The method:
A strategy project with 4 stories.
Story 1: Inventory & Scoping
We make an inventory of your current situation and your ambitions. We create a detailed map of your current and required data architecture, thereby scoping the project to your specific goals.
Story 2: Strategy and process
Having established your current situation, your environment and your ambitions, I devise a step by step roadmap to get there, applying goals, targets, milestones and KPI’s for all stakeholders involved.
Story 3: Implementation & Optimisation
The project is not done when the strategy is established. I help to implement it, then gather, analyze and learn from the data and optimize accordingly. I am committed to your success.
Story 4: Transformation & Training
Only when your teams transform and adopt the new technology and workflows, will your organization truly change. We make sure your people are trained, fully informed and motivated to take on the new challenges.
Expertise.
Please read below about some of the areas relating to Strategy that I at René Nijhuis Digital Marketing have experience with. Find more areas of expertise on the Expertise page.
Omnichannel Commerce
Customers nowadays expect to be able to take full advantage of your various outlets for shopping, returns, service and contact. That requires a seamless 360 degree view of the customer which is available in all client facing units in real time.
Personalisation
Although there are privacy concerns with personalization, visitors increasingly expect relevant suggestions based on prior observed interest and personalized messaging across all platforms in a timely and unintrusive manner. A sound personalization strategy is all about understanding your visitor and catering to them in a way that is perceived as natural and primarily serving their goals rather than yours.
ROPO
E-commerce companies that have brick and mortar stores as well, often struggle to understand which part of their online audience eventually makes the purchase offline and vice versa. By applying statistical models to on- and offline data, we are able to attribute part of the offline sales to the online channel. In much the same way we can make the connection between store visits, offline marketing and online visits and sales.
Cross Device Attribution
Your customers use an average of 3 devices to access your platforms. That means that you have to be able to stitch the sessions of these users together to understand their behavior across the platforms. Several tools offer reliable solutions for this and we will work with the one that best suits your purpose.
Conversion attribution
A lot of marketers determine the success of their online campaigns based on a version of the last click conversion attribution model. Although this is quick and easy, technology nowadays is so advanced that you can test different attribution models against each other to see which campaigns play what role in what stage of the conversion funnel. You can even use data driven models on the fly. In the end it all comes down to defining your new baseline model and learning about what role each of your channels play.
