orc presentation download - mk0exponeav2vrysryl9.kinstacdn.com · cdxp = dp + ai + esp + ux + x...

Networking13:00 – 14:00

SamuelGLOBAL HEAD OF CONTENT

Kellett

Who is Exponea?

It's great to find a partner who thinks the same way.Nicola Fox | Head of CRM

“

Growth Through Loyalty: The New Growth Paradigm Enabled by a CDXP14:35 - 14:55 PM

What Is The Scope Of Today’s Event?

Measuring Success: User-Based vs Session-Based Metrics15:35 - 15:55 PM

Future Problems and Solutions16:35 - 16:55 PM

Black Friday Panel16:55 - 17:15 PM

Meet The Thought Leaders

Ian JindalCo-Founder & Editor in Chief

Brian McBrideDeputy Chair

Ricardo GómezHead of 365 Consumer Marketing


Denise FenderGlobal General Manager

Business & Digital Transformation

Gianfranco CuzziolGlobal CRM Lead

Rod AnthonySenior Consultant,

Wunderman Commerce

Andy MulcahyStrategy and Insight

Director


Peter IrikovskyCEO

Samuel KellettGlobal Head of Content

Peter JakusHead of Academy

Bruno GorgulhoGlobal Head of Solutions

IanCO-FOUNDER & EDITOR-IN-CHIEF

Jindal

© 2019 @etail www.retailx.netOctober @ianjindal London, UK

I A N J I N D A LC h a i r m a n &

C o - F o u n d e r

@ r e t a i l x

@ e t a i l

@ i a n j i n d a l

L o n d o n - O c t o b e r 2 0 1 9

R e t a i l 2 0 1 9

Hello


Companies


Where the customers go


200,000,000


Operational excellenceis becoming normal


Delivery – fulfilling your promise


Human Scale

Tesco Extra – new format


Experience as well as transaction


Ellis BrighamOutdoor equipment store

Ice walls (with instructors) in their stores.


https://www.intersect-nyc.com/

https://www.intersect-nyc.com/


https://www.starbucksreserve.com/en-us/locations/new-york


I A N J I N D A LC h a i r m a n &

C o - F o u n d e r

@ r e t a i l x

@ e t a i l

@ i a n j i n d a l

L o n d o n - O c t o b e r 2 0 1 9

R e t a i l 2 0 1 9• Ever-improving capabilities – even as the

market becomes increasingly challenging• Marketplaces and brands are gaining

customer attention• S.O.L.D at forefront of capability• Experimentation in store, but very few have

moved “experience” beyond a marketing gimmick

• Customer interaction and selling is across all channels, with mobile and social leading the way

• Authenticity (previously the domain of purposeful brands and niche retailers) is mainstream

• Sustainability• Front-line staff

Thank You

PeterCEO

Irikovsky

Growth Through Customer Loyalty

How Retailers Piss-Off Customers

After-purchase discount on what they just bought Segmented campaigns1SITUATION SOLUTION

Flood of emails with irrelevant offers Customer interest predictions2Recommending products not availabe in their size Recommendations with sizes3Using inappropriate channels Channel prediction4Displaying annoying influencing messages Predictive multi-arm bandit5Retargeting with item you just bought CDP integration with retargeting6

We Are Living In a Different Era

Acquisition + Loyalty

E-Commerce Growth > 100%

2000

Early Adopters

1990

Innovators

> 50% >30% 14% 3%Loyalty

2010

EarlyMajority

2018

LateMajority 2025

Laggers

Acquisition LoyaltyFOCUS

Growth Is Important

Loyalty Is Critical

Down 90+%

20%

80%

Investing Where It Matters: Acquisition vs. Loyalty

RevenueYear 1

-20%

Lossof Customers

+10%

RevenueYear 2

+30%

CustomersIncrease

Marketing Budget

RevenueYear 1

-10%

Lossof Customers

+16%

RevenueYear 2

+26%

CustomersIncrease

Marketing Budget

10%

90%

Churn Acquisition Loyalty Budget

The Difference Accumulates Over Time

Churn

RevenueYear 1

-20%

Loss of Customers

→110%

RevenueYear 2

+30%

CustomersIncrease

Acquisition Loyalty Budget

-22% +30% → 118%134%

CustomersIncrease

RevenueYear 3

Loss of Customers

RevenueYear 5

…Maximum sizeof business $150m

TRADITIONAL APPROACH

RevenueYear 1

-10%

Loss of Customers

→ 116%

RevenueYear 2

+26%

CustomersIncrease

-12% +26% → 130%166%

CustomersIncrease

RevenueYear 3

Loss of Customers

RevenueYear 5

…Maximum sizeof business $260m

LOYALTY APPROACH

100%

100%Extra 32% in 5 years

The Most Important Chart of AllR

even

ue in

$

Revenue Segmented By First-Purchase Cohorts

The Most Important Chart – Cohort evolutionR

even

ue in

$


The Most Important Chart – Cohort sustainabilityR

even

ue in

$


The Most Important Chart – New vs Existing CustomersR

even

ue in

$


The Most Important Chart – Are you really growing?R

even

ue in

$


Which Company Would You Like to Be?

Taking TheNext Step

Old Model vs. New Model

Channel CustomersManager

Channel-Centric Approach

Retail

Online

Email

SMS

Call Center

Triggering Content

WEB

Triggering Content

ADS

TriggeringContent

EMAIL

TriggeringContent

STORE

Trig

gerin

gCo

nten

tSM

STr

igge

ring

Cont

ent

MOB

ILE

CUSTOMERS

Customer-Centric Approach

Why Are You Still Channel-Centric?

You’re MissingA Customer Data& Experience Platform

Why Is Exponea The #1 CDP?Because It‘s a CDXP

Exponea is the market leader in the customer data platform category, according to independent review site G2 Crowd.

CDXP

Gartner’s Interactive Hype Cycle

CDXP Explained

CDXP = DP + AI + ESP + UX + x

Full fledge Customer Data Platform enabling complete

Single Customer View

Real-Time Predictive & Recommendation

Capabilities

Complete email service platform with real-time

triggering, A/B testing & multi-language support

User experience platform enabling 1:1 level of

personalization

Thex-factor

A/B Testing Is Dead - A.I. Brings New CapabilitiesWith Faster Implementation & Massively Better Impact

ClassicA/B Testing

Control GroupVariant 1

Approaches To A/B Testing

ResultReal Impact

60%10%

Variant 2Variant 3Variant 4

10%10%10%

0,3%0,03%

DynamicMulti-Arm Bandit


ResultReal Impact

60%10%


10%10%10%

at start

0,1%0,1%0,1 %99,6%0,1 %

at end

0,3%0,3%

PredictiveMulti-Arm Bandit


ResultReal Impact

60%10%


10%10%10%

at start

23%7%4%49%17%

at end

15%15%

How Does Multi-Arm Bandit Work

Deposit accountspecial offer

Loan on product pagewith message B

Loan on homepagewith message A

Retargetingwith mortgage

D-AutoC-AutoB-AutoA-Auto

How Does Predictive Multi-Arm Bandit Work

Deposit accountspecial offer

Loan on product pagewith message B

Loan on homepagewith message A

Retargetingwith mortgage

D-AutoC-AutoB-AutoA-Auto

AI AI AI

The Multi-Arm Bandit Is Only Possible Within CDXP Platform

CDP

UX

A.I.

ESP

Multi-Arm Bandit Process

Real-Time Data Access

Real-Time Best Variant Predictor

Best Variant Triggering

Best Variant Display

CDXP

Predictive Multi-Arm BanditEnables Companies To Avoid Negative Social Influence

Banner

“Happy to take offer”

Example

If YouPurchase Today, You Get XYZ

+

Emotion

SHOP NOW

“Irrelevant”

“Why do you push me”

CLTV

Other Use-Cases Only Possible With The CDXP

CDP

UX

A.I.

ESP

PredictiveBanditCDXP

Ad Camp

Catalogue

RecoSizes

PredictiveRetargeting

Customer-Centric Metrics

Non-Flickering Experience

FinalThoughts

How many of you have someone in your C-Suite with Customer Loyalty as their #1 priority?

Who believes that accessto a Full Customer Profilecan create a lot of value?

How many of yourcolleagues have accessto a Full Customer Profile?

AskAnything

Key Takeaways From Peter

Growth is important, loyalty is critical.1Customer-centricity is necessary for survival.2The CDXP enables use cases not possible before.3

Denise

GLOBAL GENERAL MANAGERBUSINESS & DIGITAL TRANSFORMATION

Fender

Coffee Break15:15 – 15:35

PeterHEAD OF ACADEMY

Jakus

MeasuringSuccess

The Way You Set & Measure Your Goals Drives the Results

Disruption Starts Unnoticed, From Unexpected Places

How GamesDisrupt the WayE-commerce MeasuresResults

Simo Ahava |

Have you ever actually stoppedto consider just what metricsyou are optimizing againstwhen using a web analytics platform?

Golden Standard: Highly Used Google Analytics Report

Conversion Rate Shows The Potential of Paid Search

How Are These Metrics Calculated?

The Struggle With Sessions

Source: https://conversionista.com/en/blogg/look-at-correct-conversion-rate-2/

Lukas Vermeer

• Why define a "session" in the first place?

• What do we need it for?

• It's a broken construct, so can we not just simply do without it?

The Struggle With Sessions

Source: https://conversionista.com/en/blogg/look-at-correct-conversion-rate-2/

Why Should You Care?

Where to Take and Where to Give?

Campaign Reach

Did We Improve The Campaign Or Not?

The Way You Set & Measure Your Goals Drives the Results

Is This Really a Disruption?

The Whole World is Talking About it.Or is it?

Every Disruption Needs a...

2012 20162005 2019 those who

get itthose who

follow

CDPs

Timeline :)

BETA

CDXPs

Customer Data and Experience Platform

Session-based architecture was relevant in 2005, in the channel-centric world.

Session-based architecturewas relevant in 2005,in the channel-centric world

Session-based architecture was relevant in 2005, in the channel-centric world.

Join the movement of retailersthat are challenging the waysuccess is measured

Follow Our Researchbit.ly/customer-metrics

bit.ly/customer-metrics

Are You the Tesla or the Pinto?

Measuring Success:Key Takeaways

Key Takeaways From Peter

The way you set and measure your goals drives the results.1Session-based architecture was relevant in 2005, not 2019.2Sell to people. Not sessions.3

Ricardo

HEAD OF 365 CONSUMER MARKETING

Gomez

Coffee Break16:15 – 16:35

BrunoGLOBAL HEAD OF SOLUTIONS

Gorgulho

FutureProblems& Solutions

Customer Data and Experience Platform

The Times, They Are a-Changin’

For Companies As Well, The Choice Is Just Too Complex

Tech Stack Fatigue’s Impact On Innovation

Your tech stack defines the teams you hire and the campaigns you make

A vicious cycle

How Do You Alter That Cycle?

Experience& Measurement

A Virtuous Cycle

“If you can’t measure it, you can’t improve it.”Peter Drucker

Get To Know Your Customer By Providing Value

o Hi, how can I help you?

q I am looking for trousers

o (seeing the current clothing) Are you interested in silk?

q I am looking for something more casual… like cotton.

o Let me take your measurements and prepare some samples for your next visit – can I have your phone number to let you know once I have the pieces?

The Measurement & Experience Cycle

You want to identify that anonymous visitor

Give them something in return

Using Available Measurements, Experience Improves In Steps

EXPERIENCECDP

How Experience Turns Into Measurement

CDXPCustomer Data and Experience Platform

Website

CRM, ERP

In-store

Channels

Email

Offline

Social

Products

ReportsAI

Web

Remarketing

Automating The Measurement & Experience Cycle

Loyalty Scenario In Exponea

The Issue with Identity resolution

Customer Journey

Cost + Revenue

Journey Of Separate Cookies

Identity Resolution

Website actions

Internal Exponea

Event

****

Single Customer View In Real Life

Offline purchase

Loyalty data

****

****

********

Identity ResolutionIn Real Life

Step 1: Website Behaviour

Step 2: Offline Store Purchase

Step 3: Creating Single Customer View

Thank you for your purchase!

AttentionIs LimitedUse It Wisely

Stop Blasting! Save Money, Be Relevant

20% of mailing database77% of revenue

0% revenue

52% of mailing database

The PURIGADOapproach

Step 1.

• What purpose do you really want your customers to fulfill?• Are you looking at the right metrics?

Purpose

Define Customer Engagement

Step 2. Rite Of Passage

Dive Deep Into Your Data

• Which customers fulfill that purpose?• Which customers do not spark joy - or harm your business?

Step 2.

• Which customers fulfill that purpose?• Which customers do not spark joy - or harm your business?

Dive Deep Into Your Data

Analysing..

Rite Of Passage

Step 3.

• Before removing them, try a different approach• Give them another chance, before giving up on them

Game Over

Get Rid Of Bad Customers, In A Smart Way

Step 4.

• Go through the exercise periodically• Automate parts of it

Do It Again

Remember: It’s Not A One-Off Task

Prevent clutterA

naly

sing

..

step 1:

step 2:

step 3:

step 4:

PURPOSE

RITE OF PASSAGE

GAME OVER

DO IT AGAIN

PURIGADO a method to remove the unnecessary

Check Out OurDemo stations!

Future Problems & Solutions:Key Takeaways

Key Takeaways From Bruno

Get identity right1Build a cycle between experience and measurement2Attention is limited, so use it wisely3

Black Friday2019

PANEL DISCUSSION

orc presentation download - mk0exponeav2vrysryl9.kinstacdn.com · cdxp = dp + ai + esp + ux + x...

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