CHANNEL OPTIMIZATION THROUGH PERSONALIZATION 1
Introductions Zimm Zimmermann Vice President, Personalization
Platform Marketer Competencies Platform Data Consumer Privacy & Compliance Audience Management Identity Management Platforms Utilization Media Optimization Platform Enablers Measurement & Attribution Channel Optimization Platform Execution Marketing Technology Experience Design & Creation 3
Channel Optimization Platform Data Media Optimization Platform Enablers Channel Optimization Experience Design & Creation Platform Execution 4
Personalization Maturity Stages Stage 1 Static Campaign Stage 2 Rules Based Campaign Stage 3 Model Based Campaign Stage 4 Integrated Customer Centric Stage 5 Customer Centric Conversation Channels Characteristics and Tactics Basic "Batch" List Targeting No Optimization Email or Print Single Message for everyone Dear Harry Personalization Simple Segmentation A/B Testing Email tied to Site Landing Page Email Champion message delivered to everyone Tag Personalization Model Defined Segmentation Multivariate Optimization Email tied to Site Landing Page Optimization within Email and landing page Tag Personalization Segment or persona driven Automated Modeled Optimization Channel and Media Integration Best Message / Best Product Offer Personalized with customer / product attributes Customer Journey Based Segmentation Automated Predictive Optimization Channel and Media Integration Next Best point within the conversation / relationship Personalized content based upon conversation Revenue Impact - 3% 10% 20% 60% 120% 5
Personalization thru Customer Centric Conversations Stage 1 Static Campaign Stage 2 Rules Based Campaign Stage 3 Model Based Campaign Stage 4 Integrated Customer Centric Stage 5 Customer Centric Conversation Channels Characteristics and Tactics Basic "Batch" List Targeting No Optimization Email or Print Single Message for everyone Dear Harry Personalization Simple Segmentation A/B Testing Email tied to Site Landing Page Email Champion message delivered to everyone Tag Personalization Model Defined Segmentation Multivariate Optimization Email tied to Site Landing Page Optimization within Email and landing page Tag Personalization Segment or persona driven Automated Modeled Optimization Channel and Media Integration Best Message / Best Product Offer Personalized with customer / product attributes Customer Journey Based Segmentation Automated Predictive Optimization Channel and Media Integration Next Best point within the conversation / relationship Personalized content based upon conversation Revenue Impact - 3% 10% 20% 60% 120% 6
Merkle on Personalization Device Personalization manages the conversation of optimized content relevant to the customer journey. Integrates Channel and Media Explicit (customer provided) and implicit (market derived) data Converses with anonymous and known consumers Leverages all relevant data, models and other Personalization Methodologies Call-to- Action Time Message Offer Treatment 7
Conversations Begins at Anonymous The Addressability Spectrum Identification: Anonymous Partially Identified Identified Knowledge: Unknown Some Knowledge Well Known Channels & Media: 8
Personalization is Different than Traditional Marketing Traditional One marketing offer or message utilized for everyone Personalization Dynamic conversations refined to the individual 9
Personalization is Multivariate on Steroids Multivariate Focuses on a Winning format / message. Either / Or Click-Through % Personalization Format / Message aligns to customer preferences. Click-Through % site.com site.com site.com site.com site.com site.com site.com site.com 10
Personalization is Automated Self Learning Campaign Management is a Linear Process Source Databases Analytical Mart Data Mining Tools Scores & Lists Operational Applications Delay Feedback Days/ Weeks/ Months Profiled Group Linear Campaigns Analysis & Data Mining Delayed Response Individualized Offer Interactive Dynamic Offers Self Learning/Predictive Immediate Feedback Personalization is Self Optimizing Engine Input from External Models, Lists, Databases Self- Learning Predictive Analysis Events Operational Applications Decisions Immediate Feedback Real-Time 11
Personalization Moves Static Sites to Dynamic Conversations Zone 1 12
Conversations Occur at Multiple Points A Zone 1 B C Personalized Content: A B C Message / Offer Call-to-Action Treatment / Product 13
Conversations occur across the entire Consumer Journey 1 Integrates across Channel & Media Zone 1 2 Manages multiple placements within a Channel or Media 3 Multiple Conversations require more collateral Zone 2 Zone 3 Zone 4 14
Personalization within the Tech Stack Customer strategy expertise to drive customer experience design Creative team purpose built for 1 to 1 consumer interactions Channel and media execution Offer Message Treatment Time Device Predictive Decisions Custom analytics with automated machine learning at the core Insights Platform Analytics Decision Management Optimization Cycle Content Management Workflow Marketing Automation Expert in customer data integration and management FOUNDATIONAL DATA Identity Management Marketing Database 15
Unknown visitor has come to Origin to research a trip. Over at Facebook, Origin offers me a 20% discount if I Like them. He finds some airfares, but he isn t 100% certain. Forecast didn t look great, so let me check a different destination. Coming back to the website, I purchase the ticket, which changes the conversation from sell to Thank you. Don t book; instead, checks the weather forecast for the region, where Origin continues the conversation
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Success Within the initial deployment and pilot of the Customer Centric Conversation program, a major airline saw a 24:1 ROI. An American multinational financial services corporation generated 180% incremental increase in online credit card acquisitions. An industry leader in banking achieved a 400% ROI within the first year of an integrated Customer Centric Conversation program. 18
Thank You! Zimm Zimmermann zzimmermann@merkleinc.com