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MarketingAutomation
HYPERISLAND
19 February 2015
Nils Sköld
UX Director at Apegroup
@nilsskold
The digital age has obliterated the scripted, one-
way flow of information that existed during the
era of just a few channe...
What is Marketing Automation?
Basically, it’s giving the customer what they want,
when they want it.
IRL
Travel Site
Homepage
Checking in
SMS
Abandoned Cart
E-mail
New technology make new ways
of marketing possible, even real-
time, but that’s not enough. It’s
how we communicate it tha...
Howisitdone?
Map out the Customer Journey
Walk in their shoes and map out their journey.
Visually, so that everyone understands.
1
11
UserJourneys
Think on what your customers do before, during, and after, your core business.
Empathy exercises help a lo...
Where should I stay in Malmö?

Does anyone know a good hotel?
Is there a hotel near the station?
How do I find the hotel?
I’m running late. How do I get in?
Where can I eat at this hour?
In what room am I staying?
At what time does breakfast end?
Can I upgrade my room?
What’s the code for the WiFi?
I don’t want to be disturbed!
What kind of food can I order to the room?
What’s good to eat in this city?
I need to find a gift shop close to the hotel
What’s the best way of getting around?
I need to extend the check out by an hour.
I want to file a complaint.
I forgot my phone charger!
18
UserJourneys
Map out the current journey, based on time and touch points,
and then identify the opportunities
Analyse your customer data
Measure everything, then create segments out of that
data. Then build services or products for ...
20
GatherDataofAllYourCustomers
Analyse it and create behavioural segments. Find the room for improvements.
7%
8%
10%
11%
...
21
77%FirstTimeUser
• Stays about one time a year
• Bring in 24% of the revenue
• Stays on weekends
• Make reservations fo...
22
17%ReturningClient
• Stays for about five nights per year
• Bring in 26% of the revenue
• Stays almost only on week days...
23
6%LoyalCustomer
• Stays for about 27 nights per year
• Bring in half the revenue
• Are at the hotel only on week days
•...
Focus on the Customer Lifetime Value
Measure everything, then create segments out of
that data.
3
25
CustomerLifetimeValue
Listening activity on service
Acquisition
Marketing
Lost
Learn
26
Onboarding
Educating the new user on how to use the service.
Acquisition Lost
1
27
Pushforhigherfrequency
Get user more active through relevant content
Acquisition Lost
1
2
28
TryaNewMix
Based on other similar profiles and their behaviours.
Acquisition Lost
1
2 3
29
Re-activationEfforts
Personalised messages bed on segmentations
Acquisition Lost
1
2 3
4
30
ChurnAnalysis
So to better spot user behaviour that is about to leave.
Acquisition Lost
1
2 3
4
5
Get the Right Tools
You can do this manually but it will take years. And
there is a great deal of powerful tools out there...
TriggeredCommunication
This is most companies
marketing plan.
34
TriggeredCommunication
If this, then that.
35
Evenoutthecustomerengagement
With constant running contextual content.
Additional content
User engagement
Scheduled cam...
36
PersonalandContextual
If we add all the data we have we can better understand the customer and her needs.
Customer data...
Buy a muffin before noon
and get it for half prize!
Purchase
History
Open API:
Train traffic
Location:
Train Station
Want to lose
7000 points?
Time: Before
departure
Loyalty club Database:
Unsold
While Bank Apps says
absolutely nothing…
Weather:
Raining
Location:
Proximity
Time:
Closed
Welcome Nils! Use the
code 1234 to get in, and
if you’re going out again...
43
CommunicationPlan
A healthy mix of scheduled and triggered communication.
JAN FEB MAR APR MAJ JUN JUL AUG SEP OCT NOV D...
Assignment
Youarethemarketingdirector
foratravelcompany.
ASSIGNMENT
Basedongivencustomer
segments,andallthewaystodo
triggeredcommunication.
ASSIGNMENT
Mapoutacustomerjourneyfor
onesegmentandcreatea
communicationscheduleforthem.
ASSIGNMENT
Don’t forget the Customer Lifetime...
48
MainSegments
Based on the customer data for the travel company.
PlannersLast Minute Loyal
Buy package deals with flight
...
49
TriggeredCommunication
Planned communication based on real time actions.
Customer data
Purchase History
Favourites
Cust...
Merci.
Marketing Automation - Hyper Island Lecture
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Marketing Automation - Hyper Island Lecture

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I held a lecture on Marketing Automation for the Data Driver Marketing class. At Hyper Island, Stockholm. 19 February 2015.

Publicada em: Marketing
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Marketing Automation - Hyper Island Lecture

  1. 1. MarketingAutomation HYPERISLAND 19 February 2015
  2. 2. Nils Sköld UX Director at Apegroup @nilsskold
  3. 3. The digital age has obliterated the scripted, one- way flow of information that existed during the era of just a few channels. Companies used to communicate in highly controlled, carefully crafted messages. Now corporations and consumers, including Facebook’s one billion active users, are engaged in unplanned, unscripted discussions. - Power Shift: The rise of the consumer focused enterprise in the digital age. Carpenter, Gregory. Let’s start off with a nice quote…
  4. 4. What is Marketing Automation? Basically, it’s giving the customer what they want, when they want it.
  5. 5. IRL
  6. 6. Travel Site Homepage Checking in SMS Abandoned Cart E-mail
  7. 7. New technology make new ways of marketing possible, even real- time, but that’s not enough. It’s how we communicate it that will make a difference. Content + Context = Success!
  8. 8. Howisitdone?
  9. 9. Map out the Customer Journey Walk in their shoes and map out their journey. Visually, so that everyone understands. 1
  10. 10. 11 UserJourneys Think on what your customers do before, during, and after, your core business. Empathy exercises help a lot! Before During After Experience
  11. 11. Where should I stay in Malmö?
 Does anyone know a good hotel? Is there a hotel near the station?
  12. 12. How do I find the hotel? I’m running late. How do I get in? Where can I eat at this hour?
  13. 13. In what room am I staying? At what time does breakfast end? Can I upgrade my room?
  14. 14. What’s the code for the WiFi? I don’t want to be disturbed! What kind of food can I order to the room?
  15. 15. What’s good to eat in this city? I need to find a gift shop close to the hotel What’s the best way of getting around?
  16. 16. I need to extend the check out by an hour. I want to file a complaint. I forgot my phone charger!
  17. 17. 18 UserJourneys Map out the current journey, based on time and touch points, and then identify the opportunities
  18. 18. Analyse your customer data Measure everything, then create segments out of that data. Then build services or products for those segments. 2
  19. 19. 20 GatherDataofAllYourCustomers Analyse it and create behavioural segments. Find the room for improvements. 7% 8% 10% 11% 29% 35% A Travel Company tought their customers were families. It really was senior citizens.
  20. 20. 21 77%FirstTimeUser • Stays about one time a year • Bring in 24% of the revenue • Stays on weekends • Make reservations for two people or more • Most often go for package offers • Make reservations in bought channels • hotels.com, tripadvisor.com COSTUMER SEGMENT Marketing campaigns Push owned channels
  21. 21. 22 17%ReturningClient • Stays for about five nights per year • Bring in 26% of the revenue • Stays almost only on week days • 40% is women and 60% is men. Most are in the age span 30 - 40 • Buys parking but doesn’t use roomservice • Make reservations in both bought and owned channels COSTUMER SEGMENT Parking Age 30 - 40 Owned channels
  22. 22. 23 6%LoyalCustomer • Stays for about 27 nights per year • Bring in half the revenue • Are at the hotel only on week days • 75% are men aged between 40 - 55 • Buys parking and uses room service • Make reservations in owned channels COSTUMER SEGMENT Parking Room Service Customer Care
  23. 23. Focus on the Customer Lifetime Value Measure everything, then create segments out of that data. 3
  24. 24. 25 CustomerLifetimeValue Listening activity on service Acquisition Marketing Lost Learn
  25. 25. 26 Onboarding Educating the new user on how to use the service. Acquisition Lost 1
  26. 26. 27 Pushforhigherfrequency Get user more active through relevant content Acquisition Lost 1 2
  27. 27. 28 TryaNewMix Based on other similar profiles and their behaviours. Acquisition Lost 1 2 3
  28. 28. 29 Re-activationEfforts Personalised messages bed on segmentations Acquisition Lost 1 2 3 4
  29. 29. 30 ChurnAnalysis So to better spot user behaviour that is about to leave. Acquisition Lost 1 2 3 4 5
  30. 30. Get the Right Tools You can do this manually but it will take years. And there is a great deal of powerful tools out there. Google Salesforce Journey Builder for a video demo. 4
  31. 31. TriggeredCommunication
  32. 32. This is most companies marketing plan.
  33. 33. 34 TriggeredCommunication If this, then that.
  34. 34. 35 Evenoutthecustomerengagement With constant running contextual content. Additional content User engagement Scheduled campaigns
  35. 35. 36 PersonalandContextual If we add all the data we have we can better understand the customer and her needs. Customer data Purchase History Favourites Customer Frequency … Position Location Weather Time of Day … Personal & Social Friends / Contacts Birthday Social network … Open API:s Traffic Sports Emissions …
  36. 36. Buy a muffin before noon and get it for half prize!
  37. 37. Purchase History Open API: Train traffic Location: Train Station
  38. 38. Want to lose 7000 points?
  39. 39. Time: Before departure Loyalty club Database: Unsold
  40. 40. While Bank Apps says absolutely nothing…
  41. 41. Weather: Raining Location: Proximity Time: Closed Welcome Nils! Use the code 1234 to get in, and if you’re going out again make sure to bring the umbrella that’s been placed in your room.
  42. 42. 43 CommunicationPlan A healthy mix of scheduled and triggered communication. JAN FEB MAR APR MAJ JUN JUL AUG SEP OCT NOV DEC Winter campaign Sports Holiday Customer appreciation Room Service Staycation campaign Loyalty Card campaign Halloween campaign Extra points on Coffee campaign New customer greeting Scheduled Triggered
  43. 43. Assignment
  44. 44. Youarethemarketingdirector foratravelcompany. ASSIGNMENT
  45. 45. Basedongivencustomer segments,andallthewaystodo triggeredcommunication. ASSIGNMENT
  46. 46. Mapoutacustomerjourneyfor onesegmentandcreatea communicationscheduleforthem. ASSIGNMENT Don’t forget the Customer Lifetime Value!
  47. 47. 48 MainSegments Based on the customer data for the travel company. PlannersLast Minute Loyal Buy package deals with flight and hotel in one. Books from bought media, and close before departure. Most often 2 people. 20-30 age First time visit. Want to explore the area. Buy the trip almost a year in advance. Are 3-4 people. Most often with young kids. Read up on everything and come very prepared. Writes detailed reviews and complaints. Goes to the same place every year. Often a larger group, going together. Books through phone, knows the personnel. Know the area. Stays mostly at the resort.
  48. 48. 49 TriggeredCommunication Planned communication based on real time actions. Customer data Purchase History Favourites Customer Frequency … Position Location Weather Time of Day … Personal & Social Friends / Contacts Birthday Social network … Open API:s Traffic Sports Emissions …
  49. 49. Merci.

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