Webinar: Use Real-Time Profiles to drive Multichannel success

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Webinar: Use Real-Time Profiles to drive Customer-Centric Marketing

Andy Walker Head of Sales & Marketing

Innometrics

James Carter Senior Solution Consultant

Innometrics

Scott Roemermann Head of Owned Media

KliKKi

CREATE...

and evolve every Profile with behaviour ENRICH...

SHARE...

a Profile for every Customer and Prospect

Profiles to any platform or technology

How can I use Profiles “ ”

Create Real-Time Profiles Identify Personas

Enrich CRM Peronslise Online Content

Join Cross-Channel Understand Customers and Prospects

Integrate Online and Offline Predict conversion Improve Live Chat

Test Content & Audience Join Devices

Enrich Web-Analytics Recommend Products

Empower Call Center Operatives Segment Users

Increase Advertising Spend Add intelligence to beacons

Identify VIP’s

How can I use Profiles… today? “ ”

1.                        Email abandon

2. Web Personalisaiton

Display Marketing 3.

Web Personalisation

Content

Deployment complexity

Personalisation data

Apply learning

Core Challenges

Email

Silos. Preferences. CRM.

Abandon behaviour

Content separation

Apply learning Core

Challenges

Display Marketing

Reacquisition of existing customers

Target high value customers

Display in lifecycle marketing

Acquisition channel

Core Challenges

07:35

12:12

17:45

19:35

20:20

Mobile browse triggers cart abandon email

Browse at lunch triggers display campaign

Purchase made in store on way home

Cart abandon email received

Display ad served

Cart Abandon

Display Advertising

Did you forget something / -10%

- 15% off your first order

12hrs

Build a Profile…

… and Segment

- Returning visitor - Paid search -Preference Samsung Galaxy S5 -tablet with chrome browser

-New Visitor -Display Ad -Preference 4G Router -Desktop Computer with -Firefox browser

-Existing Customer - Voice Postpaid (high data usage) -Direct -Android user -No add ons

•  Challenges: –  Website design and development

separated –  Many custom built platforms –  Complex infrastructure

“We knew profiling our visitors and personalising was critical to succeeding” Alex Widmark – Conversion Manager

•  1.5 Million customers in Sweden •  Best Mobile Broadband provider 5

years running •  Fastest growing mobile operator 2014

•  Denmark’s Largest retailer – 1384 stores across Europe

•  Challenges: –  Many internal data silos –  Strengthening customer journey across devices and channels –  Creating relevance

1 online store, 18 Hypermarkets

1278 discount stores

88 large supermarkets

2 department stores, 1 online store

Email abandon

•  Abandon Cart •  Content Picked up from basket •  Customised trigger

•  Abandon Cart Call Back •  Cross sell products •  Alert call centre on ‘exit behaviour’

Period 2 weeks

Open rate increase 300%

Click through rate increase 220%

Conversion rate increase 380%

Conversion rate on emails sent 1,7%

•  Abandon Basket •  Simple abandon basket emails

Email abandon

•  Abandon cart •  Content picked up from

basket •  Customised trigger •  Abandon cart call back •  Cross-sell products •  Alert call centre on ‘exit

behaviour’

Email abandon

Period 2 weeks

Open rate increase 300%

Click through rate increase 220%

Conversion rate increase 380%

Conversion rate on emails sent 1.7%

•  Abandon basket •  Simple abandon basket

emails

Web personalisation

•  Single Profile, powering: –  Abandoned cart –  Cross-sell offers –  Personalisation

•  Personalised offers – 75% conversion lift

•  Voucher pop-up – 200% conversion lift

Web personalisation

•  Single Profile, powering: –  Abandoned cart –  Cross-sell offers –  Personalisation

•  Profile includes: –  Behavioural data –  Geographic data –  Customer data from SAP

“Profiling in a multichannel landscape is challenging. It’s so hard to orchestrate an end-to-end solution and we needed the glue between the silos. Innometrics’ primary function is exactly that.” Steen Kronborg, Dansk Supermarked

Clicks on personalised area 21,245

Orders from personalised area 979

Conversion rate 4.87%

Personalisation

•  Replace second image banner with Personalised content including last visited product

•  Visited category Bolig, replace top banner.

Display Marketing

Problems •  Cannot target lapsing and/or high-

value customers

•  Cannot integrate with marketing strategy

•  Silo acquisition channel

Solutions •  Target prospects based on their entire

interaction history •  Intelligently add existing customers to different

display audiences based on CRM Segment / LTV

•  Target customers via Display who are not

opted in for email •  Target social influencers differently to other

customers

07:35

12:12

17:45

19:45

20:20

Mobile browse triggers cart abandon email

Browse at lunch Personalised based on morning Mobile browse

Purchase made in store on way home

Cross sell / up sell email

Display ad served

Cart Abandon

Personalisation

Cross sell email based on off line purchase

-10% for our loyal customers

12hrs

Summary

•  Profiles represent a different approach to common online marketing challenges

•  Data silos represent the largest barrier to connected marketing

•  A connected journey allows less chance for buyer remorse but still allows the use of promotion and retargeting to entice purchase.

•  Start simple. Learn and iterate.

New eBook

•  “How to create the perfect customer profile”

•  Innometrics.com

Next webinar

Profiles: a demonstration Details to follow by email

Thank you Please type questions in chat!