20131105 gala gpec

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.”

THANKS

read more here and here