5 decisions to achieve loyalty campaign excellence
-
Upload
digital-alchemy-limited -
Category
Marketing
-
view
3.576 -
download
0
Transcript of 5 decisions to achieve loyalty campaign excellence
DECISIONS
to Achieve
Loyalty
Campaign
Excel lence
Building loyalty is both simple and complicated.
Building loyalty is both simple and complicated.
First… say “goodbye” to guesstimation, and “hello” to ...
Data-driven facts
Now that’s sorted, let’s look at the 5 data decisions you must make.
Targeting
OfferDelivery
Lifecycle
Marketing
Automation
OfferDeliveryLifecycleMarketing Automation
Targeting
First, decide what information is useful. Capture al l relevant data, store it central ly, and develop a single view of each customer.
Priorit ise who to contact and when
Decide which customers you
must keep and why
And who wil l inevitably leave you -
and why
1
32
Exit
Decide on your targeting methodology such as
ConsiderProfi les
Triggersand Events
PropensityModels
Other Behavioural Targeting
or a combination of these.
Clickstream
Targeting
DeliveryLifecycleMarketing Automation
Offer
Understand the customer’s interests and motivators. Implement decisioning logic to select
and priorit ise the right offer.
Protection Insurance
Income
Don’t instinctively opt to use a sales pitch. Determine the customer’s circumstance and match
the conversation to it. Decide whether to add value or build brand loyalty.
Choose the right offer decisioning methodology.
Online Behaviour
Real-Time Event
Complementary
Product Sequencing
Next Best Action
Others
TargetingOffer
LifecycleMarketing Automation
Delivery
There’s a good reason why it’s the most used word in data-driven marketing.
Relevance!
Accurate decisioning about right place, right t ime, right channel, and right message is crit ical.
The right conversation and customer experience must be available seamlessly across all channels.
Engage with them when and where their situation indicates a need; use their preferred channels;
and be guided by your data insights to decide on the right message.
...
Be aware that campaign decisions perform best using Conversion Rate Optimisation (CRO) combined with
trigger & event based marketing, next best action, preferred channels, etc.
TargetingOfferDelivery
Marketing Automation
Lifecycle
Every customer is unique and every l i fecycle is different. Customers’ needs and responses are l ikely to vary at
each l i festage so flexible decision making is essential.
ABuywww.buy.com
B
Order Order
Order
Leave
C
To retain customers and build relationships, you need to know at any given time, what the customer
wants and deliver it when and where it’s needed.
Deciding how to tai lor each interaction so that it is both personalised and relevant to the
customer’s situation enhances the customer experience and encourages their loyalty.
Unscented Lotion
Init iating regular engagement, monitoring touchpoints, and understanding behaviour patterns are important ways of assessing the level of customer satisfaction.
This information is essential for your strategic retention and loyalty decisions.
ABuywww.buy.com
TargetingOfferDeliveryLifecycle
MarketingAutomation
When many customers are ready to interact with you at the same time, it’s impossible to offer an
appropriate level of personalisation without Marketing Automation. The customer’s experience is
lessened and you miss qualif ied opportunities!
AH B
F D
G C
E
Another important automated process is Marketing Optimisation (MO): (there’s no decision needed – you need it!)
MO is the central decisioning hub that priorit ises the marketing mix for al l campaign executions including the
4 data decision points already covered in this sl ide deck.
AH B
F D
G C
E
Marketing Automation supports customer centricity by placing the customer’s needs centre stage.
And if you really want to achieve loyalty, that’s where they need to be!
AH B
F D
G C
E
Building loyalty is accomplished
by consistently making the right
decisions on how to engage, nurture
and continuously satisfy customers.
Making the right use of data helps
you to make the right decisions.
Making the right decisions helps
to make you successful.
WANT TO LEARN MOREabout database marketing and Digital Alchemy?
Subscribe to our newsletter
Your Email Address
www.digitalalchemy.asia/blog
www.digitalalchemy.asia