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Measurecamp LDN 18 - Customer journey: Marketing clouds vs Customer data hubs

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Previously worked with Adobe and now working with Teradata, I will present the benefits of both worlds and share some insights about previous projects and numbers.
Friendly discussions & challengers welcomed!

Tags: #CustomerJourney #BigData #Teradata #MarketingCloud #Adobe

Published in: Technology
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Measurecamp LDN 18 - Customer journey: Marketing clouds vs Customer data hubs

  1. 1. Insert Partner Logo The Customer Journey: Marketing Clouds vs Customer Data Hubs MeasureCamp London 2018 Marc-Anton Clavel, Business Analyst 17/03/2018
  2. 2. 2 Insert Partner Logo Teradata Business Analyst @W0nvel Marc-Anton Clavel
  3. 3. 3 Insert Partner Logo • The Customer Journey Overview • The Vison & Company goals – Benefits of Marketing Clouds – Benefits of Customer Data Hubs • Driving Business Outcomes with Analytics • Projects examples & numbers • Q&A © 2018 Teradata Agenda
  4. 4. 4 Customer Journey Overview
  5. 5. 5 Insert Partner Logo Customer browses online or seeks advice in branch Customer activity not recorded, or captured too late to act The Challenges we See Poor understanding of customer needs, and intent, or, simply ignored Chances to act on customer needs missed, or wrong offers made It’s not easy to buy or access services The customer is unhappy, they leave Sales revenue is lost Customers become detractors, they tell others The Customer abandons their journey
  6. 6. 6 Insert Partner Logo Customer browses online or seeks advice in branch Interactions are captured in real time How the Challenges need to be addressed Real time insight and decisions determine how we act The customer gets the right offers and messages in every channel We make it easy to buy and access services Customers are happy and are more loyal Sales revenue grows Customers become advocates, they tell others The Customer is helped on their journey
  7. 7. 7 Insert Partner Logo Activating and Shaping the Customer Journey Moments Really Matter Source: Think with Google “You’ve got to start with the customer experience and work back toward the technology – not the other way around” Steve Jobs In these moments, consumers want what they want, when they want it, they are drawn to brands that deliver on their needs Be there Be Useful Be Quick
  8. 8. 8 The Vision & Company Goals
  9. 9. 9 Insert Partner Logo The Vision Centralize intelligence to be the brain and central point of orchestration for the Customer Journey Human Social Events Usage Store Application Location Online Connected Customer 360 View
  10. 10. 10 Insert Partner Logo Customer Driven • Customer-centric • E.g., Large Deposit • Significance and relevance • Timely contact • Multi-Channel • Inbound & Outbound Business Value based around Customer Centricity Vision Business Value Complexity Targeted Campaigns • Product-centric • E.g, Loan Acquisition • Propensity & Segmentation • Bank Agenda Customer Moments • Customer-centric • Contextual • E.g., Browsing Mortgage rates • E.g., Looking at cancellation T&C’s • Real time Decisions • Inbound & Outbound • Customer Experience Current State Target State
  11. 11. 11 Insert Partner Logo Automation and Hyperscale Critical Their Journey – What it Meant Activation Level Targeted Customer Driven Customer Journey Targeting Focus Product Push (Segments & Propensity Models) Customer Needs (Event Triggers) Customer Moments (Contextual Triggers) Number of Campaign or Message Types <100 100’s 1,000’s Channel Integration Batch (Outbound and some Inbound) Real Time (Outbound an Inbound) Real Time (Outbound, Inbound, Contextual Decisioning) Data Timeliness Monthly/Weekly Daily / Intra day Real Time Decision Complexity Rules & Models Rules, Models and Events Rules, Models, Events Arbitration, AI Personalisation Segment Based 121 121 Dialogue Based Value Optimisation Volume & Product Value Focused Customer Value Focused Dynamic Strategy Balancing Customer Value & Experience Response Rates <2% ~10-30% 30%+ Activation requires Automation
  12. 12. 12 Insert Partner Logo Top Players: • Marketing clouds work like factories: focus is on output & productivity • Marketing clouds are often focus on Design, Assets and Content • Marketing clouds have a strong B2C focus The Benefits of Marketing Clouds What are Marketing Clouds?
  13. 13. 13 Insert Partner Logo Top Players: • Customer Data Hubs work like factories: focus is on interactive actions & strategic priorities • Customer Data Hubs focus on Data, Integration and Real-Time • Customer Data Hubs have an enterprise scope (not channel specific) © 2018 Teradata The Benefits of Customer Data Hubs What are Customer Data Hubs?
  14. 14. 14 Driving Business Outcomes with Analytics
  15. 15. 15 Insert Partner Logo > Connected Interactions Customer interactions executed flawlessly at every touchpoint on the customer agenda: right message, right time, right place Know me and serve me at every interaction point Business Outcomes: ✓ Revenue Growth ✓ Business Efficiency ✓ Improved Experience Connecting the Customer Journey Connected Analytics Rapidly convert data into insights to inform the strategy and make the best customer decisions Connected Data Access and connect all data to fully understand every customer journey
  16. 16. 16 Insert Partner Logo • Metrics need to be relevant for business so that they can take action • Business is not always digital- savvy and need information about brick & mortar performance/impact • C-level executives don’t care about the performance of a banner ad but about the program’s impact on the company Business-focused metrics
  17. 17. 17 Insert Partner Logo • A Customer Journey is rarely 100% digital • Cross-channel pathing analysis is not easy on Marketing Clouds © 2018 Teradata Journey & Path Analysis
  18. 18. 18 Project examples and numbers
  19. 19. 19 Insert Partner Logo ACCESSTARGET TRIGGER SCALABILITY VISIBILITYOPTIMISE INBOUND HUB JOURNEY NEXT STEP ATTRIBUTE LEARN REAL-TIME A Tour of the Customer Journey
  20. 20. 20 Insert Partner Logo MARKETING CLOUDS: Immediately send base on rule (e.g. cart recovery email) CUSTOMER JOURNEY: Can be sent based on multiple rules from Digital & off-line data, such as: • Abandonment frequency • Stock information • Online/Offline purchasing history • Other journeys priorities Example: abandoned cart/session Use Case: TRIGGER
  21. 21. 21 Insert Partner Logo $12m dollars of incremental profit in first 12 months, 1000’s of sales delivered via personalized messaging Digital Integration starting with Online Abandoned Cart Retail Bank Case Study CHALLENGE OUTCOMESOLUTION • Tag free, real-time data capture solution deployed to web (incl. internet banking) • Solution loads data to warehouse every 2 minutes • Data is integrated to provide 360o customer view and is available to CRM tools • Breaks, issues, and service failures identified • Business rules set up to identify customers that abandon a purchase • Triggers set to generate multi- channel, personalized contacts Inability to identify which customers abandon purchase, but reporting showed this occurred often Retail bank aiming to contact customers that abandon purchase journeys Digital data re-used to address a wide range of customer experience and sales process issues Acquisition & Cross Sell Personalize Cross Sell Offers based on Browsing Behaviour Financial services 360o View
  22. 22. 22 Insert Partner Logo MARKETING CLOUDS: Contact rules must be written into selection criteria (segments) CUSTOMER JOURNEY: Ensure executing this journey is not too many contacts or too soon: • Priority of the Journey • Best customer/lead for journey • # of current journeys Use Case: OPTIMISE Example: Setting Journey cadence
  23. 23. 23 Insert Partner Logo Identification of 10% spend savings without loss of sales plus a number of additional insights Retail Case Study/Reference Example : Marketing Spend Optimization CHALLENGE OUTCOMESOLUTION Capture of digital advertising inbound referrals across brand websites and mobile devices. Unknown to known customer tagging. Integration of digital advertising referrals with direct marketing contact history and sales outcome data. • Identification of buying journeys through Marketing and Advertising prior to purchase • Attribution Models trained to determine impact of each ad on sales outcomes • Multi million $ media spend across multiple media: affiliates, search, direct, etc • Inability unpick effects of each when customers see multiple adverts before buying Fashion retailer aiming to optimise marketing spend across different media by understanding the impact of each • How to optimize placement and content of different ad types along the buyers journey • Determine where to re-invest media budget to maximise sales Acquistion & Cross-Sell/Up-Sell Retail Marketing Attribution 360o View
  24. 24. 24 Insert Partner Logo MARKETING CLOUDS: Content, recommendations, ads based on average of all anonymous site visitors. CUSTOMER JOURNEY: Real time profile, scores, offer based on real time context, offline history, total relationship Use Case: INBOUND Example: Product recommendation
  25. 25. 25 Insert Partner Logo >>$50m in incremental profit delivered via incremental click through and conversion rates Real time Personalisation Retail Banking Case Study CHALLENGE OUTCOMESOLUTION Web browsing data captured in real time at a granular level Existing targeted offers available via other channels captured Customer profile and transactional data Real time integration of customer browsing with profile data Mapping of unknown to known interactions as the customer authenticates • Business rules applied in Real Time to id eligible offers for each customer • Machine learning & arbitration select next best offer • Messages presented in Real Time • M’s of customers interacting Online on a daily basis, but largely receiving a vanilla experience • As activity migrates from Branches to Online, sales & service opportunities being missed Retail Bank looking to Personalize the Digital Experience for Customers • Deliver a broader mix of Service and Sales aligned to customer journeys • 50-70x increase in click through rates over untargeted offers • M’s of personalizations executed in <50ms daily Acquistion & Cross-Sell/ Up-Sell Retail Banking Real Time Interaction Management 360o View
  26. 26. 26 Insert Partner Logo MARKETING CLOUDS: Follow-up is a manual, separate campaign CUSTOMER JOURNEY: Automatically & individually advance customer to next journey step based on response to last interaction: • go on to next step of journey or terminate • re-score customer • pause & monitor journey • declare journey successful & stop investing budget • switch to different journey Use Case: JOURNEY NEXT STEP Example: Setting Journey cadence
  27. 27. 27 Insert Partner Logo 3X the industry standard for customer retention improves revenue CHALLENGE OUTCOMESOLUTION Teradata marketing solutions allow complex analytics on large amounts of player data Each user experience is an event in a JSON file that goes to Teradata marketing solutions for analysis Real-time analysis lets the company deploy changes to games while users are still playing, leading to better engagement Improving the user experience resulting in a 75% retention rate that’s triple the industry standard Engage gamers through a better user experience Detailed data needs to be analyzed to explain user behavior. Goal is to increase engagement Customer Retention Enterntainment Real Time Interaction Management Customer Retention Optimisation Gaming Case Study
  28. 28. 28 Q&A – Feedback @W0nvel @Teradata
  29. 29. 29 © 2018 Teradata

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