Marta Pichlak-Miarka & Tony Spelkens SAS
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1 Marta Pichlak-Miarka & Tony Spelkens SAS
2 REAL-TIME PERSONALIZATION IN 5 STEPS MARTA PICHLAK-MIARKA & TONY CUSTOMER INTELLIGENCE CONSULTANTS
3 MINORITY REPORT STYLE ADS THAT SCAN YOUR RETINA, KNOW YOUR NAME AND HISTORY ARE CLOSER THAN YOU THINK
4 CREEPY OR NOT CREEPY?
5 RETARGETING WHEN ADS FOLLOW YOU
6 Marta Pichlak-Miarka
7 1 month later
8
9 THE TIMES WHEN ONE SIZE FITS ALL ARE GONE One size does not fit all Personalizing web site experience
10 THE CUSTOMER EXPERIENCE CHALLENGE Managing customer data from multiple channels Collecting the right data in the online channel Making the data actionable Gaining analytical insights from the data Acting in real time but taking the relationship approach
11 CUSTOMERS SAY 67% Having real time access to customer behaviour data is important or very important for us Agree Source: SAS and Insites Customer Centricity Survey, n= 76 BE+NL
12 CUSTOMERS SAY 39% We are able to take real-time action to some extent and/or in some channels Agree Source: SAS and Insites Customer Centricity Survey, n= 76 BE+NL
13 One size does not fit all Personalizing web site experience 5 STEPS TO REAL TIME CROSS CHANNEL PERSONALIZATION
14 THIS IS PETER
15 STEP1 Campaign Management for Inbound
16 Copyright 2010 SAS Institute Inc. All rights reserved. 16
17 STEP1 CAMPAIGN MANAGEMENT FOR INBOUND (PUSH) Content Management System Predefined Offer-Customer Table Segment customers SAS Analytics
18 STEP1 CAMPAIGN MANAGEMENT FOR INBOUND (PUSH)
19 STEP 2 STEP1 Online data collection &Analytics Campaign Management for Inbound
20 STEP 2 ONLINE DATA COLLECTION AND ANALYTICS Collect data Analytics Translate raw data into Information/goal definition
21 Copyright 2010 SAS Institute Inc. All rights reserved. 21
22 Online channel Traffic Analysis Purpose of collecting data Multichannel CRM Campaigns Site Centric Type of data collected Customer Centric
23 STEP 2 STEP 3 Event Driven Outbound campaign/retargeting STEP1 Online data collection &Analytics Campaign Management for Inbound
24 What will happen when Peter requests an offer/contact?
25 STEP 3 EVENT DRIVEN CAMPAIGN/RETARGETING Collect data Campaign Management Translate raw data into Information/goal definition DWH Marketing Campaign Data Mart Web Datamart Store History
26 Copyright 2010 SAS Institute Inc. All rights reserved. 26
27 CREEPY OR NOT CREEPY?
28 ANNUAL REVENUES FROM ABANDONED CART RETARGETING UK RETAILER 40M
29 STEP 2 STEP 3 Event Driven Outbound campaign/retargeting STEP 4 In session rule based personalization STEP1 Online data collection &Analytics Campaign Management for Inbound
30 STEP 4 IN SESSION PERSONALIZATION (RULE BASED) Content Management System Collect data Real Time Engine Store session data Translate raw data into Information/goal definition
31 STEP 4 IN SESSION PERSONALIZATION (RULE BASED)
32 STEP 5 Cross channel Real Time Personalization STEP 2 STEP 3 Event Driven Outbound campaign/retargeting STEP 4 In session rule based personalization STEP1 Online data collection &Analytics Campaign Management for Inbound
33 STEP 5 CROSS CHANNEL REAL TIME PERSONALIZATION Contact Center Collect data Real Time Engine Session Data Translate raw data into Information/goal definition DWH Marketing Campaign Data Mart Web Datamart Sessions history
34 Copyright 2010 SAS Institute Inc. All rights reserved. 34
35 CREEPY OR NOT CREEPY?
36 HOW TO PERSONALIZE WITHOUT BEING CREEPY Transparency & Consent Be clear about what type of data you are collecting and why Obtain a user consent (Opt in) now enforced by Law (amendment to the E-Privacy Directive 2002/58/EC) Trade Off Users are providing information to a site for a reason. Make sure that it is clear to those users what they will be getting in return and what s the trade off Control Let the users decide if you re doing the right thing. Ask for feedback Diversify Use different level of personalization in different channels Right Technology Have the right technology that you can rely on
37 Richness of Data Ready for Real Time Decisioning STEP 5 Cross channel Real Time Personalization Online Data Environment Ready for Analytics STEP 2 STEP 3 Event Driven Outbound campaign/retargeting STEP 4 In session rule based personalization STEP1 Online data collection &Analytics Campaign Management for Inbound Combine Multiple data sources Online data structures/ data flows that Integrate with campaign management
38 make connections share ideas be inspired THANK YOU!!! Copyright 2012, SAS Institute Inc. All rights reserved.
39
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