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Editor's Notes

• #16: Customer reads an article on linkedin where your company is mentioned and clicks on the link to read more on the website. Next he asks via twitter more info and reads also some cool feedback on Google+ On his way home from the office he goes to your website and targets the item he wants, reads all the product info. (doesn’t buy in the train) At home, he fils his basket and pas for it. Short time later, he receives a comfirmation mail on his tablet. Once his item arrive, he post a picture of it on Facebook. That’s the reality : different touchpoints, different channels, different locations, different devices : same customer.
• #17: Customer reads an article on linkedin where your company is mentioned and clicks on the link to read more on the website. Next he asks via twitter more info and reads also some cool feedback on Google+ On his way home from the office he goes to your website and targets the item he wants, reads all the product info. (doesn’t buy in the train) At home, he fils his basket and pas for it. Short time later, he receives a comfirmation mail on his tablet. Once his item arrive, he post a picture of it on Facebook. That’s the reality : different touchpoints, different channels, different locations, different devices : same customer.
• #18: The word the most people like the best is their own name : personalising the website adds a layer of familiarity. And creates confidence When I worked at Sun the CEO : Scott Mc Nealy used to come over every x year, we could send in questions and when answering them he already had done (let done) some background research, so he ‘knew’ John Doe was a salesman etc.. John Doe performed better for weeks to come for the same salary only because he was named by Scott. Hence the important of knowing your customer and personlize their visit.
• #19: Imaginge you can send all this data, RAW to a storage (eventually in the cloud) like AWS S3 buckets for example. Then using Big-data techniques, Splunk, Hadoop, Elasticsearch etc.. Overnight gain knowledge and enrich your CRM out of it, and create new content in your CMS based on the info you just earned. There is your link with your BI systems and Datawarehouse, based on that, the next visit of this person will be richer and more personalised then before. Now image you want this REAL TIME, based on a click or his surfing behaviour you can interact IMMEDIATELY within the same session, how powerfull is that ? That is possible with a real Time Segmentation engine.
• #20: Additionally, you can export enriched data to your datawarehouse to feed your CRM and import offline data into the Segmentation Engine to add additional elements. That makes 2 complete tracks feeding each other with valueable insightes, both offline, online, both raw, segmented and real-time & batch.