PowerPoint Presentation
How can we really turn data into profit?
CR:
Data can be truly awful. Its probably the most challenging part
of the marketing mix, and yet arguably the most essential. Soon to
be vital. There are successful businesses operating without any
insight (wantthattrend example), however they will ultimately
plateau without the insight to drive them to the next level.
1
Data
Processes
Systems
Metrics
QuestionsAnalytics
Profit
Analytics
Activity
CR:
Natalie and I are going to take you through a journey to
discover how Allies and Certainly Wood worked closely to embed
OroCRM into their day to day processes to drive real profit from
marketing activities that wouldnt have been possible without
OroCRM.
NS:
Weve distilled down the critical parts of the puzzle and will
take you through the challenges we faced and how we addressed
them.2
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityB2C
TransactionalCurrent: NationalCurrent: LocalLegacy ImportB2B
TransactionalCurrentLegacy ImportB2C Contact B2B ContactESP
NS:
Our data is relatively complex. Not only do we have an
environment where consumers can placed orders online and by phone
(with National and Local site variants), all of which is processed
by Magento, we also have a varied wholesale channel where order
data is processed in a bespoke deployment of the Exchequer
accounting ERP platform. Oh, and we also had an ecommerce
proposition before we switched to Magento; this legacy data was
held in an older CRM system.
CR:
This presented a number of challenges when deploying OroCRM. Not
only did we need to build a customised integration for the
Exchequer system, we also needed to manage the import of legacy
data and ensure that customers were correctly tied together,
minimising duplication.
To do this we created a distinct B2B channel in Oro to handle
the wholesale data, and built a bespoke Single Customer View that
uses a weighted hierarchy of an extensive number of attributes to
match customers together automatically after the data is brought
into the system.
The B2B clip illustrates the new main menu item, where we can
monitor the data flow into OroCRM, and check everything has
processed correctly. The Sub Menu under the Customers option,
allows us to delve into the processed data. We can see a grid of
all records, and drill down into any record. A single page gives a
view of all the information and activity for the customer, and we
have also built a bespoke billing report to Certainly Woods
specifications, allowing them to easily reconcile data across
OroCRM and their accounting systems.
3
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityMulti-site
MagentoOroCRMESPB2B Accounting and ERP
CR:
Aside from the B2B integration, the technology stack is right in
the sweet spot for OroCRM
NS:
Right simply Magento for ecommerce, and Mailchimp (Sorry
Dotmailer) for Email campaigns, both of which integrate very well
with OroCRM.
CR:
The next steps might be to look at Zendesk to provide a broader
remit, cetnralised customer service platform, also integrated with
OroCRM.4
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityManaging
consumer contact trailsConducting performance reportsManipulating
and extracting data for use in Marketing CampaignsVIDEO CASEs, TAGS
and CUSTOMER RECORDS + B2B CONTACT FORMSAllies customised Case
audit trails, reporting and Direct-to-Oro contact forms
CR:
When building out the scope for the CRM solution, we needed to
consider how Certainly Wood team members currently managed things
like customer contact data, sales pipeline management and reporting
of results. Often this was siloed between different individuals,
with each using a different way of handling the information. We
also had to take into account varying levels of technical comfort
in the business, and design training and advice that suited
everyone.
NS:
We operate a pretty lean operation at our head office, so
transitioning from each staff member managing a discrete
spreadsheet, or even paper notes of customer contact information to
entering info directly into OroCRM has been an instant efficiency
boost. Now anyone who answers the phone or sees a support email
come in from a customer can bring the customer record up and see an
audit trail of previous contact touches, its improved customer
service and reduced the time needed to resolve queries.
CR:
Weve built the case activity right into the main customer view
screen, and between Allies and Certinaly Wood, came up with a
Tagging Heirarchy to enable the teams to tag up particular
customers in very specific ways, and understand easily how they
should be handled.5
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityHow
do we make the data accessible to marketers, channel managers and
executives for use in decisions? Allies built a bespoke Customer
Statistics package to translate raw data such as order dates, into
aggregated variables for segmentation and reporting; Days Since
Last Order, Days Since First OrderVideo
CR:
So now the data is in, processed and usable. How do we make it
accessible to the inte4rnal teams at all levels to contribute to
them developing a daily sales culture that helps transform the
business continually.
NS:
Prior to deploying OroCRM, it was a very protracted process to
extract key data for measuring how our business was performing. We
used a combination of Google Analytics and our accounting platform,
and lots of manual manipulation in spreadsheets. Even with that, we
still couldnt look in detail at RFM metrics, and we were not able
to really segment our customer base at all.
CR:
OroCRM comes out of the box with a bunch of useful reporting
metrics, but we needed to run reports based on our fully aggregated
Single Customer View, and we also wanted to take it a step further
and make it even more accessible for the wider team. So, we built a
bespoke Customer Statistics entity, and created new variables that
translated the data directly into KPIs that could be used as
filters or for exposure in Grids. Examples you can see in the
video; Customer Lifetime Value, Average Order Value and other
recency and frequency orientated variables.6
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityHow
many customers have we really got?Whats the split of new and
returning customers, last month, this month, this quarter, this
financial year?Whats the average Customer Lifetime Value?Whats our
AOV and how does it change as we promote in different ways?Who is
shopping online with us, and also with our resellers?Whats our
retention rate?How often do people top up on more regular
consumable products?What proportion of our revenue comes from our
top RFM band?Can we profile our customer base using RFM, Marketing
Engagement and Behaviour?Whats our split of single to multi
buyersHow many people have lapsed? Who are they?
CR:
In order to drive the process of turning the data into
actionable marketing and sales activity, und ultimately profit, we
need to ask questions that interrogate the system and bring out
useful insight.
NS:
Heres a snapshot of the kind of questions we wanted to try and
answer in our complex landscape of online retail with national and
local variation, combined with a multi-variate wholesale
proposition.7
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityUnprecedented
slicing and dicing of the sales funnel for niche wholesale
customers to maximise leads.High levels of accuracy and deep
insight into the consumer customer base.Cross-analysis between
Consumer and Wholesale data
NS:
We really needed to be able to see which consumers bought both
from us direct, and also through our reseller network. Similarly,
we needed to be able to analysis our top resellers by branch and
head office where relevant, and have some facility to capture
information about what type of business they operate, and what
stage of the sales pipeline they are in at any given.
CR:
Reports have been built to that end that allow all of the points
Natalie mentioned to be discovered, along with repeatable dynamic
reports that aggregate key information by region and postcode,
giving the field sales network a new level of insight to help their
day t o day activities, both from the perspective of the right
accounts to focus on, but also to be able to track where leads have
progressed for example if a prospect has converted by calling
directly into the office, outside of the cycle of visits.
8
Analytics Dashboard Example
CR;
Heres an example dashboard built with our custom variables.
It is real data from an Oro Instance, not Certainly Wood (just
to keep sensitive commercial information out of the public domain),
it illustrates the type of visualisation that can very rapidly be
constructed from data manipulated within OroCRM.
In this example, we can clearly see the opportunity to push
Average order values higher in some territories, similarly we can,
at a glance see that we have a challenge to nurture first time
customers on to buy again (78% of the customers in this dataset are
single buyers), and then retain them beyond 6 months to prevent
them from lapsing across all global territories, around 50% of the
base are not retained long term.
Having rapid access to repeatable reports that bring this
insight to fore is critical to make smart marketing decisions.
NS:
For Certainly Wood, having this overview, alongside our daily
run rates and targets, means we can quickly address any potential
shortfalls in any given time period, and we can also ensure that
the activity that we are conducting is driving both instant revenue
gains but also working toward shifting the balance on any long term
KPIs too. We can be responsive to market conditions, react sensibly
to unpredictable circumstances, and make great decisions that the
Board buy into.
9
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityAutomated
customer lifecycle management through OroCRM segmentation and
synchronisationClean and accurate data for highly targeted,
effective and efficient Direct Mail to consumersMore leads
converted in wholesale niches, in less timeIn-season offer
management to aid retention and leverage key customersAccess to
multi-variable segmentation to discover the optimum export for
social lookalike audience advertising
NS:
As soon as we had answered some of the key questions and started
to build an insight picture, we were able to segment the customer
base and kick off our automated email marketing programs to handle
various stages of the customer lifecycle
WelcomeConversionAccount CreationPost Purchase (With multiple
variants)ReactivationEngagementBasket Abandonment
CR:
As soon as those essential programs were in place, we could
start delving deeper into the data with a view to layering in
automated emails to address other scenarios, or even more targeted
niches.
Loyalty Balance Statements - Customised SweetTooth variables in
Magento to Oro ConnectorReferrals Referal shortcode
customisationVIPBrowse Abandonment using the PiWick tracking script
to understand more about logged in customers on-site behaviour
Weve also created entities to allow the data to be exported to a
Data Hygiene provider such as Experian, and then reimport and
utilise clean data in future marketing activities. For example, we
discovered a number of individuals on our customer base who are
listed on the Mailing Preference Service, or even more important to
understand, a number listed on the industry Bereavement registers.
Clearly we want to eliminate those recipients from any marketing.
We also need to understand if people have moved house Certainly
Woods business relies on customers who need to burn wood in a fire,
a wood burning stove or an Aga if great customers stop buying for
no apparent reason, perhaps theyve moved house and no longer have
an appliance that requires Kiln Dried Logs we can help Natalie and
her team understand those nuances using the National Change of
Address listings, and marketing appropriately to the new owners of
the house where we knew a great customer once resided!
10
Post-Purchase Campaign Example
CR:
This campaign is taken from a B2C segment and automation flow,
however the same principle is applied for the Lifestyle B2B
audiences, driven from customer contact forms that feed directly
into OroCRM.
We have built underlying CRM Marketing Segments to facilitate a
modular approach starting with a segment to validate Email Opt in
for a belt and braces, best practice approach to consumer
marketing. The next step was to build a marketing segment that
isolates all the first time buyers. Following on from that we
created a segment to understand who has bought a specific
combination of products, in this case Logs, but not Kindling or
Flamers. With this modular approach its easy to build up a series
of variants of the same kind of theme in this case we have three
post purchase variants to handle a variety of 1st basket
scenarios.
Following this example through, we then build a dynamically
synchronised list that creates and maintains a segment in
Mailchimp, passing the appropriate nomenclature through to the
ESP.11
Timing determined by Mailchimp, with a fallback transactional
conditionTarget audience match condition driven from the OroCRM
segmentOnce recipients have completed the workflow they are removed
from the segment
NS:
Within the Email Platform we can simply set the conditions to
apply only to subscribers who are part of the relevant segment
that\s been synchronised from OroCRM and send them a pre-determined
pattern of emails. These can still be personalised with specific
information in this instance we have pushed up the first name field
via the API, so can use the First Name merge tag to keep the comms
feeling human for the recipient.
We also ensure to remove them from the flow after completion to
prevent duplication or multiple emails hitting the same persons
inbox.12
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityFactoring
in OroCRM licensing and development costs, marketing and
operational costsROI from campaigns so far;
Segmented Promotions: 3,186%Direct Mail: 1,050%Automated Email:
5,111%Payback time for OroCRM investment, 3 months
NS:
To date, the investment made into OroCRM has been fully
recovered, and we are now seeing the incremental revenue from
programmatic marketing build.
CR:
ROI will continue to increase over time, as the customer base
increases. Programmatic email marketing drives more incremental
revenue, and the proportion of investment in OroCRM decreases
against the revenue generated.13
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivity
DataProcessesSystemsMetricsQuestionsAnalyticsProfitAnalyticsActivityCurrent
and legacy data from multiple systemsScope and understand
requirementsAsk the right questionsAssess the ROI and deliver
profit from the dataDeploy an efficient, relevant technology
stackDetermine the critical KPIs for Certainly WoodDrive useable
insightConduct data driven marketing campaigns
CR:
In Summary
14
Whats our next step?
CR:
So where do we go from here.
We have great data, clean and high quality, with an accurate
view of each individuals behaviour, and a full spectrum of
multi-channel marketing campaigns being served automatically and
tactically.
15
Transactional Data We know what they bought, how many, and how
long agoCampaign Data We know how responsive they are to email
campaignsStatistical Data we know their AOV, CLV, repeat buy rates,
usage and replenishment algorithms, customer contact trail dataOn
site behaviour We know what theyve clicked and visitedPromotional
information We know which offers they likeLoyalty and referral data
We know if theyve told other people about us and built up a loyalty
balance with ESPDear [Ms Personal],
Thanks for being one of our very best customers!
Youve built up a loyalty point balance of [xx] which also
includes a fantastic referral bonus.
Click to buy this bundle now
Weve put a little package of goodies together for you that we
think youll love, and best of all you can spend all those lovely
loyalty points and get [xx] off the RRP Cosy!
[3 months] supply of logs, kindling and flamers for just [xxx]
with your loyalty balanceOroCRM Segmentation and Synchronisation
with ESP, combined with ESP automation and Merge Tags fed through
customised Magento Connector
CR:
We know what our customer buying behaviour is, from the
transactional dataset. We also know how responsive they are to
email campaigns, as well as statistical KPI's like Customer
Lifetime Value and Average Order value.
We can calculate our product usage and replenishment rates and
work up algorithms to automate that information.
Not only that, but we can see how customers behave on our
website, and connect session activity to the individual customer if
theyve logged in.
By layering in information about any given customer reaction to
a particular promotion, alongside how they work for us to refer new
customers and build up a loyalty balance, we can build up a
remarkably sophisticated picture of each customer.
NS:
Using OroCRM to segment on these criteria, and then by
synchronising segments from Oro and key metrics from Magento
directly to the email platform, we can construct highly targeted
and personalised, automated email communications that present the
right balance of product and offer to the customer, without going
to far into George Orwell / 1984 territory!
CR:
This example personalises the name of the recipient, their
loyalty balance, the amount they will receive off the RRP of a
bundle of products dynamically pulled in for them based on usage
patterns (with a handy suggestion of how many months supply this
might entail), calculates the price they will actually pay after
their loyalty bonus is subtracted, and then has a CTA that allows
the consumer to clilck directly through to a loaded basket on site
ready for upsell, cross sell or checkout completion.
16
Thank you
CR:
Thank you for listening. We welcome any questions at this
point.17
fin
Slide 3 VideoBack
CR:
To do this we created a distinct B2B channel in Oro to handle
the wholesale data, and built a bespoke Single Customer View that
uses a weighted hierarchy of an extensive number of attributes to
match customers together automatically after the data is brought
into the system.
The B2B clip illustrates the new main menu item, where we can
monitor the data flow into OroCRM, and check everything has
processed correctly. The Sub Menu under the Customers option,
allows us to delve into the processed data. We can see a grid of
all records, and drill down into any record. A single page gives a
view of all the information and activity for the customer, and we
have also built a bespoke billing report to Certainly Woods
specifications, allowing them to easily reconcile data across
OroCRM and their accounting systems.
19
Slide 5 VideoBack
CR:
Here we can see each customer contact point logged by date, with
a snapshot title and the status of the Case. Weve pre-built a
report that lists cases by customer and gives a daily picture of
the cost of resolving each issue. We can also see on this report, a
more detailed description of the issue, as well as RFM metrics to
ascertain the value of the customer.
For specific B2B enquiry tracking and management, weve also
constructed CMS driven landing pages with custom contact forms that
feed directly into OroCRM, capturing prospects right into the
Contact entity, where they can be automatically resolved into
Customers once an order is placed through the B2B Channel.20
Slide 6 VideoBack
NS:
Prior to deploying OroCRM, it was a very protracted process to
extract key data for measuring how our business was performing. We
used a combination of Google Analytics and our accounting platform,
and lots of manual manipulation in spreadsheets. Even with that, we
still couldnt look in detail at RFM metrics, and we were not able
to really segment our customer base at all.
CR:
OroCRM comes out of the box with a bunch of useful reporting
metrics, but we needed to run reports based on our fully aggregated
Single Customer View, and we also wanted to take it a step further
and make it even more accessible for the wider team. So, we built a
bespoke Customer Statistics entity, and created new variables that
translated the data directly into KPIs that could be used as
filters or for exposure in Grids. Examples you can see in the
video; Customer Lifetime Value, Average Order Value and other
recency and frequency orientated variables.
21
Data CleanseBack
CR:
Weve also created entities to allow the data to be exported to a
Data Hygiene provider such as Experian, and then reimport and
utilise clean data in future marketing activities. For example, we
discovered a number of individuals on our customer base who are
listed on the Mailing Preference Service, or even more important to
understand, a number listed on the industry Bereavement registers.
Clearly we want to eliminate those recipients from any marketing.
We also need to understand if people have moved house Certainly
Woods business relies on customers who need to burn wood in a fire,
a wood burning stove or an Aga if great customers stop buying for
no apparent reason, perhaps theyve moved house and no longer have
an appliance that requires Kiln Dried Logs we can help Natalie and
her team understand those nuances using the National Change of
Address listings, and marketing appropriately to the new owners of
the house where we knew a great customer once resided!
22
Thank you
Dinner: 6pm @ The Brigade (5min walk)
