12 gabriel karam - perfomics - rethinking every customer journey - mashup mena conference
TRANSCRIPT
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RethinkingEveryCustomerTouchpoint:TransformingtheCustomerJourney
October2015
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Whatmyfriendsthinkwedo
What do WE do?
Whatmyclientsthinkwedo Whatmyvendorsthinkwedo
Whatmyparentsthinkwedo WhatIthinkwedo Whatweactuallydo
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Performicsoffersanend-to-endsoluEonforPerformanceMarkeEngexecuEonandconsulEng.
What do WE do?
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Executive Summary
The internet of everything drives a more complex customer journey
Simplification of the journey requires continuous improvement
Mastery is built on data that matters, a clear mapping of that data and using it to manage the convergence of the physical and digital worlds
1 2 3
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The Decision Point Battleground
NON-BUYERS BUYERSacquisi'onof reten'onof
enjoy
aware
buy
unaware consider
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What the Omni-channel Shopper Expects
Visited bank
Liked bank on Facebook
Received 20% off at Target
Shopped online
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Data Pollution (Noisy Data)
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What To Look Out For
Data Paralysis
Fragmented Experiences
Customer Alienation
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Omni-channel is Table Stakes
EconsultancyCross-ChannelMarkeEngReport2014
WhichofthefollowingdescribeyourorganizaEonanditscapabiliEesaroundcross-channelmarkeEng?
Ques8on:
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EconsultancyCross-ChannelMarkeEngReport2014
IsyourorganizaEonsetuptodelivereffecEvelyorchestratedcross-channelmarkeEngacEviEes?
Ques8on:
Brands Continue To Miss The Mark
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Prioritized Obstacles To
Overcome
Major barriers to implementing an omni-channel approach include:
Lack of appropriate tools/tech
Available media options not optimized
Lack of addressable data sources
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73% research online, then buy in-store
Compared with 67% who rated the Internet similarly
72% said physical stores are important in shopping
PwC, Total Retail 2014 Survey
Physical + Digital = Convergence
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How to Start
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Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
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Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
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Focus on the data that matters
Searches for store increase by
33%
Average online sale $45
Find her where she’s active
Fall campaign ads drive 9 million impressions
Women aged 19-29 value price over brand
1,209 active SKUs on display
Recent searches
Coupon website Leather jacket customer review Top fall trends for 2014
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The right data uncovers consumer intent
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Intent enables the creation of connected, personalized experiences.
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• Primary research!• Brandwatch!• SocialTools!• Benchtools!• eMarketer!• Forrester Research!
Initial Intent Hypothesis!
Planning & Insights!
Refined Intent Hypothesis!
Analytics + !Planning & Insights!
Testing, Learning, Scaling!
Analytics!
Outputs!
Sources of Data!• Glance!• Google Analytics!• CRM Data!• YouTube Analytics!
• Client Brief!• Draft KPIs!• Tech & Data Audit!• Content Audit!!
• Digital Maturity Plan!• CX Loop!• Audience Segmentation!• Learning Agenda!• Organizing Idea!• Brand Experience Map!
• Performance Strategy, Activation & Optimization!
Process
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Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
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BusinessIntelligence
FullyA>ributedMedia
Audience-centricAdver8sing
Predic8veAnaly8cs
Four Strategic, Data Infused Areas
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FullyA'ributedAssets
BusinessIntelligenceMulE-ChannelReporEng
AUribuEon&BudgetPlanning
FlighEngStrategyBasedonAUribuEonFindings&
Forecasts
CRMEnabledSearch
MulE-TouchAUribuEon
Audience-centricMedia
Predic8veAnaly8cs
MobileSearch
Geo-Specific&On-SiteUserExperience
GDN
CallMetricsTracking
NewCustomerAUribuEon
SiteDesignandConversionOpEmizaEon
IntegrateSEM+SEO
ReporEng
LocalPLAExtension
YouTubeTrueView
SharedMediaPlans
ReportAutomaEon
ChannelSpecificRegressionModels
DynamicMedia&ContentDelivery
CustomerDecisionEngines
Basics Competitive Standard Market Leading
PersonalizedExperiencesatScale
AllChannelValuaEon
MediaMixDriven
AcEvaEon
Digital Maturity Mapping: Elevational Roadmap
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Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
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Webrooming Trend is Bigger than Showrooming
Moreshoppersresearchonline&buyofflinevs.researchoffline&buyonline
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Creation of Amazon Prime
Warehouse in cities vs. rural areas
Easier returns Physical stores (pick up and drop off)
Amazon: Responses to Webrooming
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AMAZON: Digital Gets
Physical
Allowin-personpickups
Centersinclosecustomerproximity
Openedapickupanddrop-offlocaEononthecampusofPurdueUniversity
Students could order everything from textbooks to mac & cheese to pickup!
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Uncover Intent
Build A Bridge Between Physical & Digital
Map Digital Maturity
An Omni-channel Foundation
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Aligned Priorities
• AllparEesmusthavethesamegoals:
• e.g.managingspendtomaximizesales/marginisdifferentthanmaximizingtodrivenewcustomers
Thespeedatwhichconsumerschange&interactwithmediahappenssofast.Whattookplacelastmonthmaychangethismonth.
Willingness to Change Strong Feedback
Thespeedatwhichconsumerschange&interactwithmediahappenssofast.Whattookplacelastmonthmaychangethismonth.
• SoliciEngfeedbackfrompartners,customers&associates
• Theycanhelpyouunderstand&getaheadofthechanges
Continuous Improvement
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Motivate Participation
Drive Performance
Optimize for Action
Thank you
Gabriel Karam [email protected]