How to Achieve Omnichannel Personalisation

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How to Achieve Omnichannel Personalisation!Simon Taylor Managing Director, Sales Engineering EMEA - Tealium Tim Sumner Senior Pre-Sales Consultant - Certona

© 2015 Tealium Inc. All rights reserved. | 2 adidas

Agenda! !  Best practises in Tag Management - How to streamline data collection for

enhanced personalisation !  Improving deployment timeframes for integrating Certona !  Personalisation best-practice strategies !  Shared experiences in managing omni-channel individualisation !  Identifying key metrics for reporting on demand generation

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About Tealium! !  Founded 2008 !  600 Plus Customers 200 in EMEA !  330 plus employees and growing !  Market Leader In The Enterprise Tag/Data Management Space !  Only Truly Technology Agnostic Vendor Playing In This Space !  Offices in US, UK, Germany, France, Spain, Japan & Australia !  Growing At Over 100% Year On Year !  Well Funded By Proven VC’s Including Battery Ventures and Tanaya Capitol etc.

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of the same marketers say without integrated data, they cannot effectively manage the customer journey 80%

https://econsultancy.com/reports/the-roi-of-tag-management 4

53% of marketers say that resource constraints slow or stop data integration programs

The Holy Grail of Digital Marketing!

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Actionable Real-Time Data

Flawless Cross-Device Experiences

Omnichannel Delivery

Unified Marketing

Complete Data Ownership


http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/

Marketing Technology Stack!

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4 Weeks to Deploy a Tag

+2,000 MARKETING

TECHNOLOGIES

8 Hours in a Work

Day


Without Tealium - Chaos!

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Experience Layer

Application Layer

No Data Layer = CHAOS


With Tealium – Comes Order!

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Unification, Security, Control, Privacy, Enrichment & Ownership

Experience Layer

Application Layer

Data Layer = Order

© 2015 Tealium Inc. All rights reserved. | 8 adidas 8

With Tag Management!A few lines of code are added to each page. Anyone in your organisation can manage all your tags from a simple and centralised web interface. Now tags load from the cloud and only load when needed.

Without Tag Management!Each tag must be hand coded into each page of the site. Adding new tags and removing old tags can be resource intensive and tags can slow your site down.


Define—Your one true definition of data across all your digital assets and customer interactions

Control—Your ability to standardize and control data distribution to vendors Enrich—Your ability to enrich data to include visitor attributes and insights across technology platforms

The Data Layer is Core to The Holy Grail!

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850+ Turnkey vendor

integrations in our marketplace

Small Sample of Our Technology Partner Ecosystem

Omnivendor Platform!

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Source: www.ghostery.com

Global - Enterprise Tag Management Adoption!


So, Build Your Own Marketing Cloud™!

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Advertising - Advertising - Advertising Advertising

- - - - - Affiliate Marketing

Analytics Analytics - Analytics Analytics Analytics

A/B Testing - - - - A/B Testing

- - - - - CERTONA

- - CRM CRM CRM CRM

Email Marketing Email Marketing Email Marketing Email Marketing - Email Marketing

- MA MA MA MA MA

- - - - - Automation

- - - - - Retargeting

Social - Social - - Social

Tealium iQ & AudienceStream

1000s of best-of-breed

point solutions


Visitor EnrichmentOmnichannel

SegmentationReal-timeAPIs

EventStore EventDB AudienceDB

TMTealium iQData Layer

Creation andUnification

Tag Management 750+Tags Supported

Experience Layer

Data Layer

Application Layer

Tealium AudienceStreamTM

Tealium

Plugging Into the Tealium Platform!

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Omnichannel and !Cross-device !


AudienceStream Dynamic Personalization The result is a personalized customer journey across all of your engagement channels.

Traditional Action!Traditional segmentation is rigid and places people in simplistic groups. Simplistic grouping leads to clumsy marketing interactions.

Email!

CRM!

Display ad!

Content!

Live chat!

Mobile!

Group 1! Group 2! Group 3 !

Generic!Email!

Generic!Display ad!

Generic!Content!


Fragmented Profiles ! Cross-device Profiles !


Cross Device Stitching!

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1. Visit a website on my tablet 2. Search for a “shirt” 3. Share the “shirt” link with my laptop 4. Click on link from my laptop 5. Purchase the shirt 6. Open the emailed receipt on my phone


Traditional Data Supply Chain!

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1 2 3 4 5 6 Customer

Interactions Technology

Vendors Visitor /

Customer Data Data Preparation Storage BI / Mining

Live visitorinteraction withdynamic content

and hardcoded tags

Application layer fueled by 1000+Martech vendors

Data reclamationprocess pulling

together data from dozens of vendors

Data processingto insert into

data warehouse

Enterprise datawarehouse

Analytics,prediction, andsegmentation

Custom interaction or personalization services

! " #

$

Slow 24hrs (min)

Omnichanneland

Multidevice


Modern Data Supply Chain!

1 2 3 4 5 6 Customer

Interactions Technology

Vendors Visitor /

Customer Data Data Preparation Storage BI / Mining

Live visitorinteraction withdynamic contentand unified dataand governance

Application layer fueled by 1000+Martech vendors

Live actionabledata provided via

APIs, tags, or feeds

Data processingto insert into

data warehouse

Enterprise datawarehouse

Analytics,prediction, andsegmentation

Custom interaction or personalization services

! " #

$

FAST < 1 sec 5 min

Omnichanneland

Multidevice

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Unified Marketing is Not a Myth

Established Experience

$4.2B Client Revenue

in 2014

in Real-Time Generating

11 YEARS

in Marketplace

Personalized Experiences served per month

BILLION 30

50 Countries*

500+ eCommerce*Sites*

Across

CUSTOMER ENGAGEMENT OBJECTIVES

Certona’s proprietary real-time predictive analytics engine is a 100% cloud-based SaaS solution that captures, analyzes, recommends and delivers relevant content for brands.

Personalized Experience Management Platform

1:1 REAL-TIME TARGETING

CHANNELS ASSETS

Certona® Predictive Cloud™

The Customer Journey Who Am I?

Meet Jill Female Mid 30’s Lives in London Works in London Sophisticated & Fashionable, into Health and Fitness. Training for her first amateur tennis tournament. She sees one of her friends posting a Lacoste tennis top that would be perfect!

It’s 6:30 am.

Jill sits down for breakfast.

She pulls out her laptop and searches for Lacoste RolandGarros Collection.

She’s directed to the www.lacoste.com/gb/sport/what's-new/roland-garros/Home Page.

New Visitor Home Page View •  Promote hero shot message and personalization

strategy with dynamic titling •  Personalized Landing Page from GoogleAd Results

The customer Journey What am I doing now?

Browse Product Pages •  She clicks on the TECHNICAL STRETCH JERSEY

LACOSTE SPORT PLEATED TENNIS SKIRT, places it in her cart

•  She pulls up the TECHNICAL JERSEY LACOSTE SPORT TANK TOP TENNIS DRESS TOP recommendation.

•  She creates an account to save the Skirt in her cart and the recommendation, logs off and heads to work

The Customer Journey What Am I Looking At?

Jill Searches tennis.

It’s lunchtime the following day

Jill heads to the café with her tablet.

She logs in to lacoste.com but even if she didn’t log in it wouldn’t matter and continues shopping on Lacoste..

The Customer Journey What Have I Done In The Past?

Returning Visitor Home Page View •  Engage with a targeted hero shot and message

based on previous browse activity •  Mix personalization strategies such as:

–  geo-targeting –  past browse activity

Jill returns browses, looking at tennis clothes, along with other matching tops and outfits before going back to work.

You might like these.…

It’s the end of the work day, Jill walks to her favourite coffee shop, grabs a latte and checks email on her mobile phone.

She reads a remarketing email sent from Lacoste.

PLUS YOU MIGHT LIKE

FREE SHIPPING? TAKE ONE OF THESE

Remarketing Email•  Re-engage with a cart abandonment email•  Drive conversion with a free shipping offer/reminder•  Include dynamically delivered recommendations that

are based on current browse activity and if applicable, bridge the free shipping gap

The Customer Journey What Else Might Interest Me? Jill views recommendations, adds a couple of items to her cart and finds another pair of tennis trainers that interest her

Facebook/ Doubleclick – Retargetting with Tealium

Jill finishes her coffee and walks over to the park.

She receives an email on her mobile phone.

The Customer Journey What Should I do Next? Drive Action •  Use geo-fencing to send alerts when customers are

in the vicinity of a brick and mortar store location •  Send a targeted offer, based on personalized profile

and most current activity •  Make it easy for them to locate the nearest store

Jill uses the store locater and finds a Lacoste Store location just a few blocks away.

Jill decides to go to the store.

Jill is now searching for that perfect tennis outfit. She can’t find it in the store, so she seeks out a sales associate who has a tablet and can help her access items which are not available in the store, but can be purchased and shipped directly to her home.

The Customer Journey Help Me Find What I Want

The sales associate searches for tennis outfits with Jill.

Enhance the In-store Experience •  They discover the perfect second skirt, that she puts

along with all of the items in Jill’s cart •  After reviewing all the items in her cart, Jill shows

the sales associate the offer she received on her phone

•  Jill buys her items

A week later she receives a thank you email from Lacoste.

The Customer Journey Keep Them Coming Back Create Customer Loyalty •  Re-engage with a show of appreciation, including:

–  A special offer based on purchase history and most recent browse activity

–  Personalized recommendations pulling in context from her most recent browse activity

Recently Viewed

Recommendation Demand Report

•  Purpose: Quickly see how an application or a group of applications (region) is doing at a glance

•  Audience: Those who want a high level performance snapshot (Upper management)

Experience Comparison Report

•  Purpose: Compare the effectiveness of specific strategies in an experience.

•  Audience: Analysts and those who want to optimize the priority of strategies within their respective experiences

What else can Certona do?

•  Product Finder

What else can Certona do?

•  Type-Ahead

Summary

!  Best practises in Tag Management - How to streamline data collection for enhanced personalisation

!  Improving deployment timeframes for integrating Certona !  Personalisation best-practice strategies !  Shared experiences in managing omni-channel individualisation !  Identifying key metrics for reporting on demand generation

Breakfast @ Café Royal

Questions for today…

Active Life

Driven by customer profile data.

Use history to determine what brands to promote.

Home Page

Powered by: Customer Data Business Objectives Merchandising rules

Optimize for performance

Ability to target and test delivery of creative assets

Recommendations

Creative

Offers

Categories

Brands

Product Pages

Driven by the customer profile and relevant to what the customer is looking at.

Target by segment, optimized for customer

Utilize geographic location and weather.

Encourage product discovery by promoting items more likely to convert.

Flexible designs for every touchpoint

Offers

Contextual Messaging

Recommendations

Recommendations

Responsive

Target by segment (price, offer)


Recommend products as they add items to cart.

By recommending products to meet shipping thresholds.

Recommendations

QuickView

Incentivize Purchases

Offers

Shopping Cart

Personalized Marketing Emails

From previous purchases



Relatable Appealing

•  Provide opportunities for regular engagement

•  Educate on events and new product availability

•  Maximize revenue •  Reduce inventory

Brands

Offers

Creative

Recommendations

Personalized Transactional Emails

•  Take advantage of this highly-viewed email by adding real-time profile based recommendations

•  Associate offers with Like online-content

Encourage follow-up purchases and re-engagement.


Offers

Recommendations

Personalized Remarketing Emails

Remind customers of products they’ve expressed interest in.

Increase the chances of a return visit and purchase.

Make it easy to complete purchases.

•  Re-engage customers and recover lost sales

•  Maintain engagement, offer alternatives

•  Triggers: browse and cart abandonment and replenishment

•  Flexible timing for sending data to ESP, as well as the period of time after abandonment has occurred.

Incentivize

Recover sales

Recommendations

Mobile & Tablet

Target by segment (price, offer)


Driven by customer profile data.

Use history to determine what brands to promote.

Ability to target and test delivery of creative assets

Offers

Brands

Creative

Recommendations

Categories