[

The perfect journey ]

A customer experience journey across mul3ple channels

[ Customer experience journey ]

Reten3on Customer Prole

Prospect
-12 -11 -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9

Customer
10 11 12

Considera3on
Weeks

Visitor Behaviour
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[ Customer experience journey ]

1. 2. 3. 4. 5. Awareness and considera3on Research and inten3on Purchase and delivery Adop3on, usage and service Reten3on or re-sell, cross-sell, up-sell

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[ Research and inten;on ]

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The journey starts with being found

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[ New consumer decision journey ]

From linear

Paid and organic search presence during the extended research phase even more important

To circular
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Make landing pages relevant (to search terms)

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[ Addi;onal targe;ng parameters ]

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Customize o-page content as well

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Change content for repeat visitors

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[ Anity targe;ng in ac;on ]

Dierent types of visitors respond to dierent ads. By using category anity targe3ng, response rates are liSed signicantly across products.
Message Blackberry Bold 5GB Mobile Broadband Blackberry Storm 12 Month Caps Click-Through Rate By Category Anity Postpay Prepay Broadb. Business

+ -

+ + -

+ + +
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The journey con;nues away from your site

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Make these places part of the experience

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Dont get carried away by the noise

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Find the right communi;es for your audience

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Ac;vely engage prospects and draw them in

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Close the deal, always try to ID them

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[ Mul;ply iden;ca;on points ]

Probability of iden3ca3on through cookie 140% 120%

100%

80%

60%

40%

20%

Iden3fying people online once is not enough, you have to keep re-iden3fying them con3nuously at every opportunity or even create addi3onal opportuni3es
0 4 8 12 16 20 24 Weeks 28 32 36 40 44 48

0%

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[ Maximise proling data ]

website data

campaign data

customer data

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Build proles across brands in your company

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[ Extended targe;ng plaRorm ]

Publishers

Publishers SMH, NineMsn, etc Partners Pirelli, Blaupunkt, etc Network Audi, Volkswagen Brand Audi

Partners

Network

Brand

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[ Purchase and delivery ]

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Retail is a key part of the experience

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Connect oine with online proles

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Surveys and emails are just one way

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Tracking shipments is another way

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Be crea;ve, add value and connect online to oine

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[ Adop;on, usage and service ]

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Communi;es are not just for acquisi;on

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Talk to your customers aWer the purchase

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Oer them services that s;mulate usage

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[ Re-sell, cross-sell or up-sell ]

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Dont send me prices, send me exci;ng oers

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Great experiences leave las;ng impressions

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[ Summary ]
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Customer proling at all touch points

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Be smart about your targe;ng

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The whole experience c ounts

hZp://www.youtube.com/watch?v=7sWPHKU1XZU

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[ A few good examples ]

Fiat online car customiza3on compe33on Audi le_ers about key sta changes Watch your Bentley being build Free car washes from Holden Porsche ad with young boy

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Chris3an Bartens cbartens@datalicious.com

Ques;ons

twi_er.com/datalicious blog.datalicious.com

Updates

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