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When Offline meets Online
05/01/2023 © 2015 2
Your customers transact over many different channels….
05/01/2023 © 2015 3
Leaving behind rich data that is stored and used in compartments
Offline CRM Email Mobile App
Clickstream TV ads Retail store
Unleash power of data by combining online & offline
Customer One-view
TV
The combination of channel, time, creative that drives people to
your website
Offline CRM
Desktopwebsite
Mobilewebsite
App
Online Data collected through
Vizury tagsNumber of Visits,
Product seen, Products carted, Products bought, Registered or not
Past purchases, Total Value of
Purchases, Gender, Age
Shared on SFTP location as an excel file with daily updates
Connected through hashed
CRM ID
Programmatic
Google, FacebookLocal DSPs
Call Centre
Prioritize high-value callers based on their
intent scores05/01/2023 © 2015 4
Let’s Deep DiveTV
Measuring the impact of TV ads on online business transactions
Industry: E-commerceOffline Data: TV Campaign Data – when/where ads shownOnline Data: Website Behavior
05/01/2023 © 2015 6
Infotainment channels have the best performance during 4PM slot.
TV Works!
2nd spot Ad is more effective than 1st spot Ad
Ad on English entertainment
channel creates an immediate
impact on website traffic
for thenext
1 minute
Animal Planet,
Discovery, TLC ads
perform well during 4PM
slot.Analyse and Optimise the
TV Spend…05/01/2023 © 2015 7
Latency of weekend Ads
Latency of Ads on Friday evening till Saturday is very evidently visible on Sunday from 10 AM to 1PM. Latency of weekend ads also trickles down to Monday.
05/01/2023 © 2015 8
Impa
ct o
f TV
on
Face
book
& E
mai
l
05/01/2023 © 2015 9
ROI with Second Screen Engagement…
30k Daily Visits
1000 Conversions$2500 Avg.
Order Value
05/01/2023 © 2015 10
Let’s Deep DiveCall Centre
Using online behavior data to improve offline customer transactions
Industry: InsuranceOffline Channel: Call centerOnline Data: Website Behavior
05/01/2023 © 2015 12
Policies seen?
Browser
Last activity
?City?
Repeat visits?
Time spent?
Over 30 online behavioral attributes drive call center transactions offline
Number of
sessions?
Category of the plan?
Number of plans seen?
05/01/2023 © 2015 13
Visited site 5 times in last one week
Made 3 visits to a specific insurance plan
Filled up the enquiry form
Was researching multiple insurance policies
No clear interest shown in sessions
Filled up the enquiry form
Score Score
“HOT” Lead
“COLD” Lead
05/01/2023 © 2015 14
User BPriority Call Back Visited once 3 days back
Dropped off from the home page
Was researching multiple insurance policies
No clear interest shown in sessions
Filled up the enquiry formimprovement in their sales funnel efficiency, call center can efficiently prioritize "Hot” leadsResults
“HOT” Lead
“COLD” Lead
4X05/01/2023 © 2015 15
User scoring mapped with call center disposition data
Lead Score Lead Score
4X improvement in call center efficiency
48% 73%Contacted
19% 22%Not Interested
16% 13%Interested
5% 18%Sales
05/01/2023 © 2015 16
“COLD” “HOT”
Let’s Deep DiveProgrammatic
Programmatic ads help a leading bank meet offline customers across online channels
Industry: BankingOffline Data: Customer Account Data & ScorecardsOnline Channel: Programmatic Display
05/01/2023 © 2015 18
05/01/2023 © 2015 19
India’s leading Bank exploring Engage to boost Personal Loan and Credit Card sales
Personalized Banners
20%
Reduced CPA for Credit Cards
Reduced CPA for Personal Loans
15%
Results
When Offline meets Online05/01/2023 © 2015 20
Thank you