Het LEARN model: de KPI’s voor elke marketeer: Loyalty, Enrichment, Acquisition, Retention en het NOW moment
In deze sessie gaan we dieper in op de journey van acquisitie naar loyale klant. Een aantal vraagstukken hierbij:
* Wat kun je als bedrijf bieden om klanten tevreden te houden?
* Hoe kom ik van een emailadres tot een volledig profiel?
* Waarom zou een klant 1 op 1 met jouw bedrijf willen communiceren?
Industry Leading Scalability, Security, Availability & Partnership
The scale and capability to address the vast amounts of data and interactions that will be necessary without any slowdown in performance.
Certainty that the solution will be available 24*7 with no single points of failure.
The highest levels of security for the organisation and its customers. The security of customer data has never been more important and it is absolutely critical that a solution can protect the privacy of your customer’s personal information.
Strong client service and support presence in each market to provide best practice insight and advice relevant to that geographical market and vertical industry.
In the demo you’ll see some of the platform’s unique data capabilities.
It all begins with data. We offer marketers the ability to interpret their data, gain a true 360-degree view of their customers and immediately respond to any customer action. Our cross-channel campaign management platform provides an intuitive interface and backend capabilities for easy integration with any data source such as CRM systems, customer databases, point of sale, call center, customer response, 3rd party and social media networks. The relational database can be updated in real time, consolidating all information feeds into an always-fresh central repository. Marketers then can gain an unparalleled view of their customers by layering customer profiles with Experian Marketing Services’ deep consumer insights to support real-time, automated decisioning and messages that intuitively speak to their customers’ immediate needs.
Key features
Fresh, flexible customer data: Data flows in and out of the platform with the click of a mouse via automated bulk options and API integration that update the database with information from any source in real time
Cross-channel relational data: With access to relational data, including activity and response data captured across channels, marketers can create simple to highly sophisticated business rules that drive segmentation, targeting, triggering and dynamic content decisions in real time
Intuitive graphical interface: Data integration and management is made simple enough for a marketer with emerging skills, but it’s also robust enough to support complex data structures and table relationships
We have studied the brands that we work with and have categorized them in 4 keys areas of sophistication.
Channel Execution –
Companies at this level are working to get the mail delivered. Campaigns are effective by channel, and rarely do you see any coordination across channels. Often, companies in this stage have multiple databases depending on the channel that they are working with.
Channel Optimization –
Companies in this stage of maturity are starting to employ more advanced techniques by channel such as triggers or statistical models, to increase response and ensure that each channel is optimized. In this stage, we often see a lot of automation of programs and companies typically have a solid process for list selection and offer management.
Multi-Channel Marketing –
In this stage, companies are starting to move to a single database for all customer contacts. Typically, clients are working to coordinate offers and beginning to define business rules for cross channel response attribution. The database is typically integrated to multiple customer engagement platforms and each channel has a clear voice for the customer. Finally, consumer channel preferences are generally supported and contact strategies and cadences are supportive of the client desire.
Cross Channel Optimization –
In this stage, there is a fine balance between ‘demand generation’ campaigns, typically outbound campaigns that generate awareness and interest, and ‘demand capture’ campaign, those that react to customers at the moments of truth. Offers and often highly correlated across channels and are personalized based on the consumer profile and well as the context of the interaction.
By default, BMW page visitors landed on a generic version of the page with a Facebook login option. The Facebook login form requested permission for the brand to access the visitors’ Facebook profiles in order to customize their experience.
Once the visitors opted to log in to Facebook, the page images and content automatically changed to reflect their specific profile information, likes and interests. This allowed for the brand to deliver more relevant information and personalized offers to the visitors, while also automatically gaining access to rich social data on their customers and prospects.