Webinar Deck: Building Customer Relationships in an Omni-Channel World

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Building Customer Relationships in an Omni-Channel World Wednesday, July 23, 2014

description

“Building Customer Relationships in an Omni-Channel World” Connecting the dots in an omni-channel world is a challenge that makes it difficult for brands to form meaningful relationships with their customers. A lack of visibility across channels results in broken customer journeys which undermine efforts to cultivate exceptional brand loyalty. In this webinar we will discuss how to connect the dots so you can focus on optimizing for people, rather than channels. This webinar will cover: -Creating robust customer profiles through first party data -Managing the balance between demographic and real-time data -Acting on customer insights -Measuring the impact of a personalized customer journey SPEAKERS: Rick Weithas, Director of Product Marketing, Ensighten & Jared Polidoro, VP of Client Services, Maxymiser

Transcript of Webinar Deck: Building Customer Relationships in an Omni-Channel World

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Building Customer Relationships in an Omni-Channel World

Wednesday, July 23, 2014

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Copyright Maxymiser 2014

Rick Weithas@ensighten

Jared Polidoro@maxymiser

Panelists:

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Copyright Maxymiser 2014

Who We Are

Maxymiser is the most powerful solution for optimizing the online

customer experience. You can quickly and easily run the most simple to

most sophisticated campaigns across the entire customer journey.

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Why Ensighten?

Ensighten, the global leader in omni-channel data and tag management is changing the face of digital marketing by transforming the way enterprises collect, own and act on their customer data across every marketing channel and device. The Ensighten platform processes tag requests across 150+ countries, for companies transacting over $1.9 trillion in revenue.

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Challenge: – Currently, optimization is done in single channels. Marketers

aren’t able to coordinate programs across the various channels in the customer journey.

Solution: – Ensighten + Maxymiser deliver a complete customer experience.

– Ensighten enables the marketer to collect and own omni-

channel customer data deliver it immediately to Maxymiser.– Maxymiser leverages that omni-channel insight to personalize

the customer experience.

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Personalizing The Omni-Channel User Experience

Personalization is the use of

Data to deliver a relevant and

engaging experience to a

consumer across Channels andDevices

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Personalization Is A Hot Topic In Our Industry

Personalization was the fastest-growing Top Tech 2014 technology category with a customer base that grew about 68% to 337 Top 1000 merchants.”-Internet Retailer

“Targeting and personalization' is seen by B2C respondents as the top digital-related priority for the year ahead, followed by conversion rate optimization and then social media engagement.”-2014 Digital Trends, Econsultancy and Adobe Brief

A great digital experience is not a ‘nice-to-have’; it’s a ‘make-or-break’ for you business as we more fully enter the digital age.” –Forrester Top Technology Trends for 2014

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What Is Driving Industry Demand for Personalization?

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The Rise of the Omni-Channel Consumer

Multi-Device - Multi-Channel - Multi-Touch. Forrester Calls This The “Age of the Customer”

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Users Experience a Brand Across Many Touch Points

Delivering a Personalized, Relevant, and Consistent Experience Across Touch Points is a Significant Challenge.How Do You Stop Suffering From Marketing Amnesia?

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Enterprise Personalization: Data and Technology Challenge Enterprise Data

MissingInaccurateNot integratedNot ownedNot built around usersNot available for action

Enterprise TechnologyUnder IT controlHard to enrich w/ dataLimited integration

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Solving For Enterprise Scale Personalization

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New Capabilities Required For Omni-Channel Personalization

Collect - Data Layer –Collect All Data (Online/Offsite/Offline)

Integration Layer – Own & Unify (1st Party + Privacy)

Identity Layer – Build, Sync and Stitch User Profiles

Decision Layer – Rules, Segments, Scores, Models

Action Layer –Real-Time & 1:1 Any Use Case/Channel

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1. Collect Data Across Any Device or Touchpoint

Collect - Data Layer –Collect All Data (Online/Offsite/Offline)

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KeywordCampaign IDPromo Code

URL Parameters

Browser TypeOperating SystemScreen ResolutionDevice Type

User Agent/Browser

Page NameSite SectionPage/Content Type

Page DOM/HTML

SKUProduct EditionBoxshotCategory

Product/SKU

Order priceOrder quantityDiscount CodeTotal Cart Amount

Cart

Customer IDPurchase historyCampaign history

CRM/Offline

Data Layer

Cookies

New/ReturnVisit NumberTime on SitePathing

Offsite/3rd Party

DemopgrahicsAd historySocial GraphIn-Market details

Data Layer: Collect & Unify All Your Digital Data

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2. Integrate the Data To Maximize Ownership & Privacy

Collect - Data Layer –Collect All Data (Online/Offsite/Offline)

Integration Layer – Own & Unify (1st Party + Privacy)

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Enterprise Personalization Requires Data Ownership + Privacy Control

Privacy: Enterprise personalization requires managing and enforcing privacy controls at a 1:1 user level including all data and technology

Data Ownership: Enterprises need to own all their data to enhance data integration, reduce costs, and enhance data actionability across channels

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3. Create and Stitch Profiles in Real-Time Across Devices

Collect - Data Layer –Collect All Data (Online/Offsite/Offline)

Integration Layer – Own & Unify (1st Party + Privacy)

Identity Layer – Build, Sync and Stitch User Profiles

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Personalization Is About Moving to 1:1 View Of Your Users

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Personalization Requires Building Omni-Channel User Profiles

DisplayEmailSocial3rd party

CRMDatamartCall CenterFinancialAdvisors

WebsiteMobile SiteMobile App

User Profil

e

Offsite

Onsite

Offline

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You Also Need a Way to Stitch Together a Single View Of Your Users

Display Mobile Mobile Website Login

UUID: S13u$7@

Email Website Form

UUID: x7d90@76

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Merge Profiles to Gain a 360 View of the User Experience

Display

Mobile

Mobile

Display

Display Email Websi

te Login

UUID: x7d90@76

Apply Business Rules on When to Merge Profiles

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4. Enrich Profiles With Real-Time Analytics & Calculations

Collect - Data Layer –Collect All Data (Online/Offsite/Offline)

Integration Layer – Own & Unify (1st Party + Privacy)

Identity Layer – Build, Sync and Stitch User Profiles

Decision Layer – Rules, Segments, Scores, Models

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Convert Raw Data Into Real-Time Actionable Insights

Profile SegmentsPropensity to Buy: HighNext Best Action: X-SellCustomer Segment: LoyalUser Profile: Affluent SaverProduct Affinity: CD & SavingsEngagement Score: 71Test Cell: 7xD9

Profile DataUUID: x7d90@76Visit Number: 7Most Recent Visit: 3/27/2014Device Type: iOSBrowser: Mozilla 22.0Geo-location: AustinCustomer Date: 8/2/2011

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5. Deploy In Real-Time Across Any Tag or Technology

Collect - Data Layer –Collect All Data (Online/Offsite/Offline)

Integration Layer – Own & Unify (1st Party + Privacy)

Identity Layer – Build, Sync and Stitch User Profiles

Decision Layer – Rules, Segments, Scores, Models

Action Layer –Real-Time & 1:1 Any Use Case

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Ensighten to Maxymiser Integration

Direct integration Build and schedule data importsCreate Profile merge rules

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This Is Where Ensighten Is Going With Our Platform…

Collect -

Mobile

Manage

Privacy

Tag Delivery Network

Omni-Channel Personalization Platform

ActivatePulseOne

Data Layer

Integration Layer

Identity Layer

Decision Layer

Action Layer

Collect, Own, and Act On All Your DataBuild Your Own Data & Technology Stack

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Copyright Maxymiser 2014

Building a customer relationship

• You don’t get to know someone in a day• Collect data over time to create an

accurate picture of your customers and their preferences

• Use that data to create relevant experiences

• Test multiple versions of personalization to understand the positive or negative impact of the experience

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Copyright Maxymiser 2014

Use Case 1: Traveling from device to device

Searched: Hawaiian Vacation Packages

Device Type: Tablet

Trip Details: 2 Adults & 3 Children2 Week Stay

Traveler Type: Leisure

Lifestyle: Family

Rewards Member: No

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Use Case 1: Traveling from device to device

30

+3%

-4%

+8%

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Use Case 2: Browsing vs. Buying

Browsing History:

• Device = Laptop• View Recommendations = Yes• Used Search Bar = No• Add to Cart = No• Checkout = Yes

• Device Type = Mobile• Viewed Recommendations = No• Used Search Bar = Yes• Add to Cart = No• Checkout = No

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Use Case 2: Browsing vs. Buying

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Use Case 2: Browsing vs. Buying

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Copyright Maxymiser 2014

Recap

• Take your time and get to know your customers

• Use what you have learned to build a more personal experience

• Test and test again! You must understand if your efforts to personalize are working

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Copyright Maxymiser 2014

Questions?