T A G C O M M A N D E R
TAGCOMMANDER
� Founded late 2010 in Paris
� Team of 60+ people
� 320+ customers in 17 countries
� +100% YoY growth
� Offices in Paris, Lille, Munich, Milan, and Amsterdam
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T A G C O M M A N D E R
MARTECH & ADTECH LANDSCAPE RELY ON TAGS
� The offer expands continously with more than 3800 solutions in 2016 (+87%)
� The « tag » technology is dominant
� CMOs need to take control over their performance
ENTERPRISE SOFTWARE
150
2011 2012
350
2014
1000
2015
2000
2016
3500 WE HELP CMOS TO SUCCEED IN AN
ENVIRONMENT WITH MORE AND MORE TECHNOLOGY, DATA AND REAL
TIME
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T A G C O M M A N D E R
OUR VISION CORPORATE
ATTRIBUTION
MANAGE
UNIFY
ENGAGE
MEASURE
DATA
TAG
ANALYTICS FOUNDATION
ACCESS TO DATA
360° VIEW CLIENT
PROSPECT
OPTIMIZE INTERACTION « THE RIGHT MESSAGE AT
THE RIGHT MOMENT »
CAMPAIGNS PERFORMANCE
ANALYSIS CLIENT
BENEFITS
I M O V I N G T O W A R D A D A T A D R I V E N M A R K E T I N G
T A G C O M M A N D E R
HOMEPAGE
INTERFACE V6
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T A G C O M M A N D E R
MORE THAN 320 CLIENTS SELECTED US IN EUROPE ENTERPRISE SOFTWARE
FINANCIAL SERVICES
MEDIA & TELCO
SERVICES
FASHON & COSMETICS
TRAVEL & TOURISM
RETAIL
E-COMMERCE
FOOD & BEVERAGE
I I N V E S T M E N T C O M I T E E - H I I N O V - S E P T E M B E R 2 0 1 6
CréditNord Europe
Mutuel
Crédit Mutuel Nord Europe - Client case study_10 use cases of data in the banking sector
CréditNord Europe
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CréditNord Europe
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Introduction_
Digital and E-CRM Project Managerat Crédit Mutuel Nord Europe
@rdeltombe
Rémi DELTOMBE
5 yearsas Data Projects Manager
CréditNord Europe
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Crédit Mutuel_Nord Europe
Banking &Insurance
Member ofCrédit Mutuel-CIC Group
7 départmentsin the north of France,
Belgium (with Beobank)and Luxembourg
1.7 millioncustomers
in France
A group with557 branches
300 millionpage views
A strategy basedon building customer
loyalty
In numbers 6.7 page viewsper visit
75 millionvisitors per year
including45% via apps
Average of 12visits per month
(20 for apps)
Under 5%bounce rate
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Why the Data Management ?_
Privacy concernscustomers worry about
how their bank uses their data
A problemOnly 18% of customers regularly
visit their local branch.We must find new ways
to learn about our customers
An opportunity6 million monthly visitors.
97% organic traffic.
A goldmine of data
****
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The goal_
in order to targetmarketing campaigns
and inform bank advisorsor call centre operators...
An opportunity to predict customer plans
by identifying interests
… but that is not all!
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Use cases_
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How does it work ?_
All use cases are made possible thanksto an encrypted ID provided by our IT team.
Email triggers
Campaign clicks(banners, emails)
Simulators
Contentpage views
Search enginerequests
Abandonedshopping cart
We collect
High interestin car loans
Strong interestin mortgages
Moderate interestin car loans
Low interestin car loans
We createclusters
Emailcampaigns
Call centres/
branches
Websitepersonalisation
We use clustersin real time
Cross channelreporting
We measure
Big data(6 months)
We store
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Use cases_
#1Website
retargeting
#2Email triggers
#3Call centres
#4Use of marketing solutionsthanks to tag management
#7Customer knowledgeand marketing studies
#8Privacy and permission
marketing
#9Sharing of cookies
#5A/B Testing
#10Reporting andcross channel
attribution
#6Anti-Churn
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#1_Website retargeting
GoalShow personalised
website banners to our customerswhen an interest is identified:
move them into a conversion funnel
Data• search engine requests
• product or categorypage views
• article or guide views
What for?To display a targeted banner
to the visitor thanks to the link betweenour DMP and CMS
ResultsCTR doubled
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#2_Email triggers
GoalAutomatically send an email
when shopping carthas been abandoned
DataAbandoned shopping
carts in a funnel or simulation
What for?To send an email trigger
ResultsEmail performance tripled
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#3_Call centres
GoalCall our customers when
a 'gold' interest is identified
DataAbandoned shopping cart
What for?To pass on customers detailsto our call centre operators
ResultsOver 20% of called customers
accept a meeting with a bank advisor
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#4_Use of marketing solutions thanks to tag management
GoalEasily use marketing solutions
only on customers with an interest in a product and without
the need for IT developers.
DataAll visits that representan interest in a product
What for?• chat services
• polls• other solutions
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#5_A/B Testing
GoalTest personalised banners
that only targeta specific audience
DataAll visits that representan interest in a product
What for?A/B Testing
only on targeted audience
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#6_Anti-Churn
GoalIdentify and call
unhappy customers
Data• search engine requests :
"terminate", "close" "complaint"• visits to complaints page
What for?We pass these customerson to our claims service
and they call them
Results2,000 customers identified in 6 months
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#7_Customer knowledge and marketing studies
GoalTo better understand customer
behaviour on our website
DataAll visits and clicks
What for ?To perform marketing studieson these customers so as to
better understand them and adapt ads
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#8_Privacy and permission marketing
GoalTo be transparent withcustomers regardingthe use of their data
and yo ask for feedbackon relevancy
DataTheir feedback
on the relevance ofour personalised ads
What for?We ask our targeted audience:
Is this ad relevant? If 'yes', then the interest becomes gold.
If 'no', the interest is deleted
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#9_Sharing of cookies
GoalFind partners and shareinformation on interest
provided by cookies
DataFor example, cookies from
insurance comparison websites.We can use the same ID
as other partnersof Tag Commander.
What for?If a customer is visiting
an insurance comparison website,they may want to terminate
his contract andpurchase new insurance.
ResultsThis use case will be tested
by the end of the year
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#10_Reporting and cross channel attribution
GoalAnalyse the impact
of our use cases on call centre and
branch sales
Data• Export all customers targeted
by a campaign• Every customer group
is sorted by interest level
What for?We measure the impact of the
internet channel on salesafter one month. The higherthe interest, the higher the
attribution to theinternet channel.
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Conclusion_
“Thanks to Data Management, the only limit
is creativity”
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Thank you for your time !
THANKS_