Understanding user behaviour in the omni channel world- jwt
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Transcript of Understanding user behaviour in the omni channel world- jwt
Understanding User Behaviour in the Omni-
Channel WorldBy Dave Wallace, Dawn Smith | JWT14 June 2012
Omni-Channel Measurementfrom a Multi-Channel Marketing Perspective
We approach Omni-Channel from a Multi-Channel Marketing user-centered and journey specific approach.
The design specifications of omni-channel retailing are growing clearer by the day. Customers want everything. They want the advantages of digital, such as broad selection, rich product information, and customer reviews and tips. They want the advantages of physical stores, such as personal service, the ability to touch products, and shopping as an event and an experience. (Online merchants take note.) Different customer segments will value parts of the shopping experience differently, but all are likely to want perfect integration of the digital and the physical.Darrel Rigby - The Future of Shopping, Harvard Business Review
The Real World
The Real World
TV SocialSearch Print Banners WebsiteE-Commerce CRM Call Center Point of SaleAffiliates/PartnersMobile
HI!
Hello
Who are you?
What do you do need? Hi!
Hello
User: Searched, Visited, Bought a
Jumper
The Perfect World
TV SocialSearch Print Banners WebsiteE-Commerce CRM Call Center Point of SaleAffiliates/PartnersMobile
Hello DaveThe marketerTechieThe DadLikes trainers
The Perfect World
Know your customerCommunicate like you know themPersonalise based on behaviorSimplify to conversionOptimise your spendRealize organisation efficiencies
give them what they want… when the want it... before they realise they need it…on the device or location they have…
Information Overload
It’s Not Simple Anymore
Media Website
% CTR
The Path is More Complex
TV Website% CTR Search % CTR Social% CTR
Coupon% CTR Store Visit% CTR
Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop
Store Visit PurchaseProduct Research Price CompareSocial Reviews
The Path is More Complex
TV Website% CTR Search % CTR Social% CTR
Coupon% CTR Store Visit% CTR
Now lets add in multi platform usage and trends: Mobile, Tablet, Desktop
Store Visit Product Research Price CompareSocial Reviews
Purchase
The Landscape Is Daunting
Web Analytics
Testing/ABSEONetwork Info
ECRM Mobile
Social
Most important questions to weed through the clutter:
What do you want to measure and why?What is the purpose of that channel?
Decision Point 1: Relevance & Culture
Decision Point 2: Know your Objectives, Channels, Device and Roles
Omni/Cross Channel Optimisation
Multi-Channel Marketing
Channel Optimisation
Channel ExecutionListen
File-Based List Processing
Speak
Single Channel Fire/Forget
Listen
Persisting Results
Listen
Overall Customer View
Analyze
Revenue Causation
Plan
Trigger Campaigns
Speak
Personalized
Listen
VOC per Channel
Analyze
Attribution Modeling
Plan
Channel Preference
Speak
Cross Platform
Analyze
Scoring, Modeling, Adv Segmentation
Speak
Faster Cycles
Decision Point 3: Investment Scale
*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
Decision Point 4: Journey Or Stand Alone Method?
*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
Decision Point 4: Technology Ecosystem
*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
Decision Point 4: Technology Ecosystem
*2012 Digital Marketer - Trend and Benchmark ReportExperian Marketing Services
Decision Point 5: Expected ROI
How will adopting a optimisation and measurement approach impact your business?
Increased product rebuy or conversionCustomer SatisfactionShorted Sales CycleOptimized Media Spending & AttributionBusiness Efficiencies
Have You?
Adopted a Adopted a mindset?mindset?
Finalised a Finalised a technology technology frameworkframework
Understood Understood your data your data limitationslimitations
Set realistic Set realistic expectationsexpectations
Reported Reported with in with in
actionable actionable insightsinsights
Optimisation Methodology
Goals, KPIs, Strategy
Goals, KPIs, Strategy
Data Collection System, TaggingData Collection
System, Tagging
Reporting & Analysis System
Design
Reporting & Analysis System
Design
Training, EducationTraining, Education
Implementation
1. Confirm Objectives1. Confirm Objectives
2. Pre-Analysis2. Pre-Analysis
3. Set Targets/ Goals
3. Set Targets/ Goals
5. Learn, Test,
Optimize & socialize
5. Learn, Test,
Optimize & socialize
4. Launch & Measure
4. Launch & Measure
Optimisation
Sample Deliverables
Determine Campaign Ecosystem
Set User Journeys
Determine KPIs - Property or Holistic33
11
22
Set Targets/Benchmarks
Determine Who Reports What
Global/Localization Planning
Reporting & Insights
66
44
55
77
11
Profiles & Ecosystem
Campaign Jobs to Be DoneChannels and RoleProfiles & Ecosystem
11
22
Set User Journeys
22
33
Determine KPIs
33
33
Determine KPIs
33
44
Set Targets and Benchmarks
44
44
Activity Scoring
A value is assigned for each site interaction depending on how important that action is deemed
All traffic can be valued by its score which will represent how engaged its traffic was on-site
Volume x AVG Score = Activity Metric
30 + 15 +25 + 35 = Activity Score (105)
25 25 PointPoint
ss
25 25 PointPoint
ss
15 15 PointPoint
ss
15 15 PointPoint
ss
30 30 PointPoint
ss
30 30 PointPoint
ss
2525PointPoint
ss
2525PointPoint
ss
44
55
Who Reports What?
MediaMedia
PRPR SocialSocial
Site/Site/MobileMobile
AwarenesAwarenesss
POS/TrialPOS/Trial CRMCRM
55
66
Global/Localization
66
66
Global/Localization
66
77
Reporting/Insights
77
DashboardReporting/Insights
77
The Perfect World
Your users expect it from you.
Your competitors are doing it.
Are you ready to embrace it?