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Session 2 - CRM & Analysis - Coggle Diagram

- - - - Attract strangers into visitors (key words, social media, blog...) - Convert visitors into leads (form, calls-to-action, leanding pages...) - Close leads into customers (email. signals, workflows) - Delight customers into promoters (events, social inbox, smart content) & Promoters attract strangers (word-of-mouth)
    - - Data should capture explicit & implicit elements of a CJ
        
        Explicit = customer’s unconscious cognitive & emotional reactions (captured by electro dermal sensors or eye tracking)
        
        EDS = customers' emotional responses to new products/product features; ads; website design/navigation; store layout, product placement & customer service interactions
        
        Directly asking customers for their feedback or collecting data that they consciously provide (surveys, interviews, reviews...)
        
        Eye tracking = identify which areas of a website customers are most interested in and which areas they are ignoring; elements of a package design are most likely to capture customers' attention; best placement for products in a retail store; most effective way to design signage in a retail store or public space...
        
        Implicit = from observational data, either by human experts or automated cameras
    - - Clickstream data -> captures a detailed record of user interactions
        
        Data usually gathered by means of:
        
        Server log analysis
        
        Cookies
        
        Page tagging
        
        Can be used to profile prospects or CJ analysis, among many other applications
      - Ways
        
        Path analysis = traces paths users on websites/apps (transitions between pages, actions taken, and time spent at each stage)
        
        Funnel analysis = examines the conversion rates at predefined funnel steps (checkout process; registration form...)
        
        Flow analysis = customer movement online: extends path analysis by visualizing the overall flow of users across the website (highlighting popular entry points; page transitions; exit points...)
        
        Page overlay (click density) = visual representation of user interactions on individual pages (Page overlays show the areas where users click most often; and Click density analysis indicates the intensity of clicks in diff areas)
        
        Heatmap = visual representation of user attention & engagement on a website (colors to show areas w/ high/low activity) for businnesses to identify attractive areas & areas w/ needs for improv.
      - 3rd-party cookie = cookie that is stored on a user's device by a website from a domain other than the one the user is visiting; allows the 3rd-party website to track the user's activity across multiple websites, which can be used for targeted advertising & other purposes
        
        Cookie = small text files that websites store to remember visiter's info. about their visit. Tracks data of passwords, personalized exp., preferences...)
        
        Cache = temporary storage space where browsers remember parts of pages, like images, to help them open faster during your next visit
      - Page tagging: tool that tracks/categorizes a page or groups of pages on a website = adding small pieces of code (tags) to the HTML code of a webpage which contain info. about the page (its title, category, keywords...)
  - - - Customer Actions: Discovering Real Madrid's achievements, following players on social media, reading news about the team
      - Customer Needs: Understanding the team's history, philosophy, connecting with other fans
      - Business Goals: Increase brand awareness, attract new fans, generate excitement about the team
      - Touchpoints: Social media, news articles, word-of-mouth, online searches...
    - - Touchpoints: Official website, social media, fan forums, merchandise stores
      - Customer Actions: Researching the team squad, schedule, and statistics, visiting the website, preparing carts to buy...
      - Customer Needs: Evaluating the team's performance & potential, feeling a sense of belonging to the fan community, expressing their fandom through merchandise and support
      - Business Goals: Nurture fan engagement, encourage ticket purchases, promote merchandise sales, convert casual fans into loyal supporters and long-term members
    - - Touchpoints: Ticket purchasing platforms, travel agencies, official club stores
      - Customer Actions: Purchasing tickets for matches, booking travel to away games, acquiring official jerseys and memorabilia
      - Customer Needs: Securing access to desired matches, enjoying the live game experience, expressing their fandom through tangible items
      - Business Goals: Maximize ticket sales, generate revenue from merchandise, enhance the fan experience
    - - Touchpoints: Match attendance, social media engagement, fan club membership, merchandise purchases
      - Customer Actions: Attending matches regularly, engaging with the team on social media, participating in fan activities, renewing season tickets
      - Customer Needs: Feeling connected to the team and the fan community, experiencing the thrill of watching live matches, receiving exclusive benefits as a loyal fan
      - Business Goals: Foster long-term customer loyalty, increase customer lifetime value, encourage repeat ticket purchases and merchandise sales
    - - Touchpoints: Social media posts, fan discussions, online reviews, word-of-mouth recommendations
      - Customer Actions: Sharing positive experiences with other fans, recommending the team to friends and family, promoting the team on social media, defending the team against criticism
      - Customer Needs: Expressing their passion for the team, influencing others to become fans, contributing to the growth of the team's fan base
      - Business Goals: Generate positive word-of-mouth, attract new fans through existing fans' influence, strengthen the team's reputation and global reach
    - - Personalized engagement (marketing mess/recom based on indiv. pref. & interests; targeted emails/notif. mess about upcoming matches, player updates, exclusive merchandise offers, or personalized birthday greetings.)
      - Lead Nurturing & Conversion (identify potential fans: who visited the team's website, signed up for newsletters... Nurture these leads by sending. automated emails or mess. that provide valuable info. about the team/history/players, gradually driving them towards becoming loyal fans)
      - Social Media Manag. & Engagement (Automate, schedule & publish social media posts; respond to fan comments, encourage participationn with giveaways, games etc.)
      - Ticket Sale Optimization (adjust ticket prices based; send automated reminders to fans about upcoming matches & encourage them to purchase tickets early; offer personalized discounts/promo)
      - Merchandise Marketing & Promotion (Segment fans based on purchase history & browsing behavior to send targeted emails/notif. about new merchandise releases, exclusive offers, or personalized recom.; offer discounts/promo to incentivize purchases)
      - Fan Event Management & Communication (send reminders about upcoming events; collect feedback; segment fans based on event participation/pref. to send targeted invitations/promo. for future events)
      - Customer Support & Feedback Management (customer support responses to fan inquiries/complaints/feedback; sending personalized apologies, offering compensation, or resolving issues promptly; use feedback data to identify areas for improv. and enhance the overall fan experience)