Why true digital transformation must take place across the entire banking enterprise

©2014 Epsilon. Private & Confidential
Why true digital transformation must take place across
the entire banking enterprise
Digital Banking Summit 2015
June 9, 2015

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Copyright©Epsilon2015EpsilonDataManagement,LLC.Allrightsreserved.
in the financial services landscape
Tectonic shifts
1: Changing consumer expectations and behaviors molded by non-
bank experiences
2: Channel proliferation: more media, devices, and disruption
3: Digitization of business and society in general
4: The data deluge
5: The world moves faster than ever

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Digital touchpoints are
becoming the primary ways
consumers interact and
transact with their banks
o Paying bills
o Generating feedback
o Checking balances
o Looking for information

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Experience & engagement
how consumers feel
is shaped by FI abilities to match their
digital expectations

5
Enterprise-wide digital data transformation
The connective tissue between customer understanding and
delivery of desired experiences and engagements

6
Single customer view
Connecting systems and processes to optimize customer-centric
touchpoints in a consistent way: from cross-channel to omnichannel
+

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Copyright©Epsilon2015EpsilonDataManagement,LLC.Allrightsreserved.Copyright©Epsilon2015EpsilonDataManagement,LLC.Allrightsreserved.
The Reality:
Many consumer
touch points are
siloed – resulting
in an inconsistent
customer
experience.

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?
Data about
experience and
end engagement
isn’t available
when and where
you need it in
order to recognize
& acknowledge
and connect with a
customer

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Impersonal,
functional, one-
size-fits-all
content is not
designed to make
an emotional
connection with a
customer

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Providing a
connected, robust
customer
experience is a
significant
challenge.

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Data
Real-time
Technology
We deliver real time
data at every
interaction -
stitching together
data that’s first
party & third party
—online and offline,
emotional and
engagement—
authenticated and
anonymous to
create a robust
marketing
ecosystem.

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Data
Real-time
Technology
Inspiring
Creative
Our insight-
infused,
technology-aware
marketing ideas &
content drive
atomic moments
of truth.

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Data
Real-time
Technology
Inspiring
Creative
Digital
Experiences
Our digital
platforms are built
to share data &
content across
interaction points

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Data
Real-time
Technology
Inspiring
Creative
Digital
Experiences
Our Insights and
Analytics can
unlock the full
business value ($)
that stronger
brand connections
can deliver.

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How to do it

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Share Pay
Resolve
problems
Return Purchase Compare Research Select brand Identify need
Comms
Chat/
consultation
Offers Reviews
Solution
details
Case studies How to
Thought
leadership
Business
needs
Reward Retain Win-back Cross-sell Upsell Engagement Activation Onboarding Prospects
Customers and prospects – all different,
expect a fluid journey as they interact with your brand,
across multiple channels and touch points

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Unknown prospect/customer
Identify
Business needs Offers
Purchase
Onboarding
How to
Activation
ResearchSelect brand
For example, a prospect is going to be
evaluating brands, researching, learning,
evaluating – and ultimately experiencing
transacting with your brand for the first
time – a very important moment.
Prospects
Thought leadership

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An identified customer already has a
relationship with your brand where we
are trying to drive revenue, satisfy needs
and be a valuable partner as their
business evolves.Identified/loyal customer
Purchase
Reward Upsell
Case studies
Solution
details
Reviews Offers
Chat/
consultation

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While they are also conducting activities,
consuming content and moving along
the lifecycle like the prospect, their path
and how they navigate the environment
is quite different.Identified/loyal customer
Purchase
Reward Upsell
Case studies
Solution
details
Reviews Offers
Chat/
consultation

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The solution

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Fluid
journeys
Rewarding
experiences
Brand
messaging
Transactional
moments

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Take a global marketing platform

23
That is deeply integrated within all systems
Profile management
Program administration
Rewards engine
Transaction processing
Offer management
Real-time decisioning
Points engine
Liability management
Partner management
Web services
Real-time calculations
Reporting and analytics
Global marketing platform

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Master profile
Content authoring and
management
Extended into the entire digital experience
Text and rich media
content source

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Master profile
management
Serving enhanced experiences based
on behavioral, 1st party and 3rd party data
Analytics
Integration layer
3rd party
data sources
Analytics
Profile and audience
information
Text and rich media
content source

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Master profile
management
Integration layer
3rd party
data sources
Made more relevant by targeting solutions
Analytics
Text and rich media
content source
information
Business rules and content
testing
Personalization rules,
testing and automation

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Master profile
management
Integration layer
3rd party
data sources
And extended into outbound channels
Targeting
Touchpoints and
interactions
testing
Analytics
Text and rich media
content source
information
Omni-channel
communications

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Master profile
management
Integration layer
3rd party
data sources
Enabling meaningful conversation
at every touch point across the lifecycle
testing
Touchpoints and
interactions
Analytics
Text and rich media
content source
information
Omni-channel
communications

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Business outcomes

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• Comprehensive Strategy – have a plan, your work will be more efficient
• Roadmaps, Program management, measurable goals
• Reduced time to market
• Cohesive Marketing messaging - Content Strategy,
• Improved Call to Action (CTA) results
• For all channels
• Effective spend of your marketing dollars
• Ability to personalize experience for registered & anonymous users (DMP &
Analytics)
• Improved analytics (DMP & Analytics) provide new detailed data points for
analyzing
• Improved business decisions
• Improved reporting – measurable KPIs
• Quicker reactions to positive and negative events
Business
Outcomes

Presented by:
Garner Andrews
770-367-4027
garner.andrews@epsilon.com
For more information:
Jessica Carney
214-263-5742
jessica.carney@epsilon.com

Why true digital transformation must take place across the entire banking enterprise

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