21. Internet Adoption & Usage Curve
Activity
y
Propensity to Transact
Wanderlust
Wanderl st
Assessment
Orientation
Event Driven Usage
Confidence
Trepidation
Maturity
Scepticism
Online One Month Three Months Six Months Nine Months One Year Two Years
Time
Source: Net Poll/QXL
22. Internet Adoption & Usage Curve
Activity
y
Propensity to Transact
Wanderlust
Wanderl st
Assessment
Orientation
Event Driven Usage
Confidence
Trepidation
Maturity
Scepticism
Online One Month Three Months Six Months Nine Months One Year Two Years
Time
Source: Net Poll/QXL
23. Internet User E-commerce Development
Auctions
ce
On-line
e/Confidenc
Retail
Transactions
+ve
Rare/usual items
Fun/excitement
Experience
+ve
Information (Easy)
Good deals
& Research Efficient
-ve:
Exciting
Safety
Smart
Confidence about product
delivery
-ve:
Whether it’s a good deal
Safety
Lack of relevance
Anonymity of seller
Up to 12 to 24 months
24. Internet User E-commerce Development
Auctions
ce
On-line
e/Confidenc
Retail
Transactions
+ve
Rare/usual items
Fun/excitement
Experience
+ve
Information (Easy)
Good deals
& Research Efficient
-ve:
Exciting
Safety
Smart
Confidence about product
delivery
-ve:
Whether it’s a good deal
Safety
Lack of relevance
Anonymity of seller
Up to 12 to 24 months
25. Yesterday….
Sales Reports
Transactional
Board Reports
Systems
Site Reports
26. Yesterday….
Sales Reports
Transactional
Board Reports
Systems
Site Reports
27. Today….
Country
Management
Group
Information
Transactional Management
Extracts
Factory
Systems
Functional
Management
g
28. Today….
Country
Management
Group
Information
Transactional Management
Extracts
Factory
Systems
Functional
Management
g
29. Tomorrow….
Country
Management
Rules
Group
Knowledge
Transactional Management
Repository
Systems
Extracts
Functional
Management
g
30. Tomorrow….
Country
Management
Rules
Group
Knowledge
Transactional Management
Repository
Systems
Extracts
Functional
Management
g
31. Business and Customer Intelligence
Strategy
Phase 1- Integrated Reporting
Site
Analysi Tools
Analysts
is
Live
Trading
Managers
g
Data Warehouse
Reporting Environment
Customer
Service
g
Partners
Financials
Third Party
Data
32. Business and Customer Intelligence
Strategy
Phase 1- Integrated Reporting
Site
Analysi Tools
Analysts
is
Live
Trading
Managers
g
Data Warehouse
Reporting Environment
Customer
Service
g
Partners
Financials
Third Party
Data
33. Implementation Approach
Localised Documents
Local
Ad-hoc Queries
Analysts
Support
Training
Best Practice
Users
Users
Users
Centre
Development
Corporate Documents
Administration
Security
Expertise
“Centralise D
“C t li Development and Technology - L
l t dT h l Localise Usage and Support”
li U dS t”
34. Implementation Approach
Localised Documents
Local
Ad-hoc Queries
Analysts
Support
Training
Best Practice
Users
Users
Users
Centre
Development
Corporate Documents
Administration
Security
Expertise
“Centralise D
“C t li Development and Technology - L
l t dT h l Localise Usage and Support”
li U dS t”
35. CRM Technology Framework
Information
& Analysis
Systems
Marketing
Data Warehouse Systems
Transaction
Systems
36. CRM Technology Framework
Information
& Analysis
Systems
Marketing
Data Warehouse Systems
Transaction
Systems
53. The not‐so secret approach to getting
performance tracking right…
f k h
Organisational goals and
objectives
Online goals and objectives
Online KPIs
54. The not‐so secret approach to getting
performance tracking right…
f k h
Organisational goals and
objectives
Online goals and objectives
Online KPIs
55. Some simple questions to help you get
your KPIs right
h
• State the online marketing objective
• What does that really mean?
• What d
h does good l k lik ? What will b
d look like? h ill be
happening differently if you are meeting this
objective?
bj i ?
• Can these behaviours or outcomes be
measured? How?
• Are these metrics good enough to be KPIs?
g g
56. Some simple questions to help you get
your KPIs right
h
• State the online marketing objective
• What does that really mean?
• What d
h does good l k lik ? What will b
d look like? h ill be
happening differently if you are meeting this
objective?
bj i ?
• Can these behaviours or outcomes be
measured? How?
• Are these metrics good enough to be KPIs?
g g
57. Good KPIs are “Übermetrics”…
Übermetrics …
Easy to
Actionable
understand
Strategic
Based on
measures of
valid data
success
Good KPI
58. Good KPIs are “Übermetrics”…
Übermetrics …
Easy to
Actionable
understand
Strategic
Based on
measures of
valid data
success
Good KPI
95. A user centric framework…
Who visits the site? Why do they visit the What do they do on the
site? site?
?
?
?
?
96. A user centric framework…
Who visits the site? Why do they visit the What do they do on the
site? site?
?
?
?
?
97. Happy Trackers ( )
ppy (6%)
Happy Trackers mainly use the site for Track and Trace
and little else
In terms of profile they tend to have a stronger
business slant and be slightly older than on average
They are not heavy users of the site and their visits are
relatively light and narrow – all they do is use Track and
Trace
However they are happy with what they do, they rate
the site functionality the best out of all the segments
98. Happy Trackers ( )
ppy (6%)
Happy Trackers mainly use the site for Track and Trace
and little else
In terms of profile they tend to have a stronger
business slant and be slightly older than on average
They are not heavy users of the site and their visits are
relatively light and narrow – all they do is use Track and
Trace
However they are happy with what they do, they rate
the site functionality the best out of all the segments
99. Cottage Industrialists (2%)
g ()
Cottage Industrialists are frequent users of the site and
they mainly come looking for information on postal
prices, delivery services, parcel information and the
like.
Half of this segment are involved in some type of
online auction related activity and over the course of
their lifetime they tend to look at the broadest amount
of content on the site. Quite often they will be using
the search function to do this
They are reasonably happy with the customer
experience on the site and are more likely than on
average to recommend the site to others
100. Cottage Industrialists (2%)
g ()
Cottage Industrialists are frequent users of the site and
they mainly come looking for information on postal
prices, delivery services, parcel information and the
like.
Half of this segment are involved in some type of
online auction related activity and over the course of
their lifetime they tend to look at the broadest amount
of content on the site. Quite often they will be using
the search function to do this
They are reasonably happy with the customer
experience on the site and are more likely than on
average to recommend the site to others
101. The user centric framework…in action
Who visits the site? Why do they visit the What do they do on the
site and what do they
hat the site?
think of it?
102. The user centric framework…in action
Who visits the site? Why do they visit the What do they do on the
site and what do they
hat the site?
think of it?
103. Most people who visit your website…
Only visit once
once…
Generally only look at one page…
Most lik l only stay f one minute…
likely l for i
And probably only transact with you once
104. Most people who visit your website…
Only visit once
once…
Generally only look at one page…
Most lik l only stay f one minute…
likely l for i
And probably only transact with you once
111. Predicting segment membership
75% shoppers 25% shoppers
43% items sold 57% items sold
“1 to 2” conversion
Repeat Visitor Single order Repeat
Only
y shoppers
pp shoppers
pp
Events and triggers
Probable segment membership
11 product
based segments
Profiled on shopping
Profiled on category behaviour, purchasing
Profiled on category
purchasing, category behaviour, category
browsing browsing, lifecycles, mos
browsing, plus opt‐in
aic, opt‐in
112. Predicting segment membership
75% shoppers 25% shoppers
43% items sold 57% items sold
“1 to 2” conversion
Repeat Visitor Single order Repeat
Only
y shoppers
pp shoppers
pp
Events and triggers
Probable segment membership
11 product
based segments
Profiled on shopping
Profiled on category behaviour, purchasing
Profiled on category
purchasing, category behaviour, category
browsing browsing, lifecycles, mos
browsing, plus opt‐in
aic, opt‐in