Nuon, Online Targeting (with CRM data) - Digital Data Tips Tuesday #4 - Growth through Data - Amsterdam - May 19th 2015 - #DDTT
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Keynote of the 4th #DDTT meetup (http://digitaldata.tips) in Amsterdam, the Netherlands. Nuon presented how they use CRM data to target offerings on their website. Speaker: Iain Davenport. Stay up to date about the #DDTT meeting through our meetup group: http://meetup.com/onlineoptimizers Organizer: Webanalisten.nl / Online Optimizers meetup group Sponsors: Adobe and Relay42
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Nuon, Online Targeting (with CRM data) - Digital Data Tips Tuesday #4 - Growth through Data - Amsterdam - May 19th 2015 - #DDTT
- 1. ONLINE TARGETING Personalising the Nuon website !
- 2. The difference between involvement and commitment ! is like bacon and eggs. The chicken is involved, the ! pig is committed.! ”! “! I’M THE CHICKEN…
- 3. OBJECTIVES 1) increased conversion and renewal! 2) improved customer experience ! 3) create relevance! 4) management control!
- 4. FIRST STEPS 2013: first venture into ! online targeting !
- 5. THE ‘ABC’ MODEL Using cookies to distinguish between ! clients and non clients! A Known client! (logged in)! B C Unknown client! (not logged in)! Not recognised ! as client!
- 7. IT DEPENDENT
- 8. We needed more information ! to be able to identify ! and target a wider ! range of users!
- 9. “WHO IS IT?”
- 12. CUSTOMER BEHAVIOUR Recognising and recording ! online actions ! Pages!Searches! Visits!Time on site! Entry points! Exit points! Bounces! Frequency! Time of day! Products viewed!
- 13. CUSTOMER SEGMENTS Enriching profiles with customer data!
- 15. All ‘District warming’ clients! in the Netherlands.! Defaulters! Contract prolonged <1 month! No contact permission! SAP! Oracle!Siebel! IBM Campaign tool! Business rules! Campaign ID! Customer! segment!
- 16. HASHED CLIENT ID
- 17. Case 1: District heating! Creating on-site relevance for district heating clients! Conditions:! • Search terms! • Visited product page! • Matches segment! • Clicked on e-mail link!
- 18. Case 2: Which energy suits me?! Creating on-site relevance for prospects! Conditions:! • Non client! • Completed energy advice module! • Received advice! • Returns within 30 days!
- 19. 1) Expand targeting possibilities! 2) More targeted segments! 3) Connect search campaigns to a ! relevant message for specific visitors! 4) Expand banner impressions on adserver! ROAD MAP