Future belgium 1606(1)
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The document discusses SmartFocus, a company that provides context-aware marketing solutions using virtual beacons, mobile apps, and personalized messaging. It explains how SmartFocus can track customer movements and behaviors within physical spaces to send tailored messages at appropriate times. Statistics are presented showing the effectiveness of personalization for customer engagement and conversion. SmartFocus is portrayed as an innovator in using emerging technologies like proximity data, machine learning and natural language processing to deliver highly relevant messages across digital channels.
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Future belgium 1606(1)
- 1. © 2015 SmartFocus. All rights reserved. SF00037
- 4. What went wrong? Too many humans
- 5. What went wrong? Connectivity needed Too many humans
- 6. What went wrong? Exit not visible Too many humans Connectivity needed
- 7. What went wrong? Exit not visible Only mobile notifications Too many humans Connectivity needed
- 8. What went wrong? Too many humans Exit not visible Only mobile notifications 33% failure rate Connectivity needed
- 9. Virtual beacons: Proximity • Sensor fusion + map matching • X/Y data collection (footfall) • Entry, Exit, & Dwell events • Personalized messages, local notifications
- 10. The process Visitor downloads app Personalised messages on entrance and exit to ‘zones’ Steps tracked and aggregated Loyalty, gamification, information
- 11. What you need DIGITAL FLOORPLAN VIRTUAL BEACONS SMARTFOCUS SDK Software Development Kit SMARTPHONE APP (Running SmarFocus SDK) Polygon area is defined on a digital floor plan. Virtual beacon zones are established. SmartFocus virtual beacons help define an area or zone within a chosen space. SmartFocus custom built SDK is incorporated into Smartphone app. Personalized and contextualized messages can be sent to the user ‘in-moment’.
- 13. 56% of millennials will share their personal data in return for personalized experiences In app competition offers redeemable by customers have a conversion rate of over 57% 94% of businesses say personalization is critical to their current and future success 44% of consumers say that they would like brands to deliver deals and coupons to their mobile devices (Millward Brown)
- 16. DOW NLOAD TARGET ACHIEVED 80 % ENGAGEMENT LEVEL 71% EMAIL OPEN RATE
- 20. 1. You can contextualize a customer journey by knowing when the customer is likely to purchase, or buy from you again
- 21. 2. You can create context-aware marketing using mobile to understand much more about your customer than ever before.
- 25. SmartFocus has been an innovator in messaging and communications from the start: EMAIL SEGMENTATION SOCIAL DATA & INSIGHT PERSONALIZATION MOBILITY & CONTEXT 1999 SmartFocus begins life as EmailVision. 2006 Smart segmaentatio n and triggered messaging. Awards for leaders in SaaS by revenue growth. 2009 The social and mobile journeys begin with SmartFocus app and social plugins. 2010 Purchasing of customer insight products shows big play into big data. Content becomes more relevant, tied to RFM data for single marketing view. 2011 Recommendations software now available for the web. Personalized interactions possible to a SKU level. Data business grows. 2014 Proximity and NLP plus machine learning capabilities turns SmartFocus into the only contextual engine across web, email, social and instore. TODAY
- 26. SmartFocus delivers context-aware marketing for 2500+ brands SmartFocus is the only customer obsessed marketing message cloud. Through patented algorithms it genuinely listens to and learns from customers. This provides contextually unique and temporally relevant engagements, through any digital channel. 55 billion personalized interactions a year 8 million campaigns a year
- 28. © 2015 SmartFocus. All rights reserved. SF00037
Editor's Notes
- Instant account identification Full foot fall measurement Unlimited editable zones No hardware
- Benefits Every journey mapped Personalised content every time No connectivity needed onsite Direct-to-visitor longtail Voice of the customer
- Story – hunger gamification – result. Reference Trinity Leeds and Macy’s roll out. It’s happening. Case studies across retail, events and travel
- Office example geo-location proximity push abandoned store email results
- The app achieved it’s download target and has over 80% engagement level over the Summer. The in-app offers were very popular with users, resulting in increased sales and revenue from in-store visits. Also for the first time ever, a beacon enabled email was sent to users of the app. This resulted in a very high open rate of 71% and a click-through rate of 40%. By using a mobile app, beacons, in-store promotion and email, OFFICE was able to utilize numerous different channels to market to it’s customers.
- Who’s doing it well? Surprise, surprise – Google! Business can access this level of context-aware marketing for mobile using The SmartFocus Message Cloud Next appointment When you have an appointment, Google Now checks traffic so you can know how long it'll take to get there. You even get a notification for when you should leave. Restaurant reservations Be reminded to leave for the restaurant based on live traffic information. Traffic Get traffic conditions and alternate routes before you leave for work, including real-time transit updates when the transportation mode is set to public transit. Google Now also puts traffic to your next likely destination at your fingertips. Weather When you start your day, Google Now shows weather for your current location and work. Or, if you will be travelling, Google Now shows the weather at your destination.
- Airport When passenger arrives at airport it recommends and offers navigation to retailers based on purchase history. It also displays live currency exchange rates available at the FX counter. [EMAIL]
- Restaurant When customer walks within 500 yards of their restaurant a message is triggered containing an offer than can only to be redeemed within an hour. Content is automatically updated when the message is opened to reflect breakfast, lunch or dinner. [GEO-PUSH] Show a map with boundary?
- Or – critically – when might they abandon?! What is their purchasing intent and buying signals? What is the context of their visit that day?
- This includes location based technology as one of the many triggers for contextualization. Email, web, social and of course push and proximity marketing now take place, in the majority of cases, on the smartphone creating enough customer signals to enable great contextual marketing.
- How do we uphold those two principles? Data IT’S ALL ABOUT CUSTOMER RECOGNITION
- Otherwise known as explicit and implicit data. Not so much single customer view as ‘aggregated customer view’
- This is the most exciting part! The loop is now completely closed by adding virtual beacons to the total digital customer journey. We recognise the customer, where they are and what they are doing through cookies, beacons, GPS and other sensors. We can then react in the moment providing the product, offers and experience they really want. This can then be delivered as part of a cross-channel campaign – we have seen traditional response rates increase by over 400% when you trigger emails with beacons, for example. Finally you measure – more meaningfully than ever before. The mobile data delivered by beacons fits neatly alongside transactional data to give a single MARKETING view.