Presentation by Selligent Vice President Jan Teerlinck. Data-Driven Marketing Road Show at DCU The Helix, Dublin, March 27 2014

2. Bridging the gap between
Relationship marketing
&
Digital performance marketing
Jan Teerlinck
VP Product marketing
Welcome

3. Acquiring customers
CustomersContactsVisitors
(Anonymous) (Identified)
‘Owned’ media‘PAID’ media
CRMTraffic
‘Customer ID’ world‘Cookie’ world

4. Two worlds in Marketing Automation
Display / Search / Social /CMS Relationship marketing
(multi-channel campaign management)
Known customers / contactsAnonymous visitors
Optimised content Optimised content
DATA DRIVEN

5. • Multi-channel campaign management
• New-York, Brussels, Paris, Barcelona, Munich, Amsterdam
• ± 400 clients in 13 countries - Focus on B2C
Gartner (MCCM)
ABOUT SELLIGENT

6. Marketing automation in the ‘customer world’
Detect high value
customer segments
Create great interaction to
engage and make them buy
Executed timely &
consistently across channels
Optimise offers & content for
maximal conversion

7. Main driver: Create better interaction
7
DATA ANALYSE CREATE EXECUTE OPTIMISE
1.Channels executed by silo systems
2.Traditional one-way ‘spray & pray’
3.Limited to outbound only
Typical challenges:
Customer centric marketing
Integrated inbound & outbound
Multi-step dialogues across channels
EVOLVE

8. Social
publish
Social
registration
Web page
Twitter
direct
E-mail
Mobile
Connected experiences across channels
1) Integration drastically
simplifies your day-to-day
2) Interaction = PROCESS
Right message, right time

9. Example: Optimise conversion
9
Order your pre-pay SIM card on-line
Re-targeting messages via e-mail
Return to point where person dropped off

10. Example: life-cycle process
10
INFORM UPSELL SERVICE UPSELL
1 to 1 dialogue to grow customer value: From pre-pay to Post-pay
Offerings based on personal call behavior
On-line & in-shop integration

11. Example: preference center for personalisation
11
Birthday: send personalized coupon for in-theater redemption
Use alibi to survey customer – ask for preferences
Future communication is personalised

12. Data challenges for CRM
12
DATA ANALYSE CREATE EXECUTE OPTIMISE
Registrations
Data used by CRM marketers:
TRANSACTIONAL DATA
Socio-demo
Preference data
Service data
Purchase data
INTERACTION DATAEXTEND
People interact with you before they buy

13. Own media
Identified
Anonymous
Paid media
The historic division
Paid media
Identified
Anonymous
Own media
None -PII
Digital
Marketing
Relationship
Marketing
PII
Web analytics
Re-targeting
E-mail
Display

14. Own media
Identified
Anonymous
Paid media
Using CRM data in the digital ecosystem
Paid media
Identified
Anonymous
Own media
None -PII
Digital
Marketing
DATA
ON-BOARDING
Relationship
Marketing
PII
AMPLIFY
Web analytics

15. Facebook Custom Audiences (CA)
15
• Use your CRM data on Facebook
Target your contacts/customers on Facebook
Data on-boarding

16. Facebook Custom Audiences (CA)
16
• Inclusion & exclusion targeting
• Extend with look-alike audiences
Data on-boarding

17. General data on-boarding
17
• Target your contacts/customers wherever they are
Data on-boarding

18. Twitter Tailored Audiences
18
 E-mail address (your customers)
 Cookie (your visitors)
 Twitter username or ID (everyone)
• Continue a conversation that started outside Twitter
Data on-boarding

19. Own media
Identified
Anonymous
Paid media
The only none customer centric quadrant
Paid media
Identified
Anonymous
Own media
None -PII
Digital
Marketing
DATA
ON-BOARDING
Relationship
Marketing
PII
AMPLIFY
Web analytics

20. • Too much effort to make it
usable for marketers
FORMAT
Web analytics not fit for CRM

21. • Customer data and digital
data is not in the same
place
LOCATION
Web analytics not fit for CRM

22. • Can’t link them to
customer records
IDENTITY
Web analytics not fit for CRM

23. • CRM is not a priority for
the digital team
PRIORITY
Web analytics not fit for CRM

24. Web analytics not fit for CRM
Trying to combine things
that where never
designed to fit together

25. Own media
Identified
Anonymous
External media
Finding the good from the bad
External media
Identified
Anonymous
Own media
PII
None -PII
Digital
Marketing
Relationship
MarketingDATA
ON-BOARDING
See people through traffic
BEHAVIORAL

26. Web Analytics
Traffic mgr
<GOOGLE>
Blending CRM data with behavioral data
Selligent Behavioral
<SELLIGENT>
Cross-channel
Execution
CRM mgr
Customer
analytics
BEHAVIORALBEHAVIORAL
CRM data
Behavioral data
CRM
Making interaction data from DIGITAL channels ACTIONABLE for CRM
 INSIGHT
 TARGET

27. Own media
Identified
Anonymous
External media
All is ‘customer / visitor centric’ now
External media
Identified
Anonymous
Own media
PII
None -PII
RE-TARGET
RE-TARGET
Digital
Marketing
Relationship
MarketingDATA
ON-BOARDING
AMPLIFY
PROFILE
GROWDB

28. Conclusion “Bridging the gap”
28
“Everything is coming together.”
“It no longer makes economic sense
to send messages to the many
in hopes of persuading the few.”
“Digital and CRM staff will work far
more closely together.”
Jan.Teerlinck@Selligent.com
+32 473 361 498