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 adquats pour sassurer de la croissance dans un cosystme o le parcours du consommateur nest plus linaire. Segmentation, qualication ou scoring de bases de donnes sont dsormais des approches incontournables pour identifier vos opportunits stratgiques. Dcouvrez une srie de best practices permettant de piloter avec efficacit votre activit, dadapter vos messages et danticiper les ractions de vos clients. Prsentation ralise lors du salon Ecommerce 2013 par Stphane Martis, Responsable Analytis France et Magalie Lasfargues, Consultante

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  • 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 du temps Travail , Sport et sortiesTravail , Sport et sorties Voyages, finance, sites web Yoga et magazines de voyages Tr s forte app tence lachat en ligne Appr cie les catalogues et les offres par email A d pens plus de 450 en vtements de marque lan pass Plus de la moiti en ligne. Membre du programme de fid lit , d pense plus de 1500 avec un concurre 28. 282013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 282013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Bilan de la connaissance client : Une stratgie de contacts ! Fr quenceFr quence MessageMessage OffreOffre CampagneCampagne Segmentation (Socio demo, LTV, transactions, activity)Segmentation (Socio demo, LTV, transactions, activity) Donn es ClientDonn es Client QUI QUAND QUOIQUOI QUOI COMMENT 29. 292013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 292013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Problmatique #2 Le-segmentation 30. 302013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 302013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Comment nous imaginons les clients recevant un email 31. 312013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 312013 Experian Information Solutions, Inc. All rights reserved. Experian Public. La r alit nest pas celle quon croit 32. 322013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 322013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Lemail marketing rencontre quelques turbulences Baisse des taux douvertures et de clics Dlivrabilit toujours plus complexe Fidlit fragile des abonns Stagnation du ROI des campagnes 33. 332013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 332013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Les donnes au service du marketing et du business Ce qui ne se mesure pas ne peut tre amlior 34. 342013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 342013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Identifier les segments les plus contributeurs dans ce dialogue et leurs tendances dvolution Ambassadeurs Boomers Perte de vitesse Potentiels Sur sollicits Endormis Occasionnels et curieux 35. 352013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 352013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Bilan de le-Segmentation : Adapter la pression Marketing, Challenger sa stratgie actuelle @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @@@ @ @ @ @ @ @ @ @ @ @ @ 36. 362013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 362013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Rsultats de le-Segmentation + 15% DE TAUX DE CLIQUEURS 10 % DE TAUX DE DESABONNEMENT EN MOINS 37. 372013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 372013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Problmatique #3 Analyse prdictive 38. 382013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 382013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Identifier des attentes spcifiques 39. 392013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 392013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Comment a marche ? Dtecter des signaux 40. 402013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 402013 Experian Information Solutions, Inc. All rights reserved. Experian Public. des apptences diffrentes . Musique Film Livre 41. 412013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 412013 Experian Information Solutions, Inc. All rights reserved. Experian Public. . De la personnalisation En ligne Machine Learning Moteurs 42. 422013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 422013 Experian Information Solutions, Inc. All rights reserved. Experian Public. un outil daide la dcision Volume des ventes prvues Exemple: Je choisis de cibler les 8% de ma BDD qui me permette datteindre 85% de mes ventes. Les clients qui ont achet par apptence au produit La courbe de gain 43. 432013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 432013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Cas client: un pure player Plus de 10 millions dutilisateurs Plus de 100 millions de rfrences produits Historique dachats complet Des milliards de clics sur le web Des milliards demails sortants Avec le data tracking associ 44. 442013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 44201...

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