将酒庄数据转化为实际行动.pdf

1、Turn Your Winerys Data into ActionTop Performer PlaybookLesley BerglundStrong Leaders.Healthy Teams.Successful Wineries.Winery Data LandscapeInternal Data(Your KPIs)vs.External Data(Benchmarking)-Hard Data(Metrics)vs.Soft Data(Sentiment)-Informational Data(Rearview Mirror)vs.Actionable Data(Forward

2、Looking)Our PanelLesley BerglundCo-Founder&Chairman,WISERosie BehrensDirect to Consumer Manager,Six Mile BridgeErika BoudreauxDirector of Membership&Sales,PejuRosie BehrensErika BoudreauxTop Performer ThemesWine Sales ConversionClub ConversionContact Data CaptureProactive OutreachClub CustomizationC

3、lub Retention FocusClub%ofVisitationBenchmark Whats PossibleCalling CampaignsMicro SegmentationE-Mail FrequencySmart TextingMeasure What MattersSet the Right GoalsReward Right BehaviorInvest in“A”PlayersTop Performer DifferencesFrom Community Benchmark:Some WISE Tips 75%TR Wine Order Conversion Rate

4、sTraining,Incentives,Staffing Levels(Investment ROI)43%TR Visitors are Club MembersPrioritize&Measure(Actives vs.Passives)From Commerce 7:92%Contact Data CaptureA Binary Game(Focus,Visible)10 Email Campaigns/YearMore Frequency(MarComm Calendar)Enolytics:40%Wine Club CustomizationFrequent,Consistent Reminders(Proactive,Visible)20%Annual Club Attrition Retention Programs(Proactive Outreach)Q&ALesley BerglundCo-Founder&Chairman,WISERosie BehrensDirect to Consumer Manager,Six Mile BErika BoudreauxDirector of Membership&Sales,P