The Digital Personalization Revolution

Transcription

The Digital Personalization
Revolution
Jason Brett – Senior Product Manager
IBM Marketing Cloud
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@jbrett
© 2015 International Business Machines Corporation
Agenda
o Landscape of modern Marketing
o Personalization to today’s Marketer
o Modern day Marketer’s playbook
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Landscape of modern Marketing
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The experience void between Marketers and their
consumers
75%
Of Marketer’s believe
they delivered
superior online
customer experience
50%
Of Consumer’s
surveyed left their
vendor from having
less than an
exceptional
experience
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Modern consumers perception
51%
Of Customer’s who
left a brand that
‘failed them’ blame
their exits on bad
online experiences
56%
Of Consumers felt
most brands
communication
being irrelevant
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The customer journey is changing
50-80%
of the buying
process is done
before you speak
to your buyer
Online
traffic and sales
are increasing
Mobile and
social
engagement are
up
Email
remains
preferred
channel of most
consumers
5
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Modern consumers expectation
o Honesty
o Value
o Creativity
o Relevance
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Personalization to today’s Marketer
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Personalization to today’s Marketer
o Real-time access to all customer data
o Implicit and explicit data
o A single identity across Paid, Owned and Earned Media
o A different customer experience for every different customer
o Create a longer lasting relationship
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The new work of Marketing
“I have not yet begun the journey
to 1-to-1 personalized marketing
and customer engagement”
CMO
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The new work of Marketing is a journey
1-to-1 Personalized
Engagement
Predictive, real-time
analytics
Omnichannel integration
Data-driven email
CMO
Path to Proficiency
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Marketing’s Challenge
How to transition from organizational silo’s to building a
customer centric business model that delivers on
customer’s expectations
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Modern Marketing
Customer Engagement Framework
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The Customer Engagement Framework facilitates an integrated
omni-channel customer engagement
• Develop views, reports, and executive
dashboards
• Financial impact of Plans,
Goals, and Objectives
• Collect data and behaviors for
reporting within Optimize &
Understand
• Enhance the context for the next
engagement
• Assemble and manage creative and offers
• Understand use/reuse of creative and offers
• Ability to test (A/B or MVT)
• Identify Preferences
• Understand Customer Journeys
• Define Market Segments
• Align Goals to market segments
• Set Objectives for each
interaction
• Allocate budget & expense to
achieve Objectives & Goals
• Sequence multiple interactions
within an Experience Map
• Specify channels, creative,
and offers for each interaction
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Modern Marketing takes a village
Tom
VP Marketing
Edward
Performance Analyst
Evan
Channel Owner
Carlos
Creative Manager
Anthony
Customer Data Analyst
Patty
Marketing Operations Planner
Ann
Customer Experience Designer
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Modern day Marketer’s playbook
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3 Technology Steps to Personalization
Analysis
Data
Gathering
Presentation
Layer
Changes
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“Personalization should be built on a foundation of
solid design and a consistent customer experience
across all the seller’s touchpoints, starting from a
one-to-many approach and migrating to deliver a
one-to-one experience, based on what is known
about an individual”
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5 Key Personalization Concepts
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Segment-based “Personalization”
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Segmentation
Personalization
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Personalization
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Personification
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Segment-based “Personalization”
Targeted content for
valued personas
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Email open rates increase by
15%
to
39%
when sent to highly targeted segments
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o Sent to 119 clients and
prospects in “Loss Control”
o 34% Open Rate
o 22% CTR
o Contributed to 20 open
opportunities
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o Sent to 231 clients and
prospects in “Marine” industry
o 40% Open Rate
o 9% CTR
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Segment-based Personalization Checklist
o Inventory demographic characteristics
o Evaluate aging of data
o Identify 3-5 new data points to start collecting
o Use a preference center to gather interest data for segmentation
o Create segment-specific subject lines and offers in email
o Design web and messaging content with specific segments in mind
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String-based Personalization
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“Simple” Personalization
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“Simple” Personalization
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How Effective is Simple Personalization?
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Source: Mailer Mailer 2014 Email Metrics
Questionable Impact
• Weakend impact
• http://www.marketingcharts.co
m/wpcontent/uploads/2013/11/MailC
himp-First-NamePersonalization-Email-OpenRates-Nov2013.png
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It’s Debateable. Your Mileage May Vary.
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oIncrease customer
loyalty by extending the
on-board experience in
a personal “kiwi” way
oCreate brand
champions
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oPre-flight emails
o 69% open rate
o 38% click rate
oPost-arrival emails
o 62% open rate
o 40% click rate
oThousands of social
media posts
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“What a brilliant campaign...
I think this is the first piece of
e-marketing that I have ever
received that I thoroughly
read, found helpful and
actually printed out.”
- Air New Zealand customer
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String-Based Personalization Checklist
• Validate your data!
• Use A/B and split testing to evaluate for YOUR audience
• Have you tested
–
–
–
–
“From” name
First name, last name, first AND last name in “subject”
Category preference in subject line
Name and preferences in content body
• Think beyond the %%Name%%
– Images
– Past purchases or experiences
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“If you obey all the rules, you
miss all the fun.”
-Katherine Hepburn
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Rules-Based Personalization
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Personalization for Digital
oWeb
oEmail
oMobile
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Personalization for Digital
oSingle elements
oComplete messages
oBased on many sources
o Profile/Registration Data
o Session Data
o Location Data
o Behavioral Data
o Connected Systems
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A progressive,
personal
experience…
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Simple Rules
o If Clicked My wedding….
o If Clicked Friend/ Relative’s
wedding…
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Simple Rules
o If Clicked My wedding….
o If Clicked Friend/ Relative’s
wedding…
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Simple Rules
• If Clicked My wedding….
• If Clicked Friend/ Relative’s
wedding…
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Campaign Results
oOpen rate: 244%
increase over average
email send in 2012
oClick rate: 161% increase
oRevenue per mailing:
330% increase
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Machine Intelligence Models
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Predictive Personalization?
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…Machine Based
o Interest matching
o Collaborative Filtering
o Adaptive Hypermedia
o Predictive Intelligence
o Cognitive Learning
o Magic
…to name a few!
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“When our e-commerce
sites first went live, we built
product recommendations on
our websites manually using
best-sellers from our core
categories”
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Conversions
rose
114%
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Machine Intelligence Model Checklist
o Get access to all of my data
o Build a single view of the
customer
o Combine online and offline
data to really build customer
understanding
Shoppers browse
online and buy in
store
o The more information you can
tie in, the better you can
personalize the experience
o Big Data is your friend
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The Cross-Channel Personal Experience
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Cross Channel Experience
• Wasn’t possible until very recently. Now the IBM Marketing Cloud makes this
easy
Until now, true cross-channel personal experiences were
only practical for a few elite marketing organizations…
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• Saturn (Austria)
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Weil neue Technik besser ist!
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Because newer technology is better!
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Cross-Channel Personal Experience Checklist
o Inventory every customer touchpoint…online and offline
o Identify behavioral triggers
o Identify opportunities for recommendations
o Deploy Journey Designer to create full experience
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QUESTIONS …
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Notices and Disclaimers (con’t)
Information concerning non-IBM products was obtained from the suppliers of those products, their published announcements or other publicly available sources. IBM has not
tested those products in connection with this publication and cannot confirm the accuracy of performance, compatibility or any other claims related to non-IBM products.
Questions on the capabilities of non-IBM products should be addressed to the suppliers of those products. IBM does not warrant the quality of any third-party products, or the
ability of any such third-party products to interoperate with IBM’s products. IBM EXPRESSLY DISCLAIMS ALL WARRANTIES, EXPRESSED OR IMPLIED, INCLUDING BUT
NOT LIMITED TO, THE IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE.
The provision of the information contained herein is not intended to, and does not, grant any right or license under any IBM patents, copyrights, trademarks or other intellectual
property right.
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Notices and Disclaimers
Copyright © 2015 by International Business Machines Corporation (IBM). No part of this document may be reproduced or transmitted in any form without written permission
from IBM.
U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM.
Information in these presentations (including information relating to products that have not yet been announced by IBM) has been reviewed for accuracy as of the date of initial
publication and could include unintentional technical or typographical errors. IBM shall have no responsibility to update this information. THIS DOCUMENT IS DISTRIBUTED
"AS IS" WITHOUT ANY WARRANTY, EITHER EXPRESS OR IMPLIED. IN NO EVENT SHALL IBM BE LIABLE FOR ANY DAMAGE ARISING FROM THE USE OF THIS
INFORMATION, INCLUDING BUT NOT LIMITED TO, LOSS OF DATA, BUSINESS INTERRUPTION, LOSS OF PROFIT OR LOSS OF OPPORTUNITY. IBM products and
services are warranted according to the terms and conditions of the agreements under which they are provided.
Any statements regarding IBM's future direction, intent or product plans are subject to change or withdrawal without notice.
Performance data contained herein was generally obtained in a controlled, isolated environments. Customer examples are presented as illustrations of how those customers
have used IBM products and the results they may have achieved. Actual performance, cost, savings or other results in other operating environments may vary.
References in this document to IBM products, programs, or services does not imply that IBM intends to make such products, programs or services available in all countries in
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The Digital Personalization Revolution

Transcription

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