PREDICTIVE MARKETING, DIGITAL ATTRIBUTION, OPTIMIZATION, AND DATA-DRIVEN PERSONALIZATION
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1 PREDICTIVE MARKETING, DIGITAL ATTRIBUTION, OPTIMIZATION, AND DATA-DRIVEN PERSONALIZATION A m a r t y a B h a t t a c h a r j y a & S u n e e l G r o v e r P r i n c i p a l S o l u t i o n A r c h i t e c t s, S A S
2 Module B: Sunday 11:15am-12:30pm Omni-Channel Orchestration & Experience Interaction Management A m a r t y a B h a t t a c h a r j y a P r i n c i p a l S o l u t i o n s A r c h i t e c t, S A S
3 A GENDA 1. Lessons from the Leading Edge of Customer Experience Management 2. Consumer Trends in Marketing 3. Omni-Channel Drivers for Customer Experience 4. Orchestrating the Customer Experience across Outbound and Inbound Marketing 5. Use Case of a Major Retailer Embracing Omni-Channel LOGO HERE
4 L e s s o n s f r o m t h e l e a d i n g e d g e o f c u s t o m e r e x p e r i e n c e m a n a g e m e n t
5 HBR Research: Means of customer engagement i n use? 1 81% 2 61% 3 53% 4 51% 5 37% 6 34% 7 33% % 32% 30% 28% The average company uses 4.5 channels of engagement
6 HBR Research: Data sources used to create better customer experiences? 12 71% 11 70% 10 57% 9 52% 8 37% 7 33% 6 33% % 33% Primary data % 24% 24% sources are direct from customer
7 HBR Research: Top customer experience challenges? Series1 Series2 4 33% 52% 85% 3 34% 51% 85% 2 36% 51% 87% 1 32% 50% 82% LOGO HERE
8 HBR Research: Top customer data challenges? Series1 Series2 4 33% 43% 76% 3 38% 40% 78% 2 37% 36% 73% 1 33% 36% 69% LOGO HERE
9 HBR Research: Technologies extremely important Leading Mainstream Lagging Customer relationship management 53% 61% 74% Marketing operations management 22% 37% 54% Real-time decision-making 28% 37% 53% Customer experience analytics / online behavior analytics 40% 35% 52% Content management system 25% 35% 44% LOGO HERE
10 H BR Research: Technologies extremely important Leading Mainstream Lagging Predictive analytics 25% 31% 41% Online surveys 19% 24% 40% Social media monitoring 20% 29% 38% Marketing automation 18% 23% 36% Search engine optimization 19% 28% 31% Interactive Voice Response (IVR) 14% 13% 29% LOGO HERE
11 Organizations benefit by optimizing customer journeys LOGO HERE The Value of Customer Communications Management in orchestrating Buyer Journeys, June 2015 Aberdeen Group
12 C o n s u m e r t r e n d s i n m a r k e t i n g
13 SOCIAL Promote your brand and connect with your target audience LOGO HERE
14 LOCAL Consumers are always looking for businesses close to their location Affinity and Proximity LOGO HERE
15 MOBILE Consumers connected 24/7 are looking for omnipresent businesses LOGO HERE
16 Right offers and right information in the right time and at the right place LOGO HERE
17 LOGO HERE Orchestrating the customer experience across all channels so that it is seamless, integrated and consistent
18 LOGO HERE Customer Experience goes beyond knowing what they buy and where they buy it
19 LOGO HERE Customers are ready for the Omni-channel revolution, are you?
20 The evolution of omni-channel
21 LOGO HERE
22 C hallenges to Omni -Channel Source: Lessons from the Leading Edge of Customer Experience Management, Harvard Business Review, April 2014 LOGO HERE
23 Obstacles to Omni -Channel Source: Lessons from the Leading Edge of Customer Experience Management, Harvard Business Review, April 2014 LOGO HERE
24 OMNI-CHANNEL WORLD 20 years ago LOGO HERE
25 OMNI-CHANNEL WORLD 10 years ago LOGO HERE
26 OMNI-CHANNEL WORLD 5 years ago LOGO HERE
27 OMNI-CHANNEL WORLD Today LOGO HERE
28 OMNI-CHANNEL WORLD LOGO HERE
29 The PATH TO PURCHASE is not linear LOGO HERE
30 Relationship Value C ustomer Journey across the relationship lifecycle Acquisition & Onboarding Customer Relationship Development Retention & Reactivation Improved cross and up-sell maximises value for both Effective acquisition targeting decreases cost Early issue identification and resolution saves customer Zero Duration of Relationship
31 Multi Channel Orchestration
32 Omni-Channel Give the customer what they want Give the customer something relevant Give the customer the best for both them and the organization 1 2 3
33 What is required Robust Customer Information Expanded customer data beyond marketing touch points Data democratization Data Governance Customer Analytics Centralized customer analytical environments Sharing of client-level insights and analytics Self serve analytics based on business need Better visualization of data & insights Coordinated Customer Decisions Central, coordinated decisioning to understand, manage and optimize client experience Metrics realignment to customer satisfaction drivers Real-time enablement to capitalize on relevant new in/out bound intelligence
34 C oordinated C ustomer Decisions The Marketing Decision Hub CUSTOMER DECISIONS Marketing campaigns Service-Activities Sales programs Ad-hoc-actions Regular communications Contact strategies
35 C oordinated C ustomer Decisions The Marketing Decision Hub CUSTOMER DECISIONS Transactional data Analytical models Events Context Scores Risk Potentials History
36 C oordinated C ustomer Decisions The Marketing Decision Hub CUSTOMER DECISIONS Priorities Strategic decisions Contact rules Constraints Channel restrictions Budget-Limits Contact Permissions
37 C oordinated C ustomer Decisions The Marketing Decision Hub Analytics based Decisions Orchestrate Actions
38 C oordinated C ustomer Decisions Key Benefits CUSTOMER DECISION FRAMEWORK Dynamic Channel Management Channel Agnostic Decision Logic Central Administration and Orchestration Easy To Use For Business Users Value Driven Marketing Rules
39 C oordinated C ustomer Decisions Solution Concept The marketing Decision hub Real-Time Orchestration Request 1 Next-Best-Action (NBA) Optimized Offers (NBA) Reply 2 3 Real-Time Analytics Decision Logic Optimization & Orchestration Rules Standard + Communication Outbound-Suppressions
40 A major retailer embracing omni-channel
41 I M M I N A N O M N I - C H A N N E L W O R L D Macy s an omni-channel organization
42 I M M I N A N O M N I - C H A N N E L W O R L D Macy s The M.O.M. Strategy Training of in-store sales reps with a focus on superior customer service MAGIC My Macy s Omni- Channel Localization of all stores - merchandise matched to consumer demographics Same experience online and instore; encourage customers to browse online and try in-store Source: LOGO HERE
43 F i n a n c i a l Re s u l t s Source: LOGO HERE
44 LOGO HERE
45 Ke y L e a r n i n g s 1. Technology is driving a Consumer Revolution 2. Omni-Channel Marketing is the process of putting the Consumer and Consumer Experience at the center of marketing decisions 3. Accomplishing Omni-Channel Marketing requires data management, analytics, and tools for making inbound and outbound marketing decisions 4. Organizations that master this discipline will have a competitive advantage LOGO HERE
46 QUESTIONS? LOGO HERE
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