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Ecommerce and Digital Marketing Personalization

- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment

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Ecommerce and Digital Marketing Personalization

  1. 1. Ecom & Digital Mktg Setup Plus Personalization Strategy and Environment Fabiana Pereira EVP, Brainpulse Consulting Brainpulse © 2016-2017, All Rights Reserved
  2. 2. Strategy Considerations
  3. 3. Together with brand and merchandising due diligence… 1 - Personalized communication based on an 2 - Agile strategy fed by 3 - Customer-centric insights ...will increasingly more define ecommerce leadership. In 2017...
  4. 4. Capacitation Sprints Corporate Roadmap Strategic Execution Technology & Skills Enablement Agile Strategy
  5. 5. Awareness Advocacy Evaluation Purchase Use / Support Loyalty Loop Base Customer Journey (Note how it’s inbuilt into governance)
  6. 6. Core Ecom Governance (Thank Chantal Laflamme for this great graph!) Goals and go-to-market strategy Inspiration Research Identification Attract Sensibilize Engage Evaluate Select Present value, products, offers Purchase Process transaction Receive Process order Post-purchase Retention -Ecom strategy -Brand strategy -Content strategy -Acquisition strategy -Marketing calendar -Merchandising -UX -Pricing -Promo strategy -Conv. Optimization -Warranty/Policies -Payment methods -Fraud prevention -Order management -Inventory manag. -Packaging -Delivery logistics -Tracking/Timing -CRM strategy -Client feedback -Product reviews -Customer service -Returns/Exchanges Data management, channel optimization, cross-channel campaigns, customer-centric analytics...
  7. 7. Strategy, Campaign Planning & Execution Management Technical PM Web Development Online Purchasing Online Merchandising CRM Campaign & Analytics Web Analytics Social Media Coordination Paid Campaigns (SEM) Earned Media/PR Promotion SEO Fulfillment & Service Copywriting Design Campaign Coordination Core Ecom Functions CONVERSION OPTIM.MERCHANDISING ACQUISITIONCREATIVE DEVELOPMENT
  8. 8. IMPROVED: ACQUISITION & TRAFFIC CONVERSION RATE AVERAGE ORDER VALUE PURCHASE FREQUENCY RETENTION RATE BRANDING INTEGRATED DIGITAL CAMPAIGNS PERSONALIZED PRODUCT RECOS LIFECYCLE-PERTINENT TOUCH BASES UP- & CROSS-SELL PERSONALIZED CONTENT & OFFERS Initiatives & KPIs
  9. 9. Goals, Initiatives, Tech WHAT HOW CORE TECH Deliver Dramatic Sales Growth - Increase Conversion Rates - Grow active contactable database - Increase Conversion Rates - Collect & analyze channel, campaign, customer data - Ongoingly optimize strategy & tactics following insights Web Analytics BI / CRM Communicate with Pertinence Automate personalized communication based on profiles (personas, product preference, purchase funnel) Mktg Cloud Enable Consistent Experiences Leverage behavior-driven cross-channel campaigns based on strategic customer profiles and purchase funnel Mktg Cloud Grow active contactable DB Develop and execute on an acquisition strategy that includes optimizing email capturing on site -
  10. 10. Connected Environment Enabling Optimal Operations Integrated Digital Tools & Customer DataSocial Media / Advertising Insights-powered retargeting Behavior-triggered content Optimized lookalike acquisition Email Campaigns Preference-based content Behavior-triggered messages Optimized frequency Merchandising Optimized product mix Strategic category development Stores Service personalization Product recommendations Best-offer / retention incentives Ecommerce Site Product recommendations Best-offer incentives Content personalization Customer Service Service personalization Product recommendations Best-offer / retention incentives Marketing Calendar Optimized promotions Strategic branding messages Well-timed acquisition / monetization
  11. 11. Automated Personalization (example) Purchases or searches for “Item X” Real-time info/offer by email, SMS, or mobile push for “Item X/Z” Social media and display ads feature custom promo for Item X/Z” Web content & promos now focused on “Item X/Z” Customer Service Reps aware of client’s interest & behavior Email subscriber Not subscriber Sales Reps are aware of client’s interest & behavior
  12. 12. Top Automation Paths AT SIGNUP 1 - WELCOME SERIES AFTER 1) HEAVY BROWSING OR 2) CART - CHECKOUT 3 - ABANDONMENT SERIES AFTER PURCHASE 5 - MILESTONES SERIES ON BIRTHDAY ON ANNIVERSARY 4 - POST-PURCHASE SERIES 6 - REACTIVATION SERIES 3 MONTHS WITH NO ACTIVITY 2 - DISCOVERY SERIES AFTER WELCOME 7 - LOYALTY SERIES AT LOYALTY MILESTONES 8 - TRANSACTIONAL SERIES AFTER PURCHASE AFTER CANCELLATION AFTER CUSTOMER SERVICE CALL
  13. 13. Customer Segmentation 360 Profile PURCHASE HISTORY CUSTOMER JOURNEY SATISFACTION & NPS PROMO RECEPTIVENESS RFM & CLTV RETENTION PRICE SENSITIVITY STRATEGIC SEGMENTS ONLINE BEHAVIOR PRODUCT PREFERENCES
  14. 14. DIRECT MKT EMAIL & WEBSITE SOCIAL MEDIA SEM MASS/SEO STRATEGIC SEGMENTS RFM / CLTV PROMO RECEPTIVENESS CUSTOMER JOURNEY ONLINE BEHAVIOR PRODUCT PREFERENCES PRICE SENSITIVITY SATISFACTION / NPS RETENTION Segmentation by Channel
  15. 15. Data & Tech Considerations
  16. 16. TRANSACTIONS SOCIAL MEDIA SURVEYS PROMO CAMPAIGNS VoC / NPS GEO-DEMO (Stats Can, Canada Post) CUSTOMER SERVICE PERSONAL PROFILE CRM / LOYALTY DIGITAL ANALYTICS Personalization Data 360 Profile
  17. 17. Customer 360 DW Some Specifications Requirements for automation and marketing optimization: 1. Individual customer information 2. Master UID (across all business lines, channels, and devices) 3. Master and detail tables (transaction, product and promo) 4. Keeps attribute history (time stamped) (To calculate recency, frequency and make historical analyzes) 5. In the highest granularity (Aggregations will be defined on the analysis phase) 6. Integration of intelligence / strategic segments (So KPIs can be displayed by dynamic/historical target list) 7. Near real time (as the source permits)
  18. 18. Site WebDW Google Analytics Email Platform Start Environment Perf Marketing PPC Display Ads Social Media Ads Affiliates
  19. 19. Benchmark Environment Website Mobile App Mktg Cloud DW 360 DB/DM Digital Analytics CRM (@ ERP/POS) Customer Service Personaliz. Engine Reports & Dashboards Perf Marketing Offline 3rd party data Census Surveys VoC
  20. 20. Benchmark Tech Elements PLATFORM ELEMENTS CLCM Database Scalable enterprise data-mart optimally designed to meet automation, personalization, and segmentation goals Reports & Dashboards Complete analytics suite delivering live cross-channel, customer-centric reports and dashboards Marketing Cloud Cross-channel digital marketing solution delivering the right message at the right time to the right customer through emails, SMS, mobile push, plus social media and display advertising Digital Analytics Collects online behavior data from website and mobile applications, powering automation and insights, as well as providing 360-view on customer behavior within and throughout channels Personalization Engine Dynamic engine that powers timely, personalized product offers on websites, mobile applications, and emails - may be coupled with DMP
  21. 21. QUESTIONS? Find me at fabiana@brainpulse.ca

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