data-driven marketing for omnichannel

Copyright © 2015 Accenture All rights reserved. 1

Netcomm Connect

Data-Driven Marketing

Milan, 25th June

2 Copyright © 2015 Accenture All rights reserved.

The marketing activities are going to become even more

digitalized with an increasing role of spending optimization.

The results monitoring and its relation with the real

performance and the return will become the first driver of

each digital marketing strategy .

The process, the tools and the skills of the new digital

marketers (both in companies and agencies) is transforming.

Copyright © 2015 Accenture All rights reserved. 3 Copyright © 2015 Accenture All rights reserved. 3

> The new marketing horizon

> A data-driven Interaction

> From data to marketing

> So what

• Agenda


The marketing new horizon (1/3): upside down mngmt

C.R.M.

- +

Eff

ecti

venes

s

- Control

E.M.M.

D.M.P

C.D.B

Social

Loyalty

+

Personalization

Audience

mngmt

Personalization is becoming one of the

new “Digital Must” but it need to be

much more integrated with the content

mngmt, the campaign mngmt, the web-

analytics, the campaign mngmt and the

CRM segment / strategies

The DMP and the overall PB trend is

confirming the two digit growth trend

but the portmanteau with the CRM to

obtain a full Audience mngmt will

become the next frontier.

Everything will be data-driven…

P.B.


The marketing new horizon (2/3): Programmatic & D.M.P.


The marketing new horizon (3/3): Personalization @ scale


The marketing new horizon: new phases & enablers

Visibility Personalization Conversion Optimization

Capabilities on support of the Digital

Marketing activities in order to

increase the visibility and traffic to the

website. > Support to all Digital Marketing activities at

Global or Country scale

> Internationalization of SEO

> Global URL structure

> Alphabet support

> Channels:

> DEM campaigns

> Affiliation

> SEM and Display Advertising

> Co-mkting

> Retargeting

> Product and content Feed management to

export enriched data to DM tools or affiliates

Data-driven Marketing for OmniChannel

Personalized and tailored contents,

services after a Customer engagement.

> Deep personalization of the reaction on the

website could be carried out within a strong

relationship on the information shared

between the online platform and the DM

channels

> A set of variables has to be defined and

applied, e.g.:

> Campaign Source

> Campaign Medium

> Campaign Content

> Campaign Name

> Reactions personalization

> Commercial proposition

> Services (e.g. samples)

> Story-telling / editorial

AEM Analytics Target Connector Connector Connector Connector

1 2 3 4

Definition and evaluation of the main

events in order to increase the related

«conversions».

> Evaluating the performance of different

events across the DM channels applying

specific variables to the different phases of

the customer journey

> Lead generation

> Online sales

> Evaluating the customer actions related to the

DM activities concluded offline:

> Physical Stores

> Live Chat

> Exchange campaign information between the

online platform and CRM

Different levels of Analysis and

Optimization of the website and Digital

Marketing activities providing tools,

high-level data quality and reports.

> Automatic optimization leveraging on A/B and

Multivariate Testing features

> Media campaigns

> Marketing contents (e.g. Landing pages)

> Website contents

> Funnel

> Fallout

AEM Analytics Target AEM Analytics Target AEM Analytics Target





> So what

• Agenda


The OmniChannel acquisition funnel

Customer

Lifetime Value Relation

Reactivation

Customer

Thrust

Addressable market

Brand

awareness

Attract/

Consider

Turnover

Channelling

Offline Online

Profitability

Convert

Conversion

Visitors

Commercial

Levers

User

Experience Acquire

ATL Digital Mktg

Click

Through Natural

& Organic Direct

Marketing

Customer

relation Experience

Reach/

Engage

KPI Customer Journey Business lever

Addressable

market

Att

ract

ion

Engagem

ent

Exper

ience

A

dvo

cacy

Interact

Maximize


Omni-Channel Optimization: Online Purchase

EDITORIAL CONTENT

THANK YOU PAGE

WELCOME PAGE

STORE

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

RESERVE & COLLECT

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

INCREMENTAL REGISTRATION

LIVECHAT

PROMOTION

PERSONALISATION

SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT


Omni-Channel Optimization: Online Purchase SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

ONLINE PURCHASE

RESERVE & COLLECT

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION


LIVECHAT

PROMOTION

PERSONALISATION

THANK YOU PAGE

STORE

WELCOME PAGE

EDITORIAL CONTENT


Omni-Channel Optimization: Online Purchase SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

EDITORIAL CONTENT

STORE LOCATOR

MTM

ONLINE PURCHASE

RESERVE & COLLECT

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION


THANK YOU PAGE

WELCOME PAGE

STORE

LIVECHAT

PROMOTION

PERSONALISATION


Omni-Channel Optimization: Reserve and Collect SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

EDITORIAL CONTENT

STORE LOCATOR

MTM

ONLINE PURCHASE

RESERVE & COLLECT

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION


THANK YOU PAGE

WELCOME PAGE

STORE

LIVECHAT

PROMOTION

PERSONALISATION


Omni-Channel Optimization: Pay and Collect SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

EDITORIAL CONTENT

STORE LOCATOR

MTM

ONLINE PURCHASE

RESERVE & COLLECT

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION


THANK YOU PAGE

WELCOME PAGE

STORE

LIVECHAT

PROMOTION

PERSONALISATION


Omni-Channel Optimization: Book a Visit SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

EDITORIAL CONTENT

STORE LOCATOR

MTM

ONLINE PURCHASE

RESERVE & COLLECT

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION

THANK YOU PAGE

WELCOME PAGE

STORE

LIVECHAT

PROMOTION

PERSONALISATION


Omni-Channel Optimization: First Registration SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

ONLINE PURCHASE

RESERVE & COLLECT

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION


THANK YOU PAGE

WELCOME PAGE

STORE

LIVECHAT

PROMOTION

PERSONALISATION

EDITORIAL CONTENT


Omni-Channel Optimization: Increm. Registration SOURCE CONTENT TYPE KPI CONCLUSION INFLUENT EVENT

ORGANIC

DIRECT

SEM

MAIL

DISPLAY

DEM

HP

LANDING PAGE

PRODUCT PAGE

STORE LOCATOR

MTM

ONLINE PURCHASE

PAY & COLLECT

BOOK A VISIT

1° REGISTRATION


WELCOME PAGE

THANK YOU PAGE

STORE

LIVECHAT

PROMOTION

PERSONALISATION

EDITORIAL CONTENT

RESERVE & COLLECT





> So what

• Agenda


Marketing Plan

Web Marketing Channels

Campaigns

• Objectives

• Budget

• Mix

• Performance

Which are the sales

goals and margin for

category?

How can we

increase sales?

Through which

channels can we

reach all the clients

we need?

Am I really doing

profits thanks to

these actions?

• Objectives

• Budget

• Mix

• Performance

How many potential

customers did I reach?

How much

effective is my

commercial

strategy?

How much effective

and reliable are my

processes and

systems?

Are customers

satisfied or are

there any critical

points to take care

of?

Historical data are the

bases to the forecast…

… forecast data are the

bases to check

performances

Transactions

Order fulfillment

Post – sales interaction

Management phases and business burining questions

Commercial Plan

Pre-sales interaction


Margin goals

Sellout goals

By week Define the margin goal expected

per total sellout

By category How much is the online sellout

forecasted

Define total revenue for the

entire assortment

Trend is built by mapping the

sellout goals for each week

It is necessary to have visibility

of the revenue and the sellout

trend for each category sold

Com

mer

cial pla

nnin

g

Conversion rate goals

Traffic goals

By campaign Define conversion rate to

analyze better the visits number

and their conversion in sellout

(bottom up model)

By channel Define the traffic volume

expected in order to reach the

revenues objectives

Define and optimize the mix of

channels to maximize the

performance in terms of sellout

Identify the channels to activate

to reach visits volume goals and

sellout goals

Mark

etin

g p

lannin

g

Objectives Management granularity

1

2

3

4

5

6

7

8

A quick commercial and marketing KPIs definition guide


Channels

EMM

Boutique

Purch

ase

Conta

ct

Aggregated

interactions

Category

Shirts

Shoes

Trousers

Bounce

Visit

eCommerce

Dresses

Self-

service

Call-

center

Subsequent

interactions

Freq

uen

c

y

Dura

tion

Deep

ness

Example: «Issue

from category

in promo»; cross

checking of

data allows to

understand the

original

situation

Single performance and interaction KPI

coming from different tracking sources

can be correlated to detect the reasons

and the original context of the

discrepancies with the expected trends.

The relations among KPIs can be

obtained in different ways and with

different levels of effort depending on

the environment in which it is done.

Al the Digital Marketing PULL and

PUSH actions will be driven by the real

customer context and purchase

attitude

KPI aggregation will drive the digital marketing actions





> So what

• Agenda


So What…

Everything will become (A) data-driven (B) personalized

and (C) optimized in term of cost and performance

The role of DMP and CRM will blend starting the Audience

Management era that integrate the customer knowledge

The roles of Agencies and the Media Center will be transformed

moving to a consultancy direction

The “new way” to optimize is enabled by the front-end full control

1

2

3

4

data-driven marketing for omnichannel

Internet

new marketing horizon

marketing new horizon

digital marketing activities

campaign mngmt

digital marketing strategy

datadriven marketing

new digital marketers

content mngmt