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Similar a ADMA Digital Certificate: The Perfect Customer Journey (20)
ADMA Digital Certificate: The Perfect Customer Journey
- 1. [
The
perfect
journey
]
A
customer
experience
journey
across
mul3ple
channels
- 2. [
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
10/22/09
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2
- 3. [
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
10/22/09
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3
- 6. [
New
consumer
decision
journey
]
From
linear
Paid
and
organic
search
presence
during
the
extended
research
phase
even
more
important
To
circular
10/22/09
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6
- 11. [
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
- + - +
10/22/09
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11
- 15. Find
the
right
communi;es
for
your
audience
10/22/09
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15
- 17. Close
the
deal,
always
try
to
ID
them
10/22/09
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17
- 18. [
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
10/22/09
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- 19. [
Maximise
profiling
data
]
website
data
campaign
customer
data
data
10/22/09
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19
- 21. [
Extended
targe;ng
plaRorm
]
Publishers
SMH,
NineMsn,
etc
Publishers
Partners
Pirelli,
Blaupunkt,
etc
Partners
Network
Audi,
Volkswagen
Network
Brand
Audi
Brand
10/22/09
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21
- 23. Retail
is
a
key
part
of
the
experience
10/22/09
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23
- 27. Be
crea;ve,
add
value
and
connect
online
to
offline
10/22/09
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27
- 30. Talk
to
your
customers
aWer
the
purchase
10/22/09
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30
- 33. Don’t
send
me
prices,
send
me
exci;ng
offers
10/22/09
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- 38. The
whole
experience
counts
hZp://www.youtube.com/watch?v=7sWPHKU1XZU
10/22/09
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- 39. [
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
10/22/09
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39
- 40. Ques;ons
Chris3an
Bartens
cbartens@datalicious.com
Updates
twi_er.com/datalicious
blog.datalicious.com
10/22/09
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Datalicious
Pty
Ltd
40