#IRCE15 SINGLE VIEW OF THE CUSTOMER: ADVANCED ANALYTICS, PERSONALIZATION, CRM

Transcription

1 SINGLE VIEW OF THE CUSTOMER: ADVANCED ANALYTICS, PERSONALIZATION, CRM IRCE Ecommerce Technology Workshop June 2, 2015 Chicago

2 360- degree View = Single View 2

3 The Holy Grail? 3

4 The Secret Sauce is in the Data 4

5 SPEAKERS Sonesh Shah Director ecommerce IRCE Technology Workshop John Kinsella VP Experience Architecture Single View of the Customer: Advanced AnalyLcs, PersonalizaLon, CRM Kimberley Grayson Chief Revenue Officer 5

6 SINGLE VIEW OF THE CUSTOMER: ADVANCED ANALYTICS, PERSONALIZATION, CRM IRCE Ecommerce Technology Workshop June 2, 2015 Chicago

7 Bosch About us 7

8 Users: Our focal point We differenlate with fascinalng innovalon by addressing user needs with relevant technology. User insight is the basis of everything we do. We are the most ac0ve player along the en0re user journey and want to become the leading brand online. 8

9 Today vs Tomorrow 9

10 Today vs Tomorrow 10

11 Gedng Started: The Journey Goal: A 360 view of our user and a single source of truth Reality: 1 worth of data and mullple sources 11

12 Gedng Started: The Journey Review of the Data, clarificalon of our goals. Project Concept High Level ExecuLve Buy- In Business case development, KPI crealon Funding Request / Project Kickoff Technology / RFP Vendor SelecLon IntegraLon / ExecuLon 12

13 The FoundaLon: OrganizaLonal Change. OrganizaLonal Changes: Created a new digital markelng group to manage user data and organize content Brand Marketers shijed towards content creators CollaboraLon between departments becomes the key barrier to organizalonal success 13

14 The Promise: Sedng scope and goals Start with outcomes these will lead to inputs, technology and investment Be realislc about resources to gather, build and execute A strong base will support future needs 14

15 The Promise: Sedng scope and goals KPIs What we tracked: Project KPIs Budget, Timelines, Milestones and Deliverables vs Plan Data KPIs User records scrubbed (they were dirty!!) Marketable vs unmarketable user data Touch points connected Success: One system with all user data, across all brands, driving our markelng aclviles 15

16 The ExecuLon: Maybe 180 is good enough? Educate yourself (IRCE a good startj ) know the providers, technology and possibililes Integrate systems everyone will tell you this is easy! Use an Agile methodology to get to good, but strive for great Collaborate cross- funclonally not everyone will have this as a priority 16

17 ConLnuous Improvement: Obtaining your vision Building our roadmap Data Cleanup Data OrganizaLon CRM / PredicLve AnalyLcs PersonalizaLon Drones 17

18 SINGLE VIEW OF THE CUSTOMER: ADVANCED ANALYTICS, PERSONALIZATION, CRM IRCE Ecommerce Technology Workshop June 2, 2015 Chicago

19 Fall 2015 Sales & Omni- Channel OperaLons Planning Ecosystem Engagement Ecosystem AdverLsing Catalog Contact Center Social Media Services CRM Retail Store Products Loyalty Program Loyalty Services Website 19

20 Listening to the Customer 1. Interests psychographics 2. Profile Demographics 3. Purchase history 4. Browse and search paoerns 5. Path to purchase 6. Service issues reported to the brand 7. Social media commentary 8. Surveys in key moments of the journey 9. EmoLonal state in interaclons 10. Inferred data / prediclve analylcs Beoer understand the customer through listening in all channels 20

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22 Analyzing the Data Five focus areas for relevant customer insights 1. Different journeys based on needs 2. Different customer segments 3. Types of promolonal offerings 4. Look beyond one channel to the enlre journey 5. Focus on more than single channel conversion Measure and evaluate to provide more relevant offers 22

23 Analyzing the Data 1. Different journeys based on needs Point of Entry Customer Profiles 23

24 Analyzing the Data 2. Different customer segments Who is the Shopper? Profile data Demographic data about the customer Historical data: Browsing history, transaclons, markelng response, customer service interaclon SituaQonal data: Geographic localon, device and browser usage Behavioral data: Customer interests, lifestyle, adtudes, opinions Female Single No kids 26 years old Lives in NYC Income:$86k Nurse Runner Purchase 11/25 Frequent shopper Bought shoes Called CS 10/1 Follows on Twioer Likes on FB 24

25 Analyzing the Data 3. Types of promoqonal offerings Value or discount promolons Content Offers Service Offers 25

26 Analyzing the Data 4.. Look beyond one channel to know the customer through the enqre journey 26

27 Analyzing the Data 5. Focus on more than single channel conversion Measure and evaluate to provide more relevant offers 27

28 Improving the RelaLonship ConLnue to enhance listening channels Align organizalon on key performance objeclves Define metrics for success Organize for accountability and decisive aclon Test, listen, analyze, iterate (repeat) Course correct strategy based on the customer Enhance dialogue with customers for conlnuous improvement 28

29 Key Takeaways ü Customers engage in an elaborate brand ecosystem ü Each customer has their own personal journey ü Listening to customers throughout the journey will give us clues to their needs from the brand ü Analysis and teslng will help us act on the data to improve the offer ü The goal is to improve the brand customer relalonship through more relevant offers 29

30 Key Takeaways On- Site PersonalizaLon PrioriLes Source: FitForCommerce Annual Report Omni- Channel PersonalizaLon 30

31 Key Takeaways On- Site Experiences Take the Lead The most important channels for offering a personalized customer experience Source: FitForCommerce Annual Report Omni- Channel PersonalizaLon 31

32 Customers don t care about touch points or channels IRCE Technology Workshop Single View of the Customer: Advanced AnalyLcs, PersonalizaLon, CRM 32

33 SINGLE VIEW OF THE CUSTOMER: ADVANCED ANALYTICS, PERSONALIZATION, CRM IRCE Ecommerce Technology Workshop June 2, 2015 Chicago

34 About Abe s Market Natural & Organic online marketplace launched 5 years ago Founding goal: introduce the best natural products that are good for you, your family and the environment in a fun, easy, informalve and affordable way 34

35 About Abe s Market PromoLonal values Product IntroducLons Content Engagement InnovaLve Trial 35

36 Expanding the view and visualizing the data Expanded View: QualiLes product tags Trial for reach and insights Data dashboards & visualizaqon: Customer Insights Product Insights 36

37 Expanded View - QualiLes Over 220 qualiles to sort by and track 37

38 Expanded View - QualiLes Custom path/customized virtual aisle 38

39 Expanded View - QualiLes 28 total qualiles tagged 3 qualiles found via search: - Organic - Gluten Free - Vegan 39

40 Data Customer Insights 40

41 Data Customer Insights 41

42 Expanded View - Trial: 42

43 Expanded View - Trial

44 Data Customer Insights 44

45 Data Product Insights Customer Survey Overview Response 45

46 Data Product & Customer Insights 46

47 Key Takeaways Online reach is naqonwide/worldwide ü maximize the opportuniles for insights Expand opportuniqes for customers to provide insights & track them ü qualiles preferences ü trial Integrate and visualize your data ü Big data made snackable Recognize value to consumers & brands with these insights ü personalize offerings ü aid in product development ü establish valuable partnerships 47

48 THANK YOU! Sonesh Shah Director ecommerce John Kinsella VP Experience Architecture Kimberley Grayson Chief Revenue Officer 48