Marketing Automation Summit 2015
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The Marketing Automation Summit 2015 covered various strategies to enhance customer service and sales through data-driven approaches and innovative marketing tools. Key speakers discussed the importance of handling customer complaints effectively, utilizing big data for customer journey management, and employing predictive analytics for improved marketing automation. The summit emphasized a shift towards customer-centricity and continuous learning to adapt to market changes and improve overall customer experience.
Marketing Automation Summit 2015
- 1. Marketing Automation Summit SUMMARY ROOM 3 // #masummit September 18th, 2015 nick.vinckier@duvalunion.com
- 2. Nick Vinckier Executive Consultant nick.vinckier@duvalunion.com +32 474 39 12 82 @nickvinckier duvalunionconsulting.com
- 3. We wrote a book on Digital Transformation www.digitaltransformationbook.com
- 4. Program Marketing Automation Summit 2015 PART 2PART 1 PART 3
- 5. Jonathan Tilquin Boost your sales & customer satisfaction through services & product inefficiencies We like to complain! It’s normal: It regulates stress and provides us with recognition as a person. But companies don’t like complaints: - Who’s responsible for them? - Where is the feedback loop? Wrong perception: Complaining customer is leaving customer Why do customers leave? - Natural causes: death, … - Induced causes: bas service, …
- 6. Jonathan Tilquin Boost your sales & customer satisfaction through services & product inefficiencies A complaining customer is not a leaving customer! Good service provides customers with solutions and has a big chance to generate cross sales. But customer service is hard! 50% of the complaints come from misunderstandings. You need analytics: historical data to develop potential future complaints => raise efficiency (revenu goes up, churn drops and coaching goes up)
- 7. Jonathan Tilquin Boost your sales & customer satisfaction through services & product inefficiencies 1. Don’t be scared of complaints: It’s normal 2. Motivate clients to express their concerns 3. Commit them with your customer services and quality of support Customer support in 2015 = support & sales J
- 8. Lisa Diamant How to 10X your sales (Delhaize client case) Marketing Delhaize Wine World (online wine shop) is not easy. The traditional marketing tools aren’t ideal for (or don’t allow) ads about alcoholic beverages! The solution: Addexing - Automated ads based on product feeds - Automated updates (ad groups, products, prices, …) - Merges with Google Shopping Better Quality Score of ads, better CTR and more share ofImpressions with Addexing.
- 9. Franz von Lindern Electrabel’s Journey Moving from an contribution model to an attribution model. From a last click model to a first click model! From Fragmentation è Integration Hard to determine: KPIs, ownership, objectives, … Hard to measure results Data Safe House Flexibility & efficiency Overall CPA
- 10. Franz von Lindern Electrabel’s Journey How did we go from fragmentation to integration? Integrating one central digital marketing platfrom No KPI per silo Setting an overal KPA target Recognize responsibilities Identification of the leads Ignition One
- 11. Johan Verhaegen Great customer experience is what your customer wants Clearly communicate your value proposition Design the product & design the experience, show your customers the experience of your product! AirBnB: # professional pictures ^ = # bookings ^
- 12. Johan Verhaegen Great customer experience is what your customer wants Know how to use usability principles A usabilitiy principle is based on how people see, use, react, do, are,… Ex. People are lazy Your website needs to be simple! Ex. People like to be in control Don’t take the control away online!
- 13. Johan Verhaegen Great customer experience is what your customer wants Tackle design challenges with design principles People are lazy è The simpler, the better TRANSLATE THIS TO YOUR PRODUCT PAGE People want to be in control è Power to the people Ex. Carousels (don’t auto forward, give people option to navigate, etc.
- 14. Yann Balbaert 5 tips to boost your customer journey management 1 From big data to smart data Big data: capturing everyting Smart data: capturing records with a strategy, sources (internet, open data, buy data,…), selection (less is more; start small with customer journey management), signification (context for data) & symbolization (draw things around the data; make it easy to understand) How? Tools like Datagraph, Swan Insights
- 15. Yann Balbaert How to boost your customer journey management 2 Know your customer better Set up database, link extra info to each profile, ... : beginning of your job! You need to step it up! 1. Determine your personas based on collected data, focus group and experience of sales people 2. Continuous Customer Journey mapping and perfectioning (makes you consistent) 3. Innovate your customer segmentation (besides classic segments)
- 16. Yann Balbaert How to boost your customer journey management 3 Become customer centric It is not a trend or buzz word, it’s a question of respect and a real expectation! Stop push communication and engage with your customers! And communication is not only about marketing our communication departments! Everyboday has to think about the customer first and make decisions with the customer in mind!
- 17. Yann Balbaert How to boost your customer journey management 4 Grow towards a continuous learning process Customer journey management can not be done once a year! Test – Track – Analyze – Adapt : allows you to shorten your decision making process Easier with visualized data! 5 Don’t be obsessed by real-time reactions Move from real-time marketing to the right-time marketing.
- 18. Julien Weber Improving marketing automation with predictive analytics The movie “Tomorrowland” flopped, even when Disney produced it & George Clooney starred in it! Intuition and gut feeling are bad decision makers ;-) ó Success of Netflix is based on data! How? 1. Gathering Data (>15 hours to watch per month = 75% less likely to cancel) => get people to watch more than 15 hours 2. Testing the solution Enable post play 3. Analysis of the results Look at the results (more users who watch 15 hours? Less churn?)
- 19. Julien Weber Improving marketing automation with predictive analytics Recommendations based on data by Netflix? Gathering data: Reviews & played content Predictive model: Use of past data for predictions Evolving algorithm: Smart algorithms that evolves; gets smarter by itself Content creation? House of Cards Gathering data: People love Kevin Spacey; watch drama and the first season in UK was good Predictive model: Use of past data for predictions: This will be good, let’s buy House of Cards
- 20. Julien Weber Improving marketing automation with predictive analytics 1990-2000: CRM è 2000-2010 : Marketing Automation è 2010 – 2020: Analytics & Prediction How can we translate this in to our day to day business? 1- Lead scoring 2- Lead nurturing 3- Profiling 4- Finding look a like customers 5- Data gathering The modern marketer is part artist, part scientist ;-)
- 21. Marketing Automation Summit SUMMARY ROOM 3 // #masummit September 18th, 2015 nick.vinckier@duvalunion.com