1 marketing technology. simplified. 1 this time it’s personal harnessing the power of the single...
TRANSCRIPT
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MARKETING TECHNOLOGY. SIMPLIFIED.
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THIS TIME IT’S PERSONALHARNESSING THE POWER OF THESINGLE CUSTOMER VIEW
YUSEF AKYUZ
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GESTURE BASED INTERFACES
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JETPACKS
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DRIVERLESS CARS
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CONNECTED HOME
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PERSONALIZED ADVERTISING
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SINGLE CUSTOMER VIEW (SCV)
• A Single Customer View is an aggregated, consistent and holistic representation of the data known by an organization about its customers
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DNA OF THE SINGLE CUSTOMER VIEW
Your Transaction Systems Matching &
Linking for Consistent
Recognition
Data Enhancemen
t
Data Refinement
Data Cleansing
IN MARKET
BEHAVIOR
PROPENSITIES
ATTITUDES
LIFESTYLES
LIFESTAGES
LIFE EVENTSGEO
DEMOGRAPHICS
Marketing
Operations
Operations
Point of Sale
Loyalty
Campaign Manageme
nt
BusinessIntellige
nce
Marketing
CRM
ERP/Billing
Other Legacy
Systems
Cross Sell Flags
Upsell Flags
Segmentation
Predictive Models
Regression Models
Campaign Planning
Campaign Execution
Customer Retention
Customer Acquisition
Campaign ROI
Customer
360 View
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HAVE YOU STARTED YOUR SCV INTEGRATION?
Just 6% worldwide said they had a single view of all customers and prospects across devices and touch points, while one-third had nothing in place. – emarketer
• Start soon• Don’t stay behind the
competition
Current/Preferred Approach to SCV WorldwideMarch 2015 - emarketerWe've outsourced it to a service provider
We're doing it in-house and purchased a single solution
We're doing it in-house and developed our own technology
We're doing in-house and integrated together multiple purchased solutions
We use a combination of in-house and outside resources
33%
33%
16%
11%
7%
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NO SINGLE CUSTOMER VIEW, NO ACTIVE LISTENING
OUTCOME
• Poor Customer Experience
• Poor media planning• Misguided Lifetime
Value• Inaccurate ROI
Calculation
84% OF
PEOPLE WOULD WALK AWAY FROM A COMPANY THAT DOESN’T LISTEN - ExperianNo Thanks!
52% from a
company that tried to sell them something they had already said they were not interested in
36% From a
company that were offering them products they have already refused
45% From a
company that contacted them in a way they have been asked NOT to
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BIGGEST ROADBLOCKS TO CREATE SINGLE CUSTOMER VIEW
• Collecting data across channels –
57%
• Merging profile fragments as data becomes available -
55%• –
emarketer
Capability/Effectiveness of Current Technologies in Building SCV March 2015 - emarketerOur solution does an adequate job in most aspects with
minor gaps
Our solution has gaps in capability and effectiveness
Don’t know/ Neutral
We have a complete set of capabilities that are effective
Our solution has major capability and effectiveness gaps
33%
29%
22%
8%
8%
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CONSUMERS RESPOND TO BRANDS THAT LISTEN
74% OF
CONSUMERS WOULD RESPOND POSITIVELY TO COMPANIES WHO UNDERSTAND THEM -Experian
57% Of
consumers would actively recommend the organization
45% about
their positive Of consumers would tell people their experience
44% Of
consumers would actively sign up for more marketing
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OUTCOME• Consistent Customer
Experience• High Customer
Retention• True + Higher Lifetime
Value• Accurate ROI
calculation
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ACTING ON SINGLE CUSTOMER VIEW
WHO
Segments
Clusters
Look-a-likes
WHEN
Research
Pre-acquisition
Post-acquisition
WHERESearch
Display
Social
SMS
Direct Mail
TV
WHAT
Informational Content
Offer Based Content
Acquisition Based
Content
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BUSINESSINTELLIGE
NCE
ENTERPRISE
DATAWAREHOUS
E
SETTING THE RIGHT DATA STRUCTURE IS KEY
STRATEGY
EXECUTION
ANALYTICS
DATAACQUISITIO
N
Dashboard, KPI, EPM, Advanced Analytical Services
Data warehouse, data marts, ODS
BI reporting, master data management, meta data management
Data cleansing, data quality, ETL, routines
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CONSIDERATIONS FOR A SUCCESSFUL SCV INTEGRATION
• Privacy & regulation• Region market specific• Channel specific
• Vendor selection• ROI• Ease of integration• Ease of actionable insights
• Existing tech stack/infrastructure• Scalable• Flexible• Level of digital
transformation
• Security• Infrastructure• Data Ownership• Downtime recovery
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360° view
DMP CRM
Digital DNAOnline media consumption
Click journeyEngagement scoring
Firmographics
Campaign responsesDemographics
CONVERSION
FORM
SEGMENTATION APPROACH
DATABASE PHILOSOPHY
ENGAGEMENTMETHOD
Cross media channel Cross sales channel
CHAT
PHONE
DISPLAY
SEARCH
SOCIAL
KNOWNS
KNOWNSUNKNOWNS
THE IGNITIONONE APPROACH
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THE IGNITIONONE APPROACH
DESKTOP
MOBILE
DYNAMIC 1:1 MESSAGING
DMP
CRM
ON-SITE
LOOK-A-LIKE
INTENT MODELS
WEATHER
TRAVEL
INTEREST
MOBILE(LAT-LONG /HYPER-LOCAL)
DATA SOURCES
ACTIVATION SITE
SEARCH
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IGNITIONONE’S SINGLE CUSTOMER VIEW
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MULTI-CHANNEL EXECUTION
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TO WRAP UP
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SOME TAKE AWAYS
• Starting is scary – BUT necessary
• Single Customer View is the means to an end and not the end itself
• Customers will make contact you via their own preferred channel, not yours
• When implemented right, your organizational structure will benefit from it – in addition to your bottom line
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