The document discusses building great customer experiences through personalization. It provides insights from various reports and experts on how understanding customer preferences, segmenting audiences appropriately, and delivering consistent omnichannel experiences can boost customer engagement and revenues. Personalizing communications based on purchase history, location, and interests while respecting communication preferences is important for a positive customer experience.
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Start your journey to personalising the customer experience.
This guide will challenge you to do some housekeeping and reconsider how you think about your current and future loyalty personalisation efforts.
Life cycle marketing for the automotive services industryCatalyst
Whether your goal is to increase ticket size, boost cross-sell, get customers to visit more often, or all the above, an effective life cycle marketing strategy can deliver the competitive difference you want.
A Pinpoint Systems Corporation white paper discussing how companies must transform from being about them to being about the customer by:
-Committing to a philosophical and cultural shift
-Centralizing the 360° view of customer information
-Enabling intelligent outreach
-Enabling intelligent dialog
To support organizations in making the transformation from a product- and channel- focused organization to one focused on the customer, Pinpoint Systems has applied their expertise in the customer-centric space to create the Marketing System of Record solution, powered by the efficiency of the IBM Enterprise Marketing Management platform.
The tracking features of the solution allow analysts to complete these tasks:
• Attribute customer actions to specific campaigns and target cells.
• Use campaign and response history for audience selection and segmentation.
• Compute standard campaign performance metrics.
• Automatically report those metrics, as well as emerging sales trends, to product managers and other stakeholders.
Start your journey to personalising the customer experience.
This guide will challenge you to do some housekeeping and reconsider how you think about your current and future loyalty personalisation efforts.
Sophelle Focus Report | Product Findability: Connecting People and Products O...Julie Barile
Product findability is more than on-site search.
Doing product findability right connects the right person
with the right product at the right time. Consumers
don’t recognize channels, technologies, warehouse
locations, or drop-ship relationships. They are expecting
a seamless, frictionless experience, and retailers that
provide it are succeeding in the marketplace.
Connecting people and products effectively significantly
improves the customer experience and leads directly to
downstream benefits.
Customers want retailers to meet them with relevancy
wherever they choose to shop. Seamless customer
experiences across all touchpoints requires coordinated
operations, integrated systems, and shared data
throughout the enterprise. Retailers must find the right
mix of solutions for their products and customers.
5 ways to boost customer loyalty using data analyticsgroupfio1
Great customer experiences lead to higher retention rates, increased brand loyalty, and bigger customer lifetime value (CLV). Improving customer experiences can seem like a straightforward task, but unless you base new tactics and strategies on tools like zero-party data, you might be putting in effort and resources in the wrong places.
So, what are some RIGHT ways to use data analytics to improve customer loyalty? Here’s 5 ideas to help you get started building that data-driven competitive edge.
https://www.groupfio.com/5-ways-to-boostcustomer-loyalty-using-data-analytics/
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
Huge opportunities in the daily deal industry have been attracting a lot of players; this has given rise to several innovative methods to stay ahead in the game. Being in the industry from its inception, Team Oorjit have witnessed
what leads to the rise and fall of players. The objective of this guide is to keep you updated and give a brief guidance about the industry which will help you succeed.
Marketing Analytics: The Secret To Your Business SuccessKavika Roy
https://www.datatobiz.com/blog/marketing-analytics-for-business-success/
Monitoring websites to track the success of a business is a culture and has since become a practice. It is usually interpreted that if the graph is good, the business is on the road to success and this somehow leads to significant aspects being neglected. Now, you must be wondering why so? This is a fact though, that simply by analyzing your website, you might just never be able to reach potential leads or evaluate the conversion rate of your potential customers or maybe even understand what is actually desired of your product to fulfill the demands of the market. Marketing analytics fills in the blank here and is the answer to all the forecasting you have been doing to date based on the evidence only. Implementing marketing analytics is what is to be learned now.
When it comes to analytics there are people who will behave as if it doesn’t matter. But it sure does. Smart people across the globe are investing in this science so as to improve campaigns and gain insights. Data from HBR (2015) shows various ways in which marketing analytics is being used by different companies.
Digital marketing is fundamental to businesses’ success in today’s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly becoming table stakes. So as a marketer, you must get on board.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
5 innovative ways to improve Omnichannel Customer Experience | BusinessezeeBusinessezee
Use the omnichannel marketing strategy for your company. This marketing increases client happiness and encourages loyalty. The five methods to enhance customer experience are listed below.
Sophelle Focus Report | Product Findability: Connecting People and Products O...Julie Barile
Product findability is more than on-site search.
Doing product findability right connects the right person
with the right product at the right time. Consumers
don’t recognize channels, technologies, warehouse
locations, or drop-ship relationships. They are expecting
a seamless, frictionless experience, and retailers that
provide it are succeeding in the marketplace.
Connecting people and products effectively significantly
improves the customer experience and leads directly to
downstream benefits.
Customers want retailers to meet them with relevancy
wherever they choose to shop. Seamless customer
experiences across all touchpoints requires coordinated
operations, integrated systems, and shared data
throughout the enterprise. Retailers must find the right
mix of solutions for their products and customers.
5 ways to boost customer loyalty using data analyticsgroupfio1
Great customer experiences lead to higher retention rates, increased brand loyalty, and bigger customer lifetime value (CLV). Improving customer experiences can seem like a straightforward task, but unless you base new tactics and strategies on tools like zero-party data, you might be putting in effort and resources in the wrong places.
So, what are some RIGHT ways to use data analytics to improve customer loyalty? Here’s 5 ideas to help you get started building that data-driven competitive edge.
https://www.groupfio.com/5-ways-to-boostcustomer-loyalty-using-data-analytics/
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
CCF provides near real-time insights into the customer experience and journey that previously could only be obtained through labor-intensive and time-consuming traditional research techniques. By applying predictive technologies to social data, SDL gives companies the means to better understand what customers care about, the reasons behind their actions, their attitudes and triggers for their behaviors, all of which can effectively translate audience experiences into strategic opportunities.
Huge opportunities in the daily deal industry have been attracting a lot of players; this has given rise to several innovative methods to stay ahead in the game. Being in the industry from its inception, Team Oorjit have witnessed
what leads to the rise and fall of players. The objective of this guide is to keep you updated and give a brief guidance about the industry which will help you succeed.
Marketing Analytics: The Secret To Your Business SuccessKavika Roy
https://www.datatobiz.com/blog/marketing-analytics-for-business-success/
Monitoring websites to track the success of a business is a culture and has since become a practice. It is usually interpreted that if the graph is good, the business is on the road to success and this somehow leads to significant aspects being neglected. Now, you must be wondering why so? This is a fact though, that simply by analyzing your website, you might just never be able to reach potential leads or evaluate the conversion rate of your potential customers or maybe even understand what is actually desired of your product to fulfill the demands of the market. Marketing analytics fills in the blank here and is the answer to all the forecasting you have been doing to date based on the evidence only. Implementing marketing analytics is what is to be learned now.
When it comes to analytics there are people who will behave as if it doesn’t matter. But it sure does. Smart people across the globe are investing in this science so as to improve campaigns and gain insights. Data from HBR (2015) shows various ways in which marketing analytics is being used by different companies.
Digital marketing is fundamental to businesses’ success in today’s modern era of engagement marketing. Promoting brands, products, and services online and through mobile applications is quickly becoming table stakes. So as a marketer, you must get on board.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Online Test, Target and Measurement
The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail.
* Nancy Shaver, Consulting Principal, Experian Marketing Services
5 innovative ways to improve Omnichannel Customer Experience | BusinessezeeBusinessezee
Use the omnichannel marketing strategy for your company. This marketing increases client happiness and encourages loyalty. The five methods to enhance customer experience are listed below.
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2. Introduction
Customer experience has the power to make or break a brand. In our
remote, digital-first environment, providing exactly what the customer needs
is more important than ever. Consumers today demand an individualized
experience across channels, with contextual content. Every engagement
with a consumer is an opportunity for you, as a marketer, to demonstrate
that you know who they are, what they care about and how you can help
them. Consumers have high expectations from brands given the variety of
messages they receive. Their experience with your brand must be managed
in the right way to ensure that they are not frustrated.
There is a 4-8% increase in revenue for companies with
a customer experience mindset.
- Bain & Company
How often do consumers prefer to receive messages and communication
from brands?
Source: Personalization Pulse Check Report 2021
16%
Daily
Frequency doesn’t matter if information is relevant
Weekly Monthly Quarterly
39% 25% 5% 14%
2
Customers are likely to spend 140% more after a
positive experience.
- Deloitte
3. Engaged customers have:
10% 14% 1.14%
greater wallet
share in
deposit balances
greater wallet
share in
investments
an average of 1.14
additional product
categories
Consumers who believe that companies are doing well
in offering personalized experiences shop over three
times more frequently.
- Epsilon
39% of North American and European consumers prefer to receive weekly
communication from brands; for others, frequency doesn’t matter if the
communication is relevant. Inconsistent messaging across channels,
receiving irrelevant products, and too many or too few messages are the
most frustrating communication experiences for consumers in North
America and Europe. Brands must create a communication strategy keeping
in mind frequency and individual preferences. Personalization and
omni-channel marketing to deliver a consistent experience play a critical
role in engaging customers.
Discussion about customers and data is futile if it doesn’t take into account
the ways in which behavior of customers and the brands interacting with
them has changed globally. Emerging trends in this post-pandemic world
indicate an increasing focus on keeping the customer at the centre of the
product and brand strategy. This has worked well for organizations across
verticals and geographies.
How digital adoption enhances customer experience
Among financial institutions, fully engaged customers bring $402 in
additional revenue per year to their primary bank compared to those who
are actively disengaged.
3
When a person purchases an item from a retail store,
they don’t expect to see an email or mobile notification
prompting them to repurchase the same product, if it's
not a repeat purchase. Consumers want brands to
personalize their experience based on their purchase
history and known interests and expect them to leverage
this information in the right way.
- Meagan White
Senior Marketing Director, North America
MoEngage
4. When we think about customer experience, the key question to ask is, "How
do we create the best experiences for users both within and outside of our
product?" You need to spend time to figure out how to build seamless
workflows so that everything is at your user's fingertips or a couple of clicks
away.
It’s all about customer
experience
We use analytics and attribution tools to understand
behavioral differences between our user segments,
such as renewing customers versus churn customers.
We also run A/B tests to test our hypothesis and
reiterate our findings.
Christopher Smith believes that brands need to understand what
customers are doing within their app or website. This doesn’t happen by
using hunches or assumptions to drive business. He recommends that
brands “should collate data by engaging in A/B testing or multivariate
testing to make sure that they're showcasing the best experience”. Use of
third party tools to understand behavioral differences between user
segments such as renewing customers vs churned, or identifying users by
their investment profiles can be a game changer here.
- Trang Dao
Vice President, Growth
Atom Finance
4
5. To engage users before they even purchase their product, organizations
need to ensure that their registration process is quick and easy. Getting
rid of unnecessary fields simplifies the customer experience.
A majority of engaged customers receive communication that is not related
to the product or service that they want - a big mistake when it comes to
personalization. The trick lies in finding the optimal time to ask users what
they want and making it really easy for them to communicate their
preferences. This can be easily achieved by mapping their behavior via
insight-led engagement.
The most active time of the day – Understand when your
customers use your platform.
Preferred communication channels – Pick the right
marketing channel to get your message across.
Content preferences – Decipher what each customer
prefers to view and recommend the right content.
MoEngage Analytics allows you to analyze consumers and predict behavior
such as:
5
You need to ensure that you have continual engagement with users to
nurture them at each step of their journey. Doing an isolated
pay-per-click ad, a display ad or an in-app ad is no longer going to cut it.
- Christopher Smith
Co-founder
American Graphics Institute
- Philip Greenwald
Chief Executive Officer
HiWave
Importance of 1:1 Customer
Engagement
6. Create 1:1 relationships with customers and maintain authenticity.
Do not assume that customers don’t want to share data.
There has been a gradual change and customers are now
willing to give information under the right circumstances.
Understand what users want by asking the right questions and
making it easy for them to communicate their preferences.
Honor customer preferences across channels, timing and
frequency by appropriately scheduling messages.
Segment the audience by geo targeting, ethnicity groups, user
interests etc. to engage like-minded consumers together.
Incentivize new customers and make them feel appreciated with
badges, certifications, congratulatory messages on work
anniversary etc.
Go-to Strategies for
Digital Adoption
6
Keeping every individual engaged.
Using multiple martech tools that function in silos.
Making sense of disconnected, incomprehensible data.
Launching an omnichannel campaign.
Inability to personalize customer experiences.
Inability to get a unified customer profile.
Acquiring new customers.
Top Challenges for
Marketers
7. Recognize my name 16%
Based on my previous purchase history 26%
Based on my interest 21%
Based on my location 11%
Based on my preferences 14%
Based on the products I engage with 12%
Whether you are using a customer relationship management tool, a
marketing automation system or a customer data platform, the data is
stored in different places and different teams have access to different tools.
There's really no visibility into each consumer's profile or individual interests
and behavior across different channels. As a marketer, if you must create a
consistent one-to-one multi-channel experience, you need all the data to be
connected.
Since customers have different preferences and expectations, using
segmentation to group them appropriately would make it easier to target
marketing communications.
Send contextually relevant messages that are based on customer
characteristics and behaviors such as recent browsing, browsing history,
wishlist or any personal offers that customers are interested in. For instance, a
majority of consumers in North America and Europe want brands to
personalize experiences based on their previous purchase history and interests.
Tackling the Challenges
Source: Personalization Pulse Check Report 2021
7
8. Additionally, marketers have access to advanced tools that enable them to move at
the customer’s pace and deliver relevant content real-time, across every channel.
AI, when used effectively, can become a marketer’s super power and help
minimize effort by auto-suggesting next steps in the customer journey.
MoEngage’s Sherpa enables you to pick the right time and messages for your push
notifications, emails and text messages.
Sherpa observes the performance of different message variations to
automatically pick and show top-performing content to customers in real-time.
It boosts ROI by identifying the best time to send messages and when
customers are most likely to interact.
Intelligent Path Optimizer uses Sherpa to maximize conversions and helps in
identifying the best journey for customers.
Focusing on critical moments in the customer journey and
having a holistic view of customers on a single platform
allows marketers to create an insight-led engagement
strategy, and removes guess work and trial-and-error.
- Irmina Myszkowska
Senior Product Marketing Manager, North America
MoEngage
Empiricus used MoEngage User Path Analysis to optimize
campaigns for their onboarding process throughout the
customer lifecycle. They observed a 45% increase in
conversions and a 100% increase in content engagement.
Customers today are more digitally savvy than ever before. They
interact with brands across digital channels such as websites, mobile
apps and social media. Therefore, having a holistic view of customers on
a single engagement platform would simplify a marketer’s task by
allowing them to follow a data-driven approach to personalizing
customer experiences.
Did you Know?
8
9. 9
There is a growing need for organizations to use the right tools to facilitate experimentation and personalization
in order to increase conversion and optimization rates. Businesses need an effective optimization and testing
program that can help them achieve return on investment and edge out competitors.
Morganne Hatfield explains the three
different areas of Hanna Anderson’s
experimentation program
The ideation stage is a collaborative one where the team solicits test ideas from
the whole company. To build a culture that promotes testing, the company uses a
simple Google form to collect ideas from employees. Tests are conducted using
tools such as AB Tasty. This is followed by analyzing the results and calculating an
estimated run time based on the amount of traffic needed to reach statistical
significance. This information is then communicated to the teams early on so that
Hatfield can set the right expectations about the timelines for results.
Taking an experimentation approach is a great way to ensure
that you are keeping customer experience at the forefront and
enabling customers to find what they are looking for and get
personalized recommendations.
Using Experimentation to Improve Customer Experience
The cost to acquire new customers is increasing every year.
However, by optimizing experience and creating an effective
optimization program, you can decrease acquisition costs by
50%. You can thus convert more customers at a lower cost.
This can ultimately help you lift your revenues by 5-15% and
increase the efficiency of your marketing spend by upto 30%.”
- Mary Kate Cash
Senior Manager, Partner Marketing
AB Tasty
Test Results
Analysis
Test
Ideation
Test
Execution
10. The testing process needs to be iterative, defined, prioritized and
collaborative - you need to allow ideas to flow in from everywhere.
Get an executive sponsor who truly believes in the testing program and
get endorsement at the highest level in the company. Additionally, you
need a dedicated resource who can drive the program forward.
Communicate the progress, wins, learnings etc. from day one. Provide
weekly updates on tests to the leadership team as well as the
merchandising and digital teams. Also put in place quarterly internal
reviews for testing.
Test ahead of time to get data before you invest resources and save on
time, effort and money.
Build a culture of testing that can have a ripple effect so that there are
more people who are aware of what's going on. This will make them
more invested in the process, ask questions and pitch in ideas.
Capabilities of a Rock Solid
Testing Program We have seen the impact that the economic uncertainty caused by multiple
rounds of lockdowns and restrictions around the world has had on customer
confidence in 2020. Customers continue to shift to online shopping across
categories. It is likely that this shift will stay on after the pandemic. New
digital habits such as grocery/food delivery are being formed. Many apps
were born during the pandemic and they will continue to be a vital area of
investment as the economy recovers. The urgency for personalization in
marketing and customer expectations from brands has increased
exponentially. Customers expect brands to go the extra mile and anticipate
their needs based on their interactions, interests and personal preferences.
To meet these expectations, brands need to deliver the right product or
communication at the right time using a streamlined data-driven approach
that incorporates customer profiling, segmentation and customized
experiences.
Conclusion
Our Experts
10
American
Graphics
Institute
HiWave
11. Here’s what you can read Next:
Shopping Behavior and
Consumer Preferences in
North America and Europe
1. Personalization
Pulse Check Report
2021
Read More
2. Beginner’s
Guide to
Omnichannel
Marketing for
2021
Read More Read More
3. Insight-Led
Engagement for
Media &
Entertainment
Brands
05
11
4. State of Mobile
Finance in
2021
Read More
12. Creative:
stevepartners.com
About
MoEngage is an insights-led customer engagement platform, trusted by more than 1000 global consumer brands
such as Ally Financial, McAfee, Flipkart, Nestle, T-Mobile, Travelodge and more. MoEngage empowers marketers
and product owners with insights into customer behavior and the ability to act on those insights to engage customers
across the web, mobile, email, social and messaging channels. Consumer brands across 35 countries use MoEngage
to power digital experiences for over 900 million users every month. With offices in nine countries, MoEngage is
backed by Multiples Private Equity, Eight Roads, F-Prime Capital, Matrix Partners, Ventureast and Helion Ventures.
Fortune 500 brands across 35+ countries such as Deutsche Telekom, Samsung, Vodafone, Nestle, McAfee, and
internet-first brands such as Ola, OYO, Bigbasket, and Tokopedia use MoEngage to orchestrate their cross-channel
campaigns and engage efficiently with their customers.
MoEngage was recognized as a Leader in the 2020 Gartner Magic Quadrant for Mobile Marketing Platforms,
a Strong Performer in the Forrester Wave™: Cross-Channel Campaign Management (Independent Platforms),
Q3 2021, a Leader in G2 for Fall 2020 Grid® Reports, and the #1 Mobile Marketing Platform in G2's
Spring 2021 Momentum Report for our solutions. To learn more, visit www.moengage.com.
content@moengage.com
www.moengage.com
twitter.com/moengage
Creative:
www.stevepartners.com