Oro Meetup London - Allies: How can we really turn data into profit?
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OroCRM's partner Allies talk about the successful deployment for Certainly Wood, UK’s largest and most innovative firewood manufacturer and retailer. This presentation includs real-life examples on how the platform is used to generate incredible return on investment (1, 000%) in both direct-to-consumer and wholesale sales.
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Oro Meetup London - Allies: How can we really turn data into profit?
- 1. How can we really turn data into profit?
- 3. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity • B2C Transactional • Current: National • Current: Local • Legacy Import • B2B Transactional • Current • Legacy Import • B2C Contact • B2B Contact • ESP
- 4. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity • Multi-site Magento • OroCRM • ESP • B2B Accounting and ERP
- 5. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity • Managing consumer contact trails • Conducting performance reports • Manipulating and extracting data for use in Marketing Campaigns VIDEO – CASE’s, TAGS and CUSTOMER RECORDS + B2B CONTACT FORMS Allies customised Case audit trails, reporting and Direct-to-Oro contact forms
- 6. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity How do we make the data accessible to marketers, channel managers and executives for use in decisions? Allies built a bespoke Customer Statistics package to translate raw data such as order dates, into aggregated variables for segmentation and reporting; Days Since Last Order, Days Since First Order Video
- 7. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity How many customers have we really got? What’s the split of new and returning customers, last month, this month, this quarter, this financial year? What’s the average Customer Lifetime Value? What’s our AOV and how does it change as we promote in different ways? Who is shopping online with us, and also with our resellers? What’s our retention rate? How often do people top up on more regular consumable products? What proportion of our revenue comes from our top RFM band? Can we profile our customer base using RFM, Marketing Engagement and Behaviour? What’s our split of single to multi buyers How many people have lapsed? Who are they?
- 8. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity Unprecedented slicing and dicing of the sales funnel for niche wholesale customers to maximise leads. High levels of accuracy and deep insight into the consumer customer base. Cross-analysis between Consumer and Wholesale data
- 10. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity Automated customer lifecycle management through OroCRM segmentation and synchronisation Clean and accurate data for highly targeted, effective and efficient Direct Mail to consumers More leads converted in wholesale niches, in less time In-season offer management to aid retention and leverage key customers Access to multi-variable segmentation to discover the optimum export for social lookalike audience advertising
- 12. Timing determined by Mailchimp, with a fallback transactional condition Target audience match condition driven from the OroCRM segment Once recipients have completed the workflow they are removed from the segment
- 13. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity Factoring in OroCRM licensing and development costs, marketing and operational costs… ROI from campaigns so far; • Segmented Promotions: 3,186% • Direct Mail: 1,050% • Automated Email: 5,111% Payback time for OroCRM investment, 3 months
- 14. Data Processes Systems Metrics Questions Analytics Profit Analytics Activity Data Processes Systems Metrics Questions Analytics Profit Analytics Activity Current and legacy data from multiple systems Scope and understand requirements Ask the right questions Assess the ROI and deliver profit from the data Deploy an efficient, relevant technology stack Determine the critical KPI’s for Certainly Wood Drive useable insight Conduct data driven marketing campaigns
- 15. What’s our next step?
- 16. Transactional Data – We know what they bought, how many, and how long ago Campaign Data – We know how responsive they are to email campaigns Statistical Data – we know their AOV, CLV, repeat buy rates, usage and replenishment algorithms, customer contact trail data On site behaviour – We know what they’ve clicked and visited Promotional information– We know which offers they like Loyalty and referral data– We know if they’ve told other people about us and built up a loyalty balance with ESP Dear [Ms Personal], Thanks for being one of our very best customers! You’ve built up a loyalty point balance of [£xx] which also includes a fantastic referral bonus. Click to buy this bundle now We’ve put a little package of goodies together for you that we think you’ll love, and best of all you can spend all those lovely loyalty points and get [£xx] off the RRP… Cosy! [3 months] supply of logs, kindling and flamers for just [£xxx] with your loyalty balance OroCRM Segmentation and Synchronisation with ESP, combined with ESP automation and Merge Tags fed through customised Magento Connector
- 17. Thank you
- 18. fin
- 23. Thank you Dinner: 6pm @ The Brigade (5min walk)
Editor's Notes
- CR: Data can be truly awful. It’s probably the most challenging part of the marketing mix, and yet arguably the most essential. Soon to be vital. There are successful businesses operating without any insight (wantthattrend example), however they will ultimately plateau without the insight to drive them to the next level.
- CR: Natalie and I are going to take you through a journey to discover how Allies and Certainly Wood worked closely to embed OroCRM into their day to day processes to drive real profit from marketing activities that wouldn’t have been possible without OroCRM. NS: We’ve distilled down the critical parts of the puzzle and will take you through the challenges we faced and how we addressed them.
- NS: Our data is relatively complex. Not only do we have an environment where consumers can placed orders online and by phone (with National and Local site variants), all of which is processed by Magento, we also have a varied wholesale channel where order data is processed in a bespoke deployment of the Exchequer accounting ERP platform. Oh, and we also had an ecommerce proposition before we switched to Magento; this legacy data was held in an older CRM system. CR: This presented a number of challenges when deploying OroCRM. Not only did we need to build a customised integration for the Exchequer system, we also needed to manage the import of legacy data and ensure that customers were correctly tied together, minimising duplication. To do this we created a distinct B2B channel in Oro to handle the wholesale data, and built a bespoke Single Customer View that uses a weighted hierarchy of an extensive number of attributes to match customers together automatically after the data is brought into the system. The B2B clip illustrates the new main menu item, where we can monitor the data flow into OroCRM, and check everything has processed correctly. The Sub Menu under the Customers option, allows us to delve into the processed data. We can see a grid of all records, and drill down into any record. A single page gives a view of all the information and activity for the customer, and we have also built a bespoke billing report to Certainly Woods specifications, allowing them to easily reconcile data across OroCRM and their accounting systems.
- CR: Aside from the B2B integration, the technology stack is right in the sweet spot for OroCRM NS: Right – simply Magento for ecommerce, and Mailchimp (Sorry Dotmailer) for Email campaigns, both of which integrate very well with OroCRM. CR: The next steps might be to look at Zendesk to provide a broader remit, cetnralised customer service platform, also integrated with OroCRM.
- CR: When building out the scope for the CRM solution, we needed to consider how Certainly Wood team members currently managed things like customer contact data, sales pipeline management and reporting of results. Often this was siloed between different individuals, with each using a different way of handling the information. We also had to take into account varying levels of technical comfort in the business, and design training and advice that suited everyone. NS: We operate a pretty lean operation at our head office, so transitioning from each staff member managing a discrete spreadsheet, or even paper notes of customer contact information to entering info directly into OroCRM has been an instant efficiency boost. Now anyone who answers the phone or sees a support email come in from a customer can bring the customer record up and see an audit trail of previous contact touches, it’s improved customer service and reduced the time needed to resolve queries. CR: We’ve built the case activity right into the main customer view screen, and between Allies and Certinaly Wood, came up with a Tagging Heirarchy to enable the teams to tag up particular customers in very specific ways, and understand easily how they should be handled.
- CR: So – now the data is in, processed and usable. How do we make it accessible to the inte4rnal teams at all levels to contribute to them developing a daily sales culture that helps transform the business continually. NS: Prior to deploying OroCRM, it was a very protracted process to extract key data for measuring how our business was performing. We used a combination of Google Analytics and our accounting platform, and lots of manual manipulation in spreadsheets. Even with that, we still couldn’t look in detail at RFM metrics, and we were not able to really segment our customer base at all. CR: OroCRM comes out of the box with a bunch of useful reporting metrics, but we needed to run reports based on our fully aggregated Single Customer View, and we also wanted to take it a step further and make it even more accessible for the wider team. So, we built a bespoke ‘Customer Statistics’ entity, and created new variables that translated the data directly into KPI’s that could be used as filters or for exposure in Grids. Examples you can see in the video; Customer Lifetime Value, Average Order Value and other recency and frequency orientated variables.
- CR: In order to drive the process of turning the data into actionable marketing and sales activity, und ultimately profit, we need to ask questions that interrogate the system and bring out useful insight. NS: Here’s a snapshot of the kind of questions we wanted to try and answer in our complex landscape of online retail with national and local variation, combined with a multi-variate wholesale proposition.
- NS: We really needed to be able to see which consumers bought both from us direct, and also through our reseller network. Similarly, we needed to be able to analysis our top resellers by branch and head office where relevant, and have some facility to capture information about what type of business they operate, and what stage of the sales pipeline they are in at any given. CR: Reports have been built to that end that allow all of the points Natalie mentioned to be discovered, along with repeatable dynamic reports that aggregate key information by region and postcode, giving the field sales network a new level of insight to help their day t o day activities, both from the perspective of the right accounts to focus on, but also to be able to track where leads have progressed – for example if a prospect has converted by calling directly into the office, outside of the cycle of visits.
- CR; Here’s an example dashboard built with our custom variables. It is real data from an Oro Instance, not Certainly Wood (just to keep sensitive commercial information out of the public domain), it illustrates the type of visualisation that can very rapidly be constructed from data manipulated within OroCRM. In this example, we can clearly see the opportunity to push Average order values higher in some territories, similarly we can, at a glance see that we have a challenge to nurture first time customers on to buy again (78% of the customers in this dataset are single buyers), and then retain them beyond 6 months to prevent them from lapsing – across all global territories, around 50% of the base are not retained long term. Having rapid access to repeatable reports that bring this insight to fore is critical to make smart marketing decisions. NS: For Certainly Wood, having this overview, alongside our daily run rates and targets, means we can quickly address any potential shortfalls in any given time period, and we can also ensure that the activity that we are conducting is driving both instant revenue gains but also working toward shifting the balance on any long term KPIs too. We can be responsive to market conditions, react sensibly to unpredictable circumstances, and make great decisions that the Board buy into.
- NS: As soon as we had answered some of the key questions and started to build an insight picture, we were able to segment the customer base and kick off our automated email marketing programs to handle various stages of the customer lifecycle Welcome Conversion Account Creation Post Purchase (With multiple variants) Reactivation Engagement Basket Abandonment CR: As soon as those essential programs were in place, we could start delving deeper into the data with a view to layering in automated emails to address other scenarios, or even more targeted niches. Loyalty Balance Statements - Customised SweetTooth variables in Magento to Oro Connector Referrals – Referal shortcode customisation VIP Browse Abandonment – using the PiWick tracking script to understand more about logged in customers on-site behaviour We’ve also created entities to allow the data to be exported to a Data Hygiene provider such as Experian, and then reimport and utilise clean data in future marketing activities. For example, we discovered a number of individuals on our customer base who are listed on the Mailing Preference Service, or even more important to understand, a number listed on the industry Bereavement registers. Clearly we want to eliminate those recipients from any marketing. We also need to understand if people have moved house – Certainly Woods business relies on customers who need to burn wood in a fire, a wood burning stove or an Aga – if great customers stop buying for no apparent reason, perhaps they’ve moved house and no longer have an appliance that requires Kiln Dried Logs – we can help Natalie and her team understand those nuances using the National Change of Address listings, and marketing appropriately to the new owners of the house where we knew a great customer once resided!
- CR: This campaign is taken from a B2C segment and automation flow, however the same principle is applied for the ‘Lifestyle’ B2B audiences, driven from customer contact forms that feed directly into OroCRM. We have built underlying CRM Marketing Segments to facilitate a modular approach – starting with a segment to validate Email Opt in for a belt and braces, best practice approach to consumer marketing. The next step was to build a marketing segment that isolates all the first time buyers. Following on from that we created a segment to understand who has bought a specific combination of products, in this case Logs, but not Kindling or Flamers. With this modular approach it’s easy to build up a series of variants of the same kind of theme – in this case we have three post purchase variants to handle a variety of 1st basket scenarios. Following this example through, we then build a dynamically synchronised list that creates and maintains a segment in Mailchimp, passing the appropriate nomenclature through to the ESP.
- NS: Within the Email Platform we can simply set the conditions to apply only to subscribers who are part of the relevant segment that’\s been synchronised from OroCRM and send them a pre-determined pattern of emails. These can still be personalised with specific information – in this instance we have pushed up the first name field via the API, so can use the First Name merge tag to keep the comms feeling human for the recipient. We also ensure to remove them from the flow after completion to prevent duplication or multiple emails hitting the same person’s inbox.
- NS: To date, the investment made into OroCRM has been fully recovered, and we are now seeing the incremental revenue from programmatic marketing build. CR: ROI will continue to increase over time, as the customer base increases. Programmatic email marketing drives more incremental revenue, and the proportion of investment in OroCRM decreases against the revenue generated.
- CR: In Summary
- CR: So where do we go from here. We have great data, clean and high quality, with an accurate view of each individuals behaviour, and a full spectrum of multi-channel marketing campaigns being served automatically and tactically.
- CR: We know what our customer buying behaviour is, from the transactional dataset. We also know how responsive they are to email campaigns, as well as statistical KPI's like Customer Lifetime Value and Average Order value. We can calculate our product usage and replenishment rates and work up algorithms to automate that information. Not only that, but we can see how customers behave on our website, and connect session activity to the individual customer if they’ve logged in. By layering in information about any given customer reaction to a particular promotion, alongside how they work for us to refer new customers and build up a loyalty balance, we can build up a remarkably sophisticated picture of each customer. NS: Using OroCRM to segment on these criteria, and then by synchronising segments from Oro and key metrics from Magento directly to the email platform, we can construct highly targeted and personalised, automated email communications that present the right balance of product and offer to the customer, without going to far into George Orwell / 1984 territory! CR: This example personalises the name of the recipient, their loyalty balance, the amount they will receive off the RRP of a bundle of products dynamically pulled in for them based on usage patterns (with a handy suggestion of how many months supply this might entail), calculates the price they will actually pay after their loyalty bonus is subtracted, and then has a CTA that allows the consumer to clilck directly through to a loaded basket on site ready for upsell, cross sell or checkout completion.
- CR: Thank you for listening. We welcome any questions at this point.
- CR: To do this we created a distinct B2B channel in Oro to handle the wholesale data, and built a bespoke Single Customer View that uses a weighted hierarchy of an extensive number of attributes to match customers together automatically after the data is brought into the system. The B2B clip illustrates the new main menu item, where we can monitor the data flow into OroCRM, and check everything has processed correctly. The Sub Menu under the Customers option, allows us to delve into the processed data. We can see a grid of all records, and drill down into any record. A single page gives a view of all the information and activity for the customer, and we have also built a bespoke billing report to Certainly Woods specifications, allowing them to easily reconcile data across OroCRM and their accounting systems.
- CR: Here we can see each customer contact point logged by date, with a snapshot title and the status of the Case. We’ve pre-built a report that lists cases by customer and gives a daily picture of the cost of resolving each issue. We can also see on this report, a more detailed description of the issue, as well as RFM metrics to ascertain the value of the customer. For specific B2B enquiry tracking and management, we’ve also constructed CMS driven landing pages with custom contact forms that feed directly into OroCRM, capturing prospects right into the Contact entity, where they can be automatically resolved into Customers once an order is placed through the B2B Channel.
- NS: Prior to deploying OroCRM, it was a very protracted process to extract key data for measuring how our business was performing. We used a combination of Google Analytics and our accounting platform, and lots of manual manipulation in spreadsheets. Even with that, we still couldn’t look in detail at RFM metrics, and we were not able to really segment our customer base at all. CR: OroCRM comes out of the box with a bunch of useful reporting metrics, but we needed to run reports based on our fully aggregated Single Customer View, and we also wanted to take it a step further and make it even more accessible for the wider team. So, we built a bespoke ‘Customer Statistics’ entity, and created new variables that translated the data directly into KPI’s that could be used as filters or for exposure in Grids. Examples you can see in the video; Customer Lifetime Value, Average Order Value and other recency and frequency orientated variables.
- CR: We’ve also created entities to allow the data to be exported to a Data Hygiene provider such as Experian, and then reimport and utilise clean data in future marketing activities. For example, we discovered a number of individuals on our customer base who are listed on the Mailing Preference Service, or even more important to understand, a number listed on the industry Bereavement registers. Clearly we want to eliminate those recipients from any marketing. We also need to understand if people have moved house – Certainly Woods business relies on customers who need to burn wood in a fire, a wood burning stove or an Aga – if great customers stop buying for no apparent reason, perhaps they’ve moved house and no longer have an appliance that requires Kiln Dried Logs – we can help Natalie and her team understand those nuances using the National Change of Address listings, and marketing appropriately to the new owners of the house where we knew a great customer once resided!