personalised digital interactions: what reallt works according to european marketers
DESCRIPTION
For its second marketing survey, Neolane chose to analyze how marketers personalise their digital interactions today. More than 600 European marketers participated in the survey.TRANSCRIPT
Neolane Marketing Survey #2
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Context
► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers around the world.
► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyze their feedback, and then share results with them.
► Following the first Neolane Marketing Survey that focused on social marketing ROI, we chose to analyze how marketers personalise their digital interactions today.
► More than 600 marketers participated in the survey.
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Survey Results in a Nutshell
► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. That’s nearly 3 times more!
► Only 9% of marketers who do not personalise their website do so because they doubt the potential ROI.
► 54% of marketers using web personalization get a significant ROI within months.
► The most efficient data for web personalisation: the whole customer profile and purchase behaviour.
► The top channels to offer a personalised experience beyond the web: social & mobile.
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Survey Highlights from Infographic
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Detailed Survey Results
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► In 2014: 59% of marketers will personalise their website. That’s 3 times more than today.
► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it.
Web Personalisation: Next Year’s Gold Rush?
19%
37%
44%
Yes
Planned within the next 12 months
Not planned
Q1 - Do you personalise the content and
offers on your website(s) in real-time?
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Web Personalisation: Next Year’s Gold Rush? Country specifics
► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months.
21% 14% 19%
6%
33% 44% 42%
44%
46% 42% 39% 50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FR ND UK BE
Nothing planned
Planned within the next 12 months
Personalise in real time the website
Q1 - Do you personalise the
content and offers on your
website(s) in real-time?
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Personalisation of the web experience ROI
► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable.
9%
56%
35%
Not confident in the potential of ROI
No budget
Not a priority
Q1 Why? (only for people answering : No, we offer the same content for all
visitors and have no current plans to adopt this approach) in Q1
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Website personalisation: main objective is not immediate sales but loyalty
► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first.
56%
53% 53%
51%
47%
48%
49%
50%
51%
52%
53%
54%
55%
56%
57%
Customer satisfaction & loyalty
Prospect to customers conversion rate
increase
Website visitor to prospect conversion
rate increase
Cross-sell & upsell
Q1 - What do you expect from website personalisation? (only for
people answering they personalise or they will do it in the 12
coming months) Multiple choice
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The most efficient inputs: the whole customer profile & purchase history
► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour.
9% 11% 14%
19% 19%
0%
5%
10%
15%
20%
25%
Based on collaborative
filtering
Based on social profile
Based on web behaviour
Based on purchase behaviour
Based on customer profile
Q2 - Website personalisation techniques that
give a significant ROI according to marketers
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Marketers still invest with caution
► 29% of marketers invest more than 50K € in website personalisation efforts.
► 71% are still investing with caution on this field.
45%
26%
18%
11%
Less than 10 000 €
10 000 € to 50 000 €
50 000 € to 100 000 €
More than 100 000 €
Q3 - What budget do you spend or
plan to spend per year for a real-time
web personalisation solution?
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Extremely Quick ROI!
► 54% of marketers who had put in place real-time web personalisation strategies got a ROI within months!
31%
54%
15%
ROI is not yet reached
Yes, we get ROI within months
Yes, we get ROI within years
Q4 - Do you think the investment made
on your website to offer a personalised
experience to visitors provides you a
ROI?
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10% 11% 19% 20%
31%
54%
38% 40% 40%
19% 17%
33%
0%
10%
20%
30%
40%
50%
60%
Mobile push Mobile app content
Social media PoS Call center Email
Already do
Planned
Beyond the web, there is social & mobile
► Email is the most mature channel in terms of personalisation.
► Social & Mobile are the top promising channels to personalise experiences beyond the web.
Q5 - On which other channels do you or do you
plan to offer a personalised experience?
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Beyond the web, there is social & mobile
11% 8% 13% 6%
38% 41% 43%
38%
51% 51% 44%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FR ND UK BE
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a
personalised experience? Answers for Mobile app content
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Beyond the web, there is social & mobile
12% 10% 7% 3%
37% 32% 42%
63%
51% 59%
52%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FR ND UK BE
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a
personalised experience? Answers for Mobile push notifications
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Beyond the web, there is social & mobile
52% 58% 58%
41%
33% 29% 33%
41%
15% 14% 9% 19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FR ND UK BE
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a
personalised experience? Answers for Email
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Beyond the web, there is social & mobile
22% 16% 21% 13%
13% 32% 23%
22%
65% 52% 56%
66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FR ND UK BE
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a
personalised experience? Answers for Points of Sale
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Beyond the web, there is social & mobile
35%
19% 32%
19%
15%
27%
16%
19%
50% 53% 51% 63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FR ND UK BE
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a
personalised experience? Answers for Call Center
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Beyond the web, there is social & mobile
17% 22% 21% 9%
36%
42% 45%
41%
47% 36% 33%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
FR ND UK BE
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a
personalised experience? Answers for Social Marketing
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Thank you!
Fore more information about
Neolane web personalisation offers:
http://bit.ly/NeoInteraction
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Annexes
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Survey Objectives
► Understand how marketers personalise digital interactions with their prospects and customers
► Share results gathered with our community of customers and the market
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Survey Methodology
Emailing:
November -
December 2012
2 waves of email in
French and English
2 incentives:
exclusivity and a
chance to win an
iPad
Process
Neolane contacts
only, no rented
databases/lists
European:
France, UK, Benelux,
Switzerland, Nordics
(Denmark, Finland,
Iceland, Norway and
Sweden)
Target
Major objective is
creating value added
content and share it
with peers
Simplicity:
5 questions
No panel
Specificities
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Emailing
► The email was sent with Neolane Campaign
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Questions
► The survey was managed by Neolane Survey Manager
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Neolane Snapshot
Founded in 2001
Global Presence
300+ Employees
400+ Customers
Independent & Agile
Rapidly Growing & Profitable
2012: $58m, 40% global consolidated growth
Recognized Leader by Forrester & Gartner