Slide 5.1. Topics & Learning Goals Can we really control the information gathering and consumption...
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Transcript of Slide 5.1. Topics & Learning Goals Can we really control the information gathering and consumption...
Slide 5.1
Video 23: Part 1Explosion of Customer Journeys Across Channels
IBMS Semester 6a Fall 2014
Mr. George Szanto
Topics & Learning Goals• Can we really control the information gathering and
consumption of our customers?• Do we want to control journeys across multiple on-line
(and offline) channels?• Customer Journey mathematics (part 2 video)
----------------------------------------------------------• Appreciate the need to understand consumer behavior
but NOT control it• Be able to distinguish between ordered and unordered
information gathering and how it effects customer tracking
• Be able to make simple decisions about content deployment across channels based on journey mathematics (part 2 video)
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Traditional Company defined journey - 1
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Traditional Company defined journey - 2
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Traditional Company defined journey - 3
What Does The Digital Customer Journey Look Like?
Who’s in control?
Sales
Funnel
Now?
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Ordered vs. Non Ordered Customer Journeys
Voettekst
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Non Ordered Journeys
Journey A1B1C2D3 = C2D3B1A1;
Thus order does not matter; customer centric
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Ordered Journeys
Journey D3B1C1 ≠ C1D3B1;
Exact order does matter! Company centric
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Reasons for Using Ordered Journeys vs Non Ordered Journeys
• Qualifying prospects• Gating access to content• Easier to personalize service
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So What’s The Best Journey Strategy?
• Option 1: Lots of content on a few sites– For non ordered content this makes sense;
reduces management costs
• Option 2: Split limited content across several sites– For ordered content this is a good option, it will limit
# of possible journeys by limiting paths and keeping content contextual
• Option 3: Place lots of content on many sites– Expensive; hard to track journeys.
End of Video - Thank you
• Now please watch Part 2 of this video, where actual calculations are introduced