12 gabriel karam - perfomics - rethinking every customer journey - mashup mena conference
TRANSCRIPT
RethinkingEveryCustomerTouchpoint:TransformingtheCustomerJourney
October2015
Whatmyfriendsthinkwedo
What do WE do?
Whatmyclientsthinkwedo Whatmyvendorsthinkwedo
Whatmyparentsthinkwedo WhatIthinkwedo Whatweactuallydo
Performicsoffersanend-to-endsoluEonforPerformanceMarkeEngexecuEonandconsulEng.
What do WE do?
Executive Summary
The internet of everything drives a more complex customer journey
Simplification of the journey requires continuous improvement
Mastery is built on data that matters, a clear mapping of that data and using it to manage the convergence of the physical and digital worlds
1 2 3
The Decision Point Battleground
NON-BUYERS BUYERSacquisi'onof reten'onof
enjoy
aware
buy
unaware consider
What the Omni-channel Shopper Expects
Visited bank
Liked bank on Facebook
Received 20% off at Target
Shopped online
Data Pollution (Noisy Data)
What To Look Out For
Data Paralysis
Fragmented Experiences
Customer Alienation
Omni-channel is Table Stakes
EconsultancyCross-ChannelMarkeEngReport2014
WhichofthefollowingdescribeyourorganizaEonanditscapabiliEesaroundcross-channelmarkeEng?
Ques8on:
EconsultancyCross-ChannelMarkeEngReport2014
IsyourorganizaEonsetuptodelivereffecEvelyorchestratedcross-channelmarkeEngacEviEes?
Ques8on:
Brands Continue To Miss The Mark
Prioritized Obstacles To
Overcome
Major barriers to implementing an omni-channel approach include:
Lack of appropriate tools/tech
Available media options not optimized
Lack of addressable data sources
73% research online, then buy in-store
Compared with 67% who rated the Internet similarly
72% said physical stores are important in shopping
PwC, Total Retail 2014 Survey
Physical + Digital = Convergence
How to Start
Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
Focus on the data that matters
Searches for store increase by
33%
Average online sale $45
Find her where she’s active
Fall campaign ads drive 9 million impressions
Women aged 19-29 value price over brand
1,209 active SKUs on display
Recent searches
Coupon website Leather jacket customer review Top fall trends for 2014
The right data uncovers consumer intent
Intent enables the creation of connected, personalized experiences.
• Primary research!• Brandwatch!• SocialTools!• Benchtools!• eMarketer!• Forrester Research!
Initial Intent Hypothesis!
Planning & Insights!
Refined Intent Hypothesis!
Analytics + !Planning & Insights!
Testing, Learning, Scaling!
Analytics!
Outputs!
Sources of Data!• Glance!• Google Analytics!• CRM Data!• YouTube Analytics!
• Client Brief!• Draft KPIs!• Tech & Data Audit!• Content Audit!!
• Digital Maturity Plan!• CX Loop!• Audience Segmentation!• Learning Agenda!• Organizing Idea!• Brand Experience Map!
• Performance Strategy, Activation & Optimization!
Process
Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
BusinessIntelligence
FullyA>ributedMedia
Audience-centricAdver8sing
Predic8veAnaly8cs
Four Strategic, Data Infused Areas
FullyA'ributedAssets
BusinessIntelligenceMulE-ChannelReporEng
AUribuEon&BudgetPlanning
FlighEngStrategyBasedonAUribuEonFindings&
Forecasts
CRMEnabledSearch
MulE-TouchAUribuEon
Audience-centricMedia
Predic8veAnaly8cs
MobileSearch
Geo-Specific&On-SiteUserExperience
GDN
CallMetricsTracking
NewCustomerAUribuEon
SiteDesignandConversionOpEmizaEon
IntegrateSEM+SEO
ReporEng
LocalPLAExtension
YouTubeTrueView
SharedMediaPlans
ReportAutomaEon
ChannelSpecificRegressionModels
DynamicMedia&ContentDelivery
CustomerDecisionEngines
Basics Competitive Standard Market Leading
PersonalizedExperiencesatScale
AllChannelValuaEon
MediaMixDriven
AcEvaEon
Digital Maturity Mapping: Elevational Roadmap
Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
Webrooming Trend is Bigger than Showrooming
Moreshoppersresearchonline&buyofflinevs.researchoffline&buyonline
Creation of Amazon Prime
Warehouse in cities vs. rural areas
Easier returns Physical stores (pick up and drop off)
Amazon: Responses to Webrooming
AMAZON: Digital Gets
Physical
Allowin-personpickups
Centersinclosecustomerproximity
Openedapickupanddrop-offlocaEononthecampusofPurdueUniversity
Students could order everything from textbooks to mac & cheese to pickup!
Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
Aligned Priorities
• AllparEesmusthavethesamegoals:
• e.g.managingspendtomaximizesales/marginisdifferentthanmaximizingtodrivenewcustomers
Thespeedatwhichconsumerschange&interactwithmediahappenssofast.Whattookplacelastmonthmaychangethismonth.
Willingness to Change Strong Feedback
Thespeedatwhichconsumerschange&interactwithmediahappenssofast.Whattookplacelastmonthmaychangethismonth.
• SoliciEngfeedbackfrompartners,customers&associates
• Theycanhelpyouunderstand&getaheadofthechanges
Continuous Improvement
Motivate Participation
Drive Performance
Optimize for Action
Thank you
Gabriel Karam [email protected]