copernica dm summit 2012: ian stuyver - hoe haal ik meer uit mijn e-commerce systeem?

E-commerce integration

Ian Stuyver Xplore Group

@stuyvia ianstuyver

…so mail me maybe

Direct marketing done well is all about the consumer

@EpsilonMktg

Overview

•  The treasure •  Building the data model

•  Profile & collections •  B2B vs B2C •  Example: order line

•  Bridging the gap •  Multi-channel challenge

•  Newsletter opt-out •  Conclusion

•  Q & A

products

prices

customers

promotions

categories

classification

reviews

wishlist

baskets

orders

coupons

variations

pages content

shops

links

affiliates

notifications

cross-selling

up-selling

shipping

payment

visits

statistics

segments

attributes

images

Building the data model

User related

Creating a profile Difference between users and customers!

•  E-mail address •  Name •  Address •  Gender •  Birthday •  Newsletter •  Marketing data

•  When to ask for what information ?

•  Don’t ask too much during registration!

Profile decision

What to choose as a profile ?

Customer Company

VS

B2C B2B

Company data Additional B2B information

•  Company •  Role •  Department •  Supervisor •  Budget

B2B

Your customer is a company… But mails are read by humans “Business is personal”

Assigning collections

•  A collections is a list of attributes

•  Directly assigned to a profile

•  Each attribute has a key and a value

Product relations Customer creates relations with / between products

•  Abandoned basket •  Wishlist •  Send to friend •  Favorites / likes •  Reviews •  Notifications

Product related

Use products to: •  Announce follow-ups /

new products in series •  Trigger promotions •  Leverage cross-selling •  Additional services

Best announcement time?

Transactions A user / visitor becomes a customer

•  Orders •  Offers

Conversion related

Use prices to: •  Calculate averages •  Minimum & maximum

spent •  Creating sub user groups

Example: order line •  Registered / unregistered •  SKU •  Quantity •  Size / color •  Price •  Catalogs & categories •  Classification •  Product image •  Promotion •  Voucher / coupon usage •  Shipping method •  Payment method •  Upsell / cross-sell •  …

B2C Overview

Customer

Basket line

Wishlist line

Send to friend

Favorite

Review

Order lines

•  Direct relations to the customer

•  Attach product info to the data container

Notifications

B2B Overview

Employees

Offices

Managers

Notifications

Order lines

Company

Offer lines

Bridging the gap

Overview

Sales rep. e-Channel Shop ERP Direct mail Copernica Customer Call center

•  Cross-channel environment

•  Different components and actors

•  Both online & offline

•  Necessity for integration

e-Channel

Direct mail COPERNICA

Customer

Bridging the gap

Via SOAP API

•  Transfer data from e-commerce channel to Copernica

•  Through Copernica SOAP API

•  Closing the gap between e-commerce & direct mail marketing

e-Channel

Direct mail COPERNICA

Customer

Call center Via SOAP API

Shop

Sales rep.

Offline data

ERP

Pickup in store

Cross-channel solution!

The newsletter challenge

e-Channel

Direct mail COPERNICA

Customer

Newsletters challenge

•  Customer opt-in during registration

•  Data is kept in e-channel •  Mails offer opt-out

option, stored in Copernica

•  Should be transferred back to e-channel

•  Different newsletter types •  General •  Brand specific •  Third party

Newsletter opt-out

Conclusion

Conclusion

Hey, I just met you, and this is crazy

But here’s my basket, so mail me maybe profile

order

wishlist

review

Conclusion

•  Copernica bridges gap between e-channel & DM data

•  …and leverages TTL e-commerce approach

•  Think about the data model – profile & collections

•  Integration is more than technical mumbo jumbo

•  e-mail address is unique key

•  Different approach possible / necessary for B2B

•  Choose the (richest) data source

•  Take the cross-channel challenge

•  Integrate newsletter opt-out

Q & A Thank you for your attention

Ian Stuyver Xplore Group

@stuyvia ianstuyver

www.xploregroup.be