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Path to Personalization
1. Path to Personalization
Nov 21, 2011
A Digital Solutions Firm delivering
Marketing and Technology Solutions
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2. Three Pillars of Successful Acquisition
Addressing challenges requires three pillars of online
acquisition: Coordination, Multi-channel and Personalization
Coordination Multi-channel Personalization
1
3. Roadblocks to the Three Pillars
Building upon the Three Pillars requires us to understand the
underlying gaps in the marketing approach and platforms
1. Coordination: Lack of a unified messaging strategy
2. Multi-channel: Lack of technical integration across
messaging platforms
3. Personalization: Lack of a common view of the customer
2
4. Unified Messaging Strategy
Delivering a consistent experience across channels requires a
unified messaging strategy that provides consistency
Engaging customers across the
entire buying cycle requires
multiple channels to align with
expectations
Challenges
Channel platforms have “siloed”
messages—each creating a
different experience
Channel platforms do not
coordinate the timing of
messages 3
5. Integrating Multiple Channels
Best-of-breed tools alone do not solve the multi-channel
challenge: Platforms must act on a common customer context
c
Getting channel platforms to see
the same customer information
requires significant work
Challenges
Channel platforms “see”
customer details differently
Channel platforms have
different integration
mechanisms
Integrating channel platforms
can be difficult and error prone 4
6. Common View of the Customer
Consistent personalization across multiple channels requires
that each channel has the same customer view
Delivering personalized
messages across channels to
customers requires a common
understanding of the customer
Challenges
Customer information—both
behavioural and profile—is
stored in “siloed” systems
Integrated or third-party
analytics platforms, along with
the CRM platform, are typically 5
disparate systems
Coremetrics and Bloomberg BusinessWeek
Report on Optimizing Online Marketing 2009
7. Building on the Three Pillars
How do we remove the roadblocks that prevent us from building
on the Three Pillars: Steps toward multi-channel acquisition
1. Coordinate to personalize
Defining the single view of the customer
Interpreting the view into actionable messaging
2. Leverage the digital platforms
Integrate the platforms
Implement the actionable messaging
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9. Coordinate to Personalize
eDynamic uses four steps to achieve multi-channel engagement
that aligns with customer expectations and drives acquisition
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospect
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the prospect expectations
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement 8
Use web CMS and marketing automation platforms to automate the
engagement cycle
10. Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and with
what to engage prospects at each step of buying process
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
Understand your buying cycle
Understand your customer’s mindset through the buying cycle journey
Segment your audience
Determine the target groups within your audience
Map the messages
Understand and align the messages with the segment and their objections 9
Implement the platforms
Implement the multi-channel platforms
11. Understand your Buying Cycle
This is typically 5-6 stages customers pass through from the
point of need recognition to a purchase decision
10
12. Segment your Audience
Who is buying from you? Understand the distinct
buying groups within your prospect population
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
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13. What to Consider for Segmentation
Objective: Understand relevant segmentation attributes, define
exclusive and homogeneous groups that are of substantial size
Understand segmentation
attributes
Demographics
Needs
Behavior
Others…
Segment group guidelines
Mutually exclusive
Homogeneous
Substantial 12
14. Align Content to the Segmentation
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your Segment your Map the Implement the
Buying Cycle audience Messages Platforms
13
15. Creating a Content Map
Objective: Understand prospect needs and motivations per
segment per stage, walk the buying cycle like they would
Mapping content
Per stage in the buying cycle
Per segment
Put yourself in their shoes
What questions would they
have at this stage?
What information would they
need to move forward?
What fear, uncertainty and
doubt (FUD) must be 14
overcome?
16. Summary
1. Understand the buying cycle
Do the standard stages apply your customer?
B2B versus B2C differences
2. Perform a segmentation exercise
Industries
Roles
Pain points and motivators
3. Define a content map
Identify content that addresses customer expectations
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18. Leveraging Digital Platforms
eDynamic uses four steps to achieve multi-channel engagement
that aligns with customer expectations and drives acquisition
1. Employ a closed-loop engagement cycle
Build the profile, analyze the profile and respond to the prospect
2. Characterize prospects with a profile
Properties include buying cycle state and segmentation parameters
3. Develop content to align with the profiles
Content will speak directly to a prospect profile
4. Automate the closed-loop prospect engagement 17
Use web CMS and marketing automation platforms to automate the
engagement cycle
19. Leverage the Three Key Digital Platforms
Three platforms provide Unified Engagement Platform to deliver
an experience based on a common customer context
Web CMS
Common
Customer
Context
Marketing
CRM Automation
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20. Automating the Engagement Cycle
Automating the engagement cycle across the buying cycle
requires context-specific content delivered at the right time
1. Content map: Defines the content topics that address
the segmentation, pain points and motivations identified
2. Develop content: Develop the dynamic content
3. Profile and attribute-driven Rules: Both web CMS and
marketing automation enable marketers to define rules
that govern what content is displayed in a context
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21. Technologies Working Together
Web CMS, market automation and CRM offer a common view of
the customer that drives personalization across web and email
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22. eDynamic’s Unified Engagement Platform
Delivering context-driven, multi-channel experiences across the
buying cycle requires a unified engagement platform
21
In this quest to capture modern audiences and synthesize this data, marketers are increasingly looking to these three pillars (collaboration, multichannel marketing, and personalization), which are emerging with the advancement of online marketing technology. When collectively deployed, these three elements afford marketers the “single view” that enables them to target individual customers with personalized messages and targeted offers. CollaborationCollaboration has both internal and external resonance. Internally, the opportunity for collaboration exists between marketing teams that transact with all relevant marketing functions stemming from online and offline activity. Without collaboration, marketers may potentially employ both online and offline data and still be unable to serve customers fully. When internal departments and their functions do not exchange customer information, marketers are unable to craft a unified view of individual customers, and thus cannot target them with tailored information, offers, and products. Externally, collaboration is about the way a marketer coordinates the online and offline customer experiences and data. Many companies today keep what should be “team” functions separated in silos, both internally and externally. Failure to coordinate marketing across silos results in an inability to fully enable multichannel marketing, which in turn prevents an effective personalization strategy. Multichannel MarketingMultichannel marketing is the act of bringing together online and offline data and functions. By weaving together the functions and consolidating information gleaned from combining multiple marketing activities, marketers can set in motion the actions that lead to full personalization. Only when multichannel marketing is employed will a company be able to personalize and target customers. PersonalizationPersonalization is rooted in the concept that the “customer is king,” and utilizes multichannel data to target customers with products and services specific to them based on their behavior. It requires a 360-degree view of a customer’s behavior so as to provide the most complete marketer-to-customer experience. The full concept depends on an integrated approach (collaboration), which in turn depends on multichannel marketing, without which personalization cannot be attained, and all of which depend on employing the most innovative technology available.
Coordination required to achieve a Unified Messaging Strategy
Technology IntegrationDifferent platforms play a different role in the buying cycle….Use Forrester slide here….
When it comes to online marketing, the top challenges marketers face relate to gaining an all-encompassing view of operations and in determining the value they are deriving from the data they collect, including obtaining an integrated view of customers, understanding the influence of the marketing campaign, and interpreting this data to make business decisions
