level up: elevating your digital strategy

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

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

+ 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

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

“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

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

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

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.

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

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

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

Transactional Campaign

L E V E L 2 : P E R S O N A L I Z A T I O N

L E V E L 2 : P E R S O N A L I Z A T I O N

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

Consumers wantSMS from brands

Brands that have adopted SMS

89% 48%

Source: Twilio

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

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

L E V E L 2 : P E R S O N A L I Z A T I O N

SMS

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

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

L E V E L 2 : P E R S O N A L I Z A T I O N

L E V E L 2 : P E R S O N A L I Z A T I O N

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

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

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

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

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

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

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)?

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

AI2

Prediction: Human roles won’t vanish, even as AI dominates.

Refer back to Brian’s Stitch Fix image/example

“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

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

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

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