Give your online customers the shop around the corner experience

1Copyright © 2010 SAS Institute Inc. All rights reserved.

Online CustomersShop around the corner

Customer Web Analytics and Online Personalization

Experience

Give your

Marta Pichlak-MiarkaBusiness Consultant Customer Intelligence, SAS Institute




September 19th


1 month later…October 19th


Customer CentricWe want to become

Easier said than done


4+1 ChallengesTo restore shop around the corner experience


1# Challenge

No customer level online data


Okapis have some real identity issuesThey can’t be sure who they’re attracting or why

www.sas.com/okapis


Customer Experience

Usa

bili

ty/w

eb s

ite f

ocu

sO

nlin

e c

han

nel on

ly

Web Traffic

Dir

ect

Mark

eti

ng/R

OI

M

ult

i ch

an

nel

SASCustomer

Experience Analytics

Web Analytics


2# Challenge

Get the data ready for analytics in real timeSource the warehouse with digital data


Without dedicated infrastructure feeding the warehouse with digital data is like teaching an elephant to tap dance.

Data Quality

Data StructuresRight

Data EnvironmentReady for Analytics

Richness of Data

Real TimeReady for


Real Time ActionIf you can’t take

Why you want real time data?


Real Time Action

Next best offersPersonalization

Fraud Detection/Prevention

Real TimeScoring

15

Copyright © 2010, SAS Institute Inc. All rights reserved. 15

One size does not fit allPersonalizing web site experience


Request a web page

Customer Browser

CMS requestDecision/

Next best offer

Content Management

System (CMS)

Real Time Decision Engine

Data Engine:Request current

session dataand history

Real Time Collection Data

Server

Collect currentSession Data

Historical Session Data

Modeling Engine:Return Next

best offer

Delivers Web Page

Personalization Display Web Page

Store response

Customer responds to offerCustomer does not respond

Web site personalization process flow



Marta new arrivals from Nine West and Guess

Change image to nine west


3# Challenge

Act in real time but take the relationship approachIntegrate online data with offline


Real Time vs. Long Term Avoiding mistakes/cart abandonment


Session

TimestampSession IDUser IDActive DurationPage ViewsCampaignReferrerUserSource(s)UserType(s)BrowserUserSpeedNetworkSpeedext. SearchtermsSearchengine

Content

Session IDPage ID (incl. Hierarchy)TimestampeyeballtimeCampaignReferrerUserSource(s)UserType(s)Browser

Detailed Data (Individual Level)

1:N

Page PerformanceTimestampSession IDPage IDLoad timeViewTimeetc.

Forms

TimestampSession IDForm IDFeld IDValue

Transactions

TimestampSession IDTransaction IDStep

Goals

TimestampSession IDGoal ID

Promotions

TimestampSession IDPromotion ID

Internal Search

TimestampSession IDSearch Phrase

Broken LinksTimestampSession IDPage IDLink Used

Scripterror

TimestampSession IDPage IDError

Browser SizeTimestampSession IDPage IDWindow Size

BrowsersTimestampSession IDBrowser IDBrowser Attributes

Clicked LinksTimestampSession IDPage IDLink

N:1

N:1

N:1

N:1

N:1

N:1

1:N

1:N

1:N1:N1:N

Visitor

User IDLast VisitRecency (days since last visit)Frequency (number of visits)Latency (Avg. days between visits)Monetary (Points)Originating Campaign

N:1

Logins

Session IDUser IDLoginCustomer ID1:N

N:M

Customer

Customer IDNameAgeProductsetc.

N:1

CRM / Customer AnalyticsCRM / Customer AnalyticsWeb IntelligenceWeb IntelligenceStrategicMarketingStrategicMarketing

Relationship approach


Zebras have stripes as distinctive as fingerprintsThey know how their individual patterns set them apart

www.sas.com/zebras


4# Challenge

Deliver consistent experience acrosschannels


4+1 # Challenge

Respect Customer Privacy


Contact Center

Good morningI would like to check the balance on my account

Off courseYour current balance is 22 400 €

I’ve seen that you’ve done a simulation with our Online mortgage calculator. Is there anything I can

help you with?

Actually YesI was looking for….

Thank you


Retail Store

Thanks for shopping with us at Delhaize

Welcome to Delhaize Direct

Great! Shopping has never been easier.I’ve saved so much time

What should I buy today?

Check out our special offers for you.If you want you can also go directly to your basket

We’ve already put some articles we think you might need


1.Collect customer level data online

2.Make your online data ready for analytics in a data warehouse

3.Act in real time but take a relationship approach.

4.Integrate online and offline data for a complete picture of your customers

5.Deliver consistent experience across channels (contact center, branch etc)

6.Treat the customer data responsibly and respect privacy (opt-out)


www.sas.com/whitepapers


Save the date15th May 2012Living Tomorrow, Vilvorde

www.nicetoknowyou.be


Through the Eyes of Customers

Your efforts to put the right message in front of the right customer at the right time are admirable. But the ability to do so requires organization, collaboration and coordination. Without a single view of the customer, the customer's view of the company is not helping the bottom line. Jim discusses how all direct marketing is branding, all branding impacts branding and how online analytics can help you keep your finger on the pulse of business

Jim Sterne, Founder, eMetrics Marketing Optimization Summit & Web Analytics Association


[email protected]

Technology

Give your online customers the shop around the corner experience