“How Multi-Channel Data Drives Multi-Channel Personalization” Today, digitally empowered customers have many ways of engaging with brands and are looking for tailored experiences that meet their needs. To compete, companies must now personalize across multiple channels and across all parts of the customer life cycle. Yet many firms do not have the necessary capabilities in place to do so. A commissioned study conducted by Forrester Consulting on behalf of Ensighten found that while 77% of firms apply some form of personalization within digital channels, multi-channel personalization is in its early stages of adoption with only 13% of firms applying extensive personalization across multiple channels using multiple techniques. In this webinar we’ll discuss: • How multi-channel data helps marketers understand and engage their customers • Why digital marketers are prioritizing social media, websites and email channels for personalization and seeking to take a significant step into mobile personalization in 2014 • How to boost extensive personalization across multiple channels • Why it’s important to use personalized engagements across the entirety of the customer life cycle and across all channels SPEAKERS: Boaz Ronkin, Vice President of Product Marketing, Ensighten & James McCormick, Senior Analyst serving Customer Insights Professionals, Forrester Research

1. AMA Webcast How Multi-Channel Data Drives Multi-Channel Personalization
SPEAKERS: Boaz Ronkin, Vice President of Product Marketing, Ensighten
James McCormick, Senior Analyst serving Customer Insights Professionals, Forrester Research
Moderator: Anthony Salas, American Marketing Association
Sponsored by:
The audio portion of today’s presentation is available via broadcast audio.
You can also dial in to hear audio
Participants (US & Canada, Toll Free): 888 223 4959 International Participants: +1 303 223 4389

2. Today’s speakers
Boaz Ronkin Vice President of Product Marketing Ensighten
James McCormick Senior Analyst serving Customer Insights Professionals Forrester Research

3. confidential 3
Global Leader in Omni-Channel Data and Tag Management
• Collect User-level Data Everywhere
• Own the Data in Omni-channel Profiles
• Activate Profiles in Real-Time, Everywhere

4. confidential 4
Collect User-level Data Everywhere
Industry

5. confidential 5
Collect User-level Data Everywhere
Industry Ensighten
YOUR
Company

6. confidential 6
Own the Data in Omni-channel Profiles
YOUR
Company
Industry

7. confidential 7
Own the Data in Omni-channel Profiles
Ensighten
YOUR
Company
Industry

8. confidential 8
Own the Data in Omni-channel Profiles
YOUR
Company
Industry

9. confidential 9
Activate Profiles in Real-Time, Everywhere
Industry

10. confidential 10
Activate Profiles in Real-Time, Everywhere
Ensighten
YOUR
Company
Industry

11. confidential 11
Improve Touch Point Performance
Challenge
• Increase web page speed and
responsiveness
• Ensighten Solutions
Ensighten Solution
• Hybrid tagging
• URL prefetching
Benefit
• Improved customer
experience and engagement
“We saw reduced page load time
by an average of 2.72 seconds.”
Without Ensighten, after 1 sec
With Ensighten, after 1 sec

12. confidential 12
VOC Optimization
“We use Ensighten to get closer to our customers
and to get control of our data.”
Challenge
• Target site surveys
• Act on results in real-time
Ensighten Solution
• Create omni-channel consumer profiles
using onsite, offsite and offline data
• Conditionally load surveys using profiles
• Load chat based on survey results
Benefit
• Real-time targeting of priority site visitors
• Real-time response to VOC

13. confidential 13
Real-Time, Omni-Channel Personalization
Challenge
• Unify disparate channel data
• Render real-time personalization
Ensighten Solution
• Omni-channel consumer profiles
• Ensighten Data Layer
• Flicker-free content swapping
Benefit
• Optimized and contextually
relevant digital experiences
everywhere
“Ensighten helps us personalize the message by
tailoring it to customer needs.”

14. Making Leaders Successful Every Day

15. Webinar: Tag Management Delivers Multi-Channel Personalization
James McCormick, Analyst
August 2014

16. © 2014 Forrester Research, Inc. Reproduction Prohibited
16
Survey methodology and demographics
Target roles:
•North American marketing decision-makers with CI, eCommerce, website personalization, digital advertising, CX, or marketing data responsibilities
“Which title best describes your position at your organization?”
49%
24%
9%
18%
Manager
Director
Vice president
C-level executive
“In which country is your organization headquartered?”
“Which of the following best describes the industry to which your company belongs?”
Consumer product goods 20%
Retail 20%
Media and leisure 20%
Travel and hospitality 20%
Financial services and insurance 20%
United States 87%
Canada 13%

17. © 2014 Forrester Research, Inc. Reproduction Prohibited
17
Agenda
›So why personalize now?
›The current state of personalization
›Tag management benefits personalization
›Recommendations

18. © 2014 Forrester Research, Inc. Reproduction Prohibited
18
So Why Personalize Now?

19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19
Personalization Is Important In the Age Of
the Customer
Source: Forrester Research, Inc. “Welcome To The Era Of Agile Commerce” July 2013
To compete,
firms must now
personalize
across multiple
channels and
across all parts
the customer
life cycle.

20. © 2014 Forrester Research, Inc. Reproduction Prohibited
20
The Current State Of Personalization

21. © 2014 Forrester Research, Inc. Reproduction Prohibited
21
Firms strive for cross-channel personalization, but still have a ways to go
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
5%
18%
39%
25%
13%
Dont know
We do no online personalization at all.
We apply some personalization but we use only one
technique and applying it to only a few channels only.
Our personalization program is somewhat mature
using more than one technique applied to at least 3
digital channels
We apply extensive personalization across multiple
channels and teams applying multiple techniques
“How mature is your digital cross-channel personalization effort? Please select that statement below that best describes your firm’s current state.”
23% of firms either don’t know or don’t apply any personalization
Only 13% of firms apply extensive personalization across multiple channels

22. © 2014 Forrester Research, Inc. Reproduction Prohibited
22
Marketers prioritize digital channels for personalization in 2014
1%
3%
6%
3%
6%
4%
8%
3%
8%
10%
13%
16%
19%
1%
3%
1%
4%
5%
7%
6%
11%
8%
8%
12%
17%
16%
5%
4%
2%
3%
4%
8%
7%
8%
8%
13%
10%
10%
17%
7%
10%
10%
11%
15%
19%
21%
22%
25%
31%
35%
43%
51%
“What are the top three customer engagement channels do you seek to personalize?” (Please rank your top three)
Overall
Base: 150 North American digital marketing decision-makers, Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Mobile is young, but gaining traction
Rank 1
Rank 2
Rank 3

23. © 2014 Forrester Research, Inc. Reproduction Prohibited
23
A range of techniques deliver personalization
“Which are the three most effective techniques you use to optimize and/or personalize your customer experience?” (Select up to three)
Base: 150 North American digital marketing decision-makers
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
6%
15%
3%
16%
19%
26%
31%
33%
33%
I don’t know
We do not optimize or personalize customer experiences
Other
A/B testing
Multivariate testing
Algorithm based behavioral targeting
Rule based behavioral targeting
Mobile optimization
We use a recommendations engine

24. © 2014 Forrester Research, Inc. Reproduction Prohibited
24
The Challenge Of Delighting Customers Across Channels

25. © 2014 Forrester Research, Inc. Reproduction Prohibited
25
Firms currently struggle to link customer data across channels...
Base: 150 North American digital marketing decision-makers
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
38%
35%
32%
29%
28%
27%
27%
24%
23%
22%
19%
18%
15%
Email
Web sites
Point of Sale
Display Advertising
Loyalty programs
Search
Social Media
Call center
CRM
Mobile site
Mobile apps
Affiliate programs
Chat
“What proportion of the visitor data collected within the following channels can be linked to customer data collected via other channels?”
(50% or more is shown)
The ability to deliver relevant, personalized experiences to a customer as she moves from one touchpoint to the next is severely limited when you are unable to track her from one to the other.

26. © 2014 Forrester Research, Inc. Reproduction Prohibited
26
7%
11%
8%
30%
25%
19%
I don’t know
We don’t use segmentation
We have a different segmentation policy for different
touchpoints across all of the touchpoints.
We have a different segmentation policy for different
touchpoints across some of the touchpoints.
We apply a uniform segmentation policy across some of
the touchpoints.
We apply a uniform segmentation policy across all of
the touchpoints.
...And cross channel segmentation is a problem
“Which statement below best describes your customer segmentation tactics when analyzing customer data or using it to personalize customers experiences?”
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
Only 44% of firms apply uniform segmentation across multiple touchpoints
If firms don’t have a uniform understanding of their customers, they cannot hope to personalize an experience in one channel that is relevant to an interaction they had in another

27. © 2014 Forrester Research, Inc. Reproduction Prohibited
27
Tag Management Approaches Enable Multi-Channel Personalization

28. © 2014 Forrester Research, Inc. Reproduction Prohibited
28
Tag management brings customer data together
6%
3%
3%
26%
46%
15%
Don't know
Strongly disagree
Disagree
Neither agree or disagree
Agree
Strongly agree
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
“How much do you agree or disagree with the following statement:
‘We see tags as one method to manage the exchange of data between visitors and digital marketing vendors to collect onsite visitor data, within a much larger system that also exchanges offsite and offline data.’”
60% + agree tags are a method of managing the exchange of data

29. © 2014 Forrester Research, Inc. Reproduction Prohibited
29
Tag management helps marketers understand and engage their customers
29%
30%
36%
38%
39%
43%
45%
46%
48%
57%
Reduce IT costs
Standardize data collection across vendors
Improve marketing agility
Increased return on ad spend
Improve mobile tracking
Better ability to integrate data across multiple online channels
Improve analytics quality and tag deployment across large
number of properties
Increase website performance
Improve quality of analytics implementations
Improve website personalization
“Which of the following benefits has your firm experienced as a result of your tag management system?” (Select all that apply)
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 56 North American digital marketing decision-makers who have implemented a TMS

30. © 2014 Forrester Research, Inc. Reproduction Prohibited
30
Tag management helps firms own their first party customer data
17%
22%
25%
25%
29%
37%
32%
42%
35%
48%
37%
33%
28%
32%
33%
31%
24%
33%
26%
33%
24%
35%
Syndicate cross-channel data to offsite technologies/vendors
Attribution
Make cross-channel data available for analytics and BI
Activate cross-channel data in real-time or near real-time
Segmentation
Inform personalization
Inform targeting
Collect data from every touch point and device
Integrate data into cross-channel customer profiles
Enable you to have full ownership of your first party data
Data integration
Very important (5)
Important (4)
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
“Is it important (or will it be) for tag management systems to support or provide core functionality for the following capabilities?”
72% of respondents believed that it is important that their TMS helps enables them to have full ownership of their first party data

31. © 2014 Forrester Research, Inc. Reproduction Prohibited
31
Tag management helps firms integrate their customers data
17%
22%
25%
25%
29%
37%
32%
42%
35%
48%
37%
33%
28%
32%
33%
31%
24%
33%
26%
33%
24%
35%
Syndicate cross-channel data to offsite technologies/vendors
Attribution
Make cross-channel data available for analytics and BI
Activate cross-channel data in real-time or near real-time
Segmentation
Inform personalization
Inform targeting
Collect data from every touch point and device
Integrate data into cross-channel customer profiles
Enable you to have full ownership of your first party data
Data integration
Very important (5)
Important (4)
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
“Is it important (or will it be) for tag management systems to support or provide core functionality for the following capabilities?”
72% of respondents believed that it is important that their TMS helps integrate their customer data.

32. © 2014 Forrester Research, Inc. Reproduction Prohibited
32
Advanced tag management capabilities inform cross-channel personalization
Source: A commissioned study conducted by Forrester Consulting on behalf of Ensighten
Base: 150 North American digital marketing decision-makers
3%
9%
14%
21%
37%
39%
We do not use a customer data repository at all
We do not use a customer data repository for segmenting, personalizing
or attributing customer interactions
I don’t know
We use a data repository provided by a tag management provider.
We use a data repository provided by a vendor other than a tag
management partner
We use our own proprietary technology and data base when
segmenting, personalizing or attributing customer interactions
“Which customer data repository do you use when segmenting, personalizing or attributing your customer interactions?” (Select all that apply)

33. © 2014 Forrester Research, Inc. Reproduction Prohibited
33
Recommendations

34. © 2014 Forrester Research, Inc. Reproduction Prohibited
34
Synchronize your tag management and personalization programs
›Include tag management within your personalization roadmap
›Take the opportunity to rationalize personalization technology and processes
›Start with managing tags and data better, then focus on distributing data for personalization

35. Thank you
James McCormick
jmccormick@forrester.com
@JFMcCormick

36. confidential 36
Questions?

37. confidential 37
Stay Tuned for the Report!
Today’s attendees will receive a copy of the
Forrester Research, Inc. report, Tag Management
Delivers Multi-Channel Personalization,
discussed during today’s webinar.

38. confidential 38
Thank You & Meet Ensighten
www.ensighten.com
@ensighten
company/ensighten
/ensighten
www.linkedin.com/company/ensighten
Omni-channel data and tag management
Web
Social
Discuss

39. confidential 39
Thank You