Technology Is An Enabler Not A Solution By Max Goijarts

© 2016 • OnModus • All rights reserved. © 2016 • OnModus • All rights reserved.

“Technology is an Enabler not a Solution”

London, November 2nd, 2016Max Goijarts


2014 2015 2016-172012

Attract Convert Advocate

Initiate

Radiate

Align

Optimize

Nurture

Engage

LifetimeCustomers

Uses a “brochure

site” presence on

the web with

email campaign

capabilities and

web analytics.

Focuses on

distributing content

across channels

starting with the

customer’s most

used channels.

Examples include

establishing a

mobile site and

sharing content on

social networks.

Aligns digital

initiatives with

strategic and

marketing

objectives. Content

is optimized to

focus on customer

needs and

intentions.

Focuses on

optimizing digital

initiatives. Uses a

combination of

analytics aimed

at actionable

insights and then

optimization is

executed with

testing and

personalization.

Focuses on the

customer and

builds strong

relationships

through automated

trigger-based

dialogue. Relevant

conversations

happen in

the customer’s

preferred channels.

Establishes

the data

infrastructure that

connects online

and offline

customer data

repositories

into a central

customer

repository.

Customer profile

data can be used

in real time for

relevant

one-on-one

dialogue across

channels.

Optimize the

connected

cross-channel

customer

experience by using

real time data and

predictive analytics

to anticipate the

needs of customers

and create timely

relevant one-to-one

dialogue.

Maturity

AssessInsights &prioritize

Digital Maturity RoadmapCustomer Experience Maturity Model


Connected Customer Experiences

Apps

Customer Support

CRM

WebsiteSocial

Store

Social

eCommerce

Shop

Partners

Events

IoT

POS

Loyalty


Decision moments

Switch moments

Decision moments

Switch moments

From Customer Journey to Mother’s Journey

© 2016 • OnModus • All rights reserved.

A relevant and personal timeline


Connected Data & Personalisation Case


Digital

touchpoints

Physical

touchpoints

AWARENESS CONSIDERATION ACTION SERVICE LOYALTY

TV

Radio

Print

Outdoor

PR Word

of mouth

Direct mail Store Call center Call center IVR Promotion

on invoice

Online Ads

Viral

email

Digital

billboards SearchLanding

page Blog

3rd Party

sites Website Mobile IM/Chat Blog Email Newsletter

Managed touchpoint

Unmanaged touchpoint

Customer 3Customer 2Customer 1

Every Customer’s Journey andexperience to success is different


Multiple owned touchpoints

Website Mobile App Events + DM Magic mirror POS Vending machine

Contact centre

Data Hub & Customer Experience Platform


Suzanne 27y old, daughter of 7 months

She uses multiple touchpoints with our brands


Mother’s Journey – Data Tells the Story

Nutrition

Ailments

Emotional wellbeing

Breastfeeding

Bottle feedingBaby

development

Firstpregnancy

Pregnantagain

Back to Work

Pre-Pregnant

Pregnant

Baby 0-6Months

Baby7-12Months

Toddler

Nutrition

Ailments

Emotional wellbeing

Breastfeeding

Bottle feedingBaby

development

Firstpregnancy

Pregnantagain

Back to Work

Pre-Pregnant

Pregnant

Baby 0-6Months

Baby7-12Months

Toddler

Nutrition

Ailments

Emotional wellbeing

Breastfeeding

Bottle feedingBaby

development

Firstpregnancy

Pregnantagain

Back to Work

Pre-Pregnant

Pregnant

Baby 0-6Months

Baby7-12Months

Toddler

Pre-Pregnant

Pregnant

Baby 0-6Months

Baby7-12Months

Toddler

Nutrition

Ailments

Emotional wellbeing

Breastfeeding

Bottle feedingBaby

development

Firstpregnancy

Pregnantagain

Back to Work

Pre-Pregnant

Pregnant

Baby 0-6Months

Baby7-12Months

Toddler

Nutrition

Ailments

Emotional wellbeing

Breastfeeding

Bottle feedingBaby

development

Firstpregnancy

Pregnantagain

Back to Work

My Situation Profile Interest Profile

mobile

Profile pattern match Profile pattern match


Experience Profile – Tells Each Mother Journey Story

11

Attracted by content “What Not to Eat” in

Week 18

Revisits to read content about

pregnancy

Becomes member and makes purchase

Revisits to read content about

pregnancy

Uses Careline as an existing customer


Our Process for Creating Data-driven Experiences

Look for insights

Enable TestConfigure

& implement

Create personaliz

ation variants

Identify Pages

Get Data Insights

Strategic Priorities


Insights Based on Visitor Segments

Nutrition

Baby

PregnantPatterns for

Segments

and themes

© 2016 • OnModus • All rights reserved. 14

Pages by Engagement Value and VisitsGoals By Channel Which goals convert best –segment and

channel

Which pages earn engagement

value?

Data extraction for insights

Great pages to usepersonalization

and testing!


Results: the personalization Effect


From segmentation to coupon discount


Personalization Test: Increase buys for Nutrilon

12% conversion rate for completed purchases

Original - Default

Personalization Variant I(Nutrilon 1 – pattern = baby younger than 6 months)

Personalization Variant II(Nutrilon 2 – pattern = baby older than 6 months)



Nutrilon is always

available online!

No worries, Nutrilon

is always available

online

Especially for your

child from 6 months


Personalization Test: Increase Careline Chat Goal

39% increase in conversions for Careline Chat vs

default

Default

If first visit and entry page is home

Welcome. Do you have

any questions about our

products? Contact us.

Welcome. If you have

any questions? Contact

us.


Summary of Results – Personalization and AB Test:

Test Name Objective Results Notes

Eerste hapje - first bite Increase visits to web shop 76% uplift

Dagmenu – Day menu Increase visits to web shop 42% uplift Also headline text test

Careline CTA on Home Page Increase Careline usage 39% uplift for Chat15% uplift for email

Flesvoeding – Bottle Feeding First Increase purchases 19% uplift12% uplift

19% uplift – personalization variant 212% uplift – personalization variant 1

Olvarit – First Test Increase engagement 19% uplift

Olvarit – Second Test Increase engagement 47% uplift

Flesvoeding – Bottle Feeding Second Increase purchases 67% uplift New CTA based on learning!

Nutrilon.nl Increase purchases 4% uplift

Feeding Schedule 4 Months Increase engagement 205% uplift Targeting “express buyers”

Free Gift CTA – Home Page Increase membership 50% uplift Important lessons learned!

Free Gift CTA - My Nutricia Landing Increase membership 26% uplift Important lessons learned!

24%AVERAGE CONVERSION UPLIFT


Technology is an enabler not a solution


All-providing genetically engineered animal


One trick Pony


Martech Landscaping – Quick learnings

Technology and partner/ vendor selection• Do they have the ability to execute. “Do they drink their own champagne”• What is my reach within the company when confronted with a problem (test this)• Do we have a DNA and cultural fit, are they sincere

Operational• It is still about people, look at operations, whom has to handle different UI and for which purposes. • Can you scale effectively when necessary, budget and skilled resources? • Do I have to get sign offs on too many tools? > Entrepreneurial space available, freedom to act, legal

Stakeholder management• Share a (technology) vision and address how it fits in the complete tech stack; • But focus on outcomes, not technology; • Emphasize personalization and experience


Digital Team & Business Transformation


Technology is an enabler not a solution• Build and adapt

Data First Strategy• Build the data foundation

Continuously Research Behavior • Experience data profiles provide important intelligence• Close the gap between insight and action

Learn new Competencies• Increased competencies lead to increased results with personalization and testing• New career opportunities

Track performance and communicate back• Personalization tactics increase conversion and basket size• Stronger Calls to Action lead to better results…

So most important, start now, learning by doing already will drive results!

Digital Team & Business Transformation – Quick learnings


THANK YOU!


Drawing on experience across marketing and technology, OnModus mediates, navigates and accelerates the interaction between customers, partners and vendors, and takes the guesswork out of developing great (Brand) Customer Experience and companywide Digital Transformation.

Fifteen years of experience using technology to drive marketing initiatives for:

Max Goijarts > [email protected]

Marketing

Technology Is An Enabler Not A Solution By Max Goijarts