Post on 18-Nov-2014
description
Gala GPeC 2013
Iulian Padurariu
“Online-ul este o platformă de comunicare.”
Iulian Padurariu
“Online-ul este o platformă de comunicare.”
Cum am putea dresa o focă?
Cum am putea dresa o focă?
operant conditioning
stimulus-response
Skinner
discriminative stimulus
primary and secondary reinforcement
least reinforcing scenario
variable and non-variable reinforcement
“
Make a FUN experience when FOCA does what you want
Don’t give any feedback when they don’t
FEEDBACK &
FEEDBACK BRIDGE
“Online-ul este o platformă de comunicare.”
FOCUS on mini-outcomes
• that precede, • predict, • lead to the “big outcome”
“Treat every visitor engagement with a button, link, form, and scroll bar
as a micro-conversion, a mini-outcome leading to the desired big-outcome.”
“Treat every visitor engagement with a button, link, form, and scroll bar
as a micro-conversion, a mini-outcome leading to the desired big-outcome.”
Every click should be rewarded.
Begin Gentle
YOU ARE NOT
Built a relationship of trust with your visitor
• Start with “EASY FUN”
• Reward curiosity
• Surprise
Do you have?
• Introductory video?
• Landing on a page with helpful resources/links?
• An online calculator?
• Viewing high-res images of your products?
Getting harder. SLOWLY.
We just covered Foundational Planning
Foundational planning
• Loyalty technology and/or services
• Data collection, management and analysis tools
• Process and people to support execution
Time to next stage: 6 - 12 months
Programmatic Alignment
Key steps
• Establish test-and-learn process.
• Refine strategy, data processes and program design.
• Build test and control groups for testing and measurement.
Time to next stage: 1 - 2 years
Intelligent integration and
automation
Invest in innovation
• identifying new technologies, capabilities, and processes
• sharpen customer understanding
• build out real-time capabilities, and incorporate social data to refine offer management, targeting and relevance.
“Loyalty breaks the vicious circle of
price wars.”
“Loyalty breaks the vicious circle of
price wars.”