Explanation of which tools you will need where and a mapping to te different online crews. Curious who will win the battle CRM, CMS or Analytics :-)

1. System future!
Measuring, profiling & publishing!
Ton Wesseling (@tonwesseling)!
Online Dialogue (@onlinedialogue)
Presentation at the 5th “Online Dialogue Donderdag” June 16th 2011, Utrecht #ondido!

2. Our goal!
Deliver valuable online experiences…!
For the online user!
CC: http://www.flickr.com/photos/soundfromwayout/143822346!

3. Our goal!
…while making money !
for our clients!
CC: http://www.flickr.com/photos/soundfromwayout/143822346!

4. Quality & Service!
Does your hotel look like this?!

5. Quality & Service!
or like this?!

6. Quality & Service!
Does your hotel room look like this?!

7. Quality & Service!
or like this?!

8. Quality & Service!
Does your pool look like this?!

9. Quality & Service!
or like this?!

10. Quality & Service!
Is this your service?!

11. Quality & Service!
or this?!

12. Online content!
32/60

13. What is online content?!
Your part of the conversation!!
32/60

14. Dialogues…!

15. Dialogues…!

16. Dialogues…!

17. Dialogues…!

18. Dialogues?!

19. Online behavior = clicks & typing!
No verbal!
No non-verbal!
Information freedom!
Time & place freedom!

20. Dialogue model!

21. Build up groups of customer profiles!
segmented on their behavior!
and collect the knowledge of!
how to communicate with them!

22. But how?!

23. But how – system perspective!

24. But how – system perspective!
Content blocks & rules
Publication

25. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring

26. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Behavior
data
Web
Analytics
solution

27. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Survey /
Behavior
External
data data
Web
Analytics
solution

28. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Survey /
Behavior
External
data data
Web
Analytics
solution
Deep & detailed reporting

29. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Survey /
Behavior
External
data data
Web
Analytics Aggregated Business
online usage Intelligence
solution
KPI &
Deep & detailed reporting
dashboarding

30. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Survey /
Behavior
External
data data
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
KPI &
Deep & detailed reporting
dashboarding

31. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Survey /
Behavior
External
data data
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
KPI &
Deep & detailed reporting
dashboarding

32. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Survey /
Behavior
External
data data
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

33. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Survey /
Behavior
External
data data
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

34. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Marketing
rules
engine
Survey /
Behavior
External
data data
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

35. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Marketing
Other
channels
rules
engine
Survey /
Behavior
External
data data
Other
channels
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

36. But how – system perspective!
Content blocks & rules Social
Publication
Monitoring
Marketing
Other
channels
rules
engine
Modeling Survey /
Behavior
External
data data
Other
channels
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

37. But how – system perspective!
Content blocks & rules Social
Publication engine (& AB testing)
Publication
Monitoring
Marketing
Other
channels
rules
engine
Modeling Survey /
Behavior
External
data data
Other
channels
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

38. But how – system perspective!
Content blocks & rules Social
Publication engine (& AB testing)
Real-time Publication
Content Monitoring
targeting
Marketing
Other Identifi
cation
User
channels
rules
engine
Modeling Survey /
Behavior
External
data data
Other
channels
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

39. But how – system perspective!
Content blocks & rules Social
Publication engine (& AB testing)
Real-time Publication
Content Monitoring
targeting
Marketing
Other Identifi
cation
User
channels
rules
engine Advertising
Server
Modeling Survey /
Behavior
External
data data
Other
channels
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

40. But how – system perspective!
Content blocks & rules Social
Publication engine (& AB testing)
Real-time Publication
Content Monitoring
targeting
Marketing
Other Identifi
cation
User
channels
rules
engine User recognition Advertising
& Server
Ad targeting
Modeling Survey /
Behavior
External
data data
Other
channels
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

41. But how – system perspective!
Content blocks & rules Social
Publication engine (& AB testing) External
cookie profile
Real-time Publication
Content Monitoring
info
targeting
Marketing
Other Identifi
cation
User
channels
rules
engine User recognition Advertising
& Server
Ad targeting
Modeling Survey /
Behavior
External
data data
Other
channels
Web
Data Unique user Analytics Aggregated Business
Warehouse data online usage Intelligence
solution
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

42. But how – departments!
Content blocks & rules Social
Publication engine (& AB testing) External
cookie profile
Real-time Publication
Content Monitoring
info
MarCom
targeting
Audience
Audience
Marketing dialogue
buying
Other Identifi
cation
User
channels
rules
engine User recognition Advertising
& Server
Ad targeting
Audience
intelligence
Modeling Behavior Survey /
External
data data
Other
channels
Web
Data Unique user Aggregated Business
Controling
Analytics
Warehouse data online usage Intelligence
solution
Audience
analy.cs
External KPI &
info Data Mining Deep & detailed reporting
dashboarding

43. The big 5!
Data collection / tag management!
Data presentation / visualization!
Customer profile tooling / modeling!
Content workflow!
Content targeting!

44. Contact:!
Ton Wesseling !
www.onlinedialogue.com!
info@onlinedialogue.com!
Tel: +3130 4100 170!
Online conversion partner!
@onlinedialogue | @tonwesseling !