This submit is sponsored by Epsilon.
Johnson & Johnson (J&J) has a heritage of greater than 130 years and is the world’s largest and most broadly-based healthcare firm recognized for its top-of-the-line private well being and hygiene merchandise.
As half of its progress technique, J&J Taiwan was eager to build nearer shopper relationships. It recognised the want to purchase extra high-value shoppers and interact with them successfully throughout the shopper life cycle. This would assist enhance shopper lifetime worth, thereby boosting customer retention, income, and profitability.
Effective customer engagement requires first individual (1P) and second individual (2P) data analytics, strategic customer segmentation, and real-time data insights to help the formulation of extra exact advertising and marketing methods. Also, having clear 1P data alignment and activating PII data by means of key media channels can assist optimise and build precision advertising and marketing plans.
Hampered with entry to solely fundamental customer segmentation that was not model-driven, J&J partnered with Epsilon to convey real-time data analytics and actionable insights. This would allow the model to activate first-party data for efficient customer engagement.
$1.2 million potential new gross sales alternatives recognized.
280-plus strategic data attributes recognized for shopper behaviour.
14-plus strategic suggestions to allow a DTC mannequin.
The challenges
The constraints of unfamiliarity
The group earlier used social channels akin to LINE, Facebook, and YouTube for customer engagement. In addition, every model was driving shopper engagement by means of varied content material and loyalty programmes through their canvas web sites.
They experimented on communication and personalisation re-targeting, however the absence of structured CRM journeys hampered their efforts. While that they had entry to some data insights, the scale and quantity weren’t enough to ship meaningful outcomes.
The lack of a model-driven customer segmentation system made it not possible for J&J to correctly analyse customer behaviour and arrive at actionable insights. Other than being unable to present a real-time pulse of the enterprise, the present data and analytics framework additionally significantly restricted online-2-offline CRM.
The lack of data harmonisation and direct-to-consumer (DTC) enablement additionally made it difficult to attribute gross sales and monetise 1P data. Therefore, it was crucial to allow actionable insights by means of strategic segmentation and monitor metrics akin to customer lifetime worth (CLV), engagement charges, and loyalty conversion charges to assist monetise the 1P data.
The answer
A four-step technique for data acquisition and analytics
To higher analyse its customer base, Epsilon decided {that a} sturdy data acquisition technique and a reporting and analytics framework could be the best choice. The group picked 4 strategic shopper segments and supporting expertise paths.
These segments had been developed with particular product correlation to product groupings/bundles for 2 very numerous manufacturers – Johnson’s Baby, which consists of an in depth vary of child care merchandise, together with child powder, shampoos, physique lotions, therapeutic massage oil, bathe gels and child wipes; and Regaine, which consists of scientifically confirmed therapies to cease and even reverse hereditary hair loss.
Epsilon really helpful a four-step method that entailed:
Identifying the alternative: Epsilon labored with the shopper insights and model advertising and marketing group at J&J to come up with enterprise outcomes and arrange the evaluation.
Building an surroundings: The group then developed a customized analytics surroundings throughout data, expertise, and analytics that additionally complied with privateness insurance policies, thereby making certain the moral use of customer data.
Analysis: Through an in depth evaluation of shopper data through a number of sources, a strategic plan to monetise J&J’s 1PD was formulated.
Strategic segmentation: The artefacts derived offered the richest and most complete basis of shopper behaviours and actionable insights that had been in line with the marketing campaign’s goal and key outcomes.
New alternatives, actionable insights, optimised campaigns
Strategically segmented shopper model data helps J&J acquire information to allow strategic conversion of prospects. The new framework helps uncover cross-sell and upsell alternatives through transaction data and different associated data. Identification of shopper engagement traits can drive loyalty through marketing campaign optimisation in the CRM journey.
In addition, the new framework helps set the basis to monitor and measure KPIs and analyse transactions in real-time. It gives the vital constructing blocks to automate the CRM life cycle journey and allow CLV/propensity evaluation to higher forecast and optimise future acquisitions. The framework can be replicated as a skeleton for E2E shopper data engagements.
With an enriched 1P data framework, the organisation is healthier ready to enable varied advert hoc analyses, and equipment up for a cookie-less future.
With the framework in place, J&J can now:
The outcomes
Four strategic shopper segments and supporting expertise paths had been developed with particular product correlation to product groupings/bundles for the Johnson’s Baby and Regaine manufacturers.
Provided segment-level marketing campaign suggestions with distinct check and be taught methods, shopper journey mapping, and KPI monitoring that helped activate precision advertising and marketing use instances.
Using shopper segmentation: developed a deliberate contact and focusing on methods to enhance invoice-based loyalty response and web site engagement.
Partnered to create potential alternative to acquire evaluation to decide the impression of non-targeted shoppers on buy behaviour.
Develop and translate insights into personalised electronic mail suggestions to guarantee the most related communications to drive engagement.
https://www.marketing-interactive.com/empowering-johnson-johnson-to-build-meaningful-customer-relationships-with-the-power-of-first-party-data
