Visitor Centricity : Make your marketing "visitor-centric"

28/04/2015

VISITOR CENTRICITYTHE KEY TO TARGETING, CUSTOMIZATION AND

CONTINUOUS OPTIMIZATION

Stéphanie Legrand– Product Manager

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AGENDA

› Context

› Business examples

› Live demo

› Questions

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CONTEXT

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CUSTOMER LIFE CYCLE

CONTEXT

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CUSTOMER LIFE TIME VALUE

CONTEXT

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COHORT?

CONTEXT

› Marketing spend optimization (even long-term)

› User experience improvements (test & learn)

› Reengage users thanks to targeted campaigns

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MARKETING CHALLENGES

BUSINESS EXAMPLES

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E-COMMERCE

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BUSINESS EXAMPLES

Context: I am a traffic manager at « Avenue des achats »

Purpose: I want to optimize my spending to acquire new buyers

during sales

E-COMMERCE

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RESULTS

Sales 'buyers come in majority from organic sources

Few new conversions directly from marketing

Cohort : 3 weeks of salesPeriod of comparison : 1 month before sales

Visitors Buyers

BANK-INSURANCE

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BUSINESS EXAMPLES

Context: I’m in charge of the marketing automation program at

Bank.fr

Purpose: measure online content impact on conversions (quote on

line )

BANK-INSURANCE

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RESULTS

0%

5%

10%

15%

20%

25%

30%

35%

40%

Conversions (quotes)

+ 15 conversion rate for Retreat category + 10 for Savings

Cohort : February 2015Period: March 2015

Savings Real estate Retreat Cars

MOBILE APPLICATION

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BUSINESS EXAMPLES

Context: I’m the mobile product manager for a News magazine

Purpose: Measure retention of my apps when releasing a new version

MOBILE APPLICATION

90% users who came on the 14/01 are still active 5 days later

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RESULTS

CROSS-DEVICE

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BUSINESS EXAMPLES

Context: I’m analyst in a Classified company

Purpose: Analyze the cross-device behavior of my users on a long

term period

CROSS-DEVICE

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RESULTS

1/3 of users are still connecting 2 months after.

Retention is better on tablet.

Cohort January Period : February-March

CROSS-DEVICE

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RESULTS

The device seems crucial for the retention

Explore the cross device use to see if users begin their

experience creating the account on PC’s then use mainly

tablets or smartphones?

DEMO

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DEMO

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DEMO

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SEGMENTS

DATA QUERY

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