Romulus Grigoras, CEO Devatics - Marketing in timp real, marketing agil: rezultatele obtinute de precursori, prezentare sustinuta in cadrul Conferintelor Nationale de e-Commerce, 27-28 mai 2013, Bucuresti, Romania

1. Real-time Marketing
Agile Marketing
Feedback From :
Romulus Grigoraş
Founder - CEO

2. Real-Time Marketing ?
Real-Time Behavioral
Marketing
Agile Marketing

3. -3-
Marketing Behavioral
in Real-Time :
The Sales Assistant !

4. 4
Take action at the right moment !

5. 5

6. © 2011 Devatics – Tous droits réservés. 6
Guide
Rassure
Motivate

7. © 2011 Devatics – Tous droits réservés. 7
Persuade

8. On-site targeting: levels of
interaction
Action 1
The Hook
Improve performance of
acquisition campaign
Action 2
Engagement
Drive/help
prospects
Action 3
Completion
The final push
Action 4
Loyalty
Datamine&
Encourage
return

9. 9
Real-Time Behavioral Marketing
Stimulate
Messages
Reassurance
Stimulation
Real-time Optimization
ArtificialIntelligence
Analyse
Behaviour
Hesitation
Cartabandonment
Extra Information
Needed
Measure
Permanent
A/Btesting
Conversion
Margin

10. Measure the impact ?
-10-

11. 11
Examples of battles
1. Bounce Rate
2. Conversion

12. 12
1
Bounce Rate
30%-60%

15. Up to -30%
In
Bounce rate
Dynamic « Landing pages »
A/B withoutcreating new pages

16. 16
Take-home message :
Personalized « Landing pages »
Follow-up withcoherent messages

17. 17
2
Conversion
1%-3%

18. 18
From landing …

19. … staycoherent !

22. 22
Objectifs
Améliorer la conversion
Assister les clients VPC arrivés sur le site web
Optimiser l’impact des « incentives » différents
Solutions
Pages produits : rappeler une promotion ou rassurer au meilleur moment
Panier : rassurer ou offrir les frais de port aux prospects
Page identification: prendre le relais par téléphone pour le clients VPC perdus
Comtesse du Barry
CA total : 30 M€
en VPC, boutique et web
CA web : 30%
Campagne « Noël »
+11,9%
in
conversion

23. 23

24. 24
Take-home message :
Stop the leakage !
Reassure !
Stimulate !

25. Real-Time Marketing ?
Real-Time Behavioral
Marketing
Agile Marketing

26. Feb 2013 - Superbowl power outage: Baltimore Ravens vs San Francisco 49ers

27. The Winner ?

30. Agile Marketing
Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Numerous small experiments over a few large bets
Individual and interactions over target markets
Collaboration over silos and hierarchy
From: Agile Marketing Manifesto
www.agilemarketing.net

31. A « Second Skin » for Agility
« Second Skin »
1 tag, unlimited components
Full SaaS, Javascript-powered
Presentation Layer
CMS
…
Frommonths to weeks … or days !

36. Pichet Immobilier
Team of 3
12 days-man
6 campaigns : A/B testing + personnalisation
16 iterations
+98% in conversion
1 2 3 4 5 6 7 8 9 10 11 12 13
Conversion
Week # (from Feb 22)
Pichet Immo
X2
in conversion

37. The Path to Success : agility !
Web
Engineer
&
Data
Scientist
Mkg
&
Design
Team
Client
Processes
iteration
Iteration
iteration
Technology

38. romulus@devatics.com

39. Performance
Satisfaction
Client
Testing& Optimisation
Automatic&Optimised
A/B &MultivariateTesting
PersonalisationTemps-Réel
Real-Time Sales Pitch through
Reassurance / Promotions / Recommendations
And Continuous Learning & Optimisation
Web Marketing Agile
Rapid Project Implementation
Second-skin Components
Conseil en E-Marketing
Best Practices
of Real-Time Online Marketing
Marketing en Témps Réel « on site »

40. Conversion

41. A « Second Skin » for Agility
FLASH SALES
Saint-Valentine
Day
Thanks to today’sSaaSJavascript technologies