#cnx14 - predicting success: achieving roi from personalized content across the customer journey

Track: Customer Journey Showcase

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Predicting Success: Achieving ROI from Personalized Content across the Customer Journey

Sears Canada: Amanda Pereira, Manager Strategic Email and Affiliate MarketingSalesforce ExactTarget Marketing Cloud: Matt Coffman, Director, Product Management


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The customer journey has

changed. More communication channels, more

customer options, more interactions.

Huge amounts of data are available, but are often siloed

or difficult to use

To connect with consumers, you need meaningful messages at key

moments

Today’s Challenges


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What is the Customer Journey?


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Explosion of Channels + Data


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Harvard Business Review webinar, McKinsey & Co, September 2013


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Sears Customer Persona


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Stacie’s Customer Journey


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Predictive Content for the Journey


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Price Trigger 2.8x the open rate

4.3x the click rate


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Abandoned Cart Trigger2.7x the open rate

5.8x the click rate


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Biggest Challenges for Sears Canada

• Incomplete picture of journey and preferences

• One-to-many communications

• Stale data = Missed opportunities


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Challenge 1: An Incomplete Picture

• Subscription preferences change (or are never set)

• Disparate data prevents full customer profiles


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Takeaway 1: Combine Holistic View + Real-Time Access


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Challenge 2: One-to-Many Communications

• Extreme customer diversity

• Many, varied products and services

• Manual customization is unmanageable

• Constant balance of relevancy vs. scalability


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Takeaway 2: Observe Behavior + Act in Real-Time

• Predictive, Automated customization across channels

• Content grows more relevant with each click

• Profile built from multiple data inputs

• Phenomenal ROI


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Challenge 3: Missed Opportunities from Stale Data

• Limited methods to segment lists

• Manual segmentation based on general assumptions

• Customers often receiveirrelevant campaigns


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Takeaway 3: Right Content + Key Moments

• Browsing behavior refines campaigns

• Engaging content isn’t always enough

• Identify key moments in the customer journey

Cart abandonment

2.7x open rate / 5.8x click rateBrowse abandonment

2.7x open rate / 4.3x click ratePrice (drop alert) trigger

2.8x open rate / 4.3x click rate


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In U.S., $83 billion lost to poor customer experiences each year

The State of Marketing, IBM, 2013


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Single View of the Customer

• Identify your customer wherever they interact

• Get to know your customer through the data


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Data Driven Content

• Develop content from your cross-channel view of each customer

• Give individuals what they want, they will respond


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Be in the Moment

Connect during the moments that matter

• Identify those critical moments

• Listen and act in real-time


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Evaluate your data practices – how you

collect it, from where, etc. and find partners who can help you fill

the gaps.

Collect and organize your data to make it

useful and productive.

Use insights and take action, at the right time, to be relevant to each

individual customer.

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Next Steps


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Questions?


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• 1:1 journeys across channels and devices• Premium experiences throughout the marketing lifecycle • 360-degree view of your customer • When it comes to your customers, every moment matters


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#cnx14 - predicting success: achieving roi from personalized content across the customer journey

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