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ADMA Digital Certificate: The Perfect Customer Journey

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[  The  perfect  journey  ]   A  customer  experience  journey   across  mul3ple  channels  
[  Customer  experience  journey  ]   Reten3on   Customer  Profile   Prospect   Customer   -­‐12   -­‐11   -­‐10   -­‐9   -­‐8   -­‐7   -­‐6   -­‐5   -­‐4   -­‐3   -­‐2   -­‐1   0   1   2   3   4   5   6   7   8   9   10   11   12   Considera3on   Visitor  Behaviour   Weeks   10/22/09   ©  Datalicious  Pty  Ltd   2  
[  Customer  experience  journey  ]   1.  Awareness  and  considera3on   2.  Research  and  inten3on   3.  Purchase  and  delivery   4.  Adop3on,  usage  and  service   5.  Reten3on  or  re-­‐sell,  cross-­‐sell,  up-­‐sell   10/22/09   ©  Datalicious  Pty  Ltd   3  
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010   [  Research  and  inten;on  ]   10/22/09   ©  Datalicious  Pty  Ltd   4  
The  journey  starts  with  being  found   10/22/09   ©  Datalicious  Pty  Ltd   5  
[  New  consumer  decision  journey  ]   From  linear   Paid  and  organic   search  presence   during  the  extended   research  phase  even   more  important   To  circular   10/22/09   ©  Datalicious  Pty  Ltd   6  
Make  landing  pages  relevant  (to  search  terms)   10/22/09   ©  Datalicious  Pty  Ltd   7  
[  Addi;onal  targe;ng  parameters  ]   10/22/09   ©  Datalicious  Pty  Ltd   8  
Customize  off-­‐page  content  as  well   10/22/09   ©  Datalicious  Pty  Ltd   9  
Change  content  for  repeat  visitors   10/22/09   ©  Datalicious  Pty  Ltd   10  
[  Affinity  targe;ng  in  ac;on  ]   Different  types  of     visitors  respond  to     different  ads.  By   using  category   affinity  targe3ng,     response  rates  are     liSed  significantly     across  products.   Click-­‐Through  Rate  By  Category  Affinity   Message   Postpay   Prepay   Broadb.   Business   Blackberry  Bold   - - - + 5GB  Mobile  Broadband   - - + - Blackberry  Storm   + - + + 12  Month  Caps   - + - + 10/22/09   ©  Datalicious  Pty  Ltd   11  
The  journey  con;nues  away  from  your  site   10/22/09   ©  Datalicious  Pty  Ltd   12  
Make  these  places  part  of  the  experience   10/22/09   ©  Datalicious  Pty  Ltd   13  
Don’t  get  carried  away  by  the  noise   10/22/09   ©  Datalicious  Pty  Ltd   14  
Find  the  right  communi;es  for  your  audience   10/22/09   ©  Datalicious  Pty  Ltd   15  
Ac;vely  engage  prospects  and  draw  them  in   10/22/09   ©  Datalicious  Pty  Ltd   16  
Close  the  deal,  always  try  to  ID  them   10/22/09   ©  Datalicious  Pty  Ltd   17  
[  Mul;ply  iden;fica;on  points  ]   Probability  of  iden3fica3on  through  cookie   140%   120%   100%   80%   60%   40%   Iden3fying  people  online  once  is  not  enough,     20%   you  have  to  keep  re-­‐iden3fying  them  con3nuously  at     every  opportunity  or  even  create  addi3onal  opportuni3es   0%   0   4   8   12   16   20   24   28   32   36   40   44   48   Weeks   10/22/09   ©  Datalicious  Pty  Ltd   18  
[  Maximise  profiling  data  ]   website   data   campaign   customer   data   data   10/22/09   ©  Datalicious  Pty  Ltd   19  
Build  profiles  across  brands  in  your  company   10/22/09   ©  Datalicious  Pty  Ltd   20  
[  Extended  targe;ng  plaRorm  ]   Publishers   SMH,  NineMsn,  etc   Publishers   Partners     Pirelli,  Blaupunkt,  etc   Partners   Network     Audi,  Volkswagen   Network   Brand     Audi   Brand   10/22/09   ©  Datalicious  Pty  Ltd   21  
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010   [  Purchase  and  delivery  ]   10/22/09   ©  Datalicious  Pty  Ltd   22  
Retail  is  a  key  part  of  the  experience   10/22/09   ©  Datalicious  Pty  Ltd   23  
Connect  offline  with  online  profiles     10/22/09   ©  Datalicious  Pty  Ltd   24  
Surveys  and  emails  are  just  one  way   10/22/09   ©  Datalicious  Pty  Ltd   25  
Tracking  shipments  is  another  way   10/22/09   ©  Datalicious  Pty  Ltd   26  
Be  crea;ve,  add  value  and  connect  online  to  offline   10/22/09   ©  Datalicious  Pty  Ltd   27  
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010   [  Adop;on,  usage  and  service  ]   10/22/09   ©  Datalicious  Pty  Ltd   28  
Communi;es  are  not  just  for  acquisi;on   10/22/09   ©  Datalicious  Pty  Ltd   29  
Talk  to  your  customers  aWer  the  purchase   10/22/09   ©  Datalicious  Pty  Ltd   30  
Offer  them  services  that  s;mulate  usage   10/22/09   ©  Datalicious  Pty  Ltd   31  
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010   [  Re-­‐sell,  cross-­‐sell  or  up-­‐sell  ]   10/22/09   ©  Datalicious  Pty  Ltd   32  
Don’t  send  me  prices,  send  me  exci;ng  offers   10/22/09   ©  Datalicious  Pty  Ltd   33  
Great  experiences  leave  las;ng  impressions     10/22/09   ©  Datalicious  Pty  Ltd   34  
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010   [  Summary  ]   10/22/09   ©  Datalicious  Pty  Ltd   35  
Customer  profiling  at  all  touch  points   10/22/09   ©  Datalicious  Pty  Ltd   36  
Be  smart  about  your  targe;ng     10/22/09   ©  Datalicious  Pty  Ltd   37  
The  whole  experience  counts   hZp://www.youtube.com/watch?v=7sWPHKU1XZU     10/22/09   ©  Datalicious  Pty  Ltd   38  
[  A  few  good  examples  ]     Fiat  online  car  customiza3on  compe33on     Audi  le_ers  about  key  staff  changes     Watch  your  Bentley  being  build     Free  car  washes  from  Holden     Porsche  ad  with  young  boy   10/22/09   ©  Datalicious  Pty  Ltd   39  
Ques;ons   Chris3an  Bartens   cbartens@datalicious.com   Updates   twi_er.com/datalicious   blog.datalicious.com   10/22/09   ©  Datalicious  Pty  Ltd   40  
10/22/09   ©  Datalicious  Pty  Ltd   41  

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