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EXPERIENCE ARCHITECTURE – THE FOUNDATION FOR FUTURE CUSTOMER ENGAGEMENT VANESSA KEARNEY, SENIOR BUSINESS MANAGER RICHARD CLOGG, SENIOR CONSULTANT – TECHNOLOGY AND INTEGRATION SERVICES 27 NOVEMBER 2017

Experience Architecture - the foundation for future customer engagement

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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

THE IMPACT DATA IS HAVING ON DEFINING CUSTOMER ENGAGEMENT

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

CUSTOMER EXPERIENCE, OMNI CHANNEL REALITY

© 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

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© 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)

EMAIL

SMS

DIRECT MAIL

SEARCH

DISPLAY

PAID SOCIAL

RTB DISPLAY

VIDEO

EMAIL

SMS

SEARCH

TESTING/PERSONALISATION

PAID SOCIAL

DISPLAY

DIRECT MAIL

VIDEO

FUTURE (CUSTOMER/SEGMENT FOCUSSED)

3RD

1ST

3RD

1ST

ANALYTICS

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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

[email protected]

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

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© 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

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© 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

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© 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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Cross channel

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© 2017 ACCELERATION. ALL RIGHTS RESERVED /

THE ENABLERS OF MODERN MARKETING CAPABILITY

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CUSTOMERS

© 2017 ACCELERATION. ALL RIGHTS RESERVED /

THE ENABLERS OF MODERN MARKETING CAPABILITY

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CUSTOMERS

© 2017 ACCELERATION. ALL RIGHTS RESERVED /

THE ENABLERS OF MODERN MARKETING CAPABILITY

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CUSTOMERS

© 2017 ACCELERATION. ALL RIGHTS RESERVED /

THE ENABLERS OF MODERN MARKETING CAPABILITY

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CUSTOMERS

© 2017 ACCELERATION. ALL RIGHTS RESERVED /

THE ENABLERS OF MODERN MARKETING CAPABILITY

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CUSTOMERS

THANK YOU

VANESSA KEARNEY

SENIOR BUSINESS MANAGER

RICHARD CLOGG

SENIOR CONSULTANT

Technology and Integration Services

WWW.ACCELERATION.BIZ