david kujas, directeur marketing digital
TRANSCRIPT
David Kujas, Directeur Marketing Digital
Accenture Interactive
Introduction to Accenture Interactive
Digital Innovation
Business goal: Winning in Digital
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Digital is opening the traditional marketing funnel creating
new opportunities to influence customer choice.
Spectrum for Dialogue
Interaction to Influence Choice
Spectrum for Dialogue
Interaction to Influence Choice
Consider
Usage
Purchase
Loyalty
Awareness
New Open
Marketing Funnel
Traditional
Marketing Funnel
• Message Push • Few touch-point opportunities
• Dialogue throughout • Many touch-point opportunities
Untapped opportunity to influence choice through dialogue / interaction
Seized opportunity to influence choice through dialogue / interaction
Stand-alone digital marketing processes result in an
inconsistent experience and decreasing marketing effectiveness
Corporate Brand 4 Brand 2 Brand 1 Brand 3 …
Search Social
Media Wireless
Display
Advertising E-mail Website Channel
Campaign
Brands
Constituent
Existing stand-alone marketing processes lead to multiple
campaign contacts and conflicting messages and do not leverage
process and infrastructure efficiencies
Campaign X Campaign Y Campaign Z
Rising communication complexity and costs Limited outcomes Global Conversion Rate
Conversion Rate
First Time Visitors
Conversion Rate
Repeat Visitors
Abandonment Rate
Modern digital marketing requires a new level of integration between marketing,
measurement, and technology
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Marketing is Fueled by Analytics & Technology
Accenture Interactive is a global organization integrating all the digital resources and assets from Accenture and its partners
Mission Statement
To drive superior growth and marketing returns for our clients by bringing together an integrated suite of expert capabilities, tools and platforms
that enable CMOs to accelerate the journey towards agile intelligent marketing in an increasingly digital world.
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Accenture Interactive
Our Mission
Introduction to Accenture Interactive
Digital Innovation
Business goal: Winning in Digital
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Digital Innovation – Intelligent Digital Platforms
Intelligent Digital Platform helps the world’s leading companies
and brands deliver world class digital experiences
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Credential: Procter & Gamble
Accenture Intelligent Digital Platform at P&G
• Removes the one-size-fits all customer
experience
• Puts analytics at the core
• Know more about online visitors to deliver
dynamic, personalised experiences in real-time
• Fast, flexible, relevant interactions driven by
insights gleamed from consumer behaviour
• Provides automated test & learn environment to
deliver 1000s of potential digital experience
variations, determining the best combination to
drive action & continuously optimise experiences
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Digital Innovation – Intent Driven Digital Media
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Hypotheses-driven, systematic testing and optimization of the communication
mix. Performance analyzed and optimized against KPIs and available visitor
context / covariate data.
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Digital Innovation – Dynamic Experience Optimisation
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Online Conversion Optimisation through Automated Mulitvariate Testing Accenture Digital Optimiser – eBay Case Study
4,096 Unique Page Combinations Tested
17.2% increase in conversion rates
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Home page example 4*Headline 4*Top CTA
4*Main Copy
4*End-line
4*Bottom CTA
4*Left Panel
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4,096 tested
versions
On the different landing pages
This tool is used at different levels of the site to choose the best option and we can optimize the conversion and measure
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Results
Internal Search Display
Headline Message + Offer + CtA Message + image + CtA Message + Image + CtA
Main Block Formal Table Table
Endline 250 client per day Testimonial - reassurance Padlock - safety
Call-to-Action Ouvrir Ouvrir Ouvrir
UPLIFT vs control +2.8 % accounts +14.6 % accounts +47.2 % accounts
Introduction to Accenture Interactive
Digital Innovation
Business goal: Winning in Digital
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Winning in Digital
Key success factors
Agile Customer Centric Marketing
Effective Program Management, Collaboration with creative agencies and multiple partners
Place Analytics
& Intelligence
at the core of
the business
Move from
point solutions
to Integrated
Platforms
Define and
implement
end-to-end
managed
service
Enable global
re-use &
personalisation
of content
Integrate
online & offline
worlds
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Alternative journeys to achieve the digital vision
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Vidéo Pantène
