Danone Nutricia Case - The Data-Driven Mothers Journey by Christopher Nash, Sitecore
Transcript of Danone Nutricia Case - The Data-Driven Mothers Journey by Christopher Nash, Sitecore
Danone Nutricia Case -The Data-Driven Mother's Journey
September 22, 2016
Chris Nash - @chrisnashSitecore Business Optimizations Strategies
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 2
About me
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 3
Consumer Foods Industry – Early Life Nutrition
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4
The business challenge
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 5
The customer challenge - new behaviors
5
Technologybehaviors
Information
Situation
ConcernsSocial
Store
Needs
Products
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6
Decisionmoments
Switchmoments
Decisionmoments
Switchmoments
The Mother’s Journey – customer POV
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 7
Age-stagesegments: Pre-conception Pregnancy Baby Toddler
Services & Tools:• Baby-allergy test• Recipe generator• Chat with nutritionist • Shop • Become member• My NutriciaAnd our newest Body & Mind
Content 4-6 months:• Breastfeeding• First spoon• Back to Work
Touchpoints-segments:
Moments of truth
Thoughts and feelings
Nutritional Changes
Baby Development
Activity
Decisions
The Mother’s Journey – operational map
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 8
Website MobileApp Events+DM Magicmirror POS Vendingmachine
Contactcentre
CustomerExperiencePlatform
Omnichannel solution
Connector
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 9
nutriciavoorjou.nl & nutriciababy.be
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 10
Xccelerate Process
Xccelerate – People, Process & Technology
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 11
CX data is cross-channel data that is instantly accessibleand can be used to shape customer experiences
– in the moment of a given experience
Data that reveals a customer’s intent … and what is meaningful & relevant as a customer experience progresses…
Needs
Preferences Filters
Turn On’s
DecisionMoments
TruthMoments
Turn Off’s
Knowledge
What is Customer Experience Data?
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 12
Channel
Device
Campaign
Recency
Pages
Interests
Behaviors
Goals
Outcomes
ExperienceDatabase
Social
Mobile
Named
Date / Time
Member
Consider
Baby
Baby dev.
Feeding Schedule
Experience
Connected Data(e.g. Social)
Fiona May Smith
Anonymous
Experience
Paid
Mobile
AdWords
Date / Time
Calculate
Discover
Baby
Nutrition
Bottle feeding
Experience
Search
Desktop
Known
Date / Time
Allergy Test
Research
Baby
Well being
Bottle size
Explicit Data
CX data – marketing’s single view of the customer
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
Pre-Pregnant
Pregnant
Baby 0-6 MonthsBaby7-12 Months
Toddler
Nutrition
Ailments
Emotional well being
Breastfeeding
Bottle feedingBaby development
First pregnancy
Pregnant again
Back to Work
My Situation Profile Interest Profile
mobile
Profile pattern match Profile pattern match
Analytics & Personalization
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E P
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FILI
NG
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Example – CareLine Goal Personalization
If profiled as interested in pre-
pregnancy
If profiled as interested in
pregnancy
Visit progression
Personalization – intent and relevancy
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 15
Example – CareLine Goal Personalization
If visit matches nutrition pattern in a theme or where page
“food during pregnancy is visited”
Personalization example – behavior and relevancy
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 16
Original - Default
Personalization Variant
Personalization rule: if child greater than 6 months
Nutrilon is always available online
Especially for your child from 6 months
Always available online. At 20:30 tomorrow to buy the house, the dispatch is free.
At 20:30 tomorrow to buy the house, the dispatch is free.
67% increase in purchases vs
default
Personalization – relevancy increases sales
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 17
Original - Default
Test Variant
26% conversion rate uplift vs. original
Nutricia is always ready for you
Register now and receive a free gift!
A/B testing – increase marketing ROI
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 18
Pregnancy (35) Baby (44) Toddler (12)• Email streams per
segment
• Scheduled recurring emails based on due date or birthdate
• Three emails categories
• Effective with generating engagement
Email – engagement & personalization
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 19
Segment Using Komfo Connector
Facebook Custom Audience
Engagement in “Nutricia for you”
Nutricia & Komfo Connector for Sitecore
Segment = Non memberGoal = Pregnancy sliderPattern = Pregnancy interestTheme = Nutrition interestVisit count => 5
Call to Action “Become a member -Learn about pregnancy & early life nutrition”
Call to Action“Register - NvJ is convenient, useful knowledge wherever and whenever you need it”
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 20
Segment Using Komfo Connector
Facebook Custom Audience
Engagement in “Nutricia for you”
Nutricia & Komfo Connector for Sitecore
Segment = MemberGoal = Purchase not completePattern = Baby interestTheme = Feeding interestExplicit data => baby 7 mths
Call to Action “Visit us - resource Nutricia is there when you need it”
Call to Action“Visit the shop – we havereliable availability”
© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 21
“With average growth of 75% each month, and average monthly rebuy growth of 140%, we’re very pleased with the results we’ve seen so far and we’re confident of continued growth in the future.”
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Time to migrate to EXM 3.0 - 1 month
100 different emails
1.5 million emails per month
Email open rate - 46%
Email click through rate – 28.5%
Reducing from three agencies to one (own digital team)
Total annual cost saving 325K EUR
Results