Personalized Data is all the 'Rage'
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Personalization technologies have ushered in the importance of real time data collection and profile enrichment, and other technologies are starting to adapt to these real time signals to produce new and exciting customer experiences. Join Tealium and Quantum Metric to see an example of how their technologies work with Optimizely in a "Rage Clicking" scenario.
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Personalized Data is all the 'Rage'
- 1. Congratulations to our Outperform Award Winners! Most Dramatic Business Impact Most Customer- Obsessed Company Culture Most Transformative Innovation Most Inspiring Social Impact
- 2. 2 Sessions today will be recorded and will be available after Opticon Join the conversation on Twitter at #Opticon19 Like what you’ve seen at Opticon? Give feedback and rate sessions on the mobile app
- 3. Ted Sfikas Director of Solutions Consultants, Tealium Jake Makler Director Partnerships & Strategy, Quantum Metric Personalized Data is All the “Rage”
- 4. + This is painful to watch...
- 5. + Could you guide them to success?
- 6. + Watching digital struggle is equally as painful
- 7. + Not all customers are created equal
- 8. + Previous optimization cycle 1. Gather data 2. Understand underlying cause 3. Find and implement solution 4. Measure impact Weeks, Months or Never...
- 9. + Quantum Metric accelerates your time to digital impact DATA CAPTURE AUTOMATED ANALYSIS VISUALIZATION ACTIVATION All customer digital interactions Engage in the moment One to many and many to oneMachine intelligence at massive scale
- 10. + Pattern recognition in customer struggle Rage click Possible frustration Frustrated / slow navigation Click JS error Horizontal scroll Reload page Profanity Long running spinner Window alert Cookie count / length warning API errors Frozen UI Slow rendering And many more...
- 11. + How do we rescue digital experiences?
- 12. + The Real-Time Personalization Trifecta™ Capture & Analyze Enrich & Distribute Activate & Experiment
- 13. + Pioneering experience driven action Real-Time
- 14. + The Challenge Industry: Retail Customer Status: VIP Location in Funnel: Last Page of Checkout Behaviors: ● Repeated traits of frustration ● Multiple Promo Code errors
- 15. Collect Standardize Transform and Enrich Integrate Activate Data Layer APIs and Integrations Vendor Data getting sent back to the collection device Create and Enrich Data Act on Business Rules Identity Resolution Manage Audiences Privacy and Governance Event Data Visitor Data Server-side and Client-side Integrated Approach Orchestrate your customer data © 2018 Tealium Inc. All rights reserved. | 15
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- 19. + Customer displays repeated traits of frustration Badge assigned in real- time Personalization audience created based on AudienceStream badge Result: When a customer displays traits of Rage a modal is displayed to try to recover their session Personalizing for Rage Clicks
- 22. Thank you!
- 23. Up Next… Refreshments now being served in the Expo Hall Fireside Chat with Optimizely Co-founder Dan Siroker at Closing Keynote with Dr. Mae Jemison at 2:45pm
Editor's Notes
- You gotta hate when something you built is NOT used as designed - clearly the stairs are not being used as intended All you want to do is reach out and help this poor little puppy get down the stairs and instead you are watching him or her crash and burn
- What if, as it was happening, you were able to offer this puppy a solution to successfully get down the stairs and ride off like a skater boi into the sunset
- Watching digital struggle on your website or app is just as painful as that poor puppy sliding down the stairs In this case seeing a customer repeatedly getting a promo code error, thrashing around with their mouse, and jamming on the clicker And you jsut want to reach out and help them but you cant because they are long gone and potentially never coming back
- Its painful - but waht if this was a loyal customer, a very valuable customer, a VIP and you were watching them struggle Given that as we know a small % of customers make up a large portion of the profits, cost of that frustration is expontentioanlly higher
- When you look at the optimization cycle - you have a process that can take days weeks, even months. But then the customer has already abandoned…
- What we’ve figured out is that there are typical patterns of struggle that even if you don’t necessarily know the root cause you can know there is a problem and even implement an interim bandaid A customer shouldn’t have to click the “pay now” button 5 times in a single session A customer shouldn’t have to reload the page A long running spinner shouldn’t be visible on the page for more than 10 seconds On mobile, a customer shouldn’t attempt to scroll horizontally where no horizontal scroll is available
- But if you know a customer is struggling in the moment based upon patterns in behavior and user experience - how can you rescue them like the Dwayne johnson you all are. Rather than waiting for a multi week or month cycle to design and implement a solution, how do we reach out and rescue those customers that are digitally struggling
- Quantum Metric opens up new possibilities for data orchestration by making technical and behavioral data available in real-time. This allows Tealium AudienceStream to build a highly contextual audience for retargeting, in the moment website personalization, feedback intercepts and even the ability to view session replays directly from the Tealium UI. This partnership truly closes the digital customer experience feedback loop.
- Our Universal Data Hub works across five stages to help you collect, standard, transform and enrich, integrate and activate your customer data. We have built over 1,000 turnkey integrations with marketing, customer experience, and analytics technologies to make sure your tech stack works together with the same set of data. The power of this is that it is a holistic solution that starts at the point of collection in every channel -- because what you can do with your customer data ultimately is decided by what you can collect and how you can transform it once its collected. Tealium’s Universal Data Hub is designed to give you the most robust tools possible to manage data at each of these stages. And it’s a full loop, as the data you build and transform is available back to the devices and channels you started from, in real time..