eDay2011 - Jeroen Bouwmeester - GX Software
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Transcript of eDay2011 - Jeroen Bouwmeester - GX Software
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
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 [email protected]+31- 24 3888 261
www.gxsoftware.com
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