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