Post on 15-Aug-2020
Ontbijtsessie
Online groei dankzij
Personalisatie
netwerk APC Gastwachtwoord WelkomBijAPC!
Programma
9:00 Evolutie van E-Commerce(Bas)
9:20 Personalisatie met Datatrics (Jelmer)
9:45 Mini-workshop personaliseren voor jouw shop of site
10:30 Einde en mogelijkheid tot napraten
Even voorstellen
Team APC
René du Plessis Malou Hummelink Sven Holtman Edwin Rouwhorst
Jeroen de Jong Frans Huetink Denver Sessink Wouter Floors Isa Nummerdor
Bas Hulst
Google Ads Conversie Optimalisatie SEO
Social Ads E-mail Marketing Consultancy
Marketing Automation Data Analyses Trainingen
Full Service Performance
Marketing
Strategisch
Opleidend Uitvoerend
Met wie werken wij al samen?
Evolutie van e-commerce
“the numbers game
doesn’t always work”
Relevante beleving
Relevante beleving
Branding wordt ook selling
Op kanalen die van origine voor branding doeleinden gebruikt worden, kun je nu ook gewoon verkopen
Touchpoints als branding instrument
Touchpoints in je shop zijn meer en meer ook een plek om aan het merk en de merkbeleving van je shop te werken
Wat is jouw toegevoegde waarde?
Om succesvol te blijven in het groeiende e-commerce landschap:
● moet je een duidelijke behoefte invullen
● daarbinnen meerwaarde leveren
● ofwel meer doen dan alleen de scherpste prijs
● en een persoonlijke shopping beleving creëren
Onderzoek bewijst dat dit loont
76% van de consumenten verwacht dat een bedrijf zijn/haar behoeften begrijpt (bron: Salesforce)
43% van de consumenten is bereid te betalen voor meer gemak rondom het shoppen (bron: PwC)
75% van de consumenten vindt het irritant om irrelevante banners en aanbiedingen te
zien (bron: Javelin ICT)
(Digitale) customer journey
ZIEN DENKEN DOEN LOYALITEIT
VREEMDE BEZOEKER LEAD KLANT PROMOTOR
Wat betekent dit voor een webshop?
● Er is een 360 graden profiel nodig van je klant
● Je hebt de ideale klantreis in beeld
● Je richt je e-commerce daarop in en biedt elke bezoeker een (net) iets andere
shopbeleving
De sleutel
Customer Data Platform
• Verzamelt data uit je touchpoints
• Op individueel niveau (per user)
• Verrijkt die data met andere data (weer, inkomen, etc.)
• En verrijkt die data met een zelflerend algoritme
Customer Data Platform
Customer Data Platform
Customer Data Platform
Jouw (klant-)data
1. klant data2. order data 3. product data
Customer Data Platform
- brengt de data samen- verrijkt die data- voorspelt gedrag- stuurt personalisatie aan
Output kanalen en data
- Je gepersonaliseerde webshop
- Advertentiekanalen- Email marketing
Customer Data Platform
Jouw (klant-)data
1. klant data2. order data 3. product data
Customer Data Platform
- brengt de data samen- verrijkt die data- voorspelt gedrag- stuurt personalisatie aan
Output kanalen en data
- Je gepersonaliseerde webshop
- Advertentiekanalen- Email marketing
Wat kan een CDP?● Klantreis regisseren via gepersonaliseerde touchpoints in je shop
● Klantreis regisseren via emailmarketing
● Klantreis regisseren via advertising
● Voorspellen van klantwaarde (CLV), ook van prospects
● Segmenteren op bestaande en potentiële klanten
(Digitale) customer journey
ZIEN DENKEN DOEN LOYALITEIT
VREEMDE BEZOEKER LEAD KLANT PROMOTOR
Hoe ziet dat eruit?
Relevante producten (gepersonaliseerd)
statische content
dynamische content op basis van afgelegde klantreis
Verlaten winkelmand email
We predict which notebook Sarah wants to buy next week, and how to persuade her.
Our Mission
Market Needs
Datatrics’ Solution
Personalized Customer Journeys
Getting Started
Workshop: Create your own Customer Journey
1
4
5
6
3
2
PLACE IMAGE HERE
Jelmer Pepping
Sr. Account Manager
2012 2014 2016
300+
2018
2016 2018 2019
Enschede HQ Amsterdam Milano
2019
History
Dashboarding & Insights Next Best Action Marketing Personalized Customer Journeys
Clients
Acquisition by MailUp Group Launching in Italy & Nordics
2019
Launching in Germany
Many international clients already use Datatrics
Acquire New Customers
Advertising, Real-Time Bidding
Increase Conversion
Website Personalization, Recommendations
Retarget Potential Customers
Email Marketing, Retargeted Ads
Increase Loyalty & Engagement
CRM, Support, Email Marketing
TraditionalFunnel
DatatricsJourneys
Acquire New Customers
Advertising, Real-Time Bidding
Increase Conversion
Website personalization, Recommendations
Retarget Potential Customers
Email Marketing, Retargeted Ads
Increase Loyalty & Engagement
CRM, Support, Email Marketing
Measure performance andlearn what works best automatically
★★★★★Sale!
With Datatrics you can create customer journeys that are...
more relevant more personal on every touchpoint that are self-learning
CDP
Connect your internal data sources
1
Connect your external data sources
2
Advertising Datatrics API
Email Marketing
Website
Traffic Intensity
Weather Information
Social Media
E-commerce
Demographic Data
CRM & Support
DatatricsDMP
Clicks on advertisement for Best Reviewed Notebooks
Views your pages about Apple MacBook Pro
Lives in a high income area
Signs up for your monthly newsletter
Orders Apple MacBook Pro
Likes your page on Facebook
Buys when the forecast is good
Sarah Jones
sarah@gmail.com
Amsterdam, The Netherlands
Studied at Amsterdam University
360 degreeprofiles
Sarah Jones
The expected lifetime value of Sarah is € 2.382
Engagement Opportunity Potential
56% € 1.294 78%
Customer TypeSingle-minded customer
Contact TimeEmail on Monday around 7 P.M.
PersuasionSocial Proof
Buying PhaseOrientation Phase
Potential ContentApple MacBook Pro
Buying PotentialHighly likely to buy
Predictedvalues
Sarah is a loyal customer in the
orientation phase, and can be persuaded with social proof.
John is a single-minded customer in
the comparison phase, and can be persuaded with scarcity.
LookalikeTargeting
Comparison Phase
Single-minded customer
Persuade with scarcity
Comparison Phase
Single-minded customer
Persuade with scarcity
Lewis
Match: 73%
Match behavior of unknown visitors
to your existing customers
Unknown
LookalikeTargeting
Entrepreneur
Frequent Visitor
iPhone user
Entrepreneur
Frequent Visitor
iPhone user
Lewis
Match: 84%
Use lookalike analysis for more
relevant cross-sell and upsell
John
Acer Chromebook Acer Chromebook
LookalikeTargeting
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website Email
new chromebook
Buy all the latest Chromebooks, on sale untiltomorrow! - Awesome Retailer
awesomeretailer.com
Shop the largest collection of Chromebooks. Next day
delivery for orders placed before midnight! Get the best
deals now: all Chromebooks on sale until tomorrow.
9,5 score on trustpilot.com
Laptops
Desktops
Tablets & Mobile
Accessories
Service
Delivery
Awesome Retailer
Work never stops. Are you looking for the best digital companion? Take a look at our best selling notebooks of 2019!#notebooks 👌
READ MORE
Best of 2018
Notebooks
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website Email
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
This notebook was sold 5 times today
Buy Now
Awesome Retailer
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
Don’t miss this deal: Only 3 left in stock
Buy Now
Awesome Retailer
Don’t miss this deal
Only 3 left in stock!
Recommended for you
Apple MacBook Pro 15” Touch Bar
€ 3099,-
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website EmailEmbedded Content
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
Buy Now
Awesome Retailer
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website Email
new chromebook
Buy all the latest Chromebooks, on sale untiltomorrow! - Awesome Retailer
awesomeretailer.com
Shop the largest collection of Chromebooks. Next day
delivery for orders placed before midnight! Get the best
deals now: all Chromebooks on sale until tomorrow.
9,5 score on trustpilot.com
Laptops
Desktops
Tablets & Mobile
Accessories
Service
Delivery
Awesome Retailer
Work never stops. Are you looking for the best digital companion? Take a look at our best selling notebooks of 2019!#notebooks 👌
READ MORE
Best of 2018
Notebooks
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website Email
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
This notebook was sold 5 times today
Buy Now
Awesome Retailer
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
Don’t miss this deal: Only 3 left in stock
Buy Now
Awesome Retailer
Don’t miss this deal
Only 3 left in stock!
Recommended for you
Apple MacBook Pro 15” Touch Bar
€ 3099,-
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website EmailEmbedded Content
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
Buy Now
Awesome Retailer
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website Email
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
This notebook was sold 5 times today
Buy Now
Awesome Retailer
awesomeretailer.com/notebooks/chr...
Home / Notebooks / Chromebooks
Acer Chromebook 14 inch
€ 299,95
Don’t miss this deal: Only 3 left in stock
Buy Now
Awesome Retailer
Embedded Content
Highest score on tweakers.net
Beautiful Full-HD touch screen
Most compact notebook
✓
✓
✓
Apple MacBook Pro 15'' Touch Bar (2018) Space Gray
Recommended for you
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website EmailCampaign
Awesome Retailer
sarah@gmail.com
The best notebooks selected for you
Today, 10:14 AM
Apple MacBook Pro 13'' Touch Bar (2018) MR9V2N/A Silver
Order Now
€ 2249,-
Apple MacBook Air 13,3" (2018) MRE82N/A Space Gray
Order Now
€ 1349,-
Apple MacBook Pro 15'' Touch Bar (2018) Space Gray
Order Now
€ 3099,-
Awesome Retailer
john@gmail.com
The best notebooks selected for you
Today, 10:14 AM
HP Chromebook 14-ca040nd
Order Now
€ 321,-
Acer Chromebook 14 CB3-431-C7WJ
Order Now
€ 299,-
Acer Chromebook 15 CB515-1HT-P9M1
Order Now
€ 569,-
Persuade with social proof Persuade with scarcity
Loyal customer Single-minded customer
Orientation Orientation
Comparison Comparison
Decision Decision
Evaluation Evaluation
Advertising Website EmailTriggered
Awesome Retailer
sarah@gmail.com
Buy a MacBook now and get 3 years of service!
Today, 10:14 AM
Awesome Retailer
Get 3 years all-risk warranty
Buy Now
Don’t worry about losing or damaging your new
notebook. Buy now and get 3 years warranty.
Awesome Retailer
john@gmail.com
Like us on Facebook and get a 10% discount
Today, 10:14 AM
Awesome Retailer
Thank you for your purchase!
Go to Facebook
Like us on Facebook and get a 10%
discount on your next order.
Marketing Automation vs. Datatrics
Out of the Box Machine Learning
Customer Journey Framework
Actionable Tools for SMEs
GDPR Compliance
Easy to Get Started & Fast Results
Questions?
Now it’s your turn! It’s time to create your own personal customer journey
/Datatrics @Datatrics DatatricsHQ
Thanks!Find more info at datatrics.com