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Markus Gerlitzki - Current Challenges in Personalization

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CRM expert Markus Gerlitzki presents "Current Challenges in Personalization".
Structural challenges, organizational challenges, technological challenges and more are covered for the journey to consistent, effective personalization.

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Markus Gerlitzki - Current Challenges in Personalization

  1. 1. Current challenges in Personalization
  2. 2. 1: n 1: 1 Current Status and Challenges
  3. 3. Goals & Strategy are often missing Get the Top Management Buy In Define (measurable) Goals Upsell Cross-sell Churn reduction Retention CLV Uplift ROI ฀ Business Case Create strategy Customer Growth Cost reduction Automatization Customer aquisition Customer Lifecycle Strategy Coupon Strategy
  4. 4. Necessary Skills are not available in-house Get the right skills inhouse Source: https://medium.com/making-meetup/t-shaped-engineering-on-meetup-pro-1e0a38df7f5b Put the right people into the drivers seat Be prepared for the organizational change
  5. 5. Organization is still working in silos CEO Marketing Business Intelligence Product Management IT PMO Build a strong cross functionaland cross channelTeam with an agile approach
  6. 6. No crystal clear process management
  7. 7. Missing responsibility for building the infrastructure Google Metasearchcoops Display/ Remarketing eMail Customer Service Push Notification TA-MailsAPPWebsite CMSAEM xlsSAP DWH SAP CRM Customer Service ResponsysDMPTarget User Interface Campaigns Data sources CustomerDatabase Onsite Analytics
  8. 8. Lack in data collection and definitions of KPI´s / Segment data Who`s your Customers? What is their behavior about? Where do they browse? What is their value? What will they do in the future? Cross Categories Newsletter Share of Wallet Frequency Churn Customer Lifetime Value Frequency Recency Basktes Coupon Usage Discounts Referrer Search Category Payment Mode Categories Newsletter Subscriber Daytime of Order Origin Age Gender Income Education
  9. 9. Summary Lack in data collection and definition of KPI´s / Segment Data Data Organization is still working in silos Organizatio n Goals & Strategy are often missing Strategy Necessary Skills are not available in-house Resources No crystal clear process management Process Missing responsibility for building the infrastructure Infrastructu re
  10. 10. Implementation process Buy In1 Convince your top management to invest Infrastructure4 Check technical infrastructure (1 fits all vs. Best of breed) Profile Data2 Deepdive customer segmentation and build user profiles Journey3 Build customer journey´s Ideas5 Create multichannelideas Prioritization6 T-Shirt size and prioritization Technical Impact7 Determine impact on technical infrastructure Team Setup8 Create a cross functional team and hire the right people Process9 Setup a process management e. g. in Jira
  11. 11. One to One One to Many (Brand & MassCom.) Product NL One to Some One to Less Theme NL Event NL Special NL Products Introduction Collection Push Trade Shows, Partys Expansion of Assortment Leads New Customer Active Customer Inactive Customer Lost Customer Sign-Up Strategy Welcome Cycle Loyalty & Bonus Churn Risk cycles Winback cycles Abandoned Browse Abandoned Cart Post Purchase Reco Reco NL Transactional Message Cross Sell Up Sell Clear Stock Product Cat. Offer Top Customer Gift & Incentives Cross Channel Personalization Campaigns
  12. 12. Thank You

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