webinar deck: building customer relationships in an omni-channel world
DESCRIPTION
“Building Customer Relationships in an Omni-Channel World” Connecting the dots in an omni-channel world is a challenge that makes it difficult for brands to form meaningful relationships with their customers. A lack of visibility across channels results in broken customer journeys which undermine efforts to cultivate exceptional brand loyalty. In this webinar we will discuss how to connect the dots so you can focus on optimizing for people, rather than channels. This webinar will cover: -Creating robust customer profiles through first party data -Managing the balance between demographic and real-time data -Acting on customer insights -Measuring the impact of a personalized customer journey SPEAKERS: Rick Weithas, Director of Product Marketing, Ensighten & Jared Polidoro, VP of Client Services, MaxymiserTRANSCRIPT
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Building Customer Relationships in an Omni-Channel World
Wednesday, July 23, 2014
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Copyright Maxymiser 2014
Rick Weithas@ensighten
Jared Polidoro@maxymiser
Panelists:
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Copyright Maxymiser 2014
Who We Are
Maxymiser is the most powerful solution for optimizing the online
customer experience. You can quickly and easily run the most simple to
most sophisticated campaigns across the entire customer journey.
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Why Ensighten?
Ensighten, the global leader in omni-channel data and tag management is changing the face of digital marketing by transforming the way enterprises collect, own and act on their customer data across every marketing channel and device. The Ensighten platform processes tag requests across 150+ countries, for companies transacting over $1.9 trillion in revenue.
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Challenge: – Currently, optimization is done in single channels. Marketers
aren’t able to coordinate programs across the various channels in the customer journey.
Solution: – Ensighten + Maxymiser deliver a complete customer experience.
– Ensighten enables the marketer to collect and own omni-
channel customer data deliver it immediately to Maxymiser.– Maxymiser leverages that omni-channel insight to personalize
the customer experience.
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Personalizing The Omni-Channel User Experience
Personalization is the use of
Data to deliver a relevant and
engaging experience to a
consumer across Channels andDevices
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Personalization Is A Hot Topic In Our Industry
Personalization was the fastest-growing Top Tech 2014 technology category with a customer base that grew about 68% to 337 Top 1000 merchants.”-Internet Retailer
“Targeting and personalization' is seen by B2C respondents as the top digital-related priority for the year ahead, followed by conversion rate optimization and then social media engagement.”-2014 Digital Trends, Econsultancy and Adobe Brief
A great digital experience is not a ‘nice-to-have’; it’s a ‘make-or-break’ for you business as we more fully enter the digital age.” –Forrester Top Technology Trends for 2014
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What Is Driving Industry Demand for Personalization?
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The Rise of the Omni-Channel Consumer
Multi-Device - Multi-Channel - Multi-Touch. Forrester Calls This The “Age of the Customer”
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Users Experience a Brand Across Many Touch Points
Delivering a Personalized, Relevant, and Consistent Experience Across Touch Points is a Significant Challenge.How Do You Stop Suffering From Marketing Amnesia?
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Enterprise Personalization: Data and Technology Challenge Enterprise Data
MissingInaccurateNot integratedNot ownedNot built around usersNot available for action
Enterprise TechnologyUnder IT controlHard to enrich w/ dataLimited integration
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Solving For Enterprise Scale Personalization
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New Capabilities Required For Omni-Channel Personalization
Collect - Data Layer –Collect All Data (Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party + Privacy)
Identity Layer – Build, Sync and Stitch User Profiles
Decision Layer – Rules, Segments, Scores, Models
Action Layer –Real-Time & 1:1 Any Use Case/Channel
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1. Collect Data Across Any Device or Touchpoint
Collect - Data Layer –Collect All Data (Online/Offsite/Offline)
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KeywordCampaign IDPromo Code
URL Parameters
Browser TypeOperating SystemScreen ResolutionDevice Type
User Agent/Browser
Page NameSite SectionPage/Content Type
Page DOM/HTML
SKUProduct EditionBoxshotCategory
Product/SKU
Order priceOrder quantityDiscount CodeTotal Cart Amount
Cart
Customer IDPurchase historyCampaign history
CRM/Offline
Data Layer
Cookies
New/ReturnVisit NumberTime on SitePathing
Offsite/3rd Party
DemopgrahicsAd historySocial GraphIn-Market details
Data Layer: Collect & Unify All Your Digital Data
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2. Integrate the Data To Maximize Ownership & Privacy
Collect - Data Layer –Collect All Data (Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party + Privacy)
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Enterprise Personalization Requires Data Ownership + Privacy Control
Privacy: Enterprise personalization requires managing and enforcing privacy controls at a 1:1 user level including all data and technology
Data Ownership: Enterprises need to own all their data to enhance data integration, reduce costs, and enhance data actionability across channels
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3. Create and Stitch Profiles in Real-Time Across Devices
Collect - Data Layer –Collect All Data (Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party + Privacy)
Identity Layer – Build, Sync and Stitch User Profiles
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Personalization Is About Moving to 1:1 View Of Your Users
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Personalization Requires Building Omni-Channel User Profiles
DisplayEmailSocial3rd party
CRMDatamartCall CenterFinancialAdvisors
WebsiteMobile SiteMobile App
User Profil
e
Offsite
Onsite
Offline
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You Also Need a Way to Stitch Together a Single View Of Your Users
Display Mobile Mobile Website Login
UUID: S13u$7@
Email Website Form
UUID: x7d90@76
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Merge Profiles to Gain a 360 View of the User Experience
Display
Mobile
Mobile
Display
Display Email Websi
te Login
UUID: x7d90@76
Apply Business Rules on When to Merge Profiles
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4. Enrich Profiles With Real-Time Analytics & Calculations
Collect - Data Layer –Collect All Data (Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party + Privacy)
Identity Layer – Build, Sync and Stitch User Profiles
Decision Layer – Rules, Segments, Scores, Models
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Convert Raw Data Into Real-Time Actionable Insights
Profile SegmentsPropensity to Buy: HighNext Best Action: X-SellCustomer Segment: LoyalUser Profile: Affluent SaverProduct Affinity: CD & SavingsEngagement Score: 71Test Cell: 7xD9
Profile DataUUID: x7d90@76Visit Number: 7Most Recent Visit: 3/27/2014Device Type: iOSBrowser: Mozilla 22.0Geo-location: AustinCustomer Date: 8/2/2011
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5. Deploy In Real-Time Across Any Tag or Technology
Collect - Data Layer –Collect All Data (Online/Offsite/Offline)
Integration Layer – Own & Unify (1st Party + Privacy)
Identity Layer – Build, Sync and Stitch User Profiles
Decision Layer – Rules, Segments, Scores, Models
Action Layer –Real-Time & 1:1 Any Use Case
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Ensighten to Maxymiser Integration
Direct integration Build and schedule data importsCreate Profile merge rules
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This Is Where Ensighten Is Going With Our Platform…
Collect -
Mobile
Manage
Privacy
Tag Delivery Network
Omni-Channel Personalization Platform
ActivatePulseOne
Data Layer
Integration Layer
Identity Layer
Decision Layer
Action Layer
Collect, Own, and Act On All Your DataBuild Your Own Data & Technology Stack
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Copyright Maxymiser 2014
Building a customer relationship
• You don’t get to know someone in a day• Collect data over time to create an
accurate picture of your customers and their preferences
• Use that data to create relevant experiences
• Test multiple versions of personalization to understand the positive or negative impact of the experience
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Copyright Maxymiser 2014
Use Case 1: Traveling from device to device
Searched: Hawaiian Vacation Packages
Device Type: Tablet
Trip Details: 2 Adults & 3 Children2 Week Stay
Traveler Type: Leisure
Lifestyle: Family
Rewards Member: No
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Copyright Maxymiser 2014
Use Case 1: Traveling from device to device
30
+3%
-4%
+8%
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Copyright Maxymiser 2014
Use Case 2: Browsing vs. Buying
Browsing History:
• Device = Laptop• View Recommendations = Yes• Used Search Bar = No• Add to Cart = No• Checkout = Yes
• Device Type = Mobile• Viewed Recommendations = No• Used Search Bar = Yes• Add to Cart = No• Checkout = No
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Copyright Maxymiser 2014
Use Case 2: Browsing vs. Buying
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Copyright Maxymiser 2014
Use Case 2: Browsing vs. Buying
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Copyright Maxymiser 2014
Recap
• Take your time and get to know your customers
• Use what you have learned to build a more personal experience
• Test and test again! You must understand if your efforts to personalize are working
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Copyright Maxymiser 2014
Questions?