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Personalised Digital Interaction: What really works according to European marketers?

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Mickael Bentz
Mickael Bentz

As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over. Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them. Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today. More than 600 marketers participated in the survey.

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Neolane Marketing Survey #2
Context ► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over. ► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them. ► Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today. ► More than 600 marketers participated in the survey. Copyright Neolane - 2012 Neolane confidential 2
About Neolane ► Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations  $ 44 M revenue in 2011  47% year-over-year growth in 2011  350 customers  250 employees  11 years experience  Market recognition: Forrester, Gartner, Sirius Decisions …  USA, France, UK, Nordics • Customers in 12 countries  Much more than just software: • Users in 20 countries hosting services, e-mail & SMS routing, and expert services Copyright Neolane 2011 - 2012 Neolane confidential 3 3
400 Customers E-COMMERCE RETAIL TRANSPORT TOURISME SERVICES FINANCIAL SERVICES INDUSTRY TELECOMS MEDIA PRESS LEISURE Copyright Neolane - 2012 Neolane confidential 4
The results, in a nutshell ► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. 3 times more! ► Only 9% of marketers who do not personalise their website because they doubt the potential ROI. ► 54% of marketers using web personalisation get a significant ROI within months. ► The most efficient data for web personalisation: the whole customer profile and purchase behaviour ► The top channels to offer a personalised experience beyond the web: social & mobile Copyright Neolane - 2012 Neolane confidential 5
Screenshots of the infographic Copyright Neolane - 2012 Neolane confidential 6
Screenshots of the infographic Copyright Neolane - 2012 Neolane confidential 7
Copyright Neolane - 2012 Neolane confidential 8
Copyright Neolane - 2012 Neolane confidential 9
Copyright Neolane - 2012 Neolane confidential 10
Copyright Neolane - 2012 Neolane confidential 11
Copyright Neolane - 2012 Neolane confidential 12
Copyright Neolane - 2012 Neolane confidential 13
Copyright Neolane - 2012 Neolane confidential 14
Copyright Neolane - 2012 Neolane confidential 15
Detailed results of the survey Copyright Neolane - 2012 Neolane confidential 16
Web personalisation, next year gold rush? ► In 2014: 59% of marketers will personalise their website. That’s 3 times more than today. ► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it. Q1 - Do you personalise the content and offers on your website(s) in real-time? Yes 19% 44% Planned within the next 12 months 37% Not planned Copyright Neolane - 2012 Neolane confidential 17
Web personalisation, next year’s gold rush? Country specifics ► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months. 100% Q1 - Do you personalise the content and offers on your 90% website(s) in real-time? 80% 42% 39% 46% 50% 70% Nothing planned 60% 50% Planned within the next 12 40% 33% 42% months 44% 30% 44% Personalise in real time 20% the website 10% 21% 19% 14% 0% 6% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 18
Personalisation of the web experience ROI ► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable. Q1 Why? (only for people answering : No, we offer the same content for all visitors and have no current plans to adopt this approach) in Q1 9% Not confident in the potential of ROI 35% No budget 56% Not a priority Copyright Neolane - 2012 Neolane confidential 19
Website personalisation: main objective is not immediate sales but loyalty ► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first. Q1 - What do you expect from website personalisation? (only for 57% people answering they personalise or they will do it in the 12 56% coming months) Multiple choice 55% 54% 53% 52% 56% 51% 50% 53% 53% 49% 51% 48% 47% Customer satisfaction Prospect to customers Website visitor to Cross-sell & upsell & loyalty conversion rate prospect conversion increase rate increase Copyright Neolane - 2012 Neolane confidential 20
The most efficient inputs: the whole customer profile & purchase history ► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour. Q2 - Website personalisation techniques that 25% give a significant ROI according to marketers 20% 15% 10% 19% 19% 14% 5% 9% 11% 0% Based on Based on social Based on web Based on Based on collaborative profile behaviour purchase customer profile filtering behaviour Copyright Neolane - 2012 Neolane confidential 21
Marketers still invest with caution ► 29% of marketers invest more than 50K € in website personalisation efforts. ► 71% are still investing with caution on this field. Q3 - What budget do you spend or plan to spend per year for a real-time web personalisation solution? 11% 18% 45% Less than 10 000 € 10 000 € to 50 000 € 26% 50 000 € to 100 000 € More than 100 000 € Copyright Neolane - 2012 Neolane confidential 22
An extremely quick ROI! ► 54% of marketers who had put in place real time web personalisation strategies got a ROI within months! Q4 - Do you think the investment made on your website to offer a personalised experience to visitors provides you a ROI? 15% 31% ROI is not yet reached Yes, we get ROI within months Yes, we get ROI within years 54% Copyright Neolane - 2012 Neolane confidential 23
Beyond the web, there is social & mobile ► Email is the most mature channel in terms of personalisation. ► Social & Mobile, the top promising channels to personalise experiences, beyond the web. 60% Q5 - On which other channels do you or do you Already do 50% plan to offer a personalised experience? Planned 40% 30% 54% 20% 38% 40% 40% 31% 33% 10% 19% 20%19% 17% 10% 11% 0% Mobile push Mobile app Social media PoS Call center Email content Copyright Neolane - 2012 Neolane confidential 24
Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile app content 100% 90% 80% 44% 51% 51% 70% 56% 60% Not planned 50% Planned 40% 43% Done 30% 38% 41% 38% 20% 10% 11% 8% 13% 6% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 25
Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile push notifications 100% 90% 34% 80% 51% 52% 70% 59% 60% Not planned 50% Planned 40% Done 63% 30% 37% 32% 42% 20% 10% 12% 10% 7% 3% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 26
Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Email 100% 15% 14% 9% 90% 19% 80% 29% 33% 70% 33% 60% 41% Not planned 50% Planned 40% Done 30% 58% 58% 52% 20% 41% 10% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 27
Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Points of Sale 100% 90% 80% 52% 56% 70% 65% 66% 60% Not planned 50% Planned 40% Done 30% 32% 23% 13% 22% 20% 10% 22% 16% 21% 13% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 28
Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Call Centre 100% 90% 80% 50% 53% 51% 70% 63% 60% Not planned 50% 15% Planned 40% 16% 27% Done 30% 19% 20% 35% 32% 10% 19% 19% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 29
Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Social Marketing 100% 90% 36% 33% 80% 47% 50% 70% 60% Not planned 50% Planned 42% 45% 40% Done 36% 30% 41% 20% 10% 17% 22% 21% 9% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 30
Thank you! Fore more information about Neolane web personalisation offers: http://bit.ly/NeoInteraction Copyright Neolane - 2012 Neolane confidential 31
Annexes Copyright Neolane - 2012 Neolane confidential 32
Objectives of the survey ► Understand how marketers personalise digital interactions with their prospects and customers ► Share result gathered with our community of customers and the market Copyright Neolane - 2012 Neolane confidential 33
Methodology of the survey Specificities Target Process Mayor objective is Neolane contacts Emailing: creating value added only, no rented November - content and share it database December 2012 with peers 2 waves of email in European: French and English Simplicity: France, UK, Benelux, 5 questions Switzerland, Nordics 2 incentives: No panel (Denmark, Finland, Ic exclusivity and a eland, Norway and chance to win an Sweden) iPad Copyright Neolane - 2012 Neolane confidential 34
Emailing ► The emailing, s ent with Neolane Campaign Copyright Neolane - 2012 Neolane confidential 35
Questions ► The survey, managed by Neolane Survey Manager Copyright Neolane - 2012 Neolane confidential 36

More Related Content

Personalised Digital Interaction: What really works according to European marketers?

  • 2. Context ► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over. ► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them. ► Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today. ► More than 600 marketers participated in the survey. Copyright Neolane - 2012 Neolane confidential 2
  • 3. About Neolane ► Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations  $ 44 M revenue in 2011  47% year-over-year growth in 2011  350 customers  250 employees  11 years experience  Market recognition: Forrester, Gartner, Sirius Decisions …  USA, France, UK, Nordics • Customers in 12 countries  Much more than just software: • Users in 20 countries hosting services, e-mail & SMS routing, and expert services Copyright Neolane 2011 - 2012 Neolane confidential 3 3
  • 4. 400 Customers E-COMMERCE RETAIL TRANSPORT TOURISME SERVICES FINANCIAL SERVICES INDUSTRY TELECOMS MEDIA PRESS LEISURE Copyright Neolane - 2012 Neolane confidential 4
  • 5. The results, in a nutshell ► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. 3 times more! ► Only 9% of marketers who do not personalise their website because they doubt the potential ROI. ► 54% of marketers using web personalisation get a significant ROI within months. ► The most efficient data for web personalisation: the whole customer profile and purchase behaviour ► The top channels to offer a personalised experience beyond the web: social & mobile Copyright Neolane - 2012 Neolane confidential 5
  • 6. Screenshots of the infographic Copyright Neolane - 2012 Neolane confidential 6
  • 7. Screenshots of the infographic Copyright Neolane - 2012 Neolane confidential 7
  • 8. Copyright Neolane - 2012 Neolane confidential 8
  • 9. Copyright Neolane - 2012 Neolane confidential 9
  • 10. Copyright Neolane - 2012 Neolane confidential 10
  • 11. Copyright Neolane - 2012 Neolane confidential 11
  • 12. Copyright Neolane - 2012 Neolane confidential 12
  • 13. Copyright Neolane - 2012 Neolane confidential 13
  • 14. Copyright Neolane - 2012 Neolane confidential 14
  • 15. Copyright Neolane - 2012 Neolane confidential 15
  • 16. Detailed results of the survey Copyright Neolane - 2012 Neolane confidential 16
  • 17. Web personalisation, next year gold rush? ► In 2014: 59% of marketers will personalise their website. That’s 3 times more than today. ► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it. Q1 - Do you personalise the content and offers on your website(s) in real-time? Yes 19% 44% Planned within the next 12 months 37% Not planned Copyright Neolane - 2012 Neolane confidential 17
  • 18. Web personalisation, next year’s gold rush? Country specifics ► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months. 100% Q1 - Do you personalise the content and offers on your 90% website(s) in real-time? 80% 42% 39% 46% 50% 70% Nothing planned 60% 50% Planned within the next 12 40% 33% 42% months 44% 30% 44% Personalise in real time 20% the website 10% 21% 19% 14% 0% 6% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 18
  • 19. Personalisation of the web experience ROI ► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable. Q1 Why? (only for people answering : No, we offer the same content for all visitors and have no current plans to adopt this approach) in Q1 9% Not confident in the potential of ROI 35% No budget 56% Not a priority Copyright Neolane - 2012 Neolane confidential 19
  • 20. Website personalisation: main objective is not immediate sales but loyalty ► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first. Q1 - What do you expect from website personalisation? (only for 57% people answering they personalise or they will do it in the 12 56% coming months) Multiple choice 55% 54% 53% 52% 56% 51% 50% 53% 53% 49% 51% 48% 47% Customer satisfaction Prospect to customers Website visitor to Cross-sell & upsell & loyalty conversion rate prospect conversion increase rate increase Copyright Neolane - 2012 Neolane confidential 20
  • 21. The most efficient inputs: the whole customer profile & purchase history ► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour. Q2 - Website personalisation techniques that 25% give a significant ROI according to marketers 20% 15% 10% 19% 19% 14% 5% 9% 11% 0% Based on Based on social Based on web Based on Based on collaborative profile behaviour purchase customer profile filtering behaviour Copyright Neolane - 2012 Neolane confidential 21
  • 22. Marketers still invest with caution ► 29% of marketers invest more than 50K € in website personalisation efforts. ► 71% are still investing with caution on this field. Q3 - What budget do you spend or plan to spend per year for a real-time web personalisation solution? 11% 18% 45% Less than 10 000 € 10 000 € to 50 000 € 26% 50 000 € to 100 000 € More than 100 000 € Copyright Neolane - 2012 Neolane confidential 22
  • 23. An extremely quick ROI! ► 54% of marketers who had put in place real time web personalisation strategies got a ROI within months! Q4 - Do you think the investment made on your website to offer a personalised experience to visitors provides you a ROI? 15% 31% ROI is not yet reached Yes, we get ROI within months Yes, we get ROI within years 54% Copyright Neolane - 2012 Neolane confidential 23
  • 24. Beyond the web, there is social & mobile ► Email is the most mature channel in terms of personalisation. ► Social & Mobile, the top promising channels to personalise experiences, beyond the web. 60% Q5 - On which other channels do you or do you Already do 50% plan to offer a personalised experience? Planned 40% 30% 54% 20% 38% 40% 40% 31% 33% 10% 19% 20%19% 17% 10% 11% 0% Mobile push Mobile app Social media PoS Call center Email content Copyright Neolane - 2012 Neolane confidential 24
  • 25. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile app content 100% 90% 80% 44% 51% 51% 70% 56% 60% Not planned 50% Planned 40% 43% Done 30% 38% 41% 38% 20% 10% 11% 8% 13% 6% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 25
  • 26. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile push notifications 100% 90% 34% 80% 51% 52% 70% 59% 60% Not planned 50% Planned 40% Done 63% 30% 37% 32% 42% 20% 10% 12% 10% 7% 3% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 26
  • 27. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Email 100% 15% 14% 9% 90% 19% 80% 29% 33% 70% 33% 60% 41% Not planned 50% Planned 40% Done 30% 58% 58% 52% 20% 41% 10% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 27
  • 28. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Points of Sale 100% 90% 80% 52% 56% 70% 65% 66% 60% Not planned 50% Planned 40% Done 30% 32% 23% 13% 22% 20% 10% 22% 16% 21% 13% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 28
  • 29. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Call Centre 100% 90% 80% 50% 53% 51% 70% 63% 60% Not planned 50% 15% Planned 40% 16% 27% Done 30% 19% 20% 35% 32% 10% 19% 19% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 29
  • 30. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Social Marketing 100% 90% 36% 33% 80% 47% 50% 70% 60% Not planned 50% Planned 42% 45% 40% Done 36% 30% 41% 20% 10% 17% 22% 21% 9% 0% FR ND UK BE Copyright Neolane - 2012 Neolane confidential 30
  • 31. Thank you! Fore more information about Neolane web personalisation offers: http://bit.ly/NeoInteraction Copyright Neolane - 2012 Neolane confidential 31
  • 32. Annexes Copyright Neolane - 2012 Neolane confidential 32
  • 33. Objectives of the survey ► Understand how marketers personalise digital interactions with their prospects and customers ► Share result gathered with our community of customers and the market Copyright Neolane - 2012 Neolane confidential 33
  • 34. Methodology of the survey Specificities Target Process Mayor objective is Neolane contacts Emailing: creating value added only, no rented November - content and share it database December 2012 with peers 2 waves of email in European: French and English Simplicity: France, UK, Benelux, 5 questions Switzerland, Nordics 2 incentives: No panel (Denmark, Finland, Ic exclusivity and a eland, Norway and chance to win an Sweden) iPad Copyright Neolane - 2012 Neolane confidential 34
  • 35. Emailing ► The emailing, s ent with Neolane Campaign Copyright Neolane - 2012 Neolane confidential 35
  • 36. Questions ► The survey, managed by Neolane Survey Manager Copyright Neolane - 2012 Neolane confidential 36

Editor's Notes

  1. Q1 Do you personalise the content and offers on your website(s) in real-time?
  2. Q1 bisWhy? (only for people answersing : No, we offer the same content for all visitors and have no current plans to adopt this approach) at the Q1
  3. Q1 ter What do you expect from website personalisation? (only for people answering they personalise or they will do it in the 12 coming monthsMultiple choice