Driving Conversions Through Deep Personalization

DRIVING CONVERSIONS
THROUGH DEEP
PERSONALIZATION
Learning to Leverage Marketing
Technology Tools and Solutions for
Full Customer Engagement

Today’s Speakers
Karen Wood
Senior Director, Product
Marketing, Acquia
Joe Stanhope
Vice President, Principal
Analyst, Forrester
Ken Lowenberg
Director, Digital Marketing
and Technology, Ameex
Technologies

The Personalization Imperative:
Building The Foundation For
Engaging In Consumers’ Moments
Joe Stanhope

© 2020 Forrester. Reproduction Prohibited.
Consumers are empowered

The buying cycle has changed

© 2020 Forrester Research, Inc. Reproduction Prohibited
Marketers win in customers’
moments.

© 2019 FORRESTER. REPRODUCTION PROHIBITED.Source: Forrester report Evolve Now To Personalization 2.0: Individualization; Forrester Data Consumer Technographics Global Online Benchmark Survey (Part 2), 2018
›89% of digital businesses say
they are personalizing
experiences.
›72% of retailers say they
want to personalize the
in-store experience.
›Only 5% of US consumers
say email offers are usually
well-timed with my needs.
›Only 13% of US online
adults aged 18 to 24 say
that brands make them feel
valued.
Delivering on the promise of moments remains a
work-in-progress

Moments drive the personalization
opportunity.

© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Define personalization strategy
1

Understand the spectrum of personalization
Source: “Use Personalization To Drive Loyalty And Customer Obsession” Forrester report

Assemble the data foundation
2

Data: Understand your customers
Source: “There’s No Personalization Without Content Intelligence” Forrester report.

© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Accelerate with the right tech
3

Integrate a complete feature set for personalization
Source: “The Future Of Enterprise Marketing Technology” Forrester report.

2. Be ready to test and learn, then test some more.
1. Use the customer journey to identify opportunities.
3. Cultivate data and technical capabilities in lockstep.

Personalization is Key.
Karen Wood

MACHINE
LEARNING
ORCHESTRATION
SITES
SERVICE
S
DATACONTENT
CHANNELS
MODALITIES APPLICATIONS
Acquia DXP
SUPPORTSERVICEDIGITAL CROSUPPORTSERVICEDIGITAL CRO CMO CIO

AWARENESS INTEREST ENGAGEMENT PURCHASE LOYALTY GROWTH
You Want to Deliver Relevance at Every Touchpoint
UNIFIED CUSTOMER DATA
WEB
RETAIL
ASSOCIATES
DIGITAL
ADVERTISINGWEARABLES EMAIL CHAT CALL CENTER
POS
Event
Registration
CRM ESP
Third Party
Data Append
Customer
Service
Website
Behaviors
...Any Other
Data Source

Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
… But Disconnected Systems Make It Diﬃcult
Call Center
Website
Identity
Data
POS &
Inventory
Systems
CRM
E-commerce
Systems
BI Systems
Web
Personalization
Direct Mail
& ESP
Digital Ad
Campaigns

Identit
y Data
CRM
Analytics
Acquia
Personalization
POS & Inventory
Systems
BI Systems
ESP
ACQUIA CDP
﹣Data Ingestion
﹣Identity Resolution
﹣Single Customer View
﹣Analytical Insights
﹣Machine Learning
– Email
– SMS
– Chat
– Mobile App
– Call Center
– Loyalty
– Social
– Clienteling
– Direct Mail
Interaction Channels
Align Your Data to Your Business
E-commerce
Systems

CUSTOMER DATA PLATFORM
A customer data platform is a marketer-managed system that creates a
persistent, uniﬁed customer database that is accessible to other
systems.
Deﬁnition
David Raab -- Customer Data Platform Institute
Why CDP?
1. Foundation of clean, intelligent customer data
2. Analytics enabling a true understanding of the customer
3. Ability to activate data for all teams who need access to customer data

What Does a CDP Do?
Gain a single view
of the customer
Reveal customer
insights
Activate data
across channels
Real-Time Platform

BEFORE ACQUIA
WITH ACQUIA IDENTITY RESOLUTION ENGINE
Kate = Catherine
NCOA Move from 123 Main st-> 17 Ferry Ln
Match cart cookie product N = store purchase roduct N
within 1 day
Kate.guilfoyle@ab.com no opens, unsubscribed
kateg12@gmail.com 3 opens, active
LoyaltyID #15
Catherine Guilfoyle
Kate.guilfoyle@ab.com
Purchased G & H
Value = $30
Web account #12
Kate
Kate.guilfoyle@ab.com
Purchased T & N
Value = $90
Call center ID#14
Catherine Guilfoyle
kateg12@gmail.com
Returned G
Value = -$20
No accountID
Kate Guilfoyle
kateg12@gmail.com
Purchased F&G
Value = $50
POS Tx #45
Kate Guilfoyle
kateg12@gmail.com
17 ferry lane
404 555 1212
Purchased T
Value = $20
Credit card
purchase
February 14, 2017
CC hash#18
Product A $50
Product B $60
Mobile guest
checkout
May 25, 2017
No customerID
Order #123
CC hash #18
Kate Guilfoyle
123 Main St, Los Gatos
Kateg12@gmail.com
Product F $30
Product G $20
Purchase &
New Loyalty
Card
June 13, 2017
LoyaltyID #15
Catherine Guilfoyle
Kate.Guilfoyle@ab.com
Product G $20
Product H $10
Abandoned
cart
August 13, 2017
Web Account #12
Kate.Guilfoyle@ab.com
Browsed Product T $20
Add to cart Product N $70
Call center
ticket
June 14, 2017
Order #123
Call center ID#14
Kateg12@gmail.com
Product G return -$20
Store ship-to
home
August 14, 2017
TransactionID #45
Kate Guilfoyle
kateg12@gmail.com
(404) 555 1212
17 Ferry Lane, Westport
CC hash #18
Product T $20
17 Ferry Lane, Westport CT
(moved from 123 Main St, Los Gatos CA
on June 30, 2017)
(404) 555 1212
kateg12@gmail.com (primary, active)
Kate.guilfoyle@ab.com (unsubscribed)
loyaltyID#15: silver (active)
$190
Lifetime transactions: 4
Customer since: February 14, 2017
Last transaction: August 14, 2017
Events: Call center ticket, browsing
events, coupon usage loyalty signup
Catherine
(Kate)
Guilfoyle
Gain a Single View of the Customer

Dashboards Ad hoc analytics Direct query access
Provide Insights to All Teams Who Need Them

Activate Data Across the Customer Lifecycle
GROW
Target right oﬀers and messages
to maximize margin and retention
ACQUIRE
Acquire new visitors at a lower
cost; boost eﬀectiveness of
digital advertising
ENGAGE
Increase customer engagement
& enable 1:1 personalization
ANALYTICS
MACHINE LEARNING
INSIGHTS

Start with Simple Use Cases and Grow from There
MATURITY
TriggeredCampaigns
SegmentedEmail
TargetedDirectMail
SocialAudiences
AdNetworkAudiencess
LifecycleCampaigns
In-StoreClienteling
WebPersonalization
In-storeTraﬃcCapture
CallCenter360
PredictiveOptimization
DynamicPersonalization
JourneyManagement
BEGINNER INTERMEDIATE ADVANCED

Achieve higher
engagement in the
customer’s journey.
Ken Lowenberg

Introduction
Ken Lowenberg
Director, Digital Marketing and
Technology, Ameex
Technologies

© 2020 Ameex Technologies | www.AmeexUSA.com
About Ameex
“Ameex helps Tech managers
leverage AI as a strategic
advantage”
A 7 times consecutive INC
5000 company
(2014-2020)
ISO/IEC 27001:2013
CERTIFIED
3 Time Award
Winner
SINCE
2007
HQ
Schaumburg,
IL USA
600+
Strong Global
Team
15+
Fortune 500
Companies
150+
Support
Clients

About Epilepsy.com
Epilepsy.com #1 epilepsy and
seizures site in the world
800K-1M visitors
per month
~35K visitors
per day
User Journeys
Mission-Based
Donation-Based
Goal
To better engage and
activate during user journey.

Two Key Essentials
Essentials
Matching
User Intent
to Content
Quality and
Curated
Data

Matching User Intent
— Discovery Work
— Persona Exploration
— Understanding the
Importance of the
Journey for each
User Personal
— Matching Personalization
Strategy to User Goals

01 02 03 04URGENCY
Initial Information
from IP and
Google Analytics
ENGAGEMENT
Data-Driven Insights
CONVERSION/
ACTIVATION
Action and
Activity Calls
ENTHUSIAST/
ADVOCATE
Delightfully
Personalized Journey
Building the Journey

Crawl Walk Run Fly
— Self-Curated Data
— Google Analytics
— Geo-Location Strategies

Crawl Walk Run Fly
— Identifying Traﬃc Patterns and
Visitor Frequency leading to…
— Discovering User Intent for
Epilepsy Care and Support
— Providing Curated Medical
Treatment Options

Crawl Walk Run Fly

Crawl Walk Run Fly
— Personalization is a Team
Sport
— Every Business Division
Impacted by Digital Strategy
Must be Involved
— All Players Must Have Good
Understanding of
Personalization Power
— Good Data Practices and
Cooperation

2. Develop a plan to build the program over time.
1. Align your personalization goals with a data strategy.
3. Collaborate for maximum impact.
Today’s Key Takeaways

EXPERIENCE
DIGITAL FREEDOM
October 20-21, 2020
SAVE THE DATE

KEY TA
How Ameex + Acquia work together to activate
marketing cloud

Driving Conversions Through Deep Personalization

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