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What's new in Data and Analytics for CX and Marketing?

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What are the relevant trends in Data and Analytics for CX and Marketing needs? How does the Marketing Data Architecture look like?

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What's new in Data and Analytics for CX and Marketing?

  1. 1. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 1 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Marketing Data & Analytics? So what’s new with:
  2. 2. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 2 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The 5-staged Data Architecture Model Marketing Data architecture Backbone Discover Decide Activate Automate http://chiefmartec.com/2015/11/marketing-data-technology-making-sense-puzzle/
  3. 3. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 3 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph http://chiefmartec.com/2015/11/marketing-data-technology-making-sense-puzzle/
  4. 4. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 4 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The 5 stage Marketing Data Architecture Backbone Discover Decide Activate Automate
  5. 5. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 5 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What we think our data platform looks like: Backbone What our data platform really looks like: The “single data source”?
  6. 6. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 6 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The DW approach is not enough for Marketing To create a CX complete view, there’s a need for a broader data architecture
  7. 7. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 7 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Why is the DW not enough? Marketing is mostly exploratory The traditional DW was built around forcefully interconnected data schemas, tamed for query-based exploration For (some) marketing purposes, raw data is better! DW data is aggregated and normalized Time-to-market and agility are crucial DW is still a batch process Backbone
  8. 8. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 8 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Digital data has disrupted the DW Backbone Structured normalized data from disparate sources Digital ID & Audience Information Non-schema NoSQL for unstructured, “raw” data
  9. 9. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 9 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph From a “single source” DW architecture to a “multi source” data architecture DW DW NoSQL Cloud data External source Logical/Virtual Data Layer Applications AnalystsWebsite Consumer Backbone
  10. 10. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 10 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Data! Give me data!!!
  11. 11. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 11 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph DMPs Backbone
  12. 12. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 12 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What is 1st party data? Your owned data EXAMPLES: Targeting customers whose leases will expire in 6 months or less Targeting customers who have racked up 1000 rewards points in a year Targeting customers who have purchased something from your online store in the past 30 days Backbone 1st brick
  13. 13. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 13 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph DMP for 1st party data is a good place to start! Backbone
  14. 14. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 14 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What is 2nd party data? A company shares its 1st party data with another company (trade or purchase) EXAMPLES: Tourism Board can target people who have traveled via commercial airline in the past 12 months. Auto repair shops can target people who have bought trucks in the past 12 months Should be added on top of existing data Backbone
  15. 15. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 15 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph What is 3rd party data? Audiences data gathered by an external company (Anonymized) data is can’t be linked with a person’s name or address Examples: Target relevant audience that’s NOT already your customer Target your “no e-mail” customers Colleges can target men and women aged 18-34 who have graduated high school Luxury fashion brands can target women with a HHI of >$250K who shop frequently Healthy snack food companies can target soccer moms and stay-at-home dads with 1 or more children Backbone
  16. 16. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 16 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Remember the bonuses for being data driven? Jackpot! Audience amplification Cross- channel measurement and Attribution Optimize every act AB Testing “Bonding” Predicting a person’s next action Can tailor 'magic moments' Agile & Flexible
  17. 17. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 17 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph How do you measure success of digital marketing?
  18. 18. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 18 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Today’s approach to Digital Marketing Analytics Source: Adometry http://www.slideshare.net/Adometry/adobe-summit-datadriven-marketing-attribution?qid=af40116f-5be9-4022-af42-42b66210d21d&v=&b=&from_search=1
  19. 19. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 19 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The ‘advanced’ way: Advanced channel attribution
  20. 20. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 20 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Remember the bonuses for being data driven? Jackpot! Audience amplification Cross- channel measurement and Attribution Optimize every act AB Testing “Bonding” Predicting a person’s next action Can tailor 'magic moments' Agile & Flexible
  21. 21. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 21 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph A/B Testing is a great tool! It’s also a culture
  22. 22. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 22 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph Remember the bonuses for being data driven? Jackpot! Audience amplification Cross- channel measurement and Attribution Optimize every act AB Testing “Bonding” Predicting a person’s next action Can tailor 'magic moments' Agile & Flexible
  23. 23. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 23 Help from an unexpected source
  24. 24. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 24Galit Fein’s work Copyright@2016. Do not remove source or attribution from any slide or graph. 24 IoT is a missing link in the continuous CX Customer expectations are changing The competition of the bank today is not another bank, but CX of Uber, Airbnb or Amazon Connected to more than sensors 150 times a day people check their phones 25
  25. 25. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 25Galit Fein’s work Copyright@2016. Do not remove source or attribution from any slide or graph. 25 “Ambience Computing ” Ambient & continuous experience: UX + Context information + across boundaries of devices, places, moments & data. It is not about computing, it is about service Gartner
  26. 26. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 26Galit Fein’s work Copyright@2016. Do not remove source or attribution from any slide or graph. 26 How to fit into consumers’ lives By giving them VALUE Brand
  27. 27. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 27Galit Fein’s work Copyright@2016. Do not remove source or attribution from any slide or graph. 27 Customer Bonding Brand Product ‘real time’ insight What is the consumer doing, when & why are they buying/ not buying? real-time’ basis interaction, in-store experiences personalization Consumer Behavior Better Personalization
  28. 28. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 28Galit Fein’s work Copyright@2016. Do not remove source or attribution from any slide or graph. 28 If your food could talk to you what would it say? • Would it help you cook? • Would it provide some tasty pairing ideas for dinner? Amazon Alexa Voice Platform
  29. 29. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 29 I my fridge & it me back “You ran out of milk, eggs and chicken, so… Vegan Dinner!”
  30. 30. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 30 But what about the physical place? 40% Lorem Ipsum is simply dummy text of the printing and typesetting 30% Lorem Ipsum is simply dummy text of the printing 15% 65% 40% 30% Lorem Ipsum is simply dummy text of te printing 15% incognito INDOORS - Hospital, airport or in-store customer stays
  31. 31. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 31Galit Fein’s work Copyright@2016. Do not remove source or attribution from any slide or graph. 31 An occasional customer Man/ woman Weight/ height Help Enriched CX in-door Customers DB Personalized, proximity based CX Context-aware, 2-way communication
  32. 32. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 32Galit Fein’s work Copyright@2016. Do not remove source or attribution from any slide or graph. 32 ‫במסכי‬ ‫אישי‬ ‫תוכן‬ ‫התאמת‬ ‫בתאי‬ ‫טלוויזיה‬VIP ‫דרך‬Beacons‫למכשירים‬ ‫אישיים‬–‫עופר‬ ‫סמי‬ ‫אצטדיון‬ ‫לעיוורים‬ ‫הנגשה‬ ‫פתרון‬ ‫באמצעות‬ ‫ראיה‬ ‫וכבדי‬ beacons-‫בקמפוסים‬ ‫אונ‬ ‫של‬'‫פתוחה‬ ‫מבוססת‬ ‫אינטראקציה‬ ‫עם‬ ‫וקונטקסט‬ ‫מיקום‬ ‫בחנות‬ ‫לקוחות‬. ‫לדוגמה‬ ‫חנות‬+20‫חנויות‬ ‫בקניון‬ ‫פיילוט‬7‫הכוכבים‬ ‫ומערכת‬ ‫דיגיטאלי‬ ‫שילוט‬ ‫חולים‬ ‫בית‬ ‫תוך‬ ‫ניווט‬ ‫חיפה‬ ‫כרמל‬ ‫מבוססת‬ ‫קשר‬ ‫העמקת‬ ‫עם‬ ‫וקונטקסט‬ ‫מיקום‬ ‫בחנות‬ ‫הלקוח‬,‫מבוסס‬ ‫טכנולוגית‬Beacons ‫מצלמות‬ ‫עם‬ It’s small, it’s a start, but it’s already here Beacons in Israel ‫מבני‬ ‫תוך‬ ‫ניווט‬ ‫מערכת‬, ‫מבוסס‬beacons, Wifi, ‫ו‬Push notifications. ‫שניידר‬ ‫חולים‬ ‫בית‬ ‫חכם‬ ‫אשפה‬ ‫פינוי‬. ‫רלוונטי‬ ‫מידע‬ ‫העברת‬ (‫נפח‬,‫טמפרטורה‬) ‫בזמן‬ ‫משנה‬ ‫לקבלני‬ ‫העיריות‬ ‫ברוב‬ ‫אמת‬ ‫בישראל‬ ‫הגדולות‬ RightHear by Zikit Enrich CX instore Smart store by Smart thing Indoor navigation by BynetEnrich CX Smart garbage disposal by Taldor Indoor navigation by 2plus P
  33. 33. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 33 Connected and smart marketing I see you In this new era, data flows in from different sources, personalized experiences are delivered everywhere, and the ability to envision & deliver on new business opportunities becomes a necessity Source: Adobe
  34. 34. STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph 34 STKI’s work Copyright@2016. Do not remove source or attribution from any slide, graph or portion of graph The goal: A data platform that is resilient to change

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