Putting Visitor Level Insight into ActionChris Moon, Visit London
Background•Visit London is the official visitor organisation for the capital. We promote London as the world's most exciting city by marketing to domestic and overseas leisure and business visitors, as well as to Londoners.
•MSN – UK Search Executive. Responsible for KPIs and insight to Bing.com
•Visit London (since 2007) – Digital Business Analyst. Responsible for web analytics, reporting, KPIs, digital marketing, SEM, SEO and insight for all aspects of the digital business.
The Next Big Step
•Evolution of Visit London and the digital world
•Forget Farmville and Apps, iPads, Foursquare and hashtags the next big thing is……..DATA.
•54% struggle to achieve a single customer view*
*A dgb report on multichannel marketing. Research conducted by Dynamic Markets. Sep 2010
I Know My Users
•But do you?
•A single customer view will allow you to segment the masses into groups of valuable users
•I don’t need to segment my users.
•Are you sure? Does your website market one product, to one type of person in one marketing channel only?
Got To Keep On Talking
Inspiration
Active Browser
Post Purchase
Post Trip
Abandoned Basket on website
Click Behavioural data on email
Cross sell opportunities
Ratings & review and surveys about VL
Booking, Newsletters with dynamic content and solus
Welcome
Series of welcome emails
Pre Trip
Useful information and cross sell opportunities
Birthday emails
Anniversary emails
Conclusion
Barclaycard UK –Integrating Visitor DataVinesh Chauhan
Vision
• Enable world class multi channel customer experiences
• Lives Made Much Easier
• Integrated analytics at a customer level.
• Utilise vast breadth of data e.g. Transactional, Digital and Demographic, Call Centres
• Leverage 1,000+ analysts across the group trained in SAS analytics, who rarely analyse digital data
Content is DEADBUT
Context is KING
Web Data Universe
Name & Address
Buying Information
Browsing Information
Anonymous Visitors
CustomersVDM
Live ChatOnline
Surveys
What are we doing with VDM?
CustomerDatabase
Product Holdings
Offline Behaviour
Value
Name & AddressCommon
Identifiers
What are we doing with VDM
• Short Tail• Long Tail • Insight + Actions• Fed to targeting/Marketing engine to determine relevant experience• Fraud monitoring• Web Data vs. CSAT Attractors/Detractors
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