Whitepapers Live 1
Case study presentations from leading practitioners on how to optimise and join up your marketing across online and offline.
With websites typically converting only 3% of traffic, improving website conversion is a major opportunity to improve your business. This presentation offers a sneak preview of the Econsultancy/RedEye Conversion Rate Optimization (CRO) Report 2012 which is recognised as some of the best research of thousands of digital marketers on website conversion. This presentation covers what people say works, what really works, testing best practice and how to reduce basket abandonment.
Historically online consumer behaviour has been derived from user interaction with websites, and analysed using web analytics tools. However, with the explosion of devices, apps, and social media, and the growing volume of data now available, web analytics is no longer a suitable primary online insight tool.
The complexity of customer behaviour, the growing number of channels now available, the offline impact of online activity, and the increasing importance of digital are just some of the forces demanding a fundamental rethink of how value is generated from analytics.
In this session Matthew will:
· Explore issues associated with current measurement methods
· Explain how businesses can advance towards improved consumer behaviour insight
· Advise how to develop ‘Digital Intelligence’ capabilities
Betfred wants to translate the personal service its customers receive when they visit one of Betfred’s 1350 shops to its highly successful online operation – www.betfred.com. Similar to many businesses, Betfred wants to respond to the individual needs of each of its website visitors and tailor its online experience so the business can build strong customer relationships and gain competitive advantage through on-line personalisation. This presentation will provide insight into the competitive online gaming landscape, look at the challenges faced by gaming companies to build customer engagement on-line and show how Betfred see personalised gaming as the route to bring personal service to betfred.com.
Google has evolved over the last year with the introduction of quality controls called Panda and Penguin. How does ‘Normal SEO’ differ from ‘Social Search’? What impact will this have on your Social Media? I will show delegates how brands such as Littlewoods, Virgin and Avon are integrating their natural and social strategies to drive search and deliver value. The session will include practical tips on how to implement your strategy.
Everybody is talking about how Marketing is changing. New School Marketers are actually doing something about it. New School Marketers are focusing on re-shaping the company’s entire strategies; budgets, skills, processes and entire business models around the fact that increasing customer relationships are going to be interactive and nature. Hear how B&Q are putting relationships first and rethinking how to market across an increasingly digital customer lifecycle.
In this session, delegates will discover:
· Cross channel permission capture
· Highly segmented email campaigns
· Mobile & Social Campaigns
· Triggering life cycle programmes using web behaviour
· Automation and optimisation
Customer Journey Mapping and Service Design analysis, as practiced today, can be a valuable exercise, but has one major failing: the journey maps produced typically end up as static reference documents.
In this session, we will present the concept of an Actionable Customer Journey Map, and how these are then used to dynamically guide and shape customer interactions throughout a customer journey. Journeys designed and implemented are dynamic and able to flow, and, importantly, are measureable. They enable marketing and CX professionals to meet the challenge of engaging with their customers with more personal, contextually relevant and unified experiences across an ever-increasing range of touch-points.
This approach makes it possible for organizations to manage experiences across every touch-point throughout the customer journey, enabling business users to design and manage outside-in customer experiences to build successful customer engagement.
As digital channels proliferate, tracking the full customer journey involves an ever-increasing number of complex, channel specific data sources each of which spews out large quantities of data. How do you join fundamentally different types of data and make sense of them? Neil will walk participants through the deeper challenges of joining digital data, present how the customer intelligence platform created by iJento can support this and show how clients are leveraging significant business value from it. Annette Leeke will provide the audience with insights into how she and her team at LV= are pioneering customer centric insights and optimisation using iJento's customer intelligence technology. And more importantly, how this relates directly to strategic business objectives of increasing profits and improving user experience.
Being able to clearly and objectively see your website though the eyes of your customers can make or break an online business. Based on the real-life experiences of some of the world's biggest websites, this session will focus heavily on how to deliver customer satisfaction and dramatically increase online revenue. Ramel will walk through tried and tested techniques, as well as emerging technologies used by enterprise websites today to ensure a completely seamless online experience and boost website conversion rates.