Hoe data gedreven user experience nespresso’s klantwaarde verhogen door Art Valkenburg
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Transcript of Hoe data gedreven user experience nespresso’s klantwaarde verhogen door Art Valkenburg
1
NESPRESSO - WHAT ELSE?!
HOE DATA GEDREVEN USER
EXPERIENCE NESPRESSO’S
KLANTWAARDE VERHOGEN
DATA DRIVEN COMMERCE
18 FEBRUARI
ART VALKENBURG
P.2 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
3
1992 2003
2006
2009
1986
2015
4
Perfect geportioneerd,
gevuld met de hoogste
kwaliteit
Grand Cru koffies
Slimme en makkelijk te
gebruiken machines met
een stijlvol design
Gepersonaliseerde en
exclusieve services
NESPRESSO’S VERKOOPKANALEN
P.5
Online
Koffie, Machines & Accessoires
Telefoon
Koffie, Machines & Accessoires
Boutique
Koffie, Machines & Accessoires
(e)Trade
Machines
DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
P.6 - NESPRESSO | 11/02/2016 |
BOUTIQUE IS DE PLEK OM DE
NESPRESSO WERELD TE
ONTDEKKEN
#2015: 8 Boutique openingen
#2016: 3 Boutique openingen
P.7 - NESPRESSO | 11/02/2016 |
EEN CONTEXTUEEL RELEVANTE
MERK- EN SHOP ERVARING BIEDEN
VIA ECOMMERCE KANALEN
DATA ALS BUSINESS DRIVER
P.8 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
Data collection
Marketing
Automation
Customer
lifecycle
management
DIGITAL ASSET MANAGEMENT
DIGITAL EXPERIENCE MANAGEMENT &
OPTIMISATION
CUSTOMER INSIGHT OPTIMALISATIE
P.9 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
DATA COLLECTIE
P.10 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 | eConsultancy
Personalize
and target Tracking
Behaviour
across
channels
Better serve
valuable
segments of
customers
Insights Identify
Patterns
ANALYSIS MODEL
P.11 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
Analytics Mobile Test & Learn Customer journey
JOURNEY ANALYSES
PROGRAMMATIC BUYING & REAL TIME
ENGAGEMENT
MULTI-CHANNEL ATTRIBUTIE MODEL
P.12 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
MARKETING AUTOMATION
P.13 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
PROGRAMMATIC SEQUENCED MARKETING @ NESPRESSO
Brand
Message
Coffee
Message
Light
Machine
Message
Light
Coffee Up-sell
Message
Coffee
Message
Advanced
Service
Message
P.14 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
273 237
OFFER TARGETING INTERACTION
CAMPAIGNS
EXPERIENCE TESTING & OPTIMISATION
INNOVATIE OVER DE CUSTOMER
LIFECYCLE
P.15 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
CUSTOMER LIFECYCLE MANAGEMENT
THE LEGACY OF A TECHNICAL INFRASTRUCTURE TAKES MANPOWER
IN ORDER TO PERFORM PERSONALIZED CUSTOMER JOURNEYS
P.16 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
Cognos
data extraction
SPSS
segmentation
syntax
Adobe Campaign
targeting tree
segmented eDM
Club Action set-up
up to 40 actions
per campaign.
Postage Pricing
rules up to 15
per campaign.
Selection ID’s
up to 150
per campaign.
BUT EVEN THEN RELEVANT CONTENT AND PERSONALIZED OFFERS ARE
POSSIBLE, WHEN EMBEDDING THE LIFECYCLE MANAGEMENT MINDSET
P.17 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
273 237
Single messaging Segmented messaging Segmented messaging and A/B testing
2013 and before 2014 - 2015 2016 and beyond
P.20
Van consumenten
komen via een
mobiel apparaat met
ons in contact
+60%
DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
Innovatie gedreven uit de
behoefte van de consument
TOEPASSEN VAN CONTEXT & DATA
P.22
Customer history
Behavioral data
Segmentation
IoT / Sensors
Consumption patterns
Local trends / habits
DATA GEDREVEN
SERVICE INNOVATIE
P.23 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
DANK U
P.24 DATA DRIVEN COMMERCE - NESPRESSO | 18/02/2016 |
nl.linkedin.com/in/artvalkenburg
@ArtValk