2. KIN + CARTA | INTELLIGENT EXPERIENCE
Who’s in the
room today?
2
Mark Collin
Managing Director
Kin + Carta Europe
Lindsay Ratcliffe
Chief Product Officer
Kin + Carta Europe
Kevin Flynn
Retail Industry Lead
Stripe
Lloyd Powell
Engineering Lead
Greggs
Alex Rutter
Director & Industry Head of
Retail, Travel & Transport,
Consumer Packaged Goods
Google Cloud
Paul Carysforth
Data Director
Kin + Carta Europe
3. KIN + CARTA | INTELLIGENT EXPERIENCE
3
Intelligent Experience
What your customers are expecting.
But what's stopping you?
4. KIN + CARTA | INTELLIGENT EXPERIENCE
4
Experience
EXPERIENCE PRODUCT TECHNOLOGY EXPERIENCE PRODUCT TECHNOLOGY
DATA
DATA
Front Stage: Distinctive Dynamic
Back Stage : Powered by Data
TODAY FUTURE
The difference
is the data
Intelligent Experience
5. KIN + CARTA | INTELLIGENT EXPERIENCE
EXPERIENCE PRODUCT TECHNOLOGY EXPERIENCE PRODUCT TECHNOLOGY
DATA
Static Experience Intelligent Experience
🙋
♀️
CUSTOMER
DATA
Minimal Data + experiments
to shape the experience
Intelligent omni-channel experiences
Data is embedded to analyse,
optimize + drive the experience
TODAY FUTURE
Homogenous experience
across multi channels
5
6. KIN + CARTA | INTELLIGENT EXPERIENCE
6
Analytics & events
Customer
Venues
ROI
ROAS
1st
3rd
The Full Funnel Build a CDP Map
Intelligent Experience Canvas:
7. KIN + CARTA | INTELLIGENT EXPERIENCE
7
The Full Funnel Build a CDP Map, Together
Analytics & events
Customer Data Platform
Venues
ROI
ROAS
1st
3rd
Intelligent Experience Data Loop:
9. KIN + CARTA | INTELLIGENT EXPERIENCE
Organise your data
strategy to define
what’s next…
Product
Innovation
Digital
Evolution
New
Ventures
Digital
Transformation
BUSINESS ENGINEERING BUSINESS DESIGN
9
10. KIN + CARTA | INTELLIGENT EXPERIENCE
ACT + AUTOMATE
Visualise using dashboards/telemetry to
help you make better decisions for your
customer. Automate what you can to
create distinctive+dynamic experiences.
Intelligent Experience is:
Front Stage: Distinctive + Dynamic
Back Stage: Data Driven
BUILD
Multivariate Products -
instrumented to measure
the metrics that matter
(SEO, Tags, Event Streams)
MEASURE
Capture the analytics to help you make sense
of what users are doing and the performance
of your digital products+experiences.
STRATEGY + PRODUCT MANAGEMENT
Strategy + Product Vision + Experience
Design + User Centred Measurement Model
10
11. KIN + CARTA | INTELLIGENT EXPERIENCE
How we make Customer
Experiences Intelligent:
Organisational
Intelligence
Artificial
Intelligence
Product
Intelligence
Responsible
Intelligence
Customer
Intelligence
Contextual
Intelligence
EQ IQ
Your
Experience
11
12. KIN + CARTA | INTELLIGENT EXPERIENCE
How Intelligence
Manifests:
Organisational
Intelligence
Artificial
Intelligence
Product
Intelligence
Responsible
Intelligence
Customer
Intelligence
Contextual
Intelligence
EQ IQ
12
● Personalised
● Segmentation
● Insight & Attribution
● Content strategy
● Location & Time
● Accessibility
● Sustainability & Carbon
● Ethical use of Data & Data compliance
● Inclusivity
● Data Strategy
● Insights Driven
● Product Thinking
● Measurement
● Reporting & Insights
● Experimentation & Optimisation
● Prediction
● Automation
● Information Discovery
14. KIN + CARTA | INTELLIGENT EXPERIENCE
Key takeaways
14
1.
Create your own Kaizen
Omotenashi.
Set the foundation for an
intelligent mindset. Get
your stakeholders around
a canvas and start
mapping.
Take ownership
2.
Start where
you can.
Drive value one thin slice
at a time and gradually
create experiences that
your customers love.
Think BIG. Start Small.
3.
Use data to identify your
moments that matter.
Use data across your
end-to-end journey to
identify the things that
matter to your
customers.
Experiment
4.
Use technology to
accelerate your journey.
Talk to your tech teams
about the power of Cloud
Compute and ML.
Investigate event driven
architectures
Experiment
5.
Do not settle for
the status quo.
You WILL be left behind.
