Netcomm Forum 2019 - Workshop Andrea Longo, VP Customer Success Contactlab

1. Customer Journeys: fatti non parole
Andrea Longo, VP Customer Success
Maggio 2019

2. 2
DIGITAL STRATEGY DIGITAL OPERATIONS
ACQUISITION & ENGAGEMENT PLANNING,
PERFORMANCE MEASURING, TRAINING
COMPETITIVE BENCHMARKING
APPLICATION DEVELOPMENT AND INTEGRATION SERVICES
FULL SERVICE CREATIVITY & CAMPAIGN MANAGEMENT
DELIVERABILITY SERVICES
INTEGRATED MARKETING SERVICES
TECHNOLOGY MARKETING PROVIDER
+
CUSTOMER DATA PLATFORM
ANALYTICS / SEGMENTATION /
PERSONALIZATION / AUTOMATION

3. 3
Contactlab
Attention to details
Competence
Experimentation
Experience
Pursuit of perfection
Control

4. 4
Il journey
COSA E’ UNO USER JOURNEY?

5. 5
EMAIL OPENERS
PURCHASING PATTERN
NOT EMAIL RECEIVERS
PURCHASING PATTERN

6. 6

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Journey: il disegno di un’esperienza
Siamo sempre pronti
?
Complexity = Effectiveness
?

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✓ anti-churn
✓ acquisition
✓ brand awareness
✓ loyalty adoption
✓ drive to store
✓ engagement
✓ retention
✓ purchase frequency
✓ reputation
✓ avg ticket amount
…
Increase business value

9. © Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
9
Which is the impact?

10. © Copyright 2017-2020 Contactlab
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surf but not buy
surf & buy
surf intensely

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many communication
few reactions
no communication
spontaneous purchases
good reactivity
..till a purchase

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Many other events:
• Cart actions
• Compare actions
• Transazioni
• etc…
search key
ADV referral
wishlist

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

15. © Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

16. © Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
engagement
churnprediction

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1°acquisto
2°acquisto

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Ratings
2 3 ?
? 4 2
4 ? 1
Purchases
1 1 0
0 1 1
1 0 1
Low
relevancy
High
relevancy
Association Rules
Product association rules
Content-based Algorithm
Product features similarity check
Collaborative Filtering
Users preferences similarity check

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

20. © Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

21. © Copyright 2017-2020 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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Controllare

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This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
It’s all about helping you
do your job even better.
GRAZIE – THANK YOU!
Andrea Longo
andrea.longo@contactlab.com