Using data to design personalized customer experiences CX

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  1. 1. 2015 Merkle. All Rights Reserved. Confidential1 Using Data to Design Personalized Customer Experiences NEDMA Conference, Bentley University May 27, 2015 #WholeBrainMktg @AileenCahill @Merkle
  2. 2. 2015 Merkle. All Rights Reserved. Confidential2 Whole-Brain Marketing Requires Both! Art Science Big DataBranding Ad Technology Marketing Technology aka. Big Blender
  3. 3. 2015 Merkle. All Rights Reserved. Confidential33 Blending Science with Whole-Brain Marketing Using Data To . Create Personalized, Memorable & Valuable Customer Experiences
  4. 4. 2015 Merkle. All Rights Reserved. Confidential4 2014 Merkle. All Rights Reserved. Confidential
  5. 5. 2015 Merkle. All Rights Reserved. Confidential5 2014 Merkle. All Rights Reserved. Confidential
  6. 6. 2015 Merkle. All Rights Reserved. Confidential6 2014 Merkle. All Rights Reserved. Confidential Its about share of mind not share of voice
  7. 7. 2015 Merkle. All Rights Reserved. Confidential7 The audience is not brought to you or given to you; it's something that you fight for. You can forget that, especially if you've had some success. Getting an audience is HARD. Sustaining an audience is HARD. It demands a consistency of thought, of purpose, and of action over a long period of time. -- Bruce Springsteen
  8. 8. 2015 Merkle. All Rights Reserved. Confidential8 Today, Audiences are EARNED! Build your Audiences and Theyll Become your Customers Nurture & Engage Them with Relevant, Value-Added Content & Tools Youll Create Loyalty, Increase LifeTime Value Marketing MUST Move Beyond Selling & Transactions!
  9. 9. 2015 Merkle. All Rights Reserved. Confidential9 2014 Merkle. All Rights Reserved. Confidential
  10. 10. 2015 Merkle. All Rights Reserved. Confidential10 2014 Merkle. All Rights Reserved. Confidential Name & Address Person ID Phone # Email Address Cookie & Device ID AAS 1.0 AAS 2.0 AAS 3.0 AAS 4.0 AAS 5.0 The Evolution of Personally Addressable Marketing
  11. 11. 2015 Merkle. All Rights Reserved. Confidential11 Now Expanding Addressability Across Platforms Social Media Platforms Open Web (DMP) Ecommerce & Publisher Networks Addressable TV Future Expansion OptionsActively BuildingToday
  12. 12. 2015 Merkle. All Rights Reserved. Confidential12 2014 Merkle. All Rights Reserved. Confidential
  13. 13. 2015 Merkle. All Rights Reserved. Confidential13 2014 Merkle. All Rights Reserved. Confidential13 Its what you do with AAS thats important!
  14. 14. 2015 Merkle. All Rights Reserved. Confidential14 2014 Merkle. All Rights Reserved. Confidential14 We Make Addressable Consumer Experiences
  15. 15. 2015 Merkle. All Rights Reserved. Confidential15 Traditional marketing activity, with minimal focus on digital and innovative activities Digital marketing activity, with key focus on new technology capabilities Planning by vehicle in isolation, by quarter, by message Planning interactive experiences across vehicles, across a customers unique journey Push marketing activity, mainly offline Inefficient agency and business process Pull marketing activity, primarily digital Updated agency, business & planning model Singular focus on last touch attribution to pipeline and revenue Modern metrics leveraging fractional attribution Sohow do we deliver the right message to the right person about the right solution in the right place at the right time? Consumer-Centric Marketing
  16. 16. 2015 Merkle. All Rights Reserved. Confidential16 The Consumer Must Be at The Center -- Where & How Can We Add Value, Help Them Meet Their Goals and be Engaging Social Media Advertisements Person to Person
  17. 17. 2015 Merkle. All Rights Reserved. Confidential17 5 Consumer-Centric Principles for Personalization Personalization Value Exchange Engagement Responsiveness Context
  18. 18. 2015 Merkle. All Rights Reserved. Confidential18 Business Impact of Personalization 6-8% increased response rates due to optimized segmentation (Accenture/Aprimo) 2-3% increased sales (conversion rates) tied to campaign effectiveness and execution(Accenture/Aprimo) Precision targeted emails can generate 10x the revenue and 20x the profit of standard campaigns (Accenture/Aprimo) 3 Year Increase in Average consumer Revenue of up to $300/customer from a 10% consumer Satisfaction Improvement (Forrester) Companies with strong consumer experience enjoy 14.4% more consumers willing to buy another product, 16% less likely to switch and 17% more likely to recommend. (Forrester) Revenue Enhancement 30% Reduction in campaign spend waste through improved financial controls and visibility 20% Reduction of cycle times, including creative and production services 20% Improvement in productivity gain due to real efficiencies and user adoption 10% Optimization of the marketing mix due to enhanced visibility and decision making Reduced agency spend by 13 percent Decreased campaign cycle time by 32 percent Cost Avoidance Improved consumer experience Increased consumer satisfaction Increased consumer retention Decreased acquisition costs Removal of touchpoint redundancies Alternate channel operations Right message / offer/right time Frequency management Consumer preference management CRM Improvement Benefits Best-in-Class companies were 4.7 times more likely than their peers to use an integrated automated solution (Aberdeen).. Avg. 15X project investment return after 3 years
  19. 19. 2015 Merkle. All Rights Reserved. Confidential19 Evolution of Personalization Campaign Management Channel Optimization Decision Optimization Key segments differentiate groups for batched communications Journey based engagement defines offers and interactions. Targeting Optimization Level of insight Channel / Media Campaign Based Known consumers Batch Models Channel based Anonymous Real-time segments Experience based Machine learning Batch List Execution A/B Testing Cross channel & real-time Interaction optimization Email Direct Mail Website Landing Pages Contact / Service Center Sales Automation Display Social Smart Devices Tablets Segment & Interaction Personalized Experience Segment 1st & 3rd Party Segment 1st,, 2nd, & 3rd Party Single channel real-time Multivariate testing Automated segments define the next best offer.
  20. 20. 2015 Merkle. All Rights Reserved. Confidential20 Static Experience to Personalized Experiences (Channel Optimization) This page doesnt react to consumer data. All consumers receive the same page with the same messaging and/or offers. No Personalization Personalization Zone 1
  21. 21. 2015 Merkle. All Rights Reserved. Confidential21 2014 Merkle. All Rights Reserved. Confidential
  22. 22. 2015 Merkle. All Rights Reserved. Confidential22 More Data and Tools Than Ever to Complete This Picture 22 Her search query Her past behavior on your site Her history with your brand online and offline Her social network and activity All of her online activity All of her purchase history, online and off
  23. 23. 2015 Merkle. All Rights Reserved. Confidential23 Append!
  24. 24. 2015 Merkle. All Rights Reserved. Confidential24 Data is an Asset! Mine It For Competitive Advantage Systematic Use of Information Customer Data Warehouse Data analysis and gathering Predictive modeling To Attract and Keep Customers Cost-efficient acquisition Retention focused on profitable and at-risk customers Across channels Through On-Going Dialogue Real-time response Listening to customer Personalized, customized offers and messages For Long-Lasting Mutually Beneficial Relationships Customer-based measurements Continuous customer evaluation Data-Driven Marketing Uses Information To Drive a Meaningful & Mutually Beneficial Dialog Relationship
  25. 25. 2015 Merkle. All Rights Reserved. Confidential2525
  26. 26. 2015 Merkle. All Rights Reserved. Confidential26 Behavioral ContextualDescriptive Weaknesses Data Overload, Sys. Integration Complexity Difficult to Gather and Structure Into System Low Differentiation, Data Privacy Examples Purchases, Usage; Communication, Lifestyle Satisfaction, Events Competitor Actions, Online Behavior Contact, Size, Socio- Economic, SIC, Demographics Sources Internal Systems, Loyalty Schemes, External Data Sources Social Media, Cookies, Market Research Operational Systems, External Data Sources Strengths Personalizes to organization Relevant to CustomerEasily Available Key to Success Completeness CreativityAccuracy Purpose Understand Customers Behavior Understand Motivations & Attitudes Understand Customer Types of Customer Information Have a Customer Information Strategy Increasing Difficulty & Value
  27. 27. 2015 Merkle. All Rights Reserved. Confidential27 And a Data Strategy 360 Consumer View 27 CUSTOMER INSIGHTS PURCHASE CONSIDERATION BRAND INTERACTION Profile Completion Social Connect Mobile App Usage Event Check-in In-store Check-in Post/retweet w/ Brand hashtag Share Brand page Referral (sign- up/purchase) Write Product Review Add Item to Wish List In-store try-on Watch a video Like a Product Pin Product
  28. 28. 2015 Merkle. All Rights Reserved. Confidential28 Enhanced Consumer Data aka. 1st Party 28 STANDARD DATA CAPTURE ENHANCED DATA CAPTURE Name Email Mailing Address Purchase Item Transaction Amount Name Email Mailing Address Purchase Item Transaction Amount Items Viewed Items Added to Wish List Purchase Frequency Visit Behavior Preferences Social Likes Social Posts Product Ratings & Reviews Emails Opened/Clicked Advertisements Clicked
  29. 29. 2015 Merkle. All Rights Reserved. Confidential29 Leverage Everything You Know About Your Consumers LIFECYCLE BEHAVIORIDENTITY SEGMENT LOCATION VALUE Client 1st Party Data CRM Facebook 1st Party Data +