Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

OnlineTrackingIntro_110324

76 views

Published on

  • Check the source ⇒ www.HelpWriting.net ⇐ This site is really helped me out gave me relief from headaches. Good luck!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

OnlineTrackingIntro_110324

  1. 1. …real time CRM Online tracking tool – short introduction Segment profiling Predictive Behavioural Targeting
  2. 2. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 2 Limits of current research and profiling tools • Vast majority of customers (B2B) and consumers (B2C) use internet • Internet is the primarily information source reflecting to high extend socio-demographic and interest profile of the user – most topics are represented on internet • Social networks, collaborative filters and other new internet options further extend the internet usage and richness of behavioural profiles • Customer decision process and preferences are dynamic and it is extremely difficult to capture and track them with conventional tools • Internet behavioural track provide instant, real time feedback on customer and consumer demands • Most internal databases used for profiling and segmentation are limited in scale of behavioural data missing the necessary depth of information and timely content • Most traditional research techniques beside its costs are static not providing time perspective and difficult to match to internal data models
  3. 3. Online tracking solution, © Invite CRM, sro, 04/2011 How it works • Individual internet users are tracked on servers which carry nugg.add monitoring script • Servers are sorted into social- demographic and interest groups creating together with additional online questionnaires rich internet user profile • Any web site visitors (based on their individual ID) therefore can be described with behavioural profile • The profile can be used backwards for predictive targeting – when visiting a site displaying personalised content or offer Psychografický profil (průzkum) Péče o tělo Zájmy (průzkum) Péče o tělo Jídlo Demografický profil (průzkum) Pohlaví Věk Obsahové kanály (změřené Cookie) Bydleni.cz/reality Kultura.idnes.cz/hudba Finance.cz/kapitalovy- trh ecinema.cz/kina Brand Affinities (změřeno) Ufon.cz Nespresso.cz nugg.adPredictionEngine RadekPetr | Jitka|Honza Psychografický profil (průzkum) Péče o tělo Zájmy (průzkum) Péče o tělo Jídlo Demografický profil (průzkum) Pohlaví Věk Obsahové kanály (změřené Cookie) Bydleni.cz/reality Kultura.idnes.cz/hudba Finance.cz/kapitalovy- trh ecinema.cz/kina Brand Affinities (změřeno) Ufon.cz Nespresso.cz nugg.adPredictionEnginenugg.adPredictionEnginenugg.adPredictionEngine RadekPetr | Jitka|Honza
  4. 4. Online tracking solution, © Invite CRM, sro, 04/2011 The most important 2010 marketing strategies 27.11.2016 4 Source: Marketing & Media Ecosystem 2010 survey and Booz Allen Hamilton analysis
  5. 5. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 5 Data sources online behavioural DB Online research tool B2C studies B2B studies Internal studies other proprietary internet pages corporate internet pages Corporate pages Main pages E-shop Other own pages Customer portals Microsites Public web pages Public pages Industry pages
  6. 6. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 Online tracking solution, © Invite CRM, sro, 04/2011 6 Standard socio-demographic and interest profile • Socio-demographic profile – Gender – Age – Size of household – Infants – School children – Young adults – Main income-earner in household – Responsibility for household – Level of education – Employment status – Personal income – Household income • Interest profile – Beauty & Care – Consumer Electronics – Fashion – Finance – Food & Drink – Health – Home & Garden – Lifestyle & Leisure – Travel & Cars – Other
  7. 7. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 Online tracking solution, © Invite CRM, sro, 04/2011 7 Industry, topic extensions • Basic behavioural profile made of socio-demographic and interest data can be extended with industry or topic specific tracking and outputs • In case of financial services specific industry portals or product specific pages can be included
  8. 8. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 Online tracking solution, © Invite CRM, sro, 04/2011 8 Example of consumer profile
  9. 9. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 9 Use of online behavioural data • Segment profiling – visitors of corporate pages, customer portals and other proprietary web pages can be tracked on anonymous basis in web pages of Internet BillBoard clients, who use the PBT technology and their profile built – such data can significantly improve segmentation model and provide further insight to decision segment. • Predictive Behavioural Targeting and Selling – Based on ID captured on corporate sites and profile built with nugg.add technology reflecting specific usage and preference profile customer can be targeted with personalised offers displayed on proprietary of public pages – Only correct offers will be displayed to correct customers using timely information on customer‘s status – As an example – customer is starting to visit baby pages, moving to a different profile, hence relevant „family“ services can be offered
  10. 10. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 10 Provision of online behavioural data • Tracking system reports – Instant solution is to provide access to standardized tracking system reports to view built profiles • Consolidated reports from online CRM system – Complex consolidated online behaviour including online research tool and other market data can be provided via online CRM system with complex reporting services • Direct export into ERP – Data collected by online tracking system can be exported and used in proprietary ERP environment based on individual data interface
  11. 11. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 11 Service limitations • Servers included in panel have to accept monitoring script (servers outside current network) • https servers can not be included into tracking panel • Individual customer ID can not be disclosed for internal use due to law restrictions, but individual customers can be reached via personalised messages in internet environment (own or public pages)
  12. 12. Online tracking solution, © Invite CRM, sro, 04/201127.11.2016 12 Pricing Item Price Comments Tracking set up cca 3.000 Euro one off Monthly reporting 1.000 – 2.000 Euro standard reporting, depending on scope Online research tool 2.000 – 5.000 Euro licence, 3 free set of questionnaires Consolidated reports 2.000 – 4.000 Euro reports consolidation and personalisation Media costs display of personalised offers individual based on target group and type of service Export to ERP individual based on analyses and requirements

×