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Gaining insights that drive revenue: How a CDP reveals customer truths_Agilone_Sun & Ski Sports

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Gaining insights that drive revenue: How a CDP reveals customer truths_Agilone_Sun & Ski Sports

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Gaining insights that drive revenue: How a CDP reveals customer truths_Agilone_Sun & Ski Sports

  1. 1. Gaining Insights That Drive Revenue: How a CDP Reveals Customer Truths Jennifer Skeen, SVP, Omnichannel & Marketing at Sun & Ski Sports Omer Artun, CEO, AgilOne
  2. 2. The right customer experience relies on how well you know your customer
  3. 3. • Foundation of clean, intelligent customer data • Analytics enabling true understanding of the customer • Ability to activate data for all marketing, advertising, and customer-facing teams Why a Customer Data Platform?
  4. 4. • Outdoor Adventure Sporting Goods & Apparel, Casual Apparel and Footwear, Ski/Snowboard/Bike Services. In 3 stores Patio Furniture • 31 Brick-n-Mortar Stores + 1 Website • Categorization of Stores: • Resort Mountain Stores • Mall Stores • Destination Stores • Customer First Culture- approachable, knowledgeable and relevant
  5. 5. • Customer Data Profile (360° view of customer) • Campaign and Marketing Analysis • Affinity Reports- Merchandise, Categories, Brands, Services • Personalization & Segmentation of customer experiences • Connection of customers from market to market (non-resort to resort store shopping behavior) Importance of CDP
  6. 6. • Using AgilOne, created reports of customer contact capture and high repeat customer profiles that fall outside of normal customer behavior. • Education of the Executives, District Managers, Store Managers, and stores associates of the importance of accuracy over quantity. • Regular reporting and re-training when more than the 2 agreed upon generic profiles are used. • An important outcome of this culture change in how we measure capture of data is the tracking of our marketing as it relates to resort store in our non-resort markets. Quality Data vs Quantity
  7. 7. • Winter Catalog – Top performing direct mail piece of the year • Improved revenue by 50% with improved relevancy and understanding of audience with AgilOne. • Match back analysis and hold out groups to measure lift are key to learning about our effectiveness. • Weekly reports can be generated vs pre- AgilOne CDP only generated after campaign completion and took weeks after. Relevancy & Optimization of Spend
  8. 8. Mobile Stor e Ecomm Community GEC Social Event UnderstandKnow Engage Build single view of the guest Enrich guest data with relevant info Analyze, segment to understand Build relevancy models Deliver highly personalized 1x1 experience Scaling Authentic Customer Relationships
  9. 9. Chat with us at booth #4045 to learn more

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