SlideShare a Scribd company logo
Solving Customer
Experience
with Data & AI
VP, Analytics, Insights and Data Science Director, Engineering - Criteo AI Lab
Romain LerallutJaysen Gillespie
The 3 Pitfalls:
Rethinking Customer
Experience
• Most personalized recommendations aren’t relevant
• Not activating your data
• Not leading with a data strategy
Solving the Challenges
Today’s Agenda:
The State of AI &
Machine Learning
Personalizing
Recommendations
Activating
Your Data
Creating a
Winning Strategy
What is AI?
Data plus AI is the key to customer experience
Activating your data
Centralization creates value
Winterberry Group
Single Retailer
In past year:
• 75 offline purchases
• 28 stores
• 542 products
• 85 brands
• $10,727 value
• Bought one pair of jeans 2
months ago for $71
In past year:
• 27 online purchases
• 14 stores
• 95 products
• 24 brands
• $3575 value
• Bought one pair of shoes
6 months ago for $214
More data = better recommendations, more customers
Single Retailer
In past year:
• 75 offline purchases
• 28 stores
• 542 products
• 85 brands
• $10,727 value
• Bought one pair of jeans 2
months ago for $71
In past year:
• 27 online purchases
• 14 stores
• 95 products
• 24 brands
• $3575 value
• Bought one pair of shoes
6 months ago for $214
More data = better recommendations, more customers
• Frequent online shopper
• Buys at full price
• Strong affinity to 15 brands
• Prefers high-end products
• Buys clothing every month
• 3 favorite colors
• 2 favorite styles
• Etc.
Publishers
The Criteo Network
Sales
Relevance
Brands
Retailers &
Commerce
1,000+
1,000s of
premium publishers
4x Shopper
engagement
$25B Annual
post-click sales
1.4B+
Active shoppers monthly
$615B+
Annual commerce
sales
16,000+
Forget the linear shopping journey
New models for a new customer experience
THE LOYALTY LOOP
Consider
Evaluate
Start Journey
Enjoy
Advocate
Bond
BUY
(add source)
3 stages for 3 phases
THE LOYALTY LOOP
Consider
Evaluate
Start Journey
ACQUIRE
Enjoy
Advocate
Bond
BUY
Criteo Dynamic Retargeting Criteo Audience Match
Criteo Customer
Acquisition

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eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytics and AI

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  • 32. VP, Analytics, Insights and Data Science Director, Engineering - Criteo AI Lab Romain LerallutJaysen Gillespie
  • 33. The 3 Pitfalls: Rethinking Customer Experience • Most personalized recommendations aren’t relevant • Not activating your data • Not leading with a data strategy Solving the Challenges Today’s Agenda: The State of AI & Machine Learning Personalizing Recommendations Activating Your Data Creating a Winning Strategy
  • 35. Data plus AI is the key to customer experience
  • 38. Single Retailer In past year: • 75 offline purchases • 28 stores • 542 products • 85 brands • $10,727 value • Bought one pair of jeans 2 months ago for $71 In past year: • 27 online purchases • 14 stores • 95 products • 24 brands • $3575 value • Bought one pair of shoes 6 months ago for $214 More data = better recommendations, more customers
  • 39. Single Retailer In past year: • 75 offline purchases • 28 stores • 542 products • 85 brands • $10,727 value • Bought one pair of jeans 2 months ago for $71 In past year: • 27 online purchases • 14 stores • 95 products • 24 brands • $3575 value • Bought one pair of shoes 6 months ago for $214 More data = better recommendations, more customers • Frequent online shopper • Buys at full price • Strong affinity to 15 brands • Prefers high-end products • Buys clothing every month • 3 favorite colors • 2 favorite styles • Etc.
  • 40. Publishers The Criteo Network Sales Relevance Brands Retailers & Commerce 1,000+ 1,000s of premium publishers 4x Shopper engagement $25B Annual post-click sales 1.4B+ Active shoppers monthly $615B+ Annual commerce sales 16,000+
  • 41. Forget the linear shopping journey
  • 42. New models for a new customer experience THE LOYALTY LOOP Consider Evaluate Start Journey Enjoy Advocate Bond BUY (add source)
  • 43. 3 stages for 3 phases THE LOYALTY LOOP Consider Evaluate Start Journey ACQUIRE Enjoy Advocate Bond BUY Criteo Dynamic Retargeting Criteo Audience Match Criteo Customer Acquisition