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Provoke: Achieving enhanced personalisation through big data – David Sigerson, Sitecore

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David Sigerson, Sitecore Business Optimisation Services (SBOS) Consultant at Sitecore, talks about big data and marketing personalisation

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Provoke: Achieving enhanced personalisation through big data – David Sigerson, Sitecore

  1. 1. Achieving enhanced personalisation through big data Are you ready for “Internet of Me" Presented by // David Sigerson Sitecore Business Optimisation Services (SBOS). 15 July 2015
  2. 2. Which one has BIG DATA?
  3. 3. We share over 95% OF GENES 3
  4. 4. The amount of data passed to the brain via sensory organs is THE SAME 4
  5. 5. Which one has BIG DATA? 5
  6. 6. It’s not the amount of data but the way it is encoded to make sense of the world that makes the DIFFERENCE 6
  7. 7. 7 We got smart building mental representations of others driven by SOCIAL INTERACTION
  8. 8. 8
  9. 9. 9 We didn’t get smart by being good at science, although that is a useful SIDE EFFECT
  10. 10. 1010 CUSTOMER EXPERIENCE MANAGEMENT EXPERIENCE The sum of total conscious events. Oxford Dictionary CUSTOMER EXPERIENCE “The customers perceptions and related feelings caused by the one- off and cumulative effect of interactions with a supplier’s employees, channels, systems or products”. Gartner,2014 CUSTOMER EXPERIENCE MANAGEMENT The practice of designing and reacting to customer interactions to meet customer expectations and this, increase customer satisfaction, loyalty and advocacy. Gartner,2014 Source: Gartner , 2014
  11. 11. The Challenge: Random Customer Journeys Visit website Search many dates Research routes Search vouchers Google Get quotes Search aggregator Chat online with CS Open email Compare Sign up for newsletter I want to buy… How do I decide? Visit competitor websites Mobile Apps Ask friends Random Acts of Marketing Review sitesClick on ads 11
  12. 12. 12 Step 1: Data/Knowledge is spread across the organization CRM Social Media Customer Support Website POS Apps
  13. 13. xDB was built specifically for Customer Experience data CRM Social Media Customer Support Website POS Apps 13 Sitecore xDB
  14. 14. 14 Sitecore’s Unified Platform makes it possible Integrate with business systems or other sources Collect and Connect actionable customer data Analyze, get insight, make decisions and automate Manage content, information and assets Personalize messaging across all channels
  15. 15. 15 Modern personalisation is about linking together systems to build CHAINS OF MARKETING
  16. 16. The Challenge: Random Customer Journeys Visit website Search many dates Research routes Search vouchers Google Get quotes Search aggregator Chat online with CS Open email Compare Sign up for newsletter I want to buy… How do I decide? Visit competitor websites Mobile Apps Ask friends Random Acts of Marketing Review sitesClick on ads 16
  17. 17. Google vendors Purchase using promotion Google competitors Free trial Download Whitepaper Chat online with CS Watch video I want to buy… How do I decide? Visit vendor’s website Read 3rd party review Receive email offer Orchestrated Marketing Visit Facebook page and Like Ask peers The Opportunity: The Orchestrated Customer Journey 17
  18. 18. Case Study easyJet
  19. 19. 19 Use of Sitecore Campaign Personalization Rules Based Personalization Booking History Personalization Systemic Personalisation
  20. 20. 21 Outcomes “During the easyJet January Sale, easyJet’s biggest to date, the personalised homepage helped fill two planes every minute” 20% bookings increase.
  21. 21. 23 THE FUTURE OF MARKETING
  22. 22. 24 Modularisation will evolve to AGENT-BASED INTELLIGENT MARKETING
  23. 23. 25 The future for marketers is a MARKETING EXOSKELETON Tools that translate human marketing thoughts and strategy into more powerful ACTIONS
  24. 24. 26 If you want to learn more about improving customer experience Check out www.Sitecore.net www.connecttheexperience.com Email me: David Sigerson, dvs@Sitecore.net

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