SlideShare a Scribd company logo
Jason Smith
VP, EMEA
jason.smith@moengage.com
Turn data into
insights to delight
(and retain) customers
74% of businesses want
to be data-driven,
but only 29% are good at
connecting data to action
Data is good,
Insights are better
Report findings / Understanding the market's
pulse and their views on customer insights
4
recognise the
importance of
insights in business
metrics.
currently only track
demographic
information about
their customers.
said getting real-time
analytics is their biggest
customer engagement
challenge.
track insights like
communication channel,
content affinity and behavioural
data like recency, frequency,
and monetary value of
purchase.
37% 36% 24% 53%
Insights about your
customers, their
journeys, and your
campaigns
6
Why do brands
fail to connect
with their
customers?
Inability to translate data into insights
Siloed data throughout the company
Lack of data for meaningful personalisation
Survey key findings / Customer preferences
and expectations in the new world
prefer to
communicate by
email, followed by 18%
who prefer the web.
of consumers used a
mobile application
during covid as a new
channel.
of consumers find it
frustrating when brands
send inconsistent and
irrelevant content.
of consumers said
personalisation should be
based on purchase history,
and/or interests (21%).
of consumers expect
hybrid interactions
with brands (in
person and online).
7
38% 22% 26% 55% 40%
Insights-led engagement
enables you to provide
customer-centric experiences
9
Brands must take
an insights-led,
customer-centric
approach
Increase emphasis
on retention
Understand
customers' needs
Invest in customer-centric
infrastructure
Unify data for a 360°
customer view
Personalise
customer journeys
Customer-centric
engagement based
on insights
10
Craft 1:1
Personalized
Campaigns
Unify
Customer
Data
Understand
Intent and get
Insights
Unify
Customer-centric
engagement based
on insights
11
Craft 1:1
Personalized
Campaigns
Analyse
Unify
Customer
Data
Understand
Intent and get
Insights
Unify
Customer-centric
engagement based
on insights
Unify
Customer
Data
12
Understand
Intent and get
Insights
Craft 1:1
Personalised
Campaigns
Unify
Analyse
Engage
Customer-centric
engagement based
on insights
Unify
Customer
Data
13
Understand
Intent and get
Insights
Craft 1:1
Personalised
Campaigns
Engage
Insights-led
engagement
Unify
Analyse
14
NAME
Sarah Jones
ID
ASDFS123
AGE
32
GENDER
Female
STATUS
Active
CUSTOMER SINCE
01 Jan 2018
USER
PROPERTIES
LTV
3,500
AOV
£65
TRANSACTIONS
23
RFM SEGMENT
Champion
PRODUCTS
DRESSES, KNITWEAR
CITY
London
COUNTRY
UK
POSTCODE
E1 7AD
ENRICHED
DATA
Clicked sale products push
Purchased knitwear
Added to cross-sell journey
Opened D+1 cross-sell Email
Best time to send: 7PM
Best channel to use: In-app
Opened
the app
Visited sale
category
Purchased basic
knit sweater
Viewed
knitwear collection
USER ACTIONS
CAMPAIGN INTERACTIONS
Sarah Jones
ID : ASDFS123
15
Discover hidden issues and potential growth areas
What happens after my users
launch my app? Am I inadvertently
creating a looping behaviour?
16
Predict customer behaviour
for proactive engagement
Exclusiv
e offers
on
Jeweller
y
Purchas
e:
Exclusive offers...
Get now
1% cashback Free insurance
Assured Gift card
Exclusive offers
on Jewellery
Purchase:
Personalised cross-channel journeys
17
Visit your website to
browse products
SARAH
JONES
Receives a push
notification with
product offers
Uses the offer to
purchase a product
Receives a product
thank you email with a
referral link
Comes to your app to
make a friend referral
Receives an in-app
thank you message
with a discount link
18
Use an omnichannel
strategy to engage
your customers
Social (Whatsapp)
SMS / MMS
IVR / Call
Center
Email
POS
Web
OTT & Voice
Wearables
Automate their journey
from onboarding to
engagement to loyalty
Ad Networks
Push
Notifications
In-App
messages
App Inbox
& Chatbot
Key takeaways
19
Data is good but insights are better
Insights-led customer engagement strategy
Customer centricity is critical
Invest in customer-centric infrastructure
Thank you!
We'll be at booth No.41,
stop by and say hello!

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MoEngage_eTail Europe Presentation London 2022.pdf

  • 1. Jason Smith VP, EMEA jason.smith@moengage.com Turn data into insights to delight (and retain) customers
  • 2. 74% of businesses want to be data-driven, but only 29% are good at connecting data to action
  • 4. Report findings / Understanding the market's pulse and their views on customer insights 4 recognise the importance of insights in business metrics. currently only track demographic information about their customers. said getting real-time analytics is their biggest customer engagement challenge. track insights like communication channel, content affinity and behavioural data like recency, frequency, and monetary value of purchase. 37% 36% 24% 53%
  • 5. Insights about your customers, their journeys, and your campaigns
  • 6. 6 Why do brands fail to connect with their customers? Inability to translate data into insights Siloed data throughout the company Lack of data for meaningful personalisation
  • 7. Survey key findings / Customer preferences and expectations in the new world prefer to communicate by email, followed by 18% who prefer the web. of consumers used a mobile application during covid as a new channel. of consumers find it frustrating when brands send inconsistent and irrelevant content. of consumers said personalisation should be based on purchase history, and/or interests (21%). of consumers expect hybrid interactions with brands (in person and online). 7 38% 22% 26% 55% 40%
  • 8. Insights-led engagement enables you to provide customer-centric experiences
  • 9. 9 Brands must take an insights-led, customer-centric approach Increase emphasis on retention Understand customers' needs Invest in customer-centric infrastructure Unify data for a 360° customer view Personalise customer journeys
  • 10. Customer-centric engagement based on insights 10 Craft 1:1 Personalized Campaigns Unify Customer Data Understand Intent and get Insights Unify
  • 11. Customer-centric engagement based on insights 11 Craft 1:1 Personalized Campaigns Analyse Unify Customer Data Understand Intent and get Insights Unify
  • 12. Customer-centric engagement based on insights Unify Customer Data 12 Understand Intent and get Insights Craft 1:1 Personalised Campaigns Unify Analyse Engage
  • 13. Customer-centric engagement based on insights Unify Customer Data 13 Understand Intent and get Insights Craft 1:1 Personalised Campaigns Engage Insights-led engagement Unify Analyse
  • 14. 14 NAME Sarah Jones ID ASDFS123 AGE 32 GENDER Female STATUS Active CUSTOMER SINCE 01 Jan 2018 USER PROPERTIES LTV 3,500 AOV £65 TRANSACTIONS 23 RFM SEGMENT Champion PRODUCTS DRESSES, KNITWEAR CITY London COUNTRY UK POSTCODE E1 7AD ENRICHED DATA Clicked sale products push Purchased knitwear Added to cross-sell journey Opened D+1 cross-sell Email Best time to send: 7PM Best channel to use: In-app Opened the app Visited sale category Purchased basic knit sweater Viewed knitwear collection USER ACTIONS CAMPAIGN INTERACTIONS Sarah Jones ID : ASDFS123
  • 15. 15 Discover hidden issues and potential growth areas What happens after my users launch my app? Am I inadvertently creating a looping behaviour?
  • 16. 16 Predict customer behaviour for proactive engagement Exclusiv e offers on Jeweller y Purchas e: Exclusive offers... Get now 1% cashback Free insurance Assured Gift card Exclusive offers on Jewellery Purchase:
  • 17. Personalised cross-channel journeys 17 Visit your website to browse products SARAH JONES Receives a push notification with product offers Uses the offer to purchase a product Receives a product thank you email with a referral link Comes to your app to make a friend referral Receives an in-app thank you message with a discount link
  • 18. 18 Use an omnichannel strategy to engage your customers Social (Whatsapp) SMS / MMS IVR / Call Center Email POS Web OTT & Voice Wearables Automate their journey from onboarding to engagement to loyalty Ad Networks Push Notifications In-App messages App Inbox & Chatbot
  • 19. Key takeaways 19 Data is good but insights are better Insights-led customer engagement strategy Customer centricity is critical Invest in customer-centric infrastructure
  • 20. Thank you! We'll be at booth No.41, stop by and say hello!