- Setup required for personalized communication and customer-centric insights - Core ecommerce governance - Core ecommerce functions - Digital marketing initiatives and KPIs - Suggested initiatives per target goal - Personalization use cases - Top automated behavior-driven digital marketing paths - Top customer segmentations - Segmentation uses by channel - Data required for personalization - Customer 360 data warehouse specifications - Start and target tech environment

1. Ecom & Digital Mktg Setup
Plus Personalization Strategy and Environment
Fabiana Pereira
EVP, Brainpulse Consulting
Brainpulse © 2016-2017, All Rights Reserved

2. Strategy Considerations

3. Together with brand and merchandising due diligence…
1 - Personalized communication based on an
2 - Agile strategy fed by
3 - Customer-centric insights
...will increasingly more define ecommerce leadership.
In 2017...

4. Capacitation Sprints
Corporate
Roadmap
Strategic
Execution
Technology & Skills
Enablement
Agile Strategy

5. Awareness
Advocacy
Evaluation Purchase Use / Support
Loyalty Loop
Base Customer Journey
(Note how it’s inbuilt into governance)

6. Core Ecom Governance
(Thank Chantal Laflamme for this great graph!)
Goals and go-to-market strategy
Inspiration
Research
Identification
Attract
Sensibilize
Engage
Evaluate
Select
Present value,
products, offers
Purchase
Process
transaction
Receive
Process order
Post-purchase
Retention
-Ecom strategy
-Brand strategy
-Content strategy
-Acquisition strategy
-Marketing calendar
-Merchandising
-UX
-Pricing
-Promo strategy
-Conv. Optimization
-Warranty/Policies
-Payment methods
-Fraud prevention
-Order management
-Inventory manag.
-Packaging
-Delivery logistics
-Tracking/Timing
-CRM strategy
-Client feedback
-Product reviews
-Customer service
-Returns/Exchanges
Data management, channel optimization, cross-channel campaigns, customer-centric analytics...

7. Strategy, Campaign Planning & Execution Management
Technical PM
Web
Development
Online
Purchasing
Online
Merchandising
CRM Campaign
& Analytics
Web Analytics
Social Media
Coordination
Paid Campaigns
(SEM)
Earned
Media/PR
Promotion
SEO
Fulfillment
& Service
Copywriting
Design
Campaign Coordination
Core Ecom Functions
CONVERSION OPTIM.MERCHANDISING ACQUISITIONCREATIVE DEVELOPMENT

8. IMPROVED:
ACQUISITION
& TRAFFIC
CONVERSION
RATE
AVERAGE
ORDER VALUE
PURCHASE
FREQUENCY
RETENTION
RATE
BRANDING
INTEGRATED DIGITAL
CAMPAIGNS
PERSONALIZED
PRODUCT RECOS
LIFECYCLE-PERTINENT
TOUCH BASES
UP- & CROSS-SELL
PERSONALIZED
CONTENT & OFFERS
Initiatives & KPIs

9. Goals, Initiatives, Tech
WHAT HOW CORE TECH
Deliver Dramatic
Sales Growth
- Increase Conversion Rates
- Grow active contactable database
-
Increase
Conversion Rates
- Collect & analyze channel, campaign, customer data
- Ongoingly optimize strategy & tactics following insights
Web Analytics
BI / CRM
Communicate with
Pertinence
Automate personalized communication based on profiles
(personas, product preference, purchase funnel)
Mktg Cloud
Enable Consistent
Experiences
Leverage behavior-driven cross-channel campaigns based
on strategic customer profiles and purchase funnel
Mktg Cloud
Grow active
contactable DB
Develop and execute on an acquisition strategy that
includes optimizing email capturing on site
-

10. Connected Environment
Enabling Optimal Operations
Integrated
Digital Tools &
Customer DataSocial Media / Advertising
Insights-powered retargeting
Behavior-triggered content
Optimized lookalike acquisition
Email Campaigns
Preference-based content
Behavior-triggered messages
Optimized frequency
Merchandising
Optimized product mix
Strategic category development
Stores
Service personalization
Product recommendations
Best-offer / retention incentives
Ecommerce Site
Product recommendations
Best-offer incentives
Content personalization
Customer Service
Service personalization
Product recommendations
Best-offer / retention incentives
Marketing Calendar
Optimized promotions
Strategic branding messages
Well-timed acquisition / monetization

11. Automated Personalization (example)
Purchases or
searches for
“Item X”
Real-time
info/offer by
email, SMS, or
mobile push for
“Item X/Z”
Social media
and display ads
feature custom
promo for
Item X/Z”
Web content &
promos now
focused on
“Item X/Z”
Customer
Service Reps
aware of
client’s interest
& behavior
Email subscriber
Not subscriber
Sales Reps are
aware of client’s
interest
& behavior

12. Top Automation Paths
AT SIGNUP
1 - WELCOME
SERIES
AFTER
1) HEAVY BROWSING OR
2) CART - CHECKOUT
3 -
ABANDONMENT
SERIES
AFTER
PURCHASE
5 -
MILESTONES
SERIES
ON BIRTHDAY
ON ANNIVERSARY
4 -
POST-PURCHASE
SERIES
6 - REACTIVATION
SERIES
3 MONTHS WITH
NO ACTIVITY
2 -
DISCOVERY
SERIES
AFTER WELCOME
7 - LOYALTY
SERIES
AT LOYALTY
MILESTONES
8 -
TRANSACTIONAL
SERIES
AFTER PURCHASE
AFTER CANCELLATION
AFTER CUSTOMER
SERVICE CALL

13. Customer Segmentation
360 Profile
PURCHASE HISTORY
CUSTOMER JOURNEY
SATISFACTION & NPS
PROMO
RECEPTIVENESS
RFM & CLTV
RETENTION
PRICE SENSITIVITY
STRATEGIC SEGMENTS ONLINE BEHAVIOR
PRODUCT
PREFERENCES

14. DIRECT MKT
EMAIL &
WEBSITE
SOCIAL MEDIA SEM MASS/SEO
STRATEGIC SEGMENTS
RFM / CLTV
PROMO RECEPTIVENESS
CUSTOMER JOURNEY
ONLINE BEHAVIOR
PRODUCT PREFERENCES
PRICE SENSITIVITY
SATISFACTION / NPS
RETENTION
Segmentation by Channel

15. Data & Tech
Considerations

16. TRANSACTIONS
SOCIAL MEDIA
SURVEYS
PROMO CAMPAIGNS
VoC / NPS
GEO-DEMO
(Stats Can, Canada Post)
CUSTOMER SERVICE
PERSONAL PROFILE CRM / LOYALTY
DIGITAL ANALYTICS
Personalization Data
360 Profile

17. Customer 360 DW
Some Specifications
Requirements for automation and marketing optimization:
1. Individual customer information
2. Master UID (across all business lines, channels, and devices)
3. Master and detail tables (transaction, product and promo)
4. Keeps attribute history (time stamped)
(To calculate recency, frequency and make historical analyzes)
5. In the highest granularity
(Aggregations will be defined on the analysis phase)
6. Integration of intelligence / strategic segments
(So KPIs can be displayed by dynamic/historical target list)
7. Near real time (as the source permits)

18. Site WebDW
Google
Analytics
Email
Platform
Start Environment
Perf
Marketing
PPC
Display Ads
Social Media Ads
Affiliates

19. Benchmark Environment
Website
Mobile App
Mktg Cloud
DW 360 DB/DM
Digital
Analytics
CRM
(@ ERP/POS)
Customer
Service
Personaliz.
Engine
Reports &
Dashboards
Perf
Marketing
Offline
3rd party data
Census
Surveys
VoC

20. Benchmark Tech Elements
PLATFORM ELEMENTS
CLCM Database
Scalable enterprise data-mart optimally designed to meet automation,
personalization, and segmentation goals
Reports & Dashboards
Complete analytics suite delivering live cross-channel,
customer-centric reports and dashboards
Marketing Cloud
Cross-channel digital marketing solution delivering the right message
at the right time to the right customer through emails, SMS, mobile
push, plus social media and display advertising
Digital Analytics
Collects online behavior data from website and mobile applications,
powering automation and insights, as well as providing 360-view on
customer behavior within and throughout channels
Personalization Engine
Dynamic engine that powers timely, personalized product offers on
websites, mobile applications, and emails - may be coupled with DMP

21. QUESTIONS?
Find me at fabiana@brainpulse.ca