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Consumer Marketing 2018
Brendan Witcher
The Personalization Imperative: Making the Move To Individualization
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What is the
value of a
shopping cart?
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Each time a consumer is exposed to an
improved digital experience,
their expectations for all digital experiences
are reset to a new higher level.
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“I am unlikely to return
to a website that does
not provide a
satisfactory customer
experience.”
61%
Base: 4,513 US online adults (ages 18 and older);
Source: Forrester’s North American Consumer Technographics® Customer Life Cycle Survey 2, 2015
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“We need to be customer obsessed…
2014
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Convenient Simple Easy
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“We want…”
is a very different statement than
“Our customers want…”
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Organizations are a long way from using data to build better experiences
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“Without data, you’re just another
person with an opinion.”
– W. Edwards Deming
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Think for a moment about how
many parts of your business are
being run by opinions.
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“We need to be customer obsessed…
…which requires us to be data-led!”
2018
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Source: Source: Forrester's Q2 ‘16 Global eBusiness And Channel Strategy Professional Online Survey
89% of today’s digital pros are
prioritizing investments for
personalizing the customer
experience.
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Other Products
Me
Product
Next
Product/Service
To Buy
Personalization has historically been driven by segmentation
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Single data points are often used in an attempt to personalize the customer journey
Me
XSingle data point
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Organizations too quickly check the box on delivering “personal” experiences
Digital leaders must
prepare for the next
evolution of
personalization,
which will rely more
on individualization
rather than
segmentation.
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The more you understand each customer, the more effective engagements will be.
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Today’s digitally-savvy customers expect brands to understand them.
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What does it mean to have a true 360 degree view of the customer?
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Profile Sentiment
Affinity
Behaviors
Attitudes
Content
Context
Identity
Accounts/IDs
Tech
ownership/use
Demographics
Preferences
Disposition
Memberships/
networks
Affiliations
Feedback
Ratings/opinions
Interactions
Transactions
Marketing
responses
Testing responses
Time/location
Environment
Situation
Journey/activity
Social media
Applications
Files
Public records
Do you have a 360 view of customers?
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Customers must receive value in exchange for their personal information
Value Data
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A solid individualization strategy is built upon key technology investments that have
four unique characteristics.
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1. Customers are identified and treated asindividualsusing rich customer profiles.
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2. Customer data is assessed in real-time
and dynamically calculates intent.
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3.Personalized content is delivered equally across every screen and channel.
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4. Connected technologies enable far
richer and more relevant engagements.
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Not a revolution . . . but rather an evolution
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Move up the personalization pyramid
Forrester’s Report “Personalization Vendor Landscape, Q4 2017”
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Can you give me an example?
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Wells Fargo
uses transaction history to customize screen layout for each customer
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Dulux App Helps Customers
"Shop” Online Before Buying
Offline
Using mobile/tablet,
customer selects color they
would like to test
Using the camera, customer
touches areas to “paint”
App shows local stores where
product can be purchased
Duluxwins customer loyalty as a B2B by providing value and buying confidence
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NeimanMarcus
utilizes omnichannel engagement to personalize experiences
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True & Co.
learns from every returned item to fine tune each customer’s individual store
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Hudson Bay
captures personal info in exchange for value without being creepy
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What should I be doing today?
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Steps For Evolving To Individualization
Consolidate internal/external customer data.
Identify digital gaps in the customer journey.
Design touchpoints to use/collect data.
Think “enterprise” for a personalization strategy.
Solve pain points before surprising/delighting.
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• Culture
• Organization
• Technology
• Metrics
Individualization done right doesn’t look like personalization…
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Individualization done right doesn’t look like personalization…
…it just looks like a great experience.
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Meet the panel
Katherine MonasebianGeneral Manager, Brand & Digital Strategy, E-Commerce & Growth, ALEX AND ANI
Rob SchmultsFormer SVP, eCommerce and CRM, Talbots
Margaret Tuschinski Director of Digital Product Management, Personalization, USAA
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Thank youBrendan Witcher
+1.617.613.6315
For further reference
Evolve Now To
Personalization 2.0:
Individualization
Brendan Witcher