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“How Multi-Channel Data Drives Multi-Channel Personalization” Today, digitally empowered customers have many ways of engaging with brands and are looking for tailored experiences that meet their needs. To compete, companies must now personalize across multiple channels and across all parts of the customer life cycle. Yet many firms do not have the necessary capabilities in place to do so. A commissioned study conducted by Forrester Consulting on behalf of Ensighten found that while 77% of firms apply some form of personalization within digital channels, multi-channel personalization is in its early stages of adoption with only 13% of firms applying extensive personalization across multiple channels using multiple techniques. In this webinar we’ll discuss: • How multi-channel data helps marketers understand and engage their customers • Why digital marketers are prioritizing social media, websites and email channels for personalization and seeking to take a significant step into mobile personalization in 2014 • How to boost extensive personalization across multiple channels • Why it’s important to use personalized engagements across the entirety of the customer life cycle and across all channels SPEAKERS: Boaz Ronkin, Vice President of Product Marketing, Ensighten & James McCormick, Senior Analyst serving Customer Insights Professionals, Forrester Research
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AMA Webcast How Multi-Channel Data Drives Multi-Channel Personalization
SPEAKERS: Boaz Ronkin, Vice President of Product Marketing, Ensighten James McCormick, Senior Analyst serving Customer Insights Professionals, Forrester Research Moderator: Anthony Salas, American Marketing Association
Sponsored by: The audio portion of today’s presentation is available via broadcast audio. You can also dial in to hear audio Participants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389
Today’s speakers
Boaz Ronkin
Vice President of Product Marketing
Ensighten
James McCormick
Senior Analyst serving Customer Insights
Professionals
Forrester Research
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Global Leader in Omni-Channel Data and Tag Management
• Collect User-level Data Everywhere
• Own the Data in Omni-channel Profiles
• Activate Profiles in Real-Time, Everywhere
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Collect User-level Data Everywhere
Industry
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Collect User-level Data Everywhere
Industry Ensighten
YOUR
Company
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Own the Data in Omni-channel Profiles
YOUR
Company YOUR
Company
Industry
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Own the Data in Omni-channel Profiles
Ensighten
YOUR
Company YOUR
Company
Industry
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Own the Data in Omni-channel Profiles
YOUR
Company YOUR
Company
Industry
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Activate Profiles in Real-Time, Everywhere
Industry
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Activate Profiles in Real-Time, Everywhere
Ensighten
YOUR
Company
Industry
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Improve Touch Point Performance
Challenge
• Increase web page speed and responsiveness
• Ensighten Solutions
Ensighten Solution
• Hybrid tagging
• URL prefetching
Benefit
• Improved customer experience and engagement
“We saw reduced page load time by an average of 2.72 seconds.”
Without Ensighten, after 1 sec
With Ensighten, after 1 sec
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VOC Optimization
“We use Ensighten to get closer to our customers and to get control of our data.”
Challenge • Target site surveys • Act on results in real-time
Ensighten Solution • Create omni-channel consumer profiles
using onsite, offsite and offline data • Conditionally load surveys using profiles • Load chat based on survey results
Benefit • Real-time targeting of priority site visitors • Real-time response to VOC
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Real-Time, Omni-Channel Personalization
Challenge • Unify disparate channel data • Render real-time personalization
Ensighten Solution • Omni-channel consumer profiles • Ensighten Data Layer • Flicker-free content swapping
Benefit • Optimized and contextually
relevant digital experiences everywhere
“Ensighten helps us personalize the message by tailoring it to customer needs.”
Making Leaders Successful
Every Day
Webinar: Tag Management Delivers
Multi-Channel Personalization James McCormick, Analyst August 2014
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Survey methodology and demographics Target roles:
• North American marketing decision-makers with CI, eCommerce, website personalization, digital
advertising, CX, or marketing data responsibilities
“Which title best describes your position at
your organization?”
49% 24%
9% 18%
ManagerDirector
Vice presidentC-level executive
“In which country is your organization
headquartered?”
“Which of the following best
describes the industry to which
your company belongs?”
Consumer product goods 20%
Retail 20%
Media and leisure 20%
Travel and hospitality
20%
Financial services and
insurance 20%
United States 87%
Canada 13%
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Agenda
› So why personalize now?
› The current state of personalization
› Tag management benefits personalization
› Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
So Why Personalize Now?
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Personalization Is Important In the Age Of the Customer
Source: Forrester Research, Inc. “Welcome To The Era Of Agile Commerce” July 2013
To compete,
firms must now
personalize
across multiple
channels and
across all parts
the customer
life cycle.
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
The Current State Of Personalization
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Firms strive for cross-channel personalization, but still have a ways to go
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
5%
18%
39%
25%
13%
Dont know
We do no online personalization at all.
We apply some personalization but we use only onetechnique and applying it to only a few channels only.
Our personalization program is somewhat matureusing more than one technique applied to at least 3
digital channels
We apply extensive personalization across multiplechannels and teams applying multiple techniques
“How mature is your digital cross-channel personalization effort? Please select that statement
below that best describes your firm’s current state.”
23% of firms
either don’t know
or don’t apply
any
personalization
Only 13% of
firms apply
extensive
personalization
across multiple
channels
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Marketers prioritize digital channels for personalization in 2014
1% 3% 6% 3% 6% 4% 8% 3% 8% 10% 13% 16% 19%
1% 3% 1% 4% 5% 7%
6% 11% 8% 8%
12% 17% 16%
5% 4% 2% 3% 4% 8% 7% 8%
8% 13%
10%
10% 17%
7% 10% 10% 11% 15% 19% 21% 22% 25% 31% 35% 43% 51%
“What are the top three customer engagement channels do you seek to personalize?”
(Please rank your top three) Overall
Base: 150 North American digital marketing decision-makers, Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Mobile is
young, but
gaining
traction
Rank 1
Rank 2
Rank 3
© 2014 Forrester Research, Inc. Reproduction Prohibited 23
A range of techniques deliver personalization
“Which are the three most effective techniques you use to optimize and/or personalize your
customer experience?” (Select up to three)
Base: 150 North American digital marketing decision-makers Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
6%
15%
3%
16%
19%
26%
31%
33%
33%
I don’t know
We do not optimize or personalize customer experiences
Other
A/B testing
Multivariate testing
Algorithm based behavioral targeting
Rule based behavioral targeting
Mobile optimization
We use a recommendations engine
© 2014 Forrester Research, Inc. Reproduction Prohibited 24
The Challenge Of Delighting Customers
Across Channels
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
Firms currently struggle to link customer data across channels...
Base: 150 North American digital marketing decision-makers
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
38%
35%
32%
29%
28%
27%
27%
24%
23%
22%
19%
18%
15%
Web sites
Point of Sale
Display Advertising
Loyalty programs
Search
Social Media
Call center
CRM
Mobile site
Mobile apps
Affiliate programs
Chat
“What proportion of the visitor data collected within the following channels can be linked to
customer data collected via other channels?”
(50% or more is shown)
The ability to deliver
relevant, personalized
experiences to a
customer as she moves
from one touchpoint to
the next is severely
limited when you are
unable to track her from
one to the other.
© 2014 Forrester Research, Inc. Reproduction Prohibited 26
7%
11%
8%
30%
25%
19%
I don’t know
We don’t use segmentation
We have a different segmentation policy for differenttouchpoints across all of the touchpoints.
We have a different segmentation policy for differenttouchpoints across some of the touchpoints.
We apply a uniform segmentation policy across some ofthe touchpoints.
We apply a uniform segmentation policy across all ofthe touchpoints.
...And cross channel segmentation is a problem
“Which statement below best describes your customer segmentation tactics when analyzing
customer data or using it to personalize customers experiences?”
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
Only 44% of
firms apply
uniform
segmentation
across multiple
touchpoints
If firms don’t have a uniform understanding of their customers, they cannot hope to personalize
an experience in one channel that is relevant to an interaction they had in another
© 2014 Forrester Research, Inc. Reproduction Prohibited 27
Tag Management Approaches Enable
Multi-Channel Personalization
© 2014 Forrester Research, Inc. Reproduction Prohibited 28
Tag management brings customer data together
6%
3%
3%
26%
46%
15%
Don't know
Strongly disagree
Disagree
Neither agree or disagree
Agree
Strongly agree
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
“How much do you agree or disagree with the following statement:
‘We see tags as one method to manage the exchange of data between visitors and digital
marketing vendors to collect onsite visitor data, within a much larger system that also
exchanges offsite and offline data.’”
60% + agree tags are a
method of managing the
exchange of data
© 2014 Forrester Research, Inc. Reproduction Prohibited 29
Tag management helps marketers understand and engage their customers
29%
30%
36%
38%
39%
43%
45%
46%
48%
57%
Reduce IT costs
Standardize data collection across vendors
Improve marketing agility
Increased return on ad spend
Improve mobile tracking
Better ability to integrate data across multiple online channels
Improve analytics quality and tag deployment across largenumber of properties
Increase website performance
Improve quality of analytics implementations
Improve website personalization
“Which of the following benefits has your firm experienced as a result of your tag management system?”
(Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 56 North American digital marketing decision-makers who have implemented a TMS
© 2014 Forrester Research, Inc. Reproduction Prohibited 30
Tag management helps firms own their first party customer data
17%
22%
25%
25%
29%
37%
32%
42%
35%
48%
37%
33%
28%
32%
33%
31%
24%
33%
26%
33%
24%
35%
Syndicate cross-channel data to offsite technologies/vendors
Attribution
Make cross-channel data available for analytics and BI
Activate cross-channel data in real-time or near real-time
Segmentation
Inform personalization
Inform targeting
Collect data from every touch point and device
Integrate data into cross-channel customer profiles
Enable you to have full ownership of your first party data
Data integration
Very important (5)
Important (4)
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten Base: 150 North American digital marketing decision-makers
“Is it important (or will it be) for tag management systems to support or provide core
functionality for the following capabilities?”
72% of
respondents
believed that it
is important that
their TMS helps
enables them
to have full
ownership of
their first party
data
© 2014 Forrester Research, Inc. Reproduction Prohibited 31
Tag management helps firms integrate their customers data
17%
22%
25%
25%
29%
37%
32%
42%
35%
48%
37%
33%
28%
32%
33%
31%
24%
33%
26%
33%
24%
35%
Syndicate cross-channel data to offsite technologies/vendors
Attribution
Make cross-channel data available for analytics and BI
Activate cross-channel data in real-time or near real-time
Segmentation
Inform personalization
Inform targeting
Collect data from every touch point and device
Integrate data into cross-channel customer profiles
Enable you to have full ownership of your first party data
Data integration
Very important (5)
Important (4)
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
“Is it important (or will it be) for tag management systems to support or provide core
functionality for the following capabilities?”
72% of
respondent
s believed
that it is
important
that their
TMS helps
integrate
their
customer
data.
© 2014 Forrester Research, Inc. Reproduction Prohibited 32
Advanced tag management capabilities inform cross-channel personalization
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
3%
9%
14%
21%
37%
39%
We do not use a customer data repository at all
We do not use a customer data repository for segmenting, personalizingor attributing customer interactions
I don’t know
We use a data repository provided by a tag management provider.
We use a data repository provided by a vendor other than a tagmanagement partner
We use our own proprietary technology and data base whensegmenting, personalizing or attributing customer interactions
“Which customer data repository do you use when segmenting, personalizing or attributing
your customer interactions?” (Select all that apply)
© 2014 Forrester Research, Inc. Reproduction Prohibited 33
Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited 34
Synchronize your tag management and personalization programs
› Include tag management within your personalization
roadmap
› Take the opportunity to rationalize personalization
technology and processes
› Start with managing tags and data better, then focus on
distributing data for personalization
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Questions?
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Stay Tuned for the Report!
Today’s attendees will receive a copy of the Forrester Research, Inc. report, Tag Management Delivers Multi-Channel Personalization, discussed during today’s webinar.
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Thank You & Meet Ensighten
www.ensighten.com @ensighten company/ensighten /ensighten
www.linkedin.com/company/ensighten Omni-channel data and tag management
Web
Social
Discuss
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Thank You