on the edge reading - silverstone pancentric - hannah bodley & sibbs singh
DESCRIPTION
Topic: How Silverstone’s New Digital Approach Gained Them Pole Position * Unlocking the data to understand customer behaviour patterns * How to recognise, and better serve, your customer * Why a "mobile first” strategy was crucial fro Silverstone * Their focus on integration, responsivity and commitment to a data driven approach * What’s next for Silverstone’s customer-centric approachTRANSCRIPT
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SILVERSTONE:EXPERIENCE IS EVERYTHING
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WHERE WESTARTED
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Silverstone Mission Statement
To be the world’s leading motorsport destination, products
and services brand
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An outdated digital structure
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Lack of data knowledge & insight
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THE PROJECT
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Reviews, tenders, buy-ins
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2011 – 14.62%2012 – 16.55%2013 – 15.22%
2011 – 14.62%2012 – 16.55%2013 – 15.22%
2011 – 0.47%2012 – 9.35%
2013 – 16.88%
2011 – 0.47%2012 – 9.35%
2013 – 16.88%
Digital strategy development
2011 – 84.91%2012 – 74.10%2013 – 67.90%
2011 – 84.91%2012 – 74.10%2013 – 67.90%
Mobile and Tablet device usage spikes by up to 53% over Event weekendsMobile and Tablet device usage spikes by up to 53% over Event weekends
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Collaboration
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Email & data review
Personalisation
Responsive Templates
Organic Growth Mechanics
Interest & History Targeting
Up to 64.5%Open Rates
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WHERE WE ARE NOW
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An integrated responsive website
237kWeb Visits
125kUniques
322kPageviews
£159kDevice Revenue
421kDevice Visits
£36.57Av. Order Value
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Consumer & ecommerce focus
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CollaborationCollaboration Engaging Content
Engaging Content
Responsive Solutions
Responsive Solutions
IntegrationIntegration Data GrowthData
Growth SocialSocial
Strategy framing
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WHAT’S NEXT
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Future developments
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One of our biggest challenges is the worth of social within the business, how do you integrate
social into your overall digital and business strategies?
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THANK YOU
@SilverstoneUK@sibbssingh