1
Unlock the Promise of Customer
Data
for Effective Personalization
Featuring
Guest Forrester Research Analyst,
Emily Coll...
2
Today’s Speakers
Emily Collins
Research Analyst
Serving Customer Insights Professionals
Forrester
Reggie Wideman
Senior ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 3
Agenda
›Empowered customers disrupt traditional marketing.
›Mark...
© 2014 Forrester Research, Inc. Reproduction Prohibited 4
Age of the customer
A 20-year business cycle in which the
most s...
In the age of the customer,
individuals are always-addressable…
Source: July 22, 2013, “Mix Art And Science For Marketing Success” Forrester report
And they create data at every
interact...
But they reject
traditional,
campaign-based
marketing…
Marketing as we know it is
experiencing a shift.
Source: April 2014 “The Power Of Customer Context” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 9
Agenda
›Empowered customers disrupt traditional marketing.
›Mark...
© 2014 Forrester Research, Inc. Reproduction Prohibited 10
Janrain commissioned Forrester Consulting to evaluate
the curre...
© 2014 Forrester Research, Inc. Reproduction Prohibited 11
68%
78%
78%
83%
85%
22%
16%
17%
15%
12%
10%
6%
4%
2%
3%
We use ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
42%
38%
61%
47%
49%
53%
54%
56%
59%
60%
61%
62%
63%
67%
73%
29%...
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Yet, marketers struggle to evolve
› Conventional marketers cont...
© 2014 Forrester Research, Inc. Reproduction Prohibited 14
30%
43%
42%
44%
28%
26%
26%
27%
42%
30%
32%
28%
Storage
Collect...
© 2014 Forrester Research, Inc. Reproduction Prohibited 15
Source: A commissioned study conducted by Forrester Consulting ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Source: “It’s Time To Raise The Bar With Analytics,” Forrester ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Agenda
›Empowered customers disrupt traditional marketing.
›Mar...
© 2014 Forrester Research, Inc. Reproduction Prohibited 18
Source: A commissioned study conducted by Forrester Consulting ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 19
Source: A commissioned study conducted by Forrester Consulting ...
© 2014 Forrester Research, Inc. Reproduction Prohibited 20
Mind the gap between cool and creepy
Consumers don't
trust comp...
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
Agenda
›Empowered customers disrupt traditional marketing.
›Mar...
© 2014 Forrester Research, Inc. Reproduction Prohibited 22
Recommendations
1. Be honest about, and advance, your analytics...
23
Personalized Marketing:
Who’s Doing it Right
24
Universal Music segments emails using
location and interests
25
Samsung creates highly-targeted email
campaigns
26
Austin City Limits lets you manage interests and
preferences from your profile page
27
…and displays interests and preferences in
common with your Facebook friends
28
New Zealand Herald increases ad sales by
targeting using customer profile data
29
Smart Furniture delivers personalized
recommendations
Alexandra Larralde
30
NPR One Customizes the Listening Experience
31
1. Customer data needs to be centralized.
2. Don’t be creepy.
3. Give to get.
4. Personalization isn’t a checkbox. It’s...
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Unlock the Promise of Customer Data for Effective Personlization

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Janrain's commissioned study by Forrester Consulting, Unlock the Promise of Customer Data for Effective Personalization, shows that marketers obsess over acquisition while failing to prioritize retention—and that the very data companies might leverage to grow and deepen relationships with their customers is still fragmented and frequently trapped in organizational siloes.

During this presentation by guest speaker from Forrester Research Customer Insights Analyst, Emily Collins, Janrain will explore key findings and recommendations from the study, and learn how the companies that can centralize customer profiles across touchpoints, channels, devices will have the competitive advantage in the age of the always-addressable consumer.

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  • Universal Music uses location and music interests collected via social login to segments artist fans and personalize its email campaigns. Untargeted email campaigns yielded only a 7% email open rate for Universal Music, but with Janrain’s help, many email campaigns now enjoy up to a 67% open rate thanks to improved relevancy and targeting.

    Great Gatsby email 7% opens, 1% CTR. Send targeted email to people who are fans or should be fans of UK dubstep and should be interested in movie based on characteristics.
  • KEY MESSAGE:
    Improve email performance by segmenting campaigns using demographics and interests.

    DISOVERY QUESTIONS:
    Are you currently using demographic data to inform email segmentation?
    What type of results are you achieving from your email campaigns today?

    SCRIPT:
    Well, let’s look at a few examples of how this might work in practice. Based on the demographic and psychographic profile data that you know about your customers, you can send highly segmented email offers that are targeted to their gender, location or her interests. As we’ve learned from some of our customers doing this, this type of segmentation can lead to 34% increases in email open rates, and 63% increases in email click through rates – DATA FROM SAMSUNG.
  • Must have data – whether it’s psychographic data from social profiles or transaction data from your CRM, all data sources must be centralized to create ONE single view of the individual across the organization.
    Don’t be creepy – be able to articulate during a registration experience why you’re asking me for the data you’re asking for and what you’re going to do with it… don’t ask for more than you will use, and don’t data in unpleasantly surprising ways.
    And following on, if you don’t deliver on a personalized experience – you’ll either see backlash, or customers will just question the value of your digital experience and probably stop engaging with you. The reality is that there has to be something in it for every customers…no one owes you their data, and if you want it, you need to provide awesome value in exchange. It can be as simple as gated content. There just has to be a benefit.
    It’s a journey—your strategy should extend beyond the initial cool, wow-factor experience that you create from them…have a plan for growing and leverging that activated customer into new relationship-building experiences. Once you decide to go one-to-one, personalized experiences should inform every interaction and touchpoint.
    Personalization can start as simple as a name or greeting when a customer comes back to your site or app. Implement a phased strategy to begin connecting with customers in simple ways that make your experiences more compelling…and memorable.
  • Unlock the Promise of Customer Data for Effective Personlization

    1. 1. 1 Unlock the Promise of Customer Data for Effective Personalization Featuring Guest Forrester Research Analyst, Emily Collins
    2. 2. 2 Today’s Speakers Emily Collins Research Analyst Serving Customer Insights Professionals Forrester Reggie Wideman Senior Director of Strategy Janrain
    3. 3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 Agenda ›Empowered customers disrupt traditional marketing. ›Marketers struggle to keep up. ›Personalization requires connected customer insights. ›Recommendations.
    4. 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 Age of the customer A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
    5. 5. In the age of the customer, individuals are always-addressable…
    6. 6. Source: July 22, 2013, “Mix Art And Science For Marketing Success” Forrester report And they create data at every interaction point
    7. 7. But they reject traditional, campaign-based marketing…
    8. 8. Marketing as we know it is experiencing a shift. Source: April 2014 “The Power Of Customer Context” Forrester report
    9. 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 Agenda ›Empowered customers disrupt traditional marketing. ›Marketers struggle to keep up. ›Personalization requires connected customer insights. ›Recommendations.
    10. 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 Janrain commissioned Forrester Consulting to evaluate the current state of personalization 1% 2% 2% 3% 5% 6% 8% 9% 9% 17% 17% 22% Media and leisure Agriculture, food, and beverage Advertising or marketing Travel and hospitality Electronics Telecommunications Healthcare Consumer product manufacturing Other Retail Financial services or insurance Business or consumer services Which of the following best describes your industry? 16% 27% 24% 33% In which country are you based? France Germany United Kingdom United States
    11. 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 68% 78% 78% 83% 85% 22% 16% 17% 15% 12% 10% 6% 4% 2% 3% We use machine-learning and artificial intelligence algorithms to personalize interactions across digital channels We use real-time, self-learning analytics to drive personalization and targeting across digital channels We use collaborative filtering techniques to personalize products, offers, and content on our digital properties We use personalization and targeting based on simple business rules and triggers to execute campaigns across digital channels We use personalization and targeting based on broad segmentation and simple clustering techniques to execute campaigns in individual digital channels “Please rate your level of agreement about your current use of targeting and personalization.” Agree/strongly agree Neutral Disagree/strongly disagree Source: A commissioned study conducted by Forrester Consulting on behalf of Janrain, May 2014 Many firms have basic personalization capabilities Base: 190 IT and digital marketing professionals with responsibility for personalized/targeted messaging and digital customer identity and recognition
    12. 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 42% 38% 61% 47% 49% 53% 54% 56% 59% 60% 61% 62% 63% 67% 73% 29% 42% 22% 38% 39% 33% 34% 35% 32% 31% 30% 30% 27% 27% 22% A/B and multivariate testing tools Next-best offer technology Real-time interaction management Mobile analytics Digital asset management Recommendation engines Cross-channel campaign management solutions Data management platforms (DMPs) eCommerce platforms Dynamic content messaging tools Customer decision management systems Site optimization tools Unified login/single sign-on infrastructure Web content management systems Customer profile data management Use today Will use in 6 months Source: A commissioned study conducted by Forrester Consulting on behalf of Janrain, May 2014 And, they are bullish on adopting personalization technologies Base: 190 IT and digital marketing professionals with responsibility for personalized/targeted messaging and digital customer identity and recognition “What are your firm’s current or near-term plans for the following types of technologies to execute personalization and targeting?”
    13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Yet, marketers struggle to evolve › Conventional marketers continue to value traditional digital channels rather than emerging channels. › The always-addressable consumer confounds traditional channel- based approaches to personalization. › Infrastructure and organizational challenges impede marketers’ journey towards transformation.
    14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 30% 43% 42% 44% 28% 26% 26% 27% 42% 30% 32% 28% Storage Collection Distribution Analysis Very challenging/challenging Neutral Mildly challenging/not challenging Source: A commissioned study conducted by Forrester Consulting on behalf of Janrain, May 2014 Data management challenges abound Base: 190 IT and digital marketing professionals with responsibility for personalized/targeted messaging and digital customer identity and recognition “Please rank the level of complexity involved in the following customer data management activities.”
    15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 Source: A commissioned study conducted by Forrester Consulting on behalf of Janrain, May 2014 Marketers leverage disparate and inconsistent data sources Base: 190 IT and digital marketing professionals with responsibility for personalized/targeted messaging and digital customer identity and recognition 1% 22% 22% 23% 25% 32% 34% 35% 38% 40% 40% 42% 43% 49% Other Contextual customer data Media data Syndicated research data Panel data Customer affinity data Transactional/POS data Social media data Customer preference data Demographic data Customer interaction data Voice of customer data Campaign response data Customer behavior data Which of the following data sources do you use to plan and execute your digital marketing programs?
    16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 Source: “It’s Time To Raise The Bar With Analytics,” Forrester Research, Inc., August 1, 2013. They have an inflated sense of analytics maturity
    17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Agenda ›Empowered customers disrupt traditional marketing. ›Marketers struggle to keep up. ›Personalization requires connected customer insights. ›Recommendations.
    18. 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 Source: A commissioned study conducted by Forrester Consulting on behalf of Janrain, May 2014 Enrich profiles and customer understanding with implicit data 1% 22% 22% 23% 25% 32% 34% 35% 38% 40% 40% 42% 43% 49% Other Contextual customer data Media data Syndicated research data Panel data Customer affinity data Transactional/POS data Social media data Customer preference data Demographic data Customer interaction data Voice of customer data Campaign response data Customer behavior data “Which of the following data sources do you use to plan and execute your digital marketing programs?” Start, but don’t stop, with the data customers provide based on past interactions Base: 190 IT and digital marketing professionals with responsibility for personalized/targeted messaging and digital customer identity and recognition
    19. 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 Source: A commissioned study conducted by Forrester Consulting on behalf of Janrain, May 2014 Make personalization more personal 1% 22% 22% 23% 25% 32% 34% 35% 38% 40% 40% 42% 43% 49% Other Contextual customer data Media data Syndicated research data Panel data Customer affinity data Transactional/POS data Social media data Customer preference data Demographic data Customer interaction data Voice of customer data Campaign response data Customer behavior data “Which of the following data sources do you use to plan and execute your digital marketing programs?” Base: 190 IT and digital marketing professionals with responsibility for personalized/targeted messaging and digital customer identity and recognition Separate the “I do” data from the “I am” data.
    20. 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Mind the gap between cool and creepy Consumers don't trust companies to keep their data safe
    21. 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21 Agenda ›Empowered customers disrupt traditional marketing. ›Marketers struggle to keep up. ›Personalization requires connected customer insights. ›Recommendations.
    22. 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Recommendations 1. Be honest about, and advance, your analytics maturity. 2. Prioritize customer identification. 3. Don’t be so territorial about your data. 4. Make the data work for you.
    23. 23. 23 Personalized Marketing: Who’s Doing it Right
    24. 24. 24 Universal Music segments emails using location and interests
    25. 25. 25 Samsung creates highly-targeted email campaigns
    26. 26. 26 Austin City Limits lets you manage interests and preferences from your profile page
    27. 27. 27 …and displays interests and preferences in common with your Facebook friends
    28. 28. 28 New Zealand Herald increases ad sales by targeting using customer profile data
    29. 29. 29 Smart Furniture delivers personalized recommendations Alexandra Larralde
    30. 30. 30 NPR One Customizes the Listening Experience
    31. 31. 31 1. Customer data needs to be centralized. 2. Don’t be creepy. 3. Give to get. 4. Personalization isn’t a checkbox. It’s a strategy. 5. Don’t overlook the simple things. Best Practices for Personalization
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