Harnessing Data and Analytics to Personalise Customer Experience
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What does Personalisation really mean in the context of Customer Experience? How do you do it effectively? As customer expectations continue to rise. How can you, as a marketer, keep your company relevant by making each customer experience personal? This presentation is from my talk at the Vibe Marketer's Fest in Dubai, 5-6 November, 2019.
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Harnessing Data and Analytics to Personalise Customer Experience
- 1. Harnessing Data and Analytics to Personalise Customer Experience Namrata Balwani Marketing and Customer Experience Consultant www.namratabalwani.com @mysti namratabalwani www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 2. How did she find her husband? 1.5 Mn population – 35 potentials based on data Quantitative Futurist Professor at NYU Stern Founder, FutureToday Institute Author of 4 Books www.namratabalwani.comThe Intersection of Business, Marketing & Technology
- 3. 72 Attributes desired TopTier and SecondaryTraits WithWeighted Scores Loves to really travel. Not cruise-ship travel. Mac person preferred over PC person. Likes jazz. Likes jazz only from the 1920s to the late 1940s. Scoring System: 1000 pts+ = top choices www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 4. Scanned competition Created 10 different personas of men New personal profile. Most popular profile. Collected data – qualitative and quantitative Found one potential – 1050 points+ www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 5. www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 6. Which one area is the single most exciting opportunity for your organisation in 2019? Econsultancy Digital Trends 2019 Respondents 1,421 www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 7. What are the top three marketing-related challenges most likely to keep you awake at night? Econsultancy Digital Trends 2019 Marketer Respondents 1,098 www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 8. How concerned are you about the following potential business threats to your organization’s growth prospects? PWC, 22nd Annual CEO Survey www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 9. www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 10. Cool or Creepy? Accenture Pulse Check, 2018 www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 11. CX In UAE KPMG, CX Excellence 2018 44 Brands, 1500+ Customers www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 12. GettingThere 1 Understand Personas 2 Identify Needs, Gaps, Problems 3 Single Customer View 4 Personalisation Design www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 13. CONTEXT www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 14. www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 15. Basic Personalisation Is Not Good Enough Help the customer through the buying journey - help find a better deal, same time, provide info they didn’t have before, make the purchase process easier www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 16. Opt-Ins • Use opt-ins to encourage customers to willingly share information • Proactively use surveys & other methods • Collect more information to infer high value moments. • Provide a better experience that shows the value exchange. www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 17. Virtuous Loop CUSTOMER EXPERIENCE • Every Interaction Matters • People And Product • Micro-experiences POSITIVE CX CAN MEAN ● Customers Willing to Pay More ● AwarenessTo Advocacy ● Brand Advocates Spend More ● LeadsTo More Referrals www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 18. Single CustomerView • Unify Customer Data • Capture interaction across channels and devices • Seamless engagement • Challenges • Legacy systems • Poor Data Quality • Organizational Silos • Data “Readers” • Shifting Customer Preferences • NewerTechnology • How to overcome? • Customer Journey Planning • Integrate Data • Customer Identity Matching • Always-On Journey Pointillist www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 19. www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 20. www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 21. Personalisation INSIGHTS: IDENTIFY CUSTOMER PERSONAS, BEHAVIOUR COMMUNICATION: CREATE PERSONALIZED ADS/ CONTENT STORYTELLING: CREATE A NARRATIVE BASED ON THE JOURNEY TARGETING: TARGET THE RIGHT AUDIENCE AT THE RIGHT TIME IN THE RIGHT CONTEXT MEASUREMENT: MEASURE THROUGH THE JOURNEY www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 22. But I Have No Data! It’s Not All Or Nothing www.namratabalwani.comThe Intersection of Business, Marketing & Technology
- 23. 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00 Ad A Ad C Ad B Ad D Testing Creative Limited creatives Change in headline only Results Cost Per Result www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 24. Content Personalisation AE AE AE AE AE AE AE AE AE AE AE 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Organic and Paid - Traffic and Revenue Organic Sessions SEMSessions Organic Revenue SEMRevenue Keyword Searches – Internal Data – Personas – Content Creation – Relevant Retargeting – Increase in website traffic – Conversions Organic traffic gives strong results in direct bookings, with personalized content, for this hotel brandPhoto by Simon English, Guilherme Stecanella, bruce mars on Unsplash www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 25. • Track keywords and content preferences • Customised page content • Track website navigation journeys • Set-up a lead scoring model • Used personalized content to drive lead nurturing – increase in open rates • Based on content interaction and engagement, lead scoring model adapts • Needs Analysis by sales teams – contextual selling Orchestrated Journey Fitness Brand www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 26. • Understanding the emotional journey - when you join a gym, you want to get fit. But it could be that you have a wedding coming up, or you’ve just had a baby or you have a goal to hit before your birthday arrives. • Better intelligence so that we don’t just sell a gym membership; we talk about the experience, their emotional needs and ask ourselves: how do we meet those? • Linking online to offline (O2O) – Customers, Trainers, Coaches - their interaction in real life to online experience • Higher conversions & reduced churn Orchestrated Journey Fitness Brand www.namratabalwani.com The Intersection of Business, Marketing & Technology
- 28. The Intersection of Business, Marketing & Technology www.namratabalwani.com Jeremy Nguyen
- 29. ThankYou. Q? Namrata Balwani Marketing and Customer Experience Consultant www.namratabalwani.com @mysti namratabalwani www.namratabalwani.com The Intersection of Business, Marketing & Technology
Editor's Notes
- “Either I have an extremely sophisticated data strategy, with multiple data inputs, complex tech infrastructure, or I should keep doing what I do today”.