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Real time personalization in 5 steps

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In the information economy, customer’s attention is the ultimate scarce resource. Across industries marketing campaigns response rates are going down and customers are “banner blind” when you ...

In the information economy, customer’s attention is the ultimate scarce resource. Across industries marketing campaigns response rates are going down and customers are “banner blind” when you try to communicate more offers to them in their PC banking environment or e-shop. Personalizing offers in real time and delivering them through multiple channels is the ultimate promise the new technology is making to marketing. Personalization is all about understanding what someone needs and presenting it to them in a non-creepy way

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Real time personalization in 5 steps Real time personalization in 5 steps Presentation Transcript

  • REAL-TIME PERSONALIZATION IN 5 STEPS MARTA PICHLAK-MIARKA & TONY SPELKENS @PICHLAKMIARKA & @TSPELKENS CUSTOMER INTELLIGENCE CONSULTANTSCopyright © 2012, SAS Institute Inc. All rights reserved.
  • “MINORITY REPORT STYLE” ADS THAT SCAN YOUR RETINA, KNOW YOUR NAME AND HISTORY ARE CLOSER THAN YOU THINK…Copyright © 2012, SAS Institute Inc. All rights reserved.
  • CREEPY OR NOT CREEPY?Copyright © 2012, SAS Institute Inc. All rights reserved. View slide
  • RETARGETING WHEN ADS FOLLOW YOUCopyright © 2012, SAS Institute Inc. All rights reserved. View slide
  • Marta Pichlak-MiarkaCopyright © 2012, SAS Institute Inc. All rights reserved.
  • 1 month later…Copyright © 2012, SAS Institute Inc. All rights reserved.
  • Copyright © 2012, SAS Institute Inc. All rights reserved.
  • THE TIMES WHEN ONE SIZE FITS ALL ARE GONE One size does not fit all Personalizing web site experienceCopyright © 2012, SAS Institute Inc. All rights reserved.
  • THE CUSTOMER EXPERIENCE CHALLENGE  Managing customer data from multiple channels  Collecting the right data in the online channel  Making the data actionable  Gaining analytical insights from the data  Acting in real time but taking the relationship approachCopyright © 2012, SAS Institute Inc. All rights reserved.
  • CUSTOMERS SAY 67% Having real time access to customer behaviour data is important or very important for us AgreeSource: SAS and Insites Customer Centricity Survey, n= 76 BE+NLCopyright © 2012, SAS Institute Inc. All rights reserved.
  • CUSTOMERS SAY 39% We are able to take real-time action to some extent and/or in some channels AgreeSource: SAS and Insites Customer Centricity Survey, n= 76 BE+NLCopyright © 2012, SAS Institute Inc. All rights reserved.
  • One size does not fit all Personalizing web site experience 5 STEPS TO REAL TIME CROSS CHANNEL PERSONALIZATIONCopyright © 2012, SAS Institute Inc. All rights reserved.
  • THIS IS PETER…Copyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP1Campaign Management for InboundCopyright © 2012, SAS Institute Inc. All rights reserved.
  • Copyright © 2010 SAS Institute Inc. All rights reserved. 15
  • STEP1 CAMPAIGN MANAGEMENT FOR INBOUND (PUSH) Content Management System Predefined Segment Offer-Customer customers Table SAS AnalyticsCopyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP1 CAMPAIGN MANAGEMENT FOR INBOUND (PUSH)Copyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 2 Online data collection &Analytics STEP1Campaign Management for InboundCopyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 2 ONLINE DATA COLLECTION AND ANALYTICS Collect data Translate raw data into Analytics Information/goal definitionCopyright © 2012, SAS Institute Inc. All rights reserved.
  • Copyright © 2010 SAS Institute Inc. All rights reserved. link 20
  • CRM Campaigns Multichannel Purpose of collecting data Traffic Analysis Online channel Site Centric Customer Centric Type of data collectedCopyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 3 Event Driven STEP 2 Outbound campaign/retargeting Online data collection &Analytics STEP1Campaign Management for InboundCopyright © 2012, SAS Institute Inc. All rights reserved.
  • What will happen when Peter requests an offer/contact?Copyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 3 EVENT DRIVEN CAMPAIGN/RETARGETING Collect data Campaign Management Translate raw data into Information/goal definition Campaign Data Mart Web Datamart DWH Store History MarketingCopyright © 2012, SAS Institute Inc. All rights reserved.
  • Copyright © 2010 SAS Institute Inc. All rights reserved. link 25
  • CREEPY OR NOT CREEPY?Copyright © 2012, SAS Institute Inc. All rights reserved.
  • ANNUAL REVENUES FROM ABANDONED CART RETARGETING UK RETAILER £40MCopyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 4 In session rule based STEP 3 personalization Event Driven STEP 2 Outbound campaign/retargeting Online data collection &Analytics STEP1Campaign Management for InboundCopyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 4 IN SESSION PERSONALIZATION (RULE BASED) Content Management System Collect data Translate raw Real Time Store session data into Engine data Information/goal definitionCopyright © 2012, SAS Institute Inc. All rights reserved.
  • Copyright © 2010 SAS Institute Inc. All rights reserved. link 30
  • STEP 4 IN SESSION PERSONALIZATION (RULE BASED)Copyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 5 Cross channel Real Time Personalization STEP 4 In session rule based STEP 3 personalization Event Driven STEP 2 Outbound campaign/retargeting Online data collection &Analytics STEP1Campaign Management for InboundCopyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 5 CROSS CHANNEL REAL TIME PERSONALIZATION Contact Center Collect data Translate raw Real Time data into Engine Session Data Information/goal definition Web Datamart Campaign Sessions history DWH Data Mart MarketingCopyright © 2012, SAS Institute Inc. All rights reserved.
  • Copyright © 2010 SAS Institute Inc. All rights reserved. link 34
  • CREEPY OR NOT CREEPY?Copyright © 2012, SAS Institute Inc. All rights reserved.
  • HOW TO PERSONALIZE WITHOUT BEING CREEPY Transparency & Consent • Be clear about what type of data you are collecting and why • Obtain a user consent (Opt in) – now enforced by Law (amendment to the E-Privacy Directive 2002/58/EC) Trade Off • Users are providing information to a site for a reason. Make sure that it is clear to those users what they will be getting in return and what’s the trade off Control • Let the users decide if you’re doing the right thing. Ask for feedback Diversify • Use different level of personalization in different channels Right Technology • Have the right technology that you can rely onCopyright © 2012, SAS Institute Inc. All rights reserved.
  • STEP 5 Cross channel Richness of Data Ready for Real Time Real Time Decisioning Personalization Online Data Environment STEP 4 Ready for Analytics In session rule based STEP 3 personalization Event Driven STEP 2 Outbound campaign/retargeting Online data collection &Analytics STEP1Campaign Management for Inbound Combine Multiple data sources Online data structures/ data flows that Integrate with campaign managementCopyright © 2012, SAS Institute Inc. All rights reserved.
  • make connections • share ideas • be inspiredTHANK YOU !!! Copyright © 2012, SAS Institute Inc. All rights reserved.