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Combining offline and online data to drive performance - ArabNet Riyadh 2015

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Combining offline and online data to drive performance - ArabNet Riyadh 2015

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Speaker: Subra Krishnan, SVP Products and Marketing, Vizury, @subrakrishnan
Talk by Vizury; Combining offline and online data to drive performance

كلمة: تتبع المستخدمين والتحويلات في عالم غير متصل، فيزوري
المتحدث: صوبرا كريشنان، نائب رئيس المنتجات والتسويق، فيزوري @subrakrishnan

How are marketers combining their offline data with online data? How are they using it to drive performance and a stronger customer experience? What results are they seeing?

Speaker: Subra Krishnan, SVP Products and Marketing, Vizury, @subrakrishnan
Talk by Vizury; Combining offline and online data to drive performance

كلمة: تتبع المستخدمين والتحويلات في عالم غير متصل، فيزوري
المتحدث: صوبرا كريشنان، نائب رئيس المنتجات والتسويق، فيزوري @subrakrishnan

How are marketers combining their offline data with online data? How are they using it to drive performance and a stronger customer experience? What results are they seeing?

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Combining offline and online data to drive performance - ArabNet Riyadh 2015

  1. 1. When Offline meets Online
  2. 2. 1/4/2016 © 2015 2 Your customers transact over many different channels….
  3. 3. 1/4/2016 © 2015 3 Leaving behind rich data that is stored and used in compartments Offline CRM Email Mobile App Clickstream TV ads Retail store
  4. 4. Unleash power of data by combining online & offline Customer One-view TV The combination of channel, time, creative that drives people to your website Offline CRM Desktop website Mobile website App Online Data collected through Vizury tags Number of Visits, Product seen, Products carted, Products bought, Registered or not Past purchases, Total Value of Purchases, Gender, Age Shared on SFTP location as an excel file with daily updates Connected through hashed CRM ID Programmatic Google, Facebook Local DSPs Call Centre Prioritize high-value callers based on their intent scores
  5. 5. Let’s Deep Dive TV
  6. 6. Measuring the impact of TV ads on online business transactions Industry: E-commerce Offline Data: TV Campaign Data – when/where ads shown Online Data: Website Behavior
  7. 7. Infotainment channels have the best performance during 4PM slot. TV Works! 2nd spot Ad is more effective than 1st spot Ad Ad on English entertainment channel creates an immediate impact on website traffic for the next 1 minute Animal Planet, Discovery, TLC ads perform well during 4PM slot.Analyse and Optimise theTV Spend… 1/4/2016 © 2015 7
  8. 8. Latency of weekend Ads Latency of Ads on Friday evening till Saturday is very evidently visible on Sunday from 10 AM to 1PM. Latency of weekend ads also trickles down to Monday. 1/4/2016 © 2015 8
  9. 9. ImpactofTVonFacebook &Email 1/4/2016 © 2015 9
  10. 10. ROI with Second Screen Engagement… 30k Daily Visits 1000 Conversions $2500 Avg. Order Value 1/4/2016 © 2015 10
  11. 11. Let’s Deep Dive Call Centre
  12. 12. Using online behavior data to improve offline customer transactions Industry: Insurance Offline Channel: Call center Online Data: Website Behavior
  13. 13. Policies seen? Browser Last activity? City? Repeat visits? Time spent? Over 30 online behavioral attributes drive call center transactions offline Number of sessions? Category of the plan? Number of plans seen? 1/4/2016 © 2015 13
  14. 14.  Visited site 5 times in last one week  Made 3 visits to a specific insurance plan  Filled up the enquiry form  Was researching multiple insurance policies  No clear interest shown in sessions  Filled up the enquiry form Score Score “HOT” Lead “COLD” Lead
  15. 15. User BPriority Call Back  Visited once 3 days back  Dropped off from the home page  Was researching multiple insurance policies  No clear interest shown in sessions  Filled up the enquiry formimprovement in their sales funnel efficiency, call center can efficiently prioritize "Hot” leads Results “HOT” Lead “COLD” Lead 4X 1/4/2016 © 2015 15
  16. 16. User scoring mapped with call center disposition data Lead Score Lead Score 4X improvement in call center efficiency 48% 73%Contacted 19% 22% Not Interested 16% 13% Interested 5% 18%Sales “COLD” “HOT”
  17. 17. Let’s Deep Dive Programmatic
  18. 18. Programmatic ads help a leading bank meet offline customers across online channels Industry: Banking Offline Data: Customer Account Data & Scorecards Online Channel: Programmatic Display
  19. 19. India’s leading Bank exploring Engage to boost Personal Loan and Credit Card sales Personalized Banners 20% Reduced CPA for Credit Cards Reduced CPA for Personal Loans 15% Results
  20. 20. When Offline meets Online1/4/2016 © 2015 20
  21. 21. Thank you

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