using analytics data for real-time personalization and crm profiling
DESCRIPTION
Those are the slides of Florian Engel's talk at ecampaigning forum 2012 in oxford. The idea is to combine the CMS (website) data and the CRM (supporter database) with analytics data. That enables you to personalize your website in real time based on analytics data and it allows you to enrich your crm records.TRANSCRIPT
FLORIAN ENGELFLORIAN ENGEL
Twitter: @moreonionTwitter: @moreonion
[email protected]@more-onion.com
Strategy & interface designStrategy & interface design
We have geo dataWe have geo data
We have a browsing historyWe have a browsing history
We know where people come fromWe know where people come from
WHY LET IT SIT THERE TOWHY LET IT SIT THERE TO
ROT?ROT?
Why separate?Why separate?
Analytics WebsiteDatabase and Email
JUST IMAGINE...JUST IMAGINE...
USE THE DATA IN
REAL REAL TIMETIME
You have a landing pageYou have a landing page
First nameFirst name
Last nameLast name
Email addressEmail address
People come from facebook...People come from facebook...
First nameFirst name
Last nameLast name
Join via facebook now!Join via facebook now!
WITH SUPPORTER RECORDSWITH SUPPORTER RECORDS
COMBINECOMBINEDATADATA
Do supporters use Twitter, Facebook?
Where are supporters based?
Do they have a mobile device?
Which pages did they visit?
You like segmentation?You like segmentation?
How this data can be used...How this data can be used...
Split test within a geographic area
Only ask facebook users for a post on a wall
Target those who have a smart phone
HOW WE'LL MAKE IT
WORKWORK
First test case will go online in May.
First test case will go online in May.
Not quite ready yet.
Close the gapClose the gap
Analytics WebsiteDatabase and Email
An ordinary open source analytics toolAn ordinary open source analytics tool
An extra ordinary CMS / web frameworkAn extra ordinary CMS / web framework
A few hacks later...A few hacks later...
Supporters in the CRM (Drupal) are „mapped“ to piwik visitors
Website (Drupal) is personalized on the basis of Piwik data
CREEPY?CREEPY?
YOUR CHOICEYOUR CHOICE
It's tempting. But don't join the dark side of the force!
FLORIAN ENGELFLORIAN ENGELTwitter: @moreonionTwitter: @moreonion
[email protected]@more-onion.com
THANK YOU!THANK YOU!