SDL Proprietary and Confidential

Roger Luxton, Industry Marketing Director, SDL Campaign Management and Analytics

Internet Retailing Jumpstart :

How Best Practice Analytics drives better Campaigns and a more profitable customer experience

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• Customer Experience

• Data – Driving Customer Experience

• Analytics – Driving Customer Experience

• Marketing – Driving Customer Experience

• Real Life Success stories

Agenda

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Customer Experience

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“55% visited a store to review products

prior to online purchase. 66%

compared store and online prices from the

high street”SDL Shopper Survey

“80% expect companies to know

purchase/retail history and 84% expect them to use data to improve customer experience”

ClickFox

“23% have a single customer view”

Internet Retailing Research

“38% don’t personalise offer at all”

Internet Retailing Research

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Customer Experience

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“41% of marketers admit missing

opportunities to measure and learn from campaigns”

Charterhouse

“53% of marketers only seeing medium or low return on marketing data investments”

Charterhouse

“89% of CMOs say social data has affected at least some of their

decisions”CMO Club

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Customer Experience

Data

All your data in one place and available

to use

Analytics

Focusing on the right areas for analysis

Marketing

Using insight to make

campaigns relevant

Interaction Sharing Buying

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Data – Driving Customer Experience

Single Customer View

DataAll your data in one place and

available to use

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Data – Driving Customer Experience

Usage, Competitors, Preference

Clicked, considered and purchased

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Data – Driving Customer Experience

Video viewed and Data collected

Social Interaction and Data collected

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Data – Driving Customer Experience Plenty of Data – Making it useful

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Analytics – Driving Customer ExperienceAnalytics

Focusing on the right areas for

analysis

Where revenue comes from

Recency, Frequency and Value

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Analytics – Driving Customer Experience

Customer Journey focused

Customer and Product Analysis

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Analytics – Driving Customer ExperienceStore, Channel or day of interaction

Time gap between purchases

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Analytics – Driving Customer Experience

Campaign Performance

Returns Analysis

Marketing – Driving Customer Experience

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Items delivered no returns

Added items to basket

Click through to website

Emailed offer to prospects

Removed 2 & purchased 2

Targeting

Personalise

Listen &re-use

Next Best

Recommend

Best channel

MarketingUsing insight to

make campaigns relevant

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Marketing – Driving Customer Experience

Shoes

DressesBoth

Marketing – Driving Customer Experience

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Visit website and buy

Share video on facebook

Play video and register

Browsing a poster/banner

Get email or SMS offer

When

Name + Time

Interaction

What + Value

Share

Where

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Real Life Success

“Our SDL platform increases analyst efficiency over 3x faster”

“drastically reduced production times for eDM from 24 hours to less than 2 hours.”

“Since implementing the SDL solution, the most recent 200 eDM campaigns delivered an ROI of 2,200%”

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Real Life Success

“The SDL solution handles 5 billiontransactions and 2 million customer records.”

“Marketing team reduced campaign analysis and list-pulling three-fold.”

“300 plus campaigns since launch, consistently achieving positive ROMI.”

“ROI of all campaigns was$6.05 returned for every marketing dollar invested.”

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Final Thoughts

• Get the right data in place and use it imaginatively

• Use that data with best practice analytics

• Drive your marketing with insight gained

• Then can get quick payback and a better customer experience

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Interaction Sharing Buying

www.sdl.com/imswww.sdl.com/retail

Copy of presentation:rluxton@sdl.comOr leave business card/your name afterwards