EmpTech Lesson 18 - ICT Project for Website Traffic Statistics and Performanc...
Integrated Digital Marketing
1. Prepared and presented by Louis M Fernandes, DipM, MCIM, Chartered Marketer Client Executive, Retail, Acxiom Corporation Presentation Date: 10 August 2010 Integrated Digital Marketing
18. Media Spend: Digital Channels Source: IAB/PwC Internet Advertising Revenue Report 2009 Note: UK mobile market estimated as being worth 3 billion euros
25. The Issue: Disjointed Customer Experiences: Multiple -channel Customer Management Today CMO Marketing Manager Communication Channel Customer Email Mobile Web Personalisation Online Media (Display) Social Media LEGACY DATA (e.g. Purchase History, POS, etc)
26. Common Challenges: organisational silos with data held by function/business unit. Result: Disjointed customer experiences = lost revenue opportunities Product Service Marketing Sales Insight
27. The “glue” that links all these silos and creates seamless interaction is an organisation’s most valuable asset: Its customers! Product Service Marketing Sales Insight
29. The Goal: Seamless Customer Experiences: True Multi -channel Customer Management Content Distribution Email/Mobile Point of Sale Web Personalisation Online Media (Display) Social Media SCV Business rules Reporting / Analytics The “Closed loop” Modelling “Sandpit” Data clean, merge & append
34. Power Ratio Claire Simmons, Home Subscriber, Online registrant 123 High Street, Bromley, BR1 1AA 020 8555 1234, csimmons@yahoo.com Enables Answers to Key Questions : Where Who When How What Baseline 55:1 268:1 Most Predictive 7:1 196:1 Breadth of Data TM Name, postal address, email and phone Demographic and Socio-economic Data Personicx™ Segmentation Propensities Property Data Lifestyles Buying Activity In Market Describe/Predict Spent £350 in last 60-days on digital music player; spent £500 last year on car audio Wine, Hi-Tech, Reading: Audio Books, Self-Improvement Known Purchases (Orange 2 year contract expired 05/09) Age 35, Married, 2 children, Est. HH Income: £135K, Est. Net Worth: <£305K, Home Owner, Number of Lines of Credit New Products/Services, Socially Conscious, Family Oriented PersonicX ® Cluster: Kids & Clout Shopped online for new Vodafone 2 year contract w/iPhone TODAY Est. Home Mkt Value: £250-300K, Est. Home Sq Ft. 2,500, Est. Home Equity: £90K 2-Yr Tenure
42. Realising CLV through integrated CRM Optimal Resource Allocation Enabling Capabilities Around People, Process, and Infrastructure Return on Customer Investment Customer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Strategic Impact Y 2 Y 1 Y 0 Y 2 Y 2 Nursery Strategies Lengthen and Deepen Customer Value Intelligently Prospect to Minimise CPA Identify and Address Potential Attriters The “Cliff” Across Consumers Across Channels Across Actions Across Products
69. Case Study: Search & Selection in Retail Challenge All visitors to the home page (the default for most organic search traffic) were presented with the same generic content. Solution: Acxiom segmented incoming search traffic into nine groups. Each group was based on visitor attributes or product related features, which were derived from search terms and past site behaviour. Visitors were directed to the best performing creative for each segment. Results: Overall conversion increased by 65% across all segments, including a 168% lift in conversion for visitors looking for unique wedding favours and a 78% lift in conversion for price sensitive visitors.
72. 1:1 Individualisation “ Spotlight” section customized by Industry Personalized greeting “ Your Features” articles customized by customer portrait Second “Spotlight” article customized by Job Responsibility One click away from viewing and updating personal portrait
80. Trust the source? Recommendations from People I Know: 90% Consumer Opinions Posted Online: 70% Television: 62% Radio: 55% Editorial Content: 69% Emails I signed up for: 54% Search Engine Ads: 41% Banners: 33% Source: Nielsen Global Online Customer Survey, April 2009