dynamics day 2016 - digital transformation getting personal
TRANSCRIPT
Digital Transformation – Getting Personal
Kevin Miller - EmpiredGuy Riddle - Empired
What we will cover today
• What is Personalisation?• Why would you use it?• How to I get started?
• What is Digital Transformation really?
• Engaging with our customers• The Reality of Today
What is Digital Transformation?
Implementation of technology and investment into new business models
to effectively engage customers, reshaping their customer value propositions
at every touchpoint for competitive differentiation.
Not a Large Investment in IT
We must understand our customers more than ever before.
Digital victims?
“The way brands communicate with
their customers has fundamentally changed” D i g i t a l D o n u t 2 0 1 6
StaffSuppliers Customers
Operational Interaction Communication
The Reality Today
Digital Marketin
g
ERPCRM
Digital Commerce
Web Content
Management
Traditional – ‘disconnected’ platforms
Digital Marketing
ERPCRM
Digital Commerce
Web Content
Management
Your Platform
Integrated Platform
WHAT IS PERSONALISATION?
WHAT IS PERSONALISATION?
“Delivering the right message to the right
person at the right time across the ever growing channels and devices”
D i g i t a l D o n u t 2 0 1 6
Context is King
74%
of consumers get frustrated when content has nothing to do with their interests. Econsu l tancy 2015
This is Personalisation
Guy’s Netflix
Kevin’s Netflix
How?
Collate information to provide context, drive conversions.
Information to Improve Context
TimeLocation
Profile Recent Activity History
Weather
What to Consider
Firms on a Journey to Create Personalised Experiences
68%
Delivering Personalised Experiences a
Priority
Lack the Technology to Personalise
Misaligned on their
Personalisation Strategy
52%
33%
Technology
Digital Marketin
g
ERPCRMDynamics 365
Digital Commerc
e
Web Content
Management
Your Platfor
m
Technology Enabling Your Strategy
I-want-to-Go
An Example Customer Journey
Strategy
Strategy• Link personalisation
with business outcomes• Define KPI’s to target and
measure• Design the experience to
achieve desired outcomes• Break down silos
• Build a cross functional team
• Technology platform• Not one piece of
technology• Agile Marketing
• Continuous improvement
Digital & Personalisation Strategy
UX & CX Design
Ecommerce
Creative
Interface Developmen
t
EnterpriseContent
Management
Mobile Apps
Web Developme
nt
Integration
Data & Analytics
How we can help?
• Understand your customer• Deliver the right message to the
right person, at the right time• Connect personalisation with
business outcomes• Enabling, technology platform
Summary