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Bridging online & offline engagement using omni-channel data

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Presentation on theme: "Bridging online & offline engagement using omni-channel data"— Presentation transcript:

1 Bridging online & offline engagement using omni-channel data
Data Driven Commerce event - 8 February Eyal Oster – MobileBridge President and founder

2 Customers are ever more Mobile
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER …and the average US online adult owns 6.7 connected devices. 2

3 Online commerce is growing
BUT Offline is still #1 PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER * US Census Bureau Data 2

4 Offline revenue is strongly influenced by mobile
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5 Mobile has changed the game for engagement
Pre-mobile: Mobile: Customer segment Who to reach Individuals Mobile has changed the game for engagement Pre-fabricated messages through pre-planned channels What format and content Personalized content through optimal touchpoint Triggered by a company event When to engage Push-based communication triggered by a customer-led event Any location Where to engage An explicit location Proactive interactions to serve the organization, or reactive communication to serve the customer Why the engagement occurs Proactive interactions to serve the customer and organization PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

6 Data Customer Engagement Obsessed
To beat the odds today and own the moment, your organization has to be: Target audience obsessed, focusing your strategy, budget, and operations on enhancing your understanding of and engagement with your audience. Data Customer Engagement Obsessed PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

7 Companies need the right strategy, data, and technology in place
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

8 Forrester Research Region Industry 51% Western Europe 61% Retail
48% North America Industry 61% Retail 39% Consumer Package Goods PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

9 Forrester Research Company Size By Revenue Job Title 59% director
56% $500 million to less than $1 billion 31% $1 billion to $5 billion 13% greater than $5 billion Job Title 59% director 31% vice president 10% C-level executive PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

10 Marketers don’t effectively use customer data
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

11 A wealth of Mobile data & engagement often not used
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12 Customer engagement key data source for mobile marketing strategy
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13 Marketers are missing the opportunity for engagement and insights
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

14 Majority of companies however have not bridged on- & offline worlds
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

15 And many marketers are still relying on disconnected technologies
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

16 Firms can catch up by adopting tools essential to mobile success
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

17 Start building your bridge to connected customers
PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

18 Integration of legacy systems with cloud engagement platform to capture and drive the mobile moment PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

19 Capturing the mobile moment:
Existing data PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

20 Capturing the mobile moment:
Situational data PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

21 Capturing the mobile moment:
Usage data PLEASE INTRODUCE JENNIFER AS A GUEST SPEAKER 2

22 26

23 Customer case: Who? Leading fast food chain with 400+ restaurants
Goal? Drive customer loyalty & satisfaction, increase restaurant traffic, conversion & ultimately revenue How? Connecting Mobile, CRM, POS & Geo (indoor & outdoor) Identify mobile moments Engage & drive customer dialogues 28

24 Integration & Implementation
Integration with: Point-of-Sales (2000+) CRM Mobile App Geo-Location + Indoor (Beacons) Start a Workflow based on transactions from Point-of-Sales. Mobile Extension by sending asset to app users based on business rule defined in customer’s CRM. 29

25 Activity + Engagement = Conversion
App Activity Promotions Activity Survey Activity Active users per month: April: 4000 May: 26,558 June: 41,830 July: 44,751 August: 84,762 Promotion conversion rate per month: April: 9.7% May: 23% June: 26% July: 50.5% August: 72% Survey response rate per month: April: 85% May: 78% June: 87% July: 88% August: 93% 30% users converted to paying customers Average of 50% increasing per month for active users Conversion rate for the whole period: 50% Driving 1 out of 3 app users to the restaurant Conversion rate for the whole period: 85% Driving app users to provide input and enrich data

26 Incentivise two-way action
Situation analysis Real-time Segmentation & Targeting Craft the experience Carrousels, videos, scratch cards, games, surveys, polls Market at the right user segment, at the right time, in the right location Data from other channels Easily built rich user experiences conducive to higher customer interaction and response Build conversation Conversion & Consumer data Incentivise two-way action Promotional coupons, loyalty, gamification Use (existing) promotion and loyalty schemes combined with gamification to power conversion Use better data in follow-on conversations and enrich existing systems with richer mobile data set

27 Questions? Eyal Oster, MobileBridge, eyal@mobilebridge.com
Thank You For Your Time Questions? Eyal Oster, MobileBridge,


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