Upload
mobile-marketing-magazine
View
102
Download
3
Embed Size (px)
DESCRIPTION
Presentation by Rob Thurner, Managing Partner, Burn the Sky and Shireen Hadaddeen, Sports CRM Early Life Specialist, Betfair.
Citation preview
Personalisation ….
Shifting from Product Development to Customer Development
Rob Thurner & Shireen Haddadeen
18.9.14
Rob Thurner Consultant, trainer, author
• Managing Partner, Burn the Sky • digital agency making brands mobile • consultancy & strategy, design & build, CRM, mobile media, op=misa=on
• Digital Marke=ng tutor and trainer • Econsultancy, IDM, Haymarket • Europe & USA
• Author • mCommerce and mCRM books
• Projects • BeEair, Ladbrokes, Paddy Power
Shireen Haddadeen CRM & Early Life Executive
• CRM Execu=ve • Specialising in engagement of early life customers to nurture
through to reten=on • Exploring how to persuasively integrate personalisa=on to data
segmenta=on in campaigns to op=mise LTV
• Gaming Experience 2009 -‐ present • Customer services conversion agent • Casino CRM reten=on execu=ve • Casino & Games CRM conversion & early life execu=ve • Sportsbook & Exchange CRM early life execu=ve
Making mobile pay
“There’s considerable interest in and enthusiasm for mobility … most organisa=ons s=ll have much work to do to make mobility a core and beneficial element of their business … 86% of brands have not seen mobility ini5a5ves pay for themselves.”
Accenture Mobility Insights Report 2014
Most focus on customer acquisition
Mobile advertising
Site +app development
Social Mobile Mobile PPC
Bigger opportunity for long term loyalty
Mobile advertising
Site & app evelopment
Social Mobile Mobile PPC
Messaging
Mobile Payments
Data Integration
Geolocation, NFC &
iBeacons
CRM & Loyalty
Programmes
Second screen
Coupons Augmented
Reality Mobile Wallets
Video Content
Web Design, Build & UX
m-Commerce
Extracting value from existing clients
0
10
20
30
40
50
60
1 2 3 4 5
Profi
t Ind
ex
Years
Impact on profits
Profit from referrals
Profit from reduced costs to serve
Profit from price premium
Profit from increased purchases
Base profit
Source: Harvard Business School
How are you rewarding fickle customers?
PRODUCT
ONLINE RETAIL
MOBILE
EXPERIENCE
CUSTOMER
MOBILE
Business focus
#1 Develop customer personas
Buzz seekers Regular blokes
Career guys Routine strugglers
• Mosaic profile • Deposit amounts • Channels used to engage with products • Bet risk levels • Using net loss to emo=onally drive engagement
Personas | Ladbrokes
#2 Customer insights | Betting motivators
• Winning • Adrenalin • Risk • Thrill • Escapism • Challenge • Glamour • Social • Fun
#2 Customer insights | EE realtime data
78% 21% 24 41
Photo Sharers
880MB £££ 8.3%
Music Lovers
54% 42% 24 52
900MB £££ 3.8%
Mobile Maxers
52% 44% 28 139
1.7GB £££ 7.9%
#3 Review the customer journey • Early Life – Incuba=on Period • Ac=ve – Nurturing reten=on • Churn – Curbing life cycle • Lapsing – Drop off • Dormant – Dead • Registered not funded
Source: sensei customer lifecycle
or
• Crea=ve • Offer • Timing • Products • Target audience
Typical impact on results
Typical =me and effort
#4 Create bespoke CRM plans
Future Value
Current Value
HIGH
LOW HIGH
Tailored Propositions Cross and Up Sell
Retention Program
Cost Management
Recognition & Stimulation
Program
Relationship Maintenance
Program
Maximise current and future value through personalisation
#4 Create bespoke CRM plans
#5 Effective CRM campaigns
‘The use of colour and psychological principles of persuasion provide powerful ways to engage emo=onally with others, our environment, and brands.’
Nathalie Nahai, The Web Psychologist
Building in personalisation
• Using dynamic fields to reference favourite sports, team names, game names, deposit & reward visual monetary values, and crea=ve content to iden=fy with customers on an individual level
• Personalisa=on is par=cularly influen=al in emo=onal engagement enabling an operator to reverse nega=ve impressions or experiences
Best practice | 32red welcome
Wild Casino acquired by 32Red – Intro Email
• Warm personalised welcome feel • Referencing first name basis, loyalty • Trust, safe, building rapport • History of the company, who they are • Referencing their awards & achievements
for service and credibility • Sign off mimics a real signature
Best practice | betfair cross-sell
BeEair World Cup X-‐sell
• World Cup X-‐sell for addi=onal offers
• Crea=ve – emo=ons resonate: thrill, excitement, adrenalin
• Crea=ve Link to Target Audience: World Cup, Football
• Crea=ve combines Casino, adrenalin, fun with sports
Best practice | betfair balance reminder
BeEair Balance Reminder
• Welcome warm feel • Crea=ve – inspira=on to
deposit > buy chips • First name personalised feel,
deposit reminder to boost balance
Best practice | Coral winning bet
Cheltenham 2014 – Coral
• New customer for sign up Cheltenham offer that came in
• First name reaffirming winning first experience with Coral, -‐ refers in subject line, and main crea=ve and repeated 3rd =me in the copy
Rich media
‘One minute of video is the storytelling equivalent to reading 1.8 million words.’
-‐ Dr James McQuivey, Forrester
Volume - Socio-demographic
Value – 30 days
Predictive
Behavioural
Click-path
Personalised
Refined
#6 Constant fine tuning
Registration data (volume)
Bet / gaming history
Modelled
Recency, Frequency, Value
Omniture, Site Catalyst, AD-X
Additional bet / gaming activity
Ongoing bet / gaming activity
+ EXTERNAL
DATA FEEDS
Execution | Multi Stage in-event CRM
Race 1
Race 2 Offer 1
Race 2 Offer 2
Race 2 Offer 1
Race 2 Offer 2
Win 1st
Race
Yes
No
Race 3 Offer 1
Race 3 Offer 2
Race 3 Offer 1
Race 3 Offer 2
Win 2nd
Race
Yes
No
Win 3rd
Race
Yes
No
Race 4 Offer 1
Race 4 Offer 2
Race 4 Offer 1
Race 4 Offer 2
Win 4th
Race
Customer Places bet on 1st Race
Based on outcome of 1st race – different
offers automatically sent to customer via
relevant channel
As with previous race – different offers / best prices to encourage
further bet
Initially via mobile app push
Subsequent email / SMS
comms in phase 2
#7 Win over stakeholders
Source: burnthesky.com
Our approach Burn The Sky approach
Tips for CRM personalisation
• Technology delivery based on improving user experience and engagement
• Agile and long term investment plan across whole customer journey
• Smart mobile analy=cs to deliver genuine insight and measure effect
• Ac=ve involvement from top management • Input from external experts delivering proven solu=ons