embrace: an introduction to personalised marketing automation
TRANSCRIPT
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PERSONALISATION
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Personalisation expectation over time
Expectationof personalisation
Time
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SPECIAL
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EXPECTATIONS
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PERSONALISATION?WHAT IS
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increasing levels of satisfaction and potential for re-engagement and loyalty.”
“Personalisation is the customisation of the user experience
to provide a more meaningful and streamlined experience,
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EXPERIENCE = USER NEEDS
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StitchFix example
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Scalable Relevant Timely
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DON’T INTERRUPT
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I DON’T CARE
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WHAT THE ALTITUDE IS!
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USEFUL VALUABLE
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DON’T BE CREEPY
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THE OLD MODEL
Advertising created awareness. Sales took it from there.
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80% of the purchasing decision
has happened before customers
engage with your brand
Marketo
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Marketers need to nurture the customer experience
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Marketers need to learn to listen
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We want people to walk here
What the data is telling us
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“Over 50% surveyed, reported paying
more for a product in the last 6 months because the customer experience was better than the less expensive options.”
avande.com
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“The experience is the currency of your brand”
©2016 Fusion 2015 Distrupters Handbook
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BUT…
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How do I manage all these relationships?
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MARKETING AUTOMATION
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YOU NEEDA SYSTEM
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DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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©2016 Fusion
DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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ANONYMOUS
CUSTOMER
CUSTOMER JOURNEY
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FIX
LOVE
FIND USE
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DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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DATA
OWNEDCustomer databases
CRM database Website analytics E-comm analytics
Social media Point of sale data
Research Call centre logs
Customer surveys
EARNTSocial aggregated
content from Facebook,Twitter, LinkedIn etc.
Salesforce etc. Search
PAIDResearch carriedout by dedicated3rd party market
researchorganisations
Colmar Brunton etc.Shopability
PUBLICGoogle
Govt. statistics Weather, traffic
Published studiesGlobal web index
FUTUREMIT Labs
World Health Org.G20 Survey
Trend watchingTED
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DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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TECHNOLOGY
MARKETO EPI MAGENTO
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DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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MOMENTS OF DOUBT DESIRE DISSATISFACTION
xero
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DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
SEGMENTATION
PLATFORMS / CHANNELS
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©2016 Fusion
DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
SEGMENTATION
PLATFORMS / CHANNELS
REPORTINGFRAMEWORK
TEST OPTIMISE
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©2016 Fusion
DATA CONNECTEDPLATFORMS
BUSINESSOBJECTIVES
USERS & PATHWAYS
SEGMENTATION
PERSONALISATIONMECHANISM
CONTENT &FUNCTIONALITY
REPORTINGFRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS
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