level up: elevating your digital strategy
TRANSCRIPT
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L e v e l U p :E l e v a t i n g Yo u r D i g i t a l S t r a t e g y
Karen DiClemente
Strategy Director
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Maturity Model Level 2
LEVEL 4
CRMANALYTICS
Unification
Data Visualization
Advanced Analytics
Data Exploration
Advanced Modeling
LEVEL 3
ARTIFICIAL INTELLIGENCE
Predictive Recommendations
Predictive Content
Propensity Models
Machine Learning
Level 1
BASE EMAILEmail Only
Basic Acquisition
Limited or No Segmentation
No Personalization
LEVEL 2
PERSONALIZATIONAdvanced Segmentation
Intelligent Trigger &
Abandonment Campaigns
Multi-Channel
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+ 30%Organizations with fully functional online personalization will outsell
companies without it
By 2020, smart personalization engines will enable digital
business to increase profits by
15%
Source: Gartner 2017Source: Gartner 2017
T h e P o w e r o f P e r s o n a l i z a t i o n
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61%U.S. online adults are unlikely to return to a website that does not provide a satisfactory customer experience
Source: Forrester Research 2017
Consumers are Quick to Judge and Take Action
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“What parts of the experience are you personalizing?”
28%
32%
44%
49%
55%
75%
Screen layout
Content on the mobile appexperience
Reminders and alerts
Product recommendations
Promotions/ product offers
Content on the website
The Customer Experience is an “All In” Endeavor
Source: Forrester Research 2017
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S a l e s i n c r e a s e 6 x w h e n m a r k e t i n g m e s s a g e s a r e
p e r s o n a l i z e d a t t h e 1 : 1 l e v e l
Source: Listrak
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L E V E L 2 : P E R S O N A L I Z A T I O N
New Active Lapsing Inactive
Using Goal-Based Segmentation
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L E V E L 2 : P E R S O N A L I Z A T I O N
Abandonment Nurturing Campaign
Abandonedproduct
ProductRecommendations
ProductRecommendations
Day #1 Day #2 Day #3 Day #4 Day #5
Replace a week (or so) of promotional campaigns with messages designed to highlight items we know the customer is interested in buying.
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L E V E L 2 : P E R S O N A L I Z A T I O N
Dynamic Back In Stock NotificationsOpt-In
ConfirmationReminder Restock
NotificationDiscontinued
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L E V E L 2 : P E R S O N A L I Z A T I O N
Dynamic Price Drop Notifications
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L E V E L 2 : P E R S O N A L I Z A T I O N
30 Days
60 Days
90 Days
120 Days
Win Back Campaign
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Transactional Campaign
L E V E L 2 : P E R S O N A L I Z A T I O N
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L E V E L 2 : P E R S O N A L I Z A T I O N
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Browse first on smartphone
Projected eCommerce revenue from
mobile
Projected 2022increase
U.S. adults own a smartphone
Higher LTV Improved brand impression
Smartphone Trends
L E V E L 2 : P E R S O N A L I Z A T I O N
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Consumers wantSMS from brands
Brands that have adopted SMS
89% 48%
Source: Twilio
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EDITORIAL / EDUCATIONAL
DRIVE ENGAGEMENT + CUSTOMER LOYALTY
INCREASE CUSTOMER DATA
INCREASE CUSTOMER BASE
CROSS CHANNEL ACQUISTION
L E V E L 2 : P E R S O N A L I Z A T I O N
SMS
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L E V E L 2 : P E R S O N A L I Z A T I O N
Engage with SMS Transactional Campaigns
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L E V E L 2 : P E R S O N A L I Z A T I O N
SMS
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L E V E L 2 : P E R S O N A L I Z A T I O N
Facebook Lead AdTwo clicks to subscribe – welcome series triggered instantly
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Lapsed Customers High AOV Audience
Spend Ad Dol lars More Ef fect ive ly Choose who to target or suppress and how much to spend
ImpactSave Money. Boost ROASActive Customer
L E V E L 2 : P E R S O N A L I Z A T I O N
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L E V E L 2 : P E R S O N A L I Z A T I O N
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L E V E L 2 : P E R S O N A L I Z A T I O N
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LEVEL 2
PERSONALIZATIONAdvanced Segmentation
Intelligent Trigger &
Abandonment Campaigns
Multi-Channel
Maturity Model Level 3
LEVEL 4
CRMANALYTICS
Unification
Data Visualization
Advanced Analytics
Data Exploration
Advanced Modeling
LEVEL 3
ARTIFICIAL INTELLIGENCE
Predictive Recommendations
Predictive Content
Propensity Models
Machine Learning
LEVEL 1
BASE EMAILEmail Only
Basic Acquisition
Limited or No Segmentation
No Personalization
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50%Consumers are likely to switch brands if a company doesn’t anticipate their needs.
T h e P o w e r o f A I
Source: E-consultancy, 2017
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28%
29%
29%
29%
30%
32%
35%
37%
40%
43%
Contextual solutions
Deep learning, neural networks
Business intelligence
Virtual assistants
Send time optimization
Text analytics
Customer analytics
Machine learning
Intelligent recommendations solutions
AI-enhanced advanced analytics
“What are your firm’s plans to use the following AI marketing technologies?”
Source: Forrester Research 2017
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What are the TOP FIVE
objectives that your
organization wants to
achieve by investing in
artificial intelligence
marketing initiatives?
RANK 1Drive revenue growth
RANK 2To better serve existing customers
RANK 3To meet rising customer expectations
RANK 4To remain competitive
RANK 5To improve/strengthen our brand
Source: Forrester Research 2017
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Replenishment
L E V E L 3 : A R T I F I C I A L I N T E L L I G E N C E
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Predictive Content
L E V E L 3 : A R T I F I C I A L I N T E L L I G E N C E
THIS CUSTOMER IS MOST INTERESTED IN THIS
CONTENT BASED ON
Online behavior
Products viewed
Articles read
Videos watched
Purchase history
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Predictive Models
L E V E L 3 : A R T I F I C I A L I N T E L L I G E N C E
READY-TO-BUY INDICATORWho is ready to
make a purchase?
LIFETIME VALUE PREDICTORWho is likely to be the most
valuable over a lifetime?
ENGAGEMENT PREDICTORWho is most likely to open/click
(or not open/click) a email?
UNSUBSCRIBE PREDICTORWho is most likely to
unsubscribe from your list?
CHURN PREDICTORWho is most likely to lapse
(especially high-value customers)?
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Listrak Predictive Models
L E V E L 3 : A R T I F I C I A L I N T E L L I G E N C E
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AI2
Prediction: Human roles won’t vanish, even as AI dominates.
Refer back to Brian’s Stitch Fix image/example
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“The relationship we have with data science is not so much
about client data as it is about the clients themselves…Because
we have stylists and not just an algorithm, we get much higher
quality data, and more involved and authentic data points.”
Katrina Lake, Founder, CEO
Stitch Fix
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L E V E L 3 : A R T I F I C I A L I N T E L L I G E N C E
PredictiveContent
2x Higher Engagement
11.1%ConversionRate
Triple Threat
Predictive Content + Recommendations + Dynamic OffersDynamicContent
ProductRecommendations
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Maturity Model Level 4: Coming Up Next
LEVEL 2
PERSONALIZATIONAdvanced Segmentation
Intelligent Trigger &
Abandonment Campaigns
Multi-Channel
LEVEL 3
ARTIFICIAL INTELLIGENCE
Predictive Recommendations
Predictive Content
Propensity Models
Machine Learning
LEVEL 1
BASE EMAILEmail Only
Basic Acquisition
Limited or No Segmentation
No Personalization
LEVEL 4
CRMANALYTICS
Unification
Data Visualization
Advanced Analytics
Data Exploration
Advanced Modeling
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Resources
• Cross-Device Targeting and Marketing• Alerts Suite• Smart Segmentation Tactics to Increase Engagement and Conversions• Predictive Personalization Suite• Listrak’s Predictive Personalization Suite Delivers Beautiful Results• Predictive Content: The Key to Automating Engagement• How Data Management is Moving from IT to Marketing Teams
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