“Building Customer Relationships in an Omni-Channel World” Connecting the dots in an omni-channel world is a challenge that makes it difficult for brands to form meaningful relationships with their customers. A lack of visibility across channels results in broken customer journeys which undermine efforts to cultivate exceptional brand loyalty. In this webinar we will discuss how to connect the dots so you can focus on optimizing for people, rather than channels. This webinar will cover: -Creating robust customer profiles through first party data -Managing the balance between demographic and real-time data -Acting on customer insights -Measuring the impact of a personalized customer journey SPEAKERS: Rick Weithas, Director of Product Marketing, Ensighten & Jared Polidoro, VP of Client Services, Maxymiser

1. Building Customer Relationships in
an Omni-Channel World
Wednesday, July 23, 2014

2. Copyright Maxymiser 2014
Rick Weithas
@ensighten
Panelists:
Jared Polidoro
@maxymiser

3. Copyright Maxymiser 2014
Who We Are
Maxymiser is the most powerful solution for
optimizing the online customer experience. You
can quickly and easily run the most simple to
most sophisticated campaigns across the entire
customer journey.

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Why Ensighten?
Ensighten, the global leader in omni-channel data
and tag management is changing the face of
digital marketing by transforming the way
enterprises collect, own and act on their customer
data across every marketing channel and device.
The Ensighten platform processes tag requests
across 150+ countries, for companies transacting
over $1.9 trillion in revenue.

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Challenge:
– Currently, optimization is done in single channels. Marketers
aren’t able to coordinate programs across the various channels
in the customer journey.
Solution:
– Ensighten + Maxymiser deliver a complete customer
experience.
– Ensighten enables the marketer to collect and own omni-channel
customer data deliver it immediately to Maxymiser.
– Maxymiser leverages that omni-channel insight to personalize
the customer experience.

6. Personalizing The Omni-Channel User Experience
Personalization is the use of
Data to deliver a relevant and
engaging experience to a
consumer across Channels and
Devices
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7. Personalization Is A Hot Topic In Our Industry
Personalization was the fastest-growing Top Tech 2014 technology
category with a customer base that grew about 68% to 337 Top
1000 merchants.”
-Internet Retailer
“Targeting and personalization' is seen by B2C respondents as the
top digital-related priority for the year ahead, followed by
conversion rate optimization and then social media engagement.”
-2014 Digital Trends, Econsultancy and Adobe Brief
A great digital experience is not a ‘nice-to-have’; it’s a ‘make-or-break’
for you business as we more fully enter the digital age.”
–Forrester Top Technology Trends for 2014
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8. What Is Driving Industry Demand for Personalization?
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9. The Rise of the Omni-Channel Consumer
Multi-Device - Multi-Channel - Multi-Touch.
Forrester Calls This The “Age of the Customer”
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10. Users Experience a Brand Across Many Touch Points
Delivering a Personalized, Relevant, and Consistent Experience Across Touch Points
is a Significant Challenge.
How Do You Stop Suffering From Marketing Amnesia?
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11. Enterprise Personalization: Data and Technology Challenge
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Enterprise Data
Missing
Inaccurate
Not integrated
Not owned
Not built around users
Not available for action
Enterprise Technology
Under IT control
Hard to enrich w/ data
Limited integration

12. Solving For Enterprise Scale Personalization
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13. New Capabilities Required For Omni-Channel Personalization
Action Layer –Real-Time & 1:1 Any Use Case/Channel
Decision Layer – Rules, Segments, Scores, Models
Identity Layer – Build, Sync and Stitch User Profiles
Integration Layer – Own & Unify (1st Party + Privacy)
Data Layer –Collect All Data (Online/OfCfsoitllee/cOt f-fline)
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14. 1. Collect Data Across Any Device or Touchpoint
Data Layer –Collect All Data (Online/OfCfsoitllee/cOt f-fline)
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15. Data Layer: Collect & Unify All Your Digital Data
User Agent/Browser
Page DOM/HTML
Product/SKU
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URL Parameters
Keyword
Campaign ID
Promo Code
Browser Type
Operating System
Screen Resolution
Device Type
Page Name
Site Section
Page/Content Type
SKU
Product Edition
Boxshot
Category
Cart
Order price
Order quantity
Discount Code
Total Cart Amount
CRM/Offline
Customer ID
Purchase history
Campaign history
Data
Layer
Cookies
New/Return
Visit Number
Time on Site
Pathing
Offsite/3rd Party
Demopgrahics
Ad history
Social Graph
In-Market details

16. 2. Integrate the Data To Maximize Ownership & Privacy
Integration Layer – Own & Unify (1st Party + Privacy)
Data Layer –Collect All Data (Online/OfCfsoitllee/cOt f-fline)
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17. Enterprise Personalization Requires Data Ownership + Privacy Control
Privacy: Enterprise personalization
requires managing and enforcing
privacy controls at a 1:1 user level
including all data and technology
Data Ownership: Enterprises need
to own all their data to enhance
data integration, reduce costs, and
enhance data actionability across
channels
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18. 3. Create and Stitch Profiles in Real-Time Across
Devices
Identity Layer – Build, Sync and Stitch User Profiles
Integration Layer – Own & Unify (1st Party + Privacy)
Data Layer –Collect All Data (Online/OfCfsoitllee/cOt f-fline)
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19. Personalization Is About Moving to 1:1 View Of Your Users
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20. Personalization Requires Building Omni-Channel User Profiles
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Display
Email
Social
3rd party
CRM
Datamart
Call Center
Financial
Advisors
Website
Mobile Site
Mobile App
User
Profile
Offsite
Onsite
Offline

21. You Also Need a Way to Stitch Together a Single View Of Your Users
Display Mobile Mobile Website Login
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UUID: S13u$7@
Email Website Form
UUID: x7d90@76

22. Merge Profiles to Gain a 360 View of the User Experience
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Displa
y
Mobil
e
Mobil
e
Displa
y
Displa
y
Email
Websi
te
Login
UUID: x7d90@76
Apply Business Rules on When to Merge Profiles

23. 4. Enrich Profiles With Real-Time Analytics & Calculations
Decision Layer – Rules, Segments, Scores, Models
Identity Layer – Build, Sync and Stitch User Profiles
Integration Layer – Own & Unify (1st Party + Privacy)
Data Layer –Collect All Data (Online/OfCfsoitllee/cOt f-fline)
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24. Convert Raw Data Into Real-Time Actionable Insights
Profile Segments
Propensity to Buy: High
Next Best Action: X-Sell
Customer Segment: Loyal
User Profile: Affluent Saver
Product Affinity: CD & Savings
Engagement Score: 71
Test Cell: 7xD9
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Profile Data
UUID: x7d90@76
Visit Number: 7
Most Recent Visit: 3/27/2014
Device Type: iOS
Browser: Mozilla 22.0
Geo-location: Austin
Customer Date: 8/2/2011

25. 5. Deploy In Real-Time Across Any Tag or Technology
Action Layer –Real-Time & 1:1 Any Use Case
Decision Layer – Rules, Segments, Scores, Models
Identity Layer – Build, Sync and Stitch User Profiles
Integration Layer – Own & Unify (1st Party + Privacy)
Data Layer –Collect All Data (Online/OfCfsoitllee/cOt f-fline)
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26. Ensighten to Maxymiser Integration
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Direct integration
Build and schedule data
imports
Create Profile merge
rules

27. This Is Where Ensighten Is Going With Our Platform…
Omni-Channel Personalization Platform
Collect -
Manage
Mobile
Privacy
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Action Layer
Decision Layer
Identity Layer
Integration Layer
Data Layer
Collect, Own, and Act On All Your Data
Build Your Own Data & Technology Stack

28. Building a customer relationship
• You don’t get to know someone in a day
• Collect data over time to create an
accurate picture of your customers and
their preferences
• Use that data to create relevant
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experiences
• Test multiple versions of personalization to
understand the positive or negative impact
of the experience

29. Use Case 1: Traveling from device to device
Searched:
Hawaiian Vacation Packages
Device Type:
Tablet
Trip Details:
2 Adults & 3 Children
2 Week Stay
Traveler Type:
Leisure
Lifestyle:
Family
Rewards Member:
No
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30. Use Case 1: Traveling from device to device
+8%
-4%
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+3%

31. Use Case 2: Browsing vs. Buying
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Browsing History:
• Device = Laptop
• View Recommendations = Yes
• Used Search Bar = No
• Add to Cart = No
• Checkout = Yes
• Device Type = Mobile
• Viewed Recommendations = No
• Used Search Bar = Yes
• Add to Cart = No
• Checkout = No

32. Use Case 2: Browsing vs. Buying
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33. Use Case 2: Browsing vs. Buying
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34. Copyright Maxymiser 2014
Recap
• Take your time and get to know your
customers
• Use what you have learned to build a
more personal experience
• Test and test again! You must understand
if your efforts to personalize are working

35. Questions?
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