Comment améliorer les performances de vos campagnes grâce à l’analytics ?

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Devenu mature, le secteur du e-commerce doit maintenant trouver les leviers adéquats pour s’assurer de la croissance dans un écosystème où le parcours du consommateur n’est plus linéaire. Segmentation, qualication ou scoring de bases de données sont désormais des approches incontournables pour identifier vos opportunités stratégiques. Découvrez une série de best practices permettant de piloter avec efficacité votre activité, d’adapter vos messages et d’anticiper les réactions de vos clients. Présentation réalisée lors du salon Ecommerce 2013 par Stéphane Martis, Responsable Analytis France et Magalie Lasfargues, Consultante

Text of Comment améliorer les performances de vos campagnes grâce à l’analytics ?

  • 1. 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. 2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Comment amliorer les performances de vos campagnes grce lanalytics ? Connatre, mesurer, segmenter et prvoir

2. 22013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22013 Experian Information Solutions, Inc. All rights reserved. Experian Public. INTERVENANTS Magalie Lasfargues Consultante en marketing relationnel Stphane Martis Responsable Analytics 3. 32013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 32013 Experian Information Solutions, Inc. All rights reserved. Experian Public. LANALYTICS Les challenges La connaissance client Le-segmentation Le prdictif 4. 42013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 42013 Experian Information Solutions, Inc. All rights reserved. Experian Public. QUI SOMMES-NOUS? ? 5. 52013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 52013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Experian Marketing Services Nos expertises Qualit des donnes Connaissance client & ciblage Marketing Cross Canal 6. 62013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 62013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Intelligent interactions. Every time. 7. 72013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 72013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Experian Marketing Services En France 1 0001 000 CLIENTS EN FRANCE 170 COLLABORATEURS SUR 2 SITES (LILLE ET PARIS) quipes Commerciales quipes Dveloppement quipes Delivery quipes Fonctions Support quipes Marketing 8. 82013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 82013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Experian Marketing Services Plus de 30 ans dexpertise en marketing 33 9009001 0051 005 COLLABORATEURS DANS PLUS DE 30 PAYS M$ de CHIFFRE DAFFAIRES 10 00010 000 CLIENTS A TRAVERS LE MONDE 9. 92013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 92013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Lempreinte dExperian travers le monde 17 000 EMPLOYS DANS LE MONDE UN CHIFFRE DAFFAIRES DE 4,5 MILLIARDS DE $ 10. 102013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 102013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Nos clients Partenaire des marques leaders dans leurs secteurs Retail & E-commerce Retail & E-commerce Tourisme & Loisirs Tourisme & Loisirs FinanceFinance AssuranceAssurance TelcoTelco Biens de consommation Biens de consommation 11. 112013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 112013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Quels sont les nouveaux challenges relever ? 12. 122013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 122013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Challenge #1 Life is the channel ! 13. 132013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 132013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Une nouvelle ralit Vos clients choisissent o, quand et comment ils souhaitent interagir avec vous. 14. 142013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 142013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Le changement est visible partout Photo Source: NBC News & Pressly Qui parmi vous est connect, consulte ses emails ou joue Candy Crush ? Qui parmi vous est connect, consulte ses emails ou joue Candy Crush ? 15. 152013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 152013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Challenge #2 Big DataBig Data 16. 162013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 162013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Marge de progression ? 60%McKinsey estime que les retailers pourraient am liorer leurs marges op rationnelles de 60% en utilisant mieux leurs donnes. 17. 172013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 172013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Explosion de la DATA 2.8 Zettabytes Crs en 2012 (cest 2.8 Trillion de Gigabytes) 5% des donnes disponibles sont actuellement utilises (en moyenne) 70-85% de ces donnes ne sont pas Structures Gartner 18. 182013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 182013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Comment faire face ces nouveaux challenges ? 19. 192013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 192013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Mad Men 20. 202013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 202013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Math Men 21. 212013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 212013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3 problmatiques cls pour lamlioration de la performance 22. 222013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 222013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Problmatique #1 La connaissance client 23. 232013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 232013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Les questions sont multiples Diminishing click rates Rise of deliverability issues Fragile subscribers loyaltyStagnation of campaigns ROI On campaigns performance Subscribers activitySubscribers fidelity Subscribers campaigns acceptance Qui sont-ils? Clients rentables Clients fidles Clients en perte de vitesse Quels sont les ? Approches on et off line privilgier Meilleures offres prsenter Produits et services qui les intressent Nouvelles opportunits saisir Comment ? Prfrent-ils changer avec ma marque Recruter de nouveaux ambassadeurs Adapter le ton du message 24. 242013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 242013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Les informations recueillir Diminishing click rates Rise of deliverability issues Fragile subscribers loyaltyStagnation of campaigns ROI On campaigns performance Subscribers activitySubscribers fidelity Subscribers campaigns acceptance Mesures & objectifs Socio- D mo Valeur Client Attitudes Comportements dachat Consommation Media 25. 252013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 252013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Rconciliation des donnes Diminishing click rates Rise of deliverability issues Fragile subscribers loyaltyStagnation of campaigns ROI On campaigns performance Subscribers activitySubscribers fidelity Subscribers campaigns acceptance Interaction Client Donn es enregistr es Savoir r concilier les donn es est le socle de la connaissance client et du marketing cross canal Inscription aux offres par sms Inscription aux offres par sms Nom Email N mobile Nom Email N mobile Mobile Inscription la newsletter Inscription la newsletter Nom Email Nom Email Email Connexion Facebook Connexion Facebook Nom Facebook ID Nom Facebook ID SocialeCommerce Cration dun compte sur le site Cration dun compte sur le site Nom Email Nom Email Achat par carte de crdit Achat par carte de crdit Nom Code Postal Nom Code Postal Magasin Demande de catalogue Demande de catalogue Nom Adresse postale Nom Adresse postale Catalogue 26. 262013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 262013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Disposer dune vision complte = Vision 360 ++ ++ Ce que vous savez aujourdhui Int ractions Achats Anniversair e Adresse & @ctivit Open Click Mod les Insights App tences Segmentatio n 3rd party data Sociod mographie Localisation 27. 272013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 272013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Descriptif complet Quelle est sa valeur ? Qui est- elle ? Segment Comment communiquer ? Comment ladresser ? Fait r guli rement du sport : yoga Se d place v lo, na pas de voiture Ne peut plus quitter son iphone Nouvelles cuisines Regarde les chaines de voyage Elite urbaine segment MOSAIC availle dans les services financiers Travaille dur ; appr cie samuser Marque forte & sensible la qualit Faites moi gagner