1. 1. Copyright2014Apegroup. 1 Personalisering Konverteringsoptimering genom anpassat innehll
2. 2. Upplgg Kommunikationens historia Digitala trender 2015 Vad r personalisering? Modeller Resurser Copyright2014Apegroup. 2 Nsta fredag Workshop day!Idag 1 2 3 4 5 The how to Diskussion Diskussion/Case Nordic Choice Hotels
3. 3. Copyright2014Apegroup. 3 Kommunikationen frndras
4. 4. Copyright2014Apegroup. 4 Frr
5. 5. Copyright2014Apegroup. 5 Masskommunikation Frr
6. 6. Copyright2014Apegroup. 6 2007/08 Masskommunikation Riktad Frr
7. 7. Copyright2014Apegroup. 7 2007/08 2009/Nutid Masskommunikation Riktad 1 to 1 Frr
8. 8. Copyright2014Apegroup. 8 2007/08 2009/Nutid Masskommunikation Riktad 1 to 1 Relevans Lg Hg Frr
9. 9. Copyright2014Apegroup. 9 2007/08 2009/Nutid Masskommunikation Riktad 1 to 1 Relevans Publik Lg Hg Bred Snv Frr
10. 10. Copyright2014Apegroup. 10 2007/08 2009/Nutid Masskommunikation Riktad 1 to 1 Relevans Publik Relation Lg Hg Bred Snv Ytlig Djup Frr
11. 11. Copyright2014Apegroup. 11 Framtiden? Ny teknologi ger oss nya mjligheter, men hur vi kommunicerar r nyckeln.
12. 12. Diskussion Vilka framtidstrender ser ni i hur vi kommunicerar med vra kunder? Copyright2014Apegroup. 12 1 Relevans Publik Relation Lg Hg Bred Snv Ytlig Djup
13. 13. Copyright2014Apegroup. 13 Digitalatrender2015 Januari 2015, Adobe
14. 14. Copyright2014Apegroup. 14 2015 Customer Experience Content Marketing Mobile Personalisation Big Data 5% 10% 15% 20% 25% 11% 11% 13% 15% 22% Singlemostexitingopportunity-2014vs.2015
15. 15. Copyright2014Apegroup. 15 10% 20% 30% 40% 5% 7% 7% 9% 28% 44% Over the next ve years, what is the primary way your organisation will seek to dierentiate itself from competitors? Product/Service quality Customer Service/Customer experience - making it easy, fun, valuable and/or pleasurable to shop from us Product/Service choice Mobile - becoming a mobile rst company that absolutely caters to the mobile shopper/buyer Convenience - fast delivery, in-store pickup, multiple payment mechanism etc. Price
16. 16. Copyright2014Apegroup. 16 5% 10% 15% 20% 25% 30% 35% 4% 5% 7% 10% 12% 29% 33% Where does your organisation place the highest emphasis in terms of improving the customer experience? Making experience as valuable as possible Making experience as personalised and relevant as possible Making experience as consistent as possible across channels Making experience as safe and reliable as possible Making experience as fun/fullling as possible Making experience as fast as possible Making experience as mobile-friendly as possible
17. 17. Copyright2014Apegroup. 17 Targeting and personalisation Content optimisation Social media engagement Brand building /viral marketing Multichannel campaign management Conversion rate optimisation Search enginge marketing Mobile optimisation Video content Marketing automation Mobile app engagement Joining up online and oine data Social media analytics Real-time marketing Customer scoring/predictive marketing Ad targeting optimisation Video Advertising Mobile app analytics 5% 10% 15% 20% 25% 30% 35% Where does your organisation place the highest emphasis in terms of improving the customer experience?
18. 18. Copyright2014Apegroup. 18 Vadrpersonalisering?
19. 19. Kommunikation i kontext Copyright2014Apegroup. 19
20. 20. Copyright2014Apegroup. 20 Kundvrde Marknadsfring/Reklam Lojala kunder Churn Kundaktivering Relevant innehll och kommunikation ver tid Motverkande av ChurnROI Kundvrde(LTV)
21. 21. On-siteoptimering Baserat p historiskt beteende och/eller beteende i realtid optimera innehll fr konvertering. Copyright2014Apegroup. 21
22. 22. On-siteoptimering 74% av onlineshopparna blir frustrerade p sajter dr innehllet inte r relevant mot deras intressen. (Janrain) Anpassade CTAs kar konverteringsgraden med 42% (Hubspot, 12 mnaders historik, 93000 unika exponeringar av CTA) Personaliserat innehll kade i snitt intkterna med 19% (Monetate/eConsultancy Study, 2013) Copyright2014Apegroup. 22
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26. 26. Copyright2014Apegroup. 26 amazon.com Diskussion
27. 27. 3 Marketing Automation/ Inboundmarketing Hndelseaktiverad kommunikation baserat p kundresa. Jobba med leads eller anvndarupplevelsen. Copyright2014Apegroup. 27 1 2 ! ! ! 4 ! 5 !
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32. 32. Copyright2014Apegroup. 32 Omni-Channel
33. 33. Copyright2014Apegroup. 33 Spotify Diskussion
34. 34. CRM/ Lojalitetsprogram Samlar kundbeteende ver era kanaler. Segmentbaserad kommunikation genom direktmarknadsfring. Copyright2014Apegroup. 34
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36. 36. Copyright2014Apegroup. 36 Resurser
37. 37. Copyright2014Apegroup. 37 BigData Noneedfor
38. 38. Copyright2014Apegroup. 38 On-site optimering Marketing Automation Nivbaserat pinvestering CRM Big Data 30%av dina kunder str fr 70%av din totala omsttning
39. 39. Process&Resurser Copyright2014Apegroup. 39 CRM Slj Mark nad Analys UX Input Prod. Design Utv. Analys Segment Hypotes Varianter Hypotes Eekt Varianter 1 2 3
40. 40. Datainsamling-Datatyper Copyright2014Apegroup. 40 Cookies Social Egen data Position ppna APIer Kphistorik Persondata Frekvens Butik Knda platser Tid Vder Trak Metadata Persondata Vnner Intressen Beteenden Intressen Frekvens Sk: Barcelona Intresse: Fotboll Matchinfo Hotell nra Camp Nou Lediga rum
41. 41. Datainsamling-Verktyg Copyright2014Apegroup. 41 Cookies Social Egen data Position ppna APIer Kunddatabas (KDB) Arssystem GPS IP https:// www.mashape.c om/explore/ Single sign on (SSO) Facebook apps GA Frosmo
42. 42. Matchadata Copyright2014Apegroup. 42 Cookies Social Egen data Position ppna APIer Intresse: fotboll Matchinfo, Hotell nra Camp Nou Skt resa till Barcelona Lediga rum nra Camp Nou Nra Arlanda
43. 43. Personaliseringsverktyg Copyright2014Apegroup. 43 Salesforce Frosmo Appboy Mixpanel Marketing automation (mobilappar) On-site optimering Marketing automation CRM Marketing automation Marketing automation (mobilappar) eller Google analytics fr hipsters
44. 44. Viktigtnrduvljerdittverktyg Copyright2014Apegroup. 44 Vlj ett verktyg som bde plockar in, men ocks lter dig anvnda datan du skapar. Frosmo lter dig teranvnda informationen direkt integrerat mot exempelvis Adwords (retargeting) och e-postsystem vilket gr att du kan jobba med samma segment on och o-site
45. 45. Diskussion Vilka branscher eller fretag skulle ni sga r typexempel fr att jobba med personalisering? Vilken/vilka modeller skulle ni rekommendera? Copyright2014Apegroup. 45 1 2
46. 46. Upplgg Kommunikationens historia Digitala trender 2015 Vad r personalisering? Modeller Resurser Copyright2014Apegroup. 46 Nsta fredag Workshop day!Idag 1 2 3 4 5 Vilka delar verkar roligast, svrast, viktigast?Diskussion Diskussion/Case Nordic Choice Hotels
47. 47. Tack! Copyright2014Apegroup. 47 MariaHolmgren Analytics Director | apegroup maria.holmgren@apegroup.com 070-312 90 22 Twitter @MariaSelling Linkedin https://se.linkedin.com/in/mariaholmgren