The document discusses how customers use multiple channels to research and purchase products. It emphasizes the importance of collecting customer data from all interactions and channels in order to personalize the customer experience. The document then provides an example customer journey of a woman named Melissa who browses an skincare website, takes a quiz to receive product recommendations, makes purchases both online and in-store, and receives targeted communications across multiple channels based on her profile and past behaviors. The key takeaways are to capture customer data, analyze it to create personalized profiles, and leverage those profiles to deliver personalized content and marketing communications.

1. 7/11/14
1
Creating Customer Journeys as
Unique as Your Customers
Speaker Name and Title
Everyone is using
technology in almost every
situation these days…
And your consumers are no
exception

2. 7/11/14
2
Customers are using ALL channels to browse and purchase
Forrester Reports:
use the Internet daily
of Adults
84%
Customers are using ALL channels to browse and purchase
ComScore reported that
consumers use their smart
phones to assist them while
shopping.
4 out of 5
Customers are using ALL channels to browse and purchase
Depending on the source, experts
estimate anywhere between
of in-store purchases are
influenced on the web.
60% to 90%

3. 7/11/14
3
Customers are using ALL channels to browse and purchase
research products online,
and nearly
81%
of consumers regularly
Nielsen says…
actively shop online,83%
have purchased online.70%
If your customers are always present,
Are you present with them?

4. 7/11/14
4
Customers
expect to be at the center of your world,
and you need to put them there.
Data collection
Data Analysis
Personalization
Real-Time
Marketing

5. 7/11/14
5
3to create the ultimate Customer Journey
Key Strategies
Take advantage of every opportunity
to capture customer data in a
thoughtful way that supports your
marketing initiatives1
A McKinsey analysis of more
than 250 engagements over five
years revealed that companies
putting data at the center of their
marketing and sales decisions
improve their marketing return
on investment by 15–20%.
Forbes 2013

6. 7/11/14
6
There is a growing divide between the retailers that
tap into personalization and manage data to drive
purchases vs. retailers that don’t
Taken from 4 Retail Marketing Challenges
ExactTarget Marketing Cloud, 2014
Reality Check
Taken from 4 Retail Marketing Challenges
ExactTarget Marketing Cloud, 2014
Reality Check

7. 7/11/14
7
Taken from 4 Retail Marketing Challenges
ExactTarget Marketing Cloud, 2014
Reality Check
Meet
• 32 years old
• Married
• Sales rep at Fortune 500 Company
• New customer and not a current subscriber
• Has a monthly ’book club night' which is really
just a reason for Melissa and the rest of her
friends to drink wine and catch-up
Acquire
Upon entering the site, she
sees a full page of
recommended anti-aging
products.
Melissa does a quick Google search
for anti-aging eye cream. One of the
first hits is myskincare.com, and she
decides to take a look.
Anti-Aging Cream
MySkinCare.com – find the perfect skin
regimen for you!
Keep Your Youthful Glow!
Take
the
Quiz!
Melissa is prompted to
enter her email address and
take a quick quiz to figure
out the best products for
her.
Email Address:
melissa@gmail.com
Begin Quiz!

8. 7/11/14
8
Explore Preferences
Melissa begins the quiz and answers a
series of guided questions about her skin
and complexion.
Makeup
Discover Beautiful Skin
1. How would you describe
your skin type?
Discover Beautiful Skin
2. What is your age?
Discover Beautiful Skin
3. Choose which best fits your goals to
improve your skin and complexion.
Melissa’s Customer Profile
Chicago, IL
Moisturizer
Married
Facebook Friend
Melissa
Email Opt-In
Wrinkle Creams
Warm Color Palate
Light Complexion
Blue Eyes
female
Oily/Dry Skin
Anti-aging
Prioritize how you want to analyze
your data in order to create 1:1
relationships with customers.2

9. 7/11/14
9
“Theabilityextractdata-tobeabletounderstandit,processit,
extractvaluefromit,visualizeit,andcommunicateitisgoing
tobeahugelyimportantskillinthenextdecades”
Hal Varian
Google Chief Economist
"You can never have too much data - bigger
is definitely better. The more data you can
collect the finer-grained the results can be.”
Werner Vogels
Chief Technology Officer
Amazon
Your best marketing campaigns are deeply
rooted in what you know about each
individual customer. In short,
Relevance Sells.

10. 7/11/14
10
Taken from 4 Retail Marketing Challenges
ExactTarget Marketing Cloud, 2014
Reality Check
To leverage data effectively,
collecting implicit and
explicit customer data
is the first step.
Melissa
Smith
melissa@gmail.com
Age
32
@MelissaSmith01
Chicago,
IL
Facebook
Friend
&
Email
Subscriber
From there, you can automatically
build personal profiles for each of
your customers.
Even if Melissa had opted out of the
quiz and decided to browse the site
on her own, MySkinCare would still
be able to collect implicit data, such
as browsing history and clicks.
Did you
know?

11. 7/11/14
11
BIG data is a BIG deal
Personalize all marketing efforts,
including triggered email campaigns
and predictive content on your website3
Content personalization is
currently being leveraged by
55% of retailers we surveyed.
…Are you?

12. 7/11/14
12
Behavior-driven messages across any channel, any time41% of consumers buy more from brands who send
personalized emails based on past buying behaviors.
-Return Path
77% of marketers say that personalization based on
purchase history has a high impact on ROI.
- eConsultancy, 2013
A recent Harvard Business Review column supports the fact
that personalization can deliver 5 to 8 times the ROI on
marketing spend and produce a sales lift of 10% or more.
Mckinsey & Company
Taken from 4 Retail Marketing Challenges
ExactTarget Marketing Cloud, 2014
Reality Check

13. 7/11/14
13
Predict the Next Best Product
Add to cart
Anti-Wrinkle Moisturizer
http://www.myskincare.com
Re-engage
Triggered email sends a remarketing
message for the moisturizer based on
Melissa’s web behaviors
Melissa reads the email at work…
…but accidentally deletes it
Remember this?
Free Shipping Code: a2Xbf5
Anti-Wrinkle Cream
Customer Support
Melissa Smith @MelissaSmith
@MySkinCare_Consult I deleted my coupon :( Can you help?
MySkinCare Consult @MySkinCare_Consult
@MelissaSmith Sorry to hear that Melissa. We DM’d you the
promo code. Let us know if there’s anything else we can do!

14. 7/11/14
14
Leave your
Feedback!
Moisturizer
Thanks for your purchase!
Please rate your product here:
Join the MySkin Club!
Receive exclusive offers and info on
local events!
Enter your mobile number for
mobile alerts and offers!
YES!
Not
Now
555-145-2910
Triggered Send
+14 days
Triggered Send
+7 days
Review & Re-engage
3 Months Later…
Melissa is out of moisturizer so she stops by the
MySkinCare kiosk at the mall. The consultant pulls up
a digital copy of Melissa’s profile by entering her
unique identifier into the system.
Melissa’s receives the eReceipt on her
phone, which contains a
bounce back offer with upsell
opportunities.
eReceipt
$50.32
• Foundation
• Moisturizer
Thanks for your purchase!
Have you seen these?
The consultant also recommends that Melissa try a new
SPF foundation to go with the moisturizer. Melissa
purchases both items and requests an eReceipt.
reading
Channel Preference
Based on her preferences
Melissa may receive an SMS alert
about an upcoming local event Or receive an email
about special news or offers
MySkinCare Club
Newsletter
July
An exclusive look at our new line!
skincare
traveling
new
customer
MySkinCare
Club Event
North Elm
Mall this
Friday.
bit.ly/a5q4

15. 7/11/14
15
Summation of Melissa’s Customer Journey
Email Address:
melissa@gmail.com
Add to cart
Remember
This?
@MySkinCare_Consult
Add to cart
What did
you think?
555-145-2910
Join the
MySkinCare club &
sign up for mobile
alerts!
Come to
our
event!
Your
eReceipt
July
Newsletter
Get an exclusive
look!
Your sophisticated,
hyperconnected
consumer isn’t going
to wait for you to
catch up with them
3to create the ultimate Customer Journey
Key Strategies
Take advantage of every opportunity to capture customer
data in a thoughtful way that supports marketing initiatives
Prioritize how you want to analyze your data in order to create
1:1 relationships with customers.
Personalize all marketing efforts, including triggered email
campaigns and predictive content on your website

16. 7/11/14
16
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