This document discusses how cognitive commerce helps an organization gather insights from customer data to improve their marketing and sales. It collects data through analytics tools on their websites to understand customer behavior patterns and trends. It then uses these insights to personalize communications and target customers through different channels like search and display advertising. The goal is to increase conversion rates and reduce dropouts by delivering tailored experiences. Cognitive commerce has allowed them to better understand customer needs and build communications sent at the right time through the preferred mode of the customer. This improves the customer experience through automated agents and contextual targeting across different stages of the purchase process.

1. This is the sole and exclusive property of HDFC Life. October 6, 2016
Cognitive
Commerce

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Ecommerce structure
All our websites are
well equipped with
analytic / business
insight and marketing
tools
Analytics and marketing
tools are used to gather
data about our
consumer / customer’s
behavior on our
websites
The data generated
helps us identify our
consumer behavior
patterns, understand
trends and
relationships, further
segment it using an
Audience Management
tool
Based on insights
identified by our
tools we tweak our
communication for
our consumers,
personalizing /
showcasing relevant
information based on
their preferences

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Problem Statement
Pushing sales to
achieve targets
at the end of
each quarter
Some products
are selling better
than other, why?
Launching a new
campaign, but
confused how to
target?
Waiting for the
analytics report
to identify key
drivers

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MIGHT CONSIDER
OUR PRODUCT ON
VALUE ADDITION
NOT INTERESTED /
TOOK COMPETITOR
PRODUCT
HIGH RE-TARGETING
EASIER
PROCESSES
CUSTOMIZED TARGETING
HIGH BRAND APPEAL
ROBUST
TECHNOLOGY
BEST IN CLASS
TOOLS
SEARCH & DISPLAY
ADVERTISING
TECHNOLOGY/
ANALYTICS
WEBSITE /
BUYING PORTAL PROCESSES
CONVERTED
NOT DECIDED /
UNSURE PROSPECTS
TOOLS LEARNING ALGORITHMS / DATA DRIVEN APPROACH
INCREASE %
CONVERTS
REDUCE %
DROPOUTS
Our complete customer journey would go in-sync with the TECHNOLOGY and ANALYTICS
setup to provide a seamless customer experience which is personalized and customized
leading to increase in Conversion % and reduction in Dropouts %
Our Ecosystem: A recurring process

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Cognitive commerce
Cognitive commerce has helped
us garner insights into a vast
array of information and
possibilities
Understand what our consumers
are looking for, identify patterns
Build our communication and in
deliver experiences at the right
time, at the right place

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A boon to the brand
CUSTOMERS
•Based on customer data, service customers through various touchpoints like social media,
mobile app etc.
•Identifying the correct mode of communication and offering tailored solutions through
preferred mode
SYSTEM
•Enhancing customer experience through virtual agents (Ex-online chat)
•Assisted buying at each stage of purchase funnel
•Contextual targeting to reach out audience at right time and right place.

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Thank You