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LinkedIN -Jerome Vittoz - CRM 12 - Thesis MA Final
- 1. Marketing Automation Strategies forCRM leadership Marketing efficiency and revenue generation, analysis of methods that works Jerome Vittoz, Buehlstrasse 47, 8055 Zürich Masterarbeit am Institut für Marketing Management, Zürcher Hochschule für Angewandte Wissenshaften Master Thesis Director: Dr. Roger Seiler Zürcher Hochschule für Angewandte Wissenshaften Supporting Lecturer: Prof Dr. Frank Hannich Zürcher Hochschule für Angewandte Wissenshaften
- 2. 2 1 Introduction 1.1 Preface Aspecial thanks to Petra Staudenmeier, former Head of International Marketing at Lindt & Srpüngli for her support and in making my attendance of this Master program possible. Thanks to Uwe Sommer, Lindt & Sprüngli group Vice President and member of Group Management for his confidence and encouragement in developing digital marketing at Lindt & Sprüngli. I do thank Dr. Roger Seiler and Prof Dr. Frank Hannich – Zürich University of Applied Science for their guidance along the redaction of this paper.
- 3. 3 2 Management Summary Nameof the thesis: Marketing Automation Strategies for CRM leadership: Marketing efficiency and revenue generation, analysis of methods that works. Objectives: The objectives of the thesis is to help the reader understand how Marketing Automation strategies lead companies to CRM leadership and most importantly increase marketing efficiency and revenue generation. Lead Research questions: What are the required means, skills, tools and processes for successful Marketing Automation, leading to marketing efficiency and more revenue generation? Methods and procedure: The desk research has built the base for the qualitative content research study. Then the study was based on the interviews transcription of twelve Marketing Automation experts representing companies of different sizes, regions business models. The interviews have been interpreted using the technique of qualitative content analysis exposed in chapter 6.1.2. Finally, we have discussed the our findings and conclusions in the chapter 6.3 and 6.4. Major findings: Marketing Automation should be considered as fundamental component of any customer centric strategy. It is most suitable for companies with large volume of customer interactions across complex digital customer journeys and to improve marketing efficiency processes. Root cause: Marketing Automation can be implemented and used for many different reasons and not only for marketing efficiency or revenue generation. Managing an important volume of customer interactions is the primarily reasons for implementing it. However, it can also bring advantages in data quality management, in developing a customer centric strategy, sorting out organizational issues especially coordinating marketing and sales efforts, increasing customer satisfaction, develop customer personalization and customer scoring. What are the methods that works? System architecture: The ideal marketing solution does not exist. Nevertheless, conceptually the integration should consist of a data management layer, enriched with
- 4. 4 another marketing orchestrationlayer and finally a layer for customer interfaces such as CMS, e-commerce or any advertising medium. The whole works in a closed-loop in order to constantly enrich customer ID profiles and improve profiling by using scoring methods. Data Management: Data quality is the most important element of a solid marketing automation strategy. Methods such as data normalization, progressive profiling should be carefully implemented. Marketing Automation in combination with a data management platform, a clear customer referential with a unique record ID is the required conditions to secure elementary data quality. Organization & Processes: Successful Marketing Automation’s manager’s benefits from the support of their management with clearly defined business question and know their success factors. The implementation of Marketing Automation is an iterative and multidisciplinary project between marketing, sales, IT and sometimes with the support of a consulting agency. The initial process of creating Marketing Automation flows should be using the customer journey mapping method. Best practices Marketing Automation: Most successful marketing automation rules are the ones that answer business questions. In our research, most often cited Marketing Automation programs were: the look alike modelling program, the welcome nurturing series, the first order push, the abandoned cart, the drive to store, the search triggered campaign, the lapsing prevention program, the happy customers programs (see chapter 6.2.5 for details). Programs are sets of Marketing Automation flows put together with the aim to reach one particular business objective across the customer life cycle. Marketing Automation is suitable for companies that manage important volume of customer interactions across channels and devices with limited resources.
- 5. 5 Table of content 1Introduction ......................................................................................................2 1.1 Preface ............................................................................................................... 2 2 Management Summary .....................................................................................3 3 Table.................................................................................................................9 3.1 Table of illustrations .......................................................................................... 9 4 Thesis architecture .......................................................................................... 10 4.1 Why this topic? ................................................................................................ 10 4.2 Practical relevance........................................................................................... 11 4.3 Thesis structure................................................................................................ 12 4.4 Objectives of the thesis.................................................................................... 12 4.5 The research question ..................................................................................... 12 4.6 Theoretical foundation .................................................................................... 12 4.7 Methods and procedure.................................................................................. 13 4.8 Thesis thread summary.................................................................................... 14 5 Introduction to Marketing Automation............................................................ 15 5.1 History.............................................................................................................. 15 5.2 Today................................................................................................................ 18 5.3 Definitions........................................................................................................ 18 5.4 Other forms of business automation............................................................... 20 5.4.1 Sales automation...................................................................................... 21 5.4.2 Service automation................................................................................... 21 5.4.3 Advertising automation (programmatic advertising)............................... 22
- 6. 6 5.4.4 Benefits ofMarketing Automation........................................................... 23 5.4.5 How does Marketing Automation differ from CRM?............................... 24 5.4.6 For whom is Marketing Automation most relevant?............................... 26 5.5 Marketing Automation theoretical models..................................................... 26 5.5.1 Lead to revenue management by Forrester............................................. 27 5.5.2 The strategic business question according to Carter’s model ................. 30 5.5.3 Irina Heimbach’s model............................................................................ 32 5.6 Enhanced New Marketing Automation Model................................................ 33 5.6.1 The campaign management..................................................................... 34 5.6.2 Marketing Automation Rules ................................................................... 34 5.6.3 Data Management platforms ................................................................... 36 5.6.4 Data collection.......................................................................................... 38 5.6.5 Data processing ........................................................................................ 39 5.6.6 Activation.................................................................................................. 42 5.6.7 Application example................................................................................. 43 5.6.8 Summary................................................................................................... 46 6 Research.......................................................................................................... 47 6.1 Study design..................................................................................................... 47 6.1.1 Desk research ........................................................................................... 47 6.1.2 Qualitative Content Analysis .................................................................... 48 6.1.3 The researched questions ........................................................................ 49 6.1.4 Sampling ................................................................................................... 49 6.2 Research findings............................................................................................. 51 6.2.1 The root causes and benefits for implementing Marketing Automation 51
- 7. 7 6.2.2 System architecture..................................................................................53 6.2.3 Data Management.................................................................................... 54 6.2.4 Organization & Processes......................................................................... 55 6.2.5 Marketing Automated, most efficient Rules & Flows .............................. 57 6.2.6 Best practices recommended by the interviewees.................................. 61 6.2.7 Mentioned obstacles and challenges by interviewee.............................. 63 6.2.8 What is next for Marketing Automation? ................................................ 64 6.3 Discussions....................................................................................................... 66 6.3.1 Summary of the researched questions .................................................... 70 6.4 Conclusions ...................................................................................................... 74 7 Appendix......................................................................................................... 76 7.1 Interview guide ................................................................................................ 76 7.2 Transcript of interview 1.................................................................................. 79 7.3 Transcript of interview 2.................................................................................. 90 7.4 Transcript of interview 3.................................................................................. 98 7.5 Transcript of interview 4................................................................................ 105 7.6 Transcript of interview 5................................................................................ 112 7.7 Transcript of interview 6................................................................................ 118 7.8 Transcript of interview 7................................................................................ 125 7.9 Transcript of interview 8................................................................................ 129 7.10 Transcript of interview 9................................................................................ 137 7.11 Transcript of interview 10.............................................................................. 145 7.12 Transcript of interview 11.............................................................................. 150 7.13 Transcript of interview 12.............................................................................. 155
- 8. 8 7.14 Codification oftranscripts.............................................................................. 163 8 Bibliography.................................................................................................. 274 9 Declaration of Authenticity............................................................................ 277
- 9. 9 3 Table 3.1 Tableof illustrations Illustration 5-1 - References of Marketing Automation occurred 1975 - 2008 ............. 15 Illustration 5-2 - First Marketing Automation Vendors (Source: Marketing Insider)..... 16 Illustration 5-3 - Closed-loop marketing cycle................................................................ 23 Illustration 5-4 - How is Marketing Automation different from CRM ?......................... 24 Illustration 5-5 – The L2RM Process (Source: Forrester Research, Inc.) ........................ 28 Illustration 5-6 - The strategic business questions from Carter's model ....................... 31 Illustration 5-7 - General Framework of Marketing Automation................................... 32 Illustration 5-8- The Enhanced New Marketing Automation Model.............................. 33 Illustration 5-9 - Functional aspects of DMP (Source: Comprendre les DMP, 2015)..... 37 Illustration 5-10 - Scoring concept (Source: EC4U, Delphine Arvangas)........................ 40 Illustration 5-11 - Media optimization and scoring (Source: Converteo, 2015)............. 41 Illustration 5-12 - The 6 steps of the customer life cycle............................................... 44 Illustration 5-13 - Examples of Marketing Automation flows ........................................ 45 Illustration 6-1 - Study design for qualitative content research .................................... 47 Illustration 6-2 – 12 interviewers’ sample list................................................................ 50
- 10. 10 4 Thesis architecture 4.1Why this topic? The major motivation in choosing this topic lays on the on-going improvement of the consulting and tools I want to provide to Lindt & Sprüngli subsidiaries to grow their business. In August 2014, I had required to attend the program “Master of Advanced Studies in Customer Relationship Management (CRM)” of ZHAW in Zurich. At the time, I had discussed the following elements to convince my management to support me in this endeavour. 10% of all retail sales will be transacted online by 2020. In 2016, 50% of all purchases (in-store and online) will be influenced by digital touch points. For Lindt & Sprüngli AG, transforming its organization to fully embrace Digital and CRM is a critical factor in succeeding to grow market shares faster than the market and require a deep understanding of CRM and multi-channel strategies. Since 2008, Lindt & Sprüngli has continuously invested in building up a large community of consumers across several social and sales channels such as e-commerce and Retail stores, Mobile, Newsletters, Facebook, YouTube, Twitter. This growing volume of customer contacts makes its management more complex and hazardous especially across several countries. Lindt & Sprüngli needs more integrated tools, processes, and know-how to face these changes. We all observed the growing importance of digital marketing touch points for our consumers and the impacts on organization. These changes imply that we consider not just our target groups as whole homogenous segment but as single direct customer with particular needs. We must slowly move away from “One to Many” or mass towards “One to One” communication in real-time. I’m convinced that soon, not only knowing consumer’s needs and profile will be crucial to succeed in the business, but also to maintaining a high quality dialogue with our customers. This will become a key objective for all leading companies. By choosing this online educational program, I would like to better support Lindt &
- 11. 11 Sprüngli AG inimplementing concrete CRM solutions, most probably for our retailing organizations and help our teams collect, manage and analyse our consumer data in order to enhance Lindt brand equity and grow sales. Today, I simply have put a name on what I believe may help my company to achieve this objective. Marketing Automation. I am proud to share with you the results of my research and I hope you will find it useful. 4.2 Practical relevance While literature provides an important volume of information about CRM, it is more difficult to find academic literature about the functioning of Marketing Automation in the context of CRM. The empirical proof that Marketing Automation is helping companies to save costs and increase revenue generation is missing from an academic point of view. More, our preliminary researches have shown no or very little standardized and structured researches about the impact of Marketing Automation on revenue generation and marketing efficiency. The existing literature provide guidance about the implementation of Marketing Automation software but it lacks a standardized model to highlights some of the key components and processes to realizing the true value of Marketing Automation as a marketing strategy.
- 12. 12 4.3 Thesis structure Thefirst part of the paper introduces the purpose of the thesis and its objectives, construction and overall goals. The second part is dedicated to an introduction of Marketing Automation through history, application, process and methods including key existing theoretical models that we used to establish the “Enhanced New Marketing Automation Model” described in chapter 5.6. The Third part is dedicated to the findings, discussions and conclusions by analysing the practice of interviewed companies using Marketing Automation. 4.4 Objectives of the thesis The objective of the thesis is to help the reader to understand how Marketing Automation strategies leads to CRM leadership and most importantly increase marketing efficiency and revenue generation. By strategy, we mean the mastering of means, skills, tools and processes that answer a company strategic business questions. 4.5 The research question The research question for this paper is: What are the required means, skills, tools and processes for successful Marketing Automation, leading to marketing efficiency and revenue generation? 4.6 Theoretical foundation The fundamental reason for companies wanting to build relationships with customers is economic. If they manage their CRM well, they have two important key business benefits as follow: Marketing efficiency Marketing Automation is in fact a derivative from the business process automation defined as a process of managing information, data and processes to reduce costs, resources and investment. Business Process Automation increases productivity by
- 13. 13 automating key businessprocesses through computing technology (Technopedia, 2015). Literature also stress out the importance of keeping existing customer buying over customer acquisition, especially from the cost perspective. It costs a company six times more to sell a product to a new customer than an existing one (Dyché, 2008). Marketing Automation benefits will ultimately improve lead management, nurturing, provide measurable results, enhance targeting and personalization with seamless campaign execution, increasing efficiency and productivity, align marketing and sales, support CRM, develop business intelligence and improve improved user engagement (Regalix, 2014). Better Financial performances Companies generate better results when they manage their customer base in order to identify, acquire satisfy and retain profitable customers. These are key objectives of many CRM strategies (Buttle, Customer Relationship Management: concepts and technologies, 2011). Organizations that embrace marketing metrics and create data- driven marketing culture, have a competitive advantage that results in significantly better financial performances than of their competitors (Jeffery, 2010). 4.7 Methods and procedure To answer the research questions, desktop research will be conducted in order to get in-depth understanding of the research field, in particular the Marketing Automation history, principles, definitions, processes and tools. The desk research will build the base for the qualitative research. This paper will focus on the main theories and models from which Marketing Automation has derived from and can be found in chapter 5.5. Literature research included books, peer-reviewed and non-peer reviewed articles from various journals and studies from consulting and research companies. The purpose of the data collection is to identify the current state of research in this particular research field. Because the research questions cannot be answered by gathering information exclusively from desk research, a qualitative research study will be conducted. Part of the data used in this paper will be collected in performing interviews with Marketing
- 14. 14 Automation experts. Thequestionnaire used for the qualitative content research will be designed according to the “Enhanced New Marketing Automation Model” proposed in the chapter 5.6. The aim of the interviews is to meet various Business to Consumer and Business to Business companies’ professionals using Marketing Automation across various industries of different sizes and countries such as CRM, Retail e-commerce or marketing departments, the detailed list of the interviewees can be found in chapter 6.1.4. The interviews will be transcribed and interpreted using the technique of qualitative content analysis exposed in chapter 6.1.2. 4.8 Thesis thread summary The below illustration will give the readers the lead thesis architecture while reading this thesis. Illustration 4-2 - Thesis thread
- 15. 15 5 Introduction toMarketing Automation 5.1 History According to Heimbach, the term Marketing Automation as we know it today, was first introduced by John D.C Little in his presentation at the 5th Invitational Choice Symposium UC Berkeley 2001. Little refers to it as the automated marketing decision support on the Internet. Little formulated its essence with this phase: ‘‘What do we tell retailer X to do when customer Y arrives on Monday morning?”. However, Marketing Automation term seems to be older than that 2001. In using Google Books Ngram Viewer, we have created a graph showing how Marketing Automation have occurred in a corpus of books in between 1975 and 2008. The graph below show that Marketing Automation is not a new idea and seems to have been used since the late seventies. Illustration 5-1 - References of Marketing Automation occurred 1975 - 2008 This discovery led us to research more in depth about the term Marketing Automation and we found out that the very first mention appeared in 1962 when Charles R. Goeldner published an article about it. Automation in marketing is taking several forms, such as automatic stores, vending machines, electronic data processing, and automatic warehousing (Goeldner, 1962). While automation was existing at the time in only a small
- 16. 16 experimental number ofinstitutions, the author believed at the time it would have a profound influence on the future of American marketing institutions. The history of Marketing Automation as we know it today, really started in the late 1990s. The first rise and fall of Marketing Automation was tied to the dot.com boom and burst. The 1990s saw a myriad of Marketing Automation vendors come up with solutions on the market including SAS, UNICA and Eloqua to name a few. After the burst only a few survived as standalone vendor such as SAS. Some of them are still in the market today, such as UNICA which is part of IBM or Eloqua part of Oracle. The middle of the 2000 marked several shifts for Marketing Automation when next generation vendor like Infusion Soft or Marketo emerged. Over the next years, the pioneers’ s success inspired a number of other competitors to enter the market. These included companies such as Pardot now part of Sales Force. Illustration 5-2 - First Marketing Automation Vendors (Source: Marketing Insider) In the late 2000s, Marketing Automation started to speed up in awareness and interest, essentially due to three main reasons. First, changing buyer’s behaviours forced companies to change how they sell and market. Before the Internet and social networks, buyers had limited options to obtain the products and services information they wanted, so the seller controlled the buying process. Then customers moved to the power position. They could get the information they wanted on their own by delaying the initial contact with the sale representative until they know as much or even more than the salesperson. To address this challenge,
- 17. 17 Marketing Automation startedto play an increasing role in the revenue process. They nurtured relationship with early stage prospects until they became ready (Jon Miller, 2013). Nevertheless, how do you manage individual dialogue with hundreds of thousands, even millions of potential customers? This is precisely why having a Marketing Automation platform became so critical in the mid-2000. There was no any other way to keep up with the demand of modern marketing. The second factors is linked to the 2008 crisis, which forced companies to change their approach to market in favour of more lead and revenue generation focus (Jon Miller, 2013). Almost all companies have been affected by the crisis. While smaller companies literally searched to cut cost and headcounts to reinvest in lead to revenue generation management, larger companies have seen potential by introducing Marketing Automation not only to survive, but also take advantage of this evolution to reinforce their leadership. They invested in technology that automated and streamlined critical revenue process. Particularly in crisis time, when marketing considered as expenses, measurability became key to demonstrate efficiency across digital channels in order to reallocate marketing budget to higher ROI channels. Marketing Automation became also more popular because of its capability to prove return on investment. The third trends that favoured the development and adoption of Marketing Automation Software came from a new software delivery model called “Software as a Service” (SaaS). This means that marketing managers could access any software through their browser without or very little support of their IT. Because these software are sold using the subscription fee model, marketing manager could buy it using marketing expenses budget rather that capital investments allowing them to control and anticipate their expenses. These three reasons strongly contributed to make from the newly Marketing Automation offer a rapid adoption in the 2000s. Between 2010 and 2014, there was over $5.5 billion worth of acquisitions made in the Marketing Automation industry. The main reasons were simple. Fragmented marketing systems will need to be replaced by integrated marketing suite (Raab, 2011). Larger Marketing Automation vendors started to acquire smaller. The largest one was
- 18. 18 Salesforce’s ‘Russian doll’acquisition of ExactTarget for $2.5 billion, after ExactTarget acquired Pardot for $95 million (Taylor, 2015). 5.2 Today Marketing Automation software editors are providing today more options than ever to face more complex customer lifecycle, a broader array of digital marketing channels and unprecedented volume of customer data. Marketers who implement Marketing Automation increased their sales-pipeline contribution by 10% (Vendors, 2014). Marketing Automation software vendors are now benefiting from their success, as systems Revenues for B2B Marketing Automation systems will grow 60% to reach $1.2 billion in 2014, according to Raab Associates. Industries such as telecommunication, consumer packaged goods manufacturer and financial services providers now comprise as much as 75% of the customer base for several vendors. Software Advise, a division of Gartner found that only 9% of potential software buyers currently use a Marketing Automation system. Just 3% of micro-businesses and less than 10% or large firms use Marketing Automation software, according to Raab Associate. Marketing Automation vendors are also taking a certain number of strategic approaches, including acquisition, mergers and market repositioning to leverage the opportunities leverage by these challenges. 5.3 Definitions The various definitions below indicate how differently Marketing Automation may be defined across experts or vendors. In writing this paper and while conducting the research interviews, we have used the following main definition: Main definition: Marketing Automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster (Jon Miller, 2013). We have selected the above definition as the lead definition for writing this paper and in designing the research study. One of the reason was that it was generic enough to
- 19. 19 encompass all formsof business automation. This first definition underlines the facts that Marketing Automation’s main benefit is operational efficiency and revenue growth, which is one of the initial assumption of the paper. Marketing Automation is still new and complex enough that experts themselves struggle to agree on a unique definition. Therefore, we would like to propose additional definitions to complete the main one above: Definition two: Marketing Automation software collects and uses data to send personalized messages to contacts at different times based on their actions (Taylor, 2015). This second definition underlines the process, starting by data collection in order to send personalized message and to engage prospects at different times based on their actions. The definition is very close to Heimbach Marketing Automation workflow described further in chapter 5.5.3. The definition suggests that data management, personalization of content and action in time are the central elements of the Marketing Automation processes. Marketing Automation here allows marketer to send the right message to the right person at the right time because it is triggered by an action. We could reasonably think that a phone call or a one-to-one conversation may do the same. In fact, what Marketing Automation offers on top is the management of an important quantity of conversations at the same time, automatically and without hiring a horde of staff. Summarized, Marketing Automation allows companies to solve a fundamental business issue: scaling the ability to communicate with a large volume of contact in a personalized manner. Definition three: Marketing Automation focuses on the lead acquisition and demand generation activities within a marketing group, as opposed to the sales activities where CRM systems as a whole tend to focus. Simply put, these tools automate marketing processes — everything from strategic planning and campaign design to customer segmentation, lead generation, nurture campaigns, prospect scoring, and closed loop analytics (Schwartz, 2015). This third definition highlights the different approaches of marketing and sales, marketing being focused on acquisitions and sales on revenue growth. It contextualizes Marketing Automation in relation to CRM, making of both methods a complementary approach. Some key fundamental functionalities are listed
- 20. 20 here and willbe further exposed in the paper, especially in chapter 5.6. It also underlines the automation of marketing processes, from strategic to operational part and suggests the retro-looping functioning of it. 5.4 Other forms of business automation Without well-designed and applied operational processes, there is little possibility of implementing the CRM strategy (Buttle, Customer Relationship Management: concepts and technologies, 2015). This capability often require IT investments in the following four fundamental solutions: Sales force automation, Marketing Automation, Ad automation and Service automation. The purpose of that paper is to introduce Marketing Automation; therefore, it is important to be able to contextualize the role of each well-established type of automated business processes below. Business automation which Marketing Automation belongs to has always been a strategic aspect of business operations. Many organizations today are relying on upon digital technology for a wide range of application and automation has moved into a central position in the IT investment landscape (Paul, 2015). The general principles of automation in the modern workspaces include the deployment of solutions and frameworks that will reduce and rework inefficient processes, improve the accuracy and free up resources to focus on performance improvement (Paul, 2015). According to the research institute Gartner, by 2020, customers would manage 85% of the relationship with a company without even talking to a human (Gartner, Gartner Customer Summit, 2011). Automation value does not rely relies on sales growth, but for 75% on costs saving leading to resources reallocation (Fétique, 2015). Isn’t Marketing Automation everything that a computer does for us in marketing? Let’s think of a website: once planned, programmed and put in production, what isn’t automated? It is available 24/24 a day, loading up webpage without the support of a horde of staff, collecting user data, sending out emails or invoices. All these tasks are automated! A website is fully automated, and it is part of the marketing arsenal. Is this Marketing Automation? Yes it is. So why are we talking about Marketing Automation here? In fact, Marketing Automation is an umbrella concept. Before Marketing Automation vendor agreed on a
- 21. 21 shared and widelyadopted name, some vendors or consultant tried to impose other names such as Forrester “Lead To Revenue Generation (L2RG)” or “data marketing”. Since the growing interest of Business to Consumer companies for it and the increasing number of customer contact across digital channels, Marketing Automation has been adopted as an umbrella name, which regroup several marketing disciplines and methodologies. Here are the other forms of business automation: 5.4.1 Sales automation Sales force automation can be define as follow: Sales force automation is the application of computerized technologies to support salespeople and sales management in the achievement of their work-related objectives (Buttle, Customer Relationship Management: concepts and technologies, 2015). Most of Sales Force Automation software are designed to collect, store analyse and distribute user customer-related data for sales purposes. This software’s enables managers to operate the following key activities: account management, contract management, document management, event management, lead management, order management, pipeline management, and product configuration, amongst other things. Here the primarily focus is to support essential sales processes. According to Buttle, most benefits for using sales automation ar more cash flow, shorter sales cycles leading to faster inventory turnover, proved customer relationships, accurate management reports, increase sales revenue, market share growth, higher win rate, reduced cost of sales, more closing opportunities and improve profitability (Buttle, Customer Relationship Management: concepts and technologies, 2011). 5.4.2 Service automation Service automation can be defined as follow: Service automation is the application of computerized technologies to support service managers, customer service agents in call centres, help-desk staff and mobile service staff operating in the field, in the achievement of their work-related objectives (Buttle, Customer Relationship Management: concepts and technologies, 2015). Customer service department are
- 22. 22 responsible for managinginbound call centers, operations, complaints handling and resolution, order entry and processing, providing field sales support, managing outbound call center operations and acting as liaison to other departments. When service is delivered through a central call center, in a multi-channel environment there need to be a tight integration between various communication systems including telephony, email, and the web. Access to the right customer-related data to enable the service agent to identify and fix the issue promptly is critical to the delivery of responsive customer service. 5.4.3 Advertising automation (programmatic advertising) Advertising deals used to be made by phone, fax and e-mail. Now much of that work is being done on purpose-built digital marketplaces. Traditionally, companies are firing message at huge audience on print or TV, hopping they’d reach out the right audience. Ad trading desk are helping to do that more exact. Known as “programmatic advertising,” this process involves computerized systems to sell online ad space to advertisers and their agencies. It is comparable to a stock market, instead of trading shares, these markets trade digital ad space, or impressions (Krashinsky, 2015). It is another form of automation, which is reshaping the advertising industry. Today, about half of the advertising expenses is automated, especially for display ads. Automated trading increase efficiency by reducing costs and increasing targeting efficiency. An advertiser or representative add agency registers at the trading desk, also known as “Demand-Side-Platform” to place an ad that target a specific audience. E.g. a Swiss 35- 44 woman who likes French cooking, without kids, speaking German and living in the canton of Zurich. They also put in the price range they are willing to pay for that digital ad space. That information is processed in the ad exchange, also known as “Supply-Side- Platform” where ad inventory’s of publishers is offered, and in fractions of a second, the auction is done and the winning bidder’s ad is placed on a website. Meanwhile, dozens of ad-tech companies are fighting for a piece of this market, the industry is call to evolve a lot. In combination with its Data Management platform, which is a key component of
- 23. 23 Marketing Automation -see chapter 5.6.3, the advertiser will be able to automate the ad buying process based on educated information extracted from its customer database. 5.4.4 Benefits of Marketing Automation Marketing Automation is all about understanding customer needs and meet their preference (Buttle, Customer Relationship Management: concepts and technologies, 2015). Customer develops a stronger sense of emotional and behavioural identification with the company when they experience offers and communications that base on deep understanding of their needs and preferences. One of the very first benefit when talking about IT enabled CRM programs is cost saving. This is essentially due to more formalized and standardized processes, generating operational costs savings. Normally, a company willing to introduce a customer-centric-strategy invests primarily in building a single view of the customer also known as “SVOC”. This approach integrate all form of data from all operational units that involves customers such as sales, marketing customer and customer service in order to create a unified view of the customer interactions with the company. Once this is in place, the company’s employee may engage the customer one- to-one based on his activity. Once this customer-related data infrastructure is in place, companies may introduce analytical software and develop the ability to data mine in order to produce actionable insights. Enhanced marketing efficiency. Marketing Automation allows marketer to automate what is known as the closed loop marketing (plan-do-measure-Lear cycle) as illustrated in the figures 5.3. Closed loop marketing approach makes sure companies learn continuously from their marketing initiatives, achieving higher level of marketing effectiveness. Another source of efficiency is the identification of inefficient or falling marketing initiatives in order to reallocate resources to more successful activities. The increasing number of customer contacts and sales promotions companies must face today makes the Illustration 5-3 - Closed-loop marketing cycle
- 24. 24 advertising campaign managementmuch more complex and challenging. This main idea behind the replication of marketing processes is that it should delivers greater control over costs. Unsurprisingly, manual processes are often the source of errors and inefficiencies. Consequently, automation of process is a way to reduce costs (Buttle, Customer Relationship Management: concepts and technologies, 2015). Marketing Automation allows companies to execute hundreds of campaign and events simultaneously across multiple channels without the proportional increase of costs and complexity in running the marketing activities. Marketing plans are often designed months ahead. Marketing Automation allows manager to respond more instantly to opportunities even if they are not part of a plan. Some features enable firms to engage in real-time, responding immediately to an identified opportunity. For example if a user is visiting a given product category for the third time in the same week, marketer can send and automated offer with a reduction voucher. 5.4.5 How does Marketing Automation differ from CRM? Illustration 5-4 - How is Marketing Automation different from CRM ?
- 25. 25 Marketing Automation andCRM are very similar marketing methods that have much aspect in common. Having long proved their strategic value, CRMs are now an essential tool for hundreds of thousands of businesses in almost every industry (Peterson, 2015). CRM is not a technology but a strategy. It is nevertheless very hard to do without technology (Kirby, 2015). Even if CRM is often considered as a technology, it is more a business philosophy or a business model. CRM is a business model, which covers people, customers, strategy, organization, processes and technology. It integrates all these elements in the direction of the customer satisfaction with as a main objective a balance between cost and return on investment (Huldi, 2015). In most people’s mind, CRM is more a software or a tool than a strategy. In fact, CRM software is a category of software that covers a broad set of applications and software designed to help businesses to manage customer data and customer interaction, access business information, automate sales, marketing and customer support and manage employee, vendor and partner relationships (Beal, 2015). From that perspective, CRM covers Marketing Automation. From a functional perspective, CRM systems typically do not provide functionality for email marketing, prospect behaviour tracking and marketing program management. It is true that many CRM systems can be customized to operate these tasks like automated campaign flows, lead scoring and lead deduplication, but it is hard and expensive. In the end, Marketing Automation focuses on the need of marketing departments, lead generation while CRM provides must-have solution to the sale department. CRM software is a database for storing user or customer data and managing the revenue process. Alone, the company will have the basic ability to store contacts and track sales stages, but limited insight into the buyer’s journey (Peterson, 2015). The buyer’s journey start long before they become a customer. With no information on where the leads came from, what their interests are, and how they have interacted with the various marketing touch points, the initial conversation will be a lot harder to navigate, analysed and understood. Technically, a Marketing Automation platform is in other word a lead generation engine without a CRM. Here, the perfect relationship between marketing and sales can be expressed — at least in part by the structural relationship between Marketing
- 26. 26 Automation and CRM.When both processes are integrated, this means the end of marketing and sales data silo for better operation alignment. Marketing can focus on bringing in qualified lead and tracking customer journeys across digital touch point before sales take the order completion with a full history. For sales, Marketing Automation delivers a high quality leads much closer to the completions status than ever. In short, CRM and Marketing Automation together should leads to reduced costs and increased revenue. 5.4.6 For whom is Marketing Automation most relevant? Marketing Automation is best suited to companies with predictable communication that could be converted into a process with a large volume of users, subscribers or customers (Taylor, 2015). The more contact the company has, the more potential impact the software has. A company business model will influence the type of relationship between a customer and the merchant. Retailers with direct customer contact will have greater opportunity to collect user data compared to wholesaler. With few or no direct contact with end consumer due to the nature of its distribution model the wholesaler will traditionally focus on mass media. As a result, online retailers are in general more interested in Marketing Automation than companies without an online shop (Heimbach, 2015). 5.5 Marketing Automation theoretical models The aim of this chapter is to introduce to the readers a fundamental theoretical concept, which influenced the development of Marketing Automation workflow, and depict the fundamental processes used for it. The model we propose is inspired from 3 already existing model as following: 1. The Lead To revenue Management Model by Forrester 2. The SWAT Iteration Framework of Carter 3. Heimbach’s model
- 27. 27 To start, wewill introduce the “Lead to revenue management” (L2RM) concept developed by Forrester Research which represent two parallel closed loop journeys. Marketing Automation was originally used and designed for Business to business industries but is today largely adopted in business to consumer’s context because of the explosion of customer touch points and contacts. We will use it as a leading model. The concept is particularly interesting because it puts in parallel the journey of the buyers and the seller, aligning the marketing tasks (attraction) and the selling tasks (deliver). To enrich the Forrester model to Marketing Automation, we have selected the very first step of the “SWAT Iteration Framework” of Carter. Carter in his book “Actionable Intelligence, a Guide to delivering business results with big data fast” outlines the importance of the definition of a strategic business question before processing the data, visualize segments and to take action. Without clear business, questions to solve in mind, the implementation of Marketing Automation rules may lead to poor results. Finally, we have chosen to present a third concept taken out of the paper “Marketing Automation” of Irina Heimbach, which attempt to depict the general framework of Marketing Automation. This recent paper brings to our attention six important elements, part of a workflow specific to Marketing Automation. Taking the best of each of the three existing model, we will design the “Enhanced New Marketing Automation Model”. 5.5.1 Lead to revenue management by Forrester Initial lead-to-revenue management automation solutions were developed to bridge a gap between marketing or lead generation activities (e.g., website, online forms, trade shows, direct mail, telemarketing, and email campaigns) and selling activities that were managed by a CRM system (e.g., closing the deal). The opportunity to calibrate marketing spend to revenue generation was a significant driver of L2RM. The below figures show Lead-to-revenue management is a set of disciplines that can be strongly supported by Marketing Automation, but marketers need to focus on the below processes to make L2RM automation initiatives a success.
- 28. 28 Illustration 5-5 –The L2RM Process (Source: Forrester Research, Inc.) This info graphic, based on independent research from Forrester, gives a visual representation of how marketers can make the most of their lead to management investments by developing a Marketing Automation road map that meet buyers journey. The process displays two major processes. One is on the buyer’s side defined as the buyer’s journey and the second one is on the merchant side, the Lead to revenue management (L2RM) process. For each five phases of the buyers ‘journey the figures show a corresponding merchant process. 5.5.1.1 The buyers’ journey Buyers have different interest at different steps of the buyer’s journey. It is crucial to get the buyers question that needs to be addressed at each stage. It is also important to understand what will trigger a buyer to move to next stage and identify the barrier for the progression. Here is the buyer’s journey phases explained: Discover: At this stage, the buyers is asking himself, what outcome am I going to achieve? What need or pain am I trying to fix or improve? Typically, the buyers
- 29. 29 determines the needto solve a problem. The budget for the solution is determined and some approaches to solving the issue are addressed. Explore: Buyers will start exploring and identifying possible solutions, product or services, choosing an approach, consider risks and start comparing alternatives. At this stage the buyer will be starting select some vendors and check for references or read review for example. Buy: A this stage, the buyers define a shortlist of vendors that are invited to bid, vendors submit offers, solution is acquired. Engage: This phase corresponds to the after sales. After the product acquisition, the customer may get in touch with the vendor, will ask for support, and possibly upgrade its product. The moment is crucial because this is at that moment that he will adopt the product if its experience and results are satisfying. Advocate: If the buyers has adopted the product, he had a positive experience of the product or services; he might turn into an advocate. Advocate are the most wanted brand influencers. They are the customer that advocate the brand because they are passionate about the product or services and respect the company. 5.5.1.2 The Lead to Revenue Management Process (sell) The closed-loop can be spited in two major phases. Attract and deliver. Initial lead-to- revenue management automation solutions were developed to bridge a gap between these two phases. Attract corresponds to the typical marketing activities with brings in qualified leads which are mature enough that they can be approached by the selling team in order to close the deal. This phase is structured in two sub-phases called capturing and nurturing: Capture: The capture phase encompasses all marketing activities that will help you clarify who your best customers are, identify what they need and understand how to connect with them. Lead nurturing: Is the process of building effective relationships with potential customers throughout the buying journey (Rothman, 2015). Note that Marketing
- 30. 30 Automation software editorMarketo distinguishes lead nurturing which is an evolved version of drip marketing. Drip marketing has in common the send out of communication such as email, direct mail or phone call, but it does not take into consideration the activity of behaviour of users, because it is static and non-adaptive. For example, drip marketing does not take into account personal preferences and actions and cannot deliver the same value as lead nurturing, because it is adaptive and personalized. The second phase is the deliver status, which starts with: Sell: This covers the closing phase. It includes trial periods, bidding, price negotiations, signing of contracts, and delivery of the product or service being sold. Build advocacy: A customer advocacy policy encompasses all aspects of customer contact, including products, services, sales and complaints. It is a total commitment towards customer satisfaction. The idea is that if a customer is happy with the company, they will pay more for the service. As mentioned above, if the customer had a positive experience of the product or services, he will turn into an advocate. 5.5.2 The strategic business question according to Carter’s model Business discovery is the critical step in transforming the unstructured mass of data available into actionable intelligence (Carter, 2014). Carter is bringing up an interesting element and invites us to think about the strategic questions that we are trying to solve before implementing any automated marketing tasks. Merchants today are collecting large volumes of data across many channels leading – sometimes to confusions and complexity. Every business has its priorities and overall strategy. Direct your effort depending on your overall strategic priorities.
- 31. 31 Illustration 5-6 -The strategic business questions from Carter's model Therefore, we should not try to collect all the data, but only focus on the “burning platform” (Carter, 2014). The strategic business questions – highlighted in blue in the below chart - should be a guide to ensure that the priority of the project remains high. Selecting on question to focus on allows the rapid and iterative development to occur as the business and technology team can focus. Clarity of purpose allows sponsors and supporters to get behind the project because they will clearly see the opportunity to deliver tangible results. For Carter, while many people have been advocating the mass collection of data, actionable intelligence suggests you to choose a different approach. The data collection needs to be focused solely on the strategic question (Carter, 2014). This enables the acquisition team to collect and review quality and relevant data. In other words leading data processing method answers the questions: “What kind of data do we really need to answer the strategic questions? Where can I find it? What is the IT infrastructure that we need? Who are the people with the required skills to analyse it? How can we capture the data in a cost effective manner? Focussing on the required data should facilitate the acquisition, lower cost and increase feasibility. Therefore, we propose to add the strategic business question to the Forrester model to complete it. A revised version of it will be proposed in the chapter 5.6.
- 32. 32 5.5.3 Irina Heimbach’smodel Irina Heimbach with her “General framework of Marketing Automation” as presented below, introduces some interesting element that will complement the L2RM model as well: Illustration 5-7 - General Framework of Marketing Automation Current and stored information. Here Heimbach introduces the notion of stored and current information. As seen in the chapter above, availability of data is a condition in the context of Marketing Automation. Data remain an important element beyond the analysis; since all automated marketing actions are direct responses to existing, incoming or changing customer/user information (Heimbach, 2015). These data may originate from a customer database, but may as well stem back to tracked user journeys or clickstream data on the website in real-time. We assume she refers to synchronous and asynchronous, because both tracked user journey or clickstream data can be stored into a database. Monitoring interfaces and rules. This is the place where marketer controls the performance and creates the rules. If for example several options are possible, the Marketing Automation software will be able to apply these options based on particular events based on contextual or behavioural user information. This optimization process
- 33. 33 and the performanceof the above-mentioned rules can be monitored and adjusted by the manager at any time. The literature also talks about Campaign Management or marketing orchestration. Set of rules. Once the marketing owns some user or customer data, stored or collected in real time, the marketer may create marketing rules. These rules are in other words some marketing processes, which are pre-defined in the campaign management system. Campaign Management will be an important element added to the original Forrester model presented later and further developed in the chapter 5.6. 5.6 Enhanced New Marketing Automation Model As mentioned earlier, we would like to propose below the “Enhanced New Marketing Automation Model” which derived from the Forrester L2RM model, enriched with the Carter and Heimbach models presented earlier. In this enhanced model, we have added two additional elements: the business questions and the campaign management component. Illustration 5-8- The Enhanced New Marketing Automation Model
- 34. 34 The business questionis a critical element and the starting point of all Marketing Automation model as exposed in the chapter 5.5.2 above. The campaign Management system is situated at the heart of all Marketing Automation; this is where rules and flows are orchestrated and managed to activate customers. 5.6.1 The campaign management Today, Marketers are using a wider range of communication channels to reach prospects and customers with relevant messages on their preferred devices. Paid and organic advertising campaigns are becoming an increasingly important feature for campaign management within their Marketing Automation platform. As results, the Marketing Automation systems now includes two core mechanisms: the “Data management platform or DMP” and a “set of rules” like Heimbach models suggests earlier in chapter 5.5.3. We have grouped them under “Campaign management” and can be defined as follow: campaign management is the technology-enabled application of data-driven strategies to select customers or prospects for customized communications and offers that vary at every stage of the customer lifecycle and buyer readiness (Buttle, Customer Relationship Management: concepts and technologies, 2015). Campaign management lays in the heart of the Marketing Automation process, because it put together the planning, the implementation and the measuring of communication programs towards targeted prospect or customers. In our newly created model, set of rules, data management platform and analytics are the core elements of campaign management. 5.6.2 Marketing Automation Rules This is the orchestrating element of Marketing Automation process. Before running a campaign, it has to be designed and planned. Workflows established in the “Set of Rules” set clear order in which tasks have to be performed. If we want to pick a representative image of Marketing Automation, it would be one of these flow-like diagrams, e.g if a customer visits one particular page, then send him this email — if he is a qualified lead send him that promotion — else wait 2 days and send them this other email — if we
- 35. 35 know his emailaddress — else cookie them for display advertising retargeting (Taylor, 2015): Here are the key elements of the workflow: Illustration - 1 Marketing Automation flow chart from Oracle Eloqua The trigger: What causes the workflow to start? Event based marketing also called trigger marketing is a form of marketing that identifies key events in the customer and business lifecycle which trigger a communication of offer. When an event occurs, a customer specific marketing activity is undertaken (Ramshaw, 2015). The cause may be an IP address (for location-based marketing), the usage of a particular browser, a device or the time. Timing: This is the time in between different steps of the flow. For example, a reminder is sent 12 hours after a user has abandoned his cart. Conditions: This defines what happen if a condition X is true or if the condition X is false. For example if a user abandons a shopping cart before payment, this triggers a follow- up reminder email aimed at converting the lapse browser into a purchase.
- 36. 36 Activation: What shouldbe activated when the condition is true or false? This could activate the use of the customer-preferred medium. Campaign execution happens when the message is delivered through the selected communication channels. Mediums: Campaigns can be run across many different mediums independently, consecutively or simultaneously, such as display advertising, email, search, social media, website, outbound or inbound phone, text messages or mobile. Personalization in Marketing Automation context means that customers are known as individuals rather than demographic stereotypes. Personalization can happen in real time upon individual’s preferences or behaviours. Workflows or rules allows manager to plan, design, manage and monitor specific automated marketing campaigns, which are often complex and follow event based next- step rules. The most basic campaign management tools enable campaign workflow, audience segmentation and targeting and campaign execution. 5.6.3 Data Management platforms Since (Little, 2001) first formulation, the core motivation for implementing Marketing Automation has not changed: the lack of appropriate models while facing huge amount of data automatically collected by online companies. Digital channels today provides to companies new and valuable source of customer data such as historical, financial and behavioural data across multiple devices. Nevertheless, the multiplication of channels and data volume makes it difficult to gather, store, structure, analyse and action in a simple way. Data remain an important element beyond the analysis, since all automated actions are a direct response to existing, incoming or changing customer / user information (Irina Heimbach, 2015). Data management becomes crucial for companies when at least one of these three conditions are met: First, their customers have a complex customer journey and they are using several mediums to engage their brand such as email, web, mobile, store, customer support etc. Second, the company has customer data stored in different silos with various origins
- 37. 37 such as onlineand offline, leading to a poor customer single view. Finally, the company has response time issue when engaging which customer that it would like to improve. Illustration 5-9 - Functional aspects of DMP (Source: Comprendre les DMP, 2015) Data management offer the following fundamental benefits. It helps create a single customer view, providing ways to identify users, enrich their profile and action these across the digital landscape. It helps find new and high value audiences and monetise them. Drive efficiencies across multiple channels and devices. In fact, a DMP has the ability to help across the whole customer journey. Help marketers, and their media agencies, secure greater efficiencies in targeting display advertising (Bay, 2015). Data Management Platforms are especially good at optimizing the media buying process such as display, Search Engine Marketing, video advertising or social media and support greater personalization of and customization across the various touch points. The Data Management Platform represented above is concretely a software platform that enables the collection and the centralization of prospects and customers data. The platform can enrich the user records in re-assembling user data, in segmenting or scoring the value of each record and finally by activate the data to reach out users, prospects or customers. The three phase are described in details in the below illustration and the following chapters:
- 38. 38 5.6.4 Data collection Today,marketing people are primarily and in many cases exclusively engaging online and are closely aligning their effort with the key information found in their online behaviour. By analysing and understanding prospect online behaviour such as email responses, web pages view, social engagement and other core attribute, marketer have a wealthy of insights to personally guide prospects through the buying process. The DMP manages the process of taking structured data from a number of different sources and organizing it at the customer level or at the cookie level if the person is unknown. Various source of data may be aggregated in order to enrich the user records or profile, such as purchase history, socio-demographics, behavioural data such as website customer journey (tag management, analytics), web forms, explicit data such as demographics, social media data preferences, geo-localizations. Today, experts talk about three categories of data. First party data are the data collected from digital platforms such as websites, apps, data from CRM systems and from customers and their behaviours. Amazon, for example, uses its first-party data to show users products it thinks they might buy on its homepage. Second party data are data from partners who share their first-party data with other partner companies. For example, a large advertiser such as P&G might make a deal with a large publisher to gain access to its audience information. As far as P&G is concerned, that information isn’t “first-party” data because it didn’t collect it itself. But it isn’t third-party data, either, which is typically gleaned from a variety of places. Third party data are data from other sources such as websites, online newsletter or blogs which have anonymous behavioural data. For example, a third-party data provider might pay publishers (magazine, online newspaper) to let it collect information about their visitors, and use it to piece together detailed profiles about users’ tastes and behaviours as they move around the Web. This information can then be sold to advertisers to help them target their ad buys. Finally note that data reconciliation means also the process of assigning first; second and third party data that belong to a single user to a single record.
- 39. 39 5.6.5 Data processing Inthis chapter, we would like to introduce key methods to process the data. These tasks are normally performed into the Data Management Platform. Data normalization. Before to use the data, it is crucial to normalize the data. Data normalization is a process in which data attributes within a data model are organized to increase the cohesion of entity types. In other words, the goal of data normalization is to reduce and even eliminate data redundancy, an important consideration for application developers because it is incredibly difficult to stores objects in a relational database that maintains the same information in several places (Wembler, 2015). Progressive profiling. A typical data collection supported by Marketing Automation is the “progressive profiling”, enabling marketers to ask for information incrementally instead of all at once. Over time, leads will become more qualified because of their interaction with a website (and other digital properties) and will likewise deliver useful information to sales (Boush, 2011). Data reconciliation. Once the user record is normalized, the Data Management Platform can for example reunify two different records in one, for example when a unique user has visited a website browsing first a mobile then a desktop. Two main methods are in use: Deterministic is the method that is used when the users are registered, we call it also explicit as opposed to implicit. The Data Management platform knows the person has used the two mediums because he was identified. Probabilistic is the method that uses algorithm to determine whether the users have similar behaviour. Probability are based on e.g. IP address, screen resolution, time of connection, interest etc. The Benefit is to be able to provide users a seamless customer experience across devices and channels and for the merchant, to track user across channels and devices to understand its preferences. Data segmentation. A data management platform must enable the creation of segmented contact lists based on field values (e.g. title, level, department) and inferred data on location and activity (obtained through interactions with forms, company Web pages, emails, etc.) for use in automated programs and reporting (Decisions, 2015).
- 40. 40 These segments canbe kept in a static list, reflecting their status when the segmentation was made, or automatically updated as contact data and activities change. Data scoring is a form of segmentation. Lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales or activity readiness. The score leads is based on the interest a customer show for a company, their current place in the buying cycle and their fit in regards to the business (Maria Pergolino, 2015). Data scoring fundamentals distinguishes two major statuses: explicit and implicit data. Explicit scoring is based on information the prospect tells the company or otherwise directly identifiable information. Implicit scoring is based on information that the company observes or infers about the prospect, such as their online behaviours (Maria Pergolino, 2015). Another important basic concept about customer scoring is the distinction between Active vs. Latent buying behaviour. The benefits come from adjusting your scoring accordingly. Active buying behaviour identifies “hot” leads based on activities that demonstrate sales readiness and current interest. Latent buying behaviour, on the other hand, involves lower engagement activity. The scoring concept in illustration 5.11 shows sixteen different scoring segments based on purchase frequency and activity level. For each segment, marketer can develop specific programs Illustration 5-10 - Scoring concept (Source: EC4U, Delphine Arvangas)
- 41. 41 to bring thatparticular group of customer to the next segment level. Either up to a higher Recency-Frequency-Monetary score or up to a higher activity level. The principle is to use this scoring model to permanently track customer evolution across the scoring model and propose him the right activation or incentive to develop the relationship positively. Scoring model is essential to develop Marketing Automation programs. The following illustration 5.11 shows another model with five different segmentations based on scoring and their possible actions, focus and benefits. Illustration 5-11 - Media optimization and scoring (Source: Converteo, 2015) Predictive modelling is a commonly used statistical technique to predict future behaviour. Predictive modelling solutions are a form of data-mining technology that work by analysing historical and current data and generating a model to help predict future outcomes. In predictive modelling, data is collected, a statistical model is formulated, predictions are made, and the model is validated (or revised) as additional data becomes available (Pliptop, 2015). Lookalike modelling is an ad tech technics that bring together automation and programmatic buying. It is somehow very near from predictive modelling. It is a
- 42. 42 methodology used bymarketers to define what users they should target with the highest propensity to buy (Hayter, 2013). They use first party data left over by existing customers to find people who behave in the same way, but who haven not bought a product yet. Let us say an electronic device manufacturer is having a sale and wants to encourage further online purchases. He places a pixel on the sale confirmation page and analyse the behaviour that purchasers have undertaken elsewhere on the web using for example third party data, which are completely anonymous. This group is analysed in order to reveal online behaviours that rank most highly amongst people with a propensity to buy certain products. Analytics and attribution modelling. All the results of a campaign are assessed and measured whether the original objectives have been achieved. Several techniques are used. Modelling is the process of interpreting the campaign results statistically, so that future campaigns can be based on statistical insight into what works and what does not. It is the process of identifying a set of user actions or events that contribute in some manners to a desired outcome assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behaviour, typically referred to as a conversion. Often, the attribution of the sale is given to the last touch point, e.g the website (last click wins model). The most attribution modelling used in the practice are the “U model” where the first and last interaction are over proportionally valued. Some other model are: the “progressive model” where each click receive an increase value, the “linear model” where all interactions are valued at same level, the “digressive model” where each interaction loose value with time (Fétique, 2015). Reporting. The campaign results are computed and delivered in standard or customized management reports to relevant parties. 5.6.6 Activation Once the data is processed, Data Management Platforms can suggest segments that may be activated. There are three major activation possibilities shown in the illustration 5.9. Paid media covers all paid advertising medium such as display banners, search,
- 43. 43 mobile and socialunits for example. Depending on the analysed data, the campaign management system will activate a campaign using one or the other paid medium. The second category is owned media, which covers email, mobile or website. Owned media is a channel a company control. There is fully owned media like a website and partially owned media like Facebook fan page or Twitter account. Often, owned media are activated in combination with personalization. This means a newsletter or a website- landing page will be personalized with the user preference and based on its past purchase or behavioural history, pre-analysed in the data management platform. Finally, offline medium may also be activated through call centre, in store communication or why not printed direct mailing. 5.6.7 Application example For a concrete application of Marketing Automation flows, we have structured the exemplary rules following the principle of the customer life cycle represented in the illustration below, which is another view of the “Enhanced New Marketing Automation Model” introduced in chapter 5.3. The main difference lays in the fact that the illustration shows the specific activities the company could activate for each stage of the customer life cycle. As opposed to mass media activities, the advantage of Marketing Automation is its ability to identify micros opportunities to engage with small amounts of prospects or customers. The interest lays in the succession of marketing rules that can be designed in advance and that are automatically triggered when a particular customer event occurs. The charts conceptually show the major key opportunities to engage with a prospect or customer at different stage of the customer life. We have selected six key different phases. Each of them describes a particular moment of the customer life cycle, which deserves some specific engagement tactics. The table 5.12 below is an attempt to describe the above Marketing Automation flows for each of the mentioned phases from 1 to 6. As seen in the chapter Marketing Automation Rules 5.6.2, the rules are composed of triggers, conditions, timing, and activations. To make the rule more real, we have added a communication message. We also have mentioned the main technology or functionality used to execute the rule.
- 44. 44 Illustration 5-12 -The 6 steps of the customer life cycle
- 45. Illustration 5-13 -Examples of Marketing Automation flows # Life Cycle Event Condition Timing Activation Message Main used technology 1 Capture The prospect is visiting the company website He is browsing the company site for > 3 minutes and belongs to the hot lead segment 3 minutes Newsletter sign up form is automatically displayed as a pop-up message Invitation to receive a newsletter with incentive User progressive profiling 2 Nurture The prospect signs-up the company newsletter (or create an account) The prospect isnt' a customer Nurturing program over 6 weeks Newsletter introductory offers Welcome program of 5 email messages presenting interesting facts about the company Nurturing 3 Remarketing A prospect is visiting a particular webpage 3 times consecutively withing the same week The prospect has left the webiste without ordering Realtime Display or serach remarketing campaign is launched Promotion Remarketing 4 First Sell The propsect's session is unsusuall long lasting > 5 minutes The prospect isnt' yet a customer 5 minutes A web chat is launched The customer agent is proposing some help Customer support 5 Build Advocacy A customer has birthday soon The custome is a top customer 10 days ahead The prospect receives a discout promo-code as a birthday gift Happy birthday. Celebrate with us. Scoring 6 Re-assess A customer has not ordered since 12 months The customer is part of the top customer segment After 12 months A special promotion is sent per email Long time no see? here is a special gift for you if you order Scoring
- 46. 5.6.8 Summary With theintroduction of marketing automation, we have shown the growing importance of the discipline across the late 1990 influenced by the change in customers’ behaviour on the Internet, the 2008 crisis and the raise of the cloud computing (see chapter 5.1). Marketing Automation is not exclusively used by sales people anymore but by a growing number of business to consumer companies and marketing teams essentially to manager their huge volume of customer interactions in a more efficient manners. The Marketing Automation industry is however quite small with only about 10% of the larger companies which are are using it, and about 3% of small companies. We have also selected most representative Marketing Automation definitions and tried to give the reader the most precise definition. We have kept the following lead definition in mind while writing the thesis: Marketing Automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster (Jon Miller, 2013). Beyond that, we have introduced forms of business automation such as sales automation, service automation and Advertising Automation (see chapter 5.3 and 5.4) in order to give the reader the most comprehensive view of the discipline. Finally, we have proposed the “Enhanced New Marketing Automation Model” presented in chapter 5.6 which was designed based on the following existing marketing automation model: the Forester model (see chapter 5.5.1), the Heimbach Model (5.5.2) and the Carter’s model (5.5.3). Our newly enhanced model is highlighting two major key component of Marketing Automation: The Data Management Platform and the Campaign Management System which we hope gives the reader a better understanding of its core functional scope. The following chapter will be taking the reader across the research questions that we have designed based on the “Enhanced New Marketing Automation model” in mind and used for the interview of the qualitative content analysis.
- 47. 47 6 Research 6.1 Studydesign The figure below shows the study design used to write this paper. The study design is divided into three main phases. The first phase refers to the desk research and the second phase refers to the qualitative research study. The third to the objectives of the research, in particular it show the question that the content research analysis has answer. We discuss the study design more in details in the following sub-chapters: Illustration 6-1 - Study design for qualitative content research 6.1.1 Desk research In order to gain a greater understanding of the research field and to build a base for the qualitative research, the current state of research has been explored. The extracted information forms the base for the qualitative research study.
- 48. 48 6.1.2 Qualitative ContentAnalysis For the qualitative content research (QCA), a study semi-structured expert interview has been chosen as the main method. According to Schreier (Schreier, 2012), qualitative content analysis is a method for systematically describing the meaning of qualitative material. It is done by classifying material as instances of the categories of a coding frame. For our qualitative research, we have organized the work around these 10 steps (Leicester, 2015). Deciding on you’re a research question Selecting the material Copy and read the transcript - make brief notes in the margin when interesting or relevant information is found. Go through the notes made in the margins and list the different types of information found Read through the list and categorize each item in a way that offers a description of what it is about. Identify whether or not the categories can be linked any way and list them as major categories (or themes) and / or minor categories (or themes). Repeat the first five stages again for each transcript. When we have done the above with all of the transcripts, collect all of the categories or themes and examine each in detail and consider if it fits and its relevance. Review all of the categories and ascertain whether some categories can be merged or if some need to them be sub-categorized Finally the interpreting and presenting of findings. Based on the research question and the literature research, an interview guide has been written which can be found in appendix 7.1. The interview guide is characterized by open questions, which allows and encourages personal answers to be given by the interviewees (Mayer, 2013). We have taken notes during interviews (transcribing) or observations and take a recording so that we can concentrate and listen and respond better. Due to data protection of the interviewed companies, some recordings are
- 49. 49 treated confidentially. Thetranscriptions have been sent to each of the interviewees for validation and can be found in appendices 7.1. 6.1.3 The researched questions The objective of the thesis is to answer the below questions designed around the development of the “Enhanced New Marketing Automation Model”, presented earlier in chapter 5.6, the lead question being: “What are the required means, skills, tools and processes for successful Marketing Automation, leading to marketing efficiency and more revenue generation?” Research question 1: What are the main reasons for implementing Marketing Automation and the benefits? (see findings in chapter 6.2.1): Research Question 2: What information and technology infrastructure is required for successful Marketing Automation operations? (see findings in chapter 6.2.2) Research Question 3: How is the data stored and processed (analysed, structured)? From what sources? (see findings in chapter 6.2.3) Research Question 4: Who is in charge / organizational chart / sponsor for Marketing Automation? (see findings in chapter 6.2.4) Research Question 5: What are the most efficient Marketing Automation rules or flows? (see findings in chapter 6.2.5) Research Question 6: What are the success factors for operating Marketing Automation? (see findings in chapter 6.2.6) Research Question 7: What are the challenges and obstacles when implementing Marketing Automation strategies? (see findings in chapter 6.2.7) Research Question 8: What do you believe is up next for Marketing Automation? (see findings in chapter 6.2.8) 6.1.4 Sampling Part of the data used in this paper will been collected in performing interviews with experts in automation in various industries. The principle is to represent diversity so that
- 50. 50 broad material ofdata can be captured from the interviewed professionals. Online retailers are in general more interested in Marketing Automation than companies without an online shop (Heimbach, 2015), therefore the focus was primarily companies with e-commerce capabilities. The interviewers were selected based on their experience of the topic and readiness to participate the survey. The questionnaire used for the qualitative content research was designed according to the “Enhanced New Marketing Automation Model” proposed in the chapter 5.6. The aim of the interview is to meet various business-to-consumers (B2C) and business-to-business (B2B) companies’ professionals using Marketing Automation across industries of different sizes and countries such as CRM, Retail e-commerce or marketing departments. Illustration 6-2 – 12 interviewers’ sample list
- 51. 51 As the illustration6.2 shows above, three companies are in Business to Business and nine companies are qualified as Business to Consumers. One interview was conducted with Marketing Automation consulting agency and one with a software editor. 6.2 Research findings In this chapter we have used the content of all the twelve interviews and structured the respondent’s answerers around our research questions and the coding used for the qualitative content analysis. Detailed coded interviews can be found in appendix 1.1. 6.2.1 The root causes and benefits for implementing Marketing Automation In this chapter, we have grouped all most cited reasons for implementing Marketing Automation. Here was the researched question: “What root cause made you implementing Marketing Automation and to answer what business question? For what benefit?” We found out the following reasons that we have structured by topics: Marketing Automation should be considered as fundamental component of any customer centric strategy. It is most suitable for companies with large volume of customer interactions across complex digital customer journeys and to improve marketing efficiency processes. Increasing customer satisfaction, increasing incremental sales to avoid storing data in silos was systematically quoted. “The idea behind Marketing Automation is the marketing orchestration, in other words to combine all communication channels in a consistent framework, so that you can interact in a consistent way and really accompany your customers across channels with a consistent message and at the end of the day this will be generating revenue (Interviewee_1, 2016)”. The customer journey being extremely complex today, it is important to be able to offer the customer a unified and consistent shopping experience across medium. For multichannel merchants, preferring online or offline is not the question but offering both online and offline channels in one unified experience is the most important aspect. At the end, the objective is the personalization of advertising and content. The right
- 52. 52 message to theright customer at the right moment in the right context is at the end the objective. Integration with sales is important for many of the respondents as well. Making sales team happy in providing qualified traffic is certainly a fundamental motivation for Marketing Automation operators, especially in the Business to Business area. “A reason for implementing the Marketing Automation was the integration with the sales CRM and sales force tool in order to manage and automatize more. So every day we can send the top leads to our sales departments and they can see how hot they are. That is a really great function that sales team really love because you are basically not shooting them in the dark (Interviewee_9, 2016)”. Data management and particularly the data quality management was mentioned as a critical issue that should be taken as a strategic business question. The opportunity to get first hand customer information or first party data was named as a key advantage, even if data privacy is a growing concern. “The customer data storage might be threaten by the legislator in the future, to protect data privacy more. The change in the safe harbour laws is a concrete signal for it (Interviewee_9, 2016)”. High efficiency and measurability of the marketing campaign is a key decision factor for implementing Marketing Automation, in particular the ease of measuring digital return on investment and understand what prospect of customer do. Company wants to be capable to save money and resources by automating repetitive tasks in order to reallocate money to most successful marketing campaigns. The repurchase rate was quoted as important KPI to measure success, especially when merchant are operating in the retail e-commerce business and need their website to be generating traffic or when the buying process is particularly long. Companies are searching to improve the ease of managing complexity such as multiple layers of co-existing automated flows involving several thousand of contact. They want to diminish the risks of errors. “At the end, Marketing Automation tries to capture customers data into one system and set up an infrastructure to track behaviour and send them some communication without doing too much manual work” (Interviewee_9,
- 53. 53 2016). “There arecompany that are launching several products, several lines in several countries with limited resources and the only solution is to automate things” (Interviewee_8, 2016). Merchants also wants to educate customers to complex products or services which need on-going education. “A TV 20 sec copy isn’t the appropriate medium for educating customer about a product as opposed to a nurturing program, which can be activated in a more appropriate manner and in a more detailed way (Interviewee_12, 2016)”. 6.2.2 System architecture Since Marketing Automation essentially relies on technology, we thought we would put together information about technical architecture recommended for Marketing Automation. Our researched question was: “What information and technology infrastructure is required for successful Marketing Automation operations?” This what we found out: Most interviewee agree to say that the primarily role of Marketing Automation is to do the marketing campaign orchestration. “The CRM will be managing the customer records and sales, the data warehouse will be the place where you will be doing your data analysis, the data discovery, and consolidate data from different channels (Interviewee_1, 2016)”. To have a solid customer referential is another very important aspect. This can be a CRM, a data warehouse or even the e-commerce itself. The system architecture should be divided in three layers: first the data layer on the down side, which is relying on the Data Management Platform. Data management platform is used essentially to reconcile different sources of data and for advertising in order to get the most qualified placement. Data Management Platform is part of the automation tool suite. It consolidates external and internal data such as first, second and third party data. The orchestration layer would be the second layer which is the place where the business people design more sophisticated campaigns and manage channels, timing, conditions and messages to customers. Marketing Automation can offer value at every single steps of the customer life cycle, consolidating new consumer data, building the relationship with existing customers, re-engaging lapsing customers, reengaging dormant or
- 54. 54 removing unprofitable customers.Finally, the third layer is more a customer communication layer or the visible part for the prospect such as website, CMS, e- commerce, mobile etc. Some tools such as Maximizer1 allow the merchant to personalize the content based on the scoring model. Finally, interviewees draws our attention to the difficulty to manage big volume of data, leading to possible lower data load performance. 6.2.3 Data Management Marketing Automation works essentially with data. Data is the main asset to make Marketing Automation work. Therefore we have designed the following research question: “How do you store, structure and analyse the data? From what sources?” here is what we found out: The most challenging element is to find the right action for the collected data. “Data collection itself is not the problem; data is available from any source of platform. It makes analytics more efficient, and figure out what action to take is the challenge (Interviewee_5, 2016)”. Here are some possible ideas to help. First it is recommended to choose the right data model that meets the business requirement. This is a key success factor that confirms our recommendation to focus first on the business question seen in the chapter 5.5.2 before starting collecting data. Data model is like mapping guidelines or data dictionary which help to design the database, facilitate its usage and allows to segment or target with more accuracy during the campaign design phase. We have observed that the definition of a customer lead varies from company to company. Therefore the data mapping definition is important before starting the Marketing Automation project. For example, some companies calls a lead a customer question and some other calls it a customer. The data dictionary helps to avoid confusion. One ID for each record should be defined in the data model in order to avoid duplications. A good practice is to use the email address as unique ID. The centralization of the data is another 1 Maximizer: CRM Software: http://www.maximizer.com/
- 55. 55 very important successfactor in building the data architecture. By centralization, merchants mean connecting different data layer such as Data Management Platform, CRM, Marketing Automation and Data Warehouse. This should help do better marketing because the business owns more data and can get a 360° view of the consumer. It also enables companies to enrich customer profile by putting together first, second and third party data (see chapter 5.6.5) for detailed explanation. “In order to improve the data quality and comprehensiveness, progressive profiling techniques can help companies in getting the data in a non-aggressive way (Interviewee_1, 2016)”. Another innovating method used to enrich first party data used by US interviewees is the integration of third Party data to First party data. The idea is to enrich the company first party data in adding third party data from data brokers. Scoring is a key fundamental which Marketing Automation uses to segment dynamically and in real time the customer base. The scoring is generally based on two or three dimensions such as demographic, purchase history and overall online or offline activity. The recency-frequency-monetary (RFM) method plays a major role in the way managers look at the financial performance of a particular customer. That way, the business could qualify customers in different segments based on the probability that they will buy the product or engage with the brand. At the end, the business wants to be able to rate who are the customers with the highest potential value. Not all interviewees are using scoring methods. Some still use very basic segmentation methods. “In our company we tend to take the whole database and divide it into 2-3 segments for campaigning. E.G Half for male and female with two messages. We always try to reach out 100% of it. Our partners in our sales organization are concerned they would lose opportunities when they address their campaign to too narrow segments (Interviewee_4, 2016)”. 6.2.4 Organization & Processes Marketing Automation is not just technology and a piece of software. Strategy, business questions, processes, resources and people are needed on top to make it work. How exactly? What is the best possible organization and processes to make it function? To answer the question, we have asked interviewees the following question: “Who is in
- 56. 56 charge / organizationalchart / sponsor for Marketing Automation?” We found out the following: The involvement of the company management is key. The role of the CEO in building the digital customer centric vision is very important. “Finding the right sponsor in the company is the essential challenge, someone that understand the value of Marketing Automation (Interviewee_1, 2016)”. In fact, merchants said to be able to develop Marketing Automation skills with an agency or develop the knowledge internally. At the end, what is important is to be able to build a learning team, to keep themselves informed about the evolution of Marketing Automation, keep up with the pace of change. The software editor is often a critical team member in the sense that it can support the business actively, in both training and consulting. For larger organization, sharing the same Marketing Automation tool across organization and consequently expertise is essential in order to find economy of scales and develop best practices sharing. The collaboration across teams was cited as very important. This is indeed often a very iterative process, which requires a lot of goes and returns, trials and errors until the rule is adopted and works well. Often there is no formal process when it comes to create automation flows or rules, but collaboration across functions and teams is essential. New Marketing Automation opportunity should ideally be identified by business analysts, which carefully analyse the data and make recommendations how to setup the campaigns. “We test a lot thanks to our good project management. We avoid big bangs. We develop in small steps which we can carefully monitor (Interviewee_4, 2016)”. Sometime leadership in in the hands of IT, sometime in marketing or even sales. Teams involved in the Marketing Automation processes are generally structured around several functions such as Digital Marketing (Analytics, social media, SEO experts, webmaster, producers), Branded Marketing (Planning, media, creative, business analyst), IT (Data base engineers, programmers, information architecture, ERP, Data Warehouse) and Sales or Retail (CRM manager, Key account management, Retail manager). In larger international organization, they are mirroring functions at both corporate and local levels.
- 57. 57 Merchants are oftenusing several hundreds of co-existing rules running in parallel. “We have hundreds of rules, for every single scenario you can imagine (Interviewee_3, 2016)”. However, it does not mean merchants automate the whole volume of communication but in average between 10 to 50 % of all communication. In general, a good practice would be to identify critical moments when the customer enjoys the newly established relation with the brand in order to ask him for more information. They are of course other critical moments, which in general may be identified using the method “Customer Journey Mapping”. “Know the customer journey of your users; identify what is the critical moment where you can make the difference in engaging prospect the right way (Interviewee_1, 2016)”. It is a good idea to select the five most critical or important moment to be transformed into a Marketing Automation flows. What Marketing Automation rules should be put in place at first? According to most respondents, the criteria is recurrence. “We don’t automate campaign if there is only one sent out. We focus on campaign which are standardized or sent out a certain day like birthday (Interviewee_4, 2016)”. “So we marketing people come up with the concept and go back and forth with the management to refine the concept, but it may takes months until it ends up to be implemented. If it does not work so well, we refine the concept, this is a very iterative process until things work well. A collaboration between IT, Management and marketing” (Interviewee_7, 2016). A good practice is the frequency rule, in order to avoid spamming the users, it is a good idea to set-up a capping that avoids the user to receive too many engagement proposals during the same period of time. Finally existing campaigns, rules or flow should be carefully monitored at least on weekly basis internally, and for the merchant working with external agency, a quarterly program review is recommended. 6.2.5 Marketing Automated, most efficient Rules & Flows We found difficult to render the richness and complexity of Marketing Automation rules used in companies today in a very detailed way. To make these rules more understandable we have chosen to share in this paper most often quoted Marketing Automation programs. Programs are sets of Marketing Automation flows all put
- 58. 58 together with theaim to reach one business objective. While asking, “What are the most efficient Marketing Automation rules or flows?” we found out the following best practices which we sorted out following the logical development of the customer life cycle: Look alike modelling is used especially in the context of advertising (see also chapter 5.6.3). Based on their Marketing Automation capabilities, merchants can interface their third party data vendors in order to activate new audiences based on their best profiles. “We model new audiences based on the most interesting segments on our database. It increased our search and display advertising performances dramatically, reducing waste and increasing the targeting of our impressions, (Interviewee_3, 2016)”. “We use third party provider which send us third party data on each single lead in our system. They can say this person has a very good credit profile, this person owns a home that is larger than a given surfaces, they give us a lot more data on that person, based on a system of 0 to 10 we give this lead a value. If they have a high income they are much more valuable to me than someone that is a student, this is how we assign and value every lead and we put them in to a different bucket (Interviewee_3, 2016)”. Welcome program. This is the use of a welcome program in order to introduce the company product of services right after he first registered (also called the honeymoon phase because the prospects is excited about the brand) in using 3-4 emails (Interviewee_1, 2016). This is typically a critical moment. This is often the first nurturing program that will be used to start qualifying the user activity level and interest. Interestingly, the welcome program is most often used to start profiling the customer, looking at what he responds in particular. This will indicate the merchant many valuable information about his current of future interests. The daily / weekly-personalized newsletter Program. The daily newsletter always works because it is not generic but personalized. There, the open rate is generally high because of the personalization based on user preference. “We have 60% open rate on a daily newsletter. We do 5-10 less turnover if we do not send the newsletter. For an email of 10’000 send out, 6000 opens and about 70 convert which is a 1.16% conversion rate (Interviewee_5, 2016)”. Another respondent active in a real estate market place sends
- 59. 59 a weekly newsletterbased on user preference. “We look at customer behaviour and we pick the best property for each customer each week. Then once we picked the best eight properties for each customer, everybody gets their own recommendation personalized. In one single shot, we touch like almost like a million customers and all of them receive unique personalized content (Interviewee_9, 2016). Nurturing programs. This program has actually several core benefits. Beyond the obvious educational benefit, which we mentioned already in the chapter 6.2.1, nurturing is key to enrich the prospect or customer profile by using analysis his behaviour. Typically, the activity level is a key component of most scoring model. Information such as open rate, clicks, number of visits, page type, value of the page, interests and journey will be used in order to understand the preferences and qualify the customer activity level and to select the right nurturing program. In general, bringing emotion in the personalization is important “E.g. when we send a picture of a customer’s last year holiday’s trip, a picture that reminds him great memories. This is connecting my emotions to the brand and I might read the rest of the email just because of that. Personalization is key, adapting the content, leverage the different data source “ (Interviewee_8, 2016). The abandoned card is a critical nurture, which is used by most of the merchants we have interviewed. This is considered as a must, unless the shopping card is used as a shopping list. There, merchants need to be very cautious while engaging, not to upset customers by over communicating to the ones who are just using cart as a shopping list with no intention to buy. Here the message associated must be gentle, not too aggressive, offering help or support, with a consumer service contact number for example. Happy customer Program. This program is used to survey automatically customers about their overall order satisfaction. The happiest customer will be automatically asked to review products or to invite friends to sign up against a reward such as a discount. Unhappy customer will be redirected to customer service with the hope of making them happy again, offering gift, products replacement or additional support. The program flow is fully automated.
- 60. 60 Loyalty through rewardprograms. There is a very nice way to address loyalty in defining rules that trigger specific “reward” communication. This can be an open strategy e.g to communicate openly the rule such as “buy 3 times and you will get a bonus”. This program can be implemented as a nurture in the Marketing Automation system. This also can be a hidden strategy. In that case, you basically define the same rules, but without communicating it openly to create a nice surprise effect. This should boost the engagement of already engaged people with the goal to push word of mouth. In general, we cannot force someone to sign up a loyalty program. We should give customers incentive because we offer special information, special offers, new collection, incentive such a monetary gift, surprise gifts, which we don’t communicate upfront for most loyal customer such as an fashion show. “The customers interested in our brand accept to enter the loyalty program, this is a good filter” (Interviewee_4, 2016). Lapsing prevention program. Reactivation activities can also be triggered whenever the Marketing Automation system detects when a user last opened an email or purchased something. We call it lapsing contact. A best practice is to identify this event as early as possible to react with different offers or messages. “The goal is to avoid losing the customer. Depending on the length of the sales cycle, it is possible to contact someone after sometime when we know that it is the appropriate moment for a product recommendation. E.g cross-selling nurtures (Interviewee_1, 2016)”. If for some reasons, a customer is not opening an email, you can decide to fire some display banners to re- engage that prospect. “The idea here is to switch from channel based on the absence of customer reaction. So the idea is to dynamically change of channels based on customer behaviour. This is interesting as a lapsing strategy program as well (Interviewee_8, 2016)”. Of course, after a certain while, if the customer is not responding anymore, we should simply stop engaging him. Search triggered campaign program. “When a customer goes on a site and search for something, there are automated programs that listen to that. Just after the customer made a search, we can save this information and shoot him an email right away that says: “hey you just searched for the properties in Belmont California” Here we can propose you some more in an email (Interviewee_9, 2016)”. Similar concept is the
- 61. 61 predictive blasting. “Isee a notion of predictive blasting which is a learning database. It actually knows when a customer normally opens an email, or click on an email. Instead of pushing an email in one big push, they wait and think who are the customer who opens email in-between 10 and 11am, shoot them that email when user likes it to open it the most (Interviewee_9, 2016)”. Drive to web. This program intends to invite customers to register online their purchase in exchange of benefits such as discounts, promo, extended guarantee etc. Generally, this is also the occasion to start a nurturing programs. “Our strategy is to capture offline user data which represent 90% of our users. We have driven-to-web programs when you open your machine and get an invitation to register online with a promotion. At that moment the customer is super excited with his machine, you have a better chance to get the opt-in (Interviewee_12, 2016)”. 6.2.6 Best practices recommended by the interviewees In this chapter, we want to highlight all other best practices mentioned by interviewees, excluding Marketing Automation rules and flows already cited in the previous chapter 6.2.5. Here was the researched question, “What are the success factors for operating Marketing Automation? Where is what we found-out? Marketing Automation is particularly suitable for e-commerce. It cannot work well without it, they simply work well together. While e-commerce capabilities transforms traffic into customers, Marketing Automation intensify visits, loyalty and traffic. Data management: several merchants have advised us to pay attention to data load performance, especially when the company must data-mine large volumes of data. This should be be carefully discussed while defining the project technical specifications. It is recommended to use a unique ID to avoid creating data duplication. It is advised to use the email address as a unique identifier in order to increase data quality and to avoid duplicated records. Data focus. Focus on the data you really need, if not you might be overwhelmed with data overload. It is recommended to set the business questions first and get the data
- 62. 62 the company needs.It can be hazardous to store all possible data. It is more complex, costly and might lead the project to fail. Centralization. It is recommended to have all data as centralized as possible to avoid data silos. Possibly create interfaces among systems, defining the master system clearly for each data category. Normalization. It is important to have clear and structured data using technics such as data normalization. Progressive profiling techniques can help you enrich your customer data profile in getting the data in a non-aggressive way. Scoring is a fundamental method that will help you segment the data dynamically and in real time on two or more dimensions, e.g sales and user activity. This is the base for start Marketing Automation activities. System architecture. The ideal system-architecture connects Data Management Platform, Marketing Automation with a solid customer referential such as a CRM together with the customer interface e.g e-commerce site. This will help you do better marketing because you have more data and can get a 360° view of the consumer and enrich his profile by mixing first, second and third party data. Monitoring. It is recommended to run Marketing Automation reports every week so it is easier to see which Marketing Automation rules are not working well. Discuss it with the team and optimize or remove flows accordingly. Personalization always works. Customer really loves when it is personalized, when it is not generic. Marketing Automation offers you three fundamental ways to work out the personalization. Audience targeting, personalized message and contextualization. It offers different dynamics in your communication. This means that with one email template, you could create a large number of individual versions and create a very personalized communication program with low efforts. New Rules creation. It is recommended to start testing your Marketing Automation rules manually and find a way to automate the one that works best.
- 63. 63 Customer Journey Mapping.It is recommended to know the customer journey of your users; identify what are the five customer critical moments where you can make the difference in engaging prospects the right way. Try to automate the customer engagement of these five critical moment. Customer management. Pay attention not to over spam. If a customer does not respond to your communication, remove him from the list. The business analyst skills. It is recommended to hire a business analyst that carefully analyse all the data and set-up the campaigns based on their recommendations. A key success factors is to have somebody responsible who really want to get it right, to “fall in love” with this project. If you are a manager and you are building up a function, you need to find the right folks to do this job really well (Interviewee_6, 2016). Emotion and emotional copy, is key to success. Price is important, but just not the main thing. We should show the product the user really wants. Whatever Marketing Automation you use, you’re going to need content, and if you are not clear what you want to market to, and communicate with, you need to sort that out and identify what type of content you need at this stage of the buying process (Interviewee_6, 2016). 6.2.7 Mentioned obstacles and challenges by interviewee Any new marketing discipline raises challenges when it comes to start the operations of it. The aim of this chapter is to draw reader’s attention of the challenges and obstacles they will be meeting while starting a Marketing Automation project. Here was the researched question: “What are the challenges and obstacles when implementing Marketing Automation strategies? Here is what we found out: Identifying a buyer interest for a product or service before all other is key, but can be complex. A substantial part of the Buying process is complete before the prospect reaches out the vendor. “Between 55% and 70% of the buying process is complete by the time the prospect or the client reaches out to the vendor. That means that how we engage or where and what we engage with has changed. And marketing has a significant role in that new dynamic” (Interviewee_6, 2016).
- 64. 64 Data load performances.Marketing Automation rules will co-exists with several hundreds of marketing rules in parallel. Their execution may be getting slower due to data load performance issues. This possible technical obstacle should be discussed with the Marketing Automation vendor at an early stage of the project to size the technical architecture accordingly, especially if the company plans to have a significant number of rules running simultaneously. Data quality is the one of the main challenge; it turns often to have a quite messy structure, which means a lot of data duplication. Because the systems are all over the places set up in silos, the maintenance requires on-going tasks of cleaning up the data and to make sure this work around. Turning data into action. A challenge is to find the right action for the data. The data collection itself is not quoted as the main problem; data is available from a quantity of sources of platform. To make analytics more efficient and figure out what action to take is the real challenge. Cultural change. The adoption and the management of change in the company while introducing some automation is a challenge. Some respondent have raised the difficulties to bring together marketing and sales to understand each other and agree how Marketing Automation can be beneficial for both. Technical solutions. Respondent perception is that among the Marketing Automation tool available on the market, there is no solution that does everything along the customer journey in an integrated way. Only interfacing several applications allows the business to cover all business needs. Changing business requirements. Complex IT landscape makes it difficult for Marketing Automation to work well. From the business side, the constant changes of business requirements and campaigns makes it difficult to automate. 6.2.8 What is next for Marketing Automation? However, Marketing Automation is new, it continuously develops itself. We wanted to ask our interviewees how they see Marketing Automation in the future. Here is how we
- 65. 65 formulated our researchedquestion to them: “What do you believe is up next for Marketing Automation?” Here are what we found out as key trending topics: In the future, marketers will be able to influence the buying process much earlier “Today, the buying process is partly completed a lot earlier before the purchase is made. If we look at the buying process, at the end question I think is: how far back or earlier in the buying process is one to one going to be coming?” (Interviewee_6, 2016). The future of Marketing Automation will continue to be developed around customer centricity and through data integration with customer identification across channels or mediums for more relevant targeting. The future is “the consolidation of data across channel, across DMP, Marketing Automation, CRM, social data and call centre. In a word, future will be consolidation across all data touch points to really have a 360° customer view around and really be able to enrich the data with all this information (Interviewee_1, 2016). Data management platforms. Their capability of reconciling several sources of customer database and their ability to integrate third party vendor make it the trending topic in the future. “The DMP are the next big thing. Using it, we can bypass the privacy issues. Data management can manage anonymous data. Data Management Platform allows you to deliver personalized content, not only in using first party data but also third party data. This sort-out our privacy issue” (Interviewee_2, 2016). Another trending topic is the engagement of unknown or anonymous customers “From a feature standpoint, the unknown customer thing is just at the beginning, we’re just at the start using anonymous data, with more loyalty programs, offline data available” (Interviewee_8, 2016). In general respondent consider Marketing Automation as a very efficient opportunity, but recognize the limitation of some tactics such as remarketing which target over and over same customers that have for example already purchased their goods. “The next big thing will be a massive improvement of remarketing. Now it is bad. Remarketing ignores if you have already purchased a product, but still try to sell you the same thing” (Interviewee_5, 2016).
- 66. 66 In general, respondentshad concerns about data privacy. They know they could store more data than users could ever think of. Some expects changes in the future: “I hope they will be changes in favour of the customer. Today we could buy porn data of our users to improve targeting if we want too. It is on top very accurate. I think the law should be more in favour of the customer (Interviewee_5, 2016). Some are more neutral “Let us see how the regulator will do in this area, it might be more complicated to collect data” (Interviewee_10, 2016). 6.3 Discussions In writing this discussion chapter, we had to admit pretty early that the reasons for companies to implement Marketing Automation were not only to increase marketing efficiency or generate more sales as stated in the assumed thesis objectives, but it was initiated by many more reasons. Among others, we can name organizational issues, data quality issues or more broadly the implementation of a customer centric strategy. Of course, Marketing Automation was confirmed to be implemented in order to increase marketing efficiency, but motivations were surprisingly much broader than expected. Following the structure of the eight researched questions, we will be discussing them in the next paragraphs: Root causes. Reducing management costs was an essential aspect of marketing efficiency for interviewed companies. Today the huge volume of customer data to be processed, the multiplication of customer touch-points and the demand for more personalization and real-time communication requires managing increasingly complex customer engagements across a myriad of channels. Marketing Automation systems can really support the business to do this. Human alone cannot face the huge volume of customer engagement opportunities. Trying to target small customer segment with high-customized messages can be really challenging without any specific software, especially when taking into consideration the moment, the context and the user- preferred medium. This level of personalization is by essence one of the purpose of Marketing Automation and only this can generates more interest, relevance and customer engagement.
- 67. 67 To succeed inthe implementation of Marketing Automation, a company must have a clear vision, a strategy, a business question clearly defined with clearly formulated objectives. On top, marketer must obtain the support of the management of the company. In some cases Marketing Automation can be initiated under the leadership of visionaries’ employees, but the project-owner should have an internal sponsor. In some cases, the help of an external consulting agency is recommended to acquire the knowledge internally. Our impression was that most of the interviewed companies’ management was not always involved in the Marketing Automation project. A classical company strategy is the customer centric approach. This is a must when trying to establish an omni-channel strategy. This all starts with the capturing and centralization of all customer data at one place. For many of our respondents, this was the “grail” to achieve even if most of them struggle to progress as fast as they wished. In that area, we believe e-commerce pure-players are better positioned in the integration process, because they already own the data in a digital form. Traditional retailers with physical stores and e-commerce businesses are facing more difficulties to integrate both channels due to the nature of their offline business, existing systems’ legacy and data structured in silos. Marketing Automation integration in one system architecture or IT landscape is not simple and requires many interfaces to manage data in a seamless way across the whole company. Automation can apply to all area of the company, and each company application may be integrated, from data management to Marketing Automation, to Marketing Automation to CRM, Demand-Side-Platform, e-commerce, retail stores, call centre or ERP and this is just the inner part of the ecosystem. A whole world of external properties, such as social media or third party data vendors can be additionally connected. This fragmented ecosystem represents the major obstacle and the greatest opportunity for those who find out their way out. We believe there is no Marketing Automation ideal system architecture because most companies today are different and for most of them suffering from poor data architecture legacy structured in silos, which prevent them from managing all data at one place. Here again, we believe this requires the support and leadership of the management. Alone, business-units cannot do the job
- 68. 68 well. Of course,part of the solution is technical. We believe that conceptually the integration should consist of a data management layer, enriched with another layer for the marketing orchestration and finally a layer for customer interfaces such as CMS, e- commerce or advertising medium. Most company do not have the knowledge to build their own Marketing Automation solution that offer the level of integration needed to implement an efficient customer centric strategy. One of the Marketing Automation fundamental progresses was to be brought on the cloud and integrated as a suite, reducing dependence over IT. This is good, but Marketing Automation only works well when tightly integrated with other existing systems such as client referential, e- commerce, ERP and data management platforms. Therefore, the role and support of IT teams remains a success factor. We were surprised to see that interviewed companies aren’t using the full potential of functionalities that Marketing Automation vendors provide. They often are seduced with the feature richness but are only using a tiny share of it. Some are even using it as a fancy email-marketing tool or just using the ability to create landing pages or simply using some key standard automated flows. This can often be explained by the lack of resources, both human and financial, maybe the lack of interest for it. Today the huge volume of customer data to process, the multiplication of customer touch-points and the demand for more personalization requires managing an increasing complex customer journey across a myriad of channels. We believe Marketing Automation system can really support the business to manage all this data complexity. Human alone cannot face this huge volume of data. Trying to target small customer segment with highly customized messages can be challenging. Especially taking in to consideration the moment, the context and the user-preferred medium. This level of personalization is by essence one of the purpose of Marketing Automation and only this can generates more interest, relevance and customer engagement. In general most of our respondent said to be sensitive to the notion of data quality and storage, but they also expressed concerns regarding the increasing complexity of processing all the data volume, and which relevant methods to use. They ask themselves “how can I concretely transform my data into something actionable?” The usage of first party data is a priority
- 69. 69 for the business,and most managers understand the importance of combining the different sources of customer data such as second or third party data in order to get a better picture of their customer’s profiles. We have learned that the assembling of all kinds of data into a unique customer record can be very complex and requires robust technologies such as DMP that supports data load performances. The best way to keep data actionable all the time is to use a solid scoring method. Even if most of companies rely on methods such as RFM combined with user activity, scoring is an essential method to continuously keep customer segmentation up to date and to engage them in a relevant manner. Marketing Automation requires lots of preliminary manual work. It is not a magical tool. Automating existing processes or identifying new one is labour intensive. Concretely, the organization & process of creating new Marketing Automation flows varies from company to company. Most often, its starts from existing marketing rules, which works well and are appropriate to be automated. This allows to save resources and to reduce risks of errors. The method we think has the most potential to start with while trying to identify new automated flows is the customer journey mapping methods. It consists of identifying at least five critical engagement moments between the brand and the customer, which favourably develop the quality of engagement or sales. Here, the corresponding processes of the five critical moments should be transformed into Marketing Automation flows and monitored in order to be optimized over time. In general, bringing these flows into action require the participation of a multidisciplinary teams such as marketing (branded and digital), sales (retail, wholesale), IT and technical producers or external agencies. New automated flows can also be created based on the in-depth data mining of business analyst. The additional use of headcounts such as data analyst is the next fundamental step in the Marketing Automation optimization process. Hiring and keeping talents in place is fundamental. Implementing Marketing Automation is an iterative and collaborative task that involves primarily marketing with direct contribution of sales and support of IT. Marketing Automation is often there to work hand in hand with sales. Both organizations must be aligned in the definition of what is
- 70. 70 a lead, whatare the different customer critical moments, what content is needed and how will the hand over to sales be made. Marketing Automation is not just a fancy email-marketing tool. Fundamental functionalities are data catching, scoring and behavioural tracking in order to engage customer using both paid and owned medium of all sorts. Marketing Automation users should build their own customized flows and programs that meet their business objective. Today, we believe Marketing Automation is too email centric. The full potential of Marketing Automation will not be reached, unless all medium such as paid or owned media can be activated in combination. When implemented correctly, the analysis of customer data should be able to indicate automatically what medium to engage first and find a substitute in case of lack of customer response. In fact, today many of the Marketing Automation flows are working using email based communication only. The use of the program lookalike modelling has for us one of the biggest potential of adoption among companies today. This improved version of remarketing is bourgeoning and raises great interest among advertisers. We see as immediate benefit the massive improvement of targeting and cost savings by enriching a brand first party data with third party data. This technic starts to be broadly adopted among the US companies. This can be explained by the fact US based advertising benefit from a broader offering of third party data vendors. 6.3.1 Summary of the researched questions What are the main motivation for implementing Marketing Automation and the benefits? Marketing Automation can be implemented and used for many different reasons and not only for marketing efficiency or revenue generation. Managing an important volume of customer interactions is the primarily reasons for implementing it. But it can also bring advantages in data quality management, in developing a customer centric strategy, sorting out organizational issues especially coordinating marketing and sales efforts, increasing customer satisfaction, develop customer personalization and customer scoring.
- 71. 71 What information andtechnology infrastructure is required for successful Marketing Automation operations? The ideal marketing solution does not exist. But conceptually the integration should consist of a data management layer, enriched with another marketing orchestration layer and finally a layer for customer interfaces such as CMS, e- commerce or advertising medium. The whole works in a closed-loop in order to constantly enrich customer ID profiles and improve profiling by using scoring methods. Even if Marketing Automation is today often available as a cloud based software, development of interfaces to other company applications or external company ecosystem is required. It can become a complex project that needs to be supported by the management and with the participation of marketing, sales and IT. How is the data stored and processed (analysed, structured)? From what sources? Data quality is the most important element of a solid data driven marketing strategy. Method such as data normalization, progressive profiling should be carefully implemented. Marketing Automation in combination with a data management platform, a clear customer referential with a unique record ID is the required conditions to secure elementary data quality. The definition of a data dictionary will help to design the database fields, facilitate its usage across teams and allows to segment or target with more accuracy while designing the campaign. All sort of digitalized data can be reconciled under one customer record using a data management platform. The implementation of a solid scoring model based on transaction and customer activity is essential to engage customer in a relevant manner and to enrich his profile continuously following a closed loop cycle. Most advanced data strategies combine customer data sourcing second and third party data on top of the company first party data to get the most comprehensive and broadest customer knowledge. Who is in charge / organizational chart / sponsor for Marketing Automation?
- 72. 72 Successful MarketingAutomation’s manager’s benefits from the support of their management with clearly defined business question and know their success factors. The implementation of Marketing Automation is an iterative and multidisciplinary project between marketing, sales, IT and sometimes with the support of a consulting agency. The initial process of creating Marketing Automation flows should be using the customer journey mapping method. This is the definition of customer interaction critical moments that might be automated. Automating existing successful flows is also recommended. Finally, the help of a business analyst in order to identifying new opportunities and customer data insight is a good methods as well; they all help creating new relevant flows. What are the most efficient Marketing Automation rules or flows? Most successful rules are the one that answer the business questions. They can be several hundred co-existing rules that should be monitored on a weekly basis and constantly optimized in the Marketing Automation orchestration tool. In our research, most often cited Marketing Automation programs were: the look alike modelling program, the welcome nurturing series, the first order push, the abandoned cart, the drive to store, the search triggered campaign, the lapsing prevention program, the happy customers programs (see chapter 6.2.5 for details). Programs are sets of Marketing Automation flows put together with the aim to reach one particular business objective across the customer life cycle. What are the success factors for operating Marketing Automation? Marketing Automation is suitable for companies that manage important volume of customer interactions across channels and devices with limited resources. This is important to have one or several business question clearly defined. This will help focus on the data acquisition selection. The support of the management is key to succeed. Company should identify at least five critical customer moments and automate them while starting the Marketing Automation project. It is admitted that transforming existing marketing processes that already works well
- 73. 73 into automated processesis a good idea. It is important to hire a business analyst, which carefully analyses all the data to find out segment, business opportunity of insights. A key success factors is to have somebody responsible who really want to get it right. Marketing Automation is the right orchestration tool to implement a customer centric communication strategy. It is the right tool to do more personalization or real time customer engagement. It is important to centralized customer data as much as possible into a single customer referential database in order to track customer across devices and channels. Interfacing Data Management, Marketing Automation and paid or owned media works best together. Paid or owned media personalization always works. It is recommended to run Marketing Automation reports every week so it is easier to see which Marketing Automation rules are not working well. Discuss it with the team and optimize or remove flows accordingly. Finally, to us use emotional copy is essential. What are the challenges and obstacles when implementing Marketing Automation strategies? Identifying a customer intention to buy at the earlier possible stage and track his journey across the full customer life cycle is the most challenging obstacle. The integration of Marketing Automation into a complex IT landscape with poor data quality such as duplication, lack of data normalization or siloed data are the biggest challenges. Pragmatically, data processing can become slower with the increasing volume of stored data leading to data load performance issues. Cultural changes within the organization and alignment between marketing and sales can also be an obstacle. Ongoing business requirement changes leading to flow adaptation can be time consuming. Capturing data is easier today, but finding insights or relevant meaningful segments to activate is more challenging and requires people, methods and technology to automate. What do you believe is up next for Marketing Automation?
- 74. 74 The leadingquestions for the future of Marketing Automation is summarized as such: “How can we start engaging customers automatically at a much earlier stage in the buying process, far earlier than the initial contact with the vendor?” Part of the answer lays in the data omniscience. The on-going development of anonymous customer data reconciliation under one ID record with the support of Data Management Platforms will help massively. The today limitation of remarketing with too basic retargeting principles is hoped to be massively improved in the future. Finally, restriction or liberalism in regards to data privacy is a growing concern among professionals. Marketers expects to get more customer opposition in regards to the use of their private data. 6.4 Conclusions Marketing Automation is a new discipline that sort-out a long-time existing issue. Delivering the right message, to the right prospect, the right moment. It started with Digital Marketing in the late nineties, it continued with omni-channel communication in 2000 and it takes now the form of Marketing Automation which is a logical evolution of both. At the end, all these disciplines pursue the same objective: customer satisfaction, marketing efficiency and revenue generation even if the marketing efficiency – according to our research - is the most quoted reason for implementing it. In this paper, we have tried to give the reader an introduction to most aspects that forms Marketing Automation. We believe that in the future, Marketing Automation will integrate all existing and future digital marketing disciplines to sell indistinguishably online of offline under one roof. Therefore we like the expression “Marketing orchestration”. This discipline is called to evolve. Some Marketing Automation disciplines are used since ever such as newsletter confirmation, and some are more recent such as lookalike modelling. The novelty is in fact the combination of past and new digital disciplines, orchestrated and automated under one centralized commandment centre. The expression Marketing Automation may not be used in few years from now, exactly like the expression “digital marketing” might become obsolete to use because everything will be digitalized soon or later. New functionalities and disciplines are created every day by innovating start-ups
- 75. 75 or data firmssuch as Turn2, DataPad3 or The Rubicon Project4, which will be one day acquired by other Marketing Automation vendors. Marketing Automation is the notion of maximizing the coordination of all existing marketing processes together, extracting customer insights and engage in an automated way. If this umbrella concept attracts the attention of so many marketers, it is probably because of its attempt to orchestrate under one roof several hundreds of marketing processes in a more relevant manner, automatically and based event triggered by customers themselves. In the long term, Marketing Automation represents the promise of the capability to operate the classical digital marketing arsenal in an automated way, integrating online and offline channels. Today, Marketing Automation still enormously relies on human actions and intelligence that still must set the processes and the rules. In facts, their profile is evolving from CRM managers to data scientists, business analyst, big data programmers, or machine- learning experts. These new super CRM managers of today know how to capture all sorts of data. They can enrich them using additional source of online and offline data to extract more insightful information. They can identify single customer - anonymous or not - across different devices and digital properties. They are capable to engage any customer individually. Their obsession is data visualization, machine learning, data mining and cloud computing. But at the end of the day, to perform well, all automated rules or flows must be carefully identified, produced, tested and optimized by these minds until flows work automatically. When done correctly, Marketing Automation can become a powerful tool, even a competitive advantage leading to CRM leadership, but in no way this a magical tool. It still requires a lot of manual human manual work and intelligence. That is quite reassuring. 2 Turn: https://www.turn.com/ 3 Data Pad: http://datapad.io/ 4 Rubicon Project: https://rubiconproject.com/
- 76. 76 7 Appendix 7.1 Interviewguide Interview guide – semi structured questionnaire Marketing Automation for CRM leadership: Analysis of methods that work As a Master Student at ZHAW in Zürich, I am currently writing a thesis about “Marketing Automation for CRM leadership: analysis of methods that work”. The aim of my thesis is to answer the following questions: 1. What are the required tools, processes, and skills for Marketing Automation that will have a positive effect on the company revenue generation, marketing efficiency, and customer satisfaction? a. What were the root causes that makes a company implement Marketing Automation? b. What are the most successful Marketing Automation rules leading CRM companies are using and how do they work (tools, processes, skills) ? c. How do company measure the success of Marketing Automation? What are the used KPI’s? d. What are the challenges and obstacles when implementing Marketing Automation strategies? e. What are the success factors?
- 77. 77 The definition Iam using for Marketing Automation in this paper is the following: “Marketing Automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster” How does Marketing Automation work in short? Generally, the activation of customers communication triggered by predefined marketing rules. These marketing rules are processed using four basic steps: 1. Trigger 2. Time 3. conditions 4. activation. A trigger is an event initiated by a user or prospect that creates a business opportunity for a company/brand to engage. This can be for example the third weekly customer visits on the website that shows a particular interest or the abandon of the checkout process on the e-commerce site. This event is identified by the analysis of historical or behavior data in order to send a communication at the right moment with the right message using the right medium. The predefined marketing automated rules help target narrower segments, which would be impossible to engage without the help of automated process using software. Overall, the principle benefit of Marketing Automation is marketing efficiency, customer satisfaction, and revenue generation. Personal information Introduction (10’) Company: Name, Surname: Position: Date of the interview: Do you require confidentiality?
- 78. 78 Company description (15’) Could you tell me in what business you are in? What is the business model of your company? What are the Key figures such as employee, sales, etc. (if not available publicly) ? What is the strategic overall Marketing objective? What is the e-commerce strategy (if different from marketing)? Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? What was the root cause that made you implement Marketing Automation? What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? What was the major challenges / limitation in implementing Marketing Automation? What are the main success factors? Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) How do you store and structure the data? Do you have specific data normalization process? How? What are the main data analysis method you are using (scoring, segmentation, RFM etc.) Marketing Automation Rules (55’): In this part of the questionnaire, I would like to know what are the most used and efficient automated marketing rules that you are using, the
- 79. 79 ones leading torevenue generation, customer satisfaction or marketing efficiency. For the most important Marketing Automation rules in your company, could you answer the following questions? Name of the Marketing Automation Rule: What event is triggering the automation? Is there a delay in-between the event and the activation? How long? Is there any conditions? Which medium are you using to engage customers (mail, content, mobile, chat, SMS)? Do you personalize the content? How to you measure ROI? What was the results? What are your learnings? Future How could you improve / optimize the automation process? Do you have other automation cases planed in the future? What do you believe is up next for Marketing Automation? 7.2 Transcript of interview 1 Personal information Introduction (10’) Company: XXX Industry Consulting Agency in Digital Marketing Region Germany Business model B2B Company size 250 Name, Surname: XXX
- 80. 80 Position: PrincipalConsultant in Marketing Automation Date of the interview: 6.4.2016 Do you require confidentiality? NO Duration: 1’15’00 Company description (15’) Could you tell me in what business you are in? o Our company helps other company working around topic such as digital transformation, in the areas of marketing, sales and services. Marketing Automation belongs in that sense to our core services. We help international enterprise companies in the b2b and b2c area. Myself, I my core focus are for b2c clients. What is the strategic overall Marketing objective? o From the client perspective, the major marketing objective is to deliver a better message to the clients, be able to create a personalized relationship; we call it as well the right content to the right person at the right moment. Let’s take an example, someone is visiting your website, looks at specific page, spend some time on it, so you should definitely act and trigger an email or a banner campaign with a message that correspond to the visitor. What is important is to stay close to the event that will be triggering the action; this is one of the activities that is possible with MA. o When we look at the company perspective, Marketing Automation is also here to accompany companies help automatize and improve marketing processes. With MA you have a huge saving in resources because everything you setup, the whole processes, are automated in tools. Thus, you avoid unnecessary manual work and potential errors, and, at the end of the day, you can really focus on resources that you have, by shifting manual work that you need to do and concentrate on your strategy. Finally, MA is also here to help a company to monitor the performance
- 81. 81 of their marketingstrategy. Indeed, one of the issue of traditional marketing is that this is not measurable, we do not really see the impact of your campaigns on business, but thanks to MA monitoring capabilities, you can really monitor the ROI of your investments. o MA, as a combination of processes, and rules across channels managed by specific tool, is supporting the digital marketing, which itself is the combination of any digital interaction that you can have with your consumers. If we look at traditional marketing, we see strategies that are working in silos, where each marketing channel had its own strategy, not necessarily consolidated with the other channels. Above the line marketing was also very prominent in the past. On the contrary, the idea behind Marketing Automation is the marketing orchestration, to combine all these channels, in a consistent framework, that you can interact in a consistent way, to you really accompany your customers across channels with a consistent message, and the end of the day this will be generating new revenue. Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? o It really depends on the set up of the company and the way they are used to work, but I see a lot of company that are working with specialized agencies because you have to build the knowledge around Marketing Automation. So we see companies that prefer to outsource everything, and working with agencies that are specialized and which have the advantage to always be top of the class in terms of know-how, because what you should expect here is to have an agency being at the top of innovation on the topic. You’ve got also other companies that want to build the knowledge internally for cost reasons, and you see also company that are building internal teams of people that are specialist of MA. Interestingly, we see department that are moving away from the
- 82. 82 typical silo structuresuch as retargeting, social, email towards more comprehensive roles, that are embracing all topics of Marketing Automation. At the end what is important, whatever the setup you have, is that you are able to build the team that is going to be able to keep itself informed about everything that is happening. This is a topic that is evolving so fast, you cannot afford to have someone that is so much in his daily work that he does not have the time to look into the transformation that is becoming a critical aspect, if you want to succeed you need to understand what is working. Finally, if you want to succeed in your project of implementing MA in your company you need to have one project manager that is taking over the responsibility of the project and will push it internally across all departments, as well as one sponsor, that should be at C-lever or at least senior level to be able to support the internal transformation that the project requires. What was the root cause that made you implement Marketing Automation? o First, is what the contribution of marketing to the business is? I think this is more a more a critical questions in companies nowadays, because every department has to justify investments that they put in their work, another benefit of MA is the fact it can really monitor and demonstrate the revenue. o The second is the economy of scale that this will trigger, because MA is able to automatize your processes. This means less resources put in operational work and resources that can be better employed you are generating economy of scales, first because you will invest less in creative or agency fees, you can also optimize the resources that you need at the company level. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company?
- 83. 83 o Typically, theprocess start with your long-term vision goal, where I want to go, how I do I really want to interact with my consumer, it is a step-by- step process. So first, you need to build your consumer journey/their lifecycle. They you should identify what is critical in the customer journey, where you have the feeling you are not addressing the consumer the right way. If you have someone giving his contact detail, this is a critical moment because, this is a moment where he says “I want to be in contact with you,”. This is a critical moment that you need to make sure you address properly. So typically, here MA will help you address this contact through typically a welcome program process. Once you’ve establish the vision and define which nurture/touchpoints you need to address at each stage of the lifecycle, you need to prioritize, what are the most critical points, where I need to improve, the communication that I have for my consumers. You may define 5 priorities, e.g. how do I address first registration contact, then after someone places a purchase on my site, how do I address that, that you define the strategy you want to put in place, what is the message, what am I expecting the user to do with my brand? Once you have defined this your turn this scenario into what we call a Marketing Automation flow on paper, and once this is all set you may implement it into the Marketing Automation tool. o To identify all possible critical moment, you need to build and understand your customer journey, what is the typical customer journey? From first contact to website visit, what comes next? You have to build the consumer journey, obviously, they are thousands of consumer journey, you should be able to build the typical ones, depending on different personas, profiles, ending up with 4-5 journeys. Then comparing your current understanding of the journey with the newly established one, and see where you have the most critical optimization to implement. o The consumer journey mapping would be the right tool to look at a consumer journey, and defining these moments, using real examples.
- 84. 84 Another method forthe b2b industry is the lead management methods, so here we define what is in the funnel of a lead or a prospect, until he closes the deal with the sales team, so you see at each stage of the funnel, from the prospect to the qualified leads. To the sales step when the sales teams accepts the leads as an interesting and qualities lead. So for each step of the funnel you see what exact interaction is needed to move to the next step of the funnel. So through nurturing and scoring model, which would help you qualify the leads automatically based on the behavior and the profile. Therefore, in the b2b area we would more talk about customer lifecycle. What was the major challenges / limitation in implementing Marketing Automation? o First most of the companies facing to find the right sponsor in the companies. This is going to be an investment and require resources, someone that understand the value of it, with a long term view on it, that definably would be the first challenge, o Then come the challenge of the adoption, the change management, if you take the example of the b2b who’s aim is to bring marketing and sales together, it is extremely difficult to understand the value that this is going to bring to them. Putting marketing and sales together in a workshop trying to define the funnel that we were discussing earlier, in order for marketing at the end of the day able to deliver qualified leads for sales, well for this sometimes people aren’t interesting in participating to these workshop because they don’t understand what marketing want to do. As soon as they understand the process behind that, they will be ready to contribute. o Finally you need the right profile, because MA requires profiles that are both understanding data, some technical and that as a high business understanding, these are profile that are not easy to find.
- 85. 85 What arethe main success factors? o A success factors would be to run a pilot to quickly see a return of investment. Investing like 10K and getting 50k in return a few month later, then you can show the number and help you implementing the MA in the companies. Data Management (35’) How do you store and structure the data? o The data have to be as clean and structured as possible, before you start, if not you may use techniques such as data enrichment or normalization, eg if you have as city Geneva and Genf or Genève you may want to use some software helping you to normalize the data quality. o Then either your MA is your master database, or you are connected to another master data platform. Here, what is important is to have the right data model, so start from your business needs before deciding what is best for you. First, only integrate the data you really need for segmentation and marketing activities: You may not need all the data of your customer but only the purchase history. Second, for international company you should have as much as possible centralized data, you have to have the same data model for everyone, so that whenever you do analysis there are no data issue with big mess. o If you are connecting several platforms, make sure that you have a clear and common unique ID across all system. This is critical to prevent duplicates. Email Address is the most common unique ID o Connecting DMP, data warehouse, Marketing Automation, and CRM will help you do better marketing because you have more data and can get a 360° view of the consumer and enrich his profile by mixing first, second and third party data. That way, you will be more precise in understanding your database better, segmenting it. Nowadays, we see this the growing
- 86. 86 trends, which isconnecting all systems together in a consistent way to be able to have the same view across all systems and run very targeted campaigns across all touchpoints (email, banners, social posts, call center, etc). Again, what is important that in all systems you have the same unique ID. In the case of DMP, you will be able to identify the profile through a cookie (so that you have both known and unknown contacts) which will be the same across all touchpoints o Each of the platform have different roles and core focuses: the primarily role of Marketing Automation is to do the orchestration, the CRM will be managing the sales, the data warehouse will be the place where you will be doing your data analysis, data discovery, store your records, your sales reports, and consolidate data from different channels. What are the main data analysis method you are using (scoring, segmentation, RFM etc.) o Scoring is a good method, that will help you segment the data dynamically and in real time on two dimensions: profile fit to your product on the one hand and behavior/engagement with your brand. That way you can predict and qualify your base on the probability that they will buy your product soon. At the end you want to see who the leads are and who are the consumers that have the highest value for you, and to be able to interact with them. A scoring model can be defined for each product if you have very diverse portfolio, because you may score a prospect differently in regards to the product line he may be interested about. In B2B scoring will be typically used to score leads and prospects, and define the most qualified ones that Sales should address in priority (those who show interest through their behavior ad have a good profile fit). In B2C, you might want to leverage scoring to identify your top consumers (those who buy the most/engage the most with your brand), and those who are lapsing and send to each of them a different message.
- 87. 87 o Segmentation isobviously also a good way to understand and better target your base. This can be done in two ways. First a specific segment can be created for a specific one-off purpose, like sending an email (all males, that are betw. 20-26 and have registered last year). On another level, you can define different profiles or behavior criteria, you will be able to define profiles (also so called personas). For each persona which you will describe in details (what do they like, how do they behave), you can define the journey and the message that they should receive. This way, you can really address needs according to more than only their purchase history, but also on their preferences o Obviously, if you have a e-commerce platform, RFM will play a role in the way you look at your data: what is the consumer behavior and which ones do I want to address specifically (those who are low buyers). This is a model that can be leveraged as one dimension of scoring, or also as a basis for predictive analytics. In order to succeed here, you need to make sure that you collect the given data in a qualitative way. (what does it bring you to segment on city if only 5% of your base has the information filled?). Progressive profiling techniques can help you in getting the data in a non-aggressive way. At the end of the day, it is not only about having the right data model, it is also being able to monitor it and define the right strategy out of your model. Name of the Marketing Automation Rule: o If we look at what Marketing Automation usually is used for, we typically find nurturing at the core of the strategies. Nurtures to qualify, develop and engage with consumers at different stages of their journey and lifecycle. Let us take a look at some examples. o The welcome program that should take place directly after someone gives their opt-in to leverage the enthusiasm that the contact has right after opt-in in (the “honeymoon phase”). The goal of this nurture is to
- 88. 88 use this particularlyfavorable time to present your brand to your user and your full brand proposition and service range across 3-4 emails. You can do it in a targeted way, by declining the message based on what you know of your user: their source of the contact such as website, Facebook, their activity so far (which pages have they already visited), their profile (demographics) or their e-commerce history. o For companies operating e-commerce, the abandoned basket is a critical nurture program, to re-engage prospect who have not completed their basket. Regarding abandoned cart, it is important to look at which stage users are abandoning their card to avoid engaging people to were just about to use their basket as a check-list being not really ready to purchase, but just collect products. However, this is always difficult to be honest to secure this 100%. An idea would be to manage the frequency, in re-engaging the abandoned card user once a month max, not every day if he does so. The message is also important, choosing a gentle message not necessary a selling message, offering help or support, with a consumer service offering, not too aggressive. o Reactivation activities can also be triggered whenever the MA system sees, based on pre-defined rules (when was the last time a user opened an email/ purchased, etc.) that a contact is lapsing. A best practice is to identify this as early as possible and to react with different offers/message in order to avoid to lose the consumer. Or maybe, depending on the length of your sales cycle, to contact specifically someone after some time when you know that this is the time he could be interested in one of your product based on their profile (cross-selling nurtures) o Finally, with MA you have a very nice way to address loyalty in that you can define rules and thresholds of loyalty that will trigger specific “reward” communication. This can be an open strategy (communicate on your website the rules, like: buy 3 times and you will get a bonus) which
- 89. 89 you can implementas a nurture in your MA, or a hidden strategy (you basically define the same rules, but without communicating them openly) to create a nice surprise effect which will boost the engagement of already engaged people with the goal to push WOM o You can also leverage MA to create automated satisfaction surveys, in order to better assess the satisfaction with the brand. o To manage the multiple layers of rules and flows that are somehow connected together, to avoid have multiple email to be send at the same time, you have frequency rules to avoid people receive too many emails at the same time. o In regards to personalization, there is the segmentation out of your customer base using targeting techniques, there is the customized messages, and I would add the contextualization which is the influence of the when and where the engagement occurs. Opening a message on desktop or mobile or have a nice weather condition or not, this is contextualization and this also influence the message. o So MA offers you 3 very nice ways to work out the personalization (targeting, message and contextualization) it offers different dynamics in your email. If the person prefers this product, or that device, through dynamic content you can really personalize the user experience. You have one email template, and of each of the paragraph or your email you define the rules. So e.g. if this is a man everything would be blue, if this is a women everything would be pink, in the next paragraph, if this is someone that has already purchase, you can put this offer, if this persons has never purchased another offer. In the next paragraph you can define a rule if the user is very engaged you can say thank you, if not, you can draw his attention to our site. This means that with one email template, you can create a large number of individual versions and thus created a very personalized email with low efforts.
- 90. 90 Future What doyou believe is up next for Marketing Automation? o This is the consolidation of data across channel, across DMP and Marketing Automation data, with consumer database such as CRM, the social data, the call centre, in a word across data touch points to really have a 360° view around the consumers and really be able to enrich the data with all this information. To understand what the consumers wants or like and being able to push a message to the right touch point in a “real time” way. Personalisation of the consumer experience and cross channels strategies are in that sense for me the future of marketing. Today we are too much working in “blind” silos. But we lack data integration, there is a huge work to orchestrate all these marketing initiatives. 7.3 Transcript of interview 2 Personal information Introduction (10’) Company: Anonymous Industry Chemicals Region EMEA Business Model B2B Name, Surname: Anonymous Position: EMEA Digital Marketing Specialist Date of the interview: 23.3.2016 Do you require confidentiality? YES Duration: 1’00’28 Company description (15’)
- 91. 91 Could youtell me in what business you are in? o Je travaille dans une grande multinationale américaine, active dans beaucoup de domaines dont l’agriculture, la nutrition, les polymères, les équipements de protection. Clairement dans le B2B, et je travaille dans le secteur de la Protection Solutions, en particulier pour un produit qui s’appelle le XXX® inventé dans les années 60 qui est un matériau de surface utilisé pour des plans de travail, mais aussi pour d’autres applications. Je suis digital marketing spécialiste pour EMEA, mais aussi global Marketing Automation spécialiste, et je m’occupe entre autres des tous les aspects technique et processus au niveau global, ce qui inclus aussi le paid serach, advertising. J’ai une équipe de 3 personnes avec qui je gère l’ensemble des tâches. What is the business model of your company? o C’est du B2B. Pas de vente en ligne, on a des équipes de vente sur le terrain. Ce qui rend parfois les mesures de succès assez compliqué à mettre en place. What are the Key figures such as employee, sales, etc. (if not available publicly) ? o In 2013, $2.2 billion invested in Research and Development (6% of sales), About $10 billion in sales from new products (introduced in last 4 years), Three new Innovation Centers: Switzerland, Turkey and the United States, ~1,050 U.S. patents granted – the most in DuPont history for a single year, ~ 2,500 international patents granted, Nearly 1,800 new products, commercialized, 150 Research & Development locations worldwide, 10,000 scientists and engineers. What is the strategic overall Marketing objective? o C’est compliqué. Pour le CRM c’est le follow up des lead. Il y a beaucoup de lead catch up qui est supporté par le site web, le lead management. C’est l’objectif du CRM, que les leads soient transmis au vendeur avec toutes les informations et la segmentation que l’on va utiliser pour le
- 92. 92 marketing aussi. Pourle MA, l’objectif principal est la communication. Notre métier est la vente de la matière brute aux transformateurs qui, par exemple, vendent aux cuisinistes et qui re-vend au client final. La route vers le client est complexe, on doit pouvoir communiquer à tous ces intermédiaires, nouveau produit, promotions en cours, et le MA permet de segmenter, communiquer rapidement avec des audiences. Il y a un gap entre marketing et les ventes. Même si le Marketing Automation nous permet de remplir ce gap. Le CRM est plus orienté Sales et on a le MA qui est plus orienté communication, les deux étant intégrés ensemble, cela nous permet de documenter pas mal ce que l’on fait est informer le service des vente sur les activités réalisées. o Les objectifs se mesurent simplement avec les metrics de base sur les emails, CTR, open rate, acquisition de leads. On se compare avec des benchmark d’industrie qui est fourni par Eloqua. On n’a pas vraiment d’autres metrics pour mesure les objectifs. Le volume de contact dépend des intermédiaires : par exemple pour les transformateurs le volume s’élève à quelques centaines, après il y a les dealer qui sont plusieurs milliers, et après il y a les architectes et designer, et là il y aura des dizaines de milliers de contacts. Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? o On est une équipe de digital qui rapporte à un global digital leader. Dans chaque région on a des membres de l’équipe digitale, tous utilisent le MA avec le même outil, mais aussi des sont actifs sur les réseaux sociaux, paid search, des bannières sur des portails externe, c’est comme ça qu’on exécute notre stratégie. Le processus pour créer une nouvelle règle de MA est simple. On est comme une startup dans une grosse société. On est devenu très indépendant par rapport au team CRM qui est plus complexe et centralisé. Je m’occupe de l’implémentation et de
- 93. 93 l’intégration de Eloquanotre outils de MA, c’est beaucoup plus rapide par rapport à avant. What was the root cause that made you implement Marketing Automation? o C’est venu initialement d’un problème autours de la qualité des données. Le MA est arrivé pour améliorer la qualité des données même si avec le recul ceci ne s’est pas avérer. Un point central était l’intégration avec le CRM un autre outil et le data privacy. Il y avait avant un outil d’emailing Exact target localisé dans chaque marché mais cela n’était pas fait de manière consistante. On est aujourd’hui certifié safe harbor, est c’est grâce à eloqua que cela a été possible, on a l’intégration et les processus qui sont automatisés pour gérer cette application du Safe harbor. Le plus qu’a véritablement amené le MA, ce sont la création des landing page, des formulaires qui sont nouveau et rapide. L’aspect fonctionnelle a vite été le facteur de succès, car les processus peuvent être très lourd, et ils étaient plus compliqué avant l’arrivée du MA. Développer une page avec nos webserveur était complexe, maintenant grâce au MA on peut délivrer des supports pour des campagnes très rapidement sans passer par le IT et gagner de l’autonomie et rapidité. o On pense que les ventes sont impactée par le MA mais on ne peut pas le mesurer. Il n’y a pas d’intégration avec le ERP pour le démontrer. Avec notre communication, on va cibler des partenaires qui n’achètent pas directement chez nous, donc le retour sur investissement ou les ventes influencées par nos actions n’est pas mesurable. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o On va se concentrer sur la partie acquisition et sur le nurturing uniquement. C’est un Journey mais on couvre uniquement les deux premières phases. L’objective c’est de capturer un maximum de lead et ensuite c’est nos vendeurs qui s’en occupent. On ne fait pas de remarketing. On n’utilise pas de rich media, on fait surtout de l’email, et
- 94. 94 pour les réseauxsociaux on a un budget à disposition sur le engagement ads, ainsi que du search. What was the major challenges / limitation in implementing Marketing Automation? o La limite essentielle est la qualité des données. L’organisation des données. On avait un CRM existant et on a fait correspondre notre system MA sur le CRM. Le CRM a été pensé dans les années 2000, sans cette notion actuelle de MA et ceci représente une limite dans la conception, on a beaucoup de doublons, la qualité des données n’est pas forcément idéale. Pour augmenter la qualité des données, il faudrait passer par le sales, ceux qui connaissent les clients, faire du clean up, quelle données sont intéressantes ou pas, mettre en place des processus, des techniques, des règles au niveau de la duplication des données. Par exemple les doublons. Chez Eloqua on a un seul contact par email, cette personne existe deux fois dans notre CRM et cette personne a deux critères de segmentation différente. On le sait pas forcement à notre niveau, seul le service des ventes peut le savoir. Le MA Eloqua ne pourrait pas être utilisé comme CRM. Pour nous un lead c’est une question. Dans d’autres sociétés c’est une personne. C’est une question de définition au final qui est propre à notre société. L’aspect du Marketing Automation aurait redéfinit la lead autrement aujourd’hui autour du contact et non de la question de contact. o Le change management est un autre challenge, training, le MA est plus compliqué que le email marketing est nécessite des profils plus techniques. Quelqu’un qui fait que de la communication aura de la peine à comprendre un peu comment les choses fonctionnent. On fait tout nous-même, je donne des training interne, je me suis formé avec le Smart Start de 0racle avec des personnes dédiées lors de l’intégration et qui m’ont appris le system, ce qui m’a permis d’intégrer l’outil et de le
- 95. 95 transmettre. J’ai apprisaussi par moi-même avec l’aide d’un consultant Oracle. What are the main success factors? o C’est vraiment la rapidité d’exécution des campagnes. Le service marketing offre peu de temps pour lancer des campagnes de lancement de produits et on peut créer des landing page et des formulaires d’email qui supporte la campagne. En comparant ce qu’on pouvait faire avant c’est un vrais progrès. La régularité de notre communication est aussi augmentée par rapport à avant. Aujourd’hui, on n’a pas de modèle de mesure type entonnoir pour mesurer le processus d’achat au cours des emails envoyés. On a pas de dasch board pour le moment est ce n’est pas nécessaire pour nous. Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o On collecte les requêtes, tous ce qui est demandé par l’intermédiaire des formulaires. Je crois que c’est à peu près tout. On a l’historique du site internet, mais on ne l’utilise pas pour enrichir ou définir les profiles. Notre audience ne se prête pas vraiment à ça. Les architectes auront un jour un intérêt pour un segment ou un produit et un autre jour dans un autre segment, par exemple pour un hôpital ou pour un logement. On va utiliser le déclaratif des contacts essentiellement sans vraiment utiliser les données qui récoltée sur le site web comme l’intérêt, préférences ou les comportements. How do you store and structure the data? o On structure les données au niveau européen au niveau du CRM, sur les applications, les segmentations, rôles, un lead scoring qui n’est pas sur Eloqua mais sur le CRM. On va l’utiliser sur l’Europe surtout et les centraliser afin d’utiliser le lead scoring. On a pas de lead scoring sur le
- 96. 96 MA, et l’intégrationn’est pas aisée du tout depuis le CRM. Le scoring des groupes de client cuisinistes est diffèrent de l’architecte et le dialogue avec le CRM devient impossible. Le CRM scoring est assez simple est basé sur les données du formulaire, ça va peut-être changer à l’avenir. Au niveau du MA la segmentation est essentiellement basée sur le user group comme transformateur, cuisiniste, architecte et distributeurs. Ce sont les principales cibles, on n’a pas d’autre grands segments. On a des agences qui vont nous développer des pages, on va beaucoup les réutiliser, grâce à notre savoir-faire et au training à l’interne, donc les couts ne sont pas trop important au final. Name of the Marketing Automation Rule: o On a quelques règes qui sont automatisée en particulier sur le data privacy, par exemple si le opt in n’est pas indiqué, il y a un rappel pour le faire, c’est un processus automatique. o On a aussi essayé de contacter d’autres catégories de contact comme par exemple des étudiants (souvent des étudiants en architecture). On avait analysé leur intérêt sur le site, pour leur envoyer du contenu intéressant sous forme de email automatisé, mais c’est vrais que d’un point de vue business ce n’est pas la priorité, cela ne fera pas la différence. Le business nous demande de supporter des initiatives très particulières et honnêtement il est difficile de penser out of the box pour trouver des nouvelles idées. Qui pourrait être implémentée et ramener de la valeur. o Pour l’instant on utiliser assez peu la pure automation. C’est vraiment un voyage continue, on a fini l’implémentation globale fin 2015, on va commencer à penser a d’autre cas d’automation. Les sociétés B2C seront probablement plus avancées que nous. o ON utilise le web principalement et les foires, les évènements physiques, ou le digital est plus difficile à implémenter, surtout dans le domaine de la construction qui est particulier. On capture des emails, on remercie les
- 97. 97 gens automatiquement paremail, mais un contact qui vient d’une foire sera plus qualifié que d’un site web. Future How could you improve / optimize the automation process? o C’est une question de temps et comment automatiser des règles qui font du sens. Pour l’instant on n’a pas de case précise d’automation en préparation. Il nous manque du temps. Le grâle c’est le behaviour driven communication. Mais il faut faire ça de manière intelligente et prendre le temps de les développer. Si on commence à aller dans le détail, se sera très complexe à cause de tous les rôles, comment définir les priorités ? Ça peut être assez compliqué. On est très content de l’outils, il a clairement amener des bénéfices même non tangible par exemple au niveau de l’équipe marketing digitale, l’outil est très puissant mais il faut trouver le temps de l’utiliser à son plein potentiel. Do you have other automation cases planed in the future? o C’est essentiellement au niveau du data model. C’est presque comme un rêve, en particulier au niveau CRM qui va impacter le Marketing Automation. L’intégration qu’avait Eloqua avec Salesforce (Avant d’être intégré à Oracle) est très intéressante. Contrairement à notre société, leur manière d’intégrer le CRM au Marketing Automation est de garder des contacts ou email unique dans leur CRM. Chez nous, quand quelqu’un pose une question sur un formulaire, même si cette personne existe déjà, on va recréer un lead. Au lieu de recréer un nouveau lead qui va devoir passer par un processus interne qui va mettre deux jours à arriver au département des ventes, on pourrait très bien avoir un trigger qui envoie une notification au sales que cette personne a une question sans créer des doublons. Si j’avais 3 mois, j’aimerais améliorer ce processus pour aller plus vite vers les vendeurs, pour enrichir plus leurs données, on
- 98. 98 pourrait arriver àles enrichir. C’est pour cela qu’on est là pour aider à vendre au final. C’est à ce niveau-là qu’il y a de la valeur perçue. What do you believe is up next for Marketing Automation? Il y les DMP qui arrivent de plus en plus, d’ailleurs EC4you est assez bien informé dans ce domaine. C’est un aspect qui contourne les aspects de privacy. Le DMP peut vraiment permettre de délivrer du contenu personnalisé, qui ne s’appuie pas sur des datas qu’on possède ou dont on a la responsabilité de la qualité, qui nous oblige à gérer des problématiques de de privacy. C’est ce qui va nous aider je pense à améliorer la personnalisation, de la communication, des sites web. On aimerait faire plus de personnalisation des contenus aujourd’hui, mais la qualité des données ne nous le permet pas de le faire. 7.4 Transcript of interview 3 Personal information Introduction (10’) Company: XXX Industry Manufacturing Business Model B2C Name, Surname: XXX Position: Marketing Director Date of the interview: March 30th , 2016
- 99. 99 Do yourequire confidentiality? NO Duration 49’’02’ Company description (15’) What is the business model of your company? o I’m the director of marketing, I report directly to the CEO, I responsible about 12 different channels, the website, everything related to online sales, and I make sure we are running marketing campaigns properly, and ensure they are running efficiently, driving appointments, that is our number one goals, so that the sales team may take organize the appointments, and essentially make money for the company, and my goal is to make the sales team happy with the appointments. I don’t know how familiar you are with 3 Day Blinds, but our model is to send you someone to your home, spend a few hours with you designing your window treatments, this is a custom order, you cannot order online, this is not an e-commerce. o My job is to make sure we do a great job in SEO in paid search, in lead generation, in emails, sponsorships, in affiliate, in every single channel. We have no stores, everything is online. We are a lead generation model, we are also the manufacturer and the seller of our products, there is not middle man. o We have a couple of challenges in our company. One is that we aren’t an e- commerce capability, we cannot sell our product online because they are so accustomed, and number two, we have no brick and mortar, and everybody works for the sales team from home across the country. We have a call center with over 200 call center representative what we do in marketing is try to ensure that every channel is generating appointments. All the orders are captured on the spot, and the order is sent directly to the factory, then the good is shipped to the home owner, and then we have an installer that will install the window treatment. Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation?
- 100. 100 o We havea team in the marketing departments, I have a person working with offline initiatives, she has the TV, print and radio, I have someone who handle email, I have someone who handle paid search and SEO, I have someone who handle content, another one is social media, I have a specialist for each single channel actually. We also have a non-media specialists like a traffic manager, and her role is to make sure that every single campaign that we launch has the proper URL the proper tag, with the proper pixel to make sure everything is tracked, that the attribution is in place, there is ad serving, she helps set up the campaign, so we track everything down to a click. We also have an analyst, that make sure that everything that we do is analyzed, that is specifically relevant, true, find opportunity to optimize, propose optimization strategy, so his role is to make sure everything that we do is at best as we can, with the money that we have available, allocated. Our budget is about XXX $. o We are a very large marketer online. A large share of that budget ends up to Marketo because everything is connected to MA. Of course our DataBase is in Marketo but also our analytics goes down to Marketo, we plugged actually our market directly in to our DFP (double click for publisher) which is a advertising software run by Google, so we allow them to access our database and the put in place some look alike modeling, to that we are able to target new audiences, and this has been a very successful strategy for us, that we’ve been using now for about a year and a half, and we seen some huge win, we know everyone in our database, so we want to make sure we find more people to model the people that have already expressed some interest in our database. So this has turned our search and display campaign much more efficient. So we are wasting much less dollars, and we can ensure every single impression is a qualified impression. The DMP is responsible for delivering the all of our ads, for display basically, there is a delivery partner for these ads, and make sure we are getting the most qualified placement of these ads where MA responsibility is to make sure that everything that we are doing is seamless and automated, and there is minimal resources needed. Does it make sense? Marketo allows to use the look alike, now every time a lead enters our database, Marketo is pinged to read that information and is added to the pool, and that look alike model or that similar
- 101. 101 users is constantlybeing involved. Today everything is managed in Marketo, we don’t have other systems or CRM. What was the root cause that made you implement Marketing Automation? o I was not a problem that we tried to fix, we have actually a very large database, our database is over 37 years old, this is the age of the company, so with such an old database their so much opportunity to work the database to cross-sell, to get referrals, and to get more purchases partners. Our old system did not allow us to customize and to segment into the right bucket. So that we could create a very personalized message, for each of those people in the DB, so what Marketo has which is phenomenal is, it takes every single lead and put it into segment, for example smart list, or different type of segment. So we can say a known customer A only purchase shadow, we have the ability to really personalize the message according to customer behavior or preferences, and this is a huge big win for us. In the past when we needed a new segment created for us, we would need IT to build the data field. Now everything is in real time and automatically done. Marketo has rules for tagging and scoring those leads, and put it into the right bucket, you no longer need IT, so when we implemented Marketo we increased our sales exponentially, our database accounts for 12% of our revenue. Before we used MA it was only 2%. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o We cover actually everything in customer life cycle from acquisition, conversion, first sell, cross and up-selling, also reassessment. So people who are in the database who never purchased from us works the best. For the scoring, we use a third party scoring partner and it layers on third party data. Obviously in Marketo everything is first party data, data that we collected on our website or from our call center, so we use New star or any third party partner such as Data logix. So what they do is that they send us third party data on each single lead in our system, and they say this person has a very good credit profile, this person owns a home that is larger than XX squared meters, they give us a lot more data on that person, based on a system of 0 to 10 we give this lead a value, if they have a high income they are much more valuable to me, than someone that is
- 102. 102 a student, thisis how we assign a value to every lead, and we put them in to a different bucket. o If we send someone multiple emails, over a time frame, and they don’t open, but put them into a different bucket, based on that variable, and we limit how much we send them all together, because we want to make sure what we send them is going to be meaningful, and overtime if the don’t open these email we stop sending them email at all. o We score people based on survey results, I know when this customer was very happy with the installation, and they told us that, so I can send these happy customers, please submit a review, I also score on location, if they are within certain regions or county, they are more valuable. What was the major challenges / limitation in implementing Marketing Automation? o Nothing is without some difficulties; luckily the Marketo implementation tool is very clear and supportive for IT. The documentation was very complete. So our database was very large is structured in different pieces, so brining all these data into one tool was not easy. o Second, in order to bring all the date in market we had to choose one unique identifier, so we agreed that we wanted to have the email as unique identifier, so we need to clean up the database, and it took some time and effort to understand how we wanted to do it. To passing from the old system with a Lead ID to an email adresse ID as a main identifier was the main challenge. o Number 3 we had to setup the proper segment, it is not that difficult, but once you have set it up for the first time, you don’t need to worry about it again. So needed to set up the rules, the segment and the scoring of every lead, to when the lead enters the database it automatically get segmented. All this took us about 6 weeks or so. o Then the final hurle, was when we were ready and everything was done, we realized the suppression file that manage the opt-out was not integrated into market, because Marketo did not have the functionalities integrated, so we had to take another month delay to work on the integration and fix it and make sure the opt out were no longer into the database. This compliancy is very strict in our department, if you don’t remove an opt out from your data base within two weeks, every email this user receives is one thousand dollars penalties. So we
- 103. 103 made sure thiswas put in place a work properly. The we started testing it, and working through Marketo, and we found that our deliverability rate, our opened rate compared to our old tool were exponentially better, reaching 98% for the deliverability rate which is for us really amazing, so it helped us making sure every single person in the database would be worked effectively, and we would not waste. What are the main success factors? o Every quarter for do a quartly review, with our Marketo team. When we have a problem, we open a ticket and within an hour, we have an answer. We never have any issue for more than 2 days, so working with a MA vendor that has a huge team of support is very important. In terms of thing to consider, you have to match the IT team to Marketo especially for all the things that need to be integrated. So if you implement all the thing at the beginning you’ll be much happier. What I wished we had gone through at the beginning during the implementation – they are so many cool things you can do in Marketo, but every quarter I feed we can implement something new, I wish we had done all that at the beginning. Now every time you need to implement something new, there is additional resources needed, and time, resources essentially. o The MA software interfaces has to be clean and easy to use, well documented, and the ability to grow with you MA vendor is very important, where we want to go with our strategy, for instance Marketo were very happy to create custom API, that was a big decision point for us. Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o Website or call center, we also enrich our data using new star, this was the biggest win for us, new start enriches all our data by adding this third party data layers, with additional really important information for each person in the database. I believe this is it. Our call centers accounts for about 75% of our all the leads we have. Name of the Marketing Automation Rule:
- 104. 104 o We havehundreds of rules, for every single scenario you can imagine, the way we measure success is really to have the highest deliverability rate, then it is my opening rate strong? Do people engage? Then I’m measuring CTR, then I’m measuring action on the site, so I want to make sure that every rules is generating appointments, or sales, referrals, they have to generate something, so that I can say this generate performance. The last thing is my unsubscribe rate high? So when I set up a rule, this is a new rule, so if I take a million impressions, and my un-subscription rate is to high compared to other campaign, I will be rethinking it to make it the most effective, people may think they are over spamming, or adjust the rule to bring this un-subscription rate down. They are my measurement for success. o Currently we have a welcome series, for those who had an appointment and did not purchase, we have a different nurturing, and we have multiple different nurturing series, based on the different lifecycle. o The lead no purchase is my favorite one, because that one works best, then I love our happy customers one because it generate a lot of review for the companies, and the last one would be the look alike modeling. Which medium are you using to engage customers (mail, content, mobile, chat, SMS)? o We are utilizing, Google, Bing, Yahoo, we also have a lot of lead generation, affiliate partners, junction share, we also have sponsorship, specific TV network, HD TV, we have radio, tV, print, a lot of newspaper, newspaper does really well for us, sharemail. We have a lot of display, we also have retargeting, we have custom audience, look alike, we are very much foreign on all the channels. Future How could you improve / optimize the automation process? o Our priority is to continue to build up on the data, integrating phone analytics; it provides you real time third party data, about a caller, so that now we can have that information in our call center. So basically when someone call you today we know only the number of the caller, but with phone analytics we will be able to know their name, their address, a lot more data about them, directly in real time, in the call center so we can hopefully utilize this, and that would be a big win for us
- 105. 105 o Currently ourdatabase is segmented, but the next steps would be to personalize the messages starting doing AB testing using difference sources of emails, using test subject A or B or look and feel and measure which one performs better, which segment of strategy, generated more appointments for us. That would be a huge step for us. What do you believe is up next for Marketing Automation? o Marketing is ever changing, but Marketing Automation will be all managed at one place, with more integration, or thinks like real time integration of news into your website, that matches your website content, and create I frame pages right. 7.5 Transcript of interview 4 Personal information Introduction (10’) Company: XXX Industry Jeweller Manufacturing Business model B2C Name, Surname: XXX Position: International Director CRM Date of the interview: 24.03.2016 Do you require confidentiality? NO Duration: 55’47 Company description (15’) Could you tell me in what business you are in? o I have a marketing background, we have the global head office of consumer good business in Switzerland. We have to deal with approx... 70 local organizations, separated in 3 regions, USA, EU and Asia with regional offices. In
- 106. 106 the market wehave sales organization (VG). We have different models according to topics, but we are more centralized in regards to CRM. What is the business model of your company? o We are clearly in the B2C model, we are retailer in the fashion jeweler industry, one of the market leaders in the business field. In our product portfolio, we sell between 75-80% fashion jewellery, the rest is crystal figurine and so on. We have a setup of own retail such as mono brand, independent retailer partners also mono-brands, we have multiband retailers independent, and finally online retailers which we constantly develop and we have online sales which are doing very well here. What are the Key figures such as employee, sales, etc. (if not available publicly)? o Consumer good business is about expected to be in 2016 about 2 billion net sales. What is the strategic overall Marketing objective? o In general I would say we aim to have a consistent and premium shopping experience, our plant located in Austria background made we come from the wholesales point of view, and we are pretty young in the retailing business, and we still have to learn about the customer centric approach. Some other industry are ahead of us because longer in the business. o Therefore CRM helps a lot to better understand the customer and get first-hand information and to build on loyal customer and generate repurchase which is the main KPI from concerning all CRM strategies. o From the consumer point of view we want to increase Customer satisfaction and from the company point of view the Net sales through repurchase growth is important. o CRM is necessary to develop personalization in the future this is a key topic for us, we are by far not there, but we started first initiatives, lots of competitors are talking about it but nobody is there yet. o Omni channel is being discussed a lot, but few company doing it really well in my opinion. This is driven from the consumer who expect to reach out to a brand though via different channel and receiving consistent information in real time. IN our business customer try to inform them self-upfront with different channels. When it comes to the purchase decision making, they probably switch
- 107. 107 to another channeland go e.g. to a physical boutique, therefore the Omni channel integration is extremely important in this entire purchase decision making process. o The merge of online / offline this is ongoing process, obviously. For the loyalty program, when we merge all purchases from the other Swarovski channels when we sign up all the purchases from different channels are merged, but it does not mean we are full integrated yet. We have only one unique person responsible for marketing and sales therefore we have direct access to all end end-consumer data which is a big benefit because I know other organizational model where it is much more difficult in this area , here we are very well setup. We have first-hand info. Our output are directly incorporated in product development concepts. Business Questions: (25’) What was the root cause that made you implement Marketing Automation? o The number and complexity of campaigns forced us to find an approach how to better manage that. We had last year in 2015 we had 800 different campaigns in different languages, channels, countries, for legal reasons different version, and the complexity increase over the past 2 years. The number of send out had an enormous growth. Complexity was the pain driver. o At the same time to ensure we don’t make mistake, manage that better end increase ROI which is the main target. In general, why we do CRM this is to boost incremental sales, to sustain existing sales from loyal customers, but also in addition to generate incremental sales, this is why we do CRM. o Marketing Automation would on the other hand help us to improve cost savings. o Incremental sales is however really difficult to measure. As an example, whenever we had consultant here from various company, I asked “can you set up a model for us where we can measure incremental sales, but we never received satisfying answers. What I can say is that we measure and track each and every campaign and activities, e.g how a similar campaign performed a year ago and we compare similar campaigns. Or when we also look at repurchase
- 108. 108 rate and wesee how often they buy this year against last year, if the repurchase rate is increasing we conclude this is incremental sale. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o We focus mainly on the stage where the consumer bought once, because we have the data, and we follow up with the loyalty program sign up. As soon they have signed up they get communication, the automated campaign starts, they get a welcome message, a second purchase trigger, and they get automated birthday campaigns. o We have other campaign which are not yet automated. We have also central campaign linked to specific event, season or event, eg mother’s day, valentine day, Xmas are planned to be automated. We always track the purchases. They participate in a rewarding program, when they are eligible for reward we do it manually, but we see potential for automation as well. We cannot bombard consumer without the consent from consumers. Bridging the gap between marketing communication, advertising and CRM is not easy for legal reasons and data privacy. Before the double opting is confirmed we work with the cookies, this is mainly for online business unit, they work with such tools, but in CRM we only start working with customer after the double opting. We see how customers are happy to sign up for our loyalty programs, this is quite interesting, we have lots of sign, and it is easier to better communicate with our customers. What was the major challenges / limitation in implementing Marketing Automation? o Challenges are the quite complex IT landscape, and from the business side, it is the changing business requirements, we always have to align with local sales organization how we are going to set up the campaign, e.g the call to action, the content etc. the complexity is still enorm and dynamic, if you constantly change your campaign, it is in fact difficult to automatize them. Regarding the organization and responsibilities between local and international, I’m talking about the consumer good business, everything is steered from Mannerdorf here in Switzerland. The sales organization can decides whether they want to participate or not, but usually they participate because it is easy one for them, we do everything for them. But they can say for specific reason, no we don’t want to do this campaign for specific reasons e.g the terror attack in Paris in
- 109. 109 case of France.It is more the case the other way round. The local sales organization come to us with request and we set up additional campaign on behalf of them which we offer as a service. In the headquarter here in CH, we have 15 people in the CRM team and I would say 2/3 of them deal with the campaign management. When a sales organization comes with an idea, we evaluate if other countries have the same need, and then we customize it for the country. If we have a store opening in Ginza Tokyo, we could set up a specific campaign for them. Languages is always a challenge I should say. What are the main success factors? o Specifically for MA, I think we have to set up rules. And based on these rules, you can ensure good quality delivery, timing is a central when something is send out e.g the birthday campaign should be sent out on time. When it is nicely testest the likelihood the quality of the delivery is high. Based on the definition of the rules, there is better quality and efficiency, and the customer is at the end of the day more satisfied. In general, we identify Marketing Automation rules with the support of 3 business analysts which carefully analyze all the data from consumers and based on their recommendations we set up the campaigns. When it comes to MA it is based on their recommendation. We do also a lot of test, thank our good project management. Success factors is to do things this step by step. We avoid big bangs. We develop in small steps which we can carefully monitor. We also depend on IT resources, which leads us to do things step by steps. A key success factors is really to have somebody responsible who really want to get it right, to fall in love with this project. The success of the campaign helps anyhow to be successful in the future, it a natural motivator. Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o We have the consumer data, contact data such as email, address, etc, and then we have transactional data, all kind of purchases, they are the two majors categories. It also includes the product information, we know the price point, what product, discounts, and we have quite a lot of attributes. We know where was the purchase made, which channel, or the same channel. When somebody sings up for a loyalty program, hey always have a home boutique attributed to
- 110. 110 the client, wherethe first purchased was made. This boutique has the responsibility to care specially for this client. When we opened a boutique somewhere, we have better option for segmentation, when we know who signed up where, where is the home boutique, also language wise. We try to reconciliate data offline and online, however we have lots of improvement to be made there. When you surf on our website, it is difficult to find the loyalty program, because currently the loyalty program signs up happens at the end of the checkout process, you are not informed about it beforehand, but this will change this year. From a legal point of view, you can never force someone to sign up for something. If the consumer perceive that he must buy something, therefore your are not allowed to do that. We give customers incentive because we offer special information, special offers, new collection, incentive such a monetary gift, surprise gifts, which we don’t communicate upfront for most loyal customer such as an fashion show. I unfortunately cannot share the completion rate, but it is good. At Swarovski customers understand the different being part of the loyalty program or not, they think about it before doing it. This is also a good filter. The one interested in our brand accept to enter the program. We don’t send communication to non-member, so from a legal point of view this is again important. How do you store and structure the data? o Structuring data is more relevant for the campaigning and segmentation, in the CRM part we use RFM model, and some campaign are anyway predefined which segment we use. If we send a birthday campaign, or when customer reach out a certain threshold, only some selected customer receives voucher. Segmentation means for me choosing a segment of a database. But in our company we tend to take the whole database and divide it into 2-3 segments for campaigning. E.G Half for male and female with two messages. We always try to reach out 100% of it. Our partners in our sales organization are concerned they would loose opportunities when they address their campaign to too narrow segments. Today, I estimate the share of manual communication large segment to 90% and 10% would be automated to small segment. But I expect in 2017 to manage 50% in an automated way. I think the ROI is not significantly different when we compare manual send out or automation. The reason is that
- 111. 111 we always testa campaign and try to improve it constantly. Therefore we learn and improve, at the end it does not matter if this is manually done or automated. It is more efficient in terms of cost saving because less headcount are needed, but not more efficient in terms of CTR etc. Bad customers exclude themselves because after a certain amount of time we don’t target them anymore. Concerning the most valuable customer, we don’t exclude them from campaign for costs reasons, but we have additional exclusive communication with them. We think we should not exclude good customer from campaign or invest more into them, but we should thank them more. Name of the Marketing Automation Rule: o Regarding the Marketing Automation rules, it really depends on the case. One good criteria is recurrence. We don’t automate campaign if they is only one sent out. We focus on campaign which are standardize or sent out a certain day like birthday. Another rule, we want to integrate a recommendation engine which has specific rules what product and content are integrated in dynamic campaign. The complexity of rule becomes more complex, but this is for the future, this is not yet in place. Do you have other automation cases planed in the future? o Personalization is our key topic. We know from different sources and consultant and also from our test, there is more ROI. Especially on website, in advertising, in newsletter, concerning online, there is a current project, where we will replace the IT landscape with more personalization. Same for newsletter it is more a mass customization, not yet personalized. So the recommendation engine will help us identify the right segment and propose the right product or content. We have different approaches for identifying the right segment. One come the business analyst which define algorithm to predict future purchases, the other one combine data from different touch point, online / off-line, which is more complex. We are also planning predictive modeling with test this year, based on tracked past purchases. When you buy a ring we can exactly analyze who has purchased the ring and what else they have purchased. When we know this information, we can recommend these additional products. This is a form a personalization. We don’t do yet progressive profiling. In regards to attribution
- 112. 112 we analyses it,but it is not our first priority, we have other homework to complete. This is on the wish list. o In 5-10 years from now, I see more automation, but consumer still expects some manually delivered campaign to serve the VIP customer which bring more added value when you have personal contact, but in general, automation will be more ecology driven. We have to consider we have a lot of physical touch point in our boutique, our consumer come in our boutique lots is still manually done. POS will have more digital processes, and more digital process we have the more possibility we have to deal with automation process such a tablet, mobile app that you can identify a consumer when it comes into a boutique, when they search for something, a gift, they are many possibilities. I also see retail travel for tourism being at the airport, I could imagine a lot of self service in our boutique for these type of customer. 7.6 Transcript of interview 5 Personal Information Introduction (10’) Company: XXX Industry Furniture Buiness model B2C Name, Surname: XXX Position: CIO – IT - Founder Date of the interview 22.03.2016 Confidential: NO Duration 56’’06 Company description (15’) Could you tell me in what business you are in? o It is e-commerce in the broader sense. What is the business model of your company?
- 113. 113 o The businessmodel is selling things, we don’t sell it discounted, but specific to a customer. We don’t wait for the customer to come in our store, we engage them per email, we try to figure out what they like. We have 80% of women. We are a store but we do not have a warehouse, we sell just in time. Once the order is placed by the customer, at that very moment we order the good from the supplier to be shipped to the end customer, we have a very limited warehousing. There are no stock. What are the Key figures such as employee, sales, etc. (if not available publicly) ? o We are transparent. We expect to make 5 mio revenue in 2016 vs 3mio last years 2015 (66% increase) with 12 employees with quite some high turnover, the company is privately owned by 3 founders. What is the strategic overall Marketing objective? o We like to say we do not do any marketing. No classical marketing like ads or something like that. We try to be more on the PR side. We try to get into newspapers or bloggers, but no classic marketing. Our objective is to get stories about the company in PR. What is the e-commerce strategy (if different from marketing)? o Selling on daily basis and engage the customer. Don’t’ wait until he comes to you. We do in house tech development. Daily development of copy and pictures is key for us. Logistic we outsource, this is not our main core competency. Regarding the product, we try to sell Swiss product, original product, mostly designed product, lifestyle or Vitra product for example, also fashion. Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? o This is IT primarily What was the root cause that made you implement Marketing Automation? o If you have 40’000 customers, it is not possible to do it manually, you need Marketing Automation. We measure quite exactly what we do with automation. How much we earn on search, or email automation for daily send out. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company?
- 114. 114 o We keepit simple. Customer journey for us is: Visit, sign up, add to cart, check out, and returning customer and VIP. VIP means + 5 orders a year or more that 1000 CHF, this is the definition of top customer. We engage VIP customer primarily with special support, we may call VIP instead of writing an email. The vip customer treatment is actually not automated, it is more manual, but this represent around a 100 customers only. We tend to remove good customer from promotion campaign, we did it eg last Xmas campaign. On the other hand for good customer we are more on the support side, we sometime take the cost on our side for shipping, especially important for the aftersales. o We give discount especially to normal customers. We measure return on complains which is important, we also have black listed customers. We do scoring customer based on transaction level, frequency, complaints and returns. This is our main KPI. We engage our customer essentially 80% non synchronous and 5% in a synchronous way. o We could engage our customer using a chat when they are online. We are using the software Intercom for some automation rules, and we are using our e- commerce software as well for this purpose. We have not considered yet Marketo or Oracle, but we evaluate Segment. It is more a data selection tool, which is not adapted for triggered marketing we believe. We need a specific tool, but we are confident our home made tool is better. The day we have a 100K customer lead we will move to another more robust system. What was the major challenges / limitation in implementing Marketing Automation? o The most difficult part is to find the right action for the data. The data collection is not the problem, data is available from any source of platform. Make analytics more efficient, and figure out what action to take is the real challenge. If someone buys a chair, what comes next? It is not solved with technology. At the moment no tool can help you, even with so many e-commerce data it is difficult. What do you do with it? Segmentation is fine, but what do you do with it? So we start with action, with promotion, with offers, then we choose the segment that fits. It is easier. And then we go back and think what other product we can sell to this particular customer group. What are the main success factors?
- 115. 115 Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o We actually collect Demographic data, eg if this is a women or a men. We collect from e-commerce the sign up and the referrals, we check the product added to the cart, we have a tag management system, we collect data from the check- out. We know how much time is spend on specific product. We don’t really have yet segmentation from product preferences. The Google Analytics tools is not really adapted to segment per products. We are capable to score our customer based on our data warehouse which is our own development and yes we can score customers. We measure Customer Life time value. We also measure RFM. How do you store and structure the data? o We structure the data based on product and article specific dimensions, we need to know how much article or product perform in sales or what customer profile performs better. What group of customer is particularly interesting e.g. we also progressively enrich user data using data collected on our site. When the person comes back we try to get additional data but without using incentive. Do you have specific data normalization process? How? o The know-how rely in the IT team. We try to set up what actions we have, we have an overview of all actions as campaign management. We have the view on all the set of actions that we manage. If we miss data we go for the data. We don’t have marketing pressure instrument that allows us to control the number of communication over prospect of customers. What are the main data analysis method you are using (scoring, segmentation, RFM etc.) o Everyone in the company may decide to create a rule, but IT is responsible for it. We define eg for Xmas what user group we want to reach out, then, IT or sales can decide to implement the rule. We don’t have a marketing team. We have to primarily discuss it first in the team because they are so many aspects like fashion, product groups, pictures, what user group we have, and someone has to decide, this is also a team work. I’m the analyst. It is also the shop management that identify target group, if we think we have a user group of 20 users or 2000. We think they is another group or from the support team which also know the customer very well. They identify remarkable customer groups.
- 116. 116 We should engagethem differently, this are small user group, but when bigger group, we try to exploit it. Marketing Automation Rules (55’) o We concentrate on the action. Someone comes and say we need to engage this target group. Use cross selling like selling table to chair purchasers. If we see that chairs sells well. What matters is to have the right product in place. The right combination (chair with tables). o We engage anonymous customer and asynchrony customer. We have abandoned cart. We recall 72 hours the customers o The daily newsletter is the most important. A push. If customer do not receive the newsletter, customer start to complain. We have 60% open rate on a daily newsletter. We do 5-10 less turnover if we don’t send the newsletter. For an email of 10’000 send out, 6000 opens and about 70 convert (1.16% conversion rate). o We don’t combine condition together because the segment are too small. Switzerland is too small for narrow segmentation. We end up with 5-10 customers, something specific for too small segment does not worth the time spent. o Personalization is a good strategy. But if you buy a t-shirt, we may not want to buy t-shirt again. So we compare user. This user buys a chair, a poster and if he does that, or is similar to that we show something different in finding out affinity across product category. We implement some artificial intelligence, which works better that our human good sense. We have more turnover when artificial intelligence is involve than with manual task. High ROI with system. But the human will organize and pick up the business opportunity. The system should help us identify opportunity. o We just measure turnover, not the profitability. But we try to get between 10- 20% merging we target. o We are not using remarketing technics or programmatic really. We essentially use newsletter, automated mail, we use the mobile push as well. We do have some specific rules eg reminder if you go online you should download the mobile app, and vice versa, sort of cross-device promotion.
- 117. 117 o We don’thave big customer center, but we sometime using alert to recall calling customer that we need to reengage. o We try to predict how much turnover we will make based on the product. Eg by changing the color of the product, the system will try to predict the turnover. Product categories plus price range, based on history and some artificial intelligence. We receive guidance what we should pick up as product to sell on our side, but we don’t buy it before it is sold. Of course we should not propose the same product every day, but change. We know which product will be selling hard and which one will not. We know what price range will pay off. o Premium segment. We sell stuff that is not available broadly. Good Margin. We only do original, no copy. We sometime say this product of is with the manner of. Sometime the exact same product is product in China with the local recipe. The problem with “Dein Deal” is that they attract deal seeker, and never come back. I know many hairdressers that have tried it but quit, because these new client aren’t loyal. o When a customer does not buy anymore, we sent out an email after 3 months, we have automated triggered marketing. o 80 % of content is the same, 20% personalized. Do you have other automation cases planed in the future? o We would like to improve the turnover calculation, the predictions of turnover in the future. What do you believe is up next for Marketing Automation? o The next big thing will be a massive improvement of remarketing. Now it is really bad. Remarketing ignores you have already purchased a product, but still try to sell you the same thing. This is stupid. Google is too much about the money, not about relevance. What triggers people to buy stuff. Sometime I receive advertising for vendor I’m not interested in. o Emotion, presell support, copy is key to success. Price is important, but just not the main thing. We should show the product the user really want. o More customized article and advertising organic content like on 20 Minutes. AB testing has big potential for testing headlines or copy.
- 118. 118 o No particularconcern about Data privacy. We simply are not sharing data to second party data, even if we get some from partners sometimes. But is general we don’t give data to third parties. o I hope they will be changes in favor of the customer. I remember the case of Tesco which send maternity related information the a daughter’s father. Tesco know the girl was pregnant with 95% accuracy. The father found out and was upset. We could buy porn data of our user to improve targeting if we want too. It is on top very accurate. I think the law should be more in favor of the customer. 7.7 Transcript of interview 6 Personal Information Introduction (10’) Company: XXX Industry Services Business model B2B Name, Surname: XXX Position: Head of Global Marketing Date of the interview: 29.4.2016 Do you require confidentiality? NO Duration: 49’’10’ Company description (15’) Could you tell me in what business you are in? o My name is David Dorling, I’m head of Global marketing at Swiss Post solutions, and in essence my role is to deliver systems technology to our organizations that enable our marketing strategy. Our countries own target markets, my customers are the countries and I work with them to understand how they can apply the technology to support the marketing plans.
- 119. 119 o I alsotry to understand how the business is evolving and what technologies or processes we might need to cope with the evolving business, and make recommendations to the organization or investment that we might want to do. What is the business model of your company? o Swiss Post Solution is one of the division of the Swiss Post, but we are in the outsourcing business. The post recognized very early on that their volume were declining and that they should look forward to revenue streams and sixteen years ago, they started to invest in businesses that manage the flow of both physical and digital documents. And that include the outsourcing of a physical ???. We provide our customer the ability to scan and process their documents, and provide their data directly in their business processes. We are a document processes outsourcing (VPO) vendor. What is the strategic overall Marketing objective? o Primary function of marketing is sales support and tactical marketing communication. If you look at the change that is taking place within marketing functions, they say it has never been a better time than being in marketing because of all the technology that we have available to us. And one of the thing that is influencing that, changing the role of the marketing function is the fact the buying process especially the B2B where we are has changed. And if you read the serious decisions research or the Aberdeen Research, the argument is that anywhere between 55% and 70% of the buying process is complete by the time the prospect of the client reaches out to the vendor. That means that how we engage or where and what we engage with has changed. And marketing has a significant role in that new dynamic. o So what I wanted to do is to create a marketing organization that recognize that change and secondly to recognize the new organization that is making a direct contribution to the revenue of the organization so that we could say right, yes we have that amount in the pipeline from which that percentage is generated through the marketing activity, whether it comes from the website or social or telemarketing, email or so ever. By doing that, we would then gain the support to make the investment to acquire and to redefine marketing function within the organization and technology has played a role in that, specifically Marketing Automation.
- 120. 120 Business Questions: (25’) What was the root cause that made you implement Marketing Automation? o Automation is not necessarily just about communicating with an external market, it is also about driving consistency and standardization within your own organization. If you work for an international business without a global approach or a strategic approach to customer engagement, silos of data or systems. I’m aware of large organization even in Switzerland that do a very good marketing job with a limited amount of technology but they are now getting to the point where they have reached the summit in terms of what they can achieve so I think the trigger point for you depends on where you are and who you are and what market you’re in, there are a number of trigger points that make automation interesting. o Number one, I wanted to fundamentally change the role of marketing in that organization. o Number two we had those silos, different email blast systems in multiple countries, o Number three we’ve grown a lot through acquisition, and this means that not everyone is familiar to the brand and the brand message, so I wanted to create a consistency in brand and messages, standards templates and everything else. This is automation in the sense that market could access a place with standardized templates. o They are two ways you can approach these projects, you can either decide that you are going to look at your processes and redesign then research and decide what technology you need to underpin or enable those processes or your research technology and you implement technology and you use the technology to force the change in your organization, they are two fundamental approaches. o We talk about automation because sometimes we get fixated talking about technology, but it is about the processes, it is about accepting changes and it is about embedding similar approaches, methods, frameworks, models into your organizations, and the technology in some ways forces you to do that. o Personally what I think personalization does is not only you’ve got this tool. But if forces you to think about how your engage, because ultimately you’ve got this
- 121. 121 capability depending onthe tool that you acquired and you implemented, it allows you to have quite complex conversations with existing clients or prospects and that really gets you to think about who you should be selling to, what you’re selling to them, why and when. And the automation drives these conversations, because if you’re working using Excel or whatever it is, you don’t have these conversations, the implementation of the automation technology in my experience, forces you to have conversations not only within the marketing organization but also between the marketing and the sales organizations and with services organization. With this capability we could improve what we’re doing. What Is the process, what do we want to improve, what do we want to automate, what can we automate, it just changes the dynamic or the conversations. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o Mainly we are focusing on new leads, we do some cross sell, up sell, but primarily it is identifying new contacts, and news logos. We’re not covering in particular the existing customer and reactivation because we have a very high renewal rate in our existing contracts. We should do a better job in upselling and cross selling, but is it primarily a capacity issue, we are a very lean organization, with marketing activities in the countries we have to decide where to best invest our time. o We are a 3 layers concept. We have welcome programs, where we are introducing the organization and its capabilities, it is non product or solution specific, and we are introducing themes, and based on how people engaged, what they are clicking on and reading, that signify to us the solutions that they are maybe interesting and that would trigger what we call a solution nurture and that is for us a pretty short exercise, 3 to 5 emails maximum, and that is essentially a qualification email. o We’re trying to identify people that are in a late stage buying process. Now if they don’t act of the 3 to 5 emails, we would put them into an educational nurture, where we communicate with them within a certain number of time. o In addition to that, there is traditional events going on. There is a rage of inbound and outbound activities going on, that is in essence how we spited up.
- 122. 122 What wasthe major challenges / limitation in implementing Marketing Automation? o First is data. You current contact database is either going to be held in a CRM system or held in Excel database and multiple Excel data base, so the first thing you are going to do is to be very clear what data is the most important element, objects for you, and you are going to go for a mapping exercise, and you are going to go through a major data clean up exercise. What we have found is the implementation of a Marketing Automation platform does lead, can lead to a significant improvement of your CRM system, and the reason for that is marketing is concerned with much more data than sales are, when they are using a CRM system, purely for sales force automation, where they focus purely on the opportunity. When marketing look at sales data, or contact record, it is a lot of the time unusable, it has to be clean up and need to be augmented with marketing data, so Marketing Automation drives that within the organization, but there is a big piece of work. o Second, sales don’t to a great job around segmentation and understanding personas and understanding messaging for personas, what they are interested in is to understand leads, building pipeline and close business. o Third, whatever MA you use, you’re going to need content, and if you are not clear what you want to market to, and communicate with, you need to narrow it down, and say ok we need that type of content, for this stage of the buying process, and that would be the fourth point. o We don’t think about our customers, we don’t put ourself in our customer shoes, we don’t think about the content they would want etc. You have to flip yourself, that is not easy because people instinct, is to like what they feel comfortable with. What are the main success factors? Data Management (35’) What are the main data analysis method you are using (scoring, segmentation, RFM etc.) o We’ve adopted the Eloqua scoring model. If you have read the digital body language as a book, then you’ll know what the scoring model is all about. So there is scoring about an industry or a company, they are working for and scoring based on their activity, and some activity have higher score than others.
- 123. 123 Activity that arerecent have a higher score that others, it is a combination of the two, and we work with our countries to identify that. We are also sitting down with sales, what is an ideal lead profile. Because one of the first thing we did, we integrated Marketing Automation with CRM, so we could pass across leads, because we cannot pass across leads without knowing what they’re willing to accept. o Being integrated with the sales was a core component of our project. We did it within the first 6 weeks of the project. I really wanted to demonstrate Marketing Automation contribution, so yes, integration was important. o We build an event manager program; the German marketing market is dominated by events, so we build a global template for that. Everything you could possibly want to do for an event, we provided that to our countries so that they could use that. Webinars in some countries are very popular, USA as an example, so we build a program that allows the countries to build a nurture, a program that incorporate a webinar, using a plugin that is connected to Eloqua. So this is really driven by what our country really want. o When talking about Marketing Automation, we’re often talking about outbound, I think there is a need to join inbound and outbound to some forward campaign strategy. o Let’s talk about the word campaign, it has been misused, my own view is that a campaign is something that is segment or them based, segment industry as an example, or theme digital transformation, that run for a minimum 12 months period, that incorporate your inbound strategy, for that themes or segment, so are you going to use social media or website, in terms of will you outbound activities for that segment or themes. Outbound activities could be both automated, and non-automate. As example what is your PR strategy for this segment, you are not going to automate this necessarily, but those activities are going to generate content that you could use, in your automated activities, either as an outbound or by posting content or an inbound channel such as social media. o So you have an inbound strategy calendar, you have an inbound calendar plan, the third layer is the sales enablement, so what are you going to deliver to sales as a part of this campaign, that sales can use once they are actually engaged
- 124. 124 with these clients,and the forth layer, marketing intelligence, because you have to understand the market you are selling to, what research are you going to do, to understand the pain point need requirements, that are articulate into your personas, and you messaging personas. o So when we are building an inbound plan, what you have to consider is, you are going to try to drive people into these inbound channels into one of your nurture program, so technically, you need them to give you their contact details, that is an Eloqua landing page. So all of the forms that you use on your website, irrespective of the technology that you are using should be a Marketing Automation form. So you always looking for opportunities, to connect Marketing Automation social, web etc. o The worth thing that may happened with Marketing Automation it becomes another silo, it is only one platform, managing one major channel or a couple of major channels, but in your digital strategy, you have several channel that you are considering, so how do you connect them. o We do partition the data, we’re using a naming convention, we want the marketing department to share content within each other, we want them to be able to see what others are doing and leverage it. For CRM we also have a single instance, a global database. All CRM contacts, flow to Eloqua, on a daily basis, so that marketing can communicated with them on behalf of sales. Future How could you improve / optimize the automation process? o I want to do more things for inbounds, attracting new leads from social media and websites. o I think we can do more around segmentations, I don’t think you ever end, it is not necessarily about identifying new areas, it is about improving what you already are using, and then the last point would be: these system generate a huge amount of data, you have a data base and you communicate with people that you contact once month, and you generate a huge amount of data, so if you don’t have any data analyst in place, you look at the results, you look at the leads that you are generating, look at your open rate, your CTR, but you don’t
- 125. 125 really analyses it.If you ask marketing what are the key skills they think they need within their organization, data analyst is always one of the role identified. o DMP is not appropriate for our business. We don’t have the history for this. We already have all our customers in our CRM system. What do you believe is up next for Marketing Automation? o I’m not entirely sure, some mentions the grows of platforms or systems tools marketing can use, that are going bigger and bigger, o If we look at the buying process, then essentially we’re talking many to many, and at the end one to one, and the question I think is how far back or earlier in the buying process is one to one going to be coming. So we talked about personalization and relevance, we’re talking about buying personas, but if you look at your CRM database and you try to come up with personas for your primarily roles, we spend a huge amount of time doing that and at the end we all come up with slightly generic roles, so if we are generating more and more data about an individual how quickly can we start delivering a personalized or relevant message. That could be a driver. o But there is a conflict. The conflict is the data protection legislation. To deliver personalization or relevance, requires that we act on collecting day to day, and it is becoming more and more difficult to collect data and even the data that you collect actually legally use it, and in some market as you know you cannot communicate with them unless you have double opt-in. On one hand side you have technology that allows you to personalized and be more relevant, and on the other hand legislation is making it even more difficult for us to communicate. We have a conflict here and as marketer we will have to know how to figure out that. 7.8 Transcript of interview 7 Personal information Introduction (10’) Company XXX Industry Retailer Food Business model B2C
- 126. 126 Name, Surname:XXX Position: Leiterin Marketing und Verkauf Date of the interview 4.4.2016 Do you require confidentiality? No Duration 33’’43 Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? o I have three teams, one is the marketing team and I have one responsible for the newsletter, one responsible for AdWords and SEO, one for partnership marketing, and then a designer, and someone responsible for information architecture. Each are responsible for the analytics in their area, but with the new person responsible of the analytics the future, that would be her responsibility to support the rest of the team. What was the root cause that made you implement Marketing Automation? o Everything in our company should support the idea of growing revenue and grow our market share, with that in mind, we use Marketing Automation not only because it is the most efficient may, without it you may not understand what the results are, what you’re doing… Another reason is to use for our customer care, contacts. What part f the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o Well I would say there is so much more that we could do, for instance I’ve been able to hire a marketing analyst that greatly improved our capability here, online marketing is very analyzable. We are doing quite well with our limited resources, but I see quite a few more thing that we might do in the future, constantly trying to develop it. What was the major challenges / limitation in implementing Marketing Automation? o One challenge is not to get bogged down on too much details, there is a lot of data in the analytics, but I learnt through the years, what is really going to drive the sales, we have to prioritize, and this might be quite tricky sometimes, what
- 127. 127 is actually moreuseful than something else? The risk is to get bogged down. One way to manage complexity is well, look at one example, if you take one individual product analysis, you look and you say oh great I have 200 orders, that is not enough. o Another problem is that I have to do everything so well and targeted for our customer that I should highly personalize the messages. Because you think I know what the customer wants you want to show the customer only this or that particular product, this being a kind of a silver bullets, but over and over I think this can lead to embarrassing situation where you’re mailing over and over women products to grandmothers, and the cost of that mailing, plus bad publicity on twitter, makes me upset, this is simply a huge waste of money and time with negative effect, so you don’t want to do this at the product level. What are the main success factors? o The major benefit for us are to save manual costs, to understand what is effective, to build an ability to reduce customer care costs, and often customer satisfaction. o A success factors is when I achieve something sustainable, that work over months, without doing too much of manual work, cos my team is small, and I cannot afford to do a lot of manual work, that is the major success factors. Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o Well the owner of the data are, us marketing. For Marketing Automation we’re using SAP, then we have an in-house development, which you may never heard of, but the idea is to move to SAP, but this is not yet available for us. For the analytics we’re using google analytics and some additional other software. o Regarding Omni channel and our capabilities to identify customer across channels, we are not really yet there with the COOP group, it is a long-term project. Now regarding the coop super card, even if we have this loyalty card, we do not actually share information across channels, this is a project that is ongoing. It is not because of our desire, we but are still structured in silos, e- commerce and stores, but this is a long-term project.
- 128. 128 Name ofthe Marketing Automation Rule: o For instance, the most complex one we ever had is something we call internally I-Coupon, which is something that require a huge amount of IT. Our goal was to do something for our newsletter that would create areas in the newsletter with a sales item that would be exactly what the people would want to order, so first what would exactly the people like to order? So first all all is to understand what wants the customer, and then understand what the system can do for us. So we have a system, a recommendation engine, that can give us based on the customer business data - not only the purchase data, but also give us information about the margin. We can say ok we want to push these products rather than other products. So we came up with the concept and we went back and forth with the management to refine the concept, but it may takes months and months until it ended up to be implemented. If it does not work so well, we had to refine the concept, this is a very iterative process in a way, until things work well. This one was a very complex one. A collaboration between IT, Management and marketing. o I cannot give you the exact number of the share of contact being engaged automatically with MA versus the ones engaged manually, but when someone registered on our site, he receives an automatic registration email. When you make an order, you receive an order confirmation, when you receive a delivery notice, and then if you don’t make an order within 3 weeks, you receive a reminder, or if you make an order within a week, then you receive a voucher. If you order the wine, you receive another email, they are typically all standard. If you sign up for a newsletter and you are a customer, and you have made a purchase a few years ago, in the newsletter you have an area where your have some customized fields. We have a lot of things that are automated, we do advertising, remarketing such as banner advertising, but we also do things that are less automated, we do a campaign with the people that have not purchased over the past 3 months, or within 5 months, but this is not really automation, they are more manual work. So all transaction emails and I-coupon are very automated due to our marketing campaign and based on the website analysis. All that is supported by Marketing Automation, but not completely automated because it requires some manual work, we have to review the numbers, if we
- 129. 129 have an issuewith that search results, therefore we need to optimize that search results, because people are not buying products, so there is a lot of grey area in terms of what is full automation versus what is supported by automation. o Some Marketing Automation I would quote a preferred would be the couponing mechanics. o We are currently not using abandon card tactics, it is very important to understand your customer and the way they shop, our customer are using their basket as a list. It would not be good for us to do that. They put an item on Monday, then another item on Wednesday, and want to make their order on Sunday, so if you constantly shooting them an email saying yeah, you should order the basket, that would not be very nice. You know you don’t’ have the same mentality when you are buying a product at Zalendo or at Coop at Home. Future How could you improve / optimize the automation process? o Well hiring a full time marketing analyst, going much further in AB testing, for our newsletter and for our website of course, in terms of usability. I also want mid-term – let us say its depends on IT resources – to do more with our email, you know we have these transactions emails, confirmation email etc. I really would like to do more targeted email. In general, I think we should more develop a company database that would help us do that as well. 7.9 Transcript of interview 8 Personal Information Introduction (10’) Company: XXX Industry Software editor Business model B2B Name, Surname: XXX
- 130. 130 Position: OracleMarketing Cloud Solution Consultant Date of the interview: 12.04.2016 Do you require confidentiality? NO Duration 59’’20’ Company description (15’) Could you tell me in what business you are in? o I work for Oracle, I’m a solution consultant for the European team of 12 people, specialized on the Oracle Marketing Cloud solution. The cloud solution they cover a range of product and application from human resources, finance, ERP, traditional CRM to Marketing Automation, DMP is part of the marketing cloud and it is the foundation of the cloud. We can split the marketing cloud in 3 main layers. First the data layer on the down side which is relying on DMP, then the orchestration layer which is how can we address different target across different channels, how can you make sure we are consistent and then the third layer which is more a less the communication layer such as AB testing, optimization, social etc. What is the strategic overall Marketing objective? o The first one would be bridging the gap between online and offline sales for instance, this is probable the most important objective that we currently have, the second objective would be bridging the gap between known and unknown customers having a range of tools and methods that convert unknown traffic into known traffic and known customers, and the third would probably be to orchestrate things into a consistent fashion, to have a consistent message across channels, but they are also efficiency objectives. o On my experience, we see the best results with Marketing Automation with e- commerce sites, or companies investing in e-commerce. But we also have very good results with more B2B offline sales etc. The two models work, in the b2c space Marketing Automation is a very supportive for e-commerce businesses. For B2B businesses it can really be a factor of pipeline growth, better sales qualification, better lead generation, faster lead to opportunity process transfer.
- 131. 131 o In Europeit is often starting in e-commerce then extending to offline, in USA this is changing, especially since you have more and more data sources, coming from online businesses. Oracle has acquired a company called Data Logix, a year and a half ago, that has an expertise around offline and online data buying and look alike modeling based on offline data, so this is changing. IN the USA we have good sources of information, the UK is getting there gradually, and probably that continental Europe will follow next. The idea is to match offline data with online data purchasing patterns. o I think that the majority of the progress that we are making in offline data processing in usage is essentially coming from Data Logix, a company specialized about data acquisition, typically third party. Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? o It is often marketing organization 90% of the time, but we talk to IT, about integration or IT landscape. Some company CEO have real super digital vision that they are building for years, even though they were starting working while MA wasn’t existing, and sometime this come from organization at the operational level. We also see company that are launching several product, several lines in several countries with limited resources and the only solution is to automate things. Then they go to corporate and say can we get something from you ? Or shall we buy something for ourselves? What was the root cause that made you implement Marketing Automation? o In general, what I see in France, Germany, Switzerland and Benelux, the question that comes first is generally around the orchestration area, efficiency, better qualification because not everybody uses the terms lead or lead generation. Some people say this notion of lead is so b2b, but we say no it is actually B2C Company using it. In general company start saying I want to do more with less resources or with no resources. For DMP, it startw with the notion of optimizing the advertising investment, eg I’m working with 12-14 different actors, several DMP or data provider, and it is getting so complicated, I can’ manage that anymore, and I want to optimize things.
- 132. 132 What partof the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o Marketing Automation can offer value at every single steps, consolidating new consumer data, building the relationship with existing customers, re-engaging lapsing customers, and not reengaging dormant or unprofitable customers, they are usage for every cases. This is for orchestration, but this is really the same for DMP, how can I target people, how can I re-engage, how can I gradually reconsolidate the relationship I have with them? This works really in all the steps of the life cycle. o For me DMP is part of the automation of the semi-automated methods, DPM is really to consolidate data externally, internally and from partners, and the orchestration layer is more where we design sophisticated campaigns, and interactions across channels, when do we want to talk to who. What are the main success factors? o Ideally it is great when a company owns a customer referential, but it is not that often that this happens to be honest, what is best is when they have a global CRM or a global data Warehouse, with structured customer data, or an e- commerce platform that is a global site, when there is a unified customer cross data layer to start. It can be CRM, Data warehouse or e-commerce site. Then on top of that you would need the DMP system, that is really oriented around advertising, a DMP cannot replace a contact referential, but it is really difficult to do a DMP if you don’t have a contact referential, you could still do it but you would need to load data from so many sources. And then the DMP works in close relationship with the orchestration layers, which is here to define who you want to target, when and using which channel with what messages. In the DMP second and third party data will always be anonymized, so it cannot be considered as a really contact referential, sort of master data base. So below DMP is recommended to have a contact hub or customer referential. Typically this can be a CRM system. That’s why Eloqua connect to a whole range of systems. o The operational scoring happens in the orchestration layer. So on the top of that if we want to complete the architectural set up we should have an communication layer, the front end that the customer see, like the e-commerce
- 133. 133 site or theweb CMS or the social channels, these are what people see at the end, this is where optimization and life testing will be taking place, I want to offer a landing page for customer that have that purchase history instead of this one, and I want to see which one has the better conversion, I want to optimize how people see my e-commerce site, depending on test rules and automatically take the best results. This is what we do with Maximizer a component acquired by Oracle a year ago. o Challenges are organizational issues. We have to deal with complex set ups, across countries or product lines, that requires a real knowledge about the implementation, change management. Centralization is probably the only option if you want to have the customer centric view. We are saying this since 15 years but we still cannot find companies that are really doing this. Even if this is a best practices it is really rare to find such a case. We normally have fragmented system and tools, used across different countries and markets. Yet we still have to do something consistent out of that. Another challenge is the low level of awareness about automation typically in EU. Usually people can think of email and open rate, well this was true 15 years ago, but automation is much more than that, is really going far beyond that, so they is a huge challenge in educating people, market, brand owners, so that they understand what they can make out of MA. o So we try to help our customer to automate more and better, eg. But our customer believes they’re already doing well. In fact for a typical event registration process, they need to export the attendees manually to another database, send it over to the partner, import back the results, process attendees, send confirmation etc. So we have to say, we can automatize the whole process without any manual operation. Of course the effort lay on the deployment effort, then is it automated. o The tools has to be simple and easy to use, at the end the user has to adopt the tools. I have seen project failing because too complex however it was great from a expertise point of view, but not meeting people expectations, if you want to do sophisticated things and the user just want to send out email, it will lead this users to a bloody mess and get no value out of that.
- 134. 134 Data Management (35’) What type of data do you collect? From what source (channel: stores, eCom, others?) o Collecting any data is quite of a challenge today anyhow. This is the job of some companies, this is what social networks do. But for companies this is a huge challenge collecting everything from the cost and technological perspective. I would start with a use case to define what data I need. Your main asset are the first party data. This should be as good as it can in terms of quality and how it is structured, and if you are using a DMP system, you can still leverage a 100 data provided to enrich your first party data. If you want to do look alike modeling out of your first party data, the quality of your data should be as good as possible. How do you store and structure the data? o The more knowledge the company has of their data the better the can get into Marketing Automation. What I have seen in terms of risks is when people have no idea about what data they have, the quality of the data, what’s the nature of the data, how often they are refreshed. If they don’t understand it difficult to make a good use of it. Eg you are a transportation company, you want to start going automation and you want to do birthday campaign, I’m going to send out a special offer but you have poorly qualified data, not gender, no age, not structured data etc. So first step would be to be aware of the data quality you have, what are the limit of the existing systems, and how can they be more centralized. What are the main data analysis method you are using (scoring, segmentation, RFM etc.) o Scoring is key for b2b and b2c, and not everyone agrees on that. For b2b you would try to evaluate the level of maturity of a customer for a given product, in the b2c world you don’t generate direct sales, it is important to identify what are the category of your consumers that have the most value by scoring. Scoring is really key to adapt the message, and you rely on the segmentation for that. In fact you cannot rely only on geographical factors or sometimes you need to create some more sophisticated rules, you may want to score people in a different way, based on the country and the product line.
- 135. 135 o A goodway to prepare data is to ask yourself, how I want to engage customer and what are the typical customer journey with critical moments. A customer journey should like a love story. Name of the Marketing Automation Rule: o It ca be useful to do a customer journey mapping exercise, or talk to expert in the field to better understand what is the sales structure, success factors etc. In fact Customer journey mapping consist of identifying different interactions points that customers have with your brand and for each of these interactions, you would try to identify what or who you are exactly talking to at this stage, which assets, which technology, which products, which persons are involved directly or indirectly using a mobile apps, so indirectly the developers may be involved as well, so you would me mapping all interactions, and then you would be trying to identify what is the customer feelings, based on what you know at these different steps, and identify the moment that matters, usually they are several, sometimes they are positive and sometimes they are negative. Positive moment may refer to right after purchase moment after unboxing the new apple toy, it is a positive feeling, on the other hands I may calling the customer service because I installed an update with latest OS and nothing is working, I don’t feel I’m understood, that is a negative moment and you may want to improve that. o In fact, it is not often that I see sophisticated campaign; most of the companies are using the full potential of what they could do. For Instance what I like is this car manufacturer that can manage test drive, once your registered for the test drive, you are confirmed per email from the brand with detailed information. If for some reasons you’re not opening your email because you are busy, so the car manufacturer decided to fire some display banner to remind the tester of the upcoming event, so they change the use of channel based on the absence of reaction, at the end they will be watching the picture of the car they supposed to test soon, this is a way to recall the tester of it. So dynamically changing channels based on customer behavior is interesting.
- 136. 136 o Social. I’amstarting a campaign and I realize that one of the customer in my target group are influencers with thousands of followers or fans. So automation may help you leverage the social data to identify who to engage particularly. o When building a relationship with a customer, personalization is going to be key, so sending to the right person to the right time is important but connect the customer with what is specific to them is even more important. Eg A Cruise Company has a customer that went to Vietnam last year, and a year after I’m getting my newsletter and instead of getting my special offer for July, I have a small area on the newsletter that tells me “do you remember last year? Their they’re nice picture of the trip I was on..” That is connecting my emotions and I will read the rest of the email just because of that. Personalization is key, adapting the content, leverage the different data source. Scoring is key for the personalization as well. Future Do you have other automation cases planed in the future? o I believe the Marketing Integration suite will become always richer and bigger, with more module with DMP, social, content marketing, leaving the client the possibility to enrich its activation programs or MA initiative, as the client grows. o From a feature standpoint. The unknown customer things is just at the beginning, we’re just at the start using anonymous data, with more loyalty programs, offline data available, not only generic data, one data will be able to integrate your offline journey as well, local shop, local garage, local music shop, and leverage your journey across channels in an anonymous way and in all digitally mature markets, EU, US, Japan. o In the orchestration, you’ll more and more channels that you’ll be able to combine, and seamlessly direct traffic to, as they are new social media channels that you are using every day. o Regarding predictive analysis, today if you want to build look alike models, it takes a few days or weeks, until you get the model based on the first party data you get, then it is probable in the future that you may have that instantly, and you’ll be able to target ten thousand recipient, instantly analyze what works and
- 137. 137 instantly trigger alook alike modeling to optimize you campaign automatically. The more time goes, the better the algorithm. 7.10 Transcript of interview 9 Personal information Introduction (10’) Company: XXX Industry Classified / marketplaces Business model B2C Name, Surname: XXX Position: Director, Email Marketing and CRM Date of the interview 29.03.2016 Do you require confidentiality? No Duration 1’02’’40’’’ Company description (15’) Could you tell me in what business you are in? o I came from Russia in 1999 after I graduated, I spend about 8 years at Apple, my specialties is database marketing email marketing, everything that is data driven, segmentation, targeting, customer facing communication, this has always been my focus though out the years. After 8 years at Apple, I had the opportunity to go to Ten-X and build out a function from scratch. This company was more like a real estate company that had the good idea to bring all that online, and nobody were doing that, this sounds like exciting to me, more like a start-up rather than a more mature company, so I started to build up the whole function. About 3 years ago I started in this company and somebody before me was there, and I did not participated in the decision making for Marketing Automation, everyone was discussing it here in the silicon valley. They handed me the marketo tool, but through the journey we turned it upside out it is an interesting journey, I can help you.
- 138. 138 What isthe business model of your company? o We are a real estate market place. We have buyer and sellers of commercial and residential real estate. Our marketing objective is we are like a Match.com (dating site) for real estate. My goal is to find the right person for the right properties which is very unique. Bring traffic to look at the properties who would like to buy those properties. If we don’t turn on the machine, nobody will see our houses. We are paid when the transaction is completed. We are online, but we also are offline, we have different flavors channels, the goals is the be really online as much as possible. What are the Key figures such as employee, sales, etc. (if not available publicly) ? o 3 Divisions: Ten-X Homes, Ten-X Commercial & Auction.com. Founded 2007, Launched Auction.com platform in 2008. Re-branded 2016, New Ten-X platform. 200k+ Properties Sold. Since original launch. $37 Billion+ Assets Transacted. $96 Million Largest transaction to date. 2009. Entered Commercial Real Estate Space. 100+ Countries Buyers originated. 1k+ employees, Offices in key markets nationwide, $1.8 Trillion U.S. real estate market opportunity. Business Questions: (25’) What was the root cause that made you implement Marketing Automation? o I was not part of the decision process of this tool, but Marketing Automation is in fact helping marketer to do the right job with not too much manual job. What was interesting to us about this particular tool is that you can capture customer into one system and then set up an infrastructure to track customer behavior and send some follow up communication to them instead of taking them to the journey without doing to much manual work. If you send the customer attend a webinar, Marketo is fully integrated with WebEx, if somebody attends, you know it in Marketo, if the customer registered but did not attend you know it in Marketo and you can send out a follow up email saying “hello we missed you but here is the recording” , without scratching your head to much, running a bunch of sql, it all kind of native and in one system, you can see 360 degree your customers, what they are doing what they are clicking, and define the best possible communication that fit our customers. So it’s exciting because the resources are very limited, you don’t need a 100 of people selecting the
- 139. 139 campaign, pushing thebutton. You can define your segment, define the journey, build those journey for different customer group and then see how it goes and tune it. The truly part of the email that we set up and never touch them anymore are the nurturing program. We get our customer to sign up to our newsletter, we grab them and we send them some welcome email. Here are the next 5 steps for you to take, and we send this weekly until they make the next step. o I would say a good 10-15 % of our email are there and we don’t touch them. If you structure your data right you can really go far with those, but you still need to Q&A. The nurture program are for us easy, because we get the records slow into Marketo. In marketo you ask Give me a list with the people who join the list in the last 24 hours and send them an email welcome message at 7 am, this is pretty easy, but some have semi-automated. The massive email we do. We have built up a recommendation engine outside Marketo. If in Marketo we look at customer behavior and we pick the best property for each customer each week. And then once we picked the best 8 properties for each customer everybody gets their own recommendation personalized. We pushed the data from habup through API directly into Marketo, then on the fly we create special dynamic personalized template in Marketo, and we push those recommendation dynamically 3 times a week. So in Marketo it looks like a shell with empty spot, but when the email goes out and these properties are all personalized, in one single shot we touch like almost like a million customers and all of them receive very unique personalized content. So that type of email when you think about it are fairly automated so you have to Q&A very well before you push that button to millions of customers. You want to make sure, the data go through, take a few sample, you want to ensure nothing is broken, it is an automation, but is also require some babysitting too, I would say a good 40% of our email a like that. Half of our email is half or partially automated, but there is still a good chunk of email campaign that is still managed in the old fashion way. o I would say A) personalization always work. When I first join we had none of these email that was personalized, we’ve done an AB testing, on sort of the static content, vs dynamic content, we got 100% uplift. So customer really love when it is personalized, it’s not generic. B) I would say it’s the time, what Marketo is really good at is feeding customer, eg when we have a customer that
- 140. 140 goes and searchfor something on our site, they go and search for properties, we have a program that listen to that, when the customer made the search, they can save their search because we have that function, we shoot them an email right away that say, hey you just search for the properties in Belmont California, did you know we have a function that save that search in order to sending you the matches like every day, so everything that we do that actually hit the customer after he did something is really really amazing! You know the old fashioned way is that we would wait and select, customer would have forgotten what they were doing, but if you do it the right away, they are still thinking about you, they just purchased something, you just say thank you and they’re just registered for something and you send them a reminder. And C) be very careful, not over contact your customer, they’re getting tired when contacted too much with too many emails, it’s too easy when somebody comes and say I need my emails, I need my emails, but what about customer right? I always think about customer experiences and how is it for them to get, things from different products, we have to be very carful right? What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o I believe my team, my function we are involved in all of those, again as I said, we have email blasting, but we also have a customer journey, we welcome customer, we retain existing customers, and we also reactivate inactive customers, we have created different sizes of programs, one that I have describe is a sort of welcome nurturing program, we educate customer instead of pushing him to the next level, and a big chunk of them come back every week or every second week, and those who kind of disappeared, we have a reactivation program, we send them an email once month, “we have not seen you lately, but we were still a great choice for you” and once they come back and they search they come into this pool of active customer again. We also have a blacklist in Marketo, we obviously we have a suppression list, unsubsubscribe function. We segment the data, we kind of manage that all in Marketo. o We on the true automated emails, we have some email that can get from 3 to 50% CTR, it’s a huge range, it all depends on the content. 50% is kind of insane. On less automated email, our CTR average is about 3-4% which is not bad in our
- 141. 141 industry, our openrate is about 20%. The weekly sent personalized newsletter get about 5% CTR, of course the more mass you go the less CTR you get. What was the major challenges / limitation in implementing Marketing Automation? o My biggest challenge is the quality of the data, the way we integrated Marketo, we are dealing with data through API, we are also connected to salesforce because we also have a b2b function, our data is quite messy, when you automate email you want to are doing the right thing, you don’t want to hit customers when the data are messy, and the customer has no clue about it, that is kind of my biggest problem, we have a lot of duplication, because our system are all over the place, so we constantly try to clean up up put and make sure put work around, this is the biggest pain. If you are a manager and you are building up a function, you need to find the right folks to do this job really well, specialist who are operating this, very QA and focused functions, because they are so many component going there, this is really another piece of automation you must have. o Regarding the identification of MA rules, we work as a team, we have a marketing department that is coming to us with certain pain points, we have the sentiment our customers are telling us they aren’t educated about something right? We would like to do a webinar for them, then we jump in and we start working and recommending them, who we think is best for this kind of activity, because we’ve seen something like that happening before, or we already have a sort of a segment setup for those guys our are fairly active, it is sort of a mixed process, sometime the business come to us and say I need you to follow up and set this up exactly with this criteria, second scenario is when we set up our own nurture program and sometime it is a combined decision. o So who is in my team doing this? We have different flavor of folks doing this, I have about 7 people, I have a guy that who is very like data base almost an engineer, bridging data in through API, code some java, do some crazy stuff that nobody in the rest of the team does, so typically to bring the marketo data inside through API I would have to use somebody like him. But if the data are already in Marketo, I ve got the function call production manager, they are some kind of marketo specialist, they do to coding an email, place it in Marketo, they would create a smart list, they would test them, all around, through the business, to
- 142. 142 test and approval,they are not quite he heavy engineering, but they can interact with my technical guys, and I have coders on my team, two of them, they do landing pages, and email, so everything to do with html or coding or the way email look like and all together it works really really well. o A customer journey could be, a customer calls us, somebody on the phone enters his information into sales force, the data comes to us, we nurture that person, we welcome him, and then they start searching, they start doing something that bring them to the next level. At the same time there is a digital marketing which primarily focus on targeting. If we have some major campaign, some big mass initiative, we all send an email, and then we will share the same sort of people with retargeting guys, and they go and buy all the google and Bing and all theses networks, and they will be presented with the same or similar content, through their online journey. I have counterpart who does that, I also know that Marketo has is out of the box, but we aren’t using it ourselves with marketing because we have a guy who tackled that differently. Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o In order for me to store data in Marketo, if Jerome has 10 transaction, I have to I have to roll that up to 1 line (data mining technique), but what I store in Marketo is, you sign up for a newsletter, or you created an account, if you register for our auction, we store that, if you looked at properties online, residential, commercial properties, we have all these data in Marketo, attendees of webinar, we try to store as much as possible again as a rollup scenario, because of that structure of the database. We have offline event we invite customer to coming, all of that is stored in marketo, landing page etc. Now the look alike models, we do share our data with the digital guys, for running the Facebook, the social media, I know that for Facebook they do have a look alike model, we particularly use that as part of the recommendation engine, we don’t do that I Marketo, it simply does has that. What happens outside of Marketo in our recommendation engine, is eg. Jerome would go and look for something, on the site, there is a property that come up and our recommendation has a very robust logic and it would say ok this is a person who
- 143. 143 clicked on it,can we find 10 more that he would all like? And it would give us that information to us through API, so I don’t particularly own that part, but I was the business partner with them, that this is in the data science group that I work with really closely. What are the main data analysis method you are using (scoring, segmentation, RFM etc.) o There is scoring which is statistic scoring. You assign a certain score for each action type. You can say, an email click is 5 point but if somebody hit a certain landing page, which is, very valuable, that could be 50 points, so if somebody is placing data on a property that could be 100 points and every day we create a program that sort of select your top leads. You know this customer was searching the site and was super active. o There is a tools called “sales and site” that is part of sales force because Marketo and Sales force are two connected systems. So every day we can send the top lead to our sales departments and they can see how hot they are and they can actually pick up the phone and call them. That is a really great function that sales team really love because you are basically not shooting them in the dark, but you are shooting someone that is active on the site, because you are using the scoring model, it gives you this capability right? o Progressive profiling if when you want to know something from customer, and then you ask then during their site visit or during the landing page. This is a function that we have, so but you may have 100 of questions, but you cannot right, you can only ask a couple of questions. It’s nice feature, we have used it once or twice, we are not using it on daily basis but we have our sales people taking to our customer every day. They can ask a tons of questions in person. o We also have a notion of NPS (net promoter score), so we ask customer questions, hey you just closed a deal can you please score your satisfaction, and we send out a survey, so progressive profiling is a good way if you don’t have a customer call center, if you don’t talk to them on the weekly basis. o Regarding the medium used in in Marketing Automation, we use retargeting on social network, SEM, SEO, we were about to use in app notification something that pop up on your phone, we tried to push text notifications, we did a couple of test, of course email, like trigger through the customer journey a lot, this is my specialty, customer can get calls as well.
- 144. 144 o To behonest we have lot of MA rules, several hundreds, we have a lot of thing setup. Our instance is getting to slow. Bring that up with Marketo if you plan to have so many, it’s for us too busy, slow, and we need more. o We run reporting every week so it is easy to see what is not working, understand this is here forever and does not perform well. I go once a week through all the programs, which are out there and I go back to the business and I say guys I don’t see this performing so well since a while, can we change it or cancel it? This is my initial thing, we have a lot, we have 10 million emails. This is not always, what we want to do but the business demands. Sometime we have to do and close our eyes, because this is for the business one, this is not going to work but you still has to do it, we’ve done the work, but this is really not resonating well, so they learn the hard way, we sometime do things we don’t really want to do. Marketing Automation Rules (55’): Future How could you improve / optimize the automation process? o For me I would like to automate as much as possible, we normally start doing thing manually, and at the end try to find a way to automate this, because there is a lot or work to do, we want to go towards in app push notification, maybe some SMS, this is not rocket science. o Personalization is really the big thing, I really would like to personalize more, I don’t think we’ve done all the work, I would like to improve transactional email, needs to be more robust, I need to clean up the database. o As innovation what I see upcoming, they is a notion of predictive blasting, they actually know when a customer opens an email, or click on an email, instead of pushing an email on one big push, they wait and think who are the customer who opens email in-between 10 and 11am, bam shoot them that email, I find this very interesting, I know that personalization on my site has double more engagement, this is the next best thing, than can happen in the industry, the can really help you personalize your content dynamically.
- 145. 145 7.11 Transcript ofinterview 10 Personal information Introduction (10’) Company: XXX Industry Aviation Business model B2C Name, Surname: XXX Position: Senior Director Online & Direct Sales Date of the interview: 14.4.2016 Do you require confidentiality? NO Duration: 37’’04’ Company description (15’) Could you tell me in what business you are in? o I’m responsible for online sales and direct sales at Swiss. At the end this relates to e-commerce and in particular, to our global online sales and communication, eg web and mobile app. o I’m developing in one hand assumptions and on the other hands pushing and optimizing online sales for a variety of aspects. I’m also responsible for performances marketing and everything which brings traffic to the platform, What is the strategic overall Marketing objective? o On one hand the reduction of the distribution costs, on the other hand to reach out new customer segments and ensure that we address the right customer segment with our offers. The third objective would be to upsell. We earn less and less with the basic product and we’re selling, in order to compensate and earn more we need to up sell, this means if somebody is buying a flight ticket, he might also want to add some luggage, or a seat upgrade, a special meal a hotel or car reservation. We try to increase revenue by selling cross and up sell opportunities.
- 146. 146 o Reducing costhas a lot to do with efficiency and there Marketing Automation becomes important. By the way, this is a term we do not use here, I do not know what would the term for it. For us it is more online or digital marketing. Our marketing department is dealing with the classical marketing, the branded stuff that also includes the banner display campaign with the traditional way, not necesserily in an automated or targeted way. Their job is to stimulate the demand while the digital team jumps in when the interest of a prospect is given and he is looking for a flight online, this is our distinction between classical marketing and digital marketing. That is the way we share responsibilities. Therefore, we have the knowhow for let us call it Marketing Automation or digital marketing. We do some remarketing as well. The main reason for this distinction between brand and digital marketing is the know-how. Our team used to have the name direct sales, but it is now also online sales in order to push digital development ahead and put experts together and now the question what is the next step? Should we digitalize the marketing department, and maybe in a few years we will also stop any physical advertising I don’t know… Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? o Marketing Automation is a matter of expertise more than culture, understanding this is important, and to understand that with it you can drive revenue, and reduce costs. Some understand that well, some other are still in the old world and the question is how many experts do you have. If not hiring an expensive consultant you could hire an internal expert but they are difficult to find, and there are limited in the salary we pay of course, it is a challenge to build up the knowledge. o I know companies that are building this knowledge and but even if they have thousands of employees, 80 – 90% are consultants because they have no internal expertise. So this is a way to bring it forward, but if all the expertise is at the consultant, where is the knowledge? What was the root cause that made you implement Marketing Automation?
- 147. 147 o The overalltarget is to reduce our unit costs. Also for the overall Swiss company and this relates to everything’s, online, or selling it through a travel agency, marketing with more efficiency. Here the fact that digital and online marketing can be measured is very important. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o We are not that sophisticated I believe in that regards. But since about 3 years ago we started discussing the customer journey, how we address the customer and what we offer him for any of the communication channel, this is basically email but also push notification which can be different depending on the customer situation or along the customer journey, here again we are in the building process. We have started for example with the preflight email which we did not have a year ago, where the customer receives different communication a few days before the departure in order to prepare for his flight. However, we also propose offers that we think fits well to do that, a couple of days before the departure and this is automated of course. What was the major challenges / limitation in implementing Marketing Automation? o Resources and expertise, maybe the understanding of it to reduce costs and increase sales. What are the main success factors? o We have with the Lufthansa Group partners both exchanges and common projects about Marketing Automation. Data Management (35’) How do you store and structure the data? o All our customer data is stored in our customer database. Being a legacy company, we used to have several customer databases, so we had to migrate first the several customer databases. In some companies, more or less each division had its own database for different purposes, so we have now one which is the first great achievement and it becoming larger in terms of data and profiles. But all data aren’t’ always interlinked such as transactional data because our customers aren’t’ always identified. If you book from a travel
- 148. 148 agency, unless youare travelling to the US, you do not need the passport, maybe a name, a flight number but this is it. Without the frequent traveler card, I do not know anything about him. In addition, not everybody has it. So only know a part of our customers, but not all of them. Therefore, we also try to create some synthetic profiles in order to get more data as a base for the analysis. o We try to segment various customer, which is difficult, because when they travel they can be in different situation, e.g. private or business trip so it is not always the same customer in the same segment. We are not yet collecting behavioral data such as search terms, visited pages or time spent yet, we cannot do everything at once. So first, we need to sort out the IT architecture things then we will be able to define an approach using trial and errors because you will never know what really converts or works best. The idea is to enrich the profile more and more with behavioral or external data or with social media, but we focus on the low hanging fruits. Now we only analyze the data at the aggregated level, and not at the customer level or single user. What are the main data analysis methods you are using (scoring, segmentation, RFM etc.) o All scoring is made out of the customer database and as long as we can identify users, because we cannot identify everyone, outside the frequent traveler program. We can measure the customer revenue, flight in-outbound per month, but this is made by marketing in order to understand the customer value, but we cannot engage that particular customer segment using digital because we aren’t yet integrated. o We have a business part and IT part. Business defines the concept, the optimization etc. and the other one technically integrates it. o We are a team of 65 people with our dedicated developers and we are doing everything, not only performance marketing, but also functionalities to book a ticket which has a high priority as topic or migrating back end systems which is a business need even if not a pure innovation. Name of the Marketing Automation Rule:
- 149. 149 o All notificationssent out, e.g. our booking confirmation email, are automated. We are also triggering so-called preflight emails, which provide some personalization. We also have on the swiss.com platform a part where you get personalized information concerning your flight. o We do retargeting, we do performance marketing and we start to personalize the emails send out with offers in collaboration with the marketing department o We just kicked off a process to enrich this database with more and more data, second we analyze the data with richer segments based on affinity models and of course, for the integration of the use case what we do is to propose highly targeted products, which convert very well. This is in implementation right now. o Cost / benefit is key for us, or low hanging fruit. We start with the easiest ones. For example, upselling from economy to business is a good one; this is a good case for us. Identify the right customers who may afford this and suggest it to him. How can we easily identify them? So far we were doing this manually sometime also per phone. Now it is automated with notifications or using banners or in using landing pages. How to you measure ROI? What were the results? o Well everything is tagged, every campaign but again on the aggregated level only. We know how many bookings we have got from that banner of from that newsletter. But not at the customer level, only aggregated. Future How could you improve / optimize the automation process? o It is to enrich our customer profile with more data, including behavioral data, external data but also trying out more use cases such as revenue generation through additional services as cross-selling or up selling which works better than sending out an offer to somebody who flew 10 times to Barcelona and that make you think he likes Barcelona. This will not bring much. o Then building up the knowledge is our next priority supported with additional resources in order to implement more use cases. o Everybody is experimenting, apparently the US is more advanced in comparison to Europe.
- 150. 150 o Let ussee how the regulator will do in this area, if he makes it easier or trickier in that regards, it might be more complicated to collect data. In the way you need an opt in for this or for that and that maybe at the end it does not worth using data because it gets so complicated and that you come back to the root. Could also be? o Currently, we don’t work with third party data. More a question of resources What to do first? Then the knowledge. We have open positions in performance marketing which should further develop these topics. 7.12 Transcript of interview 11 Personal information Introduction (10’) Company: XXX Industry Designer furniture Business model B2C Name, Surname: XXX Position: CTO Date of the interview: 11.04.2016 Do you require confidentiality? NO Duration 37’’37 Company description (15’) Could you tell me in what business you are in? o I’m Jonathan Howell, I’m the CTO at Made.com. I’m responsible for all in-house developed technology, incl. assessing Marketing Automation software which is something we are currently looking at. We are a pure e-commerce player, we sell designer furniture, everything is made to cut out the middleman. We provide designer furniture you normally could not get from the mass market and for customers that would normally not afford that kind for product. We’ve been operating since 6 years now, 220 employees, and we are now in a number
- 151. 151 of countries inEU, we are a vertically integrated retailer, most of what we sell we are commissioned for, we control the supply, chain, but we also own the stock, this is a hybrid model, some of what we order is made just in time, so when the customer places an order we place an order at the manufacturer who then produces it for us in a number of week, but we also order some batches of maybe 15 items that we own and that we can deliver within a week. What is the business model of your company? o A number of things, but first brand recognition and for our website traffic generation, driving up conversion are the main things, but our ad spend is definitely designed towards traffic generation, its more measurable, but this is also logic essentially because we’re still a young and small business, once we get bigger will definitely have more brand spend but currently all campaign are measured based on revenue. Our KPI is ROI. For 1 pound we spend what is the revenue? Business Questions: (25’) Who is in charge / organizational chart / sponsor for Marketing Automation? o So, there is someone in charge of CRM, and Marketing Automation would be part of CRM and they sit in the brand team, and they would coordinate with the different countries with the local teams, we’re in UK, France, Italy, Netherland, Germany. So the Marketing Automation piece falls into brand teams, and product management teams which is part of my teams which is responsible for onsite conversion and they would work with data analytics. Technology and product management are both group level function, and everything we do we try to do it relevant for all markets. CRM is now a new function that is a group function, it used to be at country level, but the marketing team are per country who would do individual campaigns. o Typically a new Marketing Automation rule would be created by the marketing team and technology and technology is included in product management. That is changing, in the future, the person responsible for identifying new opportunities and figure out what we should do is would be between the brand and technology. We also have an analytics team, we are just building our analytics teams, we have one person at the moment, we hope to get a few more
- 152. 152 in the future,and one person will be responsible for analytics marketing efficiency. What was the root cause that made you implement Marketing Automation? o We do have some Marketing Automation in place already, because we want to provide a more personalized communication for our customers, but primarily it is to make marketing more effective, while previously we would have sent a newsletter to our mailing list using mail chimp which is the same for everyone, we would like to be able to provide more marketing information at various customers and prospect. Better communication across many different channels should lead to better return on marketing spend, and better conversion, and better customer satisfaction. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o No, we are reasonably unsophisticated now, we do not cover all cycles of the customer lifecycle and this is the reason why we are currently looking at Marketing Automation. What was the major challenges / limitation in implementing Marketing Automation? o Of course Marketing Automation covers many different things, many different channels, if you take email for example, it is an opportunity rather than a problem, because we have effective marketing campaign, that generate revenue, and they can generate more revenue, in some other channels, it’s about efficiency, let’s take display ads, if you could personalized and target better you’d had a better return on spend. o I’ve looked at the MA market at the moment, in the last 12 months, my perception is that among the tool available on the market, there is quite nothing that does everything. o So in my ideal Marketing Automation world, you’d’ had a tool that would gather all the data that you know about your customer and your prospect in one place, and that would be on site behavior, purchase history, customer service interactions, emails, email response rate previous campaign, click trough from search terms. All information about customer prospects, you’d be able to do segmentation on that kind of people, and you would be able to build cross- channels automations, multistep automation, and you would be able to say if
- 153. 153 they bought thisbut haven’t bought that and have not complained at the customer service. Then we are going to send them an email, and when they hit the site they have some personalization. You should be able to drive the campaign, emails, onsite personalization, push SMS or mobile, but you should also be able to target media stuff like display adds, real time bidding, you should be able to use Facebook, you should be able to do a cross channel campaign for that segment, and if they email bounces for example, you can use real time bidding instead, that is the Marketing Automation ideal. o My current understanding, is that you can find a vendor that all have that and it works, I spend quite some time looking at the market, and most of the vendors are coming from some historical perspectives. Many are coming from the email marketing, side, and they are quite good on email marketing but they have no idea about onsite behavior. Other vendors come from the onsite personalization and they can do A/B testing, but they have no orchestration tools to do email marketing. And then you have Oracle and IBM that have bought a bit of all that aren’t’ yet integrated. For small and medium size company, you don’t want to spend a million pound on integration project, so you have to pick the one that does the most of it and try to minimize the integration of it. o We have a high order value with low repurchase rate, because once you bought a dining table, it is probably going to be quite a while until you will buy again, which means that automation based on purchase history is not that useful, buying is a quite long decision making process. In about 46 weeks deciding which sofa you are going to buy so if this is what you want to automate the input is not purchase history but it is onsite behavior, that combination is a bit of a challenge. o We’re desperate to use marketing attribution, this is about automizing marketing efficiency, you can automize it unless you can measure it properly, it is hard and complex to setup Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o For us, channels are sms, diplay, email, push, application, real time bidding, sem.
- 154. 154 How doyou store and structure the data? o We collect a lot of data but at different places which is part of the problem, so we have google analytics which give good insight about onsite behavior, we also collect AB testing data, this is the ongoing challenge, in our ERP system we know whatever was bought and if the order were delivered or cancelled, in Mail Chimp we know if the newsletter was opened, and we are just in the starting process putting all that together in a data warehouse, What are the main data analysis method you are using (scoring, segmentation, RFM etc.) o We do are in the process of buying some tools to do this. Partly, we started building a datawarehous using Amazon Redshift, and our Analytics team would start building their own analysis, and build segment on top of that. If we’re sending a newsletter for example, I would A/B test with a 50/50 split but if we wanted to send a more targeted campaign, we would extract the customer who have a purchase history and send them an email. o Truly marketing Marketing Automation today would be the abandoned basket, and we are trying to move away from the manual stuff. Name of the Marketing Automation Rule: o The main Marketing Automation that we have truly implemented in abandoned card, we do some of newsletter segmentation, so a lot of the initial engagement encourages people to sign up for our newsletter, so we would definitely do things like we’re opening a new showroom, and we send out an email with the people living in that area, or we would create a segment of people who have previously bought from us, but all these segmentation are fairly manual, we would segment in mail chimp, and we have some of the analytical tools that let us push segment into mail chimp, but we don’t have at the moment that tool that could engage user across the customer journey Future How could you improve / optimize the automation process? o I think it would be the abandoned browsed campaign and with product recommendation. Do you have other automation cases planed in the future?
- 155. 155 o My idealproduct would be a very simple plugin service that that would put data together, do the segmentation, orchestration without huge integration project, and I would imagine that my favorite thing would be fully automated, our weekly newsletter would be a much smaller part of our activity. 7.13 Transcript of interview 12 Personal information Introduction (10’) Company: XXX Industry FMCG food Business Model B2C Name, Surname: XXX Position: Global Digital Marketing Advisor Date of the interview March 31st , 2016 Do you require confidentiality? No Duration 1’14’’37 Company description (15’) Could you tell me in what business you are in? o Je travaille chez Neslté, Nescafé Dolce gusto, c’est le business du café chez Neslté, et en particulier des systems, c’est des machines à café avec des capsules, ça fait 15 ans que je suis chez Neslté. Aujourd’hui mon rôle est global CRM business intelligence advisor au niveau global, notre rôle c’est de sélectionner les outils globaux comme le site web ou le Marketing Automation, qu’on impose aux marches, pour qu’ils ne réinvente pas localement la roue, et que cela soit économiquement le plus pertinent, et je développe des master programmes, qui sont ensuite localisable par les marches. On est présent dans les 3 zones Asie, Europe, USA, avec des pays très sophistiqués comme USA, Canada, UK est Australie, des marchés très digitaux, très matures, qui ont du budget, de l’expertise, donc ils peuvent faire beaucoup de chose même s’il sont heureux d’avoir des guidelines globales, et il y a des marches avec un niveau de
- 156. 156 maturité proche dezero voir négative comme le panama, Turquie, et Malaisie. Donc ces marches ne seront pas capables de leur propre initiative de créer un email ou un Template. Des fois ils n’ont pas d’agence locale. Nous leur permettons d’entrer dans le Marketing Automation sans expertise, donc ils peuvent passez de l’emailling de base au CRM grâce à notre outils globale et des programmes globaux, ou des master templates, des versions en anglais de tous les emails, avec des images et après ils localisent, donc il peuvent aller tres vite, sans avoir d’expertise, d’argent, c’est ça l’avantage. Je suis toute seule, donc ce n’est pas moi qui qui fait tout, le CRM est qu’une partie de mon scope, je suis aussi responsable du e-content et responsable du business analytics, donc dès le départ on a identifié l’outil technique, et on a dit il faut trouver une agence qui va nous aider, qui va être mon contact principale et celui des marches. Cette agence est responsable de la formation des marches, de technical onboarding, ensuite je donne des guideline comme programme tel que, un welcome programme, un machine program, un first order push, un abandoned basket, donc on établit d’abord les basiques. Donc j’investis entre 10 et 100’000 euro pour développer les masters programmes, et les marchés n’ont qu’a payer la localisation. La dessus vient plein de sharing sessions je peux passer mes messages, ensuite le marché va contacter notre agence, ensuite on fait un call ensemble avec moi, l’agence et le marché pour faire le onboarding call, ensuite ils vont décider quel programme spécifique ils vont implémenter. Les années suivantes, il faut suivre les marches et leur rappeler d’avoir un programme annuel afin d’optimiser le setup, donc tous les marches peuvent faire évoluer leur set up vers plus de programmes, donc on contact les marchés pour les pousser, pour leur demander leur target, pour maximiser l’adoption, pour que l’investissement qui est fait au niveau global soit pertinent au niveau marché. What is the business model of your company? o On est présent partout et surtout en grande surface, sauf dans certains pays comme en Asie ou le e-commerce complete une déficience de présence. What is the strategic overall Marketing objective? o Le digital leader doit équilibrer son mix. Pas uniquement du CRM pour la vente, pas uniquement de la communication et du nurturing, il faut faire les deux. Par exemple information sur des nouveaux produits des nouvelle recettes, du
- 157. 157 contenu intéressant, etil faut surtout de l’émotionnel, contacter le top Customer et leur dire merci. Apres acheter online ou offline, c’est vraiment pas important, il faut qu’ils consomment, mais peut importe le channel. Business Questions: (25’) What was the root cause that made you implement Marketing Automation? o On a commencé en 2010-2011., le CRM existait, ce n’était pas une révolution, et comme notre produit est assez compliqué avec nos machines système, il fallait faire de l’éducation, ou le contact 1 to 1 était très important, et tu peux pas le faire en 20 seconde a la TV, notre business a un challenge éducationnel important, et les volumes impliqués sont ingérable à la main. Du moment où nous avons lancé le webshop, il a été claire que le e-commerce tout seul ne fait aucun sense sans avoir un programme CRM associé. Ce sont ces deux axes qui ont fait que le Marketing Automation est devenu une nécessité. What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with Marketing Automation in your company? o Au niveau de l’acquisition, on n’est pas encore au niveau des tactiques look alike modeling, par contre nos guidelines préconisent environ que 15% du media devrait aller sur le search ou google display network, ensuite c’est par marché, certain von mettre 5% certains vont mettre 20%. Donc les 15% c’est pour la marque. Le CRM est customer centric, il n’est pas webshop centric. ON fait aussi un peu de Facebook. On utlise le scoring pour pouvoir mapper la data base. Pour faire de la segmentation. Une façon de segmenter plus finement. On a des programmes liés au scorring. o La proportion de automation en rapport avec le manuel est environ 50 / 50. On a beaucoup de champ dans la data dictionary, qui nous permet de faire de l’exclusion et des conditions, avec de la segmentation assez fine. A chaque email, réfléchissez ce qui fait sense, et arrêter, de spammer votre base de donnée. Pour éviter l’over spam, on exclut les personnes qui ont déjà reçu un email dans la semaine précédente, en ajoutant un filter, pour moi c’est la base. Si après 3 ans le client n’a jamais acheter en ligne, on va arrêter de lui envoyer des promos pour le e-commerce, il faut arrêter de croire qu’il va le faire après si longtemps.
- 158. 158 o Le scoringest assez recent chez nous, ce n’est pas complètement structurant même si on a des guidance comment utilizer le scoring pour pouvoir faire de l’emailing en combinaison avec des programme existants. Le data dictionary définit la manière dont est structure la BD, il est très riche donc on peut segmenter la DB de manière très fine. Le data dictionnary est la manière dont on définit le data dans Eloqua. Si tu prends un consommateur qui s’est enregistré en 2010, tu as toutes les infos sur quand il a acheté qu’est-ce qu’il a acheté, quel produit a-t-il acheté, c’est un volume de donnée qui est monstrueux, alors il faut sélectionner quelles donnée on souhaite recevoir, et comment on les reçoit. o Parfois le load performance est mis à mal, c’est un challenge. Toutes les données ne sont pas dans la Base de donnée Eloqua (MA). Eloqua recoit une partie des données dans un format qui viennent d’un Data Warehouse. Ensuite le MA enrichit les données. En l’occurrence aujourd’hui les données ne sont pas partagées avec d’autres marques avec Special T ou nespresso. Aujourd’hui je n’ai de la vue que sur mes données. Notre master DataWarehouse joue le role d’une internal DMP. What was the major challenges / limitation in implementing Marketing Automation? o La premiere approche n’est pas facile, ça semble hyper compliqué à comprendre. Un website c’est très technique, ce n’est pas grave c’est visuel. Mais le CRM c’est moins visuel. C’est difficile à expliquer qu’on va envoyer le bon message au bon consommateur au bon moment. Etre capable d’expliquer ca ce n’est pas toujours facile, ça parait très techos, donc rendre quelques de concret qui est à la base automatisé n’est pas simple. Au niveau de la protection des données, les allemands et les Russes sont les plus contraignants. Les Marchés doivent s’adapter au marché spécifique. Pour moi ce n’est pas ça le plus grands problème, le plus grand problème c’est expliquer la différence entre le Marketing Automation est l’emailing. What are the main success factors? o Il faut des preuves, des choses qui marchent. Par exemple si 30% de ton trafic vient des emails, et 30% de la conversion vient des emails, concrètement c’est une preuve que ce Channel est important. Si tu peux démontrer qu’un marché sur eloqua est un marché qui fonctionne mieux qu’un marché qui n’est pas sur
- 159. 159 eloqua c’est unbon point. Il faut le montrer. Le top c’est des études omniscan, étude panel conso qui compare les optins avec une cellule non optin et tu démontre comment l’un consomme plus que l’autre, et ensuite tu mesure une cellule d’ensemble qui englobe toute la consommation online, offline, et tu regardes le brand engagement, perception qualité de la marque. Nous avons des marchés qui vont le faire. A cause des gros budgets engagés n’est nécessaire de le faire. Passer de 5 programmes à 8 c’est assez cher, il faut démontrer le besoin et l’efficacité. Notamment sur les gros marché, les plus CRM. Data Management (35’) What type of data do you collect? From what source (channel: stores, ecom, others?) o L’important c’est d’obtenir l’opt-in de l’utilisateur, il va s’enregistrer sur le website, une fois que j’ai l’optin, je saurai s’il achète online, même si la partie des ventes en ligne est une part ridicule, je sais qu’il achète surtout offline, voir exclusivement pour un grand nombre, mais il est vrais que je ne possède pas la data de ce qui se passé offline, donc la seule manière d’identifier les user offline, c’est quand ils vient s’enregistrer online. Notre stratégie est justement d’amener et de capter les utilisateurs offlines sur la base de données automation. D’ailleurs 90% de cette base sont des utilisateurs ou acheteur offline. On a des mécanique drive to web après l’achat de la machine qui peuvent être dans la machine quand tu l’ouvres qui dit va t’enregistrer et tu obtiendras un voucher pour le web shop, tu obtiendras des points, un an de garantie extra, ça c’est une décision locale, mais ça c’est la priorité, car on sait qu’on gagne l’optin quand tu achètes la machine, c’est le moment « honey moon », le client est super excité il a une nouvelle machine, c’est à ce moment qu’il faut attraper l’optin. o Il y a aussi des clients enregistré mais en opt-out, alors nous n’avons pas envoyé des campagnes sauf pour leur envoyer des Survey avec une invitation à entrer dans le programme Nescafé Dolce Gusto, et on sait qu’il y a une bonne conversion. Je ne peux malheureusement pas donner le taux de couverture de client offline enregistré dans la base de données. o Au niveau de la répartition du media mix, c’est les marchés qui décident. Les marchés sont confronté à deux difficultés. La TV fait beaucoup de bruit et est
- 160. 160 visible. Le problèmedu digital est c’est qu’il est beaucoup moins visible. L’autre problème est les pays qui focalisent sur le layout alors qu’il faudrait se concentrer sur le CTR. Le fait d’avoir des machines system fait que les clients sont captifs, cela augmente le CTR moyen comparé à l’industrie. Le client est plus engage, mais il y a des différences entre marché. La gestion du data load est cruciale, j’aimerais plus de data, mais je dois vérifier la performance générale, donc je vais faire changer le format. Je travaille entre mes experts data, mon agence EC4Y et eloqua comment reformater mes datas, sans être prétérité avec une augmentation de données. C’est là que la data est le truc le plus obscure du monde. On a un Unique identifier qui est l’email et on n’a pas de problème de duplicate important. How do you store and structure the data? o On récupère toutes les informations onlines, et on récupère les informations offlines, on le met dans le datawarehouse et avoir la vision holistique du consommateur, les call center capture des données également. En partie on peut regrouper les données online est offline, c’est un enjeu de pouvoir identifier les consommateurs à travers les channels. Au niveau de l’architecture, on a une équipe architecture globale digitale technique, et tous les projets cross-business sont géré par eux. Même si je suis la seule a utiliser Eloqua car je suis la seule à faire du CRM, mais c’est eux qui m’ont recommendé Eloqua. Par exemple Nespresso le fait aussi mais ils ont pas Eloqua, ils ont un autre outil de MA. Mais je ne sais pas lequel. What are the main data analysis method you are using (scoring, segmentation, RFM etc.) Marketing Automation Rules (55’): In this part of the questionnaire, I would like to know what are the most used and efficient automated marketing rules that you are using, the ones leading to revenue generation, customer satisfaction or marketing efficiency. For the most important Marketing Automation rules in your company, could you answer the following questions? Name of the Marketing Automation Rule: o Pour nous les KPI sont les classiques, opening rate, conversion rate car certain programmes ont un objectif e-commerce, par exemple le abandonned card
- 161. 161 program est leprogramme avec le meilleur taux de conversion, on est à 7-8%, donc pour moi c’est un premier basique. La difficulté est que j’ai des marchés qui sont e-commerce centrique, et ils utilisent Magento. Le problème est qu’ils ne voient pas que le e-commerce est pour la vente mais il faut une brique CRM. Certain marché pense trop en silo, soit en e-commerce soit en Marketing Automation, mais il faut les deux ensemble. Avoir un site e-commerce c’est bien, mais si on ne peut pas créer du trafic. Ensuite il y a le welcome program, il y a tout une éducation a faire pour le nouveau client, sur la machine, sur l’entretien, donc le welcome programme est clé, c’est la priorité no 1. Ensuite il y a le machine care. Notre machine a besoin d’être entretenue au risqué d’être usée par le calcaire, et on envoie des reminder, tous les 3 ou 6 mois. Ensuite on a le soft drive, first purchase, si par exemple tu as acheté à la date N, si 6 mois plus tard t’un n’a toujours pas acheté, peut être que tu hésites, alors on envoie un email avec une promo ou un code. What event is triggering the automation? o La naissance d’un programme c’est du common sense avec un objectif. Je veux que mon consommateur, que quand il achète une machine, ils reçoivent une éducation comment ça marche, l’entretien et pas seulement les quelques aromes café qu’il va retrouver dans son super marché en bas de chez lui. Du coup il faut un welcome programme, c’est comme ça que ça marche. Pour les ventes il faut un abandon card programme, c’est beaucoup de bon sense marketing qui aboutissent sur une solution technique. C’est la ou j’ai un rôle de coordination. Cela part d’un besoins marketing, ensuite je parle a mon agence, on analyse ensuite les données qui sont nécessaires pour la mise en place, on va chercher l’info dans la Datawareouse s’il le faut. C’est un dialogue ping-pong. Future How could you improve / optimize the automation process? o La priorité c’est l’élargissement, du profil consommateur en ayant plus de data tout en gérant les performances du data c’est pour moi le next steps. Et absorber toute la big data. Ensuite c’est la formation, rappelle les basics, établir les bonnes pratiques, le AB testing par exemple.
- 162. 162 o Le MarketingAutomation est trop centrique sur l’email, il faut dépasser ce cadre, et pour moi il faut que cela soit plus omni Channel et cross devices, plus du données maitrisées et actionnables. La personnalisation devient de plus en plus basique de manière dynamique. Plus d’info et de data, plus de pertinence, c’est l’enjeu. Pour l’instant pas de predictive modelling. On en reste au A/B testing. On fait encore très peu de attribution modelling, c’est pas la priorité pour moi. Il faut beaucoup de data pour ça. o On fait pas du digital marketing, on fait du marketing the digital way, ce n’est pas un silo le digital, je suis dans l’équipe communication. On essaye d’éviter le piège du tout techniques ou tout digitale. Ça prendra du temps pour faire des actions actionnables, il y a encore beaucoup de basique à faire avant. On commence à structurer notre brand et compagnie autour de la data, mais c’est long. C’est encore un rêve ou un buzz. Certaines organisations ne sont pas construites pour faire ça.
- 163. 7.14 Codification oftranscripts ITW # Question Quotation Paraphrase Main category Subcategory Obstacles / challenges Best practices Page # 1 How do you store, structure and analyse the data? From what sources? Then either your MA is your master database, or you are connected to another master data platform. Here, what is important is to have the right data model, so start from your business needs before deciding what is best for you. First, only integrate the data you really need for segmentation and marketing activities: You may not need all the data of your customer but only the purchase history. Choose the right data model that meet your business requirement and focus on data you really need Data management Data model YES 1 1 How do you store, structure and analyse the data? From what sources? Second, for international company you should have as much as possible centralized data, you have to have the same data model for everyone, so that whenever you do analysis there are no data issue with big mess. Have your data as centralized as possible with a unique data model to avoid a big mess Data management Data model YES 1 1 How do you store, structure and analyse the data? From what sources? If you are connecting several platforms, make sure that you have a clear and common unique ID across all system. This is critical to prevent duplicates. Email Address is the most common unique ID In interfacing difference data source, make sure you have a unique ID for each profile. Data management Data model YES 1
- 164. 164 1 How doyou store, structure and analyse the data? From what sources? Connecting DMP, data warehouse, marketing automation, and CRM will help you do better marketing because you have more data and can get a 360° view of the consumer and enrich his profile by mixing first, second and third party data. That way, you will be more precise in understanding your database better, segmenting it. Nowadays, we see this the growing trends, which is connecting all systems together in a consistent way to be able to have the same view across all systems and run very targeted campaigns across all touchpoints (email, banners, social posts, call center, etc). Again, what is important that in all systems you have the same unique ID. In the case of DMP, you will be able to identify the profile through a cookie (so that you have both known and unknown contacts) which will be the same across all touchpoints. Connecting DMP, data warehouse, marketing automation, and CRM will help you do better marketing because you have more data and can get a 360° view of the consumer and enrich his profile by mixing first, second and third party data. Data management Data model YES 1 1 How do you store, structure and analyse the data? From what sources? The data have to be as clean and structured as possible, before you start, if not you may use techniques such as data enrichment or normalization, eg if you have as city Geneva and Genf or Genève you may want to use some software helping you to normalize the data quality. It is important to have clear and structured data using technics such as data normalization Data management Data normalization YES 2
- 165. 165 1 What arethe main data analysis method you are using (scoring, segmentation, RFM etc.) In order to succeed here, you need to make sure that you collect the given data in a qualitative way. (what does it bring you to segment on city if only 5% of your base has the information filled?). Progressive profiling techniques can help you in getting the data in a non-aggressive way. At the end of the day, it is not only about having the right data model, it is also being able to monitor it and define the right strategy out of your model. What does it bring you to segment on city if only 5% of your base has the information filled? Progressive profiling techniques can help you in getting the data in a non- aggressive way. Data management Progressiv profiling YES 2
- 166. 166 1 What arethe main data analysis method you are using (scoring, segmentation, RFM etc.) Scoring is a good method, that will help you segment the data dynamically and in real time on two dimensions: profile fit to your product on the one hand and behavior/engagement with your brand. That way you can predict and qualify your base on the probability that they will buy your product soon. At the end you want to see who the leads are and who are the consumers that have the highest value for you, and to be able to interact with them. A scoring model can be defined for each product if you have very diverse portfolio, because you may score a prospect differently in regards to the product line he may be interested about. In B2B scoring will be typically used to score leads and prospects, and define the most qualified ones that Sales should address in priority (those who show interest through their behavior ad have a good profile fit). In B2C, you might want to leverage scoring to identify your top consumers (those who buy the most/engage the most with your brand), and those who are lapsing and send to each of them a different message. Scoring is a good method, that will help you segment the data dynamically and in real time on two dimensions: profile fit to your product on the one hand and behavior/engagement with your brand. That way you can predict and qualify your base on the probability that they will buy your product soon. At the end you want to see who the leads are and who are the consumers that have the highest value for you, and to be able to interact with them. Data management Scoring YES 3 1 What are the main data analysis method you are using (scoring, segmentation, RFM etc.) Obviously, if you have a e-commerce platform, RFM will play a role in the way you look at your data: what is the consumer behavior and which ones do I want to address specifically (those who are low buyers). This is a model that can be leveraged as one dimension of scoring, or also as a basis for predictive analytics. If you have a e-commerce platform, RFM will play a role in the way you look at your data: what is the consumer behavior and which ones do I want to address specifically Data management Scoring 3
- 167. 167 1 What doyou believe is up next for marketing automation? This is the consolidation of data across channel, across DMP and marketing automation data, with consumer database such as CRM, the social data, the call centre, in a word across data touch points to really have a 360° view around the consumers and really be able to enrich the data with all this information. To understand what the consumers wants or like and being able to push a message to the right touch point in a “real time” way. This is the consolidation of data across channel, across DMP and marketing automation data, with consumer database such as CRM, the social data, the call centre, in a word across data touch points to really have a 360° view around the consumers and really be able to enrich the data with all this information. Data management DMP 3 1 What root cause made you implementing marketing automation and to answer what business question? For what benefit? The second is the economy of scale that this will trigger, because MA is able to automatize your processes. This means less resources put in operational work and resources that can be better employed you are generating economy of scales, first because you will invest less in creative or agency fees, you can also optimize the resources that you need at the company level. More, it allows companies to automatize processes and save ressources in order to reallocate money for other purposes and increase overal efficiency. Marketing Automation benefits Efficiency & savings 4 1 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Finally, MA is also here to help a company to monitor the performance of their marketing strategy. Indeed, one of the issue of traditional marketing is that this is not measurable, we do not really see the impact of your campaigns on business, but thanks to MA monitoring capabilities, you can really monitor the ROI of your investments. MA is also here to help a company to monitor the performance of their marketing strategy. Marketing Automation benefits Monitoring ROI 4
- 168. 168 1 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? First, is what the contribution of marketing to the business is? I think this is more a more a critical questions in companies nowadays, because every department has to justify investments that they put in their work, another benefit of MA is the fact it can really monitor and demonstrate the revenue. Every companies has to justify ad spend and Marketing Automation allows monitoring ROI. Marketing Automation benefits Monitoring ROI 4 1 What root cause made you implementing marketing automation and to answer what business question? For what benefit? With MA you have a huge saving in resources because everything you setup, the whole processes, are automated in tools. Thus, you avoid unnecessary manual work and potential errors, and, at the end of the day, you can really focus on resources that you have, by shifting manual work that you need to do and concentrate on your strategy. With MA you save ressources, avoid manual work and shift saved money to your strategy. Marketing Automation benefits Ressources savings 1 What are the most efficient marketing Automation rules or flows? The abandoned basket is a critical nurture program, to re-engage prospect who have not completed their basket. Regarding abandoned cart, it is important to look at which stage users are abandoning their card to avoid engaging people to were just about to use their basket as a check-list being not really ready to purchase, but just collect products. The message is also important, choosing a gentle message not necessary a selling message, offering help or support, with a consumer service offering, not too aggressive. The abandoned basket is a critical nurture program, to re- engage prospect who have not completed their basket. The message is also important, choosing a gentle message not necessary a selling message, offering help or support, with a consumer service offering, not too aggressive. Marketing Automation Rules & Flows Abandoned basket YES 4
- 169. 169 1 What arethe most efficient marketing Automation rules or flows? Typically, the process start with your long-term vision goal, where I want to go, how I do I really want to interact with my consumer, it is a step- by-step process. So first, you need to build your consumer journey/their lifecycle. They you should identify what is critical in the customer journey, where you have the feeling you are not addressing the consumer the right way. If you have someone giving his contact detail, this is a critical moment because, this is a moment where he says “I want to be in contact with you,”. This is a critical moment that you need to make sure you address properly. Have a clear long term vision. Know the customer journey of your users, identify what is the critical moment where you can make the difference in engaging prospect the right way. Marketing Automation Rules & Flows Customer journey mapping YES 5 1 What are the most efficient marketing Automation rules or flows? Someone is visiting your website, looks at specific page, spend some time on it, so you should definitely act and trigger an email or a banner campaign with a message that correspond to the visitor Use user behavior to trigger automated engagement Marketing Automation Rules & Flows Programs 5
- 170. 170 1 What arethe most efficient marketing Automation rules or flows? Once you’ve establish the vision and define which nurture/touchpoints you need to address at each stage of the lifecycle, you need to prioritize, what are the most critical points, where I need to improve, the communication that I have for my consumers. You may define 5 priorities, e.g. how do I address first registration contact, then after someone places a purchase on my site, how do I address that, that you define the strategy you want to put in place, what is the message, what am I expecting the user to do with my brand? Once you have defined this your turn this scenario into what we call a marketing automation flow on paper, and once this is all set you may implement it into the marketing automation tool. After the vision is defined, select the most important 5 touchpoint you need to improve, then transform he process into marketing automation flows before you implement it on the tool. Marketing Automation Rules & Flows Programs YES 5 1 What are the most efficient marketing Automation rules or flows? To manage the multiple layers of rules and flows that are somehow connected together, to avoid have multiple email to be send at the same time, you have frequency rules to avoid people receive too many emails at the same time. Avoid over sending messages by using frequency rules Marketing Automation Rules & Flows Programs YES 5
- 171. 171 1 What arethe most efficient marketing Automation rules or flows? Finally, with MA you have a very nice way to address loyalty in that you can define rules and thresholds of loyalty that will trigger specific “reward” communication. This can be an open strategy (communicate on your website the rules, like: buy 3 times and you will get a bonus) which you can implement as a nurture in your MA, or a hidden strategy (you basically define the same rules, but without communicating them openly) to create a nice surprise effect which will boost the engagement of already engaged people with the goal to push WOM. Implement a reward communication like buy 3 times and you will get a bonus which you can implement as a nurture in your MA, or a hidden strategy (you basically define the same rules, but without communicating them openly) to create a nice surprise effect which will boost the engagement of already engaged people with the goal to push WOM. Marketing Automation Rules & Flows Loyalty programs YES 6 1 What are the most efficient marketing Automation rules or flows? So through nurturing and scoring model, which would help you qualify the leads automatically based on the behavior and the profile. Start nurturing your customer base to qualify your leads and enrich your scoring model. Marketing Automation Rules & Flows Nurturing YES 6 1 What are the most efficient marketing Automation rules or flows? In regards to personalization, there is the segmentation out of your customer base using targeting techniques, there is the customized messages, and I would add the contextualization which is the influence of the when and where the engagement occurs. Opening a message on desktop or mobile or have a nice weather condition or not, this is contextualization and this also influence the message. Use contextualization which is the influence of the when and where the engagement occurs. Opening a message on desktop or mobile or have a nice weather condition or not, this is contextualization and this also influence the message. Marketing Automation Rules & Flows Personalization YES 6
- 172. 172 1 What arethe most efficient marketing Automation rules or flows? So MA offers you 3 very nice ways to work out the personalization (targeting, message and contextualization) it offers different dynamics in your email. If the person prefers this product, or that device, through dynamic content you can really personalize the user experience. You have one email template, and of each of the paragraph or your email you define the rules. So e.g. if this is a man everything would be blue, if this is a women everything would be pink, in the next paragraph, if this is someone that has already purchase, you can put this offer, if this persons has never purchased another offer. In the next paragraph you can define a rule if the user is very engaged you can say thank you, if not, you can draw his attention to our site. This means that with one email template, you can create a large number of individual versions and thus created a very personalized email with low efforts. So MA offers you 3 very nice ways to work out the personalization (targeting, message and contextualization) it offers different dynamics in your email. This means that with one email template, you can create a large number of individual versions and thus created a very personalized email with low efforts. Marketing Automation Rules & Flows Personalization YES 6
- 173. 173 1 What arethe most efficient marketing Automation rules or flows? To identify all possible critical moment, you need to build and understand your customer journey, what is the typical customer journey? From first contact to website visit, what comes next? You have to build the consumer journey, obviously, they are thousands of consumer journey, you should be able to build the typical ones, depending on different personas, profiles, ending up with 4-5 journeys. Then comparing your current understanding of the journey with the newly established one, and see where you have the most critical optimization to implement. Define the critical moment with your customers along the 4-5 different customer for each personas and try to optimize it. Marketing Automation Rules & Flows Customer journey mapping YES 6 1 What are the most efficient marketing Automation rules or flows? Reactivation activities can also be triggered whenever the MA system sees, based on pre- defined rules (when was the last time a user opened an email/ purchased, etc.) that a contact is lapsing. A best practice is to identify this as early as possible and to react with different offers/message in order to avoid to lose the consumer. Or maybe, depending on the length of your sales cycle, to contact specifically someone after some time when you know that this is the time he could be interested in one of your product based on their profile (cross- selling nurtures) Reactivation activities can also be triggered whenever the MA system sees, based on pre- defined rules (when was the last time a user opened an email/ purchased, etc.) that a contact is lapsing. A best practice is to identify this as early as possible and to react with different offers/message in order to avoid to lose the consumer. Marketing Automation Rules & Flows Ractivation programs YES 6 1 What are the most efficient marketing Automation rules or flows? You can also leverage MA to create automated satisfaction surveys, in order to better assess the satisfaction with the brand. You can also leverage MA to create automated satisfaction surveys, in order to better assess the satisfaction with the brand. Marketing Automation Rules & Flows Satisfaction programs YES 7
- 174. 174 1 What arethe most efficient marketing Automation rules or flows? The welcome program that should take place directly after someone gives their opt-in to leverage the enthusiasm that the contact has right after opt-in in (the “honeymoon phase”). The goal of this nurture is to use this particularly favorable time to present your brand to your user and your full brand proposition and service range across 3-4 emails. You can do it in a targeted way, by declining the message based on what you know of your user: their source of the contact such as website, Facebook, their activity so far (which pages have they already visited), their profile (demographics) or their ecommerce history. Use the welcome program to introduce the users to your company right after he registered (also called the honeymoon phase) in using 3- 4 emails. Marketing Automation Rules & Flows Welcome program 8 1 What do you believe is up next for marketing automation? Personalisation of the consumer experience and cross channels strategies are in that sense for me the future of marketing. Today we are too much working in “blind” silos. But we lack data integration, there is a huge work to orchestrate all these marketing initiatives. Personalisation of the consumer experience and cross channels strategies are in that sense for me the future of marketing. Marketing Automation Rules & Flows Personalization YES 8 1 What root cause made you implementing marketing automation and to answer what business question? For what benefit? From the client perspective, the major marketing objective is to deliver a better message to the clients, be able to create a personalized relationship; we call it as well the right content to the right person at the right moment. Marketing Automation objective is to send the right content to the right person at the right moment. Marketing objective Personalization 8 1 What are the main success factors? A success factors would be to run a pilot to quickly see a return of investment. Investing like 10K and getting 50k in return a few month later, then you can show the number and help you implementing the MA in the companies. Run a pilot as soon as possible, demonstrate the ROI will help you establish Marketing Automation quicker. Organization Project management YES 9
- 175. 175 1 What wasthe major challenges / limitation in implementing Marketing Automation? Then come the challenge of the adoption, the change management, if you take the example of the b2b who’s aim is to bring marketing and sales together, it is extremely difficult to understand the value that this is going to bring to them. Putting marketing and sales together in a workshop trying to define the funnel that we were discussing earlier, in order for marketing at the end of the day able to deliver qualified leads for sales, well for this sometimes people aren’t interesting in participating to these workshop because they don’t understand what marketing want to do. As soon as they understand the process behind that, they will be ready to contribute. Another challenge is the adoption and the management of change within the company. Eg bringing together marketing and sales to understand each other and how Marketing automation can be beneficial for both. Organization Process YES 9 1 What was the major challenges / limitation in implementing Marketing Automation? First most of the companies facing to find the right sponsor in the companies. This is going to be an investment and require resources, someone that understand the value of it, with a long term view on it, that definably would be the first challenge. Finding the right sponsor in the company is the essential challenge, someone that understand the value of Marketing Automation. Organization Process YES 9
- 176. 176 1 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? I see a lot of company that are working with specialized agencies because you have to build the knowledge around marketing automation. So we see companies that prefer to outsource everything, and working with agencies that are specialized and which have the advantage to always be top of the class in terms of know- how, because what you should expect here is to have an agency being at the top of innovation on the topic. You’ve got also other companies that want to build the knowledge internally for cost reasons, and you see also company that are building internal teams of people that are specialist of MA. Interestingly, we see department that are moving away from the typical silo structure such as retargeting, social, email towards more comprehensive roles, that are embracing all topics of marketing automation. You can either developp your Marketing Automation skills with specialized agency or develop the knowledge internaly, at the end what is important is that you are able to build the team that is going to be able to keep itself informed about everything that is happening. Organization Skills YES 9 1 What was the major challenges / limitation in implementing Marketing Automation? Finally you need the right profile, because MA requires profiles that are both understanding data, some technical and that as a high business understanding, these are profile that are not easy to find. Finding the right skilled profile to operate markating automation is key and is not easy to find. Organization Skills YES 9
- 177. 177 1 How doyou store, structure and analyse the data? From what sources? Each of the platform have different roles and core focuses: the primarily role of marketing automation is to do the orchestration, the CRM will be managing the sales, the data warehouse will be the place where you will be doing your data analysis, data discovery, store your records, your sales reports, and consolidate data from different channels. The primarily role of marketing automation is to do the orchestration, the CRM will be managing the sales, the data warehouse will be the place where you will be doing your data analysis, data discovery, store your records, your sales reports, and consolidate data from different channels. System Architecture Data model YES 10 1 What root cause made you implementing marketing automation and to answer what business question? For what benefit? MA, as a combination of processes, and rules across channels managed by specific tool, is supporting the digital marketing, which itself is the combination of any digital interaction that you can have with your consumers. If we look at traditional marketing, we see strategies that are working in silos, where each marketing channel had its own strategy, not necessarily consolidated with the other channels. Above the line marketing was also very prominent in the past. On the contrary, the idea behind marketing automation is the marketing orchestration, to combine all these channels, in a consistent framework, that you can interact in a consistent way, to you really accompany your customers across channels with a consistent message, and the end of the day this will be generating new revenue. Avoid to work in silos across teams. The idea behind marketing automation is the marketing orchestration, to combine all these channels, in a consistent framework, that you can interact in a consistent way, to really accompany your customers across channels with a consistent message, and the end of the day this will be generating new revenue. System architecture Omni channel Marketing YES 10
- 178. 178 2 How couldyou improve / optimize the automation process? C’est essentiellement au niveau du data model. C’est presque comme un rêve, en particulier au niveau CRM qui va impacter le Marketing Automation. L’intégration qu’avait Eloqua avec Salesforce (Avant d’être intégré à Oracle) est très intéressante. Contrairement à notre société, leur manière d’intégrer le CRM au Marketing Automation est de garder des contacts ou email unique dans leur CRM. Chez nous, quand quelqu’un pose une question sur un formulaire, même si cette personne existe déjà, on va recréer un lead. Au lieu de recréer un nouveau lead qui va devoir passer par un processus interne qui va mettre deux jours à arriver au département des ventes, on pourrait très bien avoir un trigger qui envoie une notification au sales que cette personne a une question sans créer des doublons. Si j’avais 3 mois, j’aimerais améliorer ce processus pour aller plus vite vers les vendeurs, pour enrichir plus leurs données, on pourrait arriver à les enrichir. C’est pour cela qu’on est là pour aider à vendre au final. C’est à ce niveau-là qu’il y a de la valeur perçue. Our data model should be improved, eg in using a unique email as ID. Today we always create doublons. If I had more time I would start to improve this process in order to enrich our profiles. Here you can create value Data management Data model YES 2
- 179. 179 2 How doyou store, structure and analyse the data? From what sources? On structure les données au niveau européen au niveau du CRM, sur les applications, les segmentations, rôles, un lead scoring qui n’est pas sur Eloqua mais sur le CRM. On va l’utiliser sur l’Europe surtout et les centraliser afin d’utiliser le lead scoring. On a pas de lead scoring sur le MA, et l’intégration n’est pas aisée du tout depuis le CRM. Le scoring des groupes de client cuisinistes est diffèrent de l’architecte et le dialogue avec le CRM devient impossible. Le CRM scoring est assez simple est basé sur les données du formulaire, ça va peut- être changer à l’avenir. Au niveau du MA la segmentation est essentiellement basée sur le user group comme transformateur, cuisiniste, architecte et distributeurs. Ce sont les principales cibles, on n’a pas d’autre grands segments. On a des agences qui vont nous développer des pages, on va beaucoup les réutiliser, grâce à notre savoir-faire et au training à l’interne, donc les couts ne sont pas trop important au final. We structure the data around EU in our CRM. The CRM provide a basic scoring system as well with several segments such as customer industry segments. Data management Scoring 2 2 What are the most efficient marketing Automation rules or flows? On a quelques règes qui sont automatisée en particulier sur le data privacy, par exemple si le opt in n’est pas indiqué, il y a un rappel pour le faire, c’est un processus automatique. We have some automated rules for the data privacy, if we don't have the opt-in, we send a reminder. Data management Data privacy 2
- 180. 180 2 What doyou believe is up next for marketing automation? Il y les DMP qui arrivent de plus en plus, d’ailleurs EC4you est assez bien informé dans ce domaine. C’est un aspect qui contourne les aspects de privacy. Le DMP peut vraiment permettre de délivrer du contenu personnalisé, qui ne s’appuie pas sur des datas qu’on possède ou dont on a la responsabilité de la qualité, qui nous oblige à gérer des problématiques de de privacy. C’est ce qui va nous aider je pense à améliorer la personnalisation, de la communication, des sites web. On aimerait faire plus de personnalisation des contenus aujourd’hui, mais la qualité des données ne nous le permet pas de le faire. The DMP are the next thing. Using it we can by pass the privacy issues. DMP allows you to deliver personalized content not in using first party data but third. This sort out our privacy issue. We would like to do more personalization but the data quality does not allow us to do so. Data management DMP YES 3 2 What root cause made you implementing marketing automation and to answer what business question? For what benefit? C’est venu initialement d’un problème autours de la qualité des données. Le MA est arrivé pour améliorer la qualité des données même si avec le recul ceci ne s’est pas avérer. It all started with the data quality issue even if I realized that this did not improve it really. Data management Data normalization YES 3 2 What root cause made you implementing marketing automation and to answer what business question? For what benefit? On est aujourd’hui certifié safe harbor, est c’est grâce à eloqua que cela a été possible, on a l’intégration et les processus qui sont automatisés pour gérer cette application du Safe harbor. A reason for implementing the MA was the data privacy management across reagions (safe harbor) Data management Data privacy 3 2 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Un point central était l’intégration avec le CRM un autre outil et le data privacy. Il y avait avant un outil d’emailing Exact target localisé dans chaque marché mais cela n’était pas fait de manière consistante. Another reason for implementing the MA was the integration with our sales CRM tool and to manage and automatize Data management Process
- 181. 181 2 What typeof data do you collect? From what source (channel: stores, ecom, others?) On collecte les requêtes, tous ce qui est demandé par l’intermédiaire des formulaires. Je crois que c’est à peu près tout. On a l’historique du site internet, mais on ne l’utilise pas pour enrichir ou définir les profiles. Notre audience ne se prête pas vraiment à ça. Les architectes auront un jour un intérêt pour un segment ou un produit et un autre jour dans un autre segment, par exemple pour un hôpital ou pour un logement. On va utiliser le déclaratif des contacts essentiellement sans vraiment utiliser les données qui récoltée sur le site web comme l’intérêt, préférences ou les comportements. We essentially collect data through our forms. No website behaviour data. Data management Data catching 3 2 What was the major challenges / limitation in implementing Marketing Automation? Le MA Eloqua ne pourrait pas être utilisé comme CRM. Pour nous un lead c’est une question. Dans d’autres sociétés c’est une personne. C’est une question de définition au final qui est propre à notre société. L’aspect du marketing automation aurait redéfinit la lead autrement aujourd’hui autour du contact et non de la question de contact. For us, a lead is a customer question. But many MA system consider a lead to be a person or an email address, today marketing automation would have defined this differently. Data management Customer centricity YES 3
- 182. 182 2 What wasthe major challenges / limitation in implementing Marketing Automation? La limite essentielle est la qualité des données. L’organisation des données. On avait un CRM existant et on a fait correspondre notre system MA sur le CRM. Le CRM a été pensé dans les années 2000, sans cette notion actuelle de MA et ceci représente une limite dans la conception, on a beaucoup de doublons, la qualité des données n’est pas forcément idéale. Pour augmenter la qualité des données, il faudrait passer par le sales, ceux qui connaissent les clients, faire du clean up, quelle données sont intéressantes ou pas, mettre en place des processus, des techniques, des règles au niveau de la duplication des données. Par exemple les doublons. Chez Eloqua on a un seul contact par email, cette personne existe deux fois dans notre CRM et cette personne a deux critères de segmentation différente. On le sait pas forcement à notre niveau, seul le service des ventes peut le savoir. Data quality is for us the major challenge. We have many doublons. We would need the sales support to evaluate relevant data and put in place processes to avoid duplications. May may have the same ID several times in different segments Data management Data reconciliation YES 4 2 What are the main success factors? C’est vraiment la rapidité d’exécution des campagnes. Le service marketing offre peu de temps pour lancer des campagnes de lancement de produits et on peut créer des landing page et des formulaires d’email qui supporte la campagne. En comparant ce qu’on pouvait faire avant c’est un vrais progrès. La régularité de notre communication est aussi augmentée par rapport à avant. The main success factor is the delivery speed of our campaign. We are more regular in our communication cycles. Marketing Automation benefits Efficiency & savings 4
- 183. 183 2 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? Le plus qu’a véritablement amené le MA, ce sont la création des landing page, des formulaires qui sont nouveau et rapide. L’aspect fonctionnelle a vite été le facteur de succès, car les processus peuvent être très lourd, et ils étaient plus compliqué avant l’arrivée du MA. Développer une page avec nos webserveur était complexe, maintenant grâce au MA on peut délivrer des supports pour des campagnes très rapidement sans passer par le IT et gagner de l’autonomie et rapidité. The ease of creation of landing page was one of the main benefit in implementing the MA tool. We can do it without IT and gain speed and autonomy. Marketing Automation benefits Process YES 4 2 What root cause made you implementing marketing automation and to answer what business question? For what benefit? C’est compliqué. Pour le CRM c’est le follow up des lead. Il y a beaucoup de lead catch up qui est supporté par le site web, le lead management. C’est l’objectif du CRM, que les leads soient transmis au vendeur avec toutes les informations et la segmentation que l’on va utiliser pour le marketing aussi. Pour le MA, l’objectif principal est la communication. Notre métier est la vente de la matière brute aux transformateurs qui, par exemple, vendent aux cuisinistes et qui revend au client final. La route vers le client est complexe, on doit pouvoir communiquer à tous ces intermédiaires, nouveau produit, promotions en cours, et le MA permet de segmenter, communiquer rapidement avec des audiences. Il y a un gap entre marketing et les ventes. Our main objective is the lead follow up to re-engage customers throught the sales team and to manage the complexity of our customer journey that is complex. Marketing Automation benefits Programs YES 4
- 184. 184 2 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? Les objectifs se mesurent simplement avec les metrics de base sur les emails, CTR, open rate, acquisition de leads. On se compare avec des benchmark d’industrie qui est fourni par Eloqua. On n’a pas vraiment d’autres metrics pour mesure les objectifs. Le volume de contact dépend des intermédiaires : par exemple pour les transformateurs le volume s’élève à quelques centaines, après il y a les dealers qui sont plusieurs milliers, et après il y a les architectes et designer, et là il y aura des dizaines de milliers de contacts. We measure our objective using key metrics suchas email, CTR, open rate, lead generation and we compare ourself with the industry benchmarks. Marketing Automation benefits Monitoring ROI 5 2 What root cause made you implementing marketing automation and to answer what business question? For what benefit? On pense que les ventes sont impactée par le MA mais on ne peut pas le mesurer. Il n’y a pas d’intégration avec le ERP pour le démontrer. Avec notre communication, on va cibler des partenaires qui n’achètent pas directement chez nous, donc le retour sur investissement ou les ventes influencées par nos actions n’est pas mesurable. We belive our sales grow thanks to MA, but we cannot measure it since we do not have any integration with our ERP and because we not control the whole selling process, we also have distributors. Marketing Automation benefits Monitoring ROI YES 5
- 185. 185 2 What arethe most efficient marketing Automation rules or flows? On va se concentrer sur la partie acquisition et sur le nurturing uniquement. C’est un Journey mais on couvre uniquement les deux premières phases. L’objective c’est de capturer un maximum de lead et ensuite c’est nos vendeurs qui s’en occupent. On ne fait pas de remarketing. On n’utilise pas de rich media, on fait surtout de l’email, et pour les réseaux sociaux on a un budget à disposition sur le engagement ads, ainsi que du search. We focus on acquisition and nurturing only without doing any re-marketing Marketing Automation Rules & Flows Nurturing 6 2 How could you improve / optimize the automation process? C’est une question de temps et comment automatiser des règles qui font du sens. Pour l’instant on n’a pas de case précise d’automation en préparation. Il nous manque du temps. Le grâle c’est le behaviour driven communication. Mais il faut faire ça de manière intelligente et prendre le temps de les développer. Si on commence à aller dans le détail, se sera très complexe à cause de tous les rôles, comment définir les priorités ? Ça peut être assez compliqué. On est très content de l’outils, il a clairement amener des bénéfices même non tangible par exemple au niveau de l’équipe marketing digitale, l’outil est très puissant mais il faut trouver le temps de l’utiliser à son plein potentiel. It is a matter of time and what makes sense to automatize. Of course behavioral communication is key but require some thinking and time, but we a lacking time to use the full potential. Organization Skills YES 7
- 186. 186 2 What wasthe major challenges / limitation in implementing Marketing Automation? Le change management est un autre challenge, training, le MA est plus compliqué que le email marketing est nécessite des profils plus techniques. Quelqu’un qui fait que de la communication aura de la peine à comprendre un peu comment les choses fonctionnent. On fait tout nous-même, je donne des training interne, je me suis formé avec le Smart Start de 0racle avec des personnes dédiées lors de l’intégration et qui m’ont appris le system, ce qui m’a permis d’intégrer l’outil et de le transmettre. J’ai appris aussi par moi-même avec l’aide d’un consultant Oracle. Change management is a challenge. MA is complicated and requires more technical profiles. Someone being in communication only will have difficulties understand how things work. Eg, I have learnt a lot by myself. Organization Skills YES 7 2 Who is in charge / organizational chart / sponsor for marketing automation? What system architecture do you have? On est une équipe de digital qui rapporte à un global digital leader. Dans chaque région on a des membres de l’équipe digitale, tous utilisent le MA avec le même outil, mais aussi des sont actifs sur les réseaux sociaux, paid search, des bannières sur des portails externe, c’est comme ça qu’on exécute notre stratégie. Le processus pour créer une nouvelle règle de MA est simple. On est comme une startup dans une grosse société. On est devenu très indépendant par rapport au team CRM qui est plus complexe et centralisé. Je m’occupe de l’implémentation et de l’intégration de Eloqua notre outils de MA, c’est beaucoup plus rapide par rapport à avant. All teams across regions using the same MA tool. We report to a digital leader. We are very independent in creating MA rules thanks the tool which is easier to use than ever. Organization Process 7
- 187. 187 3 What arethe main success factors? Website or call center, we also enrich our data using new star, this was the biggest win for us, new start enriches all our data by adding this third party data layers, with additional really important information for each person in the database. I believe this is it. Our call centers accounts for about 75% of our all the leads we have. We enrich our data using website and call center, but also using New Star. They enrich all our data by adding this third party data layers, with additional really important information for each person in the database Data management Data model YES 1 3 What root cause made you implementing marketing automation and to answer what business question? For what benefit? We have actually a very large database, our database is over 37 years old, this is the age of the company, so with such an old database their so much opportunity to work the database to cross-sell, to get referrals, and to get more purchases partners. Our old system did not allow us to customize and to segment into the right bucket. So that we could create a very personalized message, for each of those people in the DB, so what Marketo has which is phenomenal is, it takes every single lead and put it into segment, for example smart list, or different type of segment. Our old system did not allow us to customize and to segment into the right bucket. So that we could create a very personalized message, for each of those people in the DB, so what Marketo has which is phenomenal is, it takes every single lead and put it into segment, for example smart list, or different type of segment. Data management Segmentation 2 3 What was the major challenges / limitation in implementing Marketing Automation? So our database was very large is structured in different pieces, so brining all these data into one tool was not easy. So our database was very large is structured in different pieces, so brining all these data into one tool was not easy. Data management Integration YES 2
- 188. 188 3 What wasthe major challenges / limitation in implementing Marketing Automation? Second, in order to bring all the date in market we had to choose one unique identifier, so we agreed that we wanted to have the email as unique identifier, so we need to clean up the database, and it took some time and effort to understand how we wanted to do it. To passing from the old system with a Lead ID to an email adresse ID as a main identifier was the main challenge. To passing from the old system with a Lead ID to an email adresse ID as a main identifier was the main challenge. Data management Integration YES 3 3 What was the major challenges / limitation in implementing Marketing Automation? Number 3 we had to setup the proper segment, it is not that difficult, but once you have set it up for the first time, you don’t need to worry about it again. So needed to set up the rules, the segment and the scoring of every lead, to when the lead enters the database it automatically get segmented. All this took us about 6 weeks or so. So needed to set up the rules, the segment and the scoring of every lead, to when the lead enters the database it automatically get segmented. Data management Scoring YES 3
- 189. 189 3 What arethe most efficient marketing Automation rules or flows? The way we measure success is really to have the highest deliverability rate, then it is my opening rate strong? Do people engage? Then I’m measuring CTR, then I’m measuring action on the site, so I want to make sure that every rules is generating appointments, or sales, referrals, they have to generate something, so that I can say this generate performance. The last thing is my unsubscribe rate high? So when I set up a rule, this is a new rule, so if I take a million impressions, and my un-subscription rate is to high compared to other campaign, I will be rethinking it to make it the most effective, people may think they are over spamming, or adjust the rule to bring this un- subscription rate down. They are my measurement for success. We measure success using: deliverability rate, opening rate, engagement rate, CTR, lead generation, conversion, sales, referals, unsubscribe rate. Marketing Automation benefits Monitoring ROI YES 3 3 What root cause made you implementing marketing automation and to answer what business question? For what benefit? The we started testing it, and working through Marketo, and we found that our deliverability rate, our opened rate compared to our old tool were exponentially better, reaching 98% for the deliverability rate which is for us really amazing, so it helped us making sure every single person in the database would be worked effectively, and we would not waste. We found out that our deliverability rate, our opened rate compared to our old tool were exponentially better, reaching 98% for the deliverability rate which is for us really amazing, so it helped us making sure every single person in the database would be worked effectively, and we would not waste. Marketing Automation benefits Monitoring ROI 3
- 190. 190 3 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? Marketo has rules for tagging and scoring those leads, and put it into the right bucket, you no longer need IT, so when we implemented Marketo we increased our sales exponentially, our database accounts for 12% of our revenue. Before we used MA it was only 2%. Marketo has rules for tagging and scoring those leads, and put it into the right bucket, you no longer need IT, so when we implemented Marketo we increased our sales exponentially, our database accounts for 12% of our revenue. Before we used MA it was only 2%. Marketing Automation benefits Monitoring ROI 3 3 What root cause made you implementing marketing automation and to answer what business question? For what benefit? In the past when we needed a new segment created for us, we would need IT to build the data field. Now everything is in real time and automatically done. In the past when we needed a new segment created for us, we would need IT to build the data field. Now everything is in real time and automatically done. Marketing Automation benefits Efficiency & savings 3 How could you improve / optimize the automation process? Our priority is to continue to build up on the data, integrating phone analytics; it provides you real time third party data, about a caller, so that now we can have that information in our call center. So basically when someone call you today we know only the number of the caller, but with phone analytics we will be able to know their name, their address, a lot more data about them, directly in real time, in the call center so we can hopefully utilize this, and that would be a big win for us. We want to continue build up the data and provide real time third party data for our call center. Marketing Automation Rules & Flows Data catching 3 3 What are the most efficient marketing Automation rules or flows? We have hundreds of rules, for every single scenario you can imagine. We have hundreds of rules, for every single scenario you can imagine. Marketing Automation Rules & Flows Orchestration 3
- 191. 191 3 What arethe most efficient marketing Automation rules or flows? The DMP is responsible for delivering the all of our ads, for display basically. There is a delivery partner for these ads they and make sure we are getting the most qualified placement of these ads where MA responsibility is to make sure that everything that we are doing is seamless and automated and there is minimal resources needed. Does it make sense? The DMP delivers our display ads and make sure we get the most qualified placement. MA role is to make sure that everything is seamless and automated with minimal ressources. Marketing Automation Rules & Flows DMP 3 What are the most efficient marketing Automation rules or flows? Of course our DataBase is in Marketo but also our analytics goes down to Marketo, we plugged actually our market directly in to our DFP (double click for publisher) which is a advertising software run by Google, so we allow them to access our database and the put in place some look alike modeling, to that we are able to target new audiences, and this has been a very successful strategy for us, that we’ve been using now for about a year and a half, and we seen some huge win, we know everyone in our database, so we want to make sure we find more people to model the people that have already expressed some interest in our database. So this has turned our search and display campaign much more efficient. So we are wasting much less dollars, and we can ensure every single impression is a qualified impression. We interfaced our MA tools with our advertising software in order to activate look alike modeling and target new audiences which has been very succesful for us, huge wins. We model new audiences based on the most interesting segments on our database. It increased our search and display advertising dramatically, reducing waste and increaseing the targeting of our impressions. Marketing Automation Rules & Flows Look alike modeling YES 4
- 192. 192 3 What arethe most efficient marketing Automation rules or flows? Marketo allows to use the look alike, now every time a lead enters our database, Marketo is pinged to read that information and is added to the pool, and that look alike model or that similar users is constantly being involved. Today everything is managed in Marketo, we don’t have other systems or CRM. Every time a lead enters our database, Marketo is pinged to read that information and is added to the pool, and that look alike model or that similar users is constantly being involved. Marketing Automation Rules & Flows Look alike modeling 4 3 What are the most efficient marketing Automation rules or flows? Obviously in Marketo everything is first party data, data that we collected on our website or from our call center, so we use New star or any third party partner such as Data logix. So what they do is that they send us third party data on each single lead in our system, and they say this person has a very good credit profile, this person owns a home that is larger than XX squared meters, they give us a lot more data on that person, based on a system of 0 to 10 we give this lead a value, if they have a high income they are much more valuable to me, than someone that is a student, this is how we assign a value to every lead, and we put them in to a different bucket. We use third party provider which send us third party data on each single lead in our system, and they say this person has a very good credit profile, this person owns a home that is larger than XX squared meters, they give us a lot more data on that person, based on a system of 0 to 10 we give this lead a value, if they have a high income they are much more valuable to me, than someone that is a student, this is how we assign and value every lead and we put them in to a different bucket. Marketing Automation Rules & Flows Look alike modeling YES 4 3 What are the most efficient marketing Automation rules or flows? The lead no purchase is my favorite one, because that one works best, then I love our happy customers one because it generate a lot of review for the companies, and the last one would be the look alike modeling. The lead no purchase is my favorite one, because that one works best, then I love our happy customers one because it generate a lot of review for the companies, and the last one would be the look alike modeling. Marketing Automation Rules & Flows No purchase program YES 4
- 193. 193 3 What arethe most efficient marketing Automation rules or flows? So we can say a known customer A only purchase shadow, we have the ability to really personalize the message according to customer behavior or preferences, and this is a huge big win for us. We have the ability to really personalize the message according to customer behavior or preferences, and this is a huge big win for us. Marketing Automation Rules & Flows Personalization 5 3 What are the most efficient marketing Automation rules or flows? We score people based on survey results, I know when this customer was very happy with the installation, and they told us that, so I can send these happy customers, please submit a review, I also score on location, if they are within certain regions or county, they are more valuable. We score customer based on satisfaction survey. We ask happy customer to submit a review. Marketing Automation Rules & Flows Satisfaction programs YES 5 3 What are the most efficient marketing Automation rules or flows? If we send someone multiple emails, over a time frame, and they don’t open, but put them into a different bucket, based on that variable, and we limit how much we send them all together, because we want to make sure what we send them is going to be meaningful, and overtime if the don’t open these email we stop sending them email at all. If we send someone multiple emails, over a time frame, and they don’t open we stop sending them email at all. Marketing Automation Rules & Flows Scoring YES 5 3 What are the most efficient marketing Automation rules or flows? Currently we have a welcome series, for those who had an appointment and did not purchase, we have a different nurturing, and we have multiple different nurturing series, based on the different lifecycle. Currently we have a welcome series, for those who had an appointment and did not purchase, we have a different nurturing, and we have multiple different nurturing series, based on the different lifecycle. Marketing Automation Rules & Flows Welcome program 6
- 194. 194 3 What doyou believe is up next for marketing automation? Marketing is ever changing, but Marketing Automation will be all managed at one place, with more integration, or thinks like real time integration of news into your website, that matches your website content, and create I frame pages right. Marketing Automation will be all managed at one place, with more integration, or thinks like real time integration of news into your website, that matches your website content Marketing Automation Rules & Flows Integration 6 3 How could you improve / optimize the automation process? Currently our database is segmented, but the next steps would be to personalize the messages starting doing AB testing using difference sources of emails, using test subject A or B or look and feel and measure which one performs better, which segment of strategy, generated more appointments for us. That would be a huge step for us. Next steps would be to personalize the messages starting doing AB testing using difference sources of emails, using test subject A or B or look and feel and measure which one performs better Marketing Automation Rules & Flows Programs
- 195. 195 3 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? I’m the director of marketing, I report directly to the CEO, I responsible about 12 different channels, the website, everything related to online sales, and I make sure we are running marketing campaigns properly, and ensure they are running efficiently, driving appointments, that is our number one goals, so that the sales team may take organize the appointments, and essentially make money for the company, and my goal is to make the sales team happy with the appointments. I don’t know how familiar you are with 3 Day Blinds, but our model is to send you someone to your home, spend a few hours with you designing your window treatments, this is a custom order, you cannot order online, this is not an ecommerce. My job is to make sure we do a great job in SEO in paid search, in lead generation, in emails, sponsorships, in affiliate, in every single channel. We have no stores, everything is online. We are a lead generation model, we are also the manufacturer and the seller of our products, there is not middle man. I ensure they are running efficiently, driving appointments, that is our number one goals, so that the sales team may take organize the appointments, and essentially make money for the company, and my goal is to make the sales team happy with the appointments. My job is to make sure we do a great job in SEO in paid search, in lead generation, in emails, sponsorships, in affiliate, in every single channel. Marketing objective Omni channel Marketing 6
- 196. 196 3 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? We have a couple of challenges in our company. One is that we aren’t an ecommerce capability, we cannot sell our product online because they are so accustomed, and number two, we have no brick and mortar, and everybody works for the sales team from home across the country. We have a call center with over 200 call center representative what we do in marketing is try to ensure that every channel is generating appointments. All the orders are captured on the spot, and the order is sent directly to the factory, then the good is shipped to the home owner, and then we have an installer that will install the window treatment. We have a couple of challenges in our company. We cannot sell our product online because they are so customized and number two we have no brick and mortar shop and everybody works for the sales team from home across the country What we do in marketing is try to ensure that every channel is generating appointments Marketing objective Efficiency & savings 6 3 What are the main success factors? Every quarter for do a quartly review, with our Marketo team. When we have a problem, we open a ticket and within an hour, we have an answer. We never have any issue for more than 2 days, so working with a MA vendor that has a huge team of support is very important. In terms of thing to consider, you have to match the IT team to Marketo especially for all the things that need to be integrated. Every quarter for do a quartly review. So working with a Marketing Autoamtion vendor that has a huge team of support is very important. Organization Process YES
- 197. 197 3 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? We have a team in the marketing departments, I have a person working with offline initiatives, she has the TV, print and radio, I have someone who handle email, I have someone who handle paid search and SEO, I have someone who handle content, another one is social media, I have a specialist for each single channel actually. We also have a non-media specialists like a traffic manager, and her role is to make sure that every single campaign that we launch has the proper URL the proper tag, with the proper pixel to make sure everything is tracked, that the attribution is in place, there is ad serving, she helps set up the campaign, so we track everything down to a click. We also have an analyst, that make sure that everything that we do is analyzed, that is specifically relevant, true, find opportunity to optimize, propose optimization strategy, so his role is to make sure everything that we do is at best as we can, with the money that we have available, allocated. We have a team in the marketing departments which handles each channels such as offline initiatives, email, paid search and SEO, content management, social media, traffic manager for tracking and attribution, analyst to identify opportunity and propose optimization. Organization Teams YES 7
- 198. 198 3 What arethe main success factors? So if you implement all the thing at the beginning you’ll be much happier. What I wished we had gone through at the beginning during the implementation – they are so many cool things you can do in Marketo, but every quarter I feed we can implement something new, I wish we had done all that at the beginning. Now every time you need to implement something new, there is additional resources needed, and time, resources essentially. They are so many cool things you can do in Marketo, but every quarter I feel we could implement something new, I wish we had done all that at the beginning. Now every time you need to implement something new, there is additional resources needed, and time, resources essentially. System architecture Skills YES 7 4 What are the main data analysis method you are using (scoring, segmentation, RFM etc.) Segmentation means for me choosing a segment of a database. But in our company we tend to take the whole database and divide it into 2-3 segments for campaigning. E.G Half for male and female with two messages. We always try to reach out 100% of it. Our partners in our sales organization are concerned they would loose opportunities when they address their campaign to too narrow segments. Today, I estimate the share of manual communication large segment to 90% and 10% would be automated to small segment. But I expect in 2017 to manage 50% in an automated way. In our company we tend to take the whole database and divide it into 2-3 segments for campaigning. E.G Half for male and female with two messages. We always try to reach out 100% of it. Our partners in our sales organization are concerned they would loose opportunities when they address their campaign to too narrow segments. Today only 10% of our communication is automated, this will reach 50% in 2017 Data management Segmentation YES 1
- 199. 199 4 What typeof data do you collect? From what source (channel: stores, ecom, others?) We know where was the purchase made, which channel, or the same channel. When somebody sings up for a loyalty program, hey always have a home boutique attributed to the client, where the first purchased was made. This boutique has the responsibility to care specially for this client. When we opened a boutique somewhere, we have better option for segmentation, when we know who signed up where, where is the home boutique, also language wise. When somebody sings up for a loyalty program, they always have a home boutique attributed to the client, where the first purchased was made. This boutique has the responsibility to care specially for this client. Location and language is also a segmentation criteria. Data management Loyalty programs YES 1 4 What are the most efficient marketing Automation rules or flows? I think the ROI is not significantly different when we compare manual send out or automation. The reason is that we always test a campaign and try to improve it constantly. Therefore we learn and improve, at the end it does not matter if this is manually done or automated. It is more efficient in terms of cost saving because less headcount are needed, but not more efficient in terms of CTR etc. ROI is not significantly different when we compare manual send out or automation. The reason is that we always test a campaign and try to improve it constantly. It is more efficient in terms of cost saving because less headcount are needed, but not more efficient in terms of CTR etc. Marketing Automation benefits Efficiency & savings YES 1 4 What root cause made you implementing marketing automation and to answer what business question? For what benefit? The number and complexity of campaigns forced us to find an approach how to better manage that. We had last year in 2015 we had 800 different campaigns in different languages, channels, countries, for legal reasons different version, and the complexity increase over the past 2 years. The number of send out had an enormous growth. Complexity was the pain driver. At the same time to ensure we don’t make mistake, manage that better end. To reduce the complexity of manaing hundreds of campaign and send out increase was the main driver. It also helps decrease the risk of errors Marketing Automation benefits Efficiency & savings 1
- 200. 200 4 What arethe most efficient marketing Automation rules or flows? We cannot bombard consumer without the consent from consumers. Bridging the gap between marketing communication, advertising and CRM is not easy for legal reasons and data privacy. Before the double opting is confirmed we work with the cookies, this is mainly for online business unit, they work with such tools, but in CRM we only start working with customer after the double opting. We see how customers are happy to sign up for our loyalty programs, this is quite interesting, we have lots of sign, and it is easier to better communicate with our customers. Having the customer consent is key. Before the double optin which is typically the CRM job, we work with cookies which is the marketing part. Normally our customer are happy to join the loyalty program, which helps to engage customers. Marketing Automation Rules & Flows Data privacy 1
- 201. 201 4 What arethe most efficient marketing Automation rules or flows? Personalization is our key topic. We know from different sources and consultant and also from our test, there is more ROI. Especially on website, in advertising, in newsletter, concerning online, there is a current project, where we will replace the IT landscape with more personalization. Same for newsletter it is more a mass customization, not yet personalized. So the recommendation engine will help us identify the right segment and propose the right product or content. We have different approaches for identifying the right segment. One come the business analyst which define algorithm to predict future purchases, the other one combine data from different touch point, online / off-line, which is more complex. We are also planning predictive modeling with test this year, based on tracked past purchases. When you buy a ring we can exactly analyze who has purchased the ring and what else they have purchased. When we know this information, we can recommend these additional products. This is a form a personalization Personalization is a key topic, this bring more ROI. For newsetters, this is more a mass customization, not yet presonalized. Our recommendation engine will help us identify the right segment and propose the right product or content based on predictive analysis. Marketing Automation Rules & Flows Personalization 1
- 202. 202 4 What arethe most efficient marketing Automation rules or flows? Regarding the marketing automation rules, it really depends on the case. One good criteria is recurrence. We don’t automate campaign if they is only one sent out. We focus on campaign which are standardize or sent out a certain day like birthday. Another rule, we want to integrate a recommendation engine which has specific rules what product and content are integrated in dynamic campaign. The complexity of rule becomes more complex, but this is for the future, this is not yet in place. One good criteria is recurrence. We don’t automate campaign if they is only one sent out. We focus on campaign which are standardize or sent out a certain day like birthday. Another rule, we want to integrate a recommendation engine which has specific rules what product and content are integrated in dynamic campaign. Marketing Automation Rules & Flows Process YES 1 4 What are the most efficient marketing Automation rules or flows? We focus mainly on the stage where the consumer bought once, because we have the data, and we follow up with the loyalty program sign up. As soon they have signed up they get communication, the automated campaign starts, they get a welcome message, a second purchase trigger, and they get automated birthday campaigns. Regarding the customer cycle, we focus on the existing customers because we own the data. We follow up with the loyalty program, then the welcome message, a second purchase trigger and finally birthday program. Marketing Automation Rules & Flows Programs 2 4 What are the most efficient marketing Automation rules or flows? Bad customers exclude themselves because after a certain amount of time we don’t target them anymore. Concerning the most valuable customer, we don’t exclude them from campaign for costs reasons, but we have additional exclusive communication with them. We think we should not exclude good customer from campaign or invest more into them, but we should thank them more. Concerning the most valuable customer, we don’t exclude them from campaign for costs reasons, but we have additional exclusive communication with them. We think we should not exclude good customer from campaign or invest more into them, but we should thank them more. Marketing Automation Rules & Flows Scoring YES 2
- 203. 203 4 What doyou believe is up next for marketing automation? POS will have more digital processes, and more digital process we have the more possibility we have to deal with automation process such a tablet, mobile app that you can identify a consumer when it comes into a boutique, when they search for something, a gift, they are many possibilities. I also see retail travel for tourism being at the airport, I could imagine a lot of self service in our boutique for these type of customer. POS will have more digital processes, and more digital process we have the more possibility we have to deal with automation process such a tablet, mobile app that you can identify a consumer when it comes into a boutique. I see a lot of self-service in our boutique for these kind of customers Marketing Automation Rules & Flows Programs 2 4 What do you believe is up next for marketing automation? In 5-10 years from now, I see more automation, but consumer still expects some manually delivered campaign to serve the VIP customer which bring more added value when you have personal contact, but in general, automation will be more ecology driven. I see more automation, but consumer still expects some manually delivered campaign to serve the VIP customer which bring more added value when you have personal contact Marketing Automation Rules & Flows Loyalty programs 2
- 204. 204 4 What typeof data do you collect? From what source (channel: stores, ecom, others?) From a legal point of view, you can never force someone to sign up for something. If the consumer perceive that he must buy something, therefore your are not allowed to do that. We give customers incentive because we offer special information, special offers, new collection, incentive such a monetary gift, surprise gifts, which we don’t communicate upfront for most loyal customer such as an fashion show. I unfortunately cannot share the completion rate, but it is good. At Swarovski customers understand the different being part of the loyalty program or not, they think about it before doing it. This is also a good filter. The one interested in our brand accept to enter the program. We don’t send communication to non- member, so from a legal point of view this is again important. You cannot force someone to sign up our loyalty program. We give customers incentive because we offer special information, special offers, new collection, incentive such a monetary gift, surprise gifts, which we don’t communicate upfront for most loyal customer such as an fashion show. Our loyalty programm completion rate is good. The cutomers interested in our brand accept to enter the program, this is a good filter. We don’t send communication to non-member, so from a legal point of view this is again important. Marketing Automation Rules & Flows Loyalty programs YES 4 4 What was the major challenges / limitation in implementing Marketing Automation? Challenges are the quite complex IT landscape, and from the business side, it is the changing business requirements, we always have to align with local sales organization how we are going to set up the campaign, e.g the call to action, the content etc. the complexity is still enorm and dynamic, if you constantly change your campaign, it is in fact difficult to automatize them. Challenges are the quite complex IT landscape, and from the business side, it is the changing business requirements, if you constantly change your campaigns it is difficult to automatize them. Marketing Automation Rules & Flows Programs YES 4
- 205. 205 4 What doyou believe is up next for marketing automation? CRM is necessary to develop personalization in the future this is a key topic for us, we are by far not there, but we started first initiatives, lots of competitors are talking about it but nobody is there yet. CRM is necessary to develop personalization in the future this is a key topic for us, we are by far not there, but we started first initiatives, lots of competitors are talking about it but nobody is there yet. Marketing objective Personalization 4 4 What root cause made you implementing marketing automation and to answer what business question? For what benefit? In general I would say we aim to have a consistent and premium shopping experience, our plant located in Austria background made we come from the wholesales point of view, and we are pretty young in the retailing business, and we still have to learn about the customer centric approach. Our main objective is to have a consitent and premium shopping experience and learn the customer centric approach. Even if we are a young organization in the retailing business. Marketing objective Customer centricity YES 4 4 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Therefore CRM helps a lot to better understand the customer and get first-hand information and to build on loyal customer and generate repurchase which is the main KPI from concerning all CRM strategies. CRM helps a lot to better understand the customer and get first-hand information and to build on loyal customer and generate repurchase which is the main KPI from concerning all CRM strategies. Marketing objective Monitoring ROI 5 4 What root cause made you implementing marketing automation and to answer what business question? For what benefit? From the consumer point of view we want to increase Customer satisfaction and from the company point of view the Net sales through repurchase growth is important. From the consumer point of view we want to increase Customer satisfaction and from the company point of view the Net sales through repurchase growth is important. Marketing objective Monitoring ROI 6
- 206. 206 4 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? Increase ROI which is the main target. In general, why we do CRM this is to boost incremental sales, to sustain existing sales from loyal customers, but also in addition to generate incremental sales, this is why we do CRM. Increaseing ROI, boost incremental sales and sustain existing sales is the main reason why we do Marketing Automation Marketing objective Monitoring ROI 6 4 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Incremental sales is however really difficult to measure. As an example, whenever we had consultant here from various company, I asked “can you set up a model for us where we can measure incremental sales, but we never received satisfying answers. What I can say is that we measure and track each and every campaign and activities, e.g how a similar campaign performed a year ago and we compare similar campaigns. Or when we also look at repurchase rate and we see how often they buy this year against last year, if the repurchase rate is increasing we conclude this is incremental sale. The incremental sales are really difficult to measure. I never really found a satisfying model. So what we do is tracking every single campaign over year and comparing repurchase rate. Marketing objective Monitoring ROI YES 6 4 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Omni channel is being discussed a lot, but few company doing it really well in my opinion. This is driven from the consumer who expect to reach out to a brand though via different channel and receiving consistent information in real time. In our business customer try to inform them self-upfront with different channels. When it comes to the purchase decision making, they probably switch to another channel and go e.g. to a physical boutique, therefore the Omni channel integration is extremely important in this entire purchase decision making process. Omni-channel is driven by customer that expect to reach out a brand via different channels and receiving consistent information in real time. Therefore the omni channel integration is extremely important. Marketing objective Omni channel Marketing 6
- 207. 207 4 What arethe main success factors? In general, we identify Marketing Automation rules with the support of 3 business analysts which carefully analyze all the data from consumers and based on their recommendations we set up the campaigns. When it comes to MA it is based on their recommendation. We do also a lot of test, thank our good project management. Success factors is to do things this step by step. We avoid big bangs. We develop in small steps which we can carefully monitor. Marketing Automation rules are identified by 3 business analysts which carefully analyze all the data from consumers and based on their recommendations we set up the campaigns. We test a lot thanks to our good project management. We avoid big bangs. We develop in small steps which we can carefully monitor. Organization Programs YES 6 4 What are the main success factors? We also depend on IT resources, which leads us to do things step by steps. A key success factors is really to have somebody responsible who really want to get it right, to fall in love with this project. The success of the campaign helps anyhow to be successful in the future, it a natural motivator. We depend on IT resources, which leads us to do things step by steps. A key success factors is really to have somebody responsible who really want to get it right, to fall in love with this project. The success of the campaign helps anyhow to be successful in the future, it a natural motivator. Organization Programs YES 7
- 208. 208 4 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? The merge of online / offline this is ongoing process, obviously. For the loyalty program, when we merge all purchases from the other Swarovski channels when we sign up all the purchases from different channels are merged, but it does not mean we are full integrated yet. We have only one unique person responsible for marketing and sales therefore we have direct access to all end end-consumer data which is a big benefit because I know other organizational model where it is much more difficult in this area , here we are very well setup. We have first-hand info. Our output are directly incorporated in product development concepts. Our main objective is to have a consitent and premium shopping experience and learn the customer centric approach. Even if we are a young organization in the retailing business. Organization Customer centricity YES 8 4 What was the major challenges / limitation in implementing Marketing Automation? When a sales organization comes with an idea, we evaluate if other countries have the same need, and then we customize it for the country. If we have a store opening in Ginza Tokyo, we could set up a specific campaign for them. Languages is always a challenge I should say. When a sales organization comes with an idea, we evaluate if other countries have the same need, and then we customize it for the country. We sometime set-up specific campaigns. Language is always a challenge. Organization Programs YES 8 5 What do you believe is up next for marketing automation? I hope they will be changes in favor of the customer. I remember the case of Tesco which send maternity related information the a daughter’s father. Tesco know the girl was pregnant with 95% accuracy. The father found out and was upset. We could buy porn data of our user to improve targeting if we want too. It is on top very accurate. I think the law should be more in favor of the customer. I hope they will be changes in favor of the customer. We could buy porn data of our user to improve targeting if we want too. It is on top very accurate. I think the law should be more in favor of the customer. Business question / Issue Data privacy 1
- 209. 209 5 How doyou store, structure and analyse the data? From what sources? The know-how rely in the IT team. We try to set up what actions we have, we have an overview of all actions as campaign management. We have the view on all the set of actions that we manage. If we miss data we go for the data. We don’t have marketing pressure instrument that allows us to control the number of communication over prospect of customers. The know-how rely in the IT team. We try to set up what actions we have, we have an overview of all actions as campaign management. We have the view on all the set of actions that we manage. If we miss data we go for the data. We don’t have marketing pressure instrument that allows us to control the number of communication over prospect of customers. Data management Orchestration 1 5 What was the major challenges / limitation in implementing Marketing Automation? The most difficult part is to find the right action for the data. The data collection is not the problem, data is available from any source of platform. Make analytics more efficient, and figure out what action to take is the real challenge. If someone buys a chair, what comes next? It is not solved with technology. At the moment no tool can help you, even with so many ecommerce data it is difficult. What do you do with it? Segmentation is fine, but what do you do with it? So we start with action, with promotion, with offers, then we choose the segment that fits. It is easier. And then we go back and think what other product we can sell to this particular customer group. The most difficult part is to find the right action for the data. The data collection is not the problem, data is available from any source of platform. Make analytics more efficient, and figure out what action to take is the real challenge. Data management Segmentation YES 1
- 210. 210 5 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? If you have 40’000 customers, it is not possible to do it manually, you need marketing automation. We measure quite exactly what we do with automation. How much we earn on search, or email automation for daily send out. It is impossible to manage 40'000 customers manually, we measure exactly what we do with automation. How much we earn on search, or email automation for daily send out. Marketing Automation benefits Process YES 1 5 What are the most efficient marketing Automation rules or flows? The daily newsletter is the most important. A push. If customer do not receive the newsletter, customer start to complain. We have 60% open rate on a daily newsletter. We do 5-10 less turnover if we don’t send the newsletter. For an email of 10’000 send out, 6000 opens and about 70 convert (1.16% conversion rate). The daily newsletter is the most important. If customer do not receive the newsletter, customer start to complain. We have 60% open rate on a daily newsletter. We do 5-10 less turnover if we don’t send the newsletter. For an email of 10’000 send out, 6000 opens and about 70 convert (1.16% conversion rate). Marketing Automation Rules & Flows Monitoring ROI 2 5 What are the most efficient marketing Automation rules or flows? Personalization is a good strategy. But if you buy a t-shirt, we may not want to buy t-shirt again. So we compare user. This user buys a chair, a poster and if he does that, or is similar to that we show something different in finding out affinity across product category. We implement some artificial intelligence, which works better that our human good sense. We have more turnover when artificial intelligence is involve than with manual task. High ROI with system. But the human will organize and pick up the business opportunity. The system should help us identify opportunity. Personalization is a good strategy. We implement some artificial intelligence, which works better that our human good sense. We have more turnover when artificial intelligence is involve than with manual task. High ROI with system. But the human will organize and pick up the business opportunity. The system should help us identify opportunity. Marketing Automation Rules & Flows Predictive analysis YES 2
- 211. 211 5 What arethe most efficient marketing Automation rules or flows? We try to predict how much turnover we will make based on the product. Eg by changing the color of the product, the system will try to predict the turnover. Product categories plus price range, based on history and some artificial intelligence. We receive guidance what we should pick up as product to sell on our side, but we don’t buy it before it is sold. Of course we should not propose the same product every day, but change. We know which product will be selling hard and which one will not. We know what price range will pay off. We try to predict how much turnover we will make based on the product. by changing the color of the product, the system will try to predict the turnover. Product categories plus price range, based on history and some artificial intelligence. We know which product will be selling hard and which one will not. We know what price range will pay off. Marketing Automation Rules & Flows Predictive analysis 5 5 What are the most efficient marketing Automation rules or flows? We keep it simple. Customer journey for us is: Visit, sign up, add to cart, check out, and returning customer and VIP. VIP means + 5 orders a year or more that 1000 CHF, this is the definition of top customer. We engage VIP customer primarily with special support, we may call VIP instead of writing an email. The vip customer treatment is actually not automated, it is more manual, but this represent around a 100 customers only. We tend to remove good customer from promotion campaign, we did it eg last Xmas campaign. On the other hand for good customer we are more on the support side, we sometime take the cost on our side for shipping, especially important for the aftersales. VIP means + 5 orders a year or more that 1000 CHF, this is the definition of top customer. We engage VIP customer primarily with special support. The vip customer treatment is actually not automated, it is more manual, but this represent around a 100 customers only. We tend to remove good customer from promotion campaign. Marketing Automation Rules & Flows Scoring 5
- 212. 212 5 What arethe most efficient marketing Automation rules or flows? We don’t combine condition together because the segment are too small. Switzerland is too small for narrow segmentation. We end up with 5-10 customers, something specific for too small segment does not worth the time spent. Segmentation in Switzerland can produce really small segment of 5-10 customers. Something specific for too small segment does not worth the time spent. Marketing Automation Rules & Flows Segmentation YES 5 5 What do you believe is up next for marketing automation? The next big thing will be a massive improvement of remarketing. Now it is really bad. Remarketing ignores you have already purchased a product, but still try to sell you the same thing. This is stupid. Google is too much about the money, not about relevance. What triggers people to buy stuff. Sometime I receive advertising for vendor I’m not interested in. The next big thing will be a massive improvement of remarketing. Now it is really bad. Remarketing ignores you have already purchased a product, but still try to sell you the same thing. Marketing Automation Rules & Flows Remarketing 5
- 213. 213 5 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? Everyone in the company may decide to create a rule, but IT is responsible for it. We define eg for Xmas what user group we want to reach out, then, IT or sales can decide to implement the rule. We don’t have a marketing team. We have to primarily discuss it first in the team because they are so many aspects like fashion, product groups, pictures, what user group we have, and someone has to decide, this is also a team work. I’m the analyst. It is also the shop management that identify target group, if we think we have a user group of 20 users or 2000. We think they is another group or from the support team which also know the customer very well. They identify remarkable customer groups. We should engage them differently, this are small user group, but when bigger group, we try to exploit it. We dont have a formal process when it comes to create a new rule. We have to primarily discuss it first in the team because they are so many aspects like fashion, product groups, pictures. Marketing Automation Rules & Flows Process 6 5 What are the most efficient marketing Automation rules or flows? Emotion, copy is key to success. Price is important, but just not the main thing. We should show the product the user really want. Emotion, copy is key to success. Price is important, but just not the main thing. We should show the product the user really want. Marketing objective Customer centricity YES 6
- 214. 214 5 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? We like to say we do not do any marketing. No classical marketing like ads or something like that. We try to be more on the PR side. We try to get into newspapers or bloggers, but no classic marketing. Our objective is to get stories about the company in PR. Selling on daily basis and engage the customer. Don’t’ wait until he comes to you. We do in house tech development. Daily development of copy and pictures is key for us. Logistic we outsource, this is not our main core competency. Regarding the product, we try to sell Swiss product, original product, mostly designed product, lifestyle or Vitra product for example, also fashion. We don't do classical marketing like ads, we try to be on the PR side. We try to get into newspaper or bloggers, to get stories about the company in PR. We want to engage customer everyday and sell. Marketing objective Marketing mix 6 6 What root cause made you implementing marketing automation and to answer what business question? For what benefit? If you read the serious decisions research or the Aberdeen Research, the argument is that anywhere between 55% and 70% of the buying process is complete by the time the prospect of the client reaches out to the vendor. That means that how we engage or where and what we engage with has changed. And marketing has a significant role in that new dynamic. Between 55% and 70% of the buying process is complete by the time the prospect or the client reaches out to the vendor. That means that how we engage or where and what we engage with has changed. And marketing has a significant role in that new dynamic. Business question / Issue Efficiency & savings 6
- 215. 215 6 What wasthe major challenges / limitation in implementing Marketing Automation? we’re talking about buying personas, but if you look at your CRM database and you try to come up with personas for your primarily roles, we spend a huge amount of time doing that and at the end we all come up with slightly generic roles, so if we are generating more and more data about an individual how quickly can we start delivering a personalized or relevant message. we’re talking about buying personas, but if you look at your CRM database and you try to come up with personas for your primarily roles, we spend a huge amount of time doing that and at the end we all come up with slightly generic roles, so if we are generating more and more data about an individual how quickly can we start delivering a personalized or relevant message. Business question / Issue Personas 1
- 216. 216 6 What wasthe major challenges / limitation in implementing Marketing Automation? But there is a conflict. The conflict is the data protection legislation. To deliver personalization or relevance, requires that we act on collecting day to day, and it is becoming more and more difficult to collect data and even the data that you collect actually legally use it, and in some market as you know you cannot communicate with them unless you have double opt-in. On one hand side you have technology that allows you to personalized and be more relevant, and on the other hand legislation is making it even more difficult for us to communicate. We have a conflict here and as marketer we will have to know how to figure out that. But there is a conflict. The conflict is the data protection legislation. To deliver personalization or relevance, requires that we act on collecting day to day, and it is becoming more and more difficult to collect data and even the data that you collect actually legally use it, and in some market as you know you cannot communicate with them unless you have double opt-in. On one hand side you have technology that allows you to personalized and be more relevant, and on the other hand legislation is making it even more difficult for us to communicate. We have a conflict here and as marketer we will have to know how to figure out that. Business question / Issue Data Privacy 1
- 217. 217 6 What arethe main success factors? Whatever MA you use, you’re going to need content, and if you are not clear what you want to market to, and communicate with, you need to narrow it down, and say ok we need that type of content, for this stage of the buying process, and that would be the fourth point. Whatever MA you use, you’re going to need content, and if you are not clear what you want to market to, and communicate with, you need to narrow it down, and say ok we need that type of content, for this stage of the buying process, and that would be the fourth point. Marketing Automation Rule & flows Content 1 6 What do you believe is up next for marketing automation? If we look at the buying process, then essentially we’re talking many to many, and at the end one to one, and the question I think is how far back or earlier in the buying process is one to one going to be coming. If we look at the buying process, then essentially we’re talking many to many, and at the end one to one, and the question I think is how far back or earlier in the buying process is one to one going to be coming. Marketing Automation Rule & flows Content 1
- 218. 218 6 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? They are two ways you can approach these projects, you can either decide that you are going to look at your processes and redesign then research and decide what technology you need to underpin or enable those processes or your research technology and you implement technology and you use the technology to force the change in your organization, they are two fundamental approaches. They are two ways you can approach these projects, you can either decide that you are going to look at your processes and redesign then research and decide what technology you need to underpin or enable those processes or your research technology and you implement technology and you use the technology to force the change in your organization, they are two fundamental approaches. Organization Process 2 6 What root cause made you implementing marketing automation and to answer what business question? For what benefit? But if forces you to think about how your engage, because ultimately you’ve got this capability depending on the tool that you acquired and you implemented, it allows you to have quite complex conversations with existing clients or prospects and that really gets you to think about who you should be selling to, what you’re selling to them, why and when. But if forces you to think about how your engage, because ultimately you’ve got this capability depending on the tool that you acquired and you implemented, it allows you to have quite complex conversations with existing clients or prospects and that really gets you to think about who you should be selling to, what you’re selling to them, why and when. Organization Process 2
- 219. 219 6 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? the implementation of the automation technology in my experience, forces you to have conversations not only within the marketing organization but also between the marketing and the sales organizations and with services organization. With this capability we could improve what we’re doing. What Is the process, what do we want to improve, what do we want to automate, what can we automate, it just changes the dynamic or the conversations. But if forces you to think about how your engage, because ultimately you’ve got this capability depending on the tool that you acquired and you implemented, it allows you to have quite complex conversations with existing clients or prospects and that really gets you to think about who you should be selling to, what you’re selling to them, why and when. Organization Process 3 6 What do you believe is up next for marketing automation? I think we can do more around segmentations, I don’t think you ever end, it is not necessarily about identifying new areas, it is about improving what you already are using o I think we can do more around segmentations, I don’t think you ever end, it is not necessarily about identifying new areas, it is about improving what you already are using 3 7 What do you believe is up next for marketing automation? I really would like to do more targeted email. In general, I think we should more develop a company database that would help us do that as well. I really would like to do more targeted email. In general, I think we should more develop a company database that would help us do that as well. Data management Data warehouse 3
- 220. 220 7 What arethe most efficient marketing Automation rules or flows? We are currently not using abandon card tactics, it is very important to understand your customer and the way they shop, our customer are using their basket as a list. It would not be good for us to do that. They put an item on Monday, then another item on Wednesday, and want to make their order on Sunday, so if you constantly shooting them an email saying yeah, you should order the basket, that would not be very nice. You know you don’t’ have the same mentality when you are buying a product at Zalendo or at Coop at Home. We are currently not using abandon card tactics. Our customer are using their basket as a list. It would not be good for us to do that. They put an item on Monday, then another item on Wednesday, and want to make their order on Sunday, so if you constantly shooting them an email saying yeah, you should order the basket, that would not be very nice. Marketing Automation Rules & Flows Abandoned basket YES 4 7 What was the major challenges / limitation in implementing Marketing Automation? I think this can lead to embarrassing situation where you’re mailing over and over women products to grandmothers, and the cost of that mailing, plus bad publicity on twitter, makes me upset, this is simply a huge waste of money and time with negative effect, so you don’t want to do this at the product level. I think this can lead to embarrassing situation where you’re mailing over and over women products to grandmothers, and the cost of that mailing, plus bad publicity on twitter this is simply a huge waste of money and time with negative effect Marketing Automation Rules & Flows Segmentation 1 7 What are the main success factors? The major benefit for us are to save manual costs, to understand what is effective, to build an ability to reduce customer care costs, and often customer satisfaction. The major benefit for us are to save manual costs, to understand what is effective, to build an ability to reduce customer care costs, and often customer satisfaction. Marketing objective Efficiency & savings 1
- 221. 221 7 What arethe main success factors? A success factors is when I achieve something sustainable, that work over months, without doing too much of manual work, cos my team is small, and I cannot afford to do a lot of manual work, that is the major success factors. Marketing objective Efficiency & savings 2 7 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Everything in our company should support the idea of growing revenue and grow our market share, with that in mind, we use marketing automation not only because it is the most efficient may, without it you may not understand what the results are, what you’re doing… Another reason is to use for our customer care, contacts. Everything in our company should support the idea of growing revenue and grow our market share, with that in mind, we use marketing automation not only because it is the most efficient may, without it you may not understand what the results are, what you’re doing… Marketing objective Monitoring ROI 2 7 What was the major challenges / limitation in implementing Marketing Automation? Regarding Omni channel and our capabilities to identify customer across channels, we are not really yet there with the group, it is a long-term project. Now regarding the super card, even if we have this loyalty card, we do not actually share information across channels, this is a project that is ongoing. It is not because of our desire, we but are still structured in silos, ecommerce and stores, but this is a long-term project. Regarding Omni channel and our capabilities to identify customer across channels, we are not really yet there with the group, it is a long-term project. We but are still structured in silos, ecommerce and stores, but this is a long- term project. Marketing objective Omni channel Marketing YES 2
- 222. 222 7 What wasthe major challenges / limitation in implementing Marketing Automation? One challenge is not to get bogged down on too much details, there is a lot of data in the analytics, but I learnt through the years is what is really going to drive the sales? We have to prioritize, and this might be quite tricky sometimes, what is actually more useful than something else? The risk is to get bogged down. One way to manage complexity is well, look at one example, if you take one individual product analysis, you look and you say oh great I have 200 orders, that is not enough. One challenge is not to get bogged down on too much details, there is a lot of data in the analytics, but I learnt through the years is what is really going to drive the sales? We have to prioritize, and this might be quite tricky sometimes, what is actually more useful than something else? Marketing Objective Process YES 2
- 223. 223 7 What arethe most efficient marketing Automation rules or flows? For instance, the most complex one we ever had is something we call internally I-Coupon, which is something that require a huge amount of IT. Our goal was to do something for our newsletter that would create areas in the newsletter with a sales item that would be exactly what the people would want to order, so first what would exactly the people like to order? So first all all is to understand what wants the customer, and then understand what the system can do for us. So we have a system, a recommendation engine, that can give us based on the customer business data - not only the purchase data, but also give us information about the margin. We can say ok we want to push these products rather than other products. So we came up with the concept and we went back and forth with the management to refine the concept, but it may takes months and months until it ended up to be implemented. If it does not work so well, we had to refine the concept, this is a very iterative process in a way, until things work well. This one was a very complex one. A collaboration between IT, Management and marketing. We call it I-Coupon. Our goal was to do something for our newsletter that would create areas in the newsletter with a sales item that would be exactly what the people would want to order. So we have a system, a recommendation engine, that can give us based on the customer business data - not only the purchase data, but also give us information about the margin. So we came up with the concept and we went back and forth with the management to refine the concept, but it may takes months and months until it ended up to be implemented. If it does not work so well, we had to refine the concept, this is a very iterative process in a way, until things work well. A collaboration between IT, Management and marketing. Organization Process 3
- 224. 224 7 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? I have three teams, one is the marketing team and I have one responsible for the newsletter, one responsible for AdWords and SEO, one for partnership marketing, and then a designer, and someone responsible for information architecture. Each are responsible for the analytics in their area, but with the new person responsible of the analytics the future, that would be her responsibility to support the rest of the team. I have one responsible for the newsletter, one responsible for AdWords and SEO, one for partnership marketing, and then a designer, and someone responsible for information architecture. Each are responsible for the analytics in their area, but with the new person responsible of the analytics the future, that would be her responsibility to support the rest of the team. Organization Process YES 3
- 225. 225 8 What wasthe major challenges / limitation in implementing Marketing Automation? In fact Customer journey mapping consist of identifying different interactions points that customers have with your brand and for each of these interactions, you would try to identify what or who you are exactly talking to at this stage, which assets, which technology, which products, which persons are involved directly or indirectly using a mobile apps, so indirectly the developers may be involved as well, so you would me mapping all interactions, and then you would be trying to identify what is the customer feelings, based on what you know at these different steps, and identify the moment that matters, usually they are several, sometimes they are positive and sometimes they are negative. Positive moment may refer to right after purchase moment after unboxing the new apple toy, it is a positive feeling, on the other hands I may calling the customer service because I installed an update with latest OS and nothing is working, I don’t feel I’m understood, that is a negative moment and you may want to improve that. In fact Customer journey mapping consist of identifying different interactions points that customers have with your brand and for each of these interactions, you would try to identify what or who you are exactly talking to at this stage, based on what you know at these different steps, and identify the moment that matters, usually they are several, sometimes they are positive and sometimes they are negative. Business question / Issue Customer journey mapping 4
- 226. 226 8 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? On my experience, we see the best results with Marketing Automation with eCommerce sites, or companies investing in eCommerce. But we also have very good results with more B2B offline sales etc. The two models work, in the b2c space marketing automation is a very supportive for eCommerce businesses. For B2B businesses it can really be a factor of pipeline growth, better sales qualification, better lead generation, faster lead to opportunity process transfer. We see with Marketing Automation the best results with eCommerce sites, or companies investing in eCommerce. But we also have very good results with more B2B offline sales etc. Marketing Automation benefits Efficiency & savings 4 8 What root cause made you implementing marketing automation and to answer what business question? For what benefit? In general, what I see in France, Germany, Switzerland and Benelux, the question that comes first is generally around the orchestration area, efficiency, better qualification because not everybody uses the terms lead or lead generation. Some people say this notion of lead is so b2b, but we say no it is actually B2C Company using it. In general company start saying I want to do more with less resources or with no resources. For DMP, it startw with the notion of optimizing the advertising investment, eg I’m working with 12- 14 different actors, several DMP or data provider, and it is getting so complicated, I can’ manage that anymore, and I want to optimize things. In Europe, the question that comes first is generally around the orchestration area, efficiency, better qualification. In general company start saying I want to do more with less resources or with no resources. For DMP, it starts with the notion of optimizing the advertising investment, eg I’m working with 12-14 different actors, several DMP or data provider, and it is getting so complicated, I can’ manage that anymore, and I want to optimize things. Marketing Automation benefits Efficiency & savings 4
- 227. 227 8 What arethe most efficient marketing Automation rules or flows? If for some reasons you’re not opening your email because you are busy, so the car manufacturer decided to fire some display banner to remind the tester of the upcoming event, so they change the use of channel based on the absence of reaction, at the end they will be watching the picture of the car they supposed to test soon, this is a way to recall the tester of it. So dynamically changing channels based on customer behavior is interesting. So dynamically changing channels based on customer non reaction to engagement is interesting. Marketing Automation Rules & Flows Remarketing YES 5 8 What do you believe is up next for marketing automation? From a feature standpoint. The unknown customer things is just at the beginning, we’re just at the start using anonymous data, with more loyalty programs, offline data available, not only generic data, one data will be able to integrate your offline journey as well, local shop, local garage, local music From a feature standpoint. The unknown customer things is just at the beginning, we’re just at the start using anonymous data, with more loyalty programs, offline data available. Marketing Automation Rules & Flows Look alike modeling 5 8 What do you believe is up next for marketing automation? Regarding predictive analysis, today if you want to build look alike models, it takes a few days or weeks, until you get the model based on the first party data you get, then it is probable in the future that you may have that instantly, and you’ll be able to target ten thousand recipient, instantly analyze what works and instantly trigger a look alike modeling to optimize you campaign automatically. The more time goes, the better the algorithm. Regarding predictive analysis if you want to build look alike models it takes a few days or weeks, until you get the model based on the first party data you get, It is probable in the future that you may have that instantly instantly analyze what works and instantly trigger a look alike modeling to optimize you campaign automatically. Marketing Automation Rules & Flows Look alike modeling 6
- 228. 228 8 What partof the selling process (Capture, Nurture, Sell, After-sale) is concerned with marketing automation in your company? Marketing Automation can offer value at every single steps, consolidating new consumer data, building the relationship with existing customers, re-engaging lapsing customers, and not reengaging dormant or unprofitable customers, they are usage for every cases. This is for orchestration, but this is really the same for DMP, how can I target people, how can I re- engage, how can I gradually reconsolidate the relationship I have with them? This works really in all the steps of the life cycle. DMP is part of the automation of the semi-automated methods, DPM is really to consolidate data externally, internally and from partners, and the orchestration layer is more where we design sophisticated campaigns, and interactions across channels, when do we want to talk to who. Marketing Automation can offer value at every single steps, consolidating new consumer data, building the relationship with existing customers, re-engaging lapsing customers, and not reengaging dormant or unprofitable customers, they are usage for every cases. DMP is part of the automation of the semi-automated methods, DPM is really to consolidate data externally, internally and from partners, and the orchestration layer is more where we design sophisticated campaigns, and interactions across channels, when do we want to talk to who. Marketing Automation Rules & Flows DMP 6
- 229. 229 8 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? Oracle has acquired a company called Data Logix, a year and a half ago, that has an expertise around offline and online data buying and look alike modeling based on offline data, so this is changing. The idea is to match offline data with online data purchasing patterns. I think that the majority of the progress that we are making in offline data processing in usage is essentially coming from Data Logix, a company specialized about data acquisition, typically third party. Oracle has acquired a company called Data Logix, a year and a half ago, that has an expertise around offline and online data buying and look alike modeling based on offline data, so this is changing. The idea is to match offline data with online data purchasing patterns. I think that the majority of the progress that we are making in offline data processing in usage is essentially coming from Data Logix, a company specialized about data acquisition, typically third party. Marketing Automation Rules & Flows Look alike modeling 6 8 What type of data do you collect? From what source (channel: stores, ecom, others?) A good way to prepare data is to ask yourself, how I want to engage customer and what are the typical customer journey with critical moments. A customer journey should like a love story. A good way to prepare data is to define what are the typical customer journey with critical moments. Marketing Automation Rules & Flows Customer journey mapping 6
- 230. 230 8 What typeof data do you collect? From what source (channel: stores, ecom, others?) Collecting any data is quite of a challenge today anyhow. This is the job of some companies, this is what social networks do. But for companies this is a huge challenge collecting everything from the cost and technological perspective. I would start with a use case to define what data I need. Your main asset are the first party data. This should be as good as it can in terms of quality and how it is structured, and if you are using a DMP system, you can still leverage a 100 data provided to enrich your first party data. If you want to do look alike modeling out of your first party data, the quality of your data should be as good as possible. Collecting any data is quite of a challenge today anyhow, this is what social networks do. I would start with a use case to define what data I need. Your main asset are the first party data. This should be as good as it can in terms of quality and how it is structured, and if you are using a DMP system, you can still leverage a 100 data provided to enrich your first party data. Marketing Automation Rules & Flows Look alike modeling 6 8 What was the major challenges / limitation in implementing Marketing Automation? Scoring is key for b2b and b2c, and not everyone agrees on that. For b2b you would try to evaluate the level of maturity of a customer for a given product, in the b2c world you don’t generate direct sales, it is important to identify what are the category of your consumers that have the most value by scoring. Scoring is really key to adapt the message, and you rely on the segmentation for that. In fact you cannot rely only on geographical factors or sometimes you need to create some more sophisticated rules, you may want to score people in a different way, based on the country and the product line. Scoring is key for b2b and b2c, Scoring is really key to adapt the message, and you rely on the segmentation for that. In fact you cannot rely only on geographical factors or sometimes you need to create some more sophisticated rules. Marketing Automation Rules & Flows Scoring 7
- 231. 231 8 What arethe most efficient marketing Automation rules or flows? When building a relationship with a customer, personalization is going to be key, so sending to the right person to the right time is important but connect the customer with what is specific to them is even more important. Eg A Cruise Company has a customer that went to Vietnam last year, and a year after I’m getting my newsletter and instead of getting my special offer for July, I have a small area on the newsletter that tells me “do you remember last year? Their they’re nice picture of the trip I was on..” That is connecting my emotions and I will read the rest of the email just because of that. Personalization is key, adapting the content, leverage the different data source. Scoring is key for the personalization as well. Emotion in personalization is key. Eg when we send a picture of your last years trip. That is connecting my emotions and I will read the rest of the email just because of that. Personalization is key, adapting the content, leverage the different data source. Scoring is key for the personalization as well. Marketing Automation Rules & Flows Personalization YES 8
- 232. 232 8 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? The first one would be bridging the gap between online and offline sales for instance, the second objective would be bridging the gap between known and unknown customers having a range of tools and methods that convert unknown traffic into known traffic and known customers, and the third would probably be to orchestrate things into a consistent fashion, to have a consistent message across channels, but they are also efficiency objectives. The first one would be bridging the gap between online and offline sales for instance, the second objective would be bridging the gap between known and unknown customers having a range of tools and methods that convert unknown traffic into known traffic and known customers, and the third would probably be to orchestrate things into a consistent fashion, to have a consistent message across channels, but they are also efficiency objectives. Marketing objective Efficiency & savings 1
- 233. 233 8 What wasthe major challenges / limitation in implementing Marketing Automation? Challenges are organizational issues. We have to deal with complex set ups, across countries or product lines, that requires a real knowledge about the implementation, change management. Centralization is probably the only option if you want to have the customer centric view. We are saying this since 15 years but we still cannot find companies that are really doing this. Even if this is a best practices it is really rare to find such a case. We normally have fragmented system and tools, used across different countries and markets. Yet we still have to do something consistent out of that. Another challenge is the low level of awareness about automation typically in EU. Usually people can think of email and open rate, well this was true 15 years ago, but automation is much more than that, is really going far beyond that, so they is a huge challenge in educating people, market, brand owners, so that they understand what they can make out of MA. Challenges are organizational issues. We have to deal with complex set ups, across countries or product lines. Centralization is probably the only option if you want to have the customer centric view. Yet we still have to do something consistent out of that. Another challenge is the low level of awareness about automation typically in EU. Usually people can think of email and open rate, well this was true 15 years ago, but automation is much more than that, is really going far beyond that, so they is a huge challenge in educating people, market, brand owners, so that they understand what they can make out of MA. Organization Process YES 2 8 What was the major challenges / limitation in implementing Marketing Automation? The tools has to be simple and easy to use, at the end the user has to adopt the tools. I have seen project failing because too complex however it was great from a expertise point of view, but not meeting people expectations, if you want to do sophisticated things and the user just want to send out email, it will lead this users to a bloody mess and get no value out of that. The tools has to be simple and easy to use. I have seen project failing because too complex however it was great from a expertise point of view, but not meeting people expectations. Organization Process YES
- 234. 234 8 What wasthe major challenges / limitation in implementing Marketing Automation? The more knowledge the company has of their data the better the can get into marketing automation. What I have seen in terms of risks is when people have no idea about what data they have, the quality of the data, what’s the nature of the data, how often they are refreshed. If they don’t understand it difficult to make a good use of it. Eg you are a transportation company, you want to start going automation and you want to do birthday campaign, I’m going to send out a special offer but you have poorly qualified data, not gender, no age, not structured data etc. So first step would be to be aware of the data quality you have, what are the limit of the existing systems, and how can they be more centralized. Risky is when people have no idea about what data they have, what’s the nature of the data, how often they are refreshed. If they don’t understand it difficult to make a good use of it. So first step would be to be to understand what are the limit of the existing systems, and how can they be more centralized. Organization Process YES 3 8 Who is in charge / organizational chart / sponsor for marketing automation? What system architecture do you have? It is often marketing organization 90% of the time, but we talk to IT, about integration or IT landscape. Some company CEO have real super digital vision that they are building for years, even though they were starting working while MA wasn’t existing, and sometime this come from organization at the operational level. We also see company that are launching several product, several lines in several countries with limited resources and the only solution is to automate things. Then they go to corporate and say can we get something from you ? Or shall we buy something for ourselves? It is often marketing organization 90% of the time, but we talk to IT. Some company CEO have real super digital vision that they are building for years. We also see company that are launching several product, several lines in several countries with limited resources and the only solution is to automate things. Organization Process 3
- 235. 235 8 How doyou store, structure and analyse the data? From what sources? We can split the marketing cloud in 3 main layers. First the data layer on the down side which is relying on DMP, then the orchestration layer which is how can we address different target across different channels, how can you make sure we are consistent and then the third layer which is more a less the communication layer such as AB testing, optimization, social etc. We can split the marketing cloud in 3 main layers. First the data layer on the down side which is relying on DMP, then the orchestration layer which is how can we address different target across different channels, how can you make sure we are consistent and then the third layer which is more a less the communication layer. System architecture Integration 3
- 236. 236 8 What arethe main success factors? Ideally it is great when a company owns a customer referential, but it is not that often that this happens to be honest, what is best is when they have a global CRM or a global data Warehouse, with structured customer data, or an eCommerce platform that is a global site, when there is a unified customer cross data layer to start. It can be CRM, Data warehouse or eCommerce site. Then on top of that you would need the DMP system, that is really oriented around advertising, a DMP cannot replace a contact referential, but it is really difficult to do a DMP if you don’t have a contact referential, you could still do it but you would need to load data from so many sources. And then the DMP works in close relationship with the orchestration layers, which is here to define who you want to target, when and using which channel with what messages. In the DMP second and third party data will always be anonymized, so it cannot be considered as a really contact referential, sort of master data base. So below DMP is recommended to have a contact hub or customer referential. Typically this can be a CRM system. That’s why Eloqua connect to a whole range of systems. A customer referential helps. It can be a CRM, a data warehouse or and eCommerce. Then you need a DMP system which is more oriented around advertising. The DMP works in close relationship with the orchastration layer which is here to define who you want to target, when and using which channel with what messages. System architecture Orchestration YES 4
- 237. 237 8 What arethe main success factors? The operational scoring happens in the orchestration layer. So on the top of that if we want to complete the architectural set up we should have an communication layer, the front end that the customer see, like the eCommerce site or the web CMS or the social channels, these are what people see at the end, this is where optimization and life testing will be taking place, I want to offer a landing page for customer that have that purchase history instead of this one, and I want to see which one has the better conversion, I want to optimize how people see my ecommerce site, depending on test rules and automatically take the best results. This is what we do with Maximizer a component acquired by Oracle a year ago. The operational scoring happens in the orchestration layer. So on the top of that if we want to complete the architectural set up we should have an communication layer, the front end that the customer see, like the eCommerce site or the web CMS or the social channels, these are what people see at the end, this is where optimization and life testing will be taking place, I want to offer a landing page for customer that have that purchase history instead of this one, and I want to see which one has the better conversion, I want to optimize how people see my ecommerce site, depending on test rules and automatically take the best results. This is what we do with Maximizer a component acquired by Oracle a year ago. System architecture Scoring 4
- 238. 238 9 What arethe main data analysis method you are using (scoring, segmentation, RFM etc.) We on the true automated emails, we have some email that can get from 3 to 50% CTR, it’s a huge range, it all depends on the content. 50% is kind of insane. On less automated email, our CTR average is about 3-4% which is not bad in our industry, our open rate is about 20%. The weekly sent personalized newsletter get about 5% CTR, of course the more mass you go the less CTR you get. We on the true automated emails, we have some email that can get from 3 to 50% CTR, it’s a huge range, it all depends on the content Business question / Issue Monitoring ROI 4 9 What was the major challenges / limitation in implementing Marketing Automation? My biggest challenge is the quality of the data, the way we integrated Marketo, we are dealing with data through API, we are also connected to salesforce because we also have a b2b function, our data is quite messy, when you automate email you want to are doing the right thing, you don’t want to hit customers when the data are messy, and the customer has no clue about it, that is kind of my biggest problem, we have a lot of duplication, because our system are all over the place, so we constantly try to clean up up put and make sure put work around, this is the biggest pain. My biggest challenge is the quality of the data, our data is quite messy, we have a lot of duplication, because our system are all over the place, so we constantly try to clean up up put and make sure put work around, this is the biggest pain. Data management Data normalization YES 4
- 239. 239 9 What arethe most efficient marketing Automation rules or flows? So it’s exciting because the resources are very limited, you don’t need a 100 of people selecting the campaign, pushing the button. You can define your segment, define the journey, build those journey for different customer group and then see how it goes and tune it. The truly part of the email that we set up and never touch them anymore are the nurturing program. We get our customer to sign up to our newsletter, we grab them and we send them some welcome email. Here are the next 5 steps for you to take, and we send this weekly until they make the next step. I would say a good 10- 15 % of our email are there and we don’t touch them. I would say a good 10-15 % of our email are there and we don’t touch them. Marketing Automation benefits Process 5 9 How could you improve / optimize the automation process? We run reporting every week so it is easy to see what is not working, understand this is here forever and does not perform well. I go once a week through all the programs, which are out there and I go back to the business and I say guys I don’t see this performing so well since a while, can we change it or cancel it? This is my initial thing, we have a lot, we have 10 million emails. This is not always, what we want to do but the business demands. Sometime we have to do and close our eyes, because this is for the business one, this is not going to work but you still has to do it, we’ve done the work, but this is really not resonating well, so they learn the hard way, we sometime do things we don’t really want to do. We run reporting every week so it is easy to see what is not working, understand this is here forever and does not perform well. I go once a week through all the programs, which are out there and I go back to the business and I say guys I don’t see this performing so well since a while, can we change it or cancel it? Marketing Automation Rules & Flows Monitoring ROI YES 5
- 240. 240 9 How couldyou improve / optimize the automation process? Personalization is really the big thing, I really would like to personalize more, I don’t think we’ve done all the work, I would like to improve transactional email, needs to be more robust, I need to clean up the database. Personalization is really the big thing, I really would like to personalize more, but I need to clean up the database Marketing Automation Rules & Flows Personalization YES 5 9 How could you improve / optimize the automation process? For me I would like to automate as much as possible, we normally start doing thing manually, and at the end try to find a way to automate this, because there is a lot or work to do, we want to go towards in app push notification, maybe some SMS, this is not rocket science. We normally start doing thing manually and at the end try to find a way to automate this because there is a lot or work to do Marketing Automation Rules & Flows Process YES 6 9 What are the main data analysis method you are using (scoring, segmentation, RFM etc.) There is scoring which is statistic scoring. You assign a certain score for each action type. You can say, an email click is 5 point but if somebody hit a certain landing page, which is, very valuable, that could be 50 points, so if somebody is placing data on a property that could be 100 points and every day we create a program that sort of select your top leads. You know this customer was searching the site and was super active. We use a statistic scoring based on behavior. You know whether this customer was active on the site or not. Marketing Automation Rules & Flows Scoring 6
- 241. 241 9 What arethe most efficient marketing Automation rules or flows? If you send the customer attend a webinar, Marketo is fully integrated with WebEx, if somebody attends, you know it in Marketo, if the customer registered but did not attend you know it in Marketo and you can send out a follow up email saying “hello we missed you but here is the recording” , without scratching your head to much, running a bunch of sql, it all kind of native and in one system, you can see 360 degree your customers, what they are doing what they are clicking, and define the best possible communication that fit our customers. If the customer registered but did not attend you know it in Marketo and you can send out a follow up email saying “hello we missed you but here is the recording” , without scratching your head to much Marketing Automation Rules & Flows Programs 7 9 What are the most efficient marketing Automation rules or flows? We have built up a recommendation engine outside Marketo. If in Marketo we look at customer behavior and we pick the best property for each customer each week. And then once we picked the best 8 properties for each customer everybody gets their own recommendation personalized. We pushed the data from habup through API directly into Marketo, then on the fly we create special dynamic personalized template in Marketo, and we push those recommendation dynamically 3 times a week. So in Marketo it looks like a shell with empty spot, but when the email goes out and these properties are all personalized, in one single shot we touch like almost like a million customers and all of them receive very unique personalized content. If in Marketo we look at customer behavior and we pick the best property for each customer each week. And then once we picked the best 8 properties for each customer everybody gets their own recommendation personalized. In one single shot we touch like almost like a million customers and all of them receive very unique personalized content. Marketing Automation Rules & Flows Personalization 7
- 242. 242 9 What arethe most efficient marketing Automation rules or flows? I would say A) personalization always work. When I first joing we had none of these email that was personalized, we’ve done an AB testing, on sort of the static content, vs dynamic content, we got 100% uplift. So customer really love when it is personalized, it’s not generic. Personalization always work. So customer really love when it is personalized, it’s not generic. Marketing Automation Rules & Flows Personalization YES 7 9 What are the most efficient marketing Automation rules or flows? And C) be very careful, not over contact your customer, they’re getting tired when contacted too much with too many emails, it’s too easy when somebody comes and say I need my emails, I need my emails, but what about customer right? I always think about customer experiences and how is it for them to get, things from different products, we have to be very carful right? Be very careful, not over contact your customer, they’re getting tired when contacted too much with too many emails Marketing Automation Rules & Flows Orchestration YES 8
- 243. 243 9 What arethe most efficient marketing Automation rules or flows? B) I would say it’s the time, what Marketo is really good at is feeding customer, eg when we have a customer that goes and search for something on our site, they go and search for properties, we have a program that listen to that, when the customer made the search, they can save their search because we have that function, we shoot them an email right away that say, hey you just search for the properties in Belmont California, did you know we have a function that save that search in order to sending you the matches like every day, so everything that we do that actually hit the customer after he did something is really really amazing! You know the old fashioned way is that we would wait and select, customer would have forgotten what they were doing, but if you do it the right away, they are still thinking about you, they just purchased something, you just say thank you and they’re just registered for something and you send them a reminder. When a customer goes on our site and search for something , for example some properties, we have a program that listen to that, when the customer made the search, we can save their search and we shoot the customer an email right away that says, hey you just search for the properties in Belmont California, here you can propose you more. Marketing Automation Rules & Flows Programs YES 8
- 244. 244 9 What partof the selling process (Capture, Nurture, Sell, After-sale) is concerned with marketing automation in your company? I believe my team, my function we are involved in all of those, again as I said, we have email blasting, but we also have a customer journey, we welcome customer, we retain existing customers, and we also reactivate inactive customers, we have created different sizes of programs, one that I have describe is a sort of welcome nurturing program, we educate customer instead of pushing him to the next level, and a big chunk of them come back every week or every second week, and those who kind of disappeared, we have a reactivation program, we send them an email once month, “we have not seen you lately, but we were still a great choice for you” and once they come back and they search they come into this pool of active customer again. We also have a blacklist in Marketo, we obviously we have a suppression list, unsubsubscribe function. We segment the data, we kind of manage that all in Marketo. We have welcome customer, retain program, reactivation, nurturing, educational, blacklist, suppression list programs Marketing Automation Rules & Flows Customer journey mapping 8
- 245. 245 9 What typeof data do you collect? From what source (channel: stores, ecom, others?) There is a tools called “sales and site” that is part of sales force because Marketo and Sales force are two connected systems. So every day we can send the top lead to our sales departments and they can see how hot they are and they can actually pick up the phone and call them. That is a really great function that sales team really love because you are basically not shooting them in the dark, but you are shooting someone that is active on the site, because you are using the scoring model, it gives you this capability right? So every day we can send the top lead to our sales departments and they can see how hot they are and they can actually pick up the phone and call them. That is a really great function that sales team really love because you are basically not shooting them in the dark Marketing Automation Rules & Flows Programs 8 9 What type of data do you collect? From what source (channel: stores, ecom, others?) We also have a notion of NPS (net promoter score), so we ask customer questions, hey you just closed a deal can you please score your satisfaction, and we send out a survey, so progressive profiling is a good way if you don’t have a customer call center, if you don’t talk to them on the weekly basis. We use the NPS. so we ask customer questions such as "can you please score your satisfaction", and we send out a survey. So progressive profiling is a good way if you don’t have a customer call center, if you don’t talk to them on the weekly basis. Marketing Automation Rules & Flows Net Promoter Score YES 9 9 What type of data do you collect? From what source (channel: stores, ecom, others?) Progressive profiling if when you want to know something from customer, and then you ask then during their site visit or during the landing page. This is a function that we have, so but you may have 100 of questions, but you cannot right, you can only ask a couple of questions. It’s nice feature, we have used it once or twice, we are not using it on daily basis but we have our sales people taking to our customer every day. They can ask a tons of questions in person. Progressive profiling if when you want to know something from customer, and then you ask then during their site visit or during the landing page. We have used it once or twice, we are not using it on daily basis but we have our sales people taking to our customer every day. Marketing Automation Rules & Flows Progressiv profiling YES 9
- 246. 246 9 What typeof data do you collect? From what source (channel: stores, ecom, others?) What happens outside of Marketo in our recommendation engine, is eg. Jerome would go and look for something, on the site, there is a property that come up and our recommendation has a very robust logic and it would say ok this is a person who clicked on it, can we find 10 more that he would all like? And it would give us that information to us through API, so I don’t particularly own that part, but I was the business partner with them, that this is in the data science group that I work with really closely. We use recommendation engine. Eg if you would go and look for something, on the site, there is a property that come up and our recommendation has a very robust logic and it would say ok this is a person who clicked on it, can we find 10 more that he would all like? Marketing Automation Rules & Flows Recommendation Engine 1 9 What do you believe is up next for marketing automation? As innovation what I see upcoming, they is a notion of predictive blasting, they actually know when a customer opens an email, or click on an email, instead of pushing an email on one big push, they wait and think who are the customer who opens email in-between 10 and 11am, bam shoot them that email, I find this very interesting, I know that personalization on my site has double more engagement, this is the next best thing, than can happen in the industry, the can really help you personalize your content dynamically. I see a notion of predictive blasting, they actually know when a customer opens an email, or click on an email, instead of pushing an email on one big push, they wait and think who are the customer who opens email in-between 10 and 11am, bam shoot them that email Marketing Automation Rules & Flows Predictive analysis 2
- 247. 247 9 What arethe most efficient marketing Automation rules or flows? We give discount especially to normal customers. We measure return on complains which is important, we also have black listed customers. We do scoring customer based on transaction level, frequency, complaints and returns. This is our main KPI. We engage our customer essentially 80% non synchronous and 5% in a synchronous way. We give discount to normal customers only. We measure return on complains which is important, we also have black listed customers. We do scoring customer based on transaction level, frequency, complaints and returns. This is our main KPI. Marketing Automation Rules & Flows Monitoring ROI 2 9 What root cause made you implementing marketing automation and to answer what business question? For what benefit? What was interesting to us about this particular tool is that you can capture customer into one system and then set up an infrastructure to track customer behavior and send some follow up communication to them instead of taking them to the journey without doing to much manual work. To capture customer into one system and then set up an infrastructure to track customer behavior and send some follow up communication to them instead of taking them to the journey without doing to much manual work. Marketing objective Efficiency & savings 2 9 What was the major challenges / limitation in implementing Marketing Automation? You want to make sure, the data go through, take a few sample, you want to ensure nothing is broken, it is an automation, but is also require some babysitting too, I would say a good 40% of our email a like that. Half of our email is half or partially automated, but there is still a good chunk of email campaign that is still managed in the old fashion way. Automation requires some babysitting too, I would say a good 40% of our email a like that. Half of our email is half or partially automated, but there is still a good chunk of email campaign that is still managed in the old fashion way. Organization Marketing Orchestration 3
- 248. 248 9 What wasthe major challenges / limitation in implementing Marketing Automation? If you are a manager and you are building up a function, you need to find the right folks to do this job really well, specialist who are operating this, very QA and focused functions, because they are so many component going there, this is really another piece of automation you must have . If you are a manager and you are building up a function, you need to find the right folks to do this job really well, specialist who are operating this, very QA and focused functions, because they are so many component going there, this is really another piece of automation you must have . Organization Skills YES 3 9 Who is in charge / organizational chart / sponsor for marketing automation? What system architecture do you have? Regarding the identification of MA rules, we work as a team, we have a marketing department that is coming to us with certain pain points, we have the sentiment our customers are telling us they aren’t educated about something right? We would like to do a webinar for them, then we jump in and we start working and recommending them, who we think is best for this kind of activity, because we’ve seen something like that happening before, or we already have a sort of a segment setup for those guys our are fairly active, it is sort of a mixed process, sometime the business come to us and say I need you to follow up and set this up exactly with this criteria, second scenario is when we set up our own nurture program and sometime it is a combined decision. Regarding the identification of MA rules, we work as a team, we have a marketing department that is coming to us with certain pain points. second scenario is when we set up our own nurture program and sometime it is a combined decision. Organization Process 3
- 249. 249 9 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? So who is in my team doing this? We have different flavor of folks doing this, I have about 7 people, I have a guy that who is very like data base almost an engineer, bridging data in through API, code some java, do some crazy stuff that nobody in the rest of the team does, so typically to bring the marketo data inside through API I would have to use somebody like him. But if the data are already in Marketo, I ve got the function call production manager, they are some kind of marketo specialist, they do to coding an email, place it in Marketo, they would create a smart list, they would test them, all around, through the business, to test and approval, they are not quite he heavy engineering, but they can interact with my technical guys, and I have coders on my team, two of them, they do landing pages, and email, so everything to do with html or coding or the way email look like and all together it works really really well. I have in my team: Data base ingineer, production manager and coders. Organization Teams 3 9 How could you improve / optimize the automation process? To be honest we have lot of MA rules, several hundreds, we have a lot of thing setup. Our instance is getting to slow. Bring that up with Marketo if you plan to have so many, it’s for us too busy, slow, and we need more. We have several hundreds of Marketing rules setup. Our instance is getting to slow. Bring that up if you plan to have so many, it’s for us too busy, slow, and we need more. System Architecture Orchestration YES 4
- 250. 250 10 What doyou believe is up next for marketing automation? Let us see how the regulator will do in this area, if he makes it easier or trickier in that regards, it might be more complicated to collect data. In the way you need an opt in for this or for that and that maybe at the end it does Let us see how the regulator will do in this area it might be more complicated to collect data. In the way you need an opt in for this or for that and that maybe at the end it does Business question / Issue Privacy issue 4 10 What root cause made you implementing marketing automation and to answer what business question? For what benefit? On one hand the reduction of the distribution costs, on the other hand to reach out new customer segments and ensure that we address the right customer segment with our offers. The third objective would be to upsell. We earn less and less with the basic product and we’re selling, in order to compensate and earn more we need to up sell, this means if somebody is buying a flight ticket, he might also want to add some luggage, or a seat upgrade, a special meal a hotel or car reservation. We try to increase revenue by selling cross and up sell opportunities. Our objective is the reduction of the distribution costs, on the other hand to reach out new customer segments and ensure that we address the right customer segment with our offers. The third objective would be to upsell. Business question / Issue Efficiency & savings 5 10 What root cause made you implementing marketing automation and to answer what business question? For what benefit? The overall target is to reduce our unit costs. Also for the overall Swiss company and this relates to everything’s, online, or selling it through a travel agency, marketing with more efficiency. Here the fact that digital and online marketing can be measured is very important. The overall target is to reduce our unit costs. Here the fact that digital and online marketing can be measured is very important. Business question / Issue Efficiency & savings 5 10 What was the major challenges / limitation in implementing Marketing Automation? Resources and expertise, maybe the understanding of it to reduce costs and increase sales. Resources and expertise, maybe the understanding of it to reduce costs and increase sales. Business question / Issue Skills YES 6
- 251. 251 10 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? Reducing cost has a lot to do with efficiency and there marketing automation becomes important. By the way, this is a term we do not use here, I do not know what would the term for it. For us it is more online or digital marketing. Our marketing department is dealing with the classical marketing, the branded stuff that also includes the banner display campaign with the traditional way, not necesserily in an automated or targeted way. Their job is to stimulate the demand while the digital team jumps in when the interest of a prospect is given and he is looking for a flight online, this is our distinction between classical marketing and digital marketing. That is the way we share responsibilities. Therefore, we have the knowhow for let us call it marketing automation or digital marketing. We do some remarketing as well. The main reason for this distinction between brand and digital marketing is the know-how. Our team used to have the name direct sales, but it is now also online sales in order to push digital development ahead and put experts together and now the question what is the next step? Should we digitalize the marketing department, and maybe in a few years we will also stop any physical advertising I don’t know… Marketing Automation is a term we do not use here. For us it is more online or digital marketing. Our marketing department is dealing with the classical marketing, the branded stuff that also includes the banner display campaign with the traditional way, not necesserily in an automated or targeted way. Their job is to stimulate the demand while the digital team jumps in when the interest of a prospect is given and he is looking for a flight online. The main reason for this distinction between brand and digital marketing is the know- how. Business question / Issue Process 6
- 252. 252 10 How couldyou improve / optimize the automation process? We just kicked off a process to enrich this database with more and more data, second we analyze the data with richer segments based on affinity models and of course, for the integration of the use case what we do is to propose highly targeted products, which convert very well. This is in implementation right now. We're starting to enrich our database with more and more data, second we analyze the data with richer segments based on affinity models and of course propose highly targeted products which convert very well. Data management Data catching 1 10 How do you store, structure and analyse the data? From what sources? All our customer data is stored in our customer database. Being a legacy company, we used to have several customer databases, so we had to migrate first the several customer databases. In some companies, more or less each division had its own database for different purposes, so we have now one which is the first great achievement and it becoming larger in terms of data and profiles. But all data aren’t’ always interlinked such as transactional data because our customers aren’t’ always identified. If you book from a travel agency, unless you are travelling to the US, you do not need the passport, maybe a name, a flight number but this is it. Without the frequent traveler card, I do not know anything about him. In addition, not everybody has it. So only know a part of our customers, but not all of them. Therefore, we also try to create some synthetic profiles in order to get more data as a base for the analysis. All our customer data is stored in our customer database. Being a legacy company, we used to have several customer databases, so we had to migrate first the several customer databases, so we have now one which is the first great achievement. But all data aren’t’ always interlinked such as transactional data because our customers aren’t’ always identified. Without the frequent traveler card, I do not know anything about him. Data management Data warehouse YES 2
- 253. 253 10 How doyou store, structure and analyse the data? From what sources? We try to segment various customer which is difficult, because when they travel they can be in different situation, e.g. private or business trip so it is not always the same customer in the same segment. We are not yet collecting behavioral data such as search terms, visited pages or time spent yet, we cannot do everything at once. So first, we need to sort out the IT architecture things then we will be able to define an approach using trial and errors because you will never know what really converts or works best. The idea is to enrich the profile more and more with behavioral or external data or with social media, but we focus on the low hanging fruits. Now we only analyze the data at the aggregated level, and not at the customer level or single user. We segment various customer based on their travelling profile. We are not yet collecting behavioral, we cannot do everything at once. So first, we need to sort out the IT architecture things. The idea is to enrich the profile more and more with behavioral or external data or with social media, but we focus on the low hanging fruits. Now we only analyze the data at the aggregated level, and not at the customer level or single user. Data management Segmentation 2 10 How do you store, structure and analyse the data? From what sources? All scoring is made out of the customer database and as long as we can identify users, because we cannot identify everyone, outside the frequent traveler program. We can measure the customer revenue, flight in-outbound per month, but this is made by marketing in order to understand the customer value, but we cannot engage that particular customer segment using digital because we aren’t yet integrated. All scoring is made out of the customer database and as long as we can identify users. We can measure the customer revenue, flight in-outbound per month, but this is made by marketing in order to understand the customer value, but we cannot engage that particular customer segment using digital because we aren’t yet integrated. Data management Segmentation 2
- 254. 254 10 What arethe main success factors? We have with the Lufthansa Group partners both exchanges and common projects about Marketing Automation. We have with the Lufthansa Group partners both exchanges and common projects about Marketing Automation. Marketing Automation benefits Process YES 2 10 What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with marketing automation in your company? We are not that sophisticated I believe in that regards. But since about 3 years ago we started discussing the customer journey, how we address the customer and what we offer him for any of the communication channel, this is basically email but also push notification which can be different depending on the customer situation or along the customer journey, here again we are in the building process. We have started for example with the preflight email which we did not have a year ago, where the customer receives different communication a few days before the departure in order to prepare for his flight. However, we also propose offers that we think fits well to do that, a couple of days before the departure and this is automated of course. Since about 3 years ago we started discussing the customer journey, how we address the customer and what we offer him for any of the communication channel. We have started for example with the preflight email which we did not have a year ago, where the customer receives different communication a few days before the departure in order to prepare for his flight. Marketing Automation Rules & Flows Customer journey mapping 3
- 255. 255 10 How couldyou improve / optimize the automation process? Cost / benefit is key for us, or low hanging fruit. We start with the easiest ones. For example, upselling from economy to business is a good one; this is a good case for us. Identify the right customers who may afford this and suggest it to him. How can we easily identify them? So far we were doing this manually sometime also per phone. Now it is automated with notifications or using banners or in using landing pages. Cost / benefit is key for us, or low hanging fruit. We start with the easiest ones. For example, upselling from economy to business is a good one. So far we were doing this manually sometime also per phone. Now it is automated with notifications or using banners or in using landing pages. Organization Efficiency & savings 4 10 Who is in charge / organizational chart / sponsor for marketing automation? What system architecture do you have? Marketing Automation is a matter of expertise more than culture, understanding this is important and to understand that with it you can drive revenue, and reduce costs. Some understand that well, some other are still in the old world and the question is how many experts do you have. If not hiring an expensive consultant you could hire an internal expert but they are difficult to find, and there are limited in the salary we pay of course, it is a challenge to build up the knowledge. I know companies that are building this knowledge and but even if they have thousands of employees, 80 – 90% are consultants because they have no internal expertise. So this is a way to bring it forward, but if all the expertise is at the consultant, where is the knowledge? If not hiring an expensive consultant you could hire an internal expert but they are difficult to find and there are limited in the salary we pay of course, it is a challenge to build up the knowledge. I know companies that are building this knowledge but 80 – 90% are consultants because they have no internal expertise. So this is a way to bring it forward, but if all the expertise is at the consultant, where is the knowledge? Organization Skills YES 5
- 256. 256 10 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? We are a team of 65 people with our dedicated developers and we are doing everything, not only performance marketing, but also functionalities to book a ticket which has a high priority as topic or migrating back end systems which is a business need even if not a pure innovation. We are a team of 65 people with our dedicated developers and we are doing everything, not only performance marketing, but also functionalities to book a ticket which has a high priority as topic or migrating back end systems which is a business need even if not a pure innovation. Organization Teams 5
- 257. 257 11 What arethe most efficient marketing Automation rules or flows? So in my ideal marketing automation world, you’d’ had a tool that would gather all the data that you know about your customer and your prospect in one place, and that would be on site behavior, purchase history, customer service interactions, emails, email response rate previous campaign, click trough from search terms. All information about customer prospects, you’d be able to do segmentation on that kind of people, and you would be able to build cross-channels automations, multistep automation, and you would be able to say if they bought this but haven’t bought that and have not complained at the customer service. Then we are going to send them an email, and when they hit the site they have some personalization. You should be able to drive the campaign, emails, onsite personalization, push SMS or mobile, but you should also be able to target media stuff like display adds, real time bidding, you should be able to use Facebook, you should be able to do a cross channel campaign for that segment, and if they email bounces for example, you can use real time bidding instead, that is the marketing automation ideal. You’d’ had a tool that would gather all the data that you know about your customer and your prospect in one place. You’d be able to do segmentation on that kind of people, and you would be able to build cross-channels automations, multistep automation. Then when they hit the site they have some personalization. You should be able to drive all campaign at one place, you can use real time bidding instead, that is the marketing automation ideal. Business question / Issue Technology 1
- 258. 258 11 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? We have a high order value with low repurchase rate, because once you bought a dining table, it is probably going to be quite a while until you will buy again, which means that automation based on purchase history is not that useful, buying is a quite long decision making process. In about 46 weeks deciding which sofa you are going to buy so if this is what you want to automate the input is not purchase history but it is onsite behavior, that combination is a bit of a challenge. We have a high order value with low repurchase rate which means that automation based on purchase history is not that useful, buying is a quite long decision making process. For us the input is not purchase history but it is onsite behavior, that combination is a bit of a challenge. Business question / Issue Customer journey mapping YES 1
- 259. 259 11 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? I’ve looked at the MA market at the moment, in the last 12 months, my perception is that among the tool available on the market, there is quite nothing that does everything. My current understanding, is that you can find a vendor that all have that and it works, I spend quite some time looking at the market, and most of the vendors are coming from some historical perspectives. Many are coming from the email marketing, side, and they are quite good on email marketing but they have no idea about onsite behavior. Other vendors come from the onsite personalization and they can do A/B testing, but they have no orchestration tools to do email marketing. And then you have Oracle and IBM that have bought a bit of all that aren’t’ yet integrated. For small and medium size company, you don’t want to spend a million pound on integration project, so you have to pick the one that does the most of it and try to minimize the integration of it. I’ve looked at the MA market at the moment, in the last 12 months, my perception is that among the tool available on the market, there is quite nothing that does everything. Business question / Issue Technology YES 2
- 260. 260 11 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? We do have some marketing automation in place already, because we want to provide a more personalized communication for our customers, but primarily it is to make marketing more effective, while previously we would have sent a newsletter to our mailing list using mail chimp which is the same for everyone, we would like to be able to provide more marketing information at various customers and prospect. Better communication across many different channels should lead to better return on marketing spend, and better conversion, and better customer satisfaction. We want to provide a more personalized communication for our customers, but primarily it is to make marketing more effective. Better communication across many different channels should lead to better return on marketing spend, and better conversion, and better customer satisfaction. Marketing objective Efficiency & savings 2 11 What root cause made you implementing marketing automation and to answer what business question? For what benefit? A number of things, but first brand recognition and for our website traffic generation, driving up conversion are the main things, but our ad spend is definitely designed towards traffic generation, its more measurable, but this is also logic essentially because we’re still a young and small business, once we get bigger will definitely have more brand spend but currently all campaign are measured based on revenue. Our KPI is ROI. For 1 pound we spend what is the revenue? First brand recognition and for our website traffic generation, driving up conversion are the main things, but our ad spend is definitely designed towards traffic generation. Our KPI is ROI. For 1 pound we spend what is the revenue? Marketing objective Monitoring ROI 3
- 261. 261 11 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? So, there is someone in charge of CRM, and marketing automation would be part of CRM and they sit in the brand team, and they would coordinate with the different countries with the local teams, we’re in UK, France, Italy, Netherland, Germany. So the marketing automation piece falls into brand teams, and product management teams which is part of my teams which is responsible for onsite conversion and they would work with data analytics. Technology and product management are both group level function, and everything we do we try to do it relevant for all markets. CRM is now a new function that is a group function, it used to be at country level, but the marketing team are per country who would do individual campaigns. There is someone in charge of CRM, and marketing automation would be part of CRM and they sit in the brand team. CRM is now a new function that is a group function, it used to be at country level. They would coordinate with the different countries with the local team. Product management teams which is part of my teams which is responsible for onsite conversion and they would work with data analytics. Technology and product management are both group level function. Organization Teams 3 11 Who is in charge / organizational chart / sponsor for marketing automation? What system architecture do you have? Typically a new marketing automation rule would be created by the marketing team and technology and technology is included in product management. That is changing, in the future, the person responsible for identifying new opportunities and figure out what we should do is would be between the brand and technology. We also have an analytics team, we are just building our analytics teams, we have one person at the moment, we hope to get a few more in the future, and one person will be responsible for analytics marketing efficiency. Typically a new marketing automation rule would be created by the marketing team and technology. We also have an analytics team, we are just building our analytics teams who will be responsible for analytics marketing efficiency. Organization Teams 3
- 262. 262 11 How doyou store, structure and analyse the data? From what sources? We collect a lot of data but at different places which is part of the problem, so we have google analytics which give good insight about onsite behavior, we also collect AB testing data, this is the ongoing challenge, in our ERP system we know whatever was bought and if the order were delivered or cancelled, in Mail Chimp we know if the newsletter was opened, and we are just in the starting process putting all that together in a data warehouse, We collect a lot of data but at different places which is part of the problem. We have google analytics ,AB testing data, ERP data with purchase history, Mail Chimp for newsletter, and we are just in the starting process putting all that together in a data warehouse. System architecture Data warehouse YES 4 11 What do you believe is up next for marketing automation? My ideal product would be a very simple plugin service that that would put data together, do the segmentation, orchestration without huge integration project, and I would imagine that my favorite thing would be fully automated, our weekly newsletter would be a much smaller part of our activity. My ideal product would be a very simple plugin service that that would put data together, do the segmentation, orchestration without huge integration project, and I would imagine that my favorite thing would be fully automated, our weekly newsletter would be a much smaller part of our activity. System architecture Orchestration 4
- 263. 263 12 How doyou store, structure and analyse the data? From what sources? Parfois le load performance est mis à mal, c’est un challenge. Toutes les données ne sont pas dans la Base de donnée Eloqua (MA). Eloqua recoit une partie des données dans un format qui viennent d’un Data Warehouse. Ensuite le MA enrichit les données. En l’occurrence aujourd’hui les données ne sont pas partagées avec d’autres marques avec Special T ou nespresso. Aujourd’hui je n’ai de la vue que sur mes données. Notre master DataWarehouse joue le role d’une internal DMP. The load performance can be very slow. This is a challenge. Some data come from our data warehouse, then we enrich the data in the Marketing Automation tool. Data management Data model YES 4 12 How do you store, structure and analyse the data? From what sources? On récupère toutes les informations onlines, et on récupère les informations offlines, on le met dans le datawarehouse et avoir la vision holistique du consommateur, les call center capture des données également. En partie on peut regrouper les données online est offline, c’est un enjeu de pouvoir identifier les consommateurs à travers les channels. Au niveau de l’architecture, on a une équipe architecture globale digitale technique, et tous les projets cross-business sont géré par eux. Même si je suis la seule a utiliser Eloqua car je suis la seule à faire du CRM, mais c’est eux qui m’ont recommendé Eloqua. Par exemple Nespresso le fait aussi mais ils ont pas Eloqua, ils ont un autre outil de MA. Mais je ne sais pas lequel. We collect all data, online and offline for our data warehouse, including call centers. We try to identify offline and onlien customers across channels. We're supported by the global technical team. Data management Data warehouse 5
- 264. 264 12 How doyou store, structure and analyse the data? From what sources? La proportion de automation en rapport avec le manuel est environ 50 / 50. On a beaucoup de champ dans la data dictionary, qui nous permet de faire de l’exclusion et des conditions, avec de la segmentation assez fine. A chaque email, réfléchissez ce qui fait sense, et arrêter, de spammer votre base de donnée. Pour éviter l’over spam, on exclut les personnes qui ont déjà reçu un email dans la semaine précédente, en ajoutant un filter, pour moi c’est la base. Si après 3 ans le client n’a jamais acheter en ligne, on va arrêter de lui envoyer des promos pour le e-commerce, il faut arrêter de croire qu’il va le faire après si longtemps. We automate about 50% of our communiation. We can segment very accuratly thanks to our data mapping. Pay attention not to over spam. If a customer does not respond to your communication, remove him from the list. Data management Segmentation YES 5 12 How do you store, structure and analyse the data? From what sources? Le scoring est assez recent chez nous, ce n’est pas complètement structurant même si on a des guidance comment utilizer le scoring pour pouvoir faire de l’emailing en combinaison avec des programme existants. Le data dictionary définit la manière dont est structure la BD, il est très riche donc on peut segmenter la DB de manière très fine. Le data dictionnary est la manière dont on définit le data dans Eloqua. Si tu prends un consommateur qui s’est enregistré en 2010, tu as toutes les infos sur quand il a acheté qu’est-ce qu’il a acheté, quel produit a-t- il acheté, c’est un volume de donnée qui est monstrueux, alors il faut sélectionner quelles donnée on souhaite recevoir, et comment on les reçoit. Scoring is pretty new for us. We have guidance how to map our data base. We have a data dictionary which allow us to target with accuracy. This is a huge volume of data, you have to carefully select what you want to receive. Data management Segmentation 5
- 265. 265 12 How couldyou improve / optimize the automation process? Le marketing automation est trop centrique sur l’email, il faut dépasser ce cadre, et pour moi il faut que cela soit plus omni Channel et cross devices, plus du données maitrisées et actionnables. La personnalisation devient de plus en plus basique de manière dynamique. Plus d’info et de data, plus de pertinence, c’est l’enjeu. Pour l’instant pas de predictive modelling. On en reste au A/B testing. On fait encore très peu de attribution modelling, c’est pas la priorité pour moi. Il faut beaucoup de data pour ça. We do too much marketing automation with email marketing. We should go beyond, cross devices and cross media and have more actionable data. Marketing Automation Rules & Flows Orchestration 6 12 What are the most efficient marketing Automation rules or flows? Pour nous les KPI sont les classiques, opening rate, conversion rate car certain programmes ont un objectif ecommerce, par exemple le abandonned card program est le programme avec le meilleur taux de conversion, on est à 7- 8%, donc pour moi c’est un premier basique. Our KPI are openting rate, conversion rate and sales. Abandoned card program hsa the highest conversion rate with 7-8%. Marketing Automation Rules & Flows Monitoring ROI
- 266. 266 12 What partof the selling process (Capture, Nurture, Sell, After-sale) is concerned with marketing automation in your company? L’important c’est d’obtenir l’opt-in de l’utilisateur, il va s’enregistrer sur le website, une fois que j’ai l’optin, je saurai s’il achète online, même si la partie des ventes en ligne est une part ridicule, je sais qu’il achète surtout offline, voir exclusivement pour un grand nombre, mais il est vrais que je ne possède pas la data de ce qui se passé offline, donc la seule manière d’identifier les user offline, c’est quand ils vient s’enregistrer online. Notre stratégie est justement d’amener et de capter les utilisateurs offlines sur la base de données automation. D’ailleurs 90% de cette base sont des utilisateurs ou acheteur offline. On a des mécanique drive to web après l’achat de la machine qui peuvent être dans la machine quand tu l’ouvres qui dit va t’enregistrer et tu obtiendras un voucher pour le web shop, tu obtiendras des points, un an de garantie extra, ça c’est une décision locale, mais ça c’est la priorité, car on sait qu’on gagne l’optin quand tu achètes la machine, c’est le moment « honey moon », le client est super excité il a une nouvelle machine, c’est à ce moment qu’il faut attraper l’optin. What maters is to get the opt- in. Being an online of offline cucstomer does not matter. Our strategy is to capture offline user data which represent 90% of our users. We have drive to web program when you opend your machine you get an invitation with a promotion. At that moment the customer is super excited with his machine, you have a better chance to get the opt-in. Marketing Automation Rules & Flows Programs YES 6 12 What was the major challenges / limitation in implementing Marketing Automation? A cause des gros budgets engagés n’est nécessaire de le faire. Passer de 5 programmes à 8 c’est assez cher, il faut démontrer le besoin et l’efficacité. Notamment sur les gros marché, les plus CRM. Implementing new program is pretty expensive. You need to demonstrate the needs and efficiency Marketing Automation Rules & Flows Monitoring ROI 8
- 267. 267 12 What wasthe major challenges / limitation in implementing Marketing Automation? La difficulté est que j’ai des marchés qui sont e- commerce centrique, et ils utilisent Magento. Le problème est qu’ils ne voient pas que le eCommerce est pour la vente mais il faut une brique CRM. Certain marché pense trop en silo, soit en eCommerce soit en marketing automation, mais il faut les deux ensemble. Avoir un site ecommerce c’est bien, mais si on ne peut pas créer du trafic. Ensuite il y a le welcome program, il y a tout une éducation a faire pour le nouveau client, sur la machine, sur l’entretien, donc le welcome programme est clé, c’est la priorité no 1. Ensuite il y a le machine care. Notre machine a besoin d’être entretenue au risqué d’être usée par le calcaire, et on envoie des reminder, tous les 3 ou 6 mois. Ensuite on a le soft drive, first purchase, si par exemple tu as acheté à la date N, si 6 mois plus tard t’un n’a toujours pas acheté, peut être que tu hésites, alors on envoie un email avec une promo ou un code. eCommerce is important, but it cannot work well without the CRM component, they work together. CRM allows us to do drive traffic in using some welcome programs to drive traffic or the machine care program, soft drive, frist pruchase programs Marketing Automation Rules & Flows Programs YES 8 12 What are the most efficient marketing Automation rules or flows? Il y a aussi des clients enregistrés mais en opt- out, alors nous n’avons pas envoyé des campagnes sauf pour leur envoyer des Surveys avec une invitation à entrer dans le programme Nescafé Dolce Gusto, et on sait qu’il y a une bonne conversion. Je ne peux malheureusement pas donner le taux de couverture de client offline enregistré dans la base de données. We also invite opt-out users to invite them answering a satisfaction survey. This is a chance to enter our program and their is a good conversion rate. Marketing Automation Rules & Flows Satisfaction programs YES 1
- 268. 268 12 How couldyou improve / optimize the automation process? La priorité c’est l’élargissement, du profil consommateur en ayant plus de data tout en gérant les performances du data c’est pour moi le next steps. Et absorber toute la big data. Ensuite c’est la formation, rappelle les basics, établir les bonnes pratiques, le AB testing par exemple. For me this is to extend the data in keeping an eye on data load performances. Then it is training and best practices. Marketing objective Data catching YES 3 12 What part of the selling process (Capture, Nurture, Sell, After-sale) is concerned with marketing automation in your company? Au niveau de l’acquisition, on n’est pas encore au niveau des tactiques look alike modeling, par contre nos guidelines préconisent environ que 15% du media devrait aller sur le search ou google display network, ensuite c’est par marché, certain von mettre 5% certains vont mettre 20%. Donc les 15% c’est pour la marque. Le CRM est customer centric, il n’est pas webshop centric. ON fait aussi un peu de Facebook. On utlise le scoring pour pouvoir mapper la data base. Pour faire de la segmentation. Une façon de segmenter plus finement. On a des programmes liés au scorring. We recommand 15% digital spend. For us CRM is customer centric, not eCommerce centric. We use the scoring to map our data and use our programs. Marketing objective Marketing mix YES 3 12 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Le digital leader doit équilibrer son mix. Pas uniquement du CRM pour la vente, pas uniquement de la communication et du nurturing, il faut faire les deux. Par exemple information sur des nouveaux produits des nouvelle recettes, du contenu intéressant, et il faut surtout de l’émotionnel, contacter le top Customer et leur dire merci. Apres acheter online ou offline, c’est vraiment pas important, il faut qu’ils consomment, mais peut importe le channel. Our marketing mix has to be balanced, not just selling, but also marketing and nurturing, including emotion, reward best customers. For us online or offline does not matter. Marketing objective Marketing mix 4
- 269. 269 12 What rootcause made you implementing marketing automation and to answer what business question? For what benefit? On a commencé en 2010-2011., le CRM existait, ce n’était pas une révolution, et comme notre produit est assez compliqué avec nos machines système, il fallait faire de l’éducation, ou le contact 1 to 1 était très important, et tu peux pas le faire en 20 seconde a la TV, notre business a un challenge éducationnel important, et les volumes impliqués sont ingérable à la main. Du moment où nous avons lancé le webshop, il a été claire que le eCommerce tout seul ne fait aucun sense sans avoir un programme CRM associé. Ce sont ces deux axes qui ont fait que le marketing automation est devenu une nécessité. Our product is pretty complicated, we need to educate customer. You can't do this in 20 second on TV and the volume of contact is impossible to manage manually. As soon as we launched eCommerce, it became obvious to have a CRM associated. Marketing objective Nurturing YES 5 12 What root cause made you implementing marketing automation and to answer what business question? For what benefit? Il y a des marches avec un niveau de maturité proche de zero voir négative comme le panama, Turquie, et Malaisie. Donc ces marchés ne seront pas capables de leur propre initiative de créer un email ou un Template. Des fois ils n’ont pas d’agence locale. Nous leur permettons d’entrer dans le marketing automation sans expertise, donc ils peuvent passez de l’emailling de base au CRM grâce à notre outils globale et des programmes globaux, ou des master templates, des versions en anglais de tous les emails, avec des images et après ils localisent, donc il peuvent aller tres vite, sans avoir d’expertise, d’argent, c’est ça l’avantage. Some markets have very low maturity level. With our corporate support, they have the opportunity to go faster to market, with less money and less expertise. Organization Skills YES
- 270. 270 12 What wasthe major challenges / limitation in implementing Marketing Automation? La premiere approche n’est pas facile, ça semble hyper compliqué à comprendre. Un website c’est très technique, ce n’est pas grave c’est visuel. Mais le CRM c’est moins visuel. C’est difficile à expliquer qu’on va envoyer le bon message au bon consommateur au bon moment. Etre capable d’expliquer ca ce n’est pas toujours facile, ça parait très techos, donc rendre quelques de concret qui est à la base automatisé n’est pas simple. Au niveau de la protection des données, les allemands et les Russes sont les plus contraignants. Les Marchés doivent s’adapter au marché spécifique. Pour moi ce n’est pas ça le plus grands problème, le plus grand problème c’est expliquer la différence entre le marketing automation est l’emailing. A website is easy to understand. CRM is unvisible, harder to explain. The good message at the right person, the right moment is hard to explain. How different is emailing from marketing automation. Organization Process 7
- 271. 271 12 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? Cette agence est responsable de la formation des marches, de technical onboarding, ensuite je donne des guideline comme programme tel que, un welcome programme, un machine program, un first order push, un abandoned basket, donc on établit d’abord les basiques. Donc j’investis entre 10 et 100’000 euro pour développer les masters programmes, et les marchés n’ont qu’a payer la localisation. La dessus vient plein de sharing sessions je peux passer mes messages, ensuite le marché va contacter notre agence, ensuite on fait un call ensemble avec moi, l’agence et le marché pour faire le onboarding call, ensuite ils vont décider quel programme spécifique ils vont implémenter. Les années suivantes, il faut suivre les marches et leur rappeler d’avoir un programme annuel afin d’optimiser le setup, donc tous les marches peuvent faire évoluer leur set up vers plus de programmes, donc on contact les marchés pour les pousser, pour leur demander leur target, pour maximiser l’adoption, pour que l’investissement qui est fait au niveau global soit pertinent au niveau marché. We work with an agrency which is responsible of the market onboarding. I set up guidelines and we define programs such as welcome program, machine program, first order push, abandoned basket, so we set up the basics. On top I share best practices across markets. Then we ongoingly develop our programs to enrich marketing autonmation opportunity. Organization Process 8
- 272. 272 12 Who isin charge / organizational chart / sponsor for marketing automation? What system architecture do you have? Aujourd’hui mon rôle est global CRM business intelligence advisor au niveau global, notre rôle c’est de sélectionner les outils globaux comme le site web ou le marketing automation, qu’on impose aux marches, pour qu’ils ne réinvente pas localement la roue, et que cela soit économiquement le plus pertinent, et je développe des master programmes, qui sont ensuite localisable par les marches. I'm responsible for CRM business intelligence. I develop master programs to be localize for our makets, to reduce cost and increase efficiency Organization Teams 8
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- 277. 277 9 Declaration ofAuthenticity Master of Advanced Studies in CRM 12 Persönliche Erklärung Ich erkläre hiermit, dass ich die vorliegende Arbeit selbständig, ohne Mithilfe Dritter und nur unter Benützung der angegebenen Quellen verfasst habe. Der Studierende: Jerome Vittoz Zürich, June 3rd , 2016