SlideShare a Scribd company logo
MARKETING + CX + TECHNOLOGY
DELIVERING TANGIBLE
RESULTS
50% OF CEO’S SEE THEIR CMO AS THE DRIVER
OF THE COMPANY’S GROWTH STRATEGIES
81% OF THE ORGANISATION'S SAY
“DELIVERING PERSONALISED CUSTOMER
EXPERIENCES IS ONE OF THE KEY PRIORITIES”
81% OF THE BRANDS THINK THEY DELIVER A
SUPERIOR CUSTOMER EXPERIENCE, BUT
ONLY…
8% OF THEIR CUSTOMERS AGREE
TOP CMO PRIORITIES FOR TODAY
RETHINK THE ROLE OF THE CMO
The Remit Of The CMO Has Changed — Behold The CMO Collaborator
88% of organizations agree that the CMO's remit has
changed in the last two years. They also agree that it
will likely change continuously over the next two years.
87% of organizations agree that traditional experiences are no longer enough to satisfy
their customers.
THE CHALLENGES
Burden of choice
B2C B2B
ACCENTURE 4-R PERSONALIZATION MODEL
RECOGNIZE
Identify both known and unknown
customers and prospects through
data from CRM, DMP, device, social,
and other sources.
RECOMMEND
Reach them with the right
marketing, offer, content,
or product recommendations
for the customer based on their
actions, preferences and interests.
REMEMBER
Knowing your customer’s
history means not just knowing
what they buy, view and
consume, but also why they
made those decisions.
RELEVANCE
Delivering personalization
within the context of the digital
experience based on who they are,
where they are located and/or what
time of the year it is.
2018 PERSONALISATION PULSE CHECK
MAKE IT PERSONAL
91%
OF CONSUMERS ARE
MORE LIKELY TO SHOP
WITH BRANDS WHO
RECOGNIZE, REMEMBER,
AND PROVIDE RELEVANT
OFFERS AND
RECOMMENDATIONS
27%
OF CONSUMERS HAVE
HAD A BRAND EXPERIENCE
THAT WAS TOO PERSONAL
OR INVASIVE
SO ARE YOU BEING COOL OR CREEPY?
CONDITIONS FOR EFFECTIVE USE OF
PERSONAL DATA
1. “BE TRANSPARENT WITH MY DATA.”
2. “GIVE ME CONTROL OF MY DATA.”
3. “USE MY DATA TO SERVE ME BETTER.”
ACTIVATING EXPERIENCES ACROSS A COMPLEX
ECOSYSTEM
ORGANISATION
Analytics
Product management Personalization
Research
Engineering
Product development
Design
DELIVERY TEAM
EXTERNAL
PARTNERS
airbnb
HOSPITALITY SUPER-BRAND
CARNIVAL CORPORATION
INTELLIGENT PERSONALIZATION
ELEVATES THE GUEST EXPERIENCE
Carnival Corporation, the world's largest leisure travel
company, has teamed with Accenture to enhance the
experience of millions of vacationers through intelligent
personalization.
CARNIVAL CORPORATION
INTELLIGENT PERSONALIZATION ELEVATES
THE GUEST EXPERIENCE
LIVING EXPERIENCES NEED MODERN
DIGITAL ORGANISATIONS
DIGITAL
PLATFORMS
DIGITAL CHANNELS
AND MARKETS
DIGITAL
ENTERPRISE
RE-ORIENT YOUR
BUSINESS
Effective, Agile, Delivers, ROI
FLEX YOUR PLATFORMS
Robust, Scalable, Deployed, Fast
DELIGHT YOUR
CUSTOMER
Relevant, Elegant, Simple
DIGITAL
BUSINESS
FRONT STAGE
BACK STAGE
THANK YOU
Abhishek Malaviya
Managing Director – Accenture Interactive

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Marketing + CX + Technology. Delivering Tangible Results

  • 1. MARKETING + CX + TECHNOLOGY DELIVERING TANGIBLE RESULTS
  • 2. 50% OF CEO’S SEE THEIR CMO AS THE DRIVER OF THE COMPANY’S GROWTH STRATEGIES 81% OF THE ORGANISATION'S SAY “DELIVERING PERSONALISED CUSTOMER EXPERIENCES IS ONE OF THE KEY PRIORITIES” 81% OF THE BRANDS THINK THEY DELIVER A SUPERIOR CUSTOMER EXPERIENCE, BUT ONLY… 8% OF THEIR CUSTOMERS AGREE TOP CMO PRIORITIES FOR TODAY
  • 3. RETHINK THE ROLE OF THE CMO The Remit Of The CMO Has Changed — Behold The CMO Collaborator 88% of organizations agree that the CMO's remit has changed in the last two years. They also agree that it will likely change continuously over the next two years. 87% of organizations agree that traditional experiences are no longer enough to satisfy their customers.
  • 4. THE CHALLENGES Burden of choice B2C B2B
  • 5. ACCENTURE 4-R PERSONALIZATION MODEL RECOGNIZE Identify both known and unknown customers and prospects through data from CRM, DMP, device, social, and other sources. RECOMMEND Reach them with the right marketing, offer, content, or product recommendations for the customer based on their actions, preferences and interests. REMEMBER Knowing your customer’s history means not just knowing what they buy, view and consume, but also why they made those decisions. RELEVANCE Delivering personalization within the context of the digital experience based on who they are, where they are located and/or what time of the year it is.
  • 6. 2018 PERSONALISATION PULSE CHECK MAKE IT PERSONAL 91% OF CONSUMERS ARE MORE LIKELY TO SHOP WITH BRANDS WHO RECOGNIZE, REMEMBER, AND PROVIDE RELEVANT OFFERS AND RECOMMENDATIONS 27% OF CONSUMERS HAVE HAD A BRAND EXPERIENCE THAT WAS TOO PERSONAL OR INVASIVE SO ARE YOU BEING COOL OR CREEPY?
  • 7. CONDITIONS FOR EFFECTIVE USE OF PERSONAL DATA 1. “BE TRANSPARENT WITH MY DATA.” 2. “GIVE ME CONTROL OF MY DATA.” 3. “USE MY DATA TO SERVE ME BETTER.”
  • 8. ACTIVATING EXPERIENCES ACROSS A COMPLEX ECOSYSTEM ORGANISATION Analytics Product management Personalization Research Engineering Product development Design DELIVERY TEAM EXTERNAL PARTNERS
  • 10. CARNIVAL CORPORATION INTELLIGENT PERSONALIZATION ELEVATES THE GUEST EXPERIENCE Carnival Corporation, the world's largest leisure travel company, has teamed with Accenture to enhance the experience of millions of vacationers through intelligent personalization.
  • 11. CARNIVAL CORPORATION INTELLIGENT PERSONALIZATION ELEVATES THE GUEST EXPERIENCE
  • 12. LIVING EXPERIENCES NEED MODERN DIGITAL ORGANISATIONS DIGITAL PLATFORMS DIGITAL CHANNELS AND MARKETS DIGITAL ENTERPRISE RE-ORIENT YOUR BUSINESS Effective, Agile, Delivers, ROI FLEX YOUR PLATFORMS Robust, Scalable, Deployed, Fast DELIGHT YOUR CUSTOMER Relevant, Elegant, Simple DIGITAL BUSINESS FRONT STAGE BACK STAGE
  • 13. THANK YOU Abhishek Malaviya Managing Director – Accenture Interactive