A full view of the consumer in Marketing, Service, and Ecommerce, leads to enhanced shopper experiences. Learn how Gall & Gall uses Marketing Cloud to implement a personalisation and segmentation strategy. Salesforce Dreamforce to You Netherlands

1. Presenting for
you today:
Anneke Bokkinga,
Program Manager Salesforce
Welcome
Come in and learn how we use Marketing Cloud to
implement our personalization and segmentation
strategy. Join our journey. Get insights into our
learnings and initial achievements and get a
preview on how in the future a full customer view in
Marketing, Service and Ecommerce will lead to
enhanced shopping experiences.
Marit van Rozendaal,
Loyalty Specialist

2. Transform the
Business
Salesforce
Multicloud
@ Gall & Gall
Dreamforce2U

3. No order too big…
No order too small..
No order too far…

4. The last years.…..

5. …..we gattered more and more data
about our customers

6. However………

7. ……..data was scattered

8. So we selected the Salesforce Multicloud to enable Each Stage Of The End-to-end
Customer Journey
Deliver an exceptional experience by learning from
our customers every single day.
-Salesforce Service Cloud-
Deliver the right message, to the right customer, at the
right time, through the right channel by making customer
insights actionable.
-Salesforce Marketing Cloud-
Deliver seamless and personalized shopping
experiences across all channels—digital, mobile,
social, and store.
-Salesforce Commerce Cloud-

9. Now we have a single view of the customer
in service cloud
SINGLE VIEW OF
THE CONSUMER
AI & Einstein
Real-time consumer data model
Marketing, Inline, Service
CommerceCloud
MarketingCloud

10. Presenting for
you today:
Anneke Bokkinga,
Program Manager Salesforce
Welcome
Come in and learn how we use Marketing Cloud to
implement our personalization and segmentation
strategy. Join our journey. Get insights into our
learnings and initial achievements and get a
preview on how in the future a full customer view in
Marketing, Service and Ecommerce will lead to
enhanced shopping experiences.
Marit van Rozendaal,
Loyalty Specialist

11. “
11
Chet van Ingen
Email Specialist
Gall & Gall
Kunal Modi
Solution Architect
Salesforce
Franka van Dijk
MC Consultant
Newcraft
Arthur Noort
Consultant
Newcraft
Meat the Lean & Mean MC team

12. How we
use MC
and all its
studio’s
and
builders
12
Email Studio
Mobile Studio
Social Studio
Advertising Studio
Web Studio
Analytics Builder
Journey Builder
Content Builder
Personalisation Builder a.k.a. Einstein
Audience Builder

13. Improve
Personalisation
and Engagement
in emails
Getting it right.
A tailored
Customer
Experience
Migrate as-is
situation to SF
plus additional
Quick wins
(MVP)
Use data to
Drive Loyalty
Program
1
2
3
4
5
6
Automate
Personalisation and
Segmentation in
Email
Go live with all
email sends
Our Journey
Explore and
prepare

14. Improve
Personalisation
and Engagement
in emails
Getting it right.
A tailored
Customer
Experience
Migrate as-is
situation to SF
plus additional
Quick wins
(MVP)
Use data to
Drive Loyalty
Program
1
2
3
4
5
6
July SeptemberAugust October DecemberNovemberJune
Automate
Personalisation and
Segmentation in
Email
Go live with all
email sends
Q1 & Q2 2019 Q2 & Q3 2019 2020
GO LIVESoft launch
Ip Warm Up Validation of
Clusters
Taste Profile
Onboarding Journey
Personalisation
Builder
MayPreparation
Our Journey
Explore and
prepare
Data Science Project

15. Having Data available in Marketing Cloud

17. Using the Data (still quite manually)
The Results
Open Rate +10,2%
Click to Open Rate +78,7%
Revenue +34%

18. Automating the use of Data
vs
“Plug and Play”
Part of Marketing Cloud
Customer Click Activity
Unlimited Features
More control over the output
More on customer than product
&

19. Recommendation should include different ruling
Recommender
Propensity
to buy
(based on
customer and
lookalikes)
Business
logic
(like seasonality,
volume, margin)
Retail
Calendar
(strong
promotions)
Customer
Behavior
(clicks, email
engagement,
browsing)

20. Country preference
based on Apollo
Segmented Theme
Block based on Apollo
Product Recommendation
by Apollo
Einstein Product
recommender
Content Block Driven by
Marketing Cloud
Personalised Rescue Box
based on Click behavior ?

21. What did
Salesforce
Marketing Cloud
Bring us?
● Email Marketing in house
● Contact Strategy
● Way of working
● Learning by doing
21
Change
Adding team members, expertise in house, learning about our customers,
understanding our database, having and truly feeling ownership,
improved email stats and reduced lead times.
Instead of only newsletter we are adding new layers like Journeys,
Customer Life Cycle Campaigns and Triggered Sends.
As a business team we are now working agile with weekly sprints
and periodic demo’s so all we do is transparent and it gives us a
sharp focus.
And being allowed to make mistakes

22. Messing up -
and learning a
lot from it.

23. What did
Salesforce
Marketing Cloud
Bring us?
● Data
● Email Behavior
● 360 Customer view
23
Insights
What does your database look like?
Einstein Email Engagement Scoring, tracking links with the Link Alias
and building knowledge on who prefers what type of content
A customer view available for all disciplines working on Salesforce.

24. What did
Salesforce
Marketing Cloud
Bring us?
Click Rate
Unsubscribe rate
Conversion (online)
24
Results
+10 %
-12.7 %
+ 38.89 %
+ 2.9 %
High engagement Business value
AOV
Customer value
Gathering Feedback
Being more relevant

25. What not
(YET...)
● Limited reporting
● NOT a drag and drop tool
● Dynamic content only goes so far
● Customization will prompt challenges
● Journeys don’t interact
● User Experience in the tool
● No way to properly structure, monitor and archive
your A/B tests
● GA 360 only available in Journey Builder
25
Learnings

26. Thanks for your attention
Any questions? Feel free to ask them now or come find us later
26