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Ibm excep multichan_experience__moby

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Presentation of Michele Mangiatordi - digital marketing and e-comm director - for the IBM Cuetomer experience event on may 2012.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Ibm excep multichan_experience__moby

  1. 1. Michele Mangiatordie-Commerce director – MobySocial Business for Marketing & Sales
  2. 2. Moby online: storia, vincoli/sfide e nuovi traguardi Moby 1.0 | 2004-2011 Moby 2.0 | 2011+ Evoluzione da sito vetrina a sistema Nuovo portale “nativamente” web/mobile per prenotazione e multicanale e integrato con social- acquisto media e sistemi proprietari Creazione della Direzione Forte focus sugli elementi di Off-line eCommerce con piena responsabilità differenziazione e user experience 45% su prenotazioni, generazione traffico, user experience Traguardi Vincoli e sfide •Consolidare la quota di business generata/gestita dal canale on-line •Funzionalità supportabili con la tecnologia del portale utilizzata in •Invertire divergenza tra incremento quegli anni visite e decremento prenotazioni •Tempi di risposta non adeguati al On-line 55% •Abilitare un modello esteso di contatto business on-line col cliente •Profilazione/membership non •Supportare iniziative di mkyg/biz volte sfruttata nel pieno potenziale di a de-stagionalizzare le vendite generazione business •Costituire la piattaforma di riferimento •Impossibilità di utilizzo di una leva per successive evoluzioni mobile/on- di prezzo differenziata per on line board nei prossimi 5-10 anni 20102 © 2012 IBM Corporation
  3. 3. Contesto di riferimento – Moby 1.0 altri servizi a m-Commerce valore aggiunto (web|mobile|on-board) e-Commerce Canale diretto Canale indiretto on-line off-lineinfo-Commerce fidelity(include social media) programs Canale eCommerce online: non solo clienti Moby sistema transazionale, ma modello di business abilitante e potenzialmente integrato con altri canali/intera azienda Cliente “unico” e potenzialmente gestibile in modo univoco prospect + + + indipendentemente dal canale © 2012 IBM Corporation
  4. 4. Moby 1.0 > 2.0: nuovi obiettivi / business case © 2012 IBM Corporation
  5. 5. Moby 2.0 – Business case Leve strategiche Stime ricavi incrementali Trade-off costi/benefici a regime Milioni €/anno Milioni € 2011-2013 A Migliorare churn rate €XY 6,4 preventivi/prenotazioni B Incrementare conoscenza circa dei clienti e l’afficacia delle X,X x 20 azioni di marketing C Sfruttare nuovi modelli di X,X contatto/proposizione €XY Potenziale ricavi Costo* D Massimizzare ** incramentali da Moby 2.0 la revenue extraction X,X nuove tecnologie pre-durante-post viaggio *Stime preliminari (include hardware, software per web/mobile/on-board e servizi in out-sourcing) **primo anno considerato al 50% per ramp-up Obiettivi non supportabili da tecnologia sviluppata custom “in-house” © 2012 IBM Corporation
  6. 6. Moby 2.0 – Business case+0.5% conversion x dati e interazione = +6.4M€ © 2012 IBM Corporation
  7. 7. Moby 1.0 > 2.0: prioritizzare gli interventicon la strategia Social Business Multicanale © 2012 IBM Corporation
  8. 8. Moby 1.0 > 2.0: nuovi obiettiviUna nuova strategia social, multicanale, personale – lifetime.Creare un forte legame tra gli obiettivi e contenuti aziendali con il profilo dei clientianalizzati per definire aree di intervento e singole iniziative. Customer Data Hub (transactional, Interactive, social) © 2012 IBM Corporation
  9. 9. Moby 1.0 > 2.0: prioritizzare gli interventicon la strategia Social Business Multicanale CDH Customer Data Hub (transactional, Interactive, social) © 2012 IBM Corporation
  10. 10. Moby 2.0: nuovo impianto multicanaleConoscenza utente, social engagement, misurazione, regole, orientamentoreal time delle transazioni, mobilizzazione. CDH © 2012 IBM Corporation
  11. 11. Moby 2.0: IBM Portal + Coremetrics + CDH:Informazioni interattive + azioni in tempo realeCoremetrics (brain), Portal (multichannel), CDH (memoria) IBM Portal & Web Content Social Registration / Data collection Real time personalization Targeting IBM Coremetrics individual digital analytics, real time monitoring, I/O ERP data, dynamic segments, Customer Data Hub © 2012 IBM Corporation
  12. 12. © 2012 IBM Corporation
  13. 13. Portal/WCM | Social registration process / data CDH13 © 2012 IBM Corporation
  14. 14. Portal/Analytics | Customer Data Hub Analytics Per ciascuno dei micro-segmenti individuati come rilevanti rispetto agli obiettivi di marketing, è stato stimato l’impatto potenziale sul fatturato in caso di spostamento on line dell’acquisto (vedi esempio)14 © 2012 IBM Corporation
  15. 15. Portal/WCM | Regole di personalizzazione real time contenuti Al fine di "ingaggiare" efficacemente clienti e prospects in una relazione fruttifera, si è infine disegnata la personalizzazione di contenuti, interazioni e servizi Sulla base delle analisi preliminari, si è costruito un sistema di regole per intercettare il profilo cliente e proporre contenuti personalizzati che incontrino le caratteristiche e gli interessi di clienti e prospect (i.e. coppie anziane interessate al benessere, non coinvolte da campagne di comunicazione Looney Tunes). CDH Grazie alle regole, il portale consente di erogare contenuti e servizi personalizzati in base al profilo e alla storia dell’utente15 © 2012 IBM Corporation
  16. 16. © 2012 IBM Corporation

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