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?


Decision Point 4: Technology Ecosystem


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

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

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?