Previously worked with Adobe and now working with Teradata, I will present the benefits of both worlds and share some insights about previous projects and numbers. Friendly discussions & challengers welcomed! Tags: #CustomerJourney #BigData #Teradata #MarketingCloud #Adobe

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The Customer Journey: Marketing Clouds vs Customer
Data Hubs
MeasureCamp London 2018
Marc-Anton Clavel, Business Analyst
17/03/2018

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Teradata Business Analyst
@W0nvel
Marc-Anton Clavel

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• The Customer Journey Overview
• The Vison & Company goals
– Benefits of Marketing Clouds
– Benefits of Customer Data Hubs
• Driving Business Outcomes with
Analytics
• Projects examples & numbers
• Q&A
© 2018 Teradata
Agenda

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Customer Journey Overview

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Customer
browses online or
seeks advice in
branch
Customer
activity not
recorded, or
captured too
late to act
The Challenges we See
Poor
understanding of
customer needs,
and intent, or,
simply ignored
Chances to act
on customer
needs missed,
or wrong offers
made
It’s not easy to
buy or access
services
The customer is
unhappy, they
leave
Sales
revenue is
lost
Customers
become
detractors, they
tell others
The Customer
abandons their
journey

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Customer
browses online or
seeks advice in
branch
Interactions are
captured in real
time
How the Challenges need to be addressed
Real time insight
and decisions
determine how
we act
The customer
gets the right
offers and
messages in
every channel
We make it easy
to buy and
access services
Customers are
happy and are
more loyal
Sales
revenue
grows
Customers
become
advocates, they
tell others
The Customer is
helped on their
journey

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Activating and Shaping the Customer Journey
Moments Really Matter
Source: Think with Google
“You’ve got to
start with the
customer
experience and
work back
toward the
technology – not
the other way
around”
Steve Jobs
In these moments, consumers want what they want, when
they want it, they are drawn to brands that deliver on their
needs
Be there Be Useful Be Quick

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The Vision & Company Goals

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The Vision
Centralize intelligence
to be the brain and
central point of
orchestration for the
Customer Journey
Human
Social
Events
Usage
Store
Application
Location
Online
Connected
Customer
360 View

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Customer Driven
• Customer-centric
• E.g., Large Deposit
• Significance and relevance
• Timely contact
• Multi-Channel
• Inbound & Outbound
Business Value based around Customer Centricity
Vision
Business
Value
Complexity
Targeted Campaigns
• Product-centric
• E.g, Loan Acquisition
• Propensity & Segmentation
• Bank Agenda
Customer Moments
• Customer-centric
• Contextual
• E.g., Browsing Mortgage rates
• E.g., Looking at cancellation T&C’s
• Real time Decisions
• Inbound & Outbound
• Customer Experience
Current State Target State

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Automation and Hyperscale Critical
Their Journey – What it Meant
Activation Level Targeted Customer Driven Customer Journey
Targeting Focus
Product Push
(Segments & Propensity
Models)
Customer Needs
(Event Triggers)
Customer Moments
(Contextual Triggers)
Number of Campaign or
Message Types
<100 100’s 1,000’s
Channel Integration
Batch
(Outbound and some
Inbound)
Real Time
(Outbound
an Inbound)
Real Time
(Outbound, Inbound, Contextual
Decisioning)
Data
Timeliness
Monthly/Weekly Daily / Intra day Real Time
Decision Complexity Rules & Models
Rules, Models
and Events
Rules, Models, Events
Arbitration, AI
Personalisation Segment Based 121 121 Dialogue Based
Value Optimisation
Volume &
Product Value Focused
Customer Value
Focused
Dynamic Strategy Balancing
Customer Value & Experience
Response Rates <2% ~10-30% 30%+
Activation requires Automation

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Top Players:
• Marketing clouds work like
factories: focus is on output &
productivity
• Marketing clouds are often focus
on Design, Assets and Content
• Marketing clouds have a strong
B2C focus
The Benefits of Marketing Clouds
What are Marketing Clouds?

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Top Players:
• Customer Data Hubs work like
factories: focus is on interactive
actions & strategic priorities
• Customer Data Hubs focus on
Data, Integration and Real-Time
• Customer Data Hubs have an
enterprise scope (not channel
specific)
© 2018 Teradata
The Benefits of Customer Data Hubs
What are Customer Data Hubs?

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Driving Business Outcomes with Analytics

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>
Connected Interactions
Customer interactions
executed flawlessly at every
touchpoint on the customer
agenda: right message,
right time, right place
Know me
and serve me
at every
interaction
point
Business Outcomes:
✓ Revenue Growth
✓ Business Efficiency
✓ Improved Experience
Connecting the Customer Journey
Connected Analytics
Rapidly convert data
into insights to inform the
strategy and make the
best customer decisions
Connected Data
Access and connect all
data to fully understand
every customer journey

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• Metrics need to be relevant for
business so that they can take
action
• Business is not always digital-
savvy and need information
about brick & mortar
performance/impact
• C-level executives don’t care
about the performance of a
banner ad but about the
program’s impact on the
company
Business-focused metrics

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• A Customer Journey is rarely 100% digital
• Cross-channel pathing analysis is not easy on Marketing Clouds
© 2018 Teradata
Journey & Path Analysis

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Project examples and numbers

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ACCESSTARGET
TRIGGER SCALABILITY
VISIBILITYOPTIMISE
INBOUND
HUB JOURNEY NEXT STEP
ATTRIBUTE
LEARN
REAL-TIME
A Tour of the Customer Journey

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MARKETING CLOUDS:
Immediately send base on rule (e.g. cart
recovery email)
CUSTOMER JOURNEY:
Can be sent based on multiple rules from
Digital & off-line data, such as:
• Abandonment frequency
• Stock information
• Online/Offline purchasing history
• Other journeys priorities
Example:
abandoned
cart/session
Use Case: TRIGGER

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$12m dollars of
incremental profit in
first 12 months, 1000’s
of sales delivered via
personalized
messaging
Digital Integration starting with Online Abandoned Cart
Retail Bank Case Study
CHALLENGE OUTCOMESOLUTION
• Tag free, real-time
data capture solution
deployed to web
(incl. internet
banking)
• Solution loads data to
warehouse every 2
minutes
• Data is integrated
to provide 360o
customer view
and is available to
CRM tools
• Breaks, issues, and
service failures
identified
• Business rules set up to
identify customers that
abandon a purchase
• Triggers set to
generate multi-
channel, personalized
contacts
Inability to identify which
customers abandon
purchase, but reporting
showed this occurred often
Retail bank
aiming to contact
customers that
abandon
purchase journeys
Digital data re-used to
address a wide range of
customer experience
and sales process issues
Acquisition & Cross Sell
Personalize Cross Sell Offers based
on Browsing Behaviour
Financial services
360o
View

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MARKETING CLOUDS:
Contact rules must be written into
selection criteria (segments)
CUSTOMER JOURNEY:
Ensure executing this journey is not too
many contacts or too soon:
• Priority of the Journey
• Best customer/lead for journey
• # of current journeys
Use Case: OPTIMISE
Example:
Setting
Journey
cadence

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Identification of 10%
spend savings
without loss of sales
plus a number of
additional insights
Retail Case Study/Reference
Example : Marketing Spend Optimization
CHALLENGE OUTCOMESOLUTION
Capture of digital
advertising inbound
referrals across
brand websites and
mobile devices.
Unknown to known
customer tagging.
Integration of
digital advertising
referrals with direct
marketing contact
history and sales
outcome data.
• Identification of
buying journeys
through Marketing
and Advertising prior
to purchase
• Attribution Models
trained to determine
impact of each ad
on sales outcomes
• Multi million $ media
spend across multiple
media: affiliates,
search, direct, etc
• Inability unpick
effects of each when
customers see
multiple adverts
before buying
Fashion retailer
aiming to optimise
marketing spend
across different
media by
understanding the
impact of each
• How to optimize
placement and
content of different ad
types along the
buyers journey
• Determine where to
re-invest media
budget to maximise
sales
Acquistion &
Cross-Sell/Up-Sell
Retail
Marketing Attribution
360o
View

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MARKETING CLOUDS:
Content, recommendations, ads
based on average of all
anonymous site visitors.
CUSTOMER JOURNEY:
Real time profile, scores, offer
based on real time context, offline
history, total relationship
Use Case: INBOUND
Example:
Product
recommendation

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>>$50m in
incremental profit
delivered via
incremental click
through and
conversion rates
Real time Personalisation
Retail Banking Case Study
CHALLENGE OUTCOMESOLUTION
Web browsing data
captured in real time
at a granular level
Existing targeted
offers available via
other channels
captured
Customer profile and
transactional data
Real time
integration of
customer browsing
with profile data
Mapping of
unknown to known
interactions as the
customer
authenticates
• Business rules
applied in Real Time
to id eligible offers
for each customer
• Machine learning &
arbitration select
next best offer
• Messages presented
in Real Time
• M’s of customers
interacting Online on
a daily basis, but
largely receiving a
vanilla experience
• As activity migrates
from Branches to
Online, sales &
service opportunities
being missed
Retail Bank
looking to
Personalize the
Digital Experience
for Customers
• Deliver a broader mix
of Service and Sales
aligned to customer
journeys
• 50-70x increase in
click through rates
over untargeted offers
• M’s of personalizations
executed in <50ms
daily
Acquistion & Cross-Sell/
Up-Sell
Retail Banking
Real Time Interaction
Management
360o
View

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MARKETING CLOUDS:
Follow-up is a manual, separate campaign
CUSTOMER JOURNEY:
Automatically & individually advance
customer to next journey step based on
response to last interaction:
• go on to next step of journey or terminate
• re-score customer
• pause & monitor journey
• declare journey successful & stop investing budget
• switch to different journey
Use Case: JOURNEY NEXT STEP
Example:
Setting
Journey
cadence

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3X the industry
standard for
customer
retention
improves revenue
CHALLENGE OUTCOMESOLUTION
Teradata marketing
solutions allow
complex analytics
on large amounts of
player data
Each user
experience is an
event in a JSON file
that goes to
Teradata marketing
solutions for analysis
Real-time analysis lets
the company deploy
changes to games
while users are still
playing, leading to
better engagement
Improving the user
experience
resulting in a 75%
retention rate that’s
triple the industry
standard
Engage gamers
through a better
user experience
Detailed data
needs to be
analyzed to explain
user behavior.
Goal is to increase
engagement
Customer Retention
Enterntainment
Real Time Interaction
Management
Customer Retention Optimisation
Gaming Case Study

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Q&A – Feedback
@W0nvel
@Teradata

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