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Turning Micro Moments into Action

Turning Micro Moments into Action

How Lesara uses the Micro Moment concept to improve customer communication and content.

Robin Müller

June 23, 2017
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  1. @_RobM
    Turning
    Micro Moments
    into Action

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  2. Mobile has basically caused
    everybody to demand things now.

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  3. @_RobM
    Micro-moments are moments of high intent and
    engagement
    4
    82%
    I want to buy
    of smartphone users
    consult their phone
    while in a store.
    66%
    I want to know
    of smartphone users turn
    to their smartphones to
    learn more about
    something they saw
    in a TV commercial.
    70%
    I want to do
    Year-on-year growth on
    search for video tutorials
    on Youtube
    2X
    I want to go
    Near me searches
    doubled year-on-year
    *Google data from 2014 - 2015

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  4. @_RobM
    When to engage with consumers along the path?
    5
    Consider
    Evaluate
    &
    Compare
    Purchase Post purchase

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  5. @_RobM
    Think about hidden information
    6
    Times
    Size
    Occasions
    Price Range
    Style
    Frequency
    Order Channel
    Marketing Channel
    Payment Method
    Discounts

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  6. All data is a product of other data!
    Garbage in, garbage out.

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  7. @_RobM
    Clustering can help to find groups & patterns
    8
    Exploring your data before creating your concept helps you to find patterns.

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  8. @_RobM
    Target your user based on your findings
    9

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  9. @_RobM
    Combine content and communication mix
    10
    Recommendation
    Daily
    10% Promotion
    60% Recommendation
    30% Information
    Reaction
    Push
    Measure
    Adapt
    Calculate
    initial content,
    contact mix
    and frequency
    Track user
    interactions
    on all
    channels

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  10. @_RobM
    How likely is it to get a reaction as a retailer?
    11
    Campaign Transactional App Push Web Push
    OR: 16% - 40%
    CTOR: 12% - 29%
    UR: 0,2% - 0,5%
    *Smartinsights 2017, Mailchimp, Adweek, Mailjet
    OR: 30% - 80%
    CTOR: 40% - 85%
    UR: -
    Opt-In: 5% - 100% Opt-In: 100% Opt-In: 41% - 80%
    RR: 4% - 50%
    No reliable data for
    E-Commerce so far
    The OR, CTOR and RR are very different across companies, which shows even
    more how important it is to monitor and optimize the strategy.

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  11. @_RobM
    Take your customers on a journey
    12

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  12. Micro Moments are a great tool to
    re-think your customer journey.

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