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ADMA Digital Certificate: The Perfect Customer Journey
1.
[ The perfect
journey ] A customer experience journey across mul3ple channels
2.
[ Customer experience
journey ] Reten3on Customer Profile Prospect Customer -‐12 -‐11 -‐10 -‐9 -‐8 -‐7 -‐6 -‐5 -‐4 -‐3 -‐2 -‐1 0 1 2 3 4 5 6 7 8 9 10 11 12 Considera3on Visitor Behaviour Weeks 10/22/09 © Datalicious Pty Ltd 2
3.
[ Customer experience
journey ] 1. Awareness and considera3on 2. Research and inten3on 3. Purchase and delivery 4. Adop3on, usage and service 5. Reten3on or re-‐sell, cross-‐sell, up-‐sell 10/22/09 © Datalicious Pty Ltd 3
4.
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Research
and inten;on ] 10/22/09 © Datalicious Pty Ltd 4
5.
The journey starts
with being found 10/22/09 © Datalicious Pty Ltd 5
6.
[ New consumer
decision journey ] From linear Paid and organic search presence during the extended research phase even more important To circular 10/22/09 © Datalicious Pty Ltd 6
7.
Make landing pages
relevant (to search terms) 10/22/09 © Datalicious Pty Ltd 7
8.
[ Addi;onal targe;ng
parameters ] 10/22/09 © Datalicious Pty Ltd 8
9.
Customize off-‐page content
as well 10/22/09 © Datalicious Pty Ltd 9
10.
Change content for
repeat visitors 10/22/09 © Datalicious Pty Ltd 10
11.
[ Affinity targe;ng
in ac;on ] Different types of visitors respond to different ads. By using category affinity targe3ng, response rates are liSed significantly across products. Click-‐Through Rate By Category Affinity Message Postpay Prepay Broadb. Business Blackberry Bold - - - + 5GB Mobile Broadband - - + - Blackberry Storm + - + + 12 Month Caps - + - + 10/22/09 © Datalicious Pty Ltd 11
12.
The journey con;nues
away from your site 10/22/09 © Datalicious Pty Ltd 12
13.
Make these places
part of the experience 10/22/09 © Datalicious Pty Ltd 13
14.
Don’t get carried
away by the noise 10/22/09 © Datalicious Pty Ltd 14
15.
Find the right
communi;es for your audience 10/22/09 © Datalicious Pty Ltd 15
16.
Ac;vely engage prospects
and draw them in 10/22/09 © Datalicious Pty Ltd 16
17.
Close the deal,
always try to ID them 10/22/09 © Datalicious Pty Ltd 17
18.
[ Mul;ply iden;fica;on
points ] Probability of iden3fica3on through cookie 140% 120% 100% 80% 60% 40% Iden3fying people online once is not enough, 20% you have to keep re-‐iden3fying them con3nuously at every opportunity or even create addi3onal opportuni3es 0% 0 4 8 12 16 20 24 28 32 36 40 44 48 Weeks 10/22/09 © Datalicious Pty Ltd 18
19.
[ Maximise profiling
data ] website data campaign customer data data 10/22/09 © Datalicious Pty Ltd 19
20.
Build profiles across
brands in your company 10/22/09 © Datalicious Pty Ltd 20
21.
[ Extended targe;ng
plaRorm ] Publishers SMH, NineMsn, etc Publishers Partners Pirelli, Blaupunkt, etc Partners Network Audi, Volkswagen Network Brand Audi Brand 10/22/09 © Datalicious Pty Ltd 21
22.
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Purchase
and delivery ] 10/22/09 © Datalicious Pty Ltd 22
23.
Retail is a
key part of the experience 10/22/09 © Datalicious Pty Ltd 23
24.
Connect offline with
online profiles 10/22/09 © Datalicious Pty Ltd 24
25.
Surveys and emails
are just one way 10/22/09 © Datalicious Pty Ltd 25
26.
Tracking shipments is
another way 10/22/09 © Datalicious Pty Ltd 26
27.
Be crea;ve, add
value and connect online to offline 10/22/09 © Datalicious Pty Ltd 27
28.
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Adop;on,
usage and service ] 10/22/09 © Datalicious Pty Ltd 28
29.
Communi;es are not
just for acquisi;on 10/22/09 © Datalicious Pty Ltd 29
30.
Talk to your
customers aWer the purchase 10/22/09 © Datalicious Pty Ltd 30
31.
Offer them services
that s;mulate usage 10/22/09 © Datalicious Pty Ltd 31
32.
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Re-‐sell,
cross-‐sell or up-‐sell ] 10/22/09 © Datalicious Pty Ltd 32
33.
Don’t send me
prices, send me exci;ng offers 10/22/09 © Datalicious Pty Ltd 33
34.
Great experiences leave
las;ng impressions 10/22/09 © Datalicious Pty Ltd 34
35.
101011010010010010101111010010010101010100001011111001010101 010100101011001100010100101001101101001101001010100111001010 010010101001001010010100100101001111101010100101001001001010 [ Summary
] 10/22/09 © Datalicious Pty Ltd 35
36.
Customer profiling at
all touch points 10/22/09 © Datalicious Pty Ltd 36
37.
Be smart about
your targe;ng 10/22/09 © Datalicious Pty Ltd 37
38.
The whole experience
counts hZp://www.youtube.com/watch?v=7sWPHKU1XZU 10/22/09 © Datalicious Pty Ltd 38
39.
[ A few
good examples ] Fiat online car customiza3on compe33on Audi le_ers about key staff changes Watch your Bentley being build Free car washes from Holden Porsche ad with young boy 10/22/09 © Datalicious Pty Ltd 39
40.
Ques;ons
Chris3an Bartens cbartens@datalicious.com Updates twi_er.com/datalicious blog.datalicious.com 10/22/09 © Datalicious Pty Ltd 40
41.
10/22/09
© Datalicious Pty Ltd 41