OCTOBER 28, 2013 | SLIDE 1

www.realdolmen.com

ONLINE

LEAD

CONVERSION

OCTOBER 28, 2013 | SLIDE 2

YOUR HOSTS FOR TODAY

Maarten Bekaert

RealDolmen

CRM Consultant‘Technology Marketing’

Previous:Cantab / Velocitas / HP – Lead Manager GWE

Ruud Verstraeten

GX Software

Product Marketeer

OCTOBER 28, 2013 | SLIDE 3

AGENDA

Marketing is changing

Blueconic customer Case

PSV increases online ticket sale conversion

Q&A

THERE IS NOTHING PERMANENT, EXEPT

- H e r a c l i t u s

C H A N G E

IS CHANGING TOO. . .

MARKETING

Customer interact ionis moving

Not content, but

contact

King

Has become

The customer

J o u r n ey

before the internet

Unstructured

Unpredictable

Individual

Cross channel

Customers are becoming

Online Nomads

...On a

journey

Customers no longerinteract from a

channelperspective,

Touch

points…But through

Customer is DICTATOR

What does my

teach you?

me, me,

With your customers& prospects

online

Engage !

Dialogue

Only 25% of brands have a

mobile strategy [Econsultancy]

45% of companies rely

solely on desktops sites to

showcase their content [Adobe]

Mobile ad spend has

quadrupled since 2009, and it is expected to keep growing at the same pace for the next 2 years [Business Insider]

7,1 billion

6,8 billion

Ok, but

do I

do that?

Tie yourcustomer information together

1

Be able to2

your visitors

i d en t i fy

3

At the right time,At the right place

T h e right message

‘ M a g i c Q u a d ra n t ’ - G a r t n e r

l e av e & l ay e r

Visionary

Progressive Profiling

Dynamic segmenting & decisioning

Listening

Customer case by GX

PSV increases online ticket sale conversionusing Blueconic

› A century old

› Hugely successful in soccer: National (21x) and European

› A brand with lifetime fans

› Best sports website since 2009

› Online reach 700k fans

› Online goals: Promote merchandise and ticket sales while growing fan

relationship

Challenge

› Competitors more merchandise income

› Sales shifting online and direct

› Offline fan program under pressure

› Differentiate fan communication

About PSV

Loyal

fan

Highly involved fan

Moderately involved fan

Low involved fan

National fan (latent)

International fan (latent)

Marketing strategy

Low engagement Low valueAnonymous

High engagement

Known

High value

Leverage

Engage

PHILIP

S

Case Europe League

PSV Fan Score

› Facebook fans

› Purchases tickets/products

› Social share

Targeting sales

Abandoned basket

Necessities

› Individual profiles

› Real-time interaction

› Anonymous

› Cross-channel

Ticket sales

Europe League

› Targeting loyal and moderately loyal fans (Fan Score)

› Differentiate messaging (Fan Score, Club Card ownership)

› Cross channel targeting (PSV, Fanstore, Phony club, PSVBusiness, etc.)

› Extensive creative (banners, homepage take-overs, editorial)

Targeting sales

› Leave during purchase process

› Cross-channel retargeting

› Direct to right step in purchase process

Abandoned basket

wwwwww

50

100

50

100

10

10

Customer journey

Example customer journey

Loyal

fan

Fan S

core

Moderate

fan

www

Results

5.000.000profiles collected

19channels

connected6%improved conversion

up to

“BlueConic helps us engage our fans in the way they deserve!

Drastically increasing conversion ratios as we go, I think we

will see much more of this in the near future.

”

According to PSV

Marketing Manager PSV, 2012

OCTOBER 28, 2013 | SLIDE 35

Q&A

Questions? Shoot!

OCTOBER 28, 2013 | SLIDE 36

THANK YOU

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