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Omnichannel_data_DICX2015
François Protopapa gave a presentation on how data is changing consumer experiences. He discussed how the amount of data being created is growing exponentially and how businesses can collect consumer data as their most valuable asset. However, he emphasized that data must be properly analyzed and used to make good decisions in order to improve customer experiences and business performance. Protopapa proposed that companies implement a customer intelligence hub and platform to better integrate data across silos, generate insights, and provide an omnichannel customer experience.
Omnichannel_data_DICX2015
- 1. How data is changing Omnichannel Consumer Experience François Protopapa DICX Founder & Digital Innovator DICX Meetup
- 2. Meet me François Protopapa DICX Founder </> “In God we trust; all others must bring data.”
- 3. Our today’s topics •Data – more available now than even before • Collecting consumer data – business most valuable asset • From data to actionable insights
- 4. Every two days we create as much information as we did from the dawn of civilization up until 2003 … That’s something like five exabytes* of data. “Eric Schmidt executive chairman of Google *1 EB = 1 Million TB = 1 billion GB
- 5. Data generated by users across multiple devices, applications and variety of media
- 6. 3.5 Connected devices per person 0.1 1.8 3.5 6.6
- 8. Data is thenew oil … Find it, extract it, refine it, distribute it and … monetize it
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- 10. Consumer Behaviors Research Before … Now … Brand feeling purchases Data Driven purchases Brand A or B? Consumers Panels Mobile consumers 97% Gen Y 91% Gen X
- 11. Consumers are always connected!
- 12. BUT -‐ Your consumers are people … … NOT devices
- 13. Data guides the way … but … Acquiring the information is one thing. Knowing how to integrate it, effectively analyze it and make the right decisions about it are other matters.
- 14. CMO’s Keys to success in 2015Top cross-‐channel marketing barriers 32% 31% 31% Data Linkage Technology Organisational Structure Top challenges to creating a single customer view 43% Poor Data quality Siloed departments Lack of relevant technology Inability to link different technology 39% 37% 34% Source: Experian Marketing Service, IBM CMO C-‐Suite Studies on 1’700 CMOs Only 24%of companies say they have a single customer view 0% 10% 20% 30% 40% 50% 60% 70% 80% Privacy considerations Decreasing brand loyalty Financial constraints Shifting consumer demographics Growth of channel and devices Social media Data explosion Feeling the pain – CMO’s source of concern and underpreparedHaving a 360° Single Customer View
- 15. IT Sales Marketing Production Data -‐ Siloes in Silos Sharing your data to become smarter
- 16. Omni-‐channel a journey not a destination …
- 17. Consumer Relationships Trend Single Channel Multiple-‐Channel Cross-‐Channel Omni-‐channel • Single Touch-‐points experience • Multiple independent Touch-‐points experience • Technical & Functional Silos • Brand’s Multiple Touch-‐points experience • Single view of customer but operated in functional silos • Customer experience a brand, not a channel • Single view of customer in coordinated and strategic way 1995 2000 2008 2015+
- 18. Omni-‐channel Data Strategy Journey Identify your customer data & Single Customer View Bring down data silos & Assess your data quality Grow with your customers Apply Data Management & Governance Framework Develop Customer Insights Who/How/ What 4 56 3 Define key business capabilities & objectives 1 2
- 19. Omni-‐channel & Customer Insights Maturity ModelCustomer Focus Conversion Focus Transactional Experiental Descriptive -‐ Novice – Data Diagnostic -‐ Builder -‐ Information Predictive -‐ Leader -‐ Knowledge Prescriptive-‐ Master – Wisdom Pre-‐Social Connection Engagement Social Advantage Reactive Re-‐Using Organized Centralized Single Multiple Cross Omni Listening Broadcasting Engaging Omni -‐ Social Intelligent U s e r E x p e r i e n c e Organizational Maturity What happened? Why did it happen? What will happen? How can we make it happen?
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- 21. 360° Insights Customer Intelligence Platform Customer Intelligence HUB
- 22. … Behind the scene … 5% 7%
- 23. DWH & BIG DATA Ecosystem Integration External DataInternal Data DATA Source DATA Systems Applications DWH DATA Integration HDFS MapReduce HBASE PIG HIVE ETL & Scheduling & Monitoring Rep & Analytics Layer
- 24. … and the Benefits Marketing Expense Actionable Big Data Empower Analytics Customer Data Quality & Accessibility Harmonize Omni-‐channels CRM to Customer behaviour Customer Segment Time to Market Help protect privacy Customer Experience Efficient Campaigns Repetitive Customers Company Performance Competitive Advantage
- 25. New opportunities for all … some examples Anomaly Detection Consumer Behaviours Agriculture Automation Energy Savings Payment Fraud Detection and Investigation Location Optimization Mobility Optimization Healthcare Efficiency The future is … now
- 26. Why invest in customer intelligence HUB Source: The digital Marketing insights Report 2014 – Teradata / Celebrus Top 4 benefits of customer analytics & Single customer view are 71% Better Customer Targeting Higher conversion Rate Improved marketing personalization Enhanced customer experience 59% 51% 51% Data storage and integration as their biggest data challenge36% have a single centralised DB or Big Data storage platform for their customer data 50% Top analytics barriers for customer analytics Lack of time 47% Lack of internal skills and expertise37% Personalisation Is critical to their current digital marketing efforts, in two years it will rise to 51% 80% Are currently making use of real-‐time datain their channel personalisation, but by 2016 … 45% 78% Enable Customer intelligence to focus on individual and not only to the market!
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- 28. Make Data Security a Priority Security is by far the top spending priority for CIOs in 2015 Retail CIOs Balance Dual Priorities of Security and Digital Innovation Source: National Retail Federation/Forrester Research Inc. Report “Retail CIO Agenda 2015: Secure And Innovate”, Corporate IT Security Risks survey 36% Customer’s Personal Data 36% Financial Data 31% Employee Data 30% Intellectual property Most frequently stolen data How to protect your customer data?
- 29. François Protopapa DICX Founder & Digital Experience Innovator THANK YOU! Contact me: francois.protopapa@gmail.com
- 30. The future is … now