It is for both brand managers and Marketing Agencies to show how to use customer data in order to stop 'campaigns' and start long-running 'conversations'.
This drives improved ROI for brands (retention, lower costs, higher response rates).And for agencies, can be a new income stream (selling data services, analysis, results-based fees).
Event is in London, UK on Tuesday 29 April. The Secrets of Closed Loop Marketing Event Details:
It is free to attend.
The product is called Data Centre. It is a desktop application for the marketing department / marketing agency. It uses data feeds from multiple sources (sales, prospects, e-commerce etc) drawn overnight.
It is innovative in that it enables:
- Single Customer View
- Customer Data Profiles
- Highly targeted marketing campaigns in a closed loop environment
The major smart thing about it is that your data CAN be siloed, CAN be in multiple formats and places and Data Centre CAN STILL be used.
Data Centre allows you to
- run multi-channel campaigns
- by-pass the IT department….(!)
- closed-loop tracking and analysis for SMS, email & telesales
- web and email marketing integration
Can you blog / circulate it? Anyone who wants copies of the case studies (Kettle Crisps, Hoverspeed) write a comment and I’ll send them over on email.
Afterthought… if you have a client who you want to challenge and educate about integrated campaigns, bring them along!
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They wrote a book, called Web Design for ROI.
Key learning from this session: Judgements made are very quickly online. Improved design can make users take more actions that you want them to do. Small % improvements can lead to significant ££$$ revenue growth.
Reasons for writing it – frustration… the business case and the design guidelines.
Clients don’t understand the impact design can have on their
business metrics led by a good user experience and a better web
interface.
Clients mostly think they want a Ferrari website… but it frequently
doesn’t lead with a clear business objectives. Usually they need
functional, utilitarian but good looking. What they have is a long way
from either of these!
- 43% of retail (offline) sales are influenced by knowledge gained by
online research. 83% of businesses use the internet to research and
find potential vendors. [true – I did the database research in this
way]. - Judgements made are very quickly made online. Reactions to a new
web page are made from 1/20th of a second…. likelihood of interaction
is part of the reaction to these first snap impressions.
How to improve Conversion and ROI – More traffic to your site
doesn’t necessarily bring more sales. Improve the user experience on
your site and improve conversion rate first before expanding your
marketing to drive people to the site.
Case study an increase of 0.1% of conversion rate (from 2% to 2.1%)
lead to 11x increased ROI and $1.2m incremental revenue. Slide from
Jacob Nielson.
Sandra – the power of small changes on your site.
Key areas Home pages and the checkout process.
Home pages – …. Key question: where
is the stuff I want? Remember, your business goal may not align with
customers’ desires. Make the action area on the site very clear….
Shopping cart – abandonment rate of 59.8% across all industries. Check your stats for this.
Reasons – button design…. better improvement so it is obvious what each button does. 
Biggest is most visible and in best place on the page.
Case study Lumens – before 
and after.
Outcome was 20% reduction in abandonment rate.
Single page checkout is new. Cf Obama and Chris Dodd donations page.
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