From recent data we know that customers no longer follow a direct path from engagement to purchase, they take on a more fluid and sporadic buying pattern, interacting at different points across the customer journey. The good news is; businesses are now able to influence the customer journey through well timed digital touchpoints to guide buyers and influence business outcomes. But to get there we must first understand the behaviour.

1. Marketing Automation &
Customer Journey Mapping

2. Y o u a n d I
T H E V A L U E E X C H A N G E

3. Customer journeys are the omni-channel
paths customers take with touchpoints to
interact with your brand..

4. Customer journeys are the way Rachel
interacts with you as she figures out what
you have that she wants or needs…

5. Retail / events / glancing
moments
It’s the ways Rachel
interacts at all
touchpoints both in
and out of the digital
world.
And how the
touchpoints interact
with each other.
• Preferences
• Need states
• Behaviours
• Place
• and Device
The micro moments
on device
Where she is on her journey –
browsing, snacking, learning
Search trends

6. Marketing Automation is the way the
business serves up value at a specific
touchpoint to customers based on
behaviour, preference and other rich data.

7. Marketing Automation is the way you learn,
build and serve a cohesive personalised story
for Rachel at every touch point through
relevant content.

8. 1. How do I get to
know you, how do I
build trust, how do I
give you stuff you
actually want, need
or is of value.
2. How do I make it
frictionless,
seamless, personal
and incredibly
relevant
Sharing the Love

9. 1. Acquisition
2. Nurturing
3. Retention
4. Onboarding
5. Loyalty
6. Abandonment
(cart/web)
7. Inactive enables you to build
automated interactions
fulfilling their needs

10. We look to create Intelligent Traction across
the user journey from customer behaviour,
preference and often third party data
3RD
PARTY
DATA

11. Not sexySexy
Mobile makes Todays email sexy and the
most successful channel with the ability to
personalise.

12. Today emails are drawing data from
• Bureau of Meteorology
• Internet of things
• Traffic
• Smart homes
• Smart technology
• Buyer behaviour
• Location
• Consumption
Tomorrow (as in really tomorrow)
• A.I.
• Telematics
• Genetics

13. Customer on boarded -
sent emails based on
festivals in cities, music
and drink preferences
Data is collected from
from BOM based on
heat spikes in locations
Locations are then
integrated to festivals
happening in that order
and distributors are
prompted to restock
Customers/distributors
are matched via email
and mobile. Customers
can get drink they want
at event related venues
CASE STUDY – GLOBAL FMCG

14. • Marketing Automation is about nurturing
• Nurturing is about storytelling and value
• Work on a frictionless customer journey (map it out)
• Images don’t make emails more sexy
• Emails that are authentic and personal - have better
open rates (that comes from data).
• Not sexy – too many emails
FRAGILE CONSUMERS

15. Sharing the love in
a still sexy medium
Give customers
what they need
in a
personalised
way to create
authenticity.
They know me
You get a real
single view of a
customer..
Drive business
value

16. © Traction Digital Pty Ltd. All rights reserved. Supplied commercial in confidence.
Traction Digital
Data intelligence behind personalised interactions