Saskia Demel / Michael Munder: How to Kick-Start Your CRM With Clickstream Data in A Smart and Lean Setup

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There is no shortcut for customer happiness. But Saskia Demel and Michael Munder from Porta know how to make a real impact by tracking clickstream data in a smart and lean way.

Marketing

How to kick-start
your CRM with
clickstream data
in a smart and lean
setup

Challenges in Home & Living.
High AOV campared with long customer lifecycles.

Challenges in Home & Living.
We don‘t have strong consumer brands.

Challenges in Home & Living.
No strong consumer brands... ok ok, less.

Challenges in Home & Living.
Who stands for „furniture & interior stuff“?

State of the German Home & Living market.
Quite identical offline…

State of the German Home & Living market.
Let‘s call it similar…

State of the German Home & Living market.
… and „modern“ market places as well.

State of the German Home & Living market.
… but some are quite unique.

State of the German Home & Living market.
… and but some are quite unique as well.

STATE OF THE GERMAN HOME & LIVING MARKET

The key: experience.
Discovery/
Inspiration
Shopping
Experience
Price/
Availability/
Gamification
Marketing
Data
Technology
Retention
Content
UX
Performance
Analysis/BI
PERSONALISATION
PARTNERSHIPS POSITIONING
PURPOSE
Service
Logistic
CUSTOMER & RELATIONSHIP

Great
relationships
are not found*,
they are built.
*We want relationships start with a bang and expect those fireworks to be full-blast on an on-going basis.

Customer ➞ Happiness
Effort = Brands
That‘s the porta-way.

Customer ➞ Retention
Effort = Data & Automation
That‘s the porta-way.

Let‘s give
an example
how to get it.
Smart and lean.

Identity matters?
Let‘s talk about valuable tracking data.
?
Searched Product
?
Searched Product
?
Added Product
?
Viewed Cart
?
Viewed Product
✔
Viewed Page
?
Viewed Page
?
Viewed Page
?
Viewed Page
?
Viewed Page
✔
Viewed Page
✔
Added Product
✔
Searched Product
✔
Identified
✔
Viewed Product

Oh yeah, identity matters!
User Stitching is key (= smart thing).
xngGlobalUserId: aaa
xngGlobalUserId: bbb
xngGlobalUserId: ccc
externalId: 123
?
?

User Stitching in CrossEngage.
Merging IDs – out of the box.

Your clickstream event portfolio.
Focus on what you can instantly use (= lean thing).
Viewed Page
Added to Wishlist
Viewed Wishlist
Added Product
Removed from Wishlist
Searched Product Viewed Product
Removed Product Viewed Cart
Identified
Even a small event portfolio
enables you to create powerful
event-triggered campaigns!

The technical stuff.
Can be super easy – thanks GTM.
By using the CrossEngage
GTM tag templates your code
is automatically always up to date!

Event
Stream
Debug
Panel
The testing part.
Makes fun if data is visible ( = another smart thing)

Let‘s give an example.
porta cart engagement campaigns
cart abandonment mail
price reduced alert mail
low in stock alert mail
back in stock alert mail

Takeaways.
Start to track clickstream data smart and lean.
„Write your
home story
with us!“
„Let‘s play
ping-pong. With
more CRM
insights.“
There‘s no shortcut for customer happiness – take
action in using data and marketing automation.
User Stitching is key to valuable tracking data.
Start with standard e-commerce clickstream tracking –
the power is huge!
Check your capabilities of testing and debugging with
visible data.

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