Successful retail marketing with customer journey analytics

Book by QuintusHegie.com

My portrait picture

Hi there business professional!

My name is Quintus Hegie, expert in the application of data driven omni-channel customer journeys within large Dutch business-to-consumer corporations.

In this section of my website you'll read more about my book titled 'Successful retail marketing with customer journey analytics', written for business professionals like you.

This book will teach you how to improve the effectiveness of your marketing and product efforts for guaranteed more repeated sales and happier customers.

Based on a simple yet successful data driven method infused with expert opinion and expertise, you will be able to rise above your competition in a consistent, predictable and durable manner.

Designed especially for retail and small business markets, the insights you'll get from this book will guide you to the better omni channel usage of your marketing budget as well as navigate to the development of products, that your intended target audience will happily buy (and keep buying).

So let's get started with the FREE first chapter called 'Introduction'.

Enjoy,

Quintus Hegie

Table of Contents

  1. Introduction

  2. Part I: The Idea

    • What is a typical Customer Journey?

    • Components of a Customer Journey

    • Customer Centric

      • What they say vs what they do
      • Collecting buying signals
      • Attitude of your team: helping customers
      • Phases

    • Lean Startup

      • Start small
      • Test early
      • Evaluate continuously
      • Iterate rapidly
      • Stacking & reusing (build upon earlier success)
      • Systemize / automate (systems thinking)

    • Marketing Mix

      • Offline and online
      • Digital Era
      • Omnichannel
      • Brand and brand identity

    • Life Cycles & Consumer Journeys

      • Customers
      • Journeys
      • Experiences (emotions)
      • Initiating events
      • Demographics
      • Profiling
      • Funnels vs timelines

    • Probability & Statistics

      • Probability
      • Linear regression
      • Correlations
      • Significance

  3. Part II: The Execution

    1. (Big) Data Model & Programs

      • events (facts)
      • listeners (scripts)
      • customer database (clients)
      • master data management
      • data transfer methods
      • api's and real time communication

    2. Analysis

      • start with a business problem (don't analyze for just analyzing)
      • flow and path analysis (within the customer journey)
      • chaid
      • decision tree
      • like for like
      • breakdown
      • rates / differentials
      • counting and comparing

    3. Modeling & Forecasting

      • propensity to buy
      • incremental response
      • next best action
      • customer journey flow
      • capacity planning

    4. Campaigns (Database Marketing)

      • from big bursts to always on
      • the campaign
      • the business case
      • the offer (products)
      • the message/communication
      • the channels
      • the response devices
      • initiating a dialogue instead of a one-shot
      • when to send (trigger based marketing)
      • viral marketing, nps, like & share ability

    5. Selecting & Targeting

      • who to select
      • who to target
      • how to retarget
      • timing

    6. Channels & Communication

      • post mail
      • email
      • support ticket systems / internal communication channels
      • social media
      • tv
      • print
      • events

    7. Response eliciting

      • gamification
      • rewards and punish (propulsity systems)
      • limited offer
      • seducing
      • bonding
      • the bigger treat
      • high status value (scarcity, exclusivity)

    8. Conversion, Attribution & Metrics

      • kpi's
      • conversion measurement
      • creating traction / flow
      • checkpoint/waypoints
      • attribution modeling
      • end2end tracking
      • identification
      • measuring involvement: frequency, intensity, business worth
      • last click count sucks, alternative attribution models (lineair, gradient)

    9. Lead Generation

      • prospecting
      • lead lists
      • follow up
      • management

    10. Keeping customers

      • buy reasons
      • product development: watch for customer signals
      • service excellence
      • churn reasons
      • competitors: good marketing campaign, lost to competitor ? check product offer & brand identity

  4. Part III: The Mastery

    1. Systemize / Automate

      • business rules
      • band and boundaries
      • departments

    2. Monitoring (BI)

      • data quality
      • data quantity
      • risks & opportunities signalation
      • remaining opportunity costs (marginal costs vs expenses)
      • accessibility for managers: summary, red flags, green traffic lights
      • what to start? What to stop? What to keep?

    3. Education

      • how to have your team understand dicewise
      • how every team member contributes
      • presenting + teaching others
      • asking the right questions, stimulating self direction, take responsibility
      • fun games to try out with your team
      • address failures, hackathon problems, reward and celebrate success
      • suggested reading

  5. Questions?

    • how to contact me
    • visit the expert forum
    • acknowlegdements
    • acknowlegdements
    • thanks for your time and interest!

  6. Appendix