Webinar Deck: How Multi-Channel Data Drives Multi-Channel Personalization

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%

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Agenda

› So why personalize now?

› The current state of personalization

› Tag management benefits personalization

› Recommendations

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So Why Personalize Now?

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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.

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The Current State Of Personalization

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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

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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

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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

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The Challenge Of Delighting Customers

Across Channels

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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%

Email

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.

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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

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Tag Management Approaches Enable

Multi-Channel Personalization

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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

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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

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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

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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.

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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)

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Recommendations

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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

Thank you James McCormick

jmccormick@forrester.com

@JFMcCormick

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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