personalising customer experiences through analytics
TRANSCRIPT
Personalising Customer Experiences Through Analytics
Paul Fennemore
Digital Marketing Consultant, Sitecore
@paulfennemore Paul [email protected]
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Consumers see brands as a composite whole!
Pet hates from consumers:
• Brands don’t listen•Market irrelevant products• Contact through channels not asked to• Offers products just bought or refused
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1. Increase market penetration with particular geographies/segments/products
2. Increase customer retention/renewals3. Rapidly introduce new products4. Improve operational efficiencies: agility and cost
optimisation
Primary corporate
objectives
The
situationPESTEL
Market AuditSWOT
PLANDigital
Transformation
Marcoms practicesCustomer Experience
Technology
People
Process
Segments
Personas
Visitor Journe
ys
Rules based engine
Experience
Management
Personalised
Engagement Plans
DynamicPersonalisa
tion
Single Customer View
Analytics
Insight
A/B Testing
MV Testing
Simplified
Editing
Goals and Engagem
ent Values
Unified Platfor
m
CampaignManagem
ent
Social Conne
ct
Mobile
Intelligent
Website
eCommerce
Web-to-
Open API
Databases
AttributionOptimisatio
nPerformanc
e
Omni-Channel
Primary
marcoms goals
#Customer
acquisition
#Self-service levels
=optimise costs
#Launch product Z
to segment
xxx
#Upsell &
cross-sell
# Engagemen
t levels =retention
#Increase
BrandAwarene
ss
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Single View of the Customer
Marketing’s Central Platform
Experience Database
In the MomentProfile Data
Data HistoryConnections
Website visits
Campaigns
Goals
Onsite Actions
Channels
Profiling
CollectData
Insight
Dynamic Personalisation Decision Journey Educate-Trust Buy-Use Share
Social
CRM
ERP
eCommerce
Data Intel
ConnectData
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££
£££
£
££
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Planning
•Ownership•Business case•Customer centric•Organisational•Policy•Resources/skills•Quick wins
Data
• Value: right data
• Consolidate• Operations• Clean:
matching• Analysis• Machine
learning• Access• Flexible
system
Technology
• Integrated• Omi-channel• Unified
platform• Reporting• Testing• Personalisation
Making it work
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Objectives Relevancy
Engagement
Enablement
Measurements
Increase in self service
Increase in usage
Servicing cost efficiencies
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Relevancy
Engagement
Enablement
Measurements
Increase in self service
Increase in usage
Servicing cost efficiencies
Achieving relevancy, engagement and enablement
• Use the data
• Clear matrix of segmentation
• Behavioural + profile based
personalisation
Behavioural personalisation
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Outcomes
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Business case objectives
As at Oct 2010
As at June 2013
Increase self-service transactions as a percentage of all fund enquiries and transactions
15% 58%
Increase website visits per annum
2.5 million pa 6.2 million pa
Online help and advice interactions
9,000 per month
27,654 per month
% members joining online 30% 42%
% employers joining online 42% 98%
Personalising Customer Experiences Through Analytics
Paul Fennemore
Digital Marketing Consultant, Sitecore
@paulfennemore Paul [email protected]