getting personal with 5 million members ignition one client summit amsterdam, june 2015
TRANSCRIPT
Getting personal with 5 millionmembers
Ignition One Client SummitAmsterdam, June 2015
Broad Europe-wide consumer shopping reward proposition
Maple Syrup Media Group looks to deliver tangible value to both consumers and retailers through
innovative reward programmes.
Targeted, sector–specific consumer shopping reward
propositions
Merchant solutions through data and
innovation
3
Customer navigates Rewards foronline deals
Customer clicks on online deal
Customer purchases Quidco tracks transaction
Cashback received into account
Online
In store
Customer sees in-store deal online, mobile, in email, or via other communications
Customer uses registered card
to purchase
Quidco tracks the transaction and pays the cashback
into account
Earnings could be traded for and/or
paid out in vouchers or other
“currencies”
How we work
Your next payment
£15.68
Your next payment
£20.32
We work with retailers and brands to deliver targeted marketing programmes with the common thread of loyalty.
Broad range of retailers and brands
E-commerce trends UK is only market where digital advertising spend is over 50%
UK consumers spent over £100bn online in 2014
Spend on Black Friday estimated at £810m in UK
UK consumers have highest online spend per head
£180bn UK Grocery market. Manufacturers spending c. 18%
on promotion
4000 advertisers spending
across 12,000 publishers£1.2 billion
Performance marketing landscape
Delivering
4 billionclicks
Which converted into
transactions155 million
Which generated
sales£16.5 billion
Spend €95,000get 7%
cashback
Our customer challenge…
Buy 1get 50p
cashback
• We need to understand about our current customers and our future customers
• We need to fulfill their functional requirements in terms of user experience
• We need to be relevant• We need to make our customers feel valued
What is the focus for our business
…and sometimes we should make them delighted
• Large data sets that reveal patterns in usage, purchases and behaviour.
• So the challenge then becomes monitoring everything a customer does in case it might be important.
• Capture everything.
• Initiatives often run from a Tech perspective.
Big Data Strategy
Volume Velocity Value Variety Veracity
• 78% of customers want personalized content. • 61% want personal offers even if it results in less privacy. ***• 4O% of consumers buy more when content is personalised.
• A one second delay in page-load time can result in a 7% loss in sales.*
* Optimal page loading time. Forrester 2009. Compuware survey 2012. ** Just One second delay - tagman.com ***Aberdeen Group **** Monetate.
• In 2006 an average shopper expected the page to load in 4 seconds. By 2009 expectation was under 2 seconds.
• Now the expectation is that pages are loaded instantly (<1.5s).*
Key considerations
But…
So…
and…
Identifying core batches of data that can be optimize and delivered in order to improve the customer experience in a timescale to the customer. So the challenge now becomes a) identifying data where key relationships can be predetermined and b) the delivery mechanism for the content.
Fast Data Strategy
VolumeVelocit
yValue
VarietyVeraci
ty
Practical applications
TimelineA brief history of Quidco’s CRM
Static content
Early data campaigns
Ear ly Dynamic campaigns
Complex Dynamic campaigns
Off er p lacements
so ld on a CPM bas is
Leverag ing h is tor ic
t ransact ion data
Rea l - t ime t r iggered act iv i ty
Needs pre-
determined relat ionships
Mul t i -channel t r iggered act iv i ty
Needs del ivery
mechanism
Volume Variety Velocity Veracity(Data
quality)Increasing
value
CRM landscape
D ata & Insight
D e l i v e r y c h a n n e l s
Of fer content
Promot ionMechanics
C ontentBespoke cashback ratesOffer personalisation Bonus rewards
DeliveryEmail On-sitePush notificationsOff-site
Profi lingBrowsing behaviourSearchesTransaction data Demographics
RetailersSustainable offers
Getting personalCurrent data driven campaigns
Car insurance renewals
Uti l ising transactional, preference and product
usage data
Off er popins
Uti l ising real t ime browsing behaviour to
serve relevant off er content
Whats next...
Location based marketing programmes
Omni-channel experience
Single customer view
Increased data transparency