Embed Size (px)
DESCRIPTION
For those companies looking to improve personalization, success depends upon both technology and technique. Enterprise personalization done well will be a key differentiator in this age of the consumer, but given the overwhelming volumes of digital data flowing into your organization, it is not easy. Learn the three key ingredients needed to drive personalization and ultimately increase customer engagement. This presentation was given by Susan Connors, Quaero's EVP of Consumer Solutions, at NEDMA's 2014 Marketing Technology Summit.
Citation preview
Up Close and Personal
Technology’s Impact on Enterprise Personalization
November 5, 2014
Why Enterprise Personalization is Important
Key Ingredients
Centralization and Collection
Segmentation
Orchestration
Profile and Preference Management
Real Life Examples
What We’ll Talk About
90% of marketers report being “confident” or “very confident” in their personalization strategy.
96% of all consumers say they receive mis-targeted information
71% of US consumers have received offers that “clearly show marketers do not know who I am”
Proprietary & ConfidentialQuaero 4
Creating a Personal Connection
Model for Success
Source: People Data Management white paper, presented by Krux.
Offline first party (all
proprietary data)
Brand Surveys
Sales Leads
Call Center logs
Purchase/transaction
history
Sweepstakes
Third party data
Online data – cookies,
clicks, page views,
downloads, etc.
Integrate offline data with online
Centralization of Data
Seek first to
understand…
Value exchange
Personalization &
customization
Discounts, exclusive
content access, status
Painless registration
& log-in
Registration & Log-In
Supplement with Strong Registration
Define Audience
Segments
› Demographic
profile
› Share of customer
base
› Products/services
recently purchased
› Preferred media
› Website content
consumption
Find Look-a-likes
Develop Personas
Know Your Customers
Create Customer SegmentsKnow Your Customers
Acquisition Growth RetentionAdvocacy & Evangelism
Revenue% of
Revenue# of Customers % of Customers Avg. Lifetime Value Avg. Tenure
Get Organized
Proprietary & ConfidentialQuaero, a CSG Solution 9
Best Customers
Overview Highest LTV Highest
Opportunity
Segment Goal Growth
Segment Approach Upsell/Cross-Sell
Considerations Offer Preference
Program Themes
Offers Calls to Action MessagingContact
Strategy Rules
Next likely to purchase
Basket expansion
Abandon cart
Offers should be aligned with previous offer responsiveness
Focused on exploring different products and driving repeat purchasing trips
Messaging tonality should personalized, targeted & appreciative
High Frequency
No more than # communications
# per week
# per month
Inclusion
Did not open previous email
Clicked through, did not buy
Exclusion
Purchased within last x weeks
Opted-Out
10Quaero, a CSG Solution Proprietary & Confidential
So Many Choices
Adobe leads the Pack
You Need Technology
11
Cross-channelexecution
Real-timeinteraction
management
Operationalreporting
Visual campaignorchestration
Integratedcustomer profile
Targetedsegmentation
12Quaero, a CSG Solution Proprietary & Confidential
Multi-Dimensional
Multi-Level
Multi-Channel
Preference Management
Preference Center
Vehicle
SubscribeEmail Unsubscribe
SubscribeDirect Mail Unsubscribe
SubscribeMobile Unsubscribe
SubscribeNewsletter Unsubscribe
SubscribeProduct News Unsubscribe
SubscribeSurveys Unsubscribe
SubscribeBrand A Unsubscribe
SubscribeBrand B Unsubscribe
SubscribeBrand C Unsubscribe
Types
Brand
Save my Settings
Protect and Honor
Personalization improves click-through rates by 14% and conversion rates by 10% -- you want the Waggle Dance!
Richard Wolffe, VP and Executive Editor, MSNBC
Personalization = Customer Experience
http://bit.ly/ScreenWars
Digital Audience Management
About Quaero
15
Our Belief…To deliver truly personalized experiences and monetize your customers, you must first understand who they are, where they are, and what they love.
Proprietary & ConfidentialQuaero
Any Questions?
