Lorcan Malone · 2019-09-24 · Currently delivering NBA and personalisation driving conversion...

Lorcan Malone Chief Executive

Deconstructing Personalisation

Dave FlanaganCEO & Co-Founder

Boxever

Ruadhan BarryDirector Business Solutions

Boxever

Q&A

Masterclass SeriesDeconstructing personalisationMay 2nd @ The Iveagh Garden Hotel @ 8:30am

Housekeeping• Emergency exits

• We’ll share the slides, so no need to take photos

• We’re broadcasting on Youtube & replays will be available for AI members

• Thank you

Today’s Presenters

Dave O’FlanaganCEO & Co-founder

Ruadhán BarryDirector of Business Solutions

Boxever is a personalisation platform that uses data and AI to make every

customer interaction smarter.

2011Founded

Industries

16Countries served

Significant investors

Office locations

Investment to date

Dublin | London | Madrid

Polaris PartnersFrontline VenturesSilicon Valley Bank

Partners

$30mRecognised by

Boxever named in the top ten most powerful examples of AI in use today, alongside Google, Apple, Tesla, Netflix and Amazon

“ Boxever recognised as a Niche Player in Gartner’s 2018 Magic Quadrant for Personalisation Engines“

Retail BankingTravelInsurance

GamingTelecomsUtilities

A bit about us...

AccentureCognizantDeloitte

AdobeSalesforceOracle

Currently delivering NBA and personalisation driving conversion uplifts in revenue and improvement in CX across 6 channels.

Boxever connects all marketing and service channels, incl. Sitecore, Oracle MC, Mobile, Salesforce Service Cloud, Navitaire CRM

Increase NPS ROI in 4 weeks X-Sell Revenue

50% 100% X7

“Boxever acts as our centralised brain for personalisation and decisioning” - Cathryn Arnold, Head of Digital, Jetstar Airways

Why BOXEVER?

1. Customer Data Management

Connect and activate the visitor and customer data required for omnichannel personalisation.

Use data, analytics and AI to deliver tailored ‘in the moment’ customer experiences.

Scale 1:1 customer experiences across any channel, any device and any moment.

2. Centralised Decisioning

3. Omnichannel Orchestration

Exploit 1st party data focused on real people not cookies & segments

Innovate, iterate and scale Next Best Actions using Rules, Models & AI

Activate personalisation strategies in real-time to improve Revenue and CX

BOXEVER Personalisation Platform

Personalisation: 101

CAPABILITY

Lifecycle and RFM segments

Static content & offersto targeted individuals based on historical behaviours & realtime context

Dynamic content & offersto targeted individuals based on historical and real time behaviours plus current business context

VALU

E

Omni-channel 1:1 with dynamic content & offers that map onto the end-to-end customer journey

Static content & offersto targeted segments basedon historic behaviours

MicroSegmentation

RealtimeMultichannel

Targeting

One-to-one Next Best

Action

LifecycleSegmentation

One-to-oneOmnichannel

Web

Email

Email

WebEmail

WebEmail

Media

WebEmail

Media App

Media

App

Agent

Other

Media

Personalisation maturity curve

Standard 3% CAGR

Challengers 10% CAGR

Leaders 17% CAGR

CAPABILITY

Lifecycle and RFM segments

Static content & offersto targeted individuals based on historical behaviours & realtime context

Dynamic content & offersto targeted individuals based on historical and real time behaviours plus current business context

VALU

E

Omni-channel 1:1 with dynamic content & offers that map onto the end-to-end customer journey

Static content & offersto targeted segments basedon historic behaviours

MicroSegmentation

RealtimeMultichannel

Targeting

One-to-one Next Best

Action

LifecycleSegmentation

One-to-oneOmnichannel

Web

Email

Email

WebEmail

WebEmail

Media

WebEmail

Media App

Media

App

Agent

Other

Media

Personalisation maturity curve

3

MetricsDefine key metrics and KPIs

that drive the overall program

FrameworkUnderstand how

personalisation works within the context of the customer journey and the channels of

interaction.

SegmentBuild segments to determine

how to treat different customer. Important to have

both slow moving and real-time/contextual

capabilities

TargetTarget customers based on their preferences, segments

channels and current context.

PERSONALISATION WHERE TO START?

1 2 4

Revenue = Visitors x Conversion Rate x Average Order Value

PERSONALISATION IMPACT: METRICS1

Impact on Visitors Revenue = Visitors x Conversion Rate x AOV

REVENUE

€640M

Conversion Rate

4.0%

Conversions

160K

Visitors per month

4.00M

Visitors per month

4.04M

How much would 1% increase in

visitors be worth?

Conversion Rate

4.0%

Conversions

162K

REVENUE€646M + €6.4M

In addition to increased visitor volumes other airlines have seen their Cost Per

Acquisition reduce by 30%+ using Boxever Paid Media and Social recipes

Impact on Conversion Rate Revenue = Visitors x Conversion Rate x AOV

REVENUE

€640MREVENUE

€656M

Conversion Rate

4.0%

Conversions

160K

Visitors per month

4M

Conversions

164K

Conversion Rate

4.1%

+

+

+ €16M

How much would 0.1% lift in conversion rate

be worth?*based on AOV of MX$4000

Impact on Average Order Value Revenue = Visitors x Conversion Rate x AOV

REVENUE

€640MREVENUE

€663M

Conversion Rate

4.0%

Conversions

160K

Visitors per month

4M

Conversions

164K

Conversion Rate

4.0%

+

+

+ €23M

How much would 1% lift in AOV be worth?

*based on AOV of MX$4000 > MX$4040

PERSONALISATION IMPACT: FRAMEWORK2

What is the customer journey? How do they buy and what

channels do they use?

BookInspire Plan Experience ReflectDiscover destinations,

experiences, products...Research on desired

trip requirementsPurchase travel services for trip

Pre-trip, on-trip, return-trip

Share, dream of next trip. Link back to Inspire

Web

App

Contact Centre

Email

Web Push

Adverts

Customer Lifecycle

PERSONALISATION IMPACT: CUSTOMER LIFECYCLE

Who am I selling to? Why are they here?

PERSONALISATION IMPACT: SEGMENT3

PERSONALISATION IMPACT: TARGET4

What use-cases will you deploy?What content / message will resonate?

High Value

Low Complexity

Experience Prioritization

High Value

‣ We always work on High Value, Low Complexity first

Experience Prioritization

Inspire Subscription

Engage Beyond Email

Intelligent Audiences

Lookalikes 1:2:1 Retargeting

Last 5 Searches

Destination Promotions

Invex Redemption

Reminder

Urgency Messaging

VClub Urgency

Messaging

Frequently Added

Ancillaries

Previously Purchased Ancillaries

Promote Critical Routes

Upcoming Orders in

MMB

404 Apology Emails

Ancillary Recommender

Baggage Upsell EmailsSeat Upsell

Emails

Post Booking Tips

Intelligent Cart

Recovery

Destination Promotions

Recent Searches (Call Centre)

Next Best Actions (Call

Centre)VClub Expiry

Reminder Emails

Profile Enhancement

Personalised anniversary week reminder emails

Low Complexity

Decisioning

Flip the conceptI have an offer, who should I give it to?

- Define a thing(s) to talk about

- Define group(s) of people who you think are interested

- Create an channel experience

- Push offer/message out to group(s)

I have a customer, what should I give them?

- Think about your customers and their experience with you

- What parts of that journey could be better?

- Create offers/messages to show them

In practiceEmirates email beforex5 templates

Emirates email afterx1 templates >98% uniqueness rate

Decisioning - fundamentals

Capture & store profile

Use data to make decisions

Send output to customer

Decisioning - multi-layered approach

Decisioning - modelling

Inputs Decision Outputs

Decisioning - modelling

Rules

Input Data Decision

JS

Python

Offers

- Context from Boxever- Data from other systems

PMML

- NBO- NBA

Omni-channel

Beyond “Personalisation”

Closing thoughts

Customer outcomes > AI

Start small & grow

Rules are ok! ML needs oversight

Be pedantic about bias and transparency

1

2

3

4

ATHENA EMRREDSHIFT S3 LAMBDA

DYNAMO

2018

380 Million emails

personalised

3.5 Billion onsite experiences

powered 4 Billion personalized experiences

2.3 Billion profiles managed

278K segments built

21 Billion API requests serviced

200 Terabytes of data processed

Thank youfor joining us today

Contact us at hello@boxever.com

Download our decisioning guidehttp://boxever.com/decisioning-guide

Fellowship & Industry Awards by the Analytics Institute

Westin Hotel June 21st 2019

About the Awards

• Recognition of Industry Champions

• For Members, by Our Members

• Showcasing Industry Standards

• Targeted at Member Organisations

• Industry Representative Judging Panel for Shortlist

• Community Only Voting

• www.fiawards.ie

Analytics Summit 2019 Future & Innovation

November 27th 2019

About the Summit

• Convention Centre Dublin

• Estimated 600 – 800 individuals attending

• Keynote Speakers from Global Analytics Industry

• Purpose to Put the Spotlight on Industry

• Targeted PR & Social Media Campaign

Upcoming Events

Cognitive TechnologyThursday May 23rd

Digital IntelligenceAI Priorities Report

Tuesday June 11th