e-marketing paris 2013 - analyser le comportement des consommateurs pour offrir un parcours...
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"Analyser le comportement des consommateurs pour offrir un parcours personnalise...et maximiser le ROI" présentation d’Arianna Galante, Directeur Général ContactLab France.TRANSCRIPT
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ANALYSER LE COMPORTEMENT DES CONSOMMATEURS POUR OFFRIR UN PARCOURS PERSONNALISE… ET MAXIMISER LE ROI Arianna Galante, Directeur Général France / Director of Agency Dept. Paris, 30 janvier 2013
@contactlab @digitalzia #EMP2013
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Plus de 1.000 clients
Plus de 40 millions d’emails et 400 campagnes routés par jour
15 ans d’expérience
Plus de 120 experts dans l’email marketing
5 bureaux à Milan, Paris, Munich, Londres et Madrid
1 positionnement unique :
• Technologie : Routeur
• Créativité : Agence
• Analyse : Business Intelligence
CONTACTLAB EN BREF
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTACTLAB EN BREF
Stratégies de communication digitale
Sites / mini-sites
Sondages Jeux concours Emails Médias sociaux
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTACTLAB EN BREF
Accompagnement complet
reporting et analyse
déploiement et testing
stratégie
création
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTACTLAB EN BREF
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Conçue et développée par ContactLab
Collecte et archive des milliers d’emails chaque jour o 4 000 000 de newsletters o 15 000 announceurs o 5 langues o 20 secteurs d’activité
Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuite
VEILLE CONCURRENTIELLE (NewsletterMonitor)
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ANALYSER LES COMPORTEMENTS DES CONSOMMATEURS
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
A la bonne personne Personnalisation Segmentation
Au bon moment Suivre le cycle de vie du consommateur Observer le comportement Calibrer timing et fréquence
Respecter les préférences et les habitudes de consommation Garantir une expérience cross-canal fluide
Sur le bon canal www
Le bon message Contenus à valeur ajoutée pour le consommateur Une variété de contenus, pas que de la vente !
LE MANTRA DE L’EMAIL MARKETEUR : LA PERTINENCE
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
LES SATISFACTIONS DE L’EMAIL MARKETEUR : LES RESULTATS
2012: Retour sur investissement de l’email marketing = $ 39.40
Display = $ 22.38 Search = $ 19.71
Social media marketing = $12.90 Mobile = $ 11.37
Direct Marketing Association “The Power of Direct Marketing" (2011-2012)
77% des consommateurs préfèrent recevoir des promotions par email. The 2012 Channel Preference Survey
60% des décideurs dans les entreprises pensent augmenter leur budget en email marketing.
www.strongmail.com/2012marketsurvey
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
LE DEFI : INSTAURER UN DIALOGUE DANS LE TEMPS
Point de contact
Inscription Réception
des messages
Réactivité au
message 1
Réactivité au
message 2
Réactivité au
message n
L’inscription à notre mailing list n’est que le début C’est la réactivité aux messages dans le temps qui sera déterminante pour le succès d’un programme
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
UN OUTIL PUISSANT : LES DATAS
On a des plus en plus d’informations
On est en mesure de mesurer, analyser, comprendre, calibrer non actions
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
Ce qu’ils vous disent (déclaratif) Ce qu’ils font (comportemental)
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
Déclaratif
•Ce que vous avez demandé :
• Simple adresse e-mail
• Profil sociodémographique
• Préférences
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?
Comportemental Email - routeur
Site - web analytics
Offline - CRM
•Les réactions à vos messages :
• Taux d’ouverture et fréquence >> niveau d’appétence/fidélisation
• Taux de clic >> centres d’intérêt
• Conversions (site / offline) >> passages sur le site, type d’achat, valeur moyenne, abandon de panier…
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
SEGMENTATION : CRITERES
Variables socio-démo
• Homme / femme
• Age /anniversaire
• Résidence
• Situation familiale
Variables comportementales
• A ouvert
• A cliqué
• A passé x temps sur site
• A acheté produit A
• A dépensé € y
• A presque acheté le produit B
Variables temporelles
• Date d’inscription
• Dernière ouverture
• Dernier clic
• Dernier achat
L’email marketing devient de plus en plus un processus continu de dialogue centré sur chaque contact
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
EVOLUTION DANS L’UTILISATION DES PLATEFORMES DE ROUTAGE
Aller au-delà des statistiques
traditionnelles des emails
(taux d’ouverture et
de clic)
Interpréter ces variables
(réactivité, préférences,
etc.)
Les compléter avec le
comportement sur le site /
offline
Définir des programmes segmentés et automatisés
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C’est la fin du « batch & blast » ou « spray & pray » !
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
METHODOLOGIE: SAUVES PAR L’AUTOMATISATION !
Identifier les données
disponibles
Définir les segments / messages
Créer des parcours articulés
Mettre en place
processus d’échange des
données
Automatiser le routage
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
UN PARCOURS DE COMMUNICATION COMPORTEMENTAL
ENVOI
Ouvre
Clique
Achète CONFIRMATION
D’ACHAT
UP/CROSS-SELLING
CONSEILS
SONDAGE DE SATISFACTION
N’achète pas POST CLIC
Abandonne le panier
ABANDON DE PANIER
Ne clique pas Surveiller dans le
temps INACTIFS
N’ouvre pas Surveiller dans le
temps INACTIFS
Système d’action / réaction pour suivre le parcours du contact et saisir les opportunités de communication, relance et conversion de façon pertinente
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
DONNEZ LA BIENVENUE
Et n’hésitez pas à relancer si l’offre en vaut la peine
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
DONNEZ LA BIENVENUE
Une offre immédiate Une introduction à la marque
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PERSONNALISEZ VOS MESSAGES
Plus de 50 combinaisons :
1. Situation familiale
2. Conseils produits
3. Promotion magasin
1.
2.
3.
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
IDENTIFIEZ ET RELANCEZ LES INACTIFS
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23
IDENTIFIEZ ET RELANCEZ LES INACTIFS
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24
STIMULEZ L’ACHAT POST CLICK
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
RECUPEREZ LES ABANDONS DE PANIER
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A fashionable reminder! You have fabulous items in your shopping basket...
http://www.emailinstitute.com/email-gallery
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
RECUPEREZ LES ABANDONS DE PANIER (et testez !)
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CREEZ UN PARCOURS POST ACHAT
Up/cross-selling Infos sur la destination Rappel itinéraire et conseils de voyage
Sondage de satisfaction
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTINUEZ A FIDELISER APRES L’ACHAT : SONDAGE DE SATISFACTION
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CONTINUEZ A FIDELISER APRES L’ACHAT : FAITES DU CONSEIL APRES VENTE
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
STIMULEZ LE REACHAT
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ANALYSES TYPE POST CAMPAGNE
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Taux de clic
Taux
d’ouverture
Dimension des cercles : emails envoyés Intensité de la couleur : ventes
Nouvelle collection illy Art Collection par Michelangelo Pistoletto
ANALYSE OUVERTURES / CLICS / VENTES
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Article de l’email Même article / autre
couleur, matière TOTAL COLLECTION AUTRES COLLECTIONS TOTAL
Cdes CA Cdes CA Cdes CA Cdes CA Cdes CA
Ouvertures ONLINE
OFFLINE
Total
Clicks ONLINE
OFFLINE
Total
100 X 6 X
L’INFLUENCE DE L’EMAIL SUR LES ACHATS
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Fenêtre d’influence : 30 jours
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 34
JUSQU’A UN TABLEAU DE BORD PERSONNALISE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 35
JUSQU’A UN TABLEAU DE BORD PERSONNALISE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 36
JUSQU’A UN TABLEAU DE BORD PERSONNALISE
This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
DERNIERES CONSIGNES POUR CONCLURE
Garde à l’effet BIG BROTHER : si le ciblage comportemental n’apporte pas de la valeur, s’il est gratuit et flagrant, il
fait juste peur et nuit à votre réputation
N’oubliez pas le facteur humain : automatiser ne signifie pas déshumaniser, au contraire !
Evitez l’hyper-segmentation : alternez contenus génériques et ciblés : les besoins et les gouts évoluent et trop
segmenter peut vous priver de conversions
Testez, analysez, optimisez : c’est la seule méthode pour identifier les segments les plus captifs dans le temps
Songez toujours à la valeur et à la pertinence de chaque message
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This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ContactLab e-mail & e-marketing evolution
Merci.
Prochain rendez-vous : Les 5 tendances clés de l’ emailmarketing à ne pas manquer en 2013. - 30/01 à 14h Espace Agora
Arianna Galante – [email protected]
www.contactlab.fr
www.newslettermonitor.com
12 rue du Helder
75009 Paris
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