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EXPERIENCE ARCHITECTURE – THE FOUNDATION FOR FUTURE CUSTOMER ENGAGEMENTVANESSA KEARNEY, SENIOR BUSINESS MANAGER
RICHARD CLOGG, SENIOR CONSULTANT – TECHNOLOGY AND INTEGRATION SERVICES
27 NOVEMBER 2017
WANTEDNESS
1. Don’t tell me what you think ……………….. tell me what I tell you I want 2. Delight me with the experience – shift in thinking from loyal
customers to loyal brands : Shift from predefined data segments to customer selected brand association
3. Tap into the customer emotion
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1 GET TO KNOW ME 2 DELIVER FOR ME 3 KEEP WINNING ME
• Next best message/content• Next best offer
• Personalised videos• Playing past behaviour back to Consumers for a more
emotional reaction
UNDERSTAND ME, INSPIRE ME, UNDERSTAND ME, REFRESH ME
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1 GET TO KNOW ME 2 DELIVER FOR ME 3 KEEP WINNING ME
NEW CHANNELS AND NEW PERSPECTIVES ON TRADITIONAL ONES
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PERSONAL DATA ‘FIREWALL’
IN-BROWSER PUSH EMAIL – FROM PUSH TO PULL
MARKET DRIVERS TO CONSIDER WHEN FUTURE PROOFING YOUR CRM STRATEGY
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CLOUD & DATATARGETING & MEASUREMENT LEGAL TECHNOLOGY
Privacy
FraudAudience-based Targeting
MomentMarketing
Viewability
Cross-channelMeasurement
ELEVEN KEY TRENDS TO CONSIDER
CRM & Technology Landscape
Skills and Capability
Infrastructure as a Service
Big DataInsights
Internet of Things & Big Data Converge
APPROACH
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ACTIVATE EVOLVE
DEPLOY FAST AND OPTIMISE
1. ACTIVATE 2. OPERATE 3. EVOLVE
CONTENTPERSONALISATION
Medium i.e CRM, Web or email
Segmentation and targeting
Insights and measurement -content
PERSONALISEDJOURNEY
Targeted content
i.e.: Email to web site/ app
Insights and measurement -journey
CLOSED LOOP CUSTOMER EXPERIENCE
Behavioural personalisation
Retargeting based on engagement
Cross channel personalisation
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
ADVERTISING EVOLUTION
MASS MESSAGING
1440
Printing Press
BROADCAST
19411920
TVRadio
20041995 1998 2005
DIGITAL / SOCIAL / SEARCH
Display VideoSearch Social
MOBILE & DATA
2006 2007 2014
Infra-structure
Smart-phone
Apps & Browser
2017
Walled Gardens
10
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
NEW PRESSURE
NEW PRESSURE
NEW PARTICIPANTS
ADVERTISING MARGINS – THE DATA ADVANTAGE
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($5.00)
($0.75)
($2.00)
($0.75)
($0.25)($0.25)
$1.00 cpm
Advertising Agency Ad Network Data Provider Ad Exchange Ad Serving/Rich Media
Publishing
RISE OF TARGETING
CROWDED VALUE CHAIN SQUEEZES DISPLAY MARGINS
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
DATA CLOSES THE GAP IN DIGITAL ADVERTISINGBut existing approaches lack scale and security
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Customer data on USB drives, computers, or inaccessible and disconnected systems
DEVICES
Direct upload to ad platform (possibly via agency)
ADVERTISING PLATFORMS
CRM, Email, Data Warehouses, POS, Spreadsheets, Analytics
MULTIPLE DATA SOURCES
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
DATA CHALLENGE: FRAGMENTED DATA SOURCES LEAD TO FRAGMENTED MESSAGES & WASTED MEDIA SPEND
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JOHN• Current Customer• Has Current A/C• Has Basic CC
QUALIFIES FOR A GOLD CARD
DISJOINTEDEXPERIENCE
FREE
MULTIPLECHANNELS
Web Email Mobile Social
MULTIPLE DATABASES& TECHNOLOGIES
© 2017 ACCELERATION. ALL RIGHTS RESERVED / 14
JOHN• Current Customer• Has Current A/C• Has Basic CC
QUALIFIES FOR A GOLD CARD
DISJOINTEDEXPERIENCE
FREE
MULTIPLECHANNELS
Web Email Mobile Social
MULTIPLE DATABASES& TECHNOLOGIES
ALIGNED DATA SOURCES LEAD TO UNIFIED MESSAGES & REDUCED MEDIA SPEND
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
AUDIENCE DATA USE
TODAY (CHANNEL FOCUSSED)
SMS
DIRECT MAIL
SEARCH
DISPLAY
PAID SOCIAL
RTB DISPLAY
VIDEO
SMS
SEARCH
TESTING/PERSONALISATION
PAID SOCIAL
DISPLAY
DIRECT MAIL
VIDEO
FUTURE (CUSTOMER/SEGMENT FOCUSSED)
3RD
1ST
3RD
1ST
ANALYTICS
15
EDW
?
?
?
?
?
EDW
MCM
DMP
OMNI CHANNEL
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
ACTUALLY TWO VALUABLE TYPES OF DATAMeaning two types of audiences
THOSE YOU KNOW
Existing customers, prospects and leads with data like email, name, phone, purchases, sales interactions and service tickets
36
KATY HART
FEMALE
$32,000
123-456-7890
CRM
867530161803
142857
UID
456789
ONLINE
THOSE YOU WANT TO KNOW
Audiences you want to understand and discover interacting with your site, content, ads, apps, store and events
16
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
Connect Advertising tothe Customer Journey
Secure Identity-Driven Advertising, Powered by Data
Intelligent Reporting,Insights & Analytics
SALESFORCE FOR ADVERTISING CLOSES THE DATA GAP
17
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
ASSET Collect, Unify, Activate Online Data
GOALSInsights on Anonymous Visitors, Personalize Content, Unify DigitalIdentities, Power Ads Across Web, Connect Brands & Publishers
ASSET Leverage your CRM data
GOALSEnhance Email, Acquire New Customers, Reengagement, Lead Management, Optimization, Suppression
SALESFORCE FOR ADVERTISING
ADVERTISING STUDIO SALESFORCE DMP (+LINK)
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
ADVERTISING STUDIO
DRIVEN FROM CUSTOMER DATASecurely use your customer data to drive all your Google, Facebook, and Display advertising at scale
CONNECTED TO THE JOURNEYUse Journey Builder to connect your advertising to the rest of your marketing, sales, and customer service
LEAD GENERATION & ACCOUNT-BASED MARKETINGConnect advertising with Pardot and Sales Cloud for integrated lead management from acquisition to nurture to close
BRING CRM TO ADTECHUse Advertising Studio to connect CRM and Salesforce DMP and other partners to reach your customers in Display
Reach your customers where they are
19
© 2017 ACCELERATION. ALL RIGHTS RESERVED /
Salesforce Is “A Leader” In The Forrester Wave™Forrester Research, Inc., The Forrester Wave™: Data Management Platforms, Q2 2017
SALESFORCE DMP
CAPTURE DATA FROM ANY SOURCE & DEVICEUnify, segment and activate audiences to increase customer engagement
LEVERAGE EINSTEIN TO FIND NEW AUDIENCESUse machine learning on billions of profiles and trillions of events to discover high value segments
PEOPLE-BASED AD TARGETING ON ANY DEVICEDrive more relevant and tailored ad experiences on display to the right audience for optimal results
CONNECT BRANDS & PREMIUM PUBLISHERSWith Link, securely share data to maximize performance
Intelligent data-driven advertising
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© 2017 ACCELERATION. ALL RIGHTS RESERVED /
THE MARKETING OPERATING MODEL IS EVOLVING
CHARACTERISTICS
• Channels operate separately• Some channels have a greater depth of use
than others• Some channels not connected or making use
of the DMP and Ad Studio capabilities• Data not connected or aligned
• Cross channel collaboration started for basicuse cases
• More channels use the DMP and share expertise from other channels
• Sharing of information and insight between channels
• Greater depth of in channel use as expertise increases
• Data used but not fully coordinated between channels
• Full cross channel execution capability• Campaigns / segments fully aligned between
channels• Common data ingestion and coordinated use
across channels• Channels drive common insights and more
sophisticated cross channel execution capability
• Channels retain the ability to experiment and test insights
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FUTURE
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INTERIM
Cross channel
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