INSPIRATIONS WEBINAR: We know that “personalization” and even “predictive analytics” are buzz words and terms that are thrown out there by many different providers. Everyone seems to have a particular slant on what that means and what it could mean to your customers. Join Eric Tobias, Vice President of Predictive Intelligence for the Salesforce ExactTarget Marketing Cloud, to learn how you can use real-time data to create a 360 degree view of your customers to capture information during the right moments to drive adoptions and renewals. Speakers: Eric Tobias, Vice President, Predictive Intelligence, ExactTarget Marketing Cloud Moderated by: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud

1. 5 Ways to Personalize Your
Customer Experience
​ Eric Tobias
​ Vice President, Predictive & Analytics
​ etobias@salesforce.com
​ @erictobiasIN
Webinar – November 11, 2014

2. Engage Webinar Recaps
Youtility: Why Smarter Marketing
is about Help, not Hype
4 types of Youtility for Engagement:
1. Self-Serve Information
2. Radical Transparency
3. Humanity
4. Real-Time Relevancy
Leveraging a Single View of the
Customer for Stellar Marketing
Tips for Putting the Data Together:
1. Choose an identifier (and stick with it)
2. Think Cross-Channel
3. Create Value in Creating Linkages

3. Retain – Future Webinars
Cost of the Customer: 5 ways to
Personalize Your Customer
Experience
Learn how you can use real-time data to create a
360 degree view of your customers to capture
information during the right moments to drive
adoptions and renewals.
Leveraging Customer Experience to
Retain and Re-engage Customers
November 20, 2014 at 12:00 - 1:00 PM EST
Learn about methods for retention and re-engagement,
including cross-channel tactics, to ensure your
audience continues to interact with your brand.

4. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

5. Eric Tobias
Vice President, Predictive and Analytics
Salesforce Marketing Cloud
Eric is responsible for product strategy for the Predictive
and Analytics products within the Salesforce Marketing
Cloud.
Prior to joining Salesforce, Eric was the founder of
iGoDigital, a leading provider of personalization
technology. iGoDigital was acquired by ExactTarget in
2012.

6. “Nearly83promotionalemailsaresenttoyourcustomerseach
day,heighteningthescrutinyofinboxmanagement.
2014 Marketing Cloud Benchmark
Report: Predictive Intelligence

7. A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Increase Conversion Rates by 15% to 25%
Improve Open Rates 40% to 55%
Drive Click-Through Rates 25% to 35%
Minimize Opt-Out and Unsubscribe Rates
Why does this matter?
Marketing emails that include personalization:

8. “86% of surveyed marketers agreed that “they use personalization based on
broad segmentation and simple clustering techniques, and 84% agreed they use
personalization based on simple business rules”
A commissioned study conducted by Forrester Consulting on
behalf of Salesforce ExactTarget Marketing Cloud, April 2014
Marketers are still relying on basic
customer data rather than behavioral
and preference information

9. Leveraging the power of Predictive Intelligence in your customer experience
strategy will make your customers’ ‘engagement’ decision effortless with
meaningful, personalized content across every customer interaction.
What’s the Solution?

10. “We need to proactively manage our
customer’s journey from purchaser to an
active and healthy everyday user.”active and healthy everyday user
Daily Use Premium ReactivateDiscover Connect Device

11. Reactivate Connect Device
PremiumDiscover Connect Device Daily Use Reactivate
Discover Visit Site
Ask a Friend
Purchase Device
Use Everyday Premium Sleep Better Share

13. ProductActivation Congrats on 10,000 steps! Your Battery is Low
My FitBit Journey

16. “When a customer upgrades their
package with DirectTV, they want a
seamless customer experience so
the customer never has to leave
their couch.”
seamless customer experience

17. TV TV
TV

20. “We need to incorporate game-play data
into our single view of the customer and
use this to drive segmentation and to
optimize content.”
game-play data

21. game-play data
621,652 (<1 %)
13,351,899 (15 %)
1,173,910 (5 %)
530,597 (<1 %)
69,066,630 (81 %)
821,831 (<1 %)
18,942,755 (15 %)
2,333,610 (5 %)
730,565 (<1 %)
72,086,750 (81 %)

22. Use online behavior and transaction
history to deliver personalized offers.personalized offers

23. EMAIL SMS
WEB
Learn more about refinancing today
Learn more about
refinancing today
http://bit.ly/24138fs10
Learn more about refinancing
today
Learn more about refinancing
today

25. 7
Tactics towards personalizing your
customer experience
Integrate Data Silos
Build Cohesive Profiles
Predict content
Maximize relevancy
Expand email opportunity
Bridge the gap between channels
Nurture real-time relationships

26. Integrate Data Silos1

27. Integrate Data Silos
"You can never have too much data - bigger is definitely better. The more
data you can collect the finer-grained the results can be.”
Werner Vogels
Chief Technology Officer
Amazon

28. CRM Email Web
Single View
of the Customer
Only 26% of marketers pull from their customer data on a daily basis,
placing many marketers in a perpetual game of catch up
Source: A commissioned study conducted by Forrester Consulting on behalf of Salesforce, April 2014

29. Algorithms
Observe implicit
customer behavior,
in real-time
Capture explicit
preferences, in
real-time
Real-Time Behavior:

30. Build Cohesive Profiles2

31. 94socialinteractions
12purchases
200engagements
23affinities
Nolan
CALIFORNIA
FINANCIAL ANALYST
28 Y/O
Build Cohesive Profiles

32. Build Cohesive Profiles
Observe, collect, store,
and leverage customer
behavioral data
Melissa Smith melissa@gmail.com
Age 32 @MelissaSmith01
Chicago, IL Facebook Friend & Email Subscriber

33. The data is
captured
regardless if
the customer
is
anonymous
or known

34. Without the hassle of managing your data, you can focus
on what’s important:
Keeping Customers Engaged

35. Predict Content3

36. Conversion rate increases dramatically from
6.32% in months 10-12 to
9.60%in months 13-18
when Predictive Intelligence data in incorporated
into digital marketing tactics.
Predictive Content Drives Results
The longer you utilize the
Predictive Intelligence
engine, the better
acquainted it becomes
with your customer base
Source: 2014 Marketing Cloud Benchmark Report: Salesforce

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39. Predict Content

40. Maximize Relevancy4

41. Maximize Relevancy
Recommend hero graphic images based on what we
know about the visitor in her profile
Recommend topics of articles or ads based on what
topics are most important to the visitor
Products are recommended and personalized based on
the visitor’s profile

42. Expand Email Opportunity5

43. Expand Email Opportunity
Increase Conversion Rates by 15% to 25%
Improve Open Rates 40% to 55%
Drive Click-Through Rates 25% to 35%
Minimize Opt-Out and Unsubscribe Rates
Marketing Emails that include personalization:

44. Expand Email Opportunity
Don’t get stuck
sending the same
“vanilla” email.
Expand your
options!

45. Trigger Messages Based on Events and Behavior

46. Bridge the gap between channels6

47. Bridge the gap between channels

48. Nurture real-time relationships
7

49. Nurture real-time relationships

50. Nurture real-time relationships
Prove your brand is listening to your customers by
immediately responding to any interaction they have
with you, regardless of the type of interaction.

51. 7
Tactics towards personalizing your
customer experience
Integrate Data Silos
Build Cohesive Profiles
Predict content
Maximize relevancy
Expand email opportunity
Bridge the gap between channels
Nurture real-time relationships

52. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

53. Questions?
Email: etobias@salesforce.com
Twitter: @erictobiasIN

54. Mark Your Calendar for Upcoming Webinars
November 20th
Leveraging Customer Experience to
Retain and Re-engage Customers
December 4th
Webinar Series Recap & Strategic Planning for 2015
REGISTER: http://pages.exacttarget.com/thefutureisnow

55. Thank You!