marketing & crm trends 2018 - crossengage · personalization ii. hype cycle data decision...

Marketing & CRM Trends 2018

Manuel Hinz & Dr. Markus Wuebben

I.Relationships Are a Journey Through Different Stages.

The First LookSomebody’s catching your eye.

I. Discovery Relationship

The RelationshipLiving through moments.

I. Discovery Relationship

Moments create relationships –

ads do not.

Customer-initiated moments.

I. Discovery Relationship

Business-initiated moments.

Business-initiated moments

Customer-initiated moments

I. Discovery Relationship

II.The Way to Get There.

HypeCycle

II. Hype Cycle Data Decision Delivery

Data

Decision

Delivery

HypeCycle

Data

Decision

Delivery

HypeCycle

Data-Driven Marketing

II. Hype Cycle Data Decision Delivery

Sources

Processing

Cross-Device Identification

IoT

Customer Data Platforms

Data Management Platforms

Data-Driven Marketing ▶

II. Hype Cycle Data Decision Delivery

Sources

Processing

Cross-Device Identification

IoT

Customer Data Platforms

Data Management Platforms

- collecting, analyzing, and applying user/customer data to marketing efforts

- data includes user data, product data, order data, behavioral data

- accounts for customers’ wants, needs, contexts, behaviors, and motivations

Data-Driven Marketing

II. Hype Cycle Data Decision Delivery

Sources

Processing

Cross-Device Identification ▶

IoT

Customer Data Platforms

Data Management Platforms

- connect activities of individual customer or prospect across devices and channels

- deterministic vs. probabilistic methods

Data-Driven Marketing

II. Hype Cycle Data Decision Delivery

Sources

Processing

Cross-Device Identification

IoT ▶

Customer Data Platforms

Data Management Platforms

Bluetooth Beacons

- tracking for mobile devices

- especially in an indoor environment

Wearables

- connect physical and digital environments

- enable to record, process, and exchange biometric and ambient information

CDP Deep Dive

David M. RaabFounder CDP Institute

Data-Driven Marketing

II. Hype Cycle Data Decision Delivery

Sources

Processing

Cross-Device Identification

IoT

Customer Data Platforms ▶

Data Management Platforms ▶

Data

Decision

Delivery

HypeCycle

Event-Triggered Marketing

Real-Time Marketing

Predictive Analytics

Artificial Intelligence

Multidimensional Campaign Segmentation

Personalization

II. Hype Cycle Data Decision Delivery

Logics

Intelligence

Timing

II. Hype Cycle Data Decision Delivery

- user/customer activities as triggers

- real-time campaigns

Event-Triggered Marketing ▶

Real-Time Marketing

Predictive Analytics

Artificial Intelligence

Multidimensional Campaign Segmentation

Personalization

Logics

Intelligence

Timing

II. Hype Cycle Data Decision Delivery

- interpret and respond to opportunities within time frames that provide business advantage (immediacy affects relevance)

- tools, technologies, and processes that monitor and analyze information in real time

Event-Triggered Marketing

Real-Time Marketing ▶

Predictive Analytics

Artificial Intelligence

Multidimensional Campaign Segmentation

Personalization

Logics

Intelligence

Timing

II. Hype Cycle Data Decision Delivery

- analytical models derived from data

- anticipates future behavior or estimates unknown outcomes

Event-Triggered Marketing

Real-Time Marketing

Predictive Analytics ▶

Artificial Intelligence

Multidimensional Campaign Segmentation

Personalization

Logics

Intelligence

Timing

II. Hype Cycle Data Decision Delivery

- systems that change behaviors without being explicitly programmed

- based on data collected and usage analysis

- machine learning, deep learning, natural-language processing

Event-Triggered Marketing

Real-Time Marketing

Predictive Analytics

Artificial Intelligence ▶

Multidimensional Campaign Segmentation

Personalization

Logics

Intelligence

Timing

II. Hype Cycle Data Decision Delivery

- grouping of audiences/ customers/consumers

- value-/needs-based segmentation

Event-Triggered Marketing

Real-Time Marketing

Predictive Analytics

Artificial Intelligence

Multidimensional Campaign Segmentation ▶

Personalization

Logics

Intelligence

Timing

II. Hype Cycle Data Decision Delivery

- accounts for customers’ wants, needs, contexts, behaviors, and motivations

- based on demographic, psychographic, behavioral, geographic, and transactional data

- tailor content, offers, and interactions (timing, frequency, channel)

Event-Triggered Marketing

Real-Time Marketing

Predictive Analytics

Artificial Intelligence

Multidimensional Campaign Segmentation

Personalization ▶

Logics

Intelligence

Timing

Which data can be used for personalized OnSite targeting?

● CDP Data (CrossEngage)● OnSite behaviour● (Marketing) Channel● Weather Data● Geo Data● Offsite Customer Journey● Purchase history● Login Data● Demographics● Special needs● Search Data● … and many more

1:1 Messaging

Catch the user with direct 1:1 messages, based on the customer journey.

Recommendations

Choose the right product matching the needs of the individual user.

Promotions & Specials

Get the users attention on the perfect-fit promotion.

Dynamic Segments

Distinguish, using machine learning, between permanent and temporary interests.

A/B Testing is a major instrument of verifying your theorem.

Understand your data to control your actions!

Verify

Be aware of each goal you are trying to achieve with each campaign you are

running.Verify these goals with the results

being measured.

→ Verification can just be done with a valid and elaborated tracking!

Analyse (& Share)

Analyzation also means pushing gathered information/data back to all used tools.

→ Use the strength of each tool, there isn’t the one Swiss army knife!

Personalize

Display each user the right message at the right moment.

→ Take control instead of being controlled!

The process will never end.

Data

Decision

Delivery

HypeCycle

Multichannel Marketing

II. Hype Cycle Data Decision Delivery

Channels

Programmatic Direct Advertising

Programmatic TVAdvertising

Virtual Assistants

Multichannel Marketing ▶

II. Hype Cycle Data Decision Delivery

Channels

Programmatic Direct Advertising

Programmatic TVAdvertising

Virtual Assistants

- campaign management orchestrating multiple channels

- build one-to-one relationships with customers

- mimic an ongoing conversation with purpose, context, and an understanding of previous and potential future interactions

Multichannel Marketing

II. Hype Cycle Data Decision Delivery

Channels

Programmatic Direct Advertising ▶

Programmatic TVAdvertising

Virtual Assistants

- automate trading and real-time placement of direct digital advertising

- fixed price for a guaranteed number of impressions

- exclusive placements

Multichannel Marketing

II. Hype Cycle Data Decision Delivery

Channels

Programmatic DirectAdvertising

Programmatic TVAdvertising ▶

Virtual Assistants

- application of real-time digital automation and algorithmic techniques

- planning, trading, and insertion of commercials into TV shows

Multichannel Marketing

II. Hype Cycle Data Decision Delivery

Channels

Programmatic Direct Advertising

Programmatic TVAdvertising

Virtual Assistants ▶

- tasks previously only possible by humans

- AI and machine learning (prediction models, recommendations, personalization)

David M. Raab- Founder, CDP Institute- Industry Analyst - Martech Consultant - Named ‘Customer Data Platform’ in 2013

1. Customers want personalized treatment.

2. Personalized treatment depends on great data.

Few Companies Have It Right

It’s Worse in Europe

CDP to the Rescue!

Sources CDP Delivery

CDP Architecture

Sources CDP Delivery

CDP Architecture

ExposeIngest ProcessStandardize

and transform

Link identities

Aggregate and index

Reformat and expose

Loaddata

Sources CDP Delivery

CDP Architecture

ExposeIngest ProcessStandardize

and transform

Link identities

Aggregate and index

Reformat and expose

Loaddata

An

alyt

ics

Enga

gem

ent

CDP (Customer Data Platform)Definition

- Marketer-driven system that creates a- Persistent, unified customer database - Accessible to other systems.

CDP Benefits- Marketer-driven = packaged software =

faster, lower cost, less risk- Unified, persistent customer database =

data from all sources, complete customer view, organized for customer management

- Accessible to other systems = easy to share data, change systems without disruption

CDP DataLake/WH DMP Data Hub,

Tag Mgr. MAP, CRM Marketing Cloud, JOE

packaged system + – + + + +unified customer data + + – – – +

persistent + + + – + +

open access + + + + – –analytics & engagement ? – – – + +

CDP vs Other Systems

Sample CDP Use CasesCustomer Journey Stage

Acquisition Growth Retention

CDP Application

Database web data capture account/person match event detection

Analytics keyword analysis next best product churn prevention

Engagement look alike audiences content selection cross-venue loyalty

Situation Challenge Solution Benefits

Online publisher with multiple Web

sites

Acquire and unify anonymous visitor data from multiple

sites

Web tag manager to capture

standardized data from all sites and

feed into CDP

Reduced site maintenance costs, greater control over

partner tags, standardized data

collection

An

alyt

ics

Enga

gem

ent

ExposeIngest ProcessStandardize

and transform

Link identities

Aggregate and index

Reformat and expose

Loaddata

Use Case: Web Capture

Situation Challenge Solution Benefits

Tourism agency needs to target

different types of visitors at different

time of year

Need broader reach beyond

directly related Web sites

Use CDP to push lists of best customers to

social and display networks and

promote to similar people

CDP can identify best customers for look-alike

analysis; easily find different segments for seasonal promotions

An

alyt

ics

Enga

gem

ent

ExposeIngest ProcessStandardize

and transform

Link identities

Aggregate and index

Reformat and expose

Loaddata

Use Case: Look-Alike Audiences

Situation Challenge Solution Benefits

Airline customers often complain on

social media during a trip; response

depends traveler’s status

Social monitoring is not connected;

difficult to assemble information and

respond appropriately

Use CDP to scan social media for mentions,

automatically assemble information, prioritize

cases, and recommend action to service agent

Faster response, lower support

costs, improved customer

relationship

An

alyt

ics

Enga

gem

ent

ExposeIngest ProcessStandardize

and transform

Link identities

Aggregate and index

Reformat and expose

Loaddata

Use Case: Event Detection

More CDP Use CasesData management

• Capture data from multiple Web sites

• Clean and standardize addresses

• Create ‘golden record’ of best customer data

• Match customer identities across systems

• Detect significant customer events

• Import and store external data

Analytics

• Analyze paid search keyword performance

• Find next best product per customer

• Identify customers with high churn risk

• Define customer segments• Build persona profiles• Attribute revenue across

marketing programs

Engagement

• Support GDPR consent and requests

• Send audiences to DMP for look-alike match

• Select best content during Web interaction

• Unify loyalty program across venues

• Share current customer journey stage

• Limit contact frequency across channels

For more information: www.cdpinstitute.org

- White papers - Evaluation checklists - White papers - Evaluation checklists - Product comparisons - Vendor directory - Industry newsletter

Data

Decision

Delivery

360° customer profiles

Smart segmentation & automated user journeys

Real-time cross-channel campaigns

III.Moments

Upselling with Relaxing EffectContext

- Second-class cars are crowded- People are more likely to upgrade

MomentRelief customers by offering upgrade to first class through app push

III. Deutsche Bahn HelloFresh

Reactivation with ExcitementContext

- Sending email teaser first doubles ROI and CR of direct mail- Young people react better to direct mail

MomentMake customers feel special with personalized direct mail

III. Deutsche Bahn HelloFresh

Know your customers and be there.

IV.Beyond 2018

Key TakeawaysI.

Moments create relationships –

ads do not.

II.Make decisions based on data to deliver the right

messages at the right time through the right channel.

III.Know your customers

and be there.

www.crossengage.io