technology is an enabler not a solution by max goijarts
TRANSCRIPT
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
“Technology is an Enabler not a Solution”
London, November 2nd, 2016Max Goijarts
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
2014 2015 2016-172012
Attract Convert Advocate
Initiate
Radiate
Align
Optimize
Nurture
Engage
LifetimeCustomers
Uses a “brochure
site” presence on
the web with
email campaign
capabilities and
web analytics.
Focuses on
distributing content
across channels
starting with the
customer’s most
used channels.
Examples include
establishing a
mobile site and
sharing content on
social networks.
Aligns digital
initiatives with
strategic and
marketing
objectives. Content
is optimized to
focus on customer
needs and
intentions.
Focuses on
optimizing digital
initiatives. Uses a
combination of
analytics aimed
at actionable
insights and then
optimization is
executed with
testing and
personalization.
Focuses on the
customer and
builds strong
relationships
through automated
trigger-based
dialogue. Relevant
conversations
happen in
the customer’s
preferred channels.
Establishes
the data
infrastructure that
connects online
and offline
customer data
repositories
into a central
customer
repository.
Customer profile
data can be used
in real time for
relevant
one-on-one
dialogue across
channels.
Optimize the
connected
cross-channel
customer
experience by using
real time data and
predictive analytics
to anticipate the
needs of customers
and create timely
relevant one-to-one
dialogue.
Maturity
AssessInsights &prioritize
Digital Maturity RoadmapCustomer Experience Maturity Model
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Connected Customer Experiences
Apps
Customer Support
CRM
WebsiteSocial
Store
Social
eCommerce
Shop
Partners
Events
IoT
POS
Loyalty
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Decision moments
Switch moments
Decision moments
Switch moments
From Customer Journey to Mother’s Journey
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Digital
touchpoints
Physical
touchpoints
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
Outdoor
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion
on invoice
Online Ads
Viral
Digital
billboards SearchLanding
page Blog
3rd Party
sites Website Mobile IM/Chat Blog Email Newsletter
Managed touchpoint
Unmanaged touchpoint
Customer 3Customer 2Customer 1
Every Customer’s Journey andexperience to success is different
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Multiple owned touchpoints
Website Mobile App Events + DM Magic mirror POS Vending machine
Contact centre
Data Hub & Customer Experience Platform
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Suzanne 27y old, daughter of 7 months
She uses multiple touchpoints with our brands
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Mother’s Journey – Data Tells the Story
Nutrition
Ailments
Emotional wellbeing
Breastfeeding
Bottle feedingBaby
development
Firstpregnancy
Pregnantagain
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6Months
Baby7-12Months
Toddler
Nutrition
Ailments
Emotional wellbeing
Breastfeeding
Bottle feedingBaby
development
Firstpregnancy
Pregnantagain
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6Months
Baby7-12Months
Toddler
Nutrition
Ailments
Emotional wellbeing
Breastfeeding
Bottle feedingBaby
development
Firstpregnancy
Pregnantagain
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6Months
Baby7-12Months
Toddler
Pre-Pregnant
Pregnant
Baby 0-6Months
Baby7-12Months
Toddler
Nutrition
Ailments
Emotional wellbeing
Breastfeeding
Bottle feedingBaby
development
Firstpregnancy
Pregnantagain
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6Months
Baby7-12Months
Toddler
Nutrition
Ailments
Emotional wellbeing
Breastfeeding
Bottle feedingBaby
development
Firstpregnancy
Pregnantagain
Back to Work
My Situation Profile Interest Profile
mobile
Profile pattern match Profile pattern match
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Experience Profile – Tells Each Mother Journey Story
11
Attracted by content “What Not to Eat” in
Week 18
Revisits to read content about
pregnancy
Becomes member and makes purchase
Revisits to read content about
pregnancy
Uses Careline as an existing customer
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Our Process for Creating Data-driven Experiences
Look for insights
Enable TestConfigure
& implement
Create personaliz
ation variants
Identify Pages
Get Data Insights
Strategic Priorities
© 2016 • OnModus • All rights reserved.
Insights Based on Visitor Segments
Nutrition
Baby
PregnantPatterns for
Segments
and themes
© 2016 • OnModus • All rights reserved. 14
Pages by Engagement Value and VisitsGoals By Channel Which goals convert best –segment and
channel
Which pages earn engagement
value?
Data extraction for insights
Great pages to usepersonalization
and testing!
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
From segmentation to coupon discount
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Personalization Test: Increase buys for Nutrilon
12% conversion rate for completed purchases
Original - Default
Personalization Variant I(Nutrilon 1 – pattern = baby younger than 6 months)
Personalization Variant II(Nutrilon 2 – pattern = baby older than 6 months)
19% conversion rate for completed purchases
5% conversion rate for completed purchases
Nutrilon is always
available online!
No worries, Nutrilon
is always available
online
Especially for your
child from 6 months
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Personalization Test: Increase Careline Chat Goal
39% increase in conversions for Careline Chat vs
default
Default
If first visit and entry page is home
Welcome. Do you have
any questions about our
products? Contact us.
Welcome. If you have
any questions? Contact
us.
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Summary of Results – Personalization and AB Test:
Test Name Objective Results Notes
Eerste hapje - first bite Increase visits to web shop 76% uplift
Dagmenu – Day menu Increase visits to web shop 42% uplift Also headline text test
Careline CTA on Home Page Increase Careline usage 39% uplift for Chat15% uplift for email
Flesvoeding – Bottle Feeding First Increase purchases 19% uplift12% uplift
19% uplift – personalization variant 212% uplift – personalization variant 1
Olvarit – First Test Increase engagement 19% uplift
Olvarit – Second Test Increase engagement 47% uplift
Flesvoeding – Bottle Feeding Second Increase purchases 67% uplift New CTA based on learning!
Nutrilon.nl Increase purchases 4% uplift
Feeding Schedule 4 Months Increase engagement 205% uplift Targeting “express buyers”
Free Gift CTA – Home Page Increase membership 50% uplift Important lessons learned!
Free Gift CTA - My Nutricia Landing Increase membership 26% uplift Important lessons learned!
24%AVERAGE CONVERSION UPLIFT
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Technology is an enabler not a solution
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
All-providing genetically engineered animal
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Martech Landscaping – Quick learnings
Technology and partner/ vendor selection• Do they have the ability to execute. “Do they drink their own champagne”• What is my reach within the company when confronted with a problem (test this)• Do we have a DNA and cultural fit, are they sincere
Operational• It is still about people, look at operations, whom has to handle different UI and for which purposes. • Can you scale effectively when necessary, budget and skilled resources? • Do I have to get sign offs on too many tools? > Entrepreneurial space available, freedom to act, legal
Stakeholder management• Share a (technology) vision and address how it fits in the complete tech stack; • But focus on outcomes, not technology; • Emphasize personalization and experience
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Digital Team & Business Transformation
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Technology is an enabler not a solution• Build and adapt
Data First Strategy• Build the data foundation
Continuously Research Behavior • Experience data profiles provide important intelligence• Close the gap between insight and action
Learn new Competencies• Increased competencies lead to increased results with personalization and testing• New career opportunities
Track performance and communicate back• Personalization tactics increase conversion and basket size• Stronger Calls to Action lead to better results…
So most important, start now, learning by doing already will drive results!
Digital Team & Business Transformation – Quick learnings
© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.
Drawing on experience across marketing and technology, OnModus mediates, navigates and accelerates the interaction between customers, partners and vendors, and takes the guesswork out of developing great (Brand) Customer Experience and companywide Digital Transformation.
Fifteen years of experience using technology to drive marketing initiatives for:
Max Goijarts > [email protected]