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[	
  The	
  perfect	
  journey	
  ]	
  
   A	
  customer	
  experience	
  journey	
  
         across	
  mul3ple	
  channels	
  
[	
  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	
  


14/11/12	
                                                                                                     ©	
  Datalicious	
  Pty	
  Ltd	
                                                                                                      2	
  
[	
  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	
  



14/11/12	
                          ©	
  Datalicious	
  Pty	
  Ltd	
       3	
  
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010	
  


[	
  Research	
  and	
  inten;on	
  ]	
  
14/11/12	
                ©	
  Datalicious	
  Pty	
  Ltd	
     4	
  
The	
  journey	
  starts	
  with	
  being	
  found	
  
 14/11/12	
           ©	
  Datalicious	
  Pty	
  Ltd	
     5	
  
[	
  New	
  consumer	
  decision	
  journey	
  ]	
  

                                                                      From	
  linear	
  



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



  To	
  circular	
  
14/11/12	
                       ©	
  Datalicious	
  Pty	
  Ltd	
                      6	
  
Make	
  landing	
  pages	
  relevant	
  (to	
  search	
  terms)	
  
    14/11/12	
              ©	
  Datalicious	
  Pty	
  Ltd	
     7	
  
[	
  Addi;onal	
  targe;ng	
  parameters	
  ]	
  




14/11/12	
           ©	
  Datalicious	
  Pty	
  Ltd	
     8	
  
Customize	
  off-­‐page	
  content	
  as	
  well	
  
 14/11/12	
          ©	
  Datalicious	
  Pty	
  Ltd	
     9	
  
Change	
  content	
  for	
  repeat	
  visitors	
  
14/11/12	
          ©	
  Datalicious	
  Pty	
  Ltd	
     10	
  
[	
  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	
                -              +                -              +

14/11/12	
            ©	
  Datalicious	
  Pty	
  Ltd	
                                                                    11	
  
The	
  journey	
  con;nues	
  away	
  from	
  your	
  site	
  
 14/11/12	
              ©	
  Datalicious	
  Pty	
  Ltd	
     12	
  
Make	
  these	
  places	
  part	
  of	
  the	
  experience	
  
14/11/12	
               ©	
  Datalicious	
  Pty	
  Ltd	
     13	
  
Don’t	
  get	
  carried	
  away	
  by	
  the	
  noise	
  
 14/11/12	
            ©	
  Datalicious	
  Pty	
  Ltd	
     14	
  
Find	
  the	
  right	
  communi;es	
  for	
  your	
  audience	
  
   14/11/12	
              ©	
  Datalicious	
  Pty	
  Ltd	
     15	
  
Ac;vely	
  engage	
  prospects	
  and	
  draw	
  them	
  in	
  
  14/11/12	
              ©	
  Datalicious	
  Pty	
  Ltd	
     16	
  
Close	
  the	
  deal,	
  always	
  try	
  to	
  ID	
  them	
  
  14/11/12	
             ©	
  Datalicious	
  Pty	
  Ltd	
     17	
  
[	
  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	
  


14/11/12	
                                                         ©	
  Datalicious	
  Pty	
  Ltd	
                                                        18	
  
[	
  Maximise	
  profiling	
  data	
  ]	
  

                              website	
  
                               data	
  




               campaign	
                                customer	
  
                 data	
                                    data	
  



14/11/12	
               ©	
  Datalicious	
  Pty	
  Ltd	
               19	
  
Build	
  profiles	
  across	
  brands	
  in	
  your	
  company	
  
   14/11/12	
              ©	
  Datalicious	
  Pty	
  Ltd	
     20	
  
[	
  Extended	
  targe;ng	
  plaRorm	
  ]	
  
                                                                     Publishers	
  
                                                                     SMH,	
  NineMsn,	
  etc	
  
               Publishers	
  
                                                                     	
  
                                                                     Partners	
  	
  
                                                                     Pirelli,	
  Blaupunkt,	
  etc	
  
                Partners	
                                           	
  
                                                                     Network	
  	
  
                                                                     Audi,	
  Volkswagen	
  
                Network	
                                            	
  
                                                                     Brand	
  	
  
                                                                     Audi	
  

                 Brand	
  




14/11/12	
                      ©	
  Datalicious	
  Pty	
  Ltd	
                                         21	
  
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010	
  


[	
  Purchase	
  and	
  delivery	
  ]	
  
14/11/12	
                ©	
  Datalicious	
  Pty	
  Ltd	
     22	
  
Retail	
  is	
  a	
  key	
  part	
  of	
  the	
  experience	
  
  14/11/12	
              ©	
  Datalicious	
  Pty	
  Ltd	
     23	
  
Connect	
  offline	
  with	
  online	
  profiles	
  	
  
 14/11/12	
          ©	
  Datalicious	
  Pty	
  Ltd	
     24	
  
Surveys	
  and	
  emails	
  are	
  just	
  one	
  way	
  
  14/11/12	
           ©	
  Datalicious	
  Pty	
  Ltd	
     25	
  
Tracking	
  shipments	
  is	
  another	
  way	
  
14/11/12	
          ©	
  Datalicious	
  Pty	
  Ltd	
     26	
  
Be	
  crea;ve,	
  add	
  value	
  and	
  connect	
  online	
  to	
  offline	
  
    14/11/12	
                  ©	
  Datalicious	
  Pty	
  Ltd	
      27	
  
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010	
  

[	
  Adop;on,	
  usage	
  and	
  service	
  ]	
  

14/11/12	
                ©	
  Datalicious	
  Pty	
  Ltd	
     28	
  
Communi;es	
  are	
  not	
  just	
  for	
  acquisi;on	
  
  14/11/12	
           ©	
  Datalicious	
  Pty	
  Ltd	
     29	
  
Talk	
  to	
  your	
  customers	
  aWer	
  the	
  purchase	
  
    14/11/12	
            ©	
  Datalicious	
  Pty	
  Ltd	
     30	
  
Offer	
  them	
  services	
  that	
  s;mulate	
  usage	
  
   14/11/12	
          ©	
  Datalicious	
  Pty	
  Ltd	
     31	
  
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010	
  

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

14/11/12	
                 ©	
  Datalicious	
  Pty	
  Ltd	
     32	
  
Don’t	
  send	
  me	
  prices,	
  send	
  me	
  exci;ng	
  offers	
  
   14/11/12	
               ©	
  Datalicious	
  Pty	
  Ltd	
     33	
  
Great	
  experiences	
  leave	
  las;ng	
  impressions	
  	
  
  14/11/12	
             ©	
  Datalicious	
  Pty	
  Ltd	
     34	
  
101011010010010010101111010010010101010100001011111001010101
010100101011001100010100101001101101001101001010100111001010
010010101001001010010100100101001111101010100101001001001010	
  


[	
  Summary	
  ]	
  
14/11/12	
                ©	
  Datalicious	
  Pty	
  Ltd	
     35	
  
Customer	
  profiling	
  at	
  all	
  touch	
  points	
  



  14/11/12	
           ©	
  Datalicious	
  Pty	
  Ltd	
     36	
  
Be	
  smart	
  about	
  your	
  targe;ng	
  	
  


  14/11/12	
       ©	
  Datalicious	
  Pty	
  Ltd	
     37	
  
The	
  whole	
  experience	
  counts
                        	
  
                hZp://www.youtube.com/watch?v=7sWPHKU1XZU	
  
                                                                         	
  




 14/11/12	
                ©	
  Datalicious	
  Pty	
  Ltd	
     38	
  
[	
  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	
  



14/11/12	
               ©	
  Datalicious	
  Pty	
  Ltd	
     39	
  
Ques;ons	
  
                   Chris3an	
  Bartens	
  
               cbartens@datalicious.com	
  
                          	
  
                      Updates	
  
                twi_er.com/datalicious	
  
                 blog.datalicious.com	
  
                           	
  

14/11/12	
              ©	
  Datalicious	
  Pty	
  Ltd	
     40	
  
14/11/12	
     ©	
  Datalicious	
  Pty	
  Ltd	
     41	
  

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