Serving Customer Insights Professionals
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James McCormickSenior Analyst@JFMcCormick
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Welcome To The Age Of The Customer
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Backward looking
Siloed customer insights
Poor customer experience
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Traditional Analytics
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We need to be cleverer with
analytics and data
And use it to:
Scale the delivery of customer
experiences
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Digital Intelligence
The Analytics Foundation For Optimizing Customer Experience
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measurement and execution
What Is Digital Intelligence?
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Six Signs You Are Digitally IntelligentCustomer centric
Data agnostic
Actionable
Intelligent
Right Time
Distributed
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Digital
Intelligence
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2. Ownership Structure1. Technical Approach
3. Measurement & KPIs
4. Optimized
Experiences
Four Strategic Building Blocks Of Digital Intelligence
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The Digital Intelligence Architecture
Is delivered by
multiple technologies
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Intelligence Is Embedded In The Business
Source: “The Forrester Wave™: Online Testing Platforms, Q1 2013” client reference survey
Base: 122 respondents who use an online testing platform
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Ownership Models Vary
Source: July 11, 2014 , “Organize For Digital Intelligence” Forrester report.
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Understand Business And Customer First
Source: July 19, 2012, “Adapting Measurement For Digital Intelligence” Forrester report
…then measure what's important
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Multiple Techniques Optimize Experiences
Optimized
Experiences
Segmentation
AB & Multivariate
Testing
Algorithmic Based
TargetingRules Based
Targeting
Recommendations
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Digital Intelligence Is Gaining Traction
Source: “Measure Your Digital Intelligence Maturity” Forrester report
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The Road To Digital Intelligence
Stage 1
Stage 2
Stage 3
Stage 4
Planning
Developing
Competence
Mastery
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The Future Of Digital Intelligence Practices
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› Context based engagement• Context delivers micro segmentation• Cross device context optimization
› Continuous optimization• Continuous segment discovery• Automated experience creation• Dynamic targeting based on changing user
preferences• Conversation optimization
Future Of Digital Intelligence Practice
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Leverage Big Data
Source: April 2014 “The Power Of Customer Context”
To Build A Contextual Marketing Engine
To drive continuous engagement
A Digital and Technology Consultancy
Measuring with Intent – Be Actionable
• Know your business objectives
• Identify the critical few KPIs to measure success
• Have a plan to act on the data coming out of your measurement plan to optimize the customer experience -- Don’t just report for reporting’s sake
• Start with a plan that identifies key systems that capture information and identify any system gaps that may exist.
• Next, be mindful of integration points from system to system (CRM, web, commerce etc.)
A Digital and Technology Consultancy
Right-time Analytics
• Old data is old news - Having information available when it is still relevant is key to optimizing experiences
• Determine upfront what information is needed, when its needed and who needs to access it
• Self Service Tools are driving richer experiences for end users.
Thank youJames McCormick
Senior Analyst
@JFMcCormick
www.rbaconsulting.com
@rbaconsulting