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Digital Marketing & Media Trends
Leveraging Big Data to Deliver Personalized Customer Experiences
Uncovering Enterprise Marketers’ Techniques and Best Practices for
Driving Relevant, Engaging, and Personalized Customer Experience
A Questex Company
IntroductionEnterpr ise marketers have faced chal lenges with
col lect ing, managing, and apply ing a deluge of data
for wel l over two decades. Companies have been
bui ld ing mass ive Customer Relat ionship Management
databases; loading up data warehouses f i l led with
transact ional , demographic, and behavioral data;
forging re lat ionships with a growing array of third-
party data providers; and archiv ing reports on past
campaign performance.
These sources of data have been bui l t up, analyzed,
and f ine-tuned to help companies accompl ish
two pr imary goals : gain a better understanding
of customers’ needs, preferences, and behaviors
to del iver engaging exper iences, and support
the constant churn of the sa les funnel through
increas ingly-targeted market ing and advert is ing.
L e v e r a g i n g B i g D a t a t o D e l i v e r P e r s o n a l i z e d C u s t o m e r E x p e r i e n c e s
With over two decades of analyt ics expert ise, the
concept of Big Data—datasets so large in volume
and var ied in source or format that they require
highly-scalable infrastructure and robust analyt ica l
tools to process—is not new to marketers as a
means to achieve those goals .
Nevertheless, the explos ion of measurable digita l
channels—web, emai l , socia l , v ideo, and mobi le—
is adding a great deal of complexity, but a lso
exponent ia l opportunity for marketers to del iver
re levant, engaging, and personal ized customer
experiences that help retain customers and grow
profits.
As companies cont inue to se l l more products and
serv ices onl ine—and s imultaneously shift their
market ing and ad dol lars across a more diverse mix
of channels—they are encounter ing new formats,
sources, and scales of data:
• Comprehensive c l ick-tracking for dr iv ing real-
t ime content opt imizat ion
• Preference management for customer
communicat ions
• Geolocat ion data for local ized messaging,
market ing, and advert is ing
• Transact ional data for feeding personal ized
recommendat ions and promotions
• Socia l conversat ions gleaned for greater
customer ins ight and better serv ice
“Big Data” is Not New to Marketers
In many enterpr ises, competencies rooted in
tradit ional database market ing are s i loed from
digita l market ing operat ions, creat ing gaps
and l ike ly del iver ing a dis jo inted exper ience to
customers. How can these marketers re-organize,
re-focus, and re- invest to effect ive ly leverage their
ex ist ing data investments a long with newer big
data appl icat ions to del iver a re levant, engaging,
and personal ized customer exper ience (CX) that
adds value to ex ist ing re lat ionships, helps attract
and acquire new customers, and ult imately dr ive
sa les growth?
Project ObjectivesInfoTrends is launching a t imely, in-depth study
ent i t led Leveraging Big Data to Deliver
Personalized Customer Experiences that wi l l
explore key business dr ivers , object ives, and results
of marketers that pursue customer exper ience
personal izat ion by us ing big data. This study wi l l
use a combinat ion of quant i tat ive and qual i tat ive
research to:
• Def ine the overal l current state of customer
exper ience personal izat ion across different
stages of the customer l i fecyc le; the
advantages, drawbacks, and pers istent
chal lenges that marketers current ly face;
and future plans and predict ions for how the
pract ice wi l l evolve.
• Shed l ight on the organizat ional structures,
sk i l l sets , technologies, serv ices, and best
pract ices that leading enterpr ises use to
harness big data to power engaging, effect ive,
personal ized customer exper iences.
• S ize and forecast marketers’ level of investment
in customer exper ience personal izat ion over f ive
years from two perspect ives: overal l spending
dedicated to achiev ing customer exper ience
personal izat ion and investment by channel .
• Br ing c lar i ty to a complex landscape of
technologies and serv ices used to power
customer exper ience personal izat ion by
segmenting and mapping key players, as wel l as
highl ight ing the interre lat ionships that many of
them have.
• Identify key opportunities that technology and
services firms have to help enterprise marketers
achieve their customer exper ience personal izat ion
goals .
Defining the Customer Experience Personalization Landscape
For I l lustrat ive Purposes Only Market landscape wi l l inc lude companies with capabi l i t ies to d irect ly support customer exper ience personal izat ion
More specif ica l ly, th is study wi l l answer important
quest ions that enterpr ise marketers have about
us ing big data to del iver personal ized customer
exper iences, inc luding:
• How much do I have to invest and what wi l l
be my ROI i f I pursue customer exper ience
personal izat ion?
• Do I real ly need to hire new talent to succeed,
or can I ut i l ize my exist ing staff?
• What technology and serv ice providers do I need
to work with to help me reach my goals?
• What are the operat ional and organizat ional
paths to become a leader in this area?
• How do secur i ty and pr ivacy factor into the
pract ice of customer exper ience personal izat ion?
This study wi l l a lso answer important quest ions
that technology and services f irms have about how
they can play a role in helping companies meet
their objectives when personal iz ing their customer
exper ience:
• What are the biggest chal lenges that marketers
face when try ing to leverage big data to support
personal ized customer exper iences?
• What technologies and serv ices are enterpr ise
marketers current ly us ing to support the
management and execut ion of personal ized
customer exper iences?
• How much are enterpr ise marketers spending to
meet their customer exper ience personal izat ion
object ives?
• Where do gaps ex ist within the technology and
serv ices landscape and how can they be f i l led?
• What are the requirements around data secur i ty
and pr ivacy to provide peace-of-mind to
marketers and their audiences?
Research Methodology
Identifying Leaders and Uncovering Best
Practices of Enterprise Marketers
A key component of the study is a structured web
survey of 200 B2C marketers from the U.S. in a
customer experience role . These survey results
wi l l ident i fy character ist ics of market leaders,
part ic ipants, and laggards as i t re lates to leveraging
big data to del iver personal ized customer
exper iences. They wi l l a lso uncover best pract ices
re lated to overcoming big data chal lenges re lated to
personal izat ion, providing a road map for to become
effect ive, leading pract i t ioners.
In-Depth Interviews with Marketing
Professionals
In-depth qual i tat ive interv iews with 15-20 marketers
in a customer experience role wi l l be used to
gain deeper ins ight into specif ic pract ices re lated
to managing and exploit ing big data to achieve
personal ized customer exper iences. Vert ica l market
scope inc ludes (but is not l imited to) reta i l , f inancia l
serv ices, insurance, and travel /hospita l i ty.
In-Depth Briefings with Technology and
Services Firms
In-depth br ief ings with 15-20 technology &
services f irms that support customer experience
personalization to better understand the role that
software platforms and serv ices play in del iver ing
engaging, effect ive, personal ized exper iences to
customers and prospects.
Secondary Research Over the past few years, InfoTrends has conducted
extens ive research with enterpr ises, marketers,
consumers, technology vendors, and serv ice providers
about the role of big data, personal izat ion, and
cross-channel market ing. Relevant research reports to
this study inc lude:
• Understanding Vertical Markets: Enterprise
Communication Requirements (2012)
• Mobile Technology: Making Print Interactive
(2011)
• The Future of EBPP in North America (2010)
• Capturing the Cross-Media Direct Marketing
Opportunity (2009)
InfoTrends wi l l use these sources, as wel l as evaluate
and use the vast array of secondary research
avai lable on big data, customer exper ience, and
personalization to provide a well-balanced and accurate
description of current trends and future opportunit ies
relat ive to this study.
Market Sizing and Forecasting
InfoTrends wi l l use ins ight garnered from this study’s
quant i tat ive, qual i tat ive, and secondary research
act iv i t ies to develop a market size and five-year
forecast of marketers’ level of investment to achieve
customer exper ience personal izat ion from two
perspect ives:
• Overal l level of investment broken down
by internal capabi l i t ies ( t ra in ing, ta lent,
development) , external serv ices (profess ional ,
data, market ing) , and technology.
• Level of investment broken down by channel ,
inc luding web, emai l , search, d isplay, socia l ,
v ideo, mobi le, and pr int .
Our market s ize and forecast research wi l l provide
marketers with guidance about the direct ion
of investment that other marketers are making
to achieve and support customer exper ience
personal izat ion by a number of re levant metr ics .
In addit ion, i t wi l l provide technology and serv ices
f i rms with ins ight into where growth opportunit ies
ex ist for providing solut ions that help marketers
meet their object ives.
Who Should Subscribe?• Enterpr ise marketers that need guidance and
ins ight on big data and customer exper ience
personal izat ion
• Technology and serv ices f i rms that current ly
provide solut ions that support customer
exper ience personal izat ion
• Technology and serv ices f i rms interested in
providing solut ions to help solve marketers’
chal lenges with del iver ing personal ized
customer exper iences through the use of
b ig data
Analysis and Project DeliverablesExtensive analys is of the survey results , interv iews,
br ief ings, and secondary research wi l l be used to
develop and provide comprehensive ins ight on this
market trend:
• An Execut ive Summary that addresses key
issues, f indings, and overal l recommendat ions
• A detai led written report with text , charts , and
graphs address ing the object ives of
the study
• A PowerPoint presentat ion for internal
communicat ion of the research results
• Extens ive data books des igned for addit ional
analys is of key survey quest ions by specif ic
demographics
• Market s iz ing and forecasts on marketers’
resource investments and spend across channels
Project TimelineInfoTrends intends to start th is project on
May 1, 2013, with plans to complete the report by
September 30, 2013. Throughout the course of the
project , InfoTrends wi l l i ssues regular updates on i ts
status.
Terms and ConditionsLiability for Advice
Although reasonable efforts wi l l be made by
InfoTrends to ensure the completeness and accuracy
of the information contained in written and oral
reports in connect ion with the proposed study, no
l iabi l i ty can be accepted by InfoTrends for the results
of any act ions taken by the c l ient in connect ion with
such information, opinions, or advice.
Copyrights
InfoTrends reta ins a l l copyr ights. The reproduct ion of
any mater ia ls i s prohibited without written consent
from InfoTrends.
Confidentiality
InfoTrends wi l l use i ts best efforts to ensure that
any conf ident ia l information obtained about the
c l ient and i ts bus iness dur ing the course of the
proposed study is not, unless agreed otherwise in
advance, d isc losed to any third party without the
pr ior wr i t ten permiss ion of the c l ient. InfoTrends
reta ins the r ight to re-use any non-propr ietary
information as part of i ts ongoing analys is of the
industry.
About InfoTrends
InfoTrends is the leading worldwide market research
and strategic consult ing f i rm for the digita l imaging
and document solut ions industry. We provide research,
analys is , forecasts , and advice to help c l ients understand
market trends, ident i fy opportunit ies, and develop
strategies to grow their bus inesses.
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Subscriber Rateafter Apri l 30, 2013
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Subscription includes:
Written report x
PowerPoint Presentat ion x
Data Tabulat ion
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Leveraging Big Data to Deliver Personalized Customer Experiences
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enterpr ise marketer’s techniques and best pract ices for dr iv ing re levant, engaging, and personal ized
customer exper ience.
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