June 23th, 2011

Progressive profiling across online channelsGruadually build relationships with your visitors

Jeroen Bouwmeester

Business Consultant

Progressive profiling across online channels

Introducing GX Software

Internet marketing software vendor

15 years in business, privately owned

Offices in Nijmegen (NL), Redwood City (USA) and New York

(USA), Brussels (BLG)

150+ enterprise clients in Europe and USA

Progressive profiling across online channels

Agenda

Challenges getting to know your customerProgressive Profiling Capabilities• How it works• Insight in profiles• What your visitor seesBusiness benefitsQ&A

Progressive profiling across online channels

First meeting….

Hi, what is your name, age, email address,

profession and telephone number?

…..Shall we marry?

Progressive profiling across online channels

Second meeting…. Hi, what is your name, age, email address,

profession and telephone number?

…..Shall we marry?

Progressive Profiling across channels

“…as long as you both shall live”

Conversation cycle

Progressive profiling across online channels

“in your face profiling”

Customers get frustrated

Voorbeeld presentatie

Best practice show:

Ask only 2 questions at a time

Progressive profiling across online channels

Listen to your customer

Progressive Profiling

Process of collecting customer intelligence over time, gradually

Continously listening to behavior, intensions and

needs Profile gets enriched with

every touchpoint

Ask less, gain more!

Listen with Progressive Profiling

Meet Susan Whistlersusan@me.com

Listen with Progressive Profiling

Susan visits one of your websites for the first time.

BlueConic creates an anonymous profile

Listen with Progressive Profiling

At each next touch point Susan’s profile is progressively filled with all kinds of behavioural data

Susan visits one of your websites for the first time.

BlueConic creates an anonymous profile

Listen with Progressive Profiling

Susan responds to a poll on the website.

The submitted data are stored in her anonymous profile.

Listen with Progressive Profiling

Susan decides to subscribe to an e-mail newsletter

Listen with Progressive Profiling

Susan decides to subscribe to an e-mail newsletter

Gradually she reveils more and more of her identity

Listen with Progressive Profiling

On her iPhone Susan is a regular user of an App published by one of your Brands.

Listen with Progressive Profiling

On her iPhone Susan is a regular user of an App published by one of your Brands.

The use of the App triggers the creation and nurture of a new BlueConic profile for Susan

Listen with Progressive Profiling

Susan receives her first issue of the newsletter on her iPhone app.

She clicks on a link in the e-mail.

Listen with Progressive Profiling

Her e-mail adress was encoded in the link.

The e-mail adress matches the stored e-mail adress on the other

channel.

Listen with Progressive Profiling

Her e-mail adress was encoded in the link.

The e-mail adress matches the stored e-mail adress on the other

channel.

Listen with Progressive Profiling

Her e-mail adress was encoded in the link.

The e-mail adress matches the stored e-mail adress on the other

channel.

The two profilesmerge in Real Time…

Listen with Progressive Profiling

The next week Susan returns to the first website.

Listen with Progressive Profiling

In the next weeks Susan returns to the first website.

Reveiling pieces of her identity with every click

Listen with Progressive Profiling

At home Susan uses a different PC and browser.

Listen with Progressive Profiling

At home Susan uses a different PC and browser.

Your marketing team set up a facebook campaign on one of your accounts announcing a promotion in your online shop.

Listen with Progressive Profiling

Susan is triggered by the promotional message published on your Wall and she clicks the corresponding short URL

Listen with Progressive Profiling

Susan is triggered by the promotional message published on your Wall and she clicks the corresponding short URL

A new Profile is created on the fly.

Listen with Progressive Profiling

In the shop Susan, browes and searches for related products.

Listen with Progressive Profiling

In the shop Susan, browes and searches for related products.

The preferences she reveals are stored in her profile immediately.

Listen with Progressive Profiling

Finally Susan decides to buy one of the promoted products.

Susans conversion is attributed

directly to the Facebook campaign

Susan has submitted her e-mailadress

on checkout.

Listen with Progressive Profiling

Susans profile is updated in real time with all relevant checkout data.

Listen with Progressive Profiling

Susans profile is updated in real time with all relevant checkout data.

The submitted e-mail adress matches the one stored in the unified profile.

Listen with Progressive Profiling

Susans profile is updated in real time with all relevant checkout data.

The submitted e-mail adress matches the one stored in the unified profile.

The two profiles merge in Real Time.

Listen with Progressive Profiling

Susan keeps growing engagement as she reconnects on a regular basis

to your different channels …

Listen with Progressive Profiling

… Sharing Motivations, Perceptions, Needs and Behavior…

Susan keeps growing engagement as she reconnects on a regular basis

to your different channels …

Listen with Progressive Profiling

…with each and every click, submit or view...

… Sharing Motivations, Perceptions, Needs and Behavior…

Susan keeps growing engagement as she reconnects on a regular basis

to your different channels …

Listen with Progressive Profiling

… on any of your channels or brands.

…with each and every click, submit or view...

… Sharing Motivations, Perceptions, Needs and Behavior…

Susan keeps growing engagement as she reconnects on a regular basis

to your different channels …

Listen with Progressive Profiling

… on any of your channels or brands.

…with each and every click, submit or view...

… Sharing Motivations, Perceptions, Needs and Behavior…

Susan keeps growing engagement as she reconnects on a regular basis

to your different channels …

Progressive profiling across online channels

Jeep – They’ll know who you are!

Loyal customers increase revenue

} 23% premium

Customer Profiles strengthen the core functions

Sales

+ Qualification of prospects + Connecting to the customers conversation

Marketing

+ Improved targeting and higher ROI + Customer retention

Product development

+ Identifying innovative trends + Translate customer requirements into product requirements

Management

+ Higher efficiency + Better informed decisions

Customer profiles help the customer

R.E.S.P.E.C.T!

BlueConic: customer-driven online engagement

Thank you!

Jeroen Bouwmeesterjeroen.bouwmeester@gxsoftware.com+31- 24 3888 261

www.gxsoftware.com