#KnowingME

The future state of

Omnichannel Personalization

Milan, 10th

May

YOU’VE PROBABLY HEARD THIS STORY BEFORE…

DELIVER

ONE-TO-ONE

EXPERIENCES

TAILOR YOUR

CUSTOMER’S JOURNEY

ACROSS CHANNELS

INCREASE RESPONSE

RATES, SPEND,

LOYALTY

THE REALITY IS THAT IT’S TRUE…

BUT MOST WHO’VE INVESTED ARE NOT

SEEING THE RETURNS THEY’D HOPED

…LET’S TALK ABOUT WHY, AND

WHAT IT TAKES TO SUCCESSFULLY

PERSONALIZE OMNICHANNEL

EXPERIENCE…

TOO MUCH

CHOICE

From 50,000 products in 100,000 sq. ft.

stores to 10 million products on a 4”

screen

TOO MUCH

CONTENT

Product sites, third-party research, news,

reviews, ratings, blogs…

NOT ENOUGH

TIME

Overscheduled families, always connected…

have abandoned a

business’s website because they were

with too

many choices when trying to make a

decision

THE BURDEN

OF CHOICE

OVERWHELMED

STRATEGICALLY

Personalization is a survival issue

Millennials and other digital natives

expect personalized experiences

from all brands they interact with

DEMOGRAPHICS

REQUIRE IT

COMPANY EFFICIENCY

ISN’T ENOUGH

RE-SETTING CUSTOMER

EXPECTATIONS

Mass-oriented practices adopted for

operational and cost efficiency have

distanced companies from their

customers with one-size-fits-all,

top-down, policy-driven interactions

and experiences

Organizations that have successfully

developed personalized experiences

are raising the bar for companies in

across all industries

WHY COMPANIES ARE STRUGGLING

IMPLEMENTATION CHALLENGESTop 3 challenges to implementing a Personalization Strategy

ORCHESTRATION CHALLENGES

DATA CHALLENGESAvailability and Usability of Data

We don’t have

enough data

33%

We have data, it’s

not useable and we

don’t know how to

use it

35%

We have data, it’s

useable and we don’t

know how to use it

32%Data limitations

Concerns about data privacy

ManagementBuy-in

Not convinced there is a return on effort

Customers consistently recognized across devices

Inconsistent cross-channel messages65%

LEVEL OF SATISFACTION WITH ROIAs reported by retailers

7%

Seeing some early success

Too soon to tell

No formal ROI tracking in place yet

Expensive, but necessary

Very satisfied

RESOURCES/CAPABILITIES DATA

ORGANIZATIONALOther site priorities43%

Human capital / not enough resources67% 30% Dynamically create personalized content47% 11%

UX & design workload27% 16%

Capital34% 24%

To avoid delving in firm must deliver

more-customer-centric interactions that feel like they were

tailored for each customer and consistent in every channels

LAND OF IRRELEVANCE

DYNAMICALLY and uniquely tailoring

communications and experiences to be

CONTEXTUALLY RELEVANT to each

INDIVIDUAL customer and their

seamlessly ACROSS CHANNELS

and the customer journey

THE HIDDEN FUEL

BEHIND EVERY ACTION

INTENTINTENT

PERSONALIZATION IS…

…THINK ABOUT NANDO

TO SIMPLIFY: 4-R PERSONALIZATION MODEL

REMEMBER

Knowing your customer’s

history means not just

knowing what they buy, view

and consume, but also why

they made those decisions.

RECOGNIZE

Identify both known and

unknown customers and

prospects through data from

CRM, DMP, device, social,

and other sources.

RECOMMEND

Reach them with the right

marketing, offer, content,

or product recommendations

for the customer based on their

actions, preferences and interests.

RELEVANCE

Delivering personalization

within the context of the digital

experience based on who they

are, where they are located

and/or what time of the year it is.

DATA-BASED DYNAMIC SEAMLESS UNIQUE IN CONTEXT

Built on actual

information about

individuals

Adapting content to

changing consumer

attributes, behavior,

and context

Unified across

time, location and

touchpoints

Content and

options tailored to

individual’s intent

Appropriate to time,

location, season,

and stage of

customer journey

“Personas” or

archetypes based

on opinions of

branding experts

Addressing customers

by name, but delivering

the same message to

everyone

Disconnected

across channel or

department

Generic “personal”

touches, like

“exclusively for smart

consumers like you”

“Data-blind” events,

such as requests to

review a product

customer returned

PERSONALIZATION IS NOT…

PERSONALIZATION BUZZWORDS

PERSONALIZATION IS

OK… BUT HOW?

14

PERSONALIZE

THE JOURNEY

ENRICH CUSTOMER KNOWLEDGE

ACTIVATE VALUABLE

CUSTOMERSACTIVATE HIGH

VALUE AUDIENCES

A DUAL PERSPECTIVE: BUSINESS AND CONSUMER

From Prospects and Anonymous customers to profiled

and profitable clients

CELEBRATE BRAND IDENTITY

CONVERT

YOUR NEXT BEST CUSTOMER BY

OPTIMIZING YOUR MEDIA

SPENDING…

ACTIVATE HIGH VALUE AUDIENCES1|

ACTIVATE HIGH

VALUABLE AUDIENCE

Steps While navigating on internet, an unknown user reaches

Magazine website and clicks on an advertising of interest.

Data Management Platform identifies users that are relevant

for the brand, and start building the prospect customer base

OBJ: RECOGNIZE VALUABLE AUDIENCES1

2

3

Data Management Platform collects third parties’ data to

optimize the media spending and empowers the lead

generation. These data have some specific characteristics that

make the cookie potentially in target for the Company

OBJ: COLLECT 3rd PARTIES DATA

Data Management Platform exchanges the third parties’ data

with the Demand-Side Platform (DSP). In this way, every time

one of these cookie lands on a website, part of a DSP’s

network, he visualizes a personalized banner

OBJ: PERSONALIZE BANNER ON 3rd PARTIES’ WEBSITE

When clicking on the banner, the unknown user is redirected

to the Company website and decides to register

OBJ: ACTIVATE THE CUSTOMER REGISTRATION ON

THE WEBSITE4

ACHIVE STRATEGIC CUSTOMERS’

INSIGHTS TO ALLOW SMARTER

SEGMENTATION

2|ENRICH CUSTOMER

KNOWLEDGE

ENRICH CUSTOMER

KNOWLEDGE

Steps Based on online navigation and offline data, retrieved from

different sources and channels, the Segmentation Tool allows

to manage an advanced segmentation of the target audience

OBJ: CREATE RELEVANT SEGMENTS WITH DATA

MINING TOOL5

6

7

Customer information are updated simultaneously within CRM

database, where it’s possible to achieve strategic customer

insights

OBJ: CAPTURE CUSTOMER INSIGHTS

Analytics Tool analyzes all segments, retrieved from

Segmentation Tool, and launches ad hoc reports for

discovering meaningful insights

OBJ: ANALYZE CUSTOMER SEGMENTS

DELIVER PERSONALIZED

MULTICHANNEL CAMPAIGNS AT

THE RIGHT TIME ACROSS ALL

TOUCHPOINTS

3|ACTIVATE VALUABLE

CUSTOMER

ACTIVATE VALUABLE

CUSTOMERS

Steps

Analytics tools insights are used in Campaign Tool, in order to

deliver to specific segments consistent marketing campaigns

across different touchpoints, both online and offline

OBJ: BUILD CAMPAIGNS & PERSONALIZED MARKETING

COMMUNICATIONS8

9

The segment is exposed to the Company marketing campaign,

by clicking on the link, Jessica lands on the homepage where

a personalized banner is displayed

OBJ: CREATE TARGETED & PERSONALIZED WEBSITE

EXPERIENCE

MAKE CUSTOMERS LIVE YOUR

LIFESTYLE VALUES

CONSISTENTLY ACROSS ALL

BRAND’S CHANNELS

4|CELEBRATE

BRAND IDENTITY

CELEBRATE BRAND

IDENTITY

Steps

Business User can centrally manage with the CMS tool the in

store experience and can choose and customize the in store

display advertising

OBJ: MANAGE INSTORE DIGITAL SIGNAGE10

11

The user is tracked all along its digital and physical journey

and related information are gathered and collected in a

common place

OBJ: CONTINUOUSLY GROW CUSTOMER DATA

23

TO RECAP: THE #5 ENABLERS FOR

PERSONALIZATION

of the right technologies,

to improve business

outcomes through unified

customer journeys

ORCHESTRATION

1

of each customer /

prospect, with common

metrics and data

governance across

the enterprise

SINGLE VIEW

2

cross-organizational

capabilities and talent

to shift from pockets/

pilots to always-on,

continuously optimized

personalization at scale

OPERATIONALIZE

3

evolves cross-

organizational talent and

culture from being product-

or company-centric to

being obsessed with

customer intent

ORGANIZATION

4

personalized experience

across touchpoints

to deliver consistency

and advance the

customer journey

SEAMLESS

5

THANK YOU!For more information on Accenture Interactive’s

Personalization Services

GIANMARCO LORETI

Digital Strategy Senior Manager

gianmarco.loreti@accenture.com

@giammagram

#KnowingMEThe future state of Omnichannel Personalization