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The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.
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Copyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Relevance, scale & speed
Jason Juma-Ross@ideasoc
A brief history of customer relevance
2Copyright © 2012 Accenture All Rights Reserved.
Rele
vance
+
Traditional Markets Industrialisation
Manufacturing
Supply chain
Mass media
Web
Data & analytics
Prosumer
Relevance
?
Mobile
Effi
ciency
+
Relevance works
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Se-ries1
-10%
10%
30%
50%
70%
90%
50%
66%
79%
52%
17%
31%
18%
Improvement in Conversion Rates
Projects
Pe
rce
nta
ge
Imp
rove
me
nt v
s. B
ase
Net Revenue Improvement
Net Rev. +18%
Orders+7%
-10%
10%
30%
50%
70%
90%
Example Project
NB. Typically, projects are designed to optimise a stage in the online transaction process, such as click through from a promotional microsite into a transactional process. The order or purchase process resulting from improved click throughs can also be measured and net revenue improvements modeled. The results shown are from a series of typical projects in the APAC region executed between 2005-2009.
Business outcomes vary enormously
Sales Service Stuff….
Operator X Average Top Performer
Operator X Average Top Performer
Operator X Average Top Performer
Mobile postpaid sales on-line Mobile postpaid self-service customers Service attach rate
35%
14%
1%3%
22%
55%
12%9%
23%
Web sales capability in place
Web adoption low, SAC/SRCs remain high
Product complexity increasing
Web adoption lowPTS market rapidly evolving
Service attach rates growing
But not fast enough
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Barriers to delivering relevance
• The knowing-doing gap• The technology gap• The culture gap
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What we say… What we do… Unrealised potential
5 segmentsDynamic, granular or one-to-one
segments optimised for outcomes
Personalisation drives better interactions & higher conversion
1
10% on digital(up from HOFA)
Higher overall ROMI and more intelligent allocations
Allocate budget to digital & interactive; less to traditional
2
Mobile app.Design an omni-channel delivery
around customer touch-pointsBuilding a multi-channel
customer experience3
Facebook pageExplore social for content creation, service, sales , &
engagement
We’re engaging with the userin social media channels
4
Unstructured data pilotReengineer legacy data strategy
from the ground upBig data is a core plank in our
customer strategy5
BI & reporting teamReal-time optimisation integrated
to business processInvesting in our analytics &
data-driven marketing6
The knowing-doing gap
The technology (& scalability) gapOur customers demand a more granular and continuous content and functionality development cycle than is possible in the current paradigm
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Re
leva
nce
+
Unit Delivery Cost +
Complexity Dimensions
5 Product categories
27 Brands
6 Regions
3 Channels
5 Cust. Segments
New Paradigm
Platform based, componentised dev., flexible architecture with analytics linking content, usage, and value
Current Paradigm
Monolithic web development & digital supply chain. Analytics used primarily for reporting purposes
Current
1 Treatment
5 Treatments
1,350
2,430
12,150 Treatments
810
Lagging
STATIC ‘ONE-SIZE FITS ALL’ WEB SITES
SYSTEMATIC, SCIENTIFIC OPTIMISATION
Search Social Display
Personalisation(HTML)
Applications, transactional, and service platforms
Intelligence Driven(Analytics)
Leading
Core Systems(Aligned)
Foundational Components
Web Skin (HTML Layer)
Analytics (Reporting)
Search Social Display
Emerging
AGILE, INTELLIGENT DELIVERY
CustomerData Cloud
Intelligent Adaptation
Componentised
Architecture
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The culture gap
Internal barriers• Internal siloes• Management misalignment• Last-century legal structures
External barriers• Privacy expectations
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Companies no longer track-ing my website activity
Companies presenting me relevant offers
0 10 20 30 40 50 60 70
36
64
39
61
34
66
Which is more important to you?
UK USA Total
August 2012, n = 2,000 UK & USA online respondents. Accenture Research
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INTELLIGENT DIGITAL PLATFORM
Common Services
Survey
FAQ
Help
Contact Us
Portal, Presentation & AccessTemplate
Management Internationalization Accessibility
Site LayoutValidation Services Session-State Management
Architecture ServicesMediation Security Infrastructure Exception Handling
ServicesAudit Logging
Services Caching Services Data Access Services
ChannelsWeb Mobile Kiosk Gaming
External Services
ProfileReverse IP Lookup
Census
Loyalty
Viewpoints
Submit Code
Commerce
Buy it Now
Customer ProfileRegistration
Profile
Account
Profile DataIntegration
Advanced Profiling
Social Media
Wiki Chat
Blog Ratings / Review
Social NetworkIntegration Viral Marketing
Referrals
Consumer Data Services
Product Catalog
Specifications
Ratings / Reviews
Schema
Catalog Management
SyndicationNon-Advertising Site Advertising
Commerce
Order Management
Order Capture
Payment
3rd Party Commerce Integration
MarketingCampaign
Management Trigger Marketing Lead Management Email Marketing
Content
CDN
Digital Optimization LayerProfile Enzgine ADO Rendering Rules Intelligent Meta-Data Website Plug-in
Reporting Advanced Profiling Email Plug-in Search Plug-in Mobile Plug-in
Syndication Plug-in
Display Advertising Plug-in
AnalyticsCampaign Analytics Email Analytics Search Analytics Offline Attribution
Analytics Video Analytics
Integrated Digital Analytics MMM Integration Shopping Analytics Web Analytics Display Advertising
Optimization Analytics
AdvertisingDisplay Advertising
Management
Mobile Advertising
Paid Search Management
Search
Basic
Advanced
Faceted
Content ManagementWeb Workflow Aggregation Corporate Dictionary
Meta-dataManagement
Translation Campaign Asset Management
LocalizationAuthoring Publishing
Product Guides
Life Tools
Marketing DashboardDigital Exp Dashboard Cross Channel Publishing Center
NB: for illustrative purposes only
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Customer Segments
Customer Interface
PresentationTier
Business Tier
Data & Analytics
Content & Services TemplatesActions > > >
Security & Standards
High level solution design for intelligent digital
① Put the customer at the centre of design
② Use analytics to continuously optimise for business and customer outcomes
③ Deliver a tiered, secure, architecture capable of adapting and scaling to changing needs
④ Surface the right, device-appropriate content for each user
⑤ Utilise native or third party 'widgets' as components driving the user experience
⑥ Deploy complementary assets to drive integrated customer communications
⑦ Monitor site integrity and optimise for search, social and mobile customers
⑧ Deploy experienced on-site teams to design and manage design and delivery
⑨ Leverage efficiencies of an offshore, virtualisation, & cloud services
⑩ Adopt an 80/20 approach to innovation
Ten essential ‘how to’ components
Broadcast Paradigm
1960 1980
Demog. Segment
Simple Offer
Single Channel
Uniform Campaign
Hindsight based business
PopulationDem
and
Pro
file Campaign
Intent Paradigm
2000 2020
Intent Segments
MultipleOffers
LocalMobileSocialSearch
WebeDM/DM
IPTV, etc
Fragmented Channels
Campaign Relevance
Relevance, scale, & speedB
undl
e
PopulationDem
and
Pro
file
Campaigns
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Relevance = business de-averaged
