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Segments of one: the new consumer in the mobile era
 

Segments of one: the new consumer in the mobile era

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Segments of one \sɛ́gmənts ə́v wə́n\

Segments of one \sɛ́gmənts ə́v wə́n\
Micro-segments that target each customer uniquely, allowing the companies to convert visitors into long-term, high-value customers at very high rates.

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    Segments of one: the new consumer in the mobile era Segments of one: the new consumer in the mobile era Presentation Transcript

    • Segments of One Dr. Dario de Judicibus dejudicibus@it.ibm.com +39.335.7622476 14 December 2012 Version 0.40 IBM Corporation © 2012 - All rights reserved
    • Understand each customer as an individual Brands already know how to divide their audience into broad groups Now it is time to create unique individual targeting 14 December 2012 IBM Corporation © 2012 - All rights reserved
    • Multichannel commerce no longer makes sense Customers no longer interact with companies from a channel perspective Instead they interact through touch points 14 December 2012 IBM Corporation © 2012 - All rights reserved
    • A 360-degree data connection strategy Transac tions Transaction Data Orders Harness and connect the data not just from traditional marketing channels Paymen t history Usage history Purchas e stage But from all touchpoints the company has Email / Chat Call center notes Inperson dialogs 14 December 2012 Web clickstreams Interaction Data IBM Corporation © 2012 - All rights reserved
    • Link all the data lying outside your enterprise Professional Data Budget authorit y Transact ions Transaction Data Orders Job history Customers may voluntarily offer this data to companies Paymen t history Professi onal member ships Usage history Offering preferen ces in exchange for a more personalized, customized, relevant experience Purchas e stage Email / Chat Preferre d device Call center notes Hobbies Individual Data 14 December 2012 Social activity Inperson dialogs Web clickstreams Interaction Data IBM Corporation © 2012 - All rights reserved
    • Turn your understanding to become predictive Professional Data Budget authorit y Transact ions Transaction Data Orders Job history To use analytics to predict needs, desires and propensity Paymen t history Professi onal member ships Usage history Offering preferen ces Focus on leadership, culture, skills and technology platform Purchas e stage Email / Chat Preferre d device Call center notes Hobbies Individual Data 14 December 2012 Social activity Inperson dialogs Web clickstreams Interaction Data IBM Corporation © 2012 - All rights reserved
    • Create value for every individual at every touch Offer Product Increase your ability to be personal, relevant to customers Knowledge by focusing on human behaviors and enabling technologies Advice Network 14 December 2012 IBM Corporation © 2012 - All rights reserved
    • Ensure that your system of engagement scales Interact as a company with a single customer as an individual do it at massive scale, and run analytics to determine what to build next 14 December 2012 Digital Analytics Customer Segmentation Customer Predictive Analytics Attribution Modeling Business Intelligence Future portfolio of products, services, knowledge, and experiences IBM Corporation © 2012 - All rights reserved
    • Leverage on segments of one Segments of one sɛ́gmənts ə́v wə́n Micro-segments that target each customer uniquely, allowing the companies to convert visitors into long-term, high-value customers at very high rates. Individual leverage Group leverage The more the customer interacts with the brand by any touchpoint, the more the brand learn about him/her, and the finer the segmentation gets. The more the brand can identify other customers like the one who is interacting by any touchpoint, the more the brand can pattern match. 14 December 2012 IBM Corporation © 2012 - All rights reserved
    • Select the right technology The ability to move an organization to next-best-action marketing is the result of three significant technology developments coming together over the last several years: EIT SOA AI The adoption of performing infrastructures based on enterprisewide servers, storage arrays, and complete data centers to efficiently manage big data. Increased use of service-oriented architecture that allows to incrementally change the systems and adapt them to the changes of the marketplace. The coming of age of artificial intelligence techniques, which allow for the creation of model factories to help achieve better alignment between IT and business. 14 December 2012 IBM Corporation © 2012 - All rights reserved
    • Be smarter, be holistic IBM Smarter Commerce and Smarter Analytics offering provides enterprises with all solutions and competencies necessary to implement a holistic approach to the new challenges of marketing. Transform Align Anticipate Business Analytics & Optimization Act Learn Smarter Commerce Social Business 14 December 2012 IBM Corporation © 2012 - All rights reserved
    • Thank you 14 December 2012 IBM Corporation © 2012 - All rights reserved