Analytics for better digital communication J. Boye Web & Intranet Conference 6-8 November 2012, Aarhus

People live in the real world

Not online_

Content effectiveness - in a

multichannel world_

Are we making the right decisions

online_?

Looks can be deceptive_

Online sales_

Online Sales

0  

50  

100  

150  

200  

250  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

Feeling good_

Sales Target

Online Sales

0  

50  

100  

150  

200  

250  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

Still feeling good_?

Sales Target

Online Sales

Offline Sales

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50  

100  

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200  

250  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

Dig deeper_

Customer Satisfaction

CSI Survey

0  

25  

50  

75  

100  

125  

150  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

Oh no, failure_ Launch  of  new  check-­‐out  flow  

CSI Survey

0  

25  

50  

75  

100  

125  

150  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

Hey! - wait a minute_

CSI Survey

0  

25  

50  

75  

100  

125  

150  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

Hey! - wait a minute_

Positive

Negative

CSI Survey

0  

25  

50  

75  

100  

125  

150  

Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

...procurement again_

Positive

Negative

CSI Survey

0  

25  

50  

75  

100  

125  

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Jan   Feb   Mar   Apr   May   Jun   Jul   Aug   Sep   Okt   Nov   Dec  

Social  media  buzz:  Company  using  child  

labour  in  India  

Channels, channels, channels

everywhere_

Data, data, data

everywhere_

Just to mention a few_

Website Call Center Store

Email Loyalty Cards Marketing

5 7 5 2 7 9 8 3 1 6

4 2 6 8 6 4 2 1 5 8

9 0 9 6 4 7 0 6 3 1

5 1 0 9 7 5 2 9 7 0

6 3 5 2 1 2 4 8 0 7

5 9 5 4 9 5 3 9 5 8

6 2 7 0 5 3 1 6 4 8

4 2 6 9 0 8 6 3 7 9

8 6 4 2 7 3 8 5 0 1

5 7 5 2 7 9 8 3 1 6

4 2 6 8 6 4 2 1 5 8

9 0 9 6 4 7 0 6 3 1

5 1 0 9 7 5 2 9 7 0

6 3 5 2 1 2 4 8 0 7

5 9 5 4 9 5 3 9 5 8

6 2 7 0 5 3 1 6 4 8

4 2 6 9 0 8 6 3 7 9

8 6 4 2 7 3 8 5 0 1

Not all leads are created equally_

Scoring and targeting_

Scoring and targeting_

Marketing

Scoring and targeting_

Target and retarget

Scoring and targeting_

Guide and support

Scoring and targeting_

Build loyalty

Goodbyes are the hardest part_

Churn_

Current and life time value

Do we care?

Why willl they churn?

How to retain?

Will we succeed?

Likely to churn again?

Churn_

Current and life time value

Do we care?

Why willl they churn?

How to retain?

Will we succeed?

Likely to churn again?

Churn_

Current and life time value

Do we care?

Why willl they churn?

How to retain?

Will we succeed?

Likely to churn again?

Churn_

Current and life time value

Do we care?

Why willl they churn?

How to retain?

Will we succeed?

Likely to churn again?

Churn_

Current and life time value

Do we care?

Why willl they churn?

How to retain?

Will we succeed?

Likely to churn again?

Churn_

Current and life time value

Do we care?

Why willl they churn?

How to retain?

Will we succeed?

Likely to churn again?

Q & A_

Kim Damsgaard Digital Director

kd@pravdadigital.dk