adobe presentation 21st august 2018 sid srinivasan · adobe symposium, singapore, 21st august 2018...
TRANSCRIPT
Omni-channel marketing at TataCLiQ.com
Adobe Symposium, Singapore, 21st August 2018
Sidharth [email protected]
(C)LEAN MARKETING
1
WHAT IS TATA CLIQ?
MarketplaceMulti-category portal; roster of Tata
and Non-Tata brands
Omni-Channel (O2O)Seamless integration of offline
and online channels
India’s only and world’s first Phygital Marketplace
+=
2
3
WHAT MAKES THE TATA CLIQ EXPERIENCE UNIQUE?
Brand MegastoreLargest availability of Mass-premium brands
+ +Quick Deliveries
Shipped from the nearest store
Richer ExperiencePersonalised and Location Aware
HOW DO WE VIEW THE CUSTOMER JOURNEY?
4
Graphic courtesy research by PWC
Lean Back Lean In Lean On
WHAT DOES THIS MEAN FOR ME AS A MARKETER?
5
Lean Back Lean In Lean On
How paranoid am I about the relevance of my
communication?
How involved am I in Conversion Optimisation? What is
success?
How do I reduce customer anxiety? How can make it
worth her while?
CTR, Page Views, Page depth
Visit or Visitor Conversion%
Reviews, Repeats & Contacts
Actio
nsM
etric
s
6
WHAT DO I DO WITH THE DATA COMING MY WAY (1/2)?
39% 11%4+ times
5%6+ times
30 70 106
381 934 1496
134,000
13
158
Visits perCustomer
6.4 16.1 26.12.6
Page views perCustomer
Time spent perCustomer (hrs)
REPEATSALL BUYERS ENGAGED ADVOCATES
CRM1
Lifetime Value2
Efficiency Improvement
3
Attribution (Multi-touch)
4
Non-performance Spends
5
Actio
nsPo
pula
r Bra
nd o
n Ta
taCL
iQ
IS 24 HOURS A DAY ENOUGH TO DO ALL THIS?
7Real-Time Monthly or Quarterly
CTRs
Quick wins
Change in controls
Culturalchange
Applause rate
Impressions & Visits
Checkout AbandonmentViewability
Super Tactical
Page DepthAVOC
Super Strategic
Automate
Managers
CMO/VP
Weekly
Page Value
Conversion Rate
Session Quality
Incremental Rev. via testing
Unaided brand recall
Recency/ Frequency
Lifetime Value
Multi-touch attribution
NPS/ Reviews
Cour
tesy
of k
aush
ik.n
et/a
vina
sh/im
pact
-mat
rix-d
igita
l-ana
lytic
s-fra
mew
ork/
Repeats
Met
rics
WHERE DO I START?
8
Lean Back Lean In Lean OnGeo-targeted notifications through Adobe Campaign
Higher CTR & Page Views/ Visit
Contextual personalisation of site/ app for each user using Target
Higher Page Depth & Conversion Rate
Analysing and bucketing into Repeat Cohorts through Analytics
Higher Repeat Rate & Lifetime Value
Start small but Start TODAY
WHAT’S NEXT?
9
Hopefully, we’ll all
change our priorities today J
THANK YOU!