This document discusses transforming the customer journey through an omni-channel approach. It emphasizes uncovering customer intent through data to create connected physical and digital experiences. It also stresses the need for continuous improvement and adapting to changing customer behaviors and technologies by maintaining aligned priorities, willingness to change, strong feedback systems, and continuous improvement among all partners involved in the customer journey.

1. Rethinking Every Customer Touchpoint: Transforming the Customer Journey
October 2015

2. What my friends think we do
What do WE do?
What my clients think we do What my vendors think we do
What my parents think we do What I think we do What we actually do

3. Performics offers an end-to-end soluEon for
Performance MarkeEng execuEon and consulEng.
What do WE do?

4. Executive Summary
The internet of everything
drives a more complex
customer journey
Simplification of the
journey requires
continuous
improvement
Mastery is built on data
that matters, a clear
mapping of that data
and using it to manage
the convergence of
the physical and digital
worlds
1 2 3

5. The Decision Point Battleground
NON-BUYERS BUYERS
acquisi'on of reten'on of
enjoy
aware
buy
unaware consider

6. What the Omni-channel Shopper Expects
Visited bank
Liked bank on
Facebook
Received 20% off at
Target
Shopped online

7. Data Pollution(Noisy Data)

8. What To Look Out For
Data Paralysis Fragmented
Experiences
Customer Alienation

9. Omni-channel is Table Stakes
Econsultancy Cross-Channel MarkeEng Report 2014
Which of the following
describe your
organizaEon and its
capabiliEes around
cross-channel
markeEng?
Ques8on:

10. Econsultancy Cross-Channel MarkeEng Report 2014
Is your organizaEon set
up to deliver effecEvely
orchestrated cross-
channel markeEng
acEviEes?
Ques8on:
Brands Continue To Miss The Mark

11. Prioritized
Obstacles To
Overcome
Major barriers to implementing
an omni-channel approach
include:
Lack of appropriate
tools/tech
Available media options
not optimized
Lack of addressable
data sources

12. 73% research online, then
buy in-store
Compared with 67%
who rated the Internet
similarly
72% said physical
stores are
important in
shopping
PwC, Total Retail 2014 Survey
Physical + Digital = Convergence

13. How to Start

14. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation

15. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation

16. Focus on the data that matters
Searches for
store increase by
33%
Average
online
sale $45
Find her where
she’s active
Fall campaign ads drive
9 million impressions
Women
aged 19-29
value price
over brand
1,209 active SKUs on
display
Recent searches
Coupon website
Leather jacket customer
review
Top fall trends for 2014

17. The right data uncovers consumer
intent

18. Intent enables the creation of connected,
personalized experiences.

19. • Primary research!
• Brandwatch!
• SocialTools!
• Benchtools!
• eMarketer!
• Forrester Research!
Initial Intent
Hypothesis!
Planning & Insights!
Refined Intent
Hypothesis!
Analytics + !
Planning & Insights!
Testing, Learning,
Scaling!
Analytics!
Outputs!
Sources of Data!
• Glance!
• Google Analytics!
• CRM Data!
• YouTube Analytics!
• Client Brief!
• Draft KPIs!
• Tech & Data Audit!
• Content Audit!
!
• Digital Maturity Plan!
• CX Loop!
• Audience Segmentation!
• Learning Agenda!
• Organizing Idea!
• Brand Experience Map!
• Performance Strategy, Activation &
Optimization!
Process

20. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation

21. Business Intelligence
Fully A>ributed Media
Audience-centric Adver8sing
Predic8ve Analy8cs
Four Strategic, Data Infused Areas

22. Fully A'ributed Assets
Business Intelligence
MulE-Channel
ReporEng
AUribuEon & Budget
Planning
FlighEng Strategy Based
on AUribuEon Findings &
Forecasts
CRM Enabled Search
MulE-Touch
AUribuEon
Audience-centric Media
Predic8ve Analy8cs
Mobile Search
Geo-Specific &
On-Site User
Experience
GDN
Call Metrics
Tracking
New
Customer
AUribuEon
Site Design and
Conversion
OpEmizaEon
Integrate SEM
+ SEO
ReporEng
Local PLA
Extension
YouTube
TrueView
Shared Media
Plans
Report
AutomaEon
Channel Specific
Regression
Models
Dynamic Media &
Content Delivery
Customer
Decision Engines
Basics Competitive Standard
Market Leading
Personalized
Experiences at Scale
All Channel ValuaEon
Media Mix
Driven
AcEvaEon
Digital Maturity Mapping: Elevational Roadmap

23. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation

24. Webrooming Trend is Bigger than Showrooming
More shoppers research online & buy
offline vs. research offline & buy online

25. Creation of
Amazon Prime
Warehouse in cities
vs. rural areas
Easier returns Physical stores
(pick up and drop off)
Amazon: Responses to Webrooming

26. AMAZON:
Digital Gets
Physical
Allow in-person
pickups
Centers in close
customer
proximity
Opened a pickup
and drop-off
locaEon on the
campus of Purdue
University
Students could order everything from
textbooks to mac & cheese to pickup!

27. Uncover Intent
Build A Bridge Between Physical &
Digital
Map Digital Maturity
An Omni-channel Foundation

28. Aligned Priorities
• All parEes must have the same
goals:
• e.g. managing spend to
maximize sales/margin is
different than maximizing
to drive new customers
The speed at which consumers
change & interact with media
happens so fast. What took place
last month may change this month.
Willingness to Change Strong Feedback
The speed at which consumers
change & interact with media
happens so fast. What took place
last month may change this month.
• SoliciEng feedback from
partners, customers &
associates
• They can help you
understand & get ahead of
the changes
Continuous Improvement

29. Motivate
Participation
Drive
Performance
Optimize for
Action
Thank you
Gabriel Karam
Gabriel.karam@performics.com