Cloud 4 Marketing...Cloud 4 Marketing How data are changing the current and future marketing scenario: Deloitte, Google and Salesforce approach 17TH DECEMBER 2020 60 % 30 X 200 % Increase

Cloud 4 MarketingHow data are changing the current and future marketing scenario: Deloitte, Google and Salesforce approach

1 7 T H D E C E M B E R 2 0 2 0

2 | Copyright © 2020 Deloitte Development LLC. All rights reserved.

Today’s agendaWelcome

C4M: how data enable marketing campaignsDeloitte Use cases presentation

Privacy in a cookieless world

Q&A

Elisa AndreattaDigital Marketing Lead @ Deloitte Digital

09:00

09:10

09.50

10:05

Matteo GrimoldiSF Marketing Automation Lead @ Deloitte Digital

Giovanni FaccioliPartner @ Deloitte Analytics

Isotta EnriciHead of Advertisers Google Marketing

Platform Italy@ Google

Andrea BuffoniRegional Vice President

@ Salesforce

Gianluca LoparcoDeloitte Digital Co-Lead


Who we are


At Deloitte Digital we connect creativity with technology for business, bringing empathy, ideas and experiences into all that we do.

Together across the breadth of our organization we make an impact that matters to our clients and society.

Guided by our aspiration to

elevate the human experienceand shape offerings around moments in real lives...

We

imagine, deliver, and run the future, joining the parts of our diverse business to better connect our clients with the potential in theirs...

To build brands off strong relationships, make good on growth, and create

sustainable business futures.


Customer Strategy & Applied DesignDiscovers and designs The Human Experience, and figures out the moments in the experience, that translate into the transformation journey, made up of innovative offerings that companies put into the market to make rapid impact.

Advertising, Marketing and CommerceElevates the Human Experience by creating impactful moments across customer experience journeys. Helps brands acquire, engage and retain customers leveraging insights-driven strategies for lifetime customer value.

Digital CustomerBrings The Human Experience to life by delivering all the touchpoints needed to make moments happen. We wire up the whole business around each and every moment for greater value than ever before.

W H O W E A R E

We combine...


W H O W E A R E

We are Google’s global service partner of the year

+1200

+110

+220

+200

+700

+40

Global experts

GCP certified

FTEs trained

Global experts

GMP certified

Local IT experts

GoogleThe most powerful

solutions come when the gap

between invention and impact is

narrowed

DeloitteLeveraging leading technologies, we help clients create ads that get noticed, tailored to company’s goals

DeloitteWe help clients drive real business outcome from Google Cloud technologies

Google Cloud

Google Marketing Platform

GoogleGCP uses Google’s analytical engine to help generate insights from increasing volume and ever more complex data

Google GMP helps marketers and advertisers to deliver data-driven personalized content


Meet our Google clients

We have helped some of the

worlds largest brands

overcome their Digital

Marketing and Data Analytical

challengers, backed with our

strong partnership and

knowledge of the Google

marketing and cloud stack.

G O O G L E C L O U D P L AT F O R M

G O O G L E M A R K E T I N G P L AT F O R M

W H O W E A R E


Our partnership with SalesforcePROJECTS & PRESENCE

1.000+ Successful SalesforceImplementation Globally

30 Countries

9.7/10OUR CUSTOMER SATISFACTION LEVEL

DeloitteDigital

CERTIFIED COMPETENCES & SOLUTIONS

11.000+ Certifications Globally

840+ Certificationsin Italy

7 TechnicalArchitects

#1 In FullforceSolutions

AWARDS & RECOGNITIONS

Source: Measured and published on Salesforce website

2019 Top Global Systems Integrator Award

2019 Global leader in CRM and Customer Experience Services for 5th year, GARTNER 2019

2019 Salesforce Partner Innovation Award for Sales Cloud, FCR Media Belgium

2018 Salesforce Partner Innovation Award, Sony Crackle

2018 Salesforce Partner Innovation Award, Arcelik A.S.

2016 Salesforce Partner Innovation Award

2016 Service Cloud Trailblazer Award

W H O W E A R E


What benefits would you get today?W H Y W E A R E H E R E

Current mkt challenges The inability to analyse and stitch data together is marketing’s biggest challenge

78% of CMO say the most critical skill gap in their organisation is data science

Companies goalsIn order to face current challenges, data-driven marketing requires a change in mindset toward individualized customer experiences.

Experiences need to be so relevant, timely, and precisely calibrated that the traditional marketing funnel model becomes obsolete

How to win in the arenaDeloitte’s expertise across the MarTech ecosystem, combined with Google’s and Salesforce’s extensive capabilities, enable us to deploy all the MarTechcapabilities required to deliver the future of marketing: • enrich your customer

data• create new audiences• enhance acquisition

and engagement campaigns

Real use casesto leverage on

We've done it at Benetton and Bper by connecting online and offline data to create a unique model able to enhance campaigns.

Scalable data activation lead to improvements in ROI.

Build a 1st party data strategy • Have a strong measurement

where all data are tracked and connected based on behaviour and not on cookies

• Be predictive and be agile • Companies can collect and

unified customer data by having the trust from their customers (explain, be transparent, honor ownership)


Cloud 4 Marketing:How data enable

marketing campaigns


96%of Fortune 100 C-Suite

members see their Marketing & PR teams as ‘Unwilling or unable’

to prove ROI90%

of all data has been created in the last

two years

7kNumber of different

marketing technology vendors**

1trillionconnected

devices predicted by 2030***

5kNumber of

advertisements consumers are exposed

to each day

-6%Marketing

budgets fell by 6% in 2019*

84%of ads are not remembered or attributed

*Gartner Annual CMO Spend Survey 2020 **Chiefmartec.com ***Deloitte TMT Predictions Ehrenberg-Bass Institute’s ’40/40′ research Industry estimate IBM Proof 2018

+

++

+++

#

H O W D A T A E N A B L E M A R K E T I N G C A M P A I G N S

Marketing today is tough


We asked CMOs what the most critical skill gaps were in their organisation*

78% said data science

68% said analytics

Collecting customer data• Do you understand the privacy regulations (i.e. GDPR) that

make it difficult to stay in compliance / avoid fines?• 60%-73% of data within an enterprise goes unused for

analytics. How much of your data is unused?**

Technology fragmentation• Are you choosing the right tech and channels to gather

the right customer insights?

Ownership of customer data• Who owns your customer data? • Are critical functions in-house?

Actionable insights• Can data be accessed and analysed in a timely manner to

drive ROI?• Is data being infused in all parts of your organisation?

*The evolution of marketing organisations, Deloitte, January 2020 **Forrester

The inability to analyse and stitch data together is marketing’s biggest challenge



And after Covid-19 companies accelerated the shift to a human digital-first strategy

ACCORDING TO ITALIAN CMOs, DIGITAL-FIRST EXPERIENCES ARE DRIVING THE ‘NEW NORMALITY’

CMOs that decided to switch the media budget from

offline activities(Events, Press, OOH)

to the Online Advertising

More than 50% of CMOs stated that re-thinking the experience in favor of a digital-first strategy is their top priority. Moreover, +45% of responders are already improving their digital properties.

SMART INSIGHTS

On the brand side, we can notice a

scenario that is shaping the ‘New

Normality’ by following a digital-first

approach. What are the implication

of this? We can link some

takeaways:

• This important shift brings CMOs

to look at digital-oriented

performance metrics (CPC, CTR,

CR etc.)

• Marketing strategy need to be

more holistic than ever

• Continuous performance

optimization takes the place

among top priorities

Changing channel budgets

OnlineAdv

Social & Influencer

EmailMtkg

Trade Marketing

TV Radio & Web-radio

OOH

13% 15% 17% 28% 35% 50% 54% 66% 67% 82%36% 46% 54%

58% 53%41% 40% 30% 29% 13%

51% 39% 29% 14% 12% 9% 7% 4% 4% 5%

0%

50%

100%

Expected budget increaseExpected stable budget Expected budget reduction

PR Press Events

Online investments are growing fast and getting closer to the

global average

CMO Survey 2020, Italy, Deloitte Digital

«Performance Marketing will become the heart of the CMO activities of the future»Sales & Marketing Director – Consumer Products



In order to face your current challenges, data-driven marketing requires a change in mindset toward individualized customer experiences that are so relevant, timely, and precisely calibrated that the traditional marketing funnel model becomes obsolete

Google Marketing Platform (GMP) helps track

80%+of Fortune 500 digital marketing

Google accounts for average of

60%of a company’s digital marketing spend

Cloud for Marketing

Leader in smart analytics as a service

Solutions designed to meet marketers’ needs

Google’s machine learning expertise

Google Cloud

Best security Fully automated operations

Openness: hybrid and multi-cloud

for digital marketing (search, display, and video)

largest data source

It is the

Why do GMP and GCP matter?H O W D A T A E N A B L E M A R K E T I N G C A M P A I G N S


GMP Engagement Packages aligned to customer maturity


“How can I align my people, process, and platforms to

deliver on my advertising and business goals?”

“How do I maximize the technology I already use?”

“How can I clean and organize my first

party and marketing data to make it more

joinable and usable?”

“How can I activate my first party data

to increase the efficiency and

effectiveness of my campaigns?”

“How can I predict my marketing outcomes?”

AdTech In-Housing

GMP SystemIntegration

Marketing Data Governance

Marketing Data

Activation

Marketing Applied ML

1 2 3 4 5GMP

Solution

What problems are we solving?

Nascentcampaign based execution mainly using external data and direct buys with limited link to sales

Emergingsome use of owned data in automated buying with single-channel optimization and testing

Connecteddata integrated and activated across channels with demonstrated link to ROI or sales proxies

Multi-momentdynamic execution optimized toward single-customer business outcomes across channels

Customer Maturity


Understand how to use Cloud 4 Marketing within GMPWe can help creating an advanced data architecture using Cloud Marketing applications for activation within Google Marketing Platform


We then deploy GCP-based data architecture including an instance of BigQuery, and connect it

to Data Studio & Analytics 360

How do you start?

Implement

Lastly, we lead organizational alignment

within your firm and channel change

management efforts

How do you run day to day?

Operate

Secondly, we design a unified data architecture together with activation packages for your future

projects

Where do you want to be?

Design

First, we start evaluating the current state of your

data architecture

What are you doing now?

Assess


What’s the value-added to your organization?H O W D A T A E N A B L E M A R K E T I N G C A M P A I G N S

+ Increased efficiencies with speed to market

+ Enabled cross organization reporting

+ Activate first party data for advertising strategy

+ Increased effectiveness with better data

Scalable data activation can lead to

improvementsin ROI


Together, we can deliver all MarTech capabilitiesDeloitte’s expertise across the MarTech ecosystem, combined with Google’s extensive capabilities, enable us to deploy all the MarTech capabilities required to deliver the future of marketing, elevate the human experience and better connect the customer with the business

EXPERIENCE MANAGEMENT

AUTOMATION, DECISIONING & CAMPAIGN EXECUTION

AD EXECUTION

MarTech Capability Framework

ANALYTICS & TAGGING

REAL-TIME ENGAGEMENT

ACCOUNT & CAMPAIGN MANAGEMENT

CUSTOMER MANAGEMENT

CUSTOMER & CAMPAIGN INSIGHT

App Store TrackingSite Tagging Digital

Analytics

AI-enhanced Content

Content & Asset Management

Test, Target & Personalise

Real-time Notifications

Outbound Messaging

Next Best Action DMP

Demand-side Platform

Affiliate Management

Marketing Orchestration Pricing & Offers Account

Management

Social Engagement &

Sales

Real-time Sentiment & Feedback

CRM / ServiceProspect Management

Customer Data Platform AttributionReporting

Enabled by Google

Creative



And we bring it to life, accelerating growth

EXPERIENCE MANAGEMENT

AI-enhanced Content

AUTOMATION, DECISIONING & CAMPAIGN EXECUTION

Test, Target & Personalise

Real-time Notifications

Outbound Messaging

Next Best Action

SERVICE CHANNELS BROADCAST CHANNELSOUTBOUND CHANNELS

SMS Push Email Social

3RD PARTY CHANNELS

SocialAffiliates Paid Search 3rd Party

Sites

OWNED CHANNELS

MobileDesktop In-productApp

ANALYTICS & TAGGING

App Store Tracking

Site Tagging

Digital Analytics

CUSTOMER & CAMPAIGN INSIGHT

Customer Data Platform

Attribution

Reporting

Insight generation and closed loop marketing enablement

Phone Live Chat App TV Print Screen

REAL-TIME ENGAGEMENT

Social Engagement & Sales

CUSTOMER MANAGEMENT

Customer Relationship Management / Service

AD EXECUTION

Demand-side Platform

DMP

ACCOUNT & CAMPAIGN MANAGEMENT

Marketing Orchestration

Content & Asset Management

Creative

Real-time Sentiment & Feedback

Prospect Management

Affiliate Management

Pricing & Offers

Account Management

Central content production for consistent branding and look

Automated tagging and cropping based on machine-learning

Event, offer and lifecycle message distribution

Direct marketing and messaging

Evaluating customer's past behavior / interests to identify the most effective action

App specific campaign tracking and downloads Data capture

and distribution to analytics and marketing solutions

Behavioural data collection to drive reporting and rich segmentation

Marketing content creation & publishing

Tailored experience decisioning and delivery

Segmentation repository through combination of 1st, 2nd and 3rd party data

Determine how the credit for conversions should be attributed to various campaigns

Social media marketing, advertising, advocacy, monitoring and sales

Enterprise customer feedback management

Core customer master and service solution for storing, maintaining and leveraging customer data

Planning, recording, and reporting of significant moments in the relationship

Demand-side buying for paid media channels (search, social, programmatic display)

3rd party affiliate advertising & traffic source

Central offer definition and creation

Planning & execution of campaigns across channels

Account or segment planning to drive sales or marketing activity.

Enabled by Google

With our knowledge of Google’s technology and those of other martech capabilities, we are able to stitch together the different systems and data that underpin them. We are then uniquely placed to bring this to life for your teams with the right operating model and ways of workings

In-store



KPIs… CX… Sales… and returns

70% Improvement in

email open rates

16% Increase in click through rates

20%Conversion rate

improvement

56%Increase in average

order values

20%Increase in

revenue from additional sales

66% Reduction in

campaign execution turnaround time

Customers who have positive experiences

are**:

15xMore likely to recommend

8xMore likely to

trust

7xMore likely to

purchase

Annual revenue increase per customer

Total returns to shareholders for companies with above average

customer satisfaction scores are up to

400%Higher

than returns from companies with average scores

1.0x

1.3x

1.5x

1.8x

1.9x

2.4x

1-3

4-6

7

8

9

10

Cust

omer

exp

erie

nce

scor

e

…are supercharged

*

+

+

+

*Deloitte experience **Temkin Group Experience Ratings Medallia


When you get it right…

Salesforce+ GCP&GMP


S A L E S F O R C E + G C P & G M P

Introducing Analytics 360 & Salesforce IntegrationsIntroducing Analytics 360 & Salesforce Integrations

Offline events (sales, stages)User attributes, ML-powered metrics and product data

BigQuery

Optimize360

Surveys360

Search Ads 360Display & Video 360

Google Ads

1st party data audiences and events

Reporting Data & Audiences

Data Studio

Google Analytics 360


S A L E S F O R C E + G C P & G M P

How integrations help customer engagementIntroducing Analytics 360 & Salesforce Integrations

Analytics 360 Audience ActivationCRM-powered Analytics Marketing Journey Metrics

Analytics 360 campaign data visible in Marketing Cloud UI

Analytics 360 audiences in Marketing Cloud for activation

within Journey Builder

Sales Cloud data available in Analytics 360 for better insights and

smarter activations

Benetton Case Study


B E N E T T O N C A S E S T U D Y

Our roadmap to enable omni-channel capabilitiesIn the last year we focused on these 3 macro areas:

2 31➢ Allow access to tools and information to

more people. This shifting is supported by the standardization of process & systems throughout different platforms

➢ Creation of «Martech excellence hub» leveraging digital technologies to promote and share digital expertise & analytics across Benetton Group brands & countries

Leverage data driven model

Competence Center

Technology democratization

➢ Spread and share data driven approach across all business functions: digital, advertising, ecommerce, social, customer care, etc..



Our approach to data integrationTogether with Deloitte Digital, Benetton followed a multistep approach to adopt SFMC and to integrate it with GA 360 in order to run pilot campaigns

87

654

321

BUSINESS & TECHNOLOGY ASSESSMENT

CUSTOMER JOURNEY DESIGN

PERSONAS IDENTIFICATION

CHANNEL ACTIVATION

AS IS & TO BE MAPPING

CUSTOMER LIFE CYCLE MAPPING

PRIORITIZATION MATRIX

BUSINESS GOALS IDENTIFICATION

➢ KPI’s monitoring

➢ Omni-channel Data visualization (report & dashboard)

➢ Data insights

Website tagging

ADD ON ENABLERS TO LEVERAGE SF & GA 360 INTEGRATION:

Golden Customer key

Skills enhancement

Import offline data

EXPECTED RESULTS:POWERED BY:



Customer Journey: High Value - Low Freq CustomerCustomer Journey goal: increase purchase frequency of loyal customers

Product recommendationAndrea receives a thank you sms for the last purchase giving him a free shipping promo code to use for next online purchase to complete the look

Website browsingAndrea clicks the sms and start browsing on Benetton website T-SHIRT category to complete the look

In store purchaseAndrea goes to Benetton store close to his studio, tries and buys two T-SHIRTS and receives a special gift

In store walk inAfter 3 days, Andrea receives a newsletter with a selection of products he previously viewed online, inviting him to try these products to the closest Benetton store near his studio offering him a special gift

Andrea

WEB

DEM

SMS

STORE

TRIGGERMAIL

Andrea is an architect that lives in Florence. He usually goes to the

Benetton store close to his studio and recently

he bought new collection item

31 Loyalcustomer

Florence

ADV

Audience that clicked the sms and do not purchased. Show them previously category browsed and store geolocalization

Audience created matching two cluster: who previously purchased new collection in store & “ HIGH VALUE –LOW FREQUENCY” cluster of the previous month



Benetton technical visionSet of actions that has been implemented to orchestrate Big Data, Cloud and Digital Advertising for Benetton

BPER Banca Case Study


BPER Banca marketing evolution roadmapThe aim of BPER Banca is to evolve towards an omnichannel experience, driven by the moments that matter to customers

B P E R C A S E S T U D Y

Optimization of the moments of contact

Communications based on customer attributes

Optimization of 1st party data available to

Marketing

Marketing silos with no offline-online integration, where channels are the drivers campaigns


Technological enablers of the transformationThe supporting target architecture will be delivered in 2021 and leverages the partnership with both Google and Salesforce maximising benefits and accelerating transformation


PHYSICAL CHANNELS

MARKETING CLOUD DIGITAL CHANNELS

Advertising Studio

Mobile Studio Web StudioEmail Studio

Einstein for MarketingSocial Studio

Journey Builder

FINANCIAL SERVICE CLOUDFiliale Contact

CenterConsulenti Finanziari

Automated processes

Channel orchestration

Omnichannel communication

Native integration with CRM

Personalized content

Reporting

Cookie-pool expansion

Mobile

SMS

Internet Banking ATM

Google PlatformsWebsite

Email

Social media



Customer Journey: New Customer – Digital LoanCustomer journey goal: increase awareness on the new digital loans online to the new customers

Download the info

Marco

WEB

DEM

SMS

STORE

TRIGGERMAIL

Marco is a business manager that lives in Milan. He often pays with contactless cards

and completes his purchases online using

mobile apps

43 New Customer

Milan

ADV

Audience created by the cluster “NEW CUSTOMER | Digital Loans” of the previous month

Andrea clicks the link and decides to browse on the digital loans to buy his new car.

After 3 days, Andrea receives a DEM with a selection of options that he had viewed online and inviting him to download the pdf with the complete information.

Browsing digital loans Apply for a loanAfter having seen the full documentation, Andrea decides to reach the bank’s website and apply for the loan he was looking for

Welcome EmailAfter having completed the procedure to create an account, Andrea receives a welcome email by his bank.


Google + Salesforce:Privacy in a cookieless

world

Accelerating recovery by getting privacy right

Why privacy is so important during the pandemic and beyond

What we’re doing at Google to help your business thrive in a changing environment

And how tools like modelling and first-party data can help

Today I’ll discuss

Online tools have been a lifeline in the lockdown Lifeline for

all of us...

Lifeline for everyday businesses...

60%

30X

200%

Increase search interest for online shopping and

how to buy onlineworldwideIncrease in

Google Meet and other video calling

Use of tech has leapt forward 5 yearsin 8 weeks

Increase in internet usage

https://trends.google.com/trends/explore?date=today%205-y&q=%2Fm%2F047m52

https://trends.google.com/trends/explore?date=today%205-y&q=how%20to%20buy%20online

Onlinetools will be the catalyst for the comeback

As more people go online, protecting their privacy is even more critical.

Why is privacy so important now?

Consumers need it

online privacy

Searches for

grew more than 50% YoY from 2019 to 2020

62% of customers expect companies to adapt based on their actions and behaviours.

Salesforce - State of the Connected Consumers 2019

Businessesneed it

80% of customers are concerned or cautious about sharing their data online.

BCG - Leveraging GDPR to become a trusted Data Steward 2018

Businessesneed it

Value ExchangeData stewardship and transparency

Trust and permission to use data

Advertisers Consumers

How can Googlehelp?

Proprietary + Confidential

Regulatory Changes

Regulations such as GDPR and CCPA are impacting how data can

be collected and used

Technology Changes

Increased restrictions are impacting traditional data collection (e.g. third party cookies and device identifiers)

Privacy: what is happening?

Phase 1

Strong measurement

Proprietary + ConfidentialProprietary + Confidential

Cookie Settings

Confirm Selection

This is a mock-up: It is neither a best practice nor vetted to conform with GDPR/ePrivacy Directive

If we cannot observe that data, we assist to a

drop in measured conversions

Attribution

Bidding

Cookies passed or not passed

Advertiser consent banner on website Less conversion data to

feed downstream systems

Less confidence in bidding and optimization

€ € € € €€ € € € €€ € € € €

Regulatory Changes

Technology Changes

MeasurementWhy?


Leverage on multiple technologies

Be Ready toadapt

Increased modeling

MeasurementNo silver bullet

Allow measuring conversions with cookies set on your domains (1P cookies)

via One Google Tag.

MeasurementBrowser changes

Benefit for you:Reduce reliance on third-party cookies by having a first-party tagging strategy that enables increased visibility across browsers and buying door

platforms.

Adjust Google tags behaviour based on user consent choices

via Consent Mode.

MeasurementRegulatory changes

Benefit for you:Enable Google’s dataset and modeling infrastructure

to fill gaps in conversion observability so that you can still effectively measure

and rely on accurate KPIs.

Beta

Choose responsible, durable measurement for your analytics across Web and App,

while meeting user expectations for privacy via GA4

MeasurementFuture proof tagging

Benefit for you:Future-proof measurement to better understand the customer journey so

you can deliver better experiences and drive business outcomes.

Phase 2

Invest in 1P Data &Modelling


User-consented data is

your new asset

Break down the silos Build on what you

already have

1P & ModellingThe momentum

Do More with Less

Leverage 1P data relationships with Customer Match

Benefit for you:Remarketing your most valuable users cross-device, across some of the

web’s most powerful platforms (Search, Shopping, YouTube, Gmail & Display)

respecting their privacy choices.

1P & Modelling1P Data Activation

Exchange hashed conversion data with Google Ads

via Enhanced conversions

Benefit for you:

Recover conversions not observed today due to industry limiting factors

and potential to reach statistical significance faster through inclusion of

additional conversions (eg App via API)

Alpha

1P & ModellingEnhanced Measurement

Build for a privacy-centric infrastructure to empower data analysis and activation

with Ads Data Hub

Benefit for you:

Your data and Google data in one privacy-centric environment to

supercharge your analysis and activation leveraging on future-proof

measurement.

1P & Modelling1P Data infrastructure

Break down your data siloes, make predictions and activate the insights

with Google Marketing Platform and Google Cloud (aka C4M)

Benefit for you:

Privacy-first, customised solutions to consolidate your known customer

data and learn from it for better marketing outcomes.

1P & Modelling1P Data infrastructure

To sum up

Be Privacy first

Be 1P Data-driven

Be Agile Be Predictive

Thankyou

Data, Marketing & The Cookieless FutureAndrea BuffoniRegional Vice PresidentSalesforce Marketing Cloud

[email protected]

Digital Engagement Has Crossed a Threshold

61%of customers expect to spend more time online after the pandemic than they did before

●2019

●2021

●Offline interactions●Online interactions

●42%

●60%

●58%

●40%

●Customers Estimated Split of Online and Offline Interactions With Companies

●43% growthin share of online interactions

Customers Are Calling on Companies to Transform Faster

68%of customers say COVID-19 has elevated their expectations of companies’ digital capabilities

Customers Expectation vs Perception

66%of customers expect brands to understand their unique needsand expectations

37%of customers say brands demonstrate empathy

The Crisis of Customer Trust Is Intensifying

52% of customers say they don’t generally trust companies

●A company’s trustworthiness matters more than a year ago

●73% ●2019

●2020●82%

●It’s difficult for a companyto earn my trust

●54%

●61%

Shifting is a Must!

Brand Audience Individual

Focus on Data and Addressable Audiences

● Build up a first party data asset

● Build trust with customers on data usage to gain buy-in

● Identity resolution to resolve unknown and known audiences

● Focus on addressable audiences for omni-channel marketing

● Personalize customer experiences in real time to deliver more meaningful engagement

BAD NEWS - First Party Data Require TrustThe brands that will succeed are those that understand it is the consumer’s data

Explain

Explain how you plan to use personal data and how you

plan to protect it.

Are Transparent

Be transparent about what do with consumer data. You

must show that you are creating value with it in ways that the consumer expects.

Honor Ownership

Brands that allow their customers easy access to

their data—and the ability to control it—build the deepest

consumer trust.

GOOD NEWS - Is full of Accessible Data Out There

Connected TV ID

IoT: Beacons (Location)

IoT: Connected Products

Social Media Handle

Mobile Device ID

2nd Party Data

Web / App Page Views: URL Path, Source, R&F

Product Views: SKU, Size, Colour, R&F

Name

Address

Telephone Number

Purchase History

Customer Service Interactions

Loyalty Card Number

1st Party Cookie

Email Address

Email Campaign Engagement

Digital Ad Engagement

Companies need to collect and unified customer data

Unify & Identify

Segment & Enrich

Manage Consent

Activate

Personalize

Visualize & Understand

Data In / Listen Data Out / Act

Google

Data Feeds / Analytics

Ad Exposure Data

Services / Sales

Social

Email / CRM Data

Site & Mobile App

Site & App

Sales / Services

DSPs

Marketing Cloud

In-store / POS / ATM

Proxy Data

Data Warehouse

Industry Solutions

“Change is the law of life. And those who look onlyto the past or present arecertain to miss the future.”John F. Kennedy

Q&A

This publication contains general information only, and none of the member firms of Deloitte Touche Tohmatsu Limited, its member firms, or their related entities (collective, the “Deloitte Network”) is, by means of this publication, rendering professional advice or services. Before making any decision or taking any action that may affect your business, you should consult a qualified professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication.

As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte USA LLP, Deloitte LLP and their respective subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

Copyright © 2020 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited

Thank You.

Gianluca [email protected]

Giovanni [email protected]

Elisa AndreattaSenior [email protected]

Matteo GrimoldiSenior [email protected]

Documents

Cloud 4 Marketing...Cloud 4 Marketing How data are changing the current and future marketing scenario: Deloitte, Google and Salesforce approach 17TH DECEMBER 2020 60 % 30 X 200 % Increase