Refresh Your Approach to 1:1 Marketing. Elevate the Discussion with Personalization

Refresh your approach to 1:1 Marketing.

Elevate the Discussion with Personalization

Srividya SridharanResearch Director - Customer InsightsForrester

Speakers

Eric TobiasVice President, Predictive & Data AnalyticsSalesforce ExactTarget Marketing Cloud

Agenda• Customer’s New Expectations and How Brands Should React

• 6 main Components of the Customer Journey

• Research and Recommendations for Next Steps in Personalization

• Empowered Customers Disrupt Traditional Marketing

• Personalizing Real-time Interactions Continues To Perplex Marketers

• Prioritize Personalization With Real-time Technology And Automation

• Recommendations

• Q&A

Everyone is using technology in almost every situation these days…

And your consumers are no exception

51% of All Emails Sent are Now Opened and Read on a Mobile

Device. Source: Return Path, 2014

77% of consumers research products via their smartphone.Source: Google - “Our Mobile Planet” Report, 2014

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&docid=dNKkcjYmitxtWM&tbnid=_ty4tRfupyD3pM:&ved=0CAgQjRw&url=http://www.pcworld.com/article/241995/apple_success_is_also_google_gain_as_mobile_advertising_balloons.html&ei=o2BEU8-AHOS2yAGj34CIBQ&psig=AFQjCNEegSi-8UvLXeLWIHUA1imMw9CDLw&ust=1397076515552693

If your customers are always present,

Are you present with them?

Customersexpect to be at the center of your world,

and you need to put them there.

Data collection

Data Analysis

Personalization

Real-Time Marketing

Customers expect to be at the center of your world.

…and you need to put them there

What ties this all together?

It’s All About the Journey!

The journey of a thousand miles begins with a single step.

− Lao-Tzu

Awareness

Consideration

Purchase

Engagement

Retention

Advocacy

The customer journey is comprised of a thousand moments.

© 2014 Forrester Research, Inc. Reproduction Prohibited 24

Agenda

› Empowered Customers Disrupt Traditional Marketing

› Personalizing Real-time Interactions Continues To Perplex Marketers

› Prioritize Personalization With Real-time Technology And Automation

› Recommendations


Agenda




› Recommendations

A 20-year business cycle in which the most successful enterprises will

reinvent themselves to systematically understand and serve increasingly

powerful customers

Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

The age of the customer

A 20-year business cycle in which the most successful enterprises will

reinvent themselves to systematically understand and serve increasingly

powerful customers


In the age of the customer, individuals are always-addressable…


And they create data at every interaction point

Source: July 22, 2013, “Mix Art And Science For Marketing Success” Forrester report


But they reject traditional,

campaign-based marketing.


Marketing as we know it is experiencing a shift.

Source: April 2014 “The Power Of Customer Context” Forrester report


Agenda




› Recommendations

Few marketers prioritize personalization…


…and struggle to meet the expectations of the always-connected customer.


Basic personalization techniques are in place today.

Traditional analytical methods personalize binary, one-dimensional customer behavior...

Source: March 2013 “The Future Of Customer Data Management” Forrester report

PURCHASE & RESPONSE

CONTEXT

Internal Data

…and only partially deliver insights to across the customer lifecycle.

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER


Personalization technologies further confound marketers.


Multiple personalization technologies promise to deliver 1:1 marketing.

Decision management

Trigger marketing

Content

Optimization

Channel

Testing & Targeting

Business Rules

Technology


Automated, real-time personalization technologies lag in adoption.


Agenda




› Recommendations


Deliver right message to the right customer through the right channel at the right time.

Create experiences that are unique to individuals or segments of consumers.

Personalization involves using technology to discern the differences between individuals.

CHANNEL

EXPERIENCE

TECHNOLOGY

Known and unknown attributes of a customer or prospect used in effective targeting.DATA

Prioritize personalization across four components.


Firms plan to increase spending on personalization technologies.

TECHNOLOGY


Customer identification and predictive analytics are essential for personalization.

The ability to automate digital campaigns at scale

The ability to manage customer permissions across various marketing channels

The ability to maintain continuity of experience through disparate customer experiences

The ability to craft intelligent customer journeys that guide experiences

The ability to deliver real-time offers and campaigns across touch points

The ability to stitch customer identities with their preferences, affinities and behaviors across different data sources

The ability to maintain continuity of interactions of customers across touch points, devices and channels

The ability to predict intent of a customer that drives incremental benefit of a particular business outcome

The ability to identify customers across touch points, channels, devices and platforms (i.e., single view of the customer)

5%

7%

7%

7%

11%

11%

12%

15%

24%

4%

9%

10%

14%

9%

12%

17%

12%

12%

7%

9%

17%

12%

12%

12%

8%

13%

11%

5%

14%

13%

13%

11%

11%

12%

9%

12%

15%

12%

6%

7%

13%

10%

12%

16%

9%

1 2 3 4 5

“Please rank the following capabilities that you think are going to have a significant impact in how you deliver orchestrated customer experiences across channels and touch points”

Base: 121 North American digital marketing decision-makers

Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget

DATA


Digital marketers heavily rely on behavioral data.

DATA


Source: “Use Customer Analytics To Get Personal” Forrester report

Execute personalization with channel/offer parameters.

CHANNEL


Source: June 2014 “Q&A: The Privacy Personalization Paradox” Forrester report

Mind the gap between cool and creepy.

EXPERIENCE


Use consumer satisfaction data to guide personalization strategy.

EXPERIENCE


Agenda




› Recommendations


Recommendations

› Move beyond ‘best-guess’ personalization to convert ‘browsers’ into ‘buyers’.

› Elevate access to in-motion data.

› Enlist technology to help you automate decisions based on behavioral data.

› Assess customer’s expectations of personalization.

› Balance the privacy personalization paradox.

Taking Personalization to the Next Level

Moving from Segments…

[email protected]

18-35

GENDER

Male

AGE

LAST VISIT

Six months

27

LAST CLICK

Crewneck SweaterBlue itemsItems on sale

AGE

CHANNEL AFFINITY

Visits site weekly via promo emailTypically buys via search

BRIAN

…to Segments of 1

Retail Associate

Financial Services

Travel

We Have Always Personalized the Customer Experience

We Observe Behavior…

And Ask Questions

Brian [email protected] Age 27@BrianSmith001Chicago, IL Facebook Friend & Email Subscriber

Event Collection


Event Collection


Event Collection

Managing the Point of Interaction

Point of Interaction

Creating a Relevant & Individualized Experience

Brian’s Profile

P.I.E.BLACKPANTS

WATERPROOF

BACKPACK

TENT HIKING

MOUNTAINS Predictive Intelligence Engine

Algorithms


Brian’s Profile

P.I.E.BLACKPANTS

WATERPROOF

BACKPACK

TENT HIKING


Algorithms


Brian’s Profile

P.I.E.BLACKPANTS

WATERPROOF

BACKPACK

TENT HIKING


Algorithms

exacttarget.com/refresh-1-to-1-marketing

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