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MASTER
CLASS
NEW YORK, NY ~ MAY 16 - 17, 2024
DIGIMARCONEAST.COM | #DigiMarConEast
Zontee Hou
MANAGING DIRECTOR
CONVINCE & CONVERT
Data-Driven Personalization: Build a
Competitive Advantage by Knowing
Your Customers Better Than Your Competition
Data-Driven Personalization:
Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition
Zontee Hou | Head of Strategy, Convince & Convert | President, Media Volery
Customers Have Limited Time
and Mental Bandwidth
Customer Experience Expectations in 2024
Personalization Emotional
Connection
Seamless
omnichannel
experiences
88 percent of U.S. adults said it was somewhat
to extremely important for a brand to
remember their past interactions and engage
with them based on that shared history.
Media Volery/Researchscape, August 2023
85 percent of U.S. adults said it was
somewhat to extremely important for
brands to share personalized
recommendations with them.
Media Volery/Researchscape, August 2023
When it comes to brands tracking your behaviors online and
offline, do you prefer more convenience or more privacy?
0
5
10
15
20
25
30
Much more
convenience
Somewhat more
convenience
Slightly more
convenience
Balance of
convenience and
privacy
Slightly more
privacy
Somewhat more
privacy
Much more
privacy
44% 31%
Media Volery/Researchscape, August 2023
Marketers Want to Connect the
Dots & Measure Better
98% of marketers believe that data-driven
personalization is somewhat to extremely
important to improving CX (with 4 of 5
believing it’s very or extremely important).
Convince & Convert/ICUC, August 2023
85% of marketers somewhat or strongly
agree that data-driven personalization
would give their companies
a competitive advantage.
Convince & Convert/ICUC, August 2023
Yet, less than half of marketers surveyed (48%)
said that their companies collect sufficient or
more than enough data.
Convince & Convert/ICUC, August 2023
Technology Is Rapidly Making
It More Affordable to Offer
Personalization
AI-Augmented Tools Are Being Rolled Out
Across Areas
Marketers Need to Drive
Personalization to Build a
Competitive Advantage
1. Start with Your Audience
9 Areas to
Collect Data
✓ Demographic
✓ Geographic
✓ Behavioral
✓ Psychographic
✓ Customer relationship
✓ Channel preference
✓ Technographic
✓ Social media
✓ Consent and preference
What types of customer data does your
company collect?
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Convince & Convert/ICUC, August 2023
To Understand Your Customers’ Drivers and Behaviors, Ask
Collect Data Via…
DIGITAL ON-BOARDING EMAIL SEQUENCES DEDICATED SURVEYS LOGIN EXPERIENCE
SURVEYS
IN-STORE
INTERACTIONS/EXPERIENC
ES
2. Unify Your Data
“We wanted to bridge the gaps
between our data on online
purchases, survey responses and
browsing behavior on our mobile
apps, as well as data from third-
party providers”
Dave Gerridge, senior director of marketing
operations, FreshDirect
Understanding Your Data Options
Data Lake Data
Warehouse
Data Mart
“Unstructured data is worthless data […]
If you're building a database full of
disparate values, none of which have
the same naming conventions, and so
on, you'll never get to being good at
personalization or contextualization,
because all of it is random.”
—David Fortino, Chief Strategy Officer, Netline
3. Invest in Data Quality
The biggest challenges marketers face
are: data quality and accuracy (44%),
data security and risk concerns (36%) and
lack of budget (32%).
Convince & Convert/ICUC, August 2023
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition - Zontee Hou
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition - Zontee Hou
Conduct Data Audits
Review Data
Entry Standards
& Processes
Spot-Check
Data Quality
Review How
Data is Being
Used
Establish
Governance
Policies
Maintain
Data
Hygiene
Train
Your
Team
4. Leverage AI and Machine
Learning
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition - Zontee Hou
Looking ahead at the next five years, a large
majority (72%) of marketers anticipate that AI and
machine learning impact data-driven
personalization will be somewhat or very impactful.
Convince & Convert/ICUC, August 2023
Let AI help you parse the data
Use Cases for AI in Marketing
Segmentation
& Targeting
Predictive
Analytics
Testing &
Optimization
Content
Creation &
Curation
Customer
Service &
Personalization
Click here for the full webinar on AI in marketing.
5. Tailor Your Content and
Test Your Hypotheses
Only about 2 in 5 marketers say they
personalize messages on their website and
landing pages (42%) and in paid social (39%),
leaving the majority of customer experiences
on those channels still unpersonalized.
Convince & Convert/ICUC, August 2023
Test in Multiple Ways…
USE CASES PSYCHOGRAPHICS
CUSTOMER
JOURNEY STAGE
BEHAVIORS
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition - Zontee Hou
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition - Zontee Hou
Your Action
Checklist
1.Start building your audience
data
2.Unify your data across your
organization
3.Invest in data quality &
processes
4.Identify places to leverage
AI and machine learning
5.Tailor your content to your
audience’s needs and test
hypotheses
Get the slides and
a direct link to
order the book
with 20% off and
free shipping!
Zontee Hou
zontee@convinceandconvert.com
Data-Driven Personalization - Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition - Zontee Hou

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Data-Driven Personalization - Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition - Zontee Hou

  • 1. MASTER CLASS NEW YORK, NY ~ MAY 16 - 17, 2024 DIGIMARCONEAST.COM | #DigiMarConEast Zontee Hou MANAGING DIRECTOR CONVINCE & CONVERT Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition
  • 2. Data-Driven Personalization: Build a Competitive Advantage by Knowing Your Customers Better Than Your Competition Zontee Hou | Head of Strategy, Convince & Convert | President, Media Volery
  • 3. Customers Have Limited Time and Mental Bandwidth
  • 4. Customer Experience Expectations in 2024 Personalization Emotional Connection Seamless omnichannel experiences
  • 5. 88 percent of U.S. adults said it was somewhat to extremely important for a brand to remember their past interactions and engage with them based on that shared history. Media Volery/Researchscape, August 2023
  • 6. 85 percent of U.S. adults said it was somewhat to extremely important for brands to share personalized recommendations with them. Media Volery/Researchscape, August 2023
  • 7. When it comes to brands tracking your behaviors online and offline, do you prefer more convenience or more privacy? 0 5 10 15 20 25 30 Much more convenience Somewhat more convenience Slightly more convenience Balance of convenience and privacy Slightly more privacy Somewhat more privacy Much more privacy 44% 31% Media Volery/Researchscape, August 2023
  • 8. Marketers Want to Connect the Dots & Measure Better
  • 9. 98% of marketers believe that data-driven personalization is somewhat to extremely important to improving CX (with 4 of 5 believing it’s very or extremely important). Convince & Convert/ICUC, August 2023
  • 10. 85% of marketers somewhat or strongly agree that data-driven personalization would give their companies a competitive advantage. Convince & Convert/ICUC, August 2023
  • 11. Yet, less than half of marketers surveyed (48%) said that their companies collect sufficient or more than enough data. Convince & Convert/ICUC, August 2023
  • 12. Technology Is Rapidly Making It More Affordable to Offer Personalization
  • 13. AI-Augmented Tools Are Being Rolled Out Across Areas
  • 14. Marketers Need to Drive Personalization to Build a Competitive Advantage
  • 15. 1. Start with Your Audience
  • 16. 9 Areas to Collect Data ✓ Demographic ✓ Geographic ✓ Behavioral ✓ Psychographic ✓ Customer relationship ✓ Channel preference ✓ Technographic ✓ Social media ✓ Consent and preference
  • 17. What types of customer data does your company collect? 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Convince & Convert/ICUC, August 2023
  • 18. To Understand Your Customers’ Drivers and Behaviors, Ask
  • 19. Collect Data Via… DIGITAL ON-BOARDING EMAIL SEQUENCES DEDICATED SURVEYS LOGIN EXPERIENCE SURVEYS IN-STORE INTERACTIONS/EXPERIENC ES
  • 21. “We wanted to bridge the gaps between our data on online purchases, survey responses and browsing behavior on our mobile apps, as well as data from third- party providers” Dave Gerridge, senior director of marketing operations, FreshDirect
  • 22. Understanding Your Data Options Data Lake Data Warehouse Data Mart
  • 23. “Unstructured data is worthless data […] If you're building a database full of disparate values, none of which have the same naming conventions, and so on, you'll never get to being good at personalization or contextualization, because all of it is random.” —David Fortino, Chief Strategy Officer, Netline
  • 24. 3. Invest in Data Quality
  • 25. The biggest challenges marketers face are: data quality and accuracy (44%), data security and risk concerns (36%) and lack of budget (32%). Convince & Convert/ICUC, August 2023
  • 28. Conduct Data Audits Review Data Entry Standards & Processes Spot-Check Data Quality Review How Data is Being Used
  • 30. 4. Leverage AI and Machine Learning
  • 32. Looking ahead at the next five years, a large majority (72%) of marketers anticipate that AI and machine learning impact data-driven personalization will be somewhat or very impactful. Convince & Convert/ICUC, August 2023
  • 33. Let AI help you parse the data
  • 34. Use Cases for AI in Marketing Segmentation & Targeting Predictive Analytics Testing & Optimization Content Creation & Curation Customer Service & Personalization Click here for the full webinar on AI in marketing.
  • 35. 5. Tailor Your Content and Test Your Hypotheses
  • 36. Only about 2 in 5 marketers say they personalize messages on their website and landing pages (42%) and in paid social (39%), leaving the majority of customer experiences on those channels still unpersonalized. Convince & Convert/ICUC, August 2023
  • 37. Test in Multiple Ways… USE CASES PSYCHOGRAPHICS CUSTOMER JOURNEY STAGE BEHAVIORS
  • 40. Your Action Checklist 1.Start building your audience data 2.Unify your data across your organization 3.Invest in data quality & processes 4.Identify places to leverage AI and machine learning 5.Tailor your content to your audience’s needs and test hypotheses
  • 41. Get the slides and a direct link to order the book with 20% off and free shipping! Zontee Hou zontee@convinceandconvert.com