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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
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
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
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 [email protected]
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
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Tuesday June 11th
