2012.05.22 數位行銷學院 360度精準式行銷實務班 挖掘顧客價值、制定精準式行銷KPI 講師： 功典資訊執行長 陳傑豪

1. How to measure Customer Value

3. if a company is focused on operational efficiency, as amazon
does, it indeed works to lower prices -- but if a company is
focused on product leadership or customer intimacy, raising
prices seems a worthy goal

5. How to Monetize, Validate, Management

6. Connecting the Dots
BE STRATEGIC

7. 1. Customer Lifetime Value (higher LTV is better)
顧客終身價值 (LTV愈高愈好)
2. Cost of Customer Acquisition (lower CCA is better)
取得顧客成本 (CCA愈低愈好)
3. Rate of Growth (higher is better)
成長率 (愈高愈好)
蒐集市場資訊
融入市場情報
修正計畫
檢視成效並
分析差異
確認 SCA
設定目標和策略
追蹤結果
發展與執行計畫

8. CRM + CEM
CRM = Customer Relationship Management CEM = Customer Experience Marketing
= Managing relationships = Planting value into relationships
= Sales and after-sales = Pre-sales, sales and after-sales
CRM
Branding
CEM
and
Extend customer lifecycle
Marketing
Pre-Sales Sales After-Sales
Need Awareness Interest Search Purchase Usage Satisfaction
需求產生 知名 興趣 搜尋 購買 使用 滿意
Dissatisfaction
不滿意

9. CASE STUDY
WeiChuan
From Single Brand To Corporate!

10. # of Membership: 491,827
Membership Increase: 1,132,289
i-Yogurt網站相較TVC投放,更具成本優勢！
947,371人次,每次停留4分12秒 vs. TVC 30秒
數據為2010年全年

11. Performance Scorecard (9 weeks Campaign)
Members: 491,827 1,132,289 (+56.6%)
Direct Revenue: CNY 12,733,527
Future Revenue: CNY 122,956,750 (over 5 years)
Pre-Sales Sales After-Sales
Ұ RMB Ұ RMB Ұ RMB Ұ RMB Ұ RMB Ұ RMB Ұ RMB
Need Awareness Interest Search Purchase Usage Satisfaction
產生需求 知名度 產生興趣 搜尋 購買 使用 滿意 Promote
Increase Official Sharing and Referral
Website Traffic 分享與推薦
Market Assessment 增加官方網站流量 Increase Website Increase Banner Increase New
市場評估 Click-through and Referrals Member
Increase Social Stickiness 提升廣告訪問效益 Acquisition Dissatisfaction
Target Audience
Network exposure 增加網站點閱率與 增加新會員 Increase Repeat 不滿意
and Activity 黏度 Increase Search
目標群 Increase Sales Purchase Rate
增加社交網絡曝光 Engine Referral
Increase Quality Volume 增加重覆購買率
與活動 Through SEO/SEM
Leads 透過關鍵字優化 增加業績 Decrease Time-to-Purchase
Competitor Analysis
競爭者分析 Effective SEO/SEM 增加優質潛客 提升關鍵字搜尋效益 降低再購區間
關鍵字搜尋優化策略 Increase Average
Ticket Price
Accurate Banner/Ad 增加平均客單價
Placement
廣告精準化
Customer (member) Acquisition Cost: Ұ2.03 Ұ1.56

12. Cross-
Cross-Sell
CNY 122,956,750 (over 5 years)

13. How to Increase Leads?

15. Exponential Data Growth
What is
happening
out there?

16. Big Data there is so much more data outside the enterprise than within it…
Corporation
Big
Historical Data
(ERP, CRM, and etc) Data
Issues
 Large Enterprises
 Mid-Size Companies
 Small Companies
Current Future

18. The Rise of Big Data Apps And The Fall of SaaS
Not just track sales force
productivity; we’d recommend
how you’re doing versus your
competitors based on data
across the industry.
Not just capture and nurture
leads generated by our clients,
we’d find and attract more
leads for them from across the
web.
Not just track the financials of your company, it would compare them to
public filings in your category so you could benchmark yourself

19. Lifestyle Segmentation - Understand more about my customer ?
Customer ID Customer Address Customer Name Customer Address Mosaic Type
10023232 5A, Block D, Tai Ko … 10023232 5A, Block D, Tai Ko … A02
10023233 7D, Green Park Tower … 10023233 7D, Green Park Tower … D12
…. …. …. ….
Experian
Mosaic
Coder
100,000 “individuals” 100,000 “persons”

20. Help companies understand online consumer behavior and
competitive dynamics.
Who are your competitors? How to position your Company
25
million internet users
CUSTOMER
MIGO
ACCOUNT
MANAGER
1+
million online businesses

21. Competitor Analysis via Hitwise

22. CASE STUDY

23. Lifestyle Segmentation Analysis
Eagle Dolphin Bee
(Cover Story) (Life) (Reads All)
Country Side
Reader
Loyal Customer
(Very High Retention)

24. Re-Marketing
Taiwan 450+ affiliate websites
China: 450+ affiliate websites

25. 1 1 ALL
to to
1to1: 1-to-1 / targeted conversation 鎖定式對話
1toALL: 1-to-all / social marketing 社群行銷
ALLto1: all-to-1 / influence 影響

26. Social Influence - Identify Centrality & Betweenness of Your Fans

27. Video CRM - Analyze viewership & behavior
domain social sharing geography
unique visitors external publishing devices

28. Utilizing Mobile
Informative Service GPS Entertainment Social
Product news eStore Location (@Vibe) Check in
Product info Web storage tracking Game
Video CSC Music
RSS Account App
management
RFM analysis Informative Mobile Behavior
Survey
Campaign
Service Social Offers
RIGHT
-time
-location
GPS -channel
Video
-content
Entertainment

29. Virtual Event - where is all happens

30. Virtual Event – Increase Customer Experience

31. Statics and Prediction Modeling
 Clustering
 Associations
 Sequential Patterns
 Similar Time Series
 Classification
 Value Prediction
 Conjoint Analysis
 Hierarchical Bayesian
Analysis
and more .……….

33. THANK YOU
&
Pleasure to be here!