Leveraging Big Data to Deliver Personalized Customer Experiences

Transcription

1 A Questex Company Leveraging Big Data to Deliver Personalized Customer Experiences Uncovering Enterprise Marketers Techniques and Best Practices for Driving Relevant, Engaging, and Personalized Customer Experience Digital Marketing & Media Trends

2 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 Introduction Enterprise marketers have faced challenges with collecting, managing, and applying a deluge of data for well over two decades. Companies have been building massive Customer Relationship Management databases; loading up data warehouses filled with transactional, demographic, and behavioral data; forging relationships with a growing array of thirdparty data providers; and archiving reports on past campaign performance. These sources of data have been built up, analyzed, and fine-tuned to help companies accomplish two primary goals: gain a better understanding of customers needs, preferences, and behaviors to deliver engaging experiences, and support the constant churn of the sales funnel through increasingly-targeted marketing and advertising. Big Data is Not New to Marketers With over two decades of analytics expertise, the concept of Big Data datasets so large in volume and varied in source or format that they require highly-scalable infrastructure and robust analytical tools to process is not new to marketers as a means to achieve those goals. Nevertheless, the explosion of measurable digital channels web, , social, video, and mobile is adding a great deal of complexity, but also exponential opportunity for marketers to deliver relevant, engaging, and personalized customer experiences that help retain customers and grow profits. As companies continue to sell more products and services online and simultaneously shift their marketing and ad dollars across a more diverse mix of channels they are encountering new formats, sources, and scales of data: Comprehensive click- tracking for driving realtime content optimization Preference management for customer communications Geolocation data for localized messaging, marketing, and advertising Transactional data for feeding personalized recommendations and promotions Social conversations gleaned for greater customer insight and better service

3 In many enterprises, competencies rooted in traditional database marketing are siloed from digital marketing operations, creating gaps and likely delivering a disjointed experience to customers. How can these marketers re-organize, re-focus, and re-invest to effectively leverage their existing data investments along with newer big data applications to deliver a relevant, engaging, and personalized customer experience (CX) that adds value to existing relationships, helps attract and acquire new customers, and ultimately drive sales growth? Project Objectives InfoTrends is launching a timely, in-depth study entitled Leveraging Big Data to Deliver Personalized Customer Experiences that will explore key business drivers, objectives, and results of marketers that pursue customer experience Size and forecast marketers level of investment in customer experience personalization over five years from two perspectives: overall spending dedicated to achieving customer experience personalization and investment by channel. Bring clarity to a complex landscape of technologies and services used to power customer experience personalization by segmenting and mapping key players, as well as highlighting the interrelationships that many of them have. Identify key opportunities that technology and services firms have to help enterprise marketers achieve their customer experience personalization goals. Defining the Customer Experience Personalization Landscape personalization by using big data. This study will use a combination of quantitative and qualitative research to: Define the overall current state of customer experience personalization across different stages of the customer lifecycle; the advantages, drawbacks, and persistent challenges that marketers currently face; and future plans and predictions for how the practice will evolve. Shed light on the organizational structures, skillsets, technologies, services, and best practices that leading enterprises use to For Illustrative Purposes Only Market landscape will include companies with capabilities to directly support customer experience personalization harness big data to power engaging, effective, personalized customer experiences.

4 More specifically, this study will answer important questions that enterprise marketers have about using big data to deliver personalized customer experiences, including: How much do I have to invest and what will be my ROI if I pursue customer experience personalization? Do I really need to hire new talent to succeed, or can I utilize my existing staff? What technology and service providers do I need to work with to help me reach my goals? What are the operational and organizational paths to become a leader in this area? How do security and privacy factor into the practice of customer experience personalization? This study will also answer important questions that technology and services firms have about how they can play a role in helping companies meet their objectives when personalizing their customer experience: What are the biggest challenges that marketers face when trying to leverage big data to support personalized customer experiences? What technologies and services are enterprise marketers currently using to support the management and execution of personalized customer experiences? How much are enterprise marketers spending to meet their customer experience personalization objectives? Where do gaps exist within the technology and 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 will identify characteristics of market leaders, participants, and laggards as it relates to leveraging big data to deliver personalized customer experiences. They will also uncover best practices related to overcoming big data challenges related to personalization, providing a road map for to become effective, leading practitioners. In-Depth Interviews with Marketing Professionals In-depth qualitative interviews with marketers in a customer experience role will be used to gain deeper insight into specific practices related to managing and exploiting big data to achieve personalized customer experiences. Vertical market scope includes (but is not limited to) retail, financial services, insurance, and travel/ hospitality. In-Depth Briefings with Technology and Services Firms In-depth briefings with technology & services firms that support customer experience personalization to better understand the role that software platforms and services play in delivering engaging, effective, personalized experiences to customers and prospects. services landscape and how can they be filled? What are the requirements around data security and privacy to provide peace-of-mind to marketers and their audiences?

5 Secondary Research Over the past few years, InfoTrends has conducted extensive research with enterprises, marketers, consumers, technology vendors, and service providers about the role of big data, personalization, and cross-channel marketing. Relevant research reports to this study include: 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 will use these sources, as well as evaluate and use the vast array of secondary research available on big data, customer experience, and personalization to provide a well-balanced and accurate description of current trends and future opportunities relative to this study. Market Sizing and Forecasting InfoTrends will use insight garnered from this study s quantitative, qualitative, and secondary research activities to develop a market size and five-year forecast of marketers level of investment to achieve customer experience personalization from two perspectives: Overall level of investment broken down by internal capabilities (training, talent, development), external services (professional, data, marketing), and technology. Level of investment broken down by channel, including web, , search, display, social, video, mobile, and print. Our market size and forecast research will provide marketers with guidance about the direction of investment that other marketers are making to achieve and support customer experience personalization by a number of relevant metrics. In addition, it will provide technology and services firms with insight into where growth opportunities exist for providing solutions that help marketers meet their objectives. Who Should Subscribe? Enterprise marketers that need guidance and insight on big data and customer experience personalization Technology and services firms that currently provide solutions that support customer experience personalization Technology and services firms interested in providing solutions to help solve marketers challenges with delivering personalized customer experiences through the use of big data Analysis and Project Deliverables Extensive analysis of the survey results, interviews, briefings, and secondary research will be used to develop and provide comprehensive insight on this market trend: An Executive Summary that addresses key issues, findings, and overall recommendations

6 A detailed written report with text, charts, and graphs addressing the objectives of the study A PowerPoint presentation for internal communication of the research results Extensive data books designed for additional analysis of key survey questions by specific demographics Market sizing and forecasts on marketers resource investments and spend across channels Project Timeline InfoTrends intends to start this project on May 1, 2013, with plans to complete the report by September 30, Throughout the course of the project, InfoTrends will issues regular updates on its status. Terms and Conditions Liability for Advice Although reasonable efforts will be made by InfoTrends to ensure the completeness and accuracy of the information contained in written and oral reports in connection with the proposed study, no liability can be accepted by InfoTrends for the results of any actions taken by the client in connection with such information, opinions, or advice. Copyrights InfoTrends retains all copyrights. The reproduction of any materials is prohibited without written consent from InfoTrends. Confidentiality InfoTrends will use its best efforts to ensure that any confidential information obtained about the client and its business during the course of the proposed study is not, unless agreed otherwise in advance, disclosed to any third party without the prior written permission of the client. InfoTrends retains the right to re-use any non-proprietary information as part of its ongoing analysis of the industry. About InfoTrends InfoTrends is the leading worldwide market research and strategic consulting firm for the digital imaging and document solutions industry. We provide research, analysis, forecasts, and advice to help clients understand market trends, identify opportunities, and develop strategies to grow their businesses. Headquarters U.S. 97 Libbey Industrial Parkway Weymouth, MA USA info@infotrends.com Europe 960 Capability Green Luton, Beds LU1 3PE United Kingdom euro.info@infotrends.com Japan Ebisu IS Bldg. 8F Ebisu Shibuya-ku Tokyo Japan info@infotrends.co.jp

7 Leveraging Big Data to Deliver Personalized Customer Experiences Subscribe Today! Don t miss the opportunity to be a part of a research study that will provide you with insights on enterprise marketer s techniques and best practices for driving relevant, engaging, and personalized customer experience. Authorization Form Early Subscriber Rate before April 30, 2013 Subscriber Rate after April 30, 2013 Subscription includes: Written report PowerPoint Presentation Data Tabulation Subscribers may also add the following option: On-site Presentation $16, 995 $18, 995 x x x $2,000 (plus travel expense) Purchase order number: Signature Name Title Company Address City, State, Zip Country Telephone the completed form to sales@infotrends.com or fax to