Data-Driven marketing for Omnichannel

Copyright © 2015 Accenture All rights reserved. 1
Netcomm Connect
Data-Driven Marketing
Milan, 25th June

2Copyright © 2015 Accenture All rights reserved.
The marketing activities are going to become even more
digitalized with an increasing role of spending optimization.
The results monitoring and its relation with the real
performance and the return will become the first driver of
each digital marketing strategy .
The process, the tools and the skills of the new digital
marketers (both in companies and agencies) is transforming.

Copyright © 2015 Accenture All rights reserved. 3Copyright © 2015 Accenture All rights reserved. 3
> The new marketing horizon
> A data-driven Interaction
> From data to marketing
> So what
• Agenda

The marketing new horizon (1/3): upside down mngmt
C.R.M.
- +
Effectiveness
-
Control
E.M.M.
D.M.P
C.D.B
Social
Loyalty
+
Personalization
Audience
mngmt
 Personalization is becoming one of the
new “Digital Must” but it need to be
much more integrated with the content
mngmt, the campaign mngmt, the web-
analytics, the campaign mngmt and the
CRM segment / strategies
 The DMP and the overall PB trend is
confirming the two digit growth trend
but the portmanteau with the CRM to
obtain a full Audience mngmt will
become the next frontier.
 Everything will be data-driven…
P.B.

The marketing new horizon (2/3): Programmatic & D.M.P.

The marketing new horizon (3/3): Personalization @ scale

The marketing new horizon: new phases & enablers
Visibility Personalization Conversion Optimization
Capabilities on support of the Digital
Marketing activities in order to
increase the visibility and traffic to the
website.> Support to all Digital Marketing activities at
Global or Country scale
> Internationalization of SEO
> Global URL structure
> Alphabet support
> Channels:
> DEM campaigns
> Affiliation
> SEM and Display Advertising
> Co-mkting
> Retargeting
> Product and content Feed management to
export enriched data to DM tools or affiliates
Data-driven Marketing for OmniChannel
Personalized and tailored contents,
services after a Customer engagement.
> Deep personalization of the reaction on the
website could be carried out within a strong
relationship on the information shared
between the online platform and the DM
channels
> A set of variables has to be defined and
applied, e.g.:
> Campaign Source
> Campaign Medium
> Campaign Content
> Campaign Name
> Reactions personalization
> Commercial proposition
> Services (e.g. samples)
> Story-telling / editorial
AEM Analytics Target Connector Connector Connector Connector
1 2 3 4
Definition and evaluation of the main
events in order to increase the related
«conversions».
> Evaluating the performance of different
events across the DM channels applying
specific variables to the different phases of
the customer journey
> Lead generation
> Online sales
> Evaluating the customer actions related to the
DM activities concluded offline:
> Physical Stores
> Live Chat
> Exchange campaign information between the
online platform and CRM
Different levels of Analysis and
Optimization of the website and Digital
Marketing activities providing tools,
high-level data quality and reports.
> Automatic optimization leveraging on A/B and
Multivariate Testing features
> Media campaigns
> Marketing contents (e.g. Landing pages)
> Website contents
> Funnel
> Fallout
AEM Analytics Target AEM Analytics Target AEM Analytics Target

> So what
• Agenda

The OmniChannel acquisition funnel
Customer
Lifetime Value
Relation
Reactivation
Customer
Thrust
Addressable market
Brand
awareness
Attract/
Consider
Turnover
Channelling
OfflineOnline
Profitability
Convert
Conversion
Visitors
Commercial
Levers
User
ExperienceAcquire
ATL Digital Mktg
Click
Through
Natural
& Organic
Direct
Marketing
Customer
relationExperience
Reach/
Engage
KPICustomer Journey Business lever
Addressable
market
AttractionEngagementExperienceAdvocacy
Interact
Maximize

Omni-Channel Optimization: Online Purchase
EDITORIAL CONTENT
THANK YOU PAGE
WELCOME PAGE
STORE
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
RESERVE & COLLECT
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
LIVECHAT
PROMOTION
PERSONALISATION
SOURCE CONTENT TYPE KPI CONCLUSIONINFLUENT EVENT

ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
ONLINE PURCHASE
RESERVE & COLLECT
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
LIVECHAT
PROMOTION
PERSONALISATION
THANK YOU PAGE
STORE
WELCOME PAGE
EDITORIAL CONTENT

ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
EDITORIAL CONTENT
STORE LOCATOR
MTM
ONLINE PURCHASE
RESERVE & COLLECT
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
THANK YOU PAGE
WELCOME PAGE
STORE
LIVECHAT
PROMOTION
PERSONALISATION

Omni-Channel Optimization: Reserve and Collect
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
EDITORIAL CONTENT
STORE LOCATOR
MTM
ONLINE PURCHASE
RESERVE & COLLECT
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
THANK YOU PAGE
WELCOME PAGE
STORE
LIVECHAT
PROMOTION
PERSONALISATION

Omni-Channel Optimization: Pay and Collect
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
EDITORIAL CONTENT
STORE LOCATOR
MTM
ONLINE PURCHASE
RESERVE & COLLECT
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
THANK YOU PAGE
WELCOME PAGE
STORE
LIVECHAT
PROMOTION
PERSONALISATION

Omni-Channel Optimization: Book a Visit
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
EDITORIAL CONTENT
STORE LOCATOR
MTM
ONLINE PURCHASE
RESERVE & COLLECT
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
THANK YOU PAGE
WELCOME PAGE
STORE
LIVECHAT
PROMOTION
PERSONALISATION

Omni-Channel Optimization: First Registration
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
ONLINE PURCHASE
RESERVE & COLLECT
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
THANK YOU PAGE
WELCOME PAGE
STORE
LIVECHAT
PROMOTION
PERSONALISATION
EDITORIAL CONTENT

Omni-Channel Optimization: Increm. Registration
ORGANIC
DIRECT
SEM
MAIL
DISPLAY
DEM
HP
LANDING PAGE
PRODUCT PAGE
STORE LOCATOR
MTM
ONLINE PURCHASE
PAY & COLLECT
BOOK A VISIT
1° REGISTRATION
INCREMENTAL
REGISTRATION
WELCOME PAGE
THANK YOU PAGE
STORE
LIVECHAT
PROMOTION
PERSONALISATION
EDITORIAL CONTENT
RESERVE & COLLECT

> So what
• Agenda

Marketing Plan
Web Marketing Channels
Campaigns
• Objectives
• Budget
• Mix
• Performance
Which are the sales
goals and margin for
category?
How can we
increase sales?
Through which
channels can we
reach all the clients
we need?
Am I really doing
profits thanks to
these actions?
• Objectives
• Budget
• Mix
• Performance
How many potential
customers did I reach?
How much
effective is my
commercial
strategy?
How much effective
and reliable are my
processes and
systems?
Are customers
satisfied or are
there any critical
points to take care
of?
Historical data are the
bases to the forecast…
… forecast data are the
bases to check
performances
Transactions
Order fulfillment
Post – sales interaction
Management phases and business burining questions
Commercial Plan
Pre-sales interaction

Margin goals
Sellout goals
By week
 Define the margin goal expected
per total sellout
By category
 How much is the online sellout
forecasted
 Define total revenue for the
entire assortment
 Trend is built by mapping the
sellout goals for each week
 It is necessary to have visibility
of the revenue and the sellout
trend for each category sold
Commercialplanning
Conversion rate
goals
Traffic goals
By campaign
 Define conversion rate to
analyze better the visits number
and their conversion in sellout
(bottom up model)
By channel
 Define the traffic volume
expected in order to reach the
revenues objectives
 Define and optimize the mix of
channels to maximize the
performance in terms of sellout
 Identify the channels to activate
to reach visits volume goals and
sellout goals
Marketingplanning
Objectives Management granularity
1
2
3
4
5
6
7
8
A quick commercial and marketing KPIs definition guide

Channels
EMM
Boutique
Purchase
Contact
Aggregated
interactions
Category
Shirts
Shoes
Trousers
Bounce
Visit
eCommerce
Dresses
Self-
service
Call-
center
Subsequent
interactions
Frequenc
y
Duration
Deepness
Example: «Issue
from category
in promo»; cross
checking of
data allows to
understand the
original
situation
 Single performance and interaction KPI
coming from different tracking sources
can be correlated to detect the reasons
and the original context of the
discrepancies with the expected trends.
 The relations among KPIs can be
obtained in different ways and with
different levels of effort depending on
the environment in which it is done.
 Al the Digital Marketing PULL and
PUSH actions will be driven by the real
customer context and purchase
attitude
KPI aggregation will drive the digital marketing actions

> So what
• Agenda

So What…
Everything will become (A) data-driven (B) personalized
and (C) optimized in term of cost and performance
The role of DMP and CRM will blend starting the Audience
Management era that integrate the customer knowledge
The roles of Agencies and the Media Center will be transformed
moving to a consultancy direction
The “new way” to optimize is enabled by the front-end full control
1
2
3
4

Data-Driven marketing for Omnichannel

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