From surfer to customer

and back again

Connecting the dots13th Relationship Marketing Congress

May 20th 2010

PARADOX?

OPPORTUNITY!

Surfer vs customer

Declared vs undeclared behavior

Clicks vs mortar

Online vs offline marketeer

‘Do I reach my most valuablecustomersthrough the right channels?’

Surfers vs customers

What’s the shape of your funnel?

Multichannel dialogueThis will affect your

VIP

Gold

Silver

Bronze

Prospects

Where are theyonline?

Declared vs undeclaredbehavior

What are surfers telling me about themselves?

How can I get MORE usefull informationout of my consumer dialogues?

1 out of 18?35% to 40%!

Clicks & mortarHow do I get people to move fromwindow shopping on the internet to my physical stores?

Were branch visitors earlier on the net, investigating my offer?

ON-LINEand

OFF-LINEneed to get

IN-LINE

HOW DO ICONNECTTHE DOTS?

Customer Life Cycle

Changing worlds…Changing dialogues!

YOUR CHALLENGE

Marketing program vs cross-channel objective

Off

line

Get themonline

Multi-channeldialogue

(connectivity)

Identify Gather info

Online

ny

n y

COLLECT

PII/Contact data NAZ/tel/@/mobile/social

media contact

Declared data survey data

Undeclared data interactions,

clickographics, scores

Purchase data

Marketing action/reaction data

Calculated data/predictions: segmentation, RFM/FRAT, LTV, current value, …

Data toolbox

Create website traffic

Evaluate channels on trafficAND conversion

Tracking of the surfers behavior• product interests undeclared behavior

• type of interactions : low/high involvement

Scoring of the individual surfer

Qualify!

• linking clicks to mortar!

• adapt conversation to status‘client’/‘prospect’

• legal aspects• bad deptors• …

USE all possible data for a segmentedmarketing program

• adapated to consumerneeds• driving your business

Possible Segmentation VariablesBusiness Drivers

• What categories/brands do they use ? Yours and/or others ?

• What’s the usage frequency?

• What value does this represent?

• What growth potential do they have ?

Current and potential value calculation

Consumer Drivers

• What activity can we measure that represents involvement ? (visible or not to the consumer)

• What activity do we value ?

• What value do we attribute to this ?

• How do we reward the consumer for this ?

Measure of involvement /responsiveness / interaction

Renegades

Creators

Believers

Ambassadors

Consumer Drivers

HighInvolvement

MediumInvolvement

LowInvolvement

Hig

hM

ediu

mLow

Busin

ess D

rivers

Connecting the dots…

Consequences for data acquisitionBusiness Drivers

• Personal data incl. age

• Family composition

• Category usage & frequency

• Brand usage

• Shopping habits

• Amount of weekly shopping basket

• Income HH

Consumer Drivers• Registration of behaviour

that manifests involvement and responsiveness / interaction

• Registration of rewards obtained through that behaviour

• Registration of reward / coupon / saving card redemption

• Product interests

Make sure the database is ready for it !

The Conversation Manager wants to:

Track conversations

Integrate conversations

Intelligence on conversations

Respond on conversations

Report on conversations

Therefore the conversation manager still needs:

Integrate behaviour in a database (score, product interests)

Create a crossed segmentation

(Cross-channel) Campaign management tool

Multi-step and triggered campaigns

Flexible reporting

Shared knowledge in the company

Data Quality

referentials (benchmarks)

Integration of transactions

What do you need?

Web

site Client

segmen

tation

Reporting

Single

customer

viewEmail

campaig

n tool

Campaign

managem

ent

Shop

transac

tions

Counting

&

Extraction

tool

A tailormade solution for each business

OFFLINEONLINE

(MULTI-BRAND)WEB

PLATFORM(s)

DATA Q

UALIT

Y

SWITCHBOARD

e-couponing

E-MAILPLATFORM

CountingSENDS,OPENIN

GS,CLICKS

&BOUNCE

S

REWARDS

STANDARD

SURVEYS

AD HOCSURVEY

S

WEB

ACTIVIT

Y &

COUPON

S

CONSUMER

PROFILE

STAGING AREA

CONNECTING THE DOTS

… between website interactions and‘traditional’ CRM building blocks… using new types of consumer data… turned into profounder knowledge… for new segmentation models… turned into a true marketing program… supported by the right

• plaftorm• tools• reporting

… for better dialogues, generating more ROI

Connecting dotstogether?

Contact me!An LouwagieMarketing Manager InteractiveMarketingWDM Belgiumalo@wdmbelgium.be