SlideShare a Scribd company logo
Embracing data as a strategic asset
in achieving customer-first
experiences
PRESENTED BY: JASON GREENWOOD
DIGITAL TRANSFORMATION 2018 | #DX18
SOURCES OF DATA
NOT CREATED EQUAL.
DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET
“Data without the human connection is incomplete... “
• CLICKSTREAM DATA SOURCES (GA)  LACKS PII
• CRM & ERP
• EMAIL DATA
• CHANNEL DATA (SALES & BEHAVIOURAL)
• PERSONAL PREFERENCE DATA & HOW TO INCENT
BUILDING 1-1 CUSTOMER
RELATIONSHIPS.
DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET
“CONNECTING THE DOTS… “
• LIVE CHAT BECOMING HUB OF CUSTOMER COMMS
• PRODUCT ATTRIBUTES & STRUCTURED DATA REQUIRED
• DYNAMIC SEGMENTATION THAT SCALES (SITE SEARCH,
RECS, EMAIL, PUSH ETC)
• CROSS REFERENCING DATA – EG OUT OF STOCK VS
CONVERSION
INTERNAL KNOWLEDGE SURFACING
AUTOMATION.
DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET
“DATA INVESTMENT MAKES $$ SENSE ... “
• CHATBOTS/SEMANTIC ENGINES
• Q/A ON PRODUCT PAGES
• AI / MACHINE LEARNING | AI TERM OVER USED
• YOUR AI WILL COME VIA PARTNERS – CHOOSE WISELY
5 TOP
TIPS.
DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET
“Never stop learning… “
• BUILD SYSTEMS TO CAPTURE DATA IN A STRUCTURED
WAY SO IT CAN BE REUSED/INTEGRATED
• PII DATA IS KING
• DEMOCRATISE DATA ACCESS & DATA SHARING
• OPTIMISE DATA FOR MOBILE EXPERIENCE
• BE CREATIVE IN COLLECTION & USE OF DATA!
Q&A.
DIGITAL TRANSFORMATION 2018 | #DX18JASON@GREENWOODCONSULTING.NET
FIND JASON ON:
LET’S CONNECT ON LINKEDIN

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Jason Greenwood - Digital Transformation NZ Conference 2018 Presentation

  • 1. Embracing data as a strategic asset in achieving customer-first experiences PRESENTED BY: JASON GREENWOOD DIGITAL TRANSFORMATION 2018 | #DX18
  • 2. SOURCES OF DATA NOT CREATED EQUAL. DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET “Data without the human connection is incomplete... “ • CLICKSTREAM DATA SOURCES (GA) LACKS PII • CRM & ERP • EMAIL DATA • CHANNEL DATA (SALES & BEHAVIOURAL) • PERSONAL PREFERENCE DATA & HOW TO INCENT
  • 3. BUILDING 1-1 CUSTOMER RELATIONSHIPS. DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET “CONNECTING THE DOTS… “ • LIVE CHAT BECOMING HUB OF CUSTOMER COMMS • PRODUCT ATTRIBUTES & STRUCTURED DATA REQUIRED • DYNAMIC SEGMENTATION THAT SCALES (SITE SEARCH, RECS, EMAIL, PUSH ETC) • CROSS REFERENCING DATA – EG OUT OF STOCK VS CONVERSION
  • 4. INTERNAL KNOWLEDGE SURFACING AUTOMATION. DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET “DATA INVESTMENT MAKES $$ SENSE ... “ • CHATBOTS/SEMANTIC ENGINES • Q/A ON PRODUCT PAGES • AI / MACHINE LEARNING | AI TERM OVER USED • YOUR AI WILL COME VIA PARTNERS – CHOOSE WISELY
  • 5. 5 TOP TIPS. DIGITAL TRANSFORMATION 2018 | #DX18JASON GREENWOOD — WWW.GREENWOODCONSULTING.NET “Never stop learning… “ • BUILD SYSTEMS TO CAPTURE DATA IN A STRUCTURED WAY SO IT CAN BE REUSED/INTEGRATED • PII DATA IS KING • DEMOCRATISE DATA ACCESS & DATA SHARING • OPTIMISE DATA FOR MOBILE EXPERIENCE • BE CREATIVE IN COLLECTION & USE OF DATA!
  • 6. Q&A. DIGITAL TRANSFORMATION 2018 | #DX18JASON@GREENWOODCONSULTING.NET FIND JASON ON: LET’S CONNECT ON LINKEDIN