivery
Équipes
Fonctions
Support
Équipes
Marketing
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Experian Marketing Services
Plus de 30 ans d’expertise en marketing
33 9009001 0051 005
COLLABORATEURS
DANS PLUS DE 30 PAYS
M$ de CHIFFRE
D’AFFAIRES
10 00010 000
CLIENTS
A TRAVERS LE MONDE
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L’empreinte d’Experian à travers le monde
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EMPLOYÉS
DANS LE MONDE
UN CHIFFRE
D’AFFAIRES DE 4,5
MILLIARDS DE $
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Nos clients
Partenaire des marques leaders dans leurs secteurs
Retail &
E-commerce
Retail &
E-commerce
Tourisme
& Loisirs
Tourisme
& Loisirs
FinanceFinance AssuranceAssurance TelcoTelco Biens de
consommation
Biens de
consommation
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Quels sont les nouveaux
challenges à relever ?
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Challenge #1
Life is the channel !
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Une nouvelle réalité…
Vos clients choisissent
où, quand et comment
ils souhaitent interagir avec vous.
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Le changement est visible partout…
Photo Source: NBC News & Pressly
Qui parmi vous est connecté,
consulte ses emails ou joue à Candy Crush ?
Qui parmi vous est connecté,
consulte ses emails ou joue à Candy Crush ?
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Challenge #2
Big DataBig Data
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Marge de progression ?
60%McKinsey estime que les retailers
pourraient amé liorer leurs marges
opé rationnelles de 60% en utilisant
mieux leurs données.
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Explosion de la « DATA »
2.8 Zettabytes
Créés en 2012
(c’est 2.8 Trillion de Gigabytes)
5%
des données disponibles
sont actuellement
utilisées
(en moyenne)
70-85% de ces
données ne sont pas
Structurées
—Gartner
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Comment faire face à
ces nouveaux challenges ?
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… Mad Men …
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… Math Men …
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3 problématiques
clés pour l’amélioration de la
performance
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Problématique #1
La connaissance client
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Les questions sont multiples
Diminishing click rates
Rise of deliverability issues
Fragile subscribers loyaltyStagnation of campaigns ROI
On campaigns performance
Subscribers activitySubscribers fidelity
Subscribers campaigns acceptance
Qui sont-ils…?
•Clients rentables
•Clients fidèles
•Clients en perte de vitesse
Quels sont les …?
•Approches on et off line à privilégier
•Meilleures offres à présenter
•Produits et services qui les intéressent
•Nouvelles opportunités à saisir
Comment …?
• Préfèrent-ils échanger avec ma marque
• Recruter de nouveaux ambassadeurs
• Adapter le ton du message
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Les informations à recueillir
Diminishing click rates
Rise of deliverability issues
Fragile subscribers loyaltyStagnation of campaigns ROI
On campaigns performance
Subscribers activitySubscribers fidelity
Subscribers campaigns acceptance
Mesures & objectifs
Socio- Dé mo
Valeur Client
Attitudes
Comportements
d’achat
Consommation Media
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Réconciliation des données
Diminishing click rates
Rise of deliverability issues
Fragile subscribers loyaltyStagnation of campaigns ROI
On campaigns performance
Subscribers activitySubscribers fidelity
Subscribers campaigns acceptance
Interaction
Client
Donné es
enregistré
es
Savoir ré concilier les donné es est
le socle de la connaissance client
et du marketing cross canal
Inscription
aux offres
par sms
Inscription
aux offres
par sms
Nom
Email
N° mobile
Nom
Email
N° mobile
Mobile
Inscription
à la
newsletter
Inscription
à la
newsletter
Nom
Email
Nom
Email
Email
Connexion
à
Facebook
Connexion
à
Facebook
Nom
Facebook
ID
Nom
Facebook
ID
SocialeCommerce
Création
d’un compte
sur le site
Création
d’un compte
sur le site
Nom
Email
Nom
Email
Achat par
carte de
crédit
Achat par
carte de
crédit
Nom
Code
Postal
Nom
Code
Postal
Magasin
Demande
de
catalogue
Demande
de
catalogue
Nom
Adresse
postale
Nom
Adresse
postale
Catalogue
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Disposer d’une vision complète
= Vision 360°
++ ++
Ce que
vous savez
aujourd’hui
• Inté ractions
• Achats
• Anniversair
e
• Adresse
&
@ctivité
• Open
• Click
Modè les
• Insights
• Appé tences
• Segmentatio
n
3rd
party data
• Sociodé mographie
• Localisation
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Descriptif complet
Quelle
est sa
valeur ?
Qui est-
elle ?
Segment
Comment
communiquer
?
Comment
l’adresser
?
Fait ré guliè rement du
sport : yoga
Se dé place à vé lo, n’a pas
de voiture
Ne peut plus quitter son
iphone
Nouvelles cuisines
Regarde les chaines de voyage
“Elite urbaine ” segment MOSAIC
availle dans les services financiers
“Travaille dur ; appré cie
s’amuser ”
“ Marque forte & sensible à la
qualité ”
“Faites moi gagner du temps”
“Travail , Sport et sorties”“Travail , Sport et sorties”
Voyages, finance, sites web
Yoga et magazines de voyages
Trè s forte appé tence à
l’achat en ligne
Appré cie les catalogues et
les offres par email
A dé pensé plus de 450€ en vêtements de
marque
l’an passé – Plus de la moitié en
ligne. Membre du programme de fidé lité ,
dé pense plus de 1500€ avec un concurre
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Bilan de la connaissance client :
Une stratégie de contacts !
Fré quenceFré quence MessageMessage OffreOffre CampagneCampagne
Segmentation (Socio demo, LTV, transactions, activity)Segmentation (Socio demo, LTV, transactions, activity)
Donné es ClientDonné es Client
QUI
QUAND QUOIQUOI QUOI
COMMENT
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Problématique #2
L’e-segmentation
30. 30©2013 Experian Information Solutions, Inc. All rights reserved.
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Comment nous imaginons les clients recevant
un email…
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La ré alité n’est pas celle qu’on croit …
32. 32©2013 Experian Information Solutions, Inc. All rights reserved.
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L’email marketing rencontre quelques
turbulences…
Baisse des taux d’ouvertures et de clics
Délivrabilité toujours plus complexe
Fidélité fragile des abonnés
Stagnation du ROI des campagnes
33. 33©2013 Experian Information Solutions, Inc. All rights reserved.
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Les données au service du marketing et du business
Ce qui ne se mesure pas ne peut être amélioré …
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Identifier les segments les plus contributeurs dans
ce dialogue et leurs tendances d’évolution
Ambassadeurs
“Boomers”
Perte de vitesse
Potentiels
Sur sollicités
Endormis
Occasionnels et
curieux
35. 35©2013 Experian Information Solutions, Inc. All rights reserved.
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Bilan de l’e-Segmentation :
Adapter la pression Marketing, Challenger sa stratégie actuelle
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@ @
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@
@@@
@
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@
@ @
@
@
@
36. 36©2013 Experian Information Solutions, Inc. All rights reserved.
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Résultats de l’e-Segmentation
+ 15%
DE TAUX DE CLIQUEURS
10 %
DE TAUX DE DESABONNEMENT EN MOINS
37. 37©2013 Experian Information Solutions, Inc. All rights reserved.
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Problématique #3
Analyse prédictive
38. 38©2013 Experian Information Solutions, Inc. All rights reserved.
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Identifier des attentes spécifiques
39. 39©2013 Experian Information Solutions, Inc. All rights reserved.
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Comment ça marche ?
Détecter des signaux
40. 40©2013 Experian Information Solutions, Inc. All rights reserved.
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… des appétences différentes ….
Musique Film Livre
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…. De la personnalisation …
En ligne
Machine
Learning
Moteurs
42. 42©2013 Experian Information Solutions, Inc. All rights reserved.
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… un outil d’aide à la décision …
Volume des
ventes prévues
€
Exemple:
Je choisis de cibler les
8% de ma BDD qui me
permette d’atteindre 85%
de mes ventes.
€
Les clients qui ont acheté
par appétence au produit
La courbe de gain
43. 43©2013 Experian Information Solutions, Inc. All rights reserved.
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… Cas client: un pure player …
Plus de 10 millions d’utilisateurs
Plus de 100 millions
de références produits
Historique
d’achats complet
Des milliards de clics sur le web Des milliards d’emails sortants Avec le data tracking associé
44. 44©2013 Experian Information Solutions, Inc. All rights reserved.
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… Cas client: un pure player …
10 x
DE REVENU PAR EMAIL ENVOYÉ
COMPARÉ À DES NEWSLETTERS
TRADITIONNELLES
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Résultats dans ce cas client
35%
DE REVENUS ADDITIONNELS
EN CIBLANT VOS CAMPAGNES
GRACE AUX
SCORES D’APPETENCE
46. 46©2013 Experian Information Solutions, Inc. All rights reserved.
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… MAKE DREAMS
REAL !
DATA + ANALYTICS
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Des questions ?
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Passez à la vitesse supérieure.
Rejoignez Experian Marketing Services!
http://www.experian.fr/carrieres
recrutementfrance@experian.com
STAND J040
49. ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Editor's Notes Les offres EMS, Un enchainement pertinent de solutions integrées Consumer Data : Enrichissement de données Mosaic; ConcumerView Customer Segmentation : Contacts segmentation (RFM: R=recency; F=frequency; M=monetary value), customer value. Lifetime value. Measure & Insight : reporting and consultancy Predictive analytics/msg optimization : customer’s product preference; next product puchased potential, We help our clients realize the benefits of integrated marketing through a breadth data and technology across consumer insight, data management and digital marketing the offer unparalleled ability to: CONNECT their customers more completely ENGAGE customers as individuals EMPOWER clients to make smarter decisions 170 salariés sur 2 sites (Paris et Lille) Dont 30 sales 34 dev 75 delivery 10 marketer Fonction support 21 1000 clients Nous travaillons avec les plus grandes marques du monde. Nos clients sont des marques leader dans leur secteur respectif. Retail, Tourisme, Services financiers, des médias et des biens de consommation Qu'il s'agisse d'aider Crate & Barrel à améliorer leurs programmes d'acquisition ou d'aider Microsoft X-Box à entretenir sa relation clients dans 36 pays différents ou d'aider la Radio Satellite XM à améliorer la fidélisation de sa clientèle, nos clients reconnaissent en Experian Marketing Services notre capacité à être un partenaire stratégique Nous comprenons les principaux enjeux de ses entreprises et nous engageons à mettre en place toutes nos ressources pour les aider à prendre les meilleures décisions marketing pour obtenir les résultats espérés. Quick state of the industry and challenges >>> omni channel, cross channel, one customer view, customer centric Consumers have been won-over by the convenience, connectedness and immediacy of digital devices and services…which has added to the complexity for marketers. Just to give you some perspective: 67 million iPads sold over the past 2 years, 92% of the United States owns a mobile phone and 50% of the mobile market has smartphones, and the average annual spend on line is $1,200. In-stead, they have to influence and engage a connected, social and empowered consumer. To do this, marketers have to manage integrated multi-channel digital marketing programs that deliver highly relevant, personalized and useful content and offers. this is up from 73 percent in 2007. Of this percent, around 80 million Americans ages 12 and older have a cell phone that can send and receive emails (2012 Digital Marketer). Marketer/Brand – considerations / actions / fear Consumer – expectations / relevancy / push, introduce persona “Charlie” AUDIENCE QUESTION - raise your hand if you manage email channel only? 3 channels? All channels? Customers are overwhelmed by the amount of mail that they are receiving and that turns into a number of them becoming inactive. Customers are overwhelmed by the amount of mail that they are receiving and that turns into a number of them becoming inactive.