eDay2011 - Jeroen Bouwmeester - GX Software

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Transcript of eDay2011 - Jeroen Bouwmeester - GX Software

Voorbeeld presentatie

June 23th, 2011Progressive profiling across online channelsGruadually build relationships with your visitors Jeroen Bouwmeester Business ConsultantGoedenmiddag en welkom bij dit webinar over customer-driven online engagement. Mijn naam is Daan van der Lugt en mag vandaag u deze presentatie geven. Het doel van vandaag is u een inzicht te geven in de eerste ervaringen betreffende het online volgen en interacteren met uw klanten, met ons nieuwe product: BlueConic. Ik zal dit doen aan de hand van 2 real-life use cases en wat inzicht in de feitelijke toepassing van BlueConic zelf. Ik verwacht dat de presentatie iets minder dan een half uur in beslag zal nemen, zodat u in korte tijd de net zo enthousiast over BlueConic zal zijn als wij bij GX dat zijn.titel presentation1Introducing GX SoftwareInternet marketing software vendor15 years in business, privately ownedOffices in Nijmegen (NL), Redwood City (USA) and New York (USA), Brussels (BLG)150+ enterprise clients in Europe and USAProgressive profiling across online channels

2Since I noticed that many of the people who subscribed to this webinar are new to GX Software, I would like to take a few seconds to introduce the company. GX Software is .

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

Progressive profiling across online channelstitel presentation3First meeting.Progressive profiling across online channels

Hi, what is your name, age, email address, profession and telephone number? ..Shall we marry?Imagine this, you meet someone for the first time and immediatly start asking all sorts of detailed, inappropiate and explicit information. Your last question is to immediately enter into a long term relationship and get marriedyou think this is gonna work? Probably not.only to a few lucky ones titel presentation4Second meeting.Progressive profiling across online channels

Hi, what is your name, age, email address, profession and telephone number? ..Shall we marry?Imagine this, you meet someone for the first time and immediatly start asking all sorts of detailed, inappropiate and explicit information. Your last question is to immediately enter into a long term relationship and get marriedyou think this is gonna work? Probably not.only to a few lucky ones titel presentation5as long as you both shall live

Progressive Profiling across channelsConversation cycle

Engagement ofwel klantbetrokkenheid bestaat uit vier stappen.

Listen at real-time: keeping track of what an (anonymous or known) visitor does on all of your sites and (mobile) channels. Can also include social media.

Based on the visitors profile, you can try to understand him better. What does he look for, what is his demographics, what are his preferred channels to engage with him, what is the tone of voice to use etc.

Then the actual interaction starts. You can interact with him, knowing his whereabouts as well as understanding him (at first only a little, but along the way, more and more). You can send him an email, tweet, or you can update your site with some dynamic content as he visits it. You turn your online channels into a personal experience for your visitor. This will help in getting to know eachother even better, as the visitor will share more and more information with you.

Improve means that you can improve your interactions with your customer/visitor, which leads to even better (more targeted or dedicated) listening to him, and so on.titel presentation7in your face profilingCustomers get frustratedProgressive profiling across online channels

B2B example of downloading just a whitepaper.Adobe: a pretty big name in online marketing, making his own mistakes.titel presentation8Voorbeeld presentatie

Best practice show:

Ask only 2 questions at a timeEvery marketer wants to ask hundreds of questions to their customers and prospective customers. Yet we can not do this, because there is a risk of asking to much and unrelevant (offensive) questions at the first time or basically at any moment in time and increase the online customer abandon rate.titel presentation9Listen to your customerProgressive ProfilingProcess of collecting customerintelligence over time, gradually

Continously listening to behavior, intensions and needs Profile gets enriched with every touchpoint Ask less, gain more!

Progressive profiling across online channels

It is the practice of asking more data as you need it, as people progress through a customer lifecycle, or you need to get more to give more. And guess what? It works. Really, we know!

Over time, your prospects climb a ladder of qualification and segmentation giving both marketing and sales better information and creating a far more robust profile on your prospect than is possible with static forms. Its particularly valuable for situations where prospects engage with your website several times over weeks or months.

Most marketers understand the value of adding contacts to their database. They understand that each qualified contact they add is another opportunity to sell. But many marketers miss the amazing value of getting those prospects to gradually add to their profile over time. If your website focuses exclusively on retrieving name and email but fails to collect more information with which to personalize and qualify in follow-up interactions, you can make huge gains via Progressive Profiling.

Progressive profiling = gradual engagement.building a relationshiptitel presentation10Listen with Progressive ProfilingMeet Susan Whistlersusan@me.comtitel presentation11Listen with Progressive ProfilingSusan visits one of your websites for the first time.

BlueConic creates an anonymous profile

titel presentation12Listen with Progressive ProfilingAt each next touch point Susans profile is progressively filled with all kinds of behavioural data

Susan visits one of your websites for the first time.

BlueConic creates an anonymous profiletitel presentation13Listen with Progressive Profiling

Susan responds to a poll on the website.

The submitted data are stored in her anonymous profile.titel presentation14Listen with Progressive Profiling

Susan decides to subscribe to an e-mail newsletter

titel presentation15Listen with Progressive ProfilingSusan decides to subscribe to an e-mail newsletter

Gradually she reveils more and more of her identity

titel presentation16Listen with Progressive Profiling

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

titel presentation17Listen 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 Susantitel presentation18Listen with Progressive Profiling

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

She clicks on a link in the e-mail.

titel presentation19Listen with Progressive ProfilingHer e-mail adress was encoded in the link.

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

titel presentation20Listen with Progressive ProfilingHer e-mail adress was encoded in the link.

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

titel presentation21Listen with Progressive ProfilingHer 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

titel presentation22Listen with Progressive ProfilingThe next week Susan returns to the first website.

titel presentation23Listen with Progressive Profiling

In the next weeks Susan returns to the first website.

Reveiling pieces of her identity with every click

titel presentation24Listen with Progressive Profiling

At home Susan uses a different PC and browser.titel presentation25Listen 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.

titel presentation26Listen with Progressive Profiling

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

titel presentation27Listen 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.titel presentation28Listen with Progressive Profiling

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

titel presentation29Listen with Progressive Profiling

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

The preferences she reveals are stored in her profile immediately.titel presentation30Listen 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.

titel presentation31Listen with Progressive ProfilingSusans profile is updated in real time with all relevant checkout data.

titel presentation32Listen with Progressive ProfilingSusans profile is updated in real time with all relevant checkout data.

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

titel presentation33Listen with Progressive ProfilingSusans profile is updated in real time with all relevant checkout data.

The submitted e-mail adress matches th