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iStrategy Melbourne - Customer Relevance: The Next Frontier for Competitive Advantage Jason Juma-Ross, Accenture Interactive


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The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.

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iStrategy Melbourne - Customer Relevance: The Next Frontier for Competitive Advantage Jason Juma-Ross, Accenture Interactive

  1. 1. Relevance, scale & speedJason Juma-Ross@ideasocCopyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
  2. 2. Copyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
  3. 3. Relevance works Improvement in Conversion Rates Net Revenue Improvement Percentage Improvement vs. Base 90% 90% 70% 79% 70% 66% 50% 50% 50% 52% Net Rev. 30% +18% 30% Orders 31% 10% +7% 10% 17% 18% -10% -10% Projects Example ProjectNB. Typically, projects are designed to optimise a stage in the online transaction process, such as click through from a promotional microsite into atransactional process. The order or purchase process resulting from improved click throughs can also be measured and net revenue improvementsmodeled. The results shown are from a series of typical projects in the APAC region executed between 2005-2009.Copyright © 2012 Accenture All Rights Reserved. 3
  4. 4. Business outcomes vary enormously Sales Service Stuff…. Mobile postpaid sales on-line Mobile postpaid self-service customers Service attach rate 35% 55% 23% 22% 12% 14% 9% 3% 1% Operator X Average Top Operator X Average Top Operator X Average Top Performer Performer Performer Web sales capability in place Product complexity Service attach rates increasing growing Web adoption Web adoption low But not fast enough low, SAC/SRCs remain PTS market rapidly evolving highCopyright © 2012 Accenture All Rights Reserved. 4
  5. 5. Barriers to delivering relevance• The knowing-doing gap• The technology gap• The culture gapCopyright © 2012 Accenture All Rights Reserved. 5
  6. 6. The knowing-doing gap What we say… What we do… Unrealised potential Dynamic, granular or one-to-one Personalisation drives better 1 interactions & higher conversion 5 segments segments optimised for outcomes Allocate budget to digital & 10% on digital Higher overall ROMI and more 2 interactive; less to traditional (up from HOFA) intelligent allocations Building a multi-channel Design an omni-channel delivery 3 customer experience Mobile app. around customer touch-points Explore social for content We’re engaging with the user 4 in social media channels Facebook page creation, service, sales , & engagement Big data is a core plank in our Reengineer legacy data strategy 5 customer strategy Unstructured data pilot from the ground up Investing in our analytics & Real-time optimisation integrated 6 data-driven marketing BI & reporting team to business processCopyright © 2012 Accenture All Rights Reserved. 6
  7. 7. The technology (& scalability) gapOur customers demand a more granular and continuous content and functionalitydevelopment cycle than is possible in the current paradigm New Paradigm Complexity Dimensions Platform based, componentised dev., 5 Cust. Segments 12,150 Treatments flexible architecture with analytics linking 2,430 content, usage, and 3 Channels value + Relevance 6 Regions 810 Current Paradigm 1,350 Monolithic web 27 Brands development & digital Current supply chain. Analytics 5 Treatments used primarily for 5 Product categories reporting purposes 1 Treatment Unit Delivery Cost +Copyright © 2012 Accenture All Rights Reserved. 7
  8. 8. Lagging Leading Emerging STATIC ‘ONE-SIZE FITS SYSTEMATIC, SCIENTIFIC AGILE, INTELLIGENT ALL’ WEB SITES OPTIMISATION DELIVERY Search Social Display Personalisation (HTML) Web Skin Core Systems Componentised (Aligned) (HTML Layer) Architecture Search Social Display Foundational Components Intelligence Driven (Analytics) Intelligent Adaptation Analytics Applications, (Reporting) transactional, and service platforms Customer Data CloudCopyright © 2012 Accenture All Rights Reserved. 8
  9. 9. The culture gapInternal barriers External barriers• Internal siloes • Privacy expectations• Management misalignment Which is more important to you?• Last-century legal structures 66 Companies presenting me 61 relevant offers 64 34 Companies no longer tracking 39 my website activity 36 UK USA Total 0 10 20 30 40 50 60 70Copyright © 2012 Accenture All Rights Reserved. August 2012, n = 2,000 UK & USA online respondents. Accenture Research 9
  10. 10. INTELLIGENT DIGITAL PLATFORM Channels Marketing Dashboard Web Mobile Kiosk Gaming Digital Exp Dashboard Cross Channel Publishing Center Digital Optimization Layer Advertising Profile Enzgine ADO Rendering Rules Intelligent Meta-Data Website Plug-in Syndication Plug-in Display Advertising Display Advertising Management Reporting Advanced Profiling Email Plug-in Search Plug-in Mobile Plug-in Plug-in Mobile Advertising Analytics Paid Search Offline Attribution Management Campaign Analytics Email Analytics Search Analytics Analytics Video Analytics Optimization Analytics Integrated Digital MMM Integration Shopping Analytics Web Analytics Display Advertising Analytics Syndication Marketing Non-Advertising Site Advertising Campaign Trigger Marketing Lead Management Email Marketing Management External Services Content Management Customer Profile Profile Web Workflow Aggregation Corporate Dictionary Registration Account Reverse IP Lookup Meta-data Translation Campaign Asset Profile Profile Data Management Management Integration Census Authoring Publishing Localization Advanced Profiling Commerce Portal, Presentation & Access Common Services Product Catalog Template Internationalization Accessibility Buy it Now Management Specifications Schema Survey Validation Services Session-State Site Layout Loyalty Management FAQ Ratings / Reviews Catalog Management Viewpoints Search Social Media Contact Us Commerce Basic Blog Ratings / Review Submit Code Order Management Payment Help Advanced Wiki Chat Content Life Tools Order Capture 3rd Party Commerce Social Network Viral Marketing Integration Faceted Integration CDN Product Guides Referrals Architecture Services Mediation Security Infrastructure Exception Handling Audit Logging Caching Services Data Access Consumer Data Services Services Services ServicesNB: for illustrative purposes onlyCopyright © 2012 Accenture All Rights Reserved. 10
  11. 11. High level solution design for intelligent digital Data & Business Presentation Customer Customer Analytics Tier Tier Interface Segments Actions > Content & Services > Templates > Security & Standards Ten essential ‘how to’ components ① Put the customer at the centre of design ⑥ Deploy complementary assets to drive integrated customer communications ② Use analytics to continuously optimise for business and customer outcomes ⑦ Monitor site integrity and optimise for search, social and mobile customers ③ Deliver a tiered, secure, architecture capable of adapting and scaling to ⑧ Deploy experienced on-site teams to changing needs design and manage design and delivery ④ Surface the right, device-appropriate ⑨ Leverage efficiencies of an content for each user offshore, virtualisation, & cloud services ⑤ Utilise native or third party widgets as ⑩ Adopt an 80/20 approach to innovation components driving the user experienceCopyright © 2012 Accenture All Rights Reserved. 11
  12. 12. Relevance = business de-averaged 1960 1980 2000 2020 Broadcast Paradigm Intent Paradigm Campaigns Demand Campaign Demand Profile Profile Population Population Demog. Simple Single Uniform Intent Multiple Fragmented Campaign Segment Offer Channel Campaign Segments Offers Channels Relevance Local Mobile Social Bundle Search Web eDM/DM IPTV, etc Hindsight based business Relevance, scale, & speedCopyright © 2012 Accenture All Rights Reserved. 12