Etalon case study: CJM and marketing automation architecture

Developing the CJM

The CJM (customer journey map) covers the stages of interaction, from searching for a home on real estate aggregator sites to follow-up communication after interacting with a sales manager. For each stage, we compiled:

• goals: the main task that needs to be accomplished;
• triggers: what prompts the interaction;
• expectations: what the customer expects at each stage of interaction;
• pain points: what objections the customer has;
• emotions: how the interaction with the product can be rated at the end of the step;
• recommendations: what can be improved in the interactions;
• Datawave features: how the Datawave platform can simplify customer interactions.

In the CJM, it is essential to capture the steps the customer goes through (where they came from and what they will do next). This approach makes it possible to design a detailed marketing automation architecture that increases inquiry-to-lead conversion and actively moves customers down the sales funnel.

Developing the marketing automation architecture

The automation is built on email, website page personalization, personalized pop-ups (banners) and SMS. This makes it possible to engage the customer at any stage of the funnel, from initial interest to follow-up communication.

The main goal is to get the user to submit a viewing request. The key pages for interaction are “Home”, “Apartments”, individual apartment pages, “Mortgage programs”, “Design plans”, “About the company” and others.

We looked at the following traffic sources separately:

• organic traffic;
• advertising: a tool for attracting new audiences;
• email marketing: the main communication tool (views, opens, click-throughs);
• pop-ups: a communication tool for the early stages of the funnel (number of banner clicks, number of forms submitted);
• website page personalization (number of clicks on website elements).

We also split all communications by user segment:

• “Newcomers” segment: people visiting the website for the first time;
• “Active, interested” segment: people who have visited the website several times and shown interest in a particular type of floor plan/number of rooms, further divided by interest (2-room, 3-room, etc.);
• “Active, interested (mortgage)” segment: people browsing mortgage programs on the website and using the mortgage calculator;
• “Active, clicked on move-in-ready apartments” segment.

The final architecture included:

• 6 interaction chains for these user segments, using all communication channels (email, website page personalization, personalized pop-ups (banners) and SMS);
• “Contact a manager” forms;
• 18 banners for user segments;
• 18 versions of the home page for different user segments;
• 30 templates for email and SMS.

Expected results

• Annual revenue growth of over 5%;
• A 1.5–2x increase in display advertising effectiveness;
• Lower customer acquisition costs;
• Reduced call center workload.

Conclusions

A thoroughly developed CJM is the foundation for launching effective marketing campaigns. Each customer segment has its own interests and needs, but spending managers' effort on every audience segment at every stage of the funnel is pointless, since only the most interested customers will remain. You will lose the rest without even knowing at what stage this happened or why. That is why it is important to digitize the customer journey and identify attention triggers for each segment.

Attracting new audiences after choosing a CDP solution. To get hot inquiries, you need to attract and warm up marketing leads. Automation helps optimize inquiry handling at every stage of the funnel, from the first touch until the inquiry is handed off to the sales department. Connecting a CDP solution before you start attracting audiences and launching new marketing campaigns will let you make the most of your media traffic.

Combining disparate tools to increase conversion. Automation lets you quickly build trigger chains of varying complexity.

And thanks to the Datawave lead qualification scoring module, we know exactly what stage each customer is at, which makes it possible to prioritize customers and spend more time on those who show the greatest interest in buying.