marketing automation summit 2015
TRANSCRIPT
Nick VinckierExecutive Consultant
[email protected]+32 474 39 12 82@nickvinckier
duvalunionconsulting.com
We wrote a book on Digital Transformation
www.digitaltransformationbook.com
ProgramMarketing Automation Summit 2015
PART 2PART 1 PART 3
Jonathan TilquinBoost your sales & customer satisfaction through services & product inefficiencies
We like to complain! It’s normal:It regulates stress and provides us with recognition as a person.
But companies don’t like complaints:- Who’s responsible for them?- Where is the feedback loop?
Wrong perception: Complaining customer is leaving customer
Why do customers leave? - Natural causes: death, …- Induced causes: bas service, …
Jonathan TilquinBoost your sales & customer satisfaction through services & product inefficiencies
A complaining customer is not a leaving customer!Good service provides customers with solutions and has a big chance to generate cross sales.
But customer service is hard!
50% of the complaints come from misunderstandings.
You need analytics: historical data to develop potential futurecomplaints => raise efficiency (revenu goes up, churn drops andcoaching goes up)
Jonathan TilquinBoost your sales & customer satisfaction through services & product inefficiencies
1. Don’t be scared of complaints: It’s normal2. Motivate clients to express their concerns3. Commit them with your customer services and quality of support
Customer support in 2015 = support & sales J
Lisa DiamantHow to 10X your sales (Delhaize client case)
Marketing Delhaize Wine World (online wine shop) is not easy. The traditional marketing tools aren’t ideal for (or don’t allow) ads aboutalcoholic beverages!
The solution: Addexing- Automated ads based on product feeds- Automated updates (ad groups, products, prices, …)- Merges with Google Shopping
Better Quality Score of ads, better CTR and more share ofImpressions with Addexing.
Franz von LindernElectrabel’s Journey
Moving from an contribution model to an attribution model. From a last click model to a first click model!
FromFragmentation è IntegrationHard to determine: KPIs, ownership, objectives, …Hard to measure results
Data Safe HouseFlexibility & efficiencyOverall CPA
Franz von LindernElectrabel’s Journey
How did we go from fragmentation to integration?
Integrating one central digital marketing platfromNo KPI per siloSetting an overal KPA targetRecognize responsibilitiesIdentification of the leads
Ignition One
Johan VerhaegenGreat customer experience is what your customer wants
Clearly communicate your value propositionDesign the product & design the experience, show your customersthe experience of your product!AirBnB: # professional pictures ^ = # bookings ^
Johan VerhaegenGreat customer experience is what your customer wants
Know how to use usability principles
A usabilitiy principle is based on how people see, use, react, do, are,…
Ex. People are lazyYour website needs to be simple!
Ex. People like to be in controlDon’t take the control away online!
Johan VerhaegenGreat customer experience is what your customer wants
Tackle design challenges with design principles
People are lazyè The simpler, the betterTRANSLATE THIS TO YOUR PRODUCT PAGE
People want to be in controlè Power to the peopleEx. Carousels (don’t auto forward, give people option to navigate, etc.
Yann Balbaert5 tips to boost your customer journey management
1 From big data to smart dataBig data: capturing everytingSmart data: capturing records with a strategy, sources (internet, open data, buy data,…), selection (less is more; start small withcustomer journey management), signification (context for data) & symbolization (draw things around the data; make it easy tounderstand)
How? Tools like Datagraph, Swan Insights
Yann BalbaertHow to boost your customer journey management
2 Know your customer better
Set up database, link extra info to each profile, ... : beginning of your job! You need to step it up!
1. Determine your personas based on collected data, focus groupand experience of sales people
2. Continuous Customer Journey mapping and perfectioning(makes you consistent)
3. Innovate your customer segmentation (besides classic segments)
Yann BalbaertHow to boost your customer journey management
3 Become customer centric
It is not a trend or buzz word, it’s a question of respect and a real expectation!
Stop push communication and engage with your customers! Andcommunication is not only about marketing our communicationdepartments! Everyboday has to think about the customer first andmake decisions with the customer in mind!
Yann BalbaertHow to boost your customer journey management
4 Grow towards a continuous learning process
Customer journey management can not be done once a year!Test – Track – Analyze – Adapt : allows you to shorten your decisionmaking processEasier with visualized data!
5 Don’t be obsessed by real-time reactions
Move from real-time marketing to the right-time marketing.
Julien WeberImproving marketing automation with predictive analytics
The movie “Tomorrowland” flopped, even when Disney produced it& George Clooney starred in it! Intuition and gut feeling are bad decision makers ;-)
ó Success of Netflix is based on data! How?1. Gathering Data (>15 hours to watch per month = 75% less likely
to cancel) => get people to watch more than 15 hours2. Testing the solution
Enable post play3. Analysis of the results
Look at the results (more users who watch 15 hours? Less churn?)
Julien WeberImproving marketing automation with predictive analytics
Recommendations based on data by Netflix?
Gathering data:Reviews & played content
Predictive model:Use of past data for predictions
Evolving algorithm:Smart algorithms that evolves; gets smarter by itself
Content creation?House of Cards
Gathering data:People love Kevin Spacey; watchdrama and the first season in UK was good
Predictive model:Use of past data for predictions: This will be good, let’s buy House of Cards
Julien WeberImproving marketing automation with predictive analytics
1990-2000: CRM è 2000-2010 : Marketing Automation è 2010 – 2020: Analytics & Prediction
How can we translate this in to our day to day business?1- Lead scoring2- Lead nurturing3- Profiling4- Finding look a like customers5- Data gathering
The modern marketer is part artist, part scientist ;-)
