dynamics day 2016 - digital transformation getting personal

Digital Transformation – Getting Personal

Kevin Miller - EmpiredGuy Riddle - Empired

What we will cover today

• What is Personalisation?• Why would you use it?• How to I get started?

• What is Digital Transformation really?

• Engaging with our customers• The Reality of Today

What is Digital Transformation?

Implementation of technology and investment into new business models

to effectively engage customers, reshaping their customer value propositions

at every touchpoint for competitive differentiation.

Not a Large Investment in IT

We must understand our customers more than ever before.

Digital victims?

“The way brands communicate with

their customers has fundamentally changed” D i g i t a l D o n u t 2 0 1 6

StaffSuppliers Customers

Operational Interaction Communication

The Reality Today

Digital Marketin

g

ERPCRM

Digital Commerce

Web Content

Management

Traditional – ‘disconnected’ platforms

Digital Marketing

ERPCRM

Digital Commerce

Web Content

Management

Your Platform

Integrated Platform

WHAT IS PERSONALISATION?

WHAT IS PERSONALISATION?

“Delivering the right message to the right

person at the right time across the ever growing channels and devices”

D i g i t a l D o n u t 2 0 1 6

Context is King

74%

of consumers get frustrated when content has nothing to do with their interests. Econsu l tancy 2015

This is Personalisation

Guy’s Netflix

Kevin’s Netflix

How?

Collate information to provide context, drive conversions.

Information to Improve Context

TimeLocation

Profile Recent Activity History

Weather

What to Consider

Firms on a Journey to Create Personalised Experiences

68%

Delivering Personalised Experiences a

Priority

Lack the Technology to Personalise

Misaligned on their

Personalisation Strategy

52%

33%

Technology

Digital Marketin

g

ERPCRMDynamics 365

Digital Commerc

e

Web Content

Management

Your Platfor

m

Technology Enabling Your Strategy

I-want-to-Go

An Example Customer Journey

Strategy

Strategy• Link personalisation

with business outcomes• Define KPI’s to target and

measure• Design the experience to

achieve desired outcomes• Break down silos

• Build a cross functional team

• Technology platform• Not one piece of

technology• Agile Marketing

• Continuous improvement

Digital & Personalisation Strategy

UX & CX Design

Ecommerce

Creative

Interface Developmen

t

EnterpriseContent

Management

Mobile Apps

Web Developme

nt

Integration

Data & Analytics

How we can help?

• Understand your customer• Deliver the right message to the

right person, at the right time• Connect personalisation with

business outcomes• Enabling, technology platform

Summary