credential deck v12 -...
TRANSCRIPT
We are Resulticks
Powering brands through data driven marketing automation across digital channels
Copyright © 2016 Resulticks.com 2
100+team members 3 major markets
Our Foundation Industry Verticals Some Brands We Serve
Telecommunications
Banking & Finance
Travel & Hospitality
Beauty & Wellness
Healthcare
Retail
ConsumerElectronics
Education
Challenges of a Digital Marketer
Data Source Integration and Consolidation• “Don’t have any data
to start with”
• “Data is all over in silos”
• “I have some data. But its confidential.”
Data Segmentation• “Do I have the right
attributes to define my target segment?“
• “Not sure whom to target now.”
• “I know whom to target, but it’s not clear what offer to extend.”
Communication Strategy• “Overlapping
campaigns, conflicting messages, duplicated resources“
• “Have too many touchpoints and channels to manage“
• “Not sure which channel(s) to focus on first.“
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Automation Enablement• “Resource
intensive. One for each channel.”
• “Retargeting is getting more complex with multiple touchpoints”
Campaign Management• How do I make use of
contextualization?
• “In any case, I don’t know which customer actually did the purchase.”
Reporting & Analytics• “Don’t get what I did
right or wrong on this campaign – to improve performance next time”
• “Is he my loyal, frequent, infrequent audience - based on interactions across all touch points, not just this campaign?”
Our Solution at every checkpoint
(DATA EXCHANGE)
Data Source Integration and Consolidation
• Data analysis –Structured and Unstructured
• Integration of marketing data stores /tools /systems
(RECIPIENTS AND LIST SEGMENTATION)
Data Segmentation• Hypothesis definition
and testing
• Segment and attribute definition – For Profile Augmentation and Conversions
(SEGMENTATION, MULTI-DIMENSIONAL RECIPES)
Communication Strategy• Audience Journey Mapping
• Digital Channel Framework Definition
• Content Strategy & Campaigns Cadence
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(CAMPAIGN AUTOMATION & ALGORITHMS)
Automation Enablement
• Omnichannel campaign setup
• Automated OmnichannelRetargeting
(CAMPAIGN MANAGEMENT)Campaign Management• Omnichannel Campaign
Execution – Profile Augmentation, Conversions
• Individualized messaging construction
(ADVANCED REPORTING)
Reporting & Analytics• Integrated, Real-Time
Campaign Reporting
• User Interaction Analysis
• Campaign Benchmarking
The Resulticks Way
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Map Touchpoint
Evaluate Reach/Engage
Retarget Convert
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Cutting the right customer segments and segregating them into actionable recipient list
Impact of the campaign, based on goals set and desired recipient responses
Campaign mechanics based on the touchpoints and its execution
Identify and retarget recipients who did not respond with desired actions
Record completion of end campaign goal per individual recipient / respondent
Assessing and selecting the right touchpointsand interactions for campaigns
Azure mCloud
CRMSensors
Location
Call CentersSocial
Websites
Databases
ExtendedSystems
Mobile Apps
EmailIn-App
SMS
Web Notification
Social
QRWeb
Segmentation
Modelling
CampaignsRule Engine
Big Data
Reports
eShop
Resulticks mCloud
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Resulticks Impact - From chaos to communication with top line results
• Independent communication strategies per channel
• Micro-reporting at campaign level
• Uncoordinated targeting
• Duplicate / redundant resources (technology and manpower)
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EmailereDMS /
Newsletters
MOBILESMS
SOCIAL MEDIA
Facebook LinkedIn / Twitter / YouTube
OFFLINE
WEBWebsite / Analytics
E Commerce CRM
Before Resulticks
Resulticks Impact - From chaos to communication with top line results
• Unified communication strategy across channels
• Multi-layered campaign reporting, benchmarking and user analytics
• Structured targeting based on hypotheses and propensities
• Consolidated data and resources
OmnichanneleCommerce
Big Data Webinar
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RDBMSAnalytics
CRM
After Resulticks
Covering the digital communication landscape
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EARNED MEDIA
• Facebook• Twitter• Youtube
• LinkedIn• Pinterest• Google+
PAID MEDIA
• Video ads • Display ads• Social ads
• Affiliates• Print ads• SEM / PPC
OWNED MEDIA
• Website• Legacy
systems• Databases• Blog• Webinar
• Mobile Apps• Kiosk• Sensors• Beacons• POS
Data to leverage across these channels
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— Sensor data
— Web /Apps log
— Profile data
— Demographic data
— Interaction data
— Transactions data
— Implicit data
captures
— System calculated
— Social sentiments
— Call center transcripts
— Blogs
— Images & Videos
— Documents
Semi-structureddata
Structureddata
Unstructureddata
How it can enable your business
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Contextualized communications Targeting & retargeting based on analytics, individual insights
Consolidation & segmentation
RedefinedConsumer experience
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Real time
Unstructured data
Structured data
Audience Profiling (1/2)
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Passport ID(Defined by Resulticks)
Personas
List IDs
Propensity score
Data importCustomer ID(Defined by client)
Campaigns blast
Pre campaignRecommendation(Predictive analysis)
Post campaignInsights
(Prescriptive analysis)
Datamapping /grouping
Audience Profiling (2/2)
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Campaign blast
User response Tracked using Smart Link
Industry benchmark
Client benchmark
Golden campaign
Propensity
- Individual / Surrogate propensity- List propensity- Channel propensity- Time propensity
Recommendation/ Insights
Pre campaign
Post campaign
During campaign
Modeling / Insights analysis
Reach Engage Convert
Campaign goal
What this can help you achieve
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Targeting based on common personal
attributes
Personalization
Targeting based on a customer’s individual
attributes
Individualization
Targeting based on individual’s hethertounseen patterns and
derived attributes
X-Ray Vision
• Customer’s name
• Customer’s demographics
• Customer’s preferred
communications channel
• Interactivity in communication
• Reference to customer’s history and
current/anticipated needs
Progressive profiling for maximum ROI
MACRO SEGMENT
MICRO SEGMENT
NANO SEGMENT
NAMED INDIVIDUAL
KNOWN INDIVIDUAL
Transactions, Demographics
+ Behavior
+ Psychographics
+ Social
+ Emotions
Purchase, Consumption, Contact, Location, Gender info
Participation, Interactions, Affinity, Loyalty
Likes, dislikes, preferences, interests
Laddering, Network of Influence , ViralityQuotient
Tendencies, Inclinations, Propensities
FOCUS OF PROFILING DERIVED INSIGHTSTARGETS
Hierarchy of Audience Profiling
PERSONADEFINITION
Inte
ract
ion
Mot
ivat
ion
Activ
atio
n
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Why Resulticks – The real differentiators
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‘Smart’ lists | Personalized individual
‘Smart Link’ | Benchmarking | User
Analytics
New Generation Marketing Automation
Consolidated customer info hub built and
powered by Big Data and a library of API’s –owned, paid, third party
and earned data
Data Backbone
SaaS offering with scalable architecture on
the Cloud
Service Infrastructure
Built from the ground up using modern scalable technology | Integrated marketing automation
all in one single platform
Foundation
Resulticks 3.0
Resulticks Big Data Repository and Analytics
Digital Strategy and Smart Engagement Services
Across Business Models, Geographies, and Industries
Industry and InternalBenchmarking
Advanced Analysis and Reporting
Seamless OmnichannelEngagement
Dynamic Campaign Creation
User 360°
InsightsAdvanced Audience Segmentation and
Targeting
Next Generation Marketing Automation. Realized
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OMNI-CHANNEL RULES ENGINE
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The big picture
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Proprietary tech enablers
AUDIENCE DATA(structured / unstructured)
Big Data analytics & data augmentation
OMNICHANNELS
OUTBOUND marketing
• Campaign reporting and analysis• Augmented customer data
CLIE
NT
AUDIEN
CE
Seamless omnichannel experience with measurable direct contribution to revenue
Advanced audiencesegmentation & targeting
Industry & internal benchmarks
User 360°
Insights
APIs / Connectors
MACHINE LEARNING & MODELLINGSMART LINK TECHNOLOGY
INBOUND marketing
Dynamic omnichannelcampaign management
Customer profile and contact data
Transaction data (Systems / Online)
Social media data engagement /ad data
Audiencecommunication / Interaction history
• Customer propensity data (channel/ time/ communication)
• Rich customer data
• Location-based data• Offline to online data
The Smart Link
Track user action at individual
level
Coupons
Passport
ID
Campaign ID
Campaign
iteration
Landing
page
Website
Apps
Apps
marketplace
Social media
property
SMS
Social
media
QR code
Paid media
Push
Web
Mobile
Device & OS
Communication
channel
Conversion point
Campaign
Offers
Attribution
to sales
Response
History
Campaign
Type
Interest
Conversion
patterns
Browsing
History
Channel
Propensity
Digital
Contact
Map
Device
Browser
KiosksLocations
Brand
Interactions
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A universal, ready-to-embed individualized, deferred deep linkthat can be used across owned, earned and paid media assets, to track user
actions and responses during and post communication campaigns.
ACTION
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INBOUNDAudience initiated communicatIons through inbound channels• Call centres
• Website enquiry
• Digital kiosks / POS
• CRM / Loylaty system entry
• Social channels
OUTBOUNDAudience response to communications from outbound channels• SMS
• Push / In-app notifications
• Paid media
• Call centres
Omnichannel Rules Engine
A decision engine governing the type, frequency and response related to communications with individual members of the audiences.
CONDITIONSDetermine rule to execute based on,
• Individual / audience type
• Communication frequency –campaign, lifetime caps
• Configured business conditions
• Calculated propensities
• Rule prioritization
COMMUNICATIONInitiate communication across channels mapped to rule identified,
• Dynamic list extraction
• Dynamic content preparation
• Multi-wave recipes / automation
• Automated data synchronization
EVENTS(From sources) RULES
Platform deployment options
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Client sources & system
Client sources & system
• Campaign and clientdata on Cloud
• Remote connectivity / SFTP / ODBC for client data access
• Campaign initiation and management on Cloud
• Campaign data on Cloud
• Client data on premise
• Web services for client data access and synced responses
• Campaign initiation and management on Cloud
• Cost effective solution with multi-tenanted model
• Efficient utility based scaling
• Reliable performance
• Regulatory compliance on PII data
• On-premise data consolidation
• Real-time synchronization of omnichannel rule engine
FULLY CLOUD
HYBRID
FRAMEWORK HIGHLIGHTS
Technology Summary
FrontendBootstrap framework with
Kendo UI components
Middleware Microsoft technology stack
.NET framework 4.5x
BackendSQL / NoSQL Hadoop ecosystem
(HortonWorks 2.3 & Solar 5.4x)
Regional data centers with Microsoft Azure
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Geo-fenceddata governance
Enterprise friendly
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RDBMS
CRMeCommerce
Analytics
Bigdata Webinar
Omnichannel
Primary Channel
SocialORM
Integrated data sources virtually from anywhereAudience Information HubLeverage API’s available to consolidate data from a multitude of legacy, third party and social systems to begin connecting with your audience
Campaign setup canvas
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Dynamic Campaign CreationPlan multi-dimensional campaigns across channels on the basis of channel propensity, contentmessaging and response
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User Analytics Report – User interaction timeline
User 360° InsightsGet a glimpse of the timeline of communications with your audience; relevant data insights on your entire audience base for strategy and targeting.
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User Analytics Report – Social connections
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User 360° InsightsGet a glimpse of the timeline of communications with your audience; relevant data insights on your entire audience base for strategy and targeting.
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Trend Analysis
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Campaign Summary ReportThe complete story in relevant, actionable terms; Insights across multiple benchmarks.
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Campaign Benchmark Analysis
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Campaign Summary ReportThe complete story in relevant, actionable terms; Insights across multiple benchmarks.
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Campaign Benchmark Analysis
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Platform architecture overview
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Analytics & eCommerce CRM ODBC Webinar
Encr
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then
ticat
ion
VPN PRESENTATION LAYER
Business workflow, Component, EntitiesBUSINESS LAYER
WCF, RESTFUL API, SOAPSERVICE LAYER
HTTP, SMTP, FTP, SMPP...COMMUNICATIONS
Data access component, helper & service agentsDATA LAYER
Base
tech
nolo
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: XM
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Exte
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dat
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Face
book
, Tw
itter
, OR
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Web
ana
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Back
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jobs
SQL databases
B I G D A T A
BATCH PROCESSING NO SQL DATA EXTRACT
INDEXM
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t Ops
-AM
BAR
I
Secu
rity
-KER
BERO
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JOBS
-O
OZI
ECLUSTER RESOURCE MANAGEMENT
STORAGE QR code
Analytics
Social
media
SMS
End user
Admin/Campaign planner/
Report user
APIIntegration
Internet
Social
Cam
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DashboardHTML Web UI & .NET controls
HIVE TEZ / MAPREDUCE HBASE HSEARCH
YARN
HDFS
Delivering top line revenue for brands
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The Challenge
The Resulticks Impact
571M Records consolidated from disparate data sources
27 hypotheses tested based on information in customer data mart
15+ new customer segments emerged in smartphone category
USD 39.7*Revenue contribution
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Global Consumer Electronics Brand Global Beauty Brand
The Challenge
The Resulticks Impact
SMART URL generation to track audience journey from media buy all the way to conversion on travel
retail portals
20%Incremental online sales**
Powering eCommerce communications across
retailer sites10 languages6
products3500 brands8
* Across period of 22 months** Over and above traditional / offline sales
A leading smartphone brand’s journey to acheive greater conversions Digitization of travel retail segment of a beauty brand
Quotable quotes
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“A futuristic platform for marketing.”The platform has been built with marketing communications in mind. All features, workflows and process on the platform reflect this positioning, making it easier to use from that perspective.
~Mani Subramanian, Head of Innovation, HP Enterprise / CSC
“Impressive contribution to top line.”
Our aggressive drive with Resulticks has already begun to reap impressive rewards, almost doubling the win-back rates and upgrades among our mobile customers.
~ Aditya, Program Manager, Samsung , Mobile Business
“Maximizing value.”We are realigning our collection, retention and loyalty processes, reducing customer drop-outs and improving brand stickiness.~ Wing K Lee, CEO, YTL Communications
“Definitely the right direction.”There is no question on this platform. There is also no question that brands adopting this platform in totality will see enormous transformation in the way they do marketing.~ Datttareya Gupta, Director, Digital Consumer Marketing, Estee Lauder
“Excellent platform.”This is really interesting. Especially the differentiation on ROI tracking. It’s also easy to use and adopt across our user base.~ Vihang Shah, CIO, Electrolux
Know more about usPut the power of new generation marketing automation to work for you immediately.
Request a workshop
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