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Real time marketing 101, Anastasiya Penska

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Real time marketing 101, Anastasiya Penska

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The session will focus on how one can start using Marketing Cloud for real time interaction with your cusomters and show a demo use case of how to build a personalized customer experience on different stages of customer journey. The use case will showcase data capturing about an unknown visitor, engaging potential customer with personalized content and later on curating further communication with a known customer in different channels to create 1:1 communication.

The session will focus on how one can start using Marketing Cloud for real time interaction with your cusomters and show a demo use case of how to build a personalized customer experience on different stages of customer journey. The use case will showcase data capturing about an unknown visitor, engaging potential customer with personalized content and later on curating further communication with a known customer in different channels to create 1:1 communication.

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Real time marketing 101, Anastasiya Penska

  1. 1. Real Time Marketing 101 by Anastasiya Penska
  2. 2. PwC Agenda 1 What is Real Time Marketing? Marketing Cloud Personalization: what is it & demo 2 Summary 3 Quiz & Q&A 4
  3. 3. @VA dodać rozporowadzanie ruchu na 5 ikon Powód 3. Jesteśmy ekspertami w obszarze tworzenia kreatywnego contentu What is RTM? How is it represented in Salesforce Marketing Cloud?
  4. 4. PwC | Report title Why does RTM matters? INNOVATIVE TOOLS AND TECHNOLOGY ENGAGING CUSTOMERS IN REAL TIME ● Continuously changing MarTech world ● Large amounts of data require new ways to optimize marketing to use it PRIVACY REGULATIONS COMPLIANCE ● Customers expecting hyper-personalized offer (in a non- creepy way :) ) ● Online domain has become more important after COVID ● Growing awareness about personal data ● Growing legal demand for better structured and easy to manage privacy compliant systems ➢ Hand in hand with time
  5. 5. PwC | Report title Why does RTM matters? COHESIVE CUSTOMER JOURNEYS UNIFYING CUSTOMER DATA SOURCES ● Customer expects journey that is cohesive between channels ● It is important to predict multiple journeys, not just the happy path USING UNIFIED 360 VIEW ACROSS BUSINESS UNITS ● With growing amount of data there can be data conflicts and misalignment (different devices, privacy settings etc) ● Using data for NBO/NBA requires well structured data from different sources ● Internationalization of customer experience ● Close cooperation between different departments (marketing - sales - service) ➢ Customer centricity
  6. 6. Salesforce Marketing Personalization
  7. 7. PwC | Report title Marketing Cloud Personalization* Capture Individual Insights Understand each person’s affinities & intent Optimize the Experience with AI Boost the relevancy of every interaction Coordinate Engagement Everywhere Connect online & offline moments Test & Analyze Experiences Deploy A/B/n tests & monitor success *a.k.a. Interaction Studio
  8. 8. PwC | Report title Marketing Cloud Personalization Identity mapping Behavioral analytics Surveys Web & Mobile SDK A/B testing Open-time emails Data warehouse Einstein personalization Triggered campaigns Connection with other SF products Identity mapping Triggered campaigns Open-time emails Behavioral analytics Web & Mobile SDK
  9. 9. PwC | Report title Marketing Cloud Personalization High level Architecture Interaction studio (Marketing Cloud Personalization) Marketing Cloud (Marketing Cloud Engagement) Datorama (Marketing Cloud Intelligence) Customer data sources CDP (Marketing Cloud CDP) Website & Mobile Sales Cloud Service Cloud Enterprise Data Connectors ETL Unknown to Known Identity Resolution Personalization, Recommendations, & NBA/NBO/NBC for Known & Unknown Connectors Identify Resolution, Segmentation, Activation Connectors Connectors Journeys, Ad Studio activation, Transactional messaging Dashboards, Reports, KPI analysis, Harmonization API SDK
  10. 10. Marketing Cloud Personalization Sample use case & Demo
  11. 11. PwC | Report title From Audience centric to Customer centric
  12. 12. PwC | Report title Meet Rachel! Rachel Green, An NTO customer
  13. 13. PwC | Report title Hi Rachel! We noticed that the Women’s Half Dome Pullover Hoodie that is in your basket is in stock in a nearby location - our Northern Trail Outfitters Prague store! If you would like to reserve this item and collect it in store, please click the button below. We will hold the item for you for 24 hours. Rachel’s view. Personalized journey 101 2 3 1 4 Website visit Personalized recommendations Personalized homepage Next Best Action
  14. 14. Demo 14
  15. 15. 15 Summary
  16. 16. PwC | Report title Marketing Cloud Personalization Website Mobile Offline Service/Sales Email Website Mobile Offline Service/Sales Email Behavioral tracking mapped to business context In-app behavioral tracking Track open cases, change of sales status, bought products Tracking of engagement: Opens, Clicks, forwards ATM/ Kiosk/ Events etc Personalization of content and recommended products, pop-ups In-app personalization of content and offers, notifications Coherent journey from marketing into case resolution and sales status change Open time email offer personalization Deliver personalized NBO/NBA Listen Understand Act
  17. 17. Quiz time! RULES: 1. You are answering 3 questions via Google form as fast as you can, no later than within 30 minutes from now! 2. First 3 people who answer all questions correctly win! 3. Winners will be announced today (27/05) at 1 p.m. on PwC stand and receive personalized invitation to pick up a cool PwC gadget. PRIZES: 1st place - 50 euro voucher for Amazon.com 2nd place - 40 euro voucher for Amazon.com 3rd place - 30 euro voucher for Amazon.com Good luck! bitly.com/PwCQuiz2
  18. 18. Q&A
  19. 19. Thank you! #CD22

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