Brands know that customers want personalized content and experiences, but often fail to connect the dots between delivering that personalization in a way that is cost-effective (e.g. overly burdensome on content creators and marketing operations), measurable (e.g. testing and optimization is clearly defined), and drives real results (e.g. produces meaningful differences vs. non-personalized methods). To do this, brands need to approach personalization and personalized content in a way that can be achieved operationally, and that can provide meaningful insights that drive true business results.
The approach outlined in this talk was created to help marketers better and more quickly realize value from their personalization efforts. Led by an industry expert, best-selling author, and keynote speaker with 20+ years in the marketing technology and customer experience profession for Fortune 500 companies, this presentation will walk you through the processes and methods to implement in order to successfully create a marketing personalization program that delivers business value.
Digital Foundations: 3 Simple Steps to Changing your Digital DNABuilding Blocks
This document provides information on developing a digital roadmap. It discusses constructing a simple roadmap of digital activities mapped out over the short, medium, and long term. It also discusses mapping audience needs by developing personas and experience maps. Finally, it discusses measuring digital performance by developing key performance indicators and tracking tools. The overall goal is to help organizations plan and prioritize their digital investments and strategies over time to maximize efficiency and drive digital progress.
Planning For The Personalization Journey: From Empathy to EngagementRachel Wandishin
Tailored digital experiences that respond to the need of each end-user are the next step on the path of digital maturity.
In this webinar, Dave Sawyer, Lead Optimization Strategist at FFW, and Kasia Sinczak, Lead Content Strategist and User Researcher at FFW, and Eric Fullerton, Product Marketing Manager at Acquia, will outline the steps necessary to deploy a successful personalization strategy.
Content creation, storage, and access are easier and cheaper than ever before. Organizations are beginning to compete on delivering multi-message, multi-channel strategies to the right prospects at the right time. Behind the scenes, this involves a coordinated effort between a complex set of variables including marketing technology tools, content, the right mix of talent, and a willingness to experiment. None of these variables are as important or complicated as the human being ultimately responsible for the purchase decision. The most impressive technology stack, biggest data warehouse, and well-planned content calendar are useless if they lack the empathic understanding to give users what they need to take action.
Whether thinking about personalization for the first time or looking to improve your approach, join Dave, Kasia and Eric to learn about ways you can start converting prospects to customers with personalization.
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...Clark Boyd
This document provides an overview of developing an effective analytics strategy, covering key topics such as:
- Understanding why an analytics strategy is important for gaining insights from data
- Defining the right questions to ask of your data to address business objectives
- Implementing the right metrics and processes to optimize performance based on data
- Ensuring the right technology, data, people and culture are in place to execute the strategy
- Tips for reporting data to different stakeholders and developing the right analytics team
The presentation emphasizes that an analytics strategy should start by defining business goals and questions, and focus on using data insights to drive tangible improvements rather than just reporting metrics. Both qualitative and quantitative data are important to
Boosting Personalization In SaaS Using Machine Learning.pdfReza Rahimi
The document discusses personalization in software as a service (SaaS) using machine learning. It defines personalization and outlines a general personalization system architecture. Examples of personalization use cases at Dropbox are also provided, such as personalized search, lifetime value estimates, GUI rendering, Dropbox plan recommendations, churn scores, messaging, content ranking, promotions, and marketing. The key takeaways are that keeping customers happy is critical for SaaS success, personalization can help automate connecting and serving customers for better experiences, and machine learning enables personalization at scale.
Forward-thinking companies are transforming into digital experience-driven organizations in order to meet customer needs with business objectives. Yet among the volume of rich customer data, they often lose sight of the human element. This short session will cover some basics on how one can become data-inspired and design digital experiences that delight customers to build brand loyalty and drive greater demand.
Boosting Personalization In SaaS Using Machine LearningGlorium Tech
The document discusses personalization in software as a service (SaaS) using machine learning. It defines personalization and provides examples of use cases like personalized search, content ranking, marketing, and SaaS plans. The document also outlines a general two-phase personalization system architecture consisting of a feature store, personalization engine, and business logic/ranking components. It provides Dropbox as an example that uses various personalization techniques like personalized search, lifetime value, and churn scores to improve customer experience.
The document provides an overview of digital strategy and transformation. It discusses 5 key domains: customers, competitors, data, innovation, and value. For each domain, it outlines various aspects to consider. For customers, it discusses engaging customers, managing diversity and experiences. For competitors, it discusses how customers and industries can become competitors. For data, it discusses collecting, analyzing and visualizing data to make decisions. For innovation, it outlines a discover-ideate-validate-execute process. For value, it discusses understanding customer behavior through 5W1H (who, what, where, when, whom, how). The document provides guidance on developing a digital strategy across these important domains.
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
Digital Foundations: 3 Simple Steps to Changing your Digital DNABuilding Blocks
This document provides information on developing a digital roadmap. It discusses constructing a simple roadmap of digital activities mapped out over the short, medium, and long term. It also discusses mapping audience needs by developing personas and experience maps. Finally, it discusses measuring digital performance by developing key performance indicators and tracking tools. The overall goal is to help organizations plan and prioritize their digital investments and strategies over time to maximize efficiency and drive digital progress.
Planning For The Personalization Journey: From Empathy to EngagementRachel Wandishin
Tailored digital experiences that respond to the need of each end-user are the next step on the path of digital maturity.
In this webinar, Dave Sawyer, Lead Optimization Strategist at FFW, and Kasia Sinczak, Lead Content Strategist and User Researcher at FFW, and Eric Fullerton, Product Marketing Manager at Acquia, will outline the steps necessary to deploy a successful personalization strategy.
Content creation, storage, and access are easier and cheaper than ever before. Organizations are beginning to compete on delivering multi-message, multi-channel strategies to the right prospects at the right time. Behind the scenes, this involves a coordinated effort between a complex set of variables including marketing technology tools, content, the right mix of talent, and a willingness to experiment. None of these variables are as important or complicated as the human being ultimately responsible for the purchase decision. The most impressive technology stack, biggest data warehouse, and well-planned content calendar are useless if they lack the empathic understanding to give users what they need to take action.
Whether thinking about personalization for the first time or looking to improve your approach, join Dave, Kasia and Eric to learn about ways you can start converting prospects to customers with personalization.
Your smarter data analytics strategy - Social Media Strategies Summit (SMSS) ...Clark Boyd
This document provides an overview of developing an effective analytics strategy, covering key topics such as:
- Understanding why an analytics strategy is important for gaining insights from data
- Defining the right questions to ask of your data to address business objectives
- Implementing the right metrics and processes to optimize performance based on data
- Ensuring the right technology, data, people and culture are in place to execute the strategy
- Tips for reporting data to different stakeholders and developing the right analytics team
The presentation emphasizes that an analytics strategy should start by defining business goals and questions, and focus on using data insights to drive tangible improvements rather than just reporting metrics. Both qualitative and quantitative data are important to
Boosting Personalization In SaaS Using Machine Learning.pdfReza Rahimi
The document discusses personalization in software as a service (SaaS) using machine learning. It defines personalization and outlines a general personalization system architecture. Examples of personalization use cases at Dropbox are also provided, such as personalized search, lifetime value estimates, GUI rendering, Dropbox plan recommendations, churn scores, messaging, content ranking, promotions, and marketing. The key takeaways are that keeping customers happy is critical for SaaS success, personalization can help automate connecting and serving customers for better experiences, and machine learning enables personalization at scale.
Forward-thinking companies are transforming into digital experience-driven organizations in order to meet customer needs with business objectives. Yet among the volume of rich customer data, they often lose sight of the human element. This short session will cover some basics on how one can become data-inspired and design digital experiences that delight customers to build brand loyalty and drive greater demand.
Boosting Personalization In SaaS Using Machine LearningGlorium Tech
The document discusses personalization in software as a service (SaaS) using machine learning. It defines personalization and provides examples of use cases like personalized search, content ranking, marketing, and SaaS plans. The document also outlines a general two-phase personalization system architecture consisting of a feature store, personalization engine, and business logic/ranking components. It provides Dropbox as an example that uses various personalization techniques like personalized search, lifetime value, and churn scores to improve customer experience.
The document provides an overview of digital strategy and transformation. It discusses 5 key domains: customers, competitors, data, innovation, and value. For each domain, it outlines various aspects to consider. For customers, it discusses engaging customers, managing diversity and experiences. For competitors, it discusses how customers and industries can become competitors. For data, it discusses collecting, analyzing and visualizing data to make decisions. For innovation, it outlines a discover-ideate-validate-execute process. For value, it discusses understanding customer behavior through 5W1H (who, what, where, when, whom, how). The document provides guidance on developing a digital strategy across these important domains.
9 essential competencies of platform marketing 11 22 2015Andrew Leone
Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
Analytical CRM uses data and intelligence to provide a more customer-centric view of customers. It learns customer behaviors and relationships over time to improve marketing, sales, and customer support. Social CRM extends these capabilities by engaging customers through social media and online conversations. This transforms CRM strategies, operations, and organizational mindsets to focus on collaborative relationships and generate value through conversation rather than just transactions. Data mining is key to gaining customer insights from transaction and interaction data to improve business performance.
Necessary Elements of Digital Marketing to Grow Your BusinessDigital Vidya
Care about how to leverage 'Necessary Elements of Digital Marketing to Grow Your Business'. You will find this deck presented by the industry expert Srihari Palangala, Director and Head of Marketing at EMC during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
Building a Recommendation Platform For E-Commerce Businesses Based on Hybrid ...Ioannis Mandourarakis
We propose an automatic recommendation platform for e-commerce businesses based on multicriteria analysis and hybrid content-based - collaborative filtering, tailored to e-shops and cross-product category analysis, build with Web 2.0 concepts in mind. We are going to describe the input variables as well as methods to obtain them without frustrating customers, possible ways to pre-process the data and create a common query interface, suggest the recommendations output across a variety of scenarios and finally discuss metrics that can be used to measure the real return of the system.
Subrata Mukherjee gave a presentation on understanding customers through analytics. He discussed identifying different types of customers, both internal and external. Understanding customer motivations and footprints they leave behind is important. Data can be used to transform the customer journey by personalizing content and offers. Publishers can leverage actionable analytics by understanding customers in depth, sending targeted messages, and defining complex customer segments. Doing so requires investing in data management platforms and connecting various systems and vendors while ensuring compliance with privacy laws.
Creating Customized Buyer Journeys with AI and DataMarketo
1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys and engaging prospects and customers with relevant and insightful content. Watch our speakers from Lattice Engines, Informatica, nFusz and ion interactive to learn how to use AI, data and digital technologies to engage with relevance and create personalized content at scale. Informatica will also show how they transformed their marketing with AI and data to deliver customized buyer journeys at scale to achieve a 2x increase in effectiveness while reducing cost per qualified lead by 54%.
Microsoft Dynamics 365 for Customer Service. Care. Everywhere. An increasingly connected digital world has changed the way customers engage with brands. Get in Touch for Microsoft Dynamics 365 for Customer Service Partner & Demo- https://www.dynamicssquare.com.au/dynamics-365-customer-service/
This document provides an overview of an experience management unit at Victoria University. It includes details about the unit convenor, workshops and lectures, and assessments. The key topics covered are customer relationship management (CRM) and experience management, including definitions and examples. Group activities are also outlined that involve discussing CRM and experience management case studies.
Operationalizing Customer Analytics with Azure and Power BICCG
Many organizations fail to realize the value of data science teams because they are not effectively translating the analytic findings produced by these teams into quantifiable business results. This webinar demonstrates how to visualize analytic models like churn and turn their output into action. Senior Business Solution Architect, Mike Druta, presents methods for operationalizing analytic models produced by data science teams into a repeatable process that can be automated and applied continuously using Azure.
The document outlines DiCon Interactive's digital marketing solutions and services, including paid search, SEO, social media advertising, and web analytics support. It presents DiCon's perspective on industry trends, their product offerings, credentials through a process-focused approach and specialist teams, and how they would work with clients through dedicated account managers and project management.
Webinar Deck: Building Customer Relationships in an Omni-Channel WorldEnsighten
“Building Customer Relationships in an Omni-Channel World”
Connecting the dots in an omni-channel world is a challenge that makes it difficult for brands to form meaningful relationships with their customers. A lack of visibility across channels results in broken customer journeys which undermine efforts to cultivate exceptional brand loyalty. In this webinar we will discuss how to connect the dots so you can focus on optimizing for people, rather than channels.
This webinar will cover:
-Creating robust customer profiles through first party data
-Managing the balance between demographic and real-time data
-Acting on customer insights
-Measuring the impact of a personalized customer journey
SPEAKERS: Rick Weithas, Director of Product Marketing, Ensighten & Jared Polidoro, VP of Client Services, Maxymiser
New Analytic Uses of Master Data Management in the EnterpriseDATAVERSITY
William McKnight discusses new analytic uses of master data management in the enterprise. He outlines how MDM can power applications like fraud detection, call center chatbots, transportation, and marketing. MDM provides a centralized hub for core and attribute data on customers, products, suppliers and other domains that can then be used across various analytics and applications. With quality master data and attributes, organizations can improve customer profiles for personalization, manage supply chains more efficiently, and detect fraud patterns in real-time.
This document provides an overview of SugarCRM and its CRM solutions. It discusses:
- The large untapped potential in the CRM market due to solutions being designed for managers, not individual users.
- How SugarCRM aims to address this by designing solutions for individual users and focusing on the customer and user.
- SugarCRM's offerings for sales, support, executives, and IT/CIO teams that provide functionality like customer intelligence, reporting, flexible pricing, and low total cost of ownership.
- Loaded's capabilities in CRM consulting, development and integration that allow them to deliver comprehensive CRM solutions and ensure successful customer outcomes.
This document discusses strategies for customer engagement. It outlines the customer journey as acquisition, activation, retention, and growth. It recommends understanding users through touchpoints, data collection, and metrics. Modes of acquisition include organic, social, community building, referrals, and paid channels. Google Analytics can analyze traffic sources and user behavior. SEO and landing page optimization help map keywords to pages. Lifecycle tools automate messaging to reduce dropout. Net Promoter Score and customer satisfaction surveys provide feedback. The case study discusses applying these strategies to a custom t-shirt design website.
Best in class email marketing with sap crmStrongView
View this presentation to learn how direct access to customer data stored in SAP CRM can transform the way email communications are created and dramatically increase open, click and conversion rates. StrongMail email experts walk through several “before and after” examples of how integrating CRM data into email communications can change the way email marketing is perceived by your customers and drive increased engagement and revenue.
eComm talk 3: Effective tools for Website optimisationNikolay Nekov
This document summarizes an event about effective tools for website optimization. It discusses conversion rate optimization and the importance of tracking micro-conversions and customer behavior. Specific tools that were covered include heatmaps, scroll maps, surveys, content personalization, email automations, A/B testing, gamification, smart popups, speed optimization, and search. The document provides examples and advice on how to implement these tools, set goals, and measure results. It also describes the speaker's consulting services and partnership programs to help companies with digital marketing strategies and website optimizations.
Lead generation and data retention-What should you know as an IT manager?Monomit Bhowmik
The document discusses key considerations for lead generation from a data and integration perspective. It outlines steps that should be taken before designing forms or setting up channels, such as determining where data will be stored, what medium each channel uses, how data will propagate to a central repository, data retention policies, and strategies for opt-ins and opt-outs. It also stresses the importance of clearly defining success metrics and reporting mechanisms to evaluate campaigns.
Marketing Program Overview_Sal A _2012 v2.1Sal Abramo
The document provides an overview of Trend Micro's 2012 field marketing program. It discusses distributing marketing efforts across thought leadership, market awareness, lead generation, and relationship building. It outlines tactics for each area including events, content creation, social media, and demand generation programs. Measurement metrics are also proposed to track the success of the various initiatives.
Module-1 Marketing in Digital EnvironmentLAKSHMI V
This document discusses marketing in the digital environment. It covers several topics:
1. Digital environments integrate electronic devices for communication and content sharing globally.
2. Marketing in a digital environment includes using computer and mobile resources like websites, email, social media for business activities.
3. Benefits of digital marketing include better growth, higher conversion rates, establishing brand reputation and more.
CRM aims to integrate customer-focused activities like sales, marketing and customer service to establish long-term customer relationships. It involves selecting and acquiring customers, retaining them through quality service and personalized communication, and extending relationships through additional sales. CRM systems automate sales, service and marketing processes to gain a comprehensive view of customers. This allows companies to better understand customer needs and provide a consistent, high-quality experience across all interactions. While requiring investment, CRM can increase customer satisfaction, sales and operational efficiencies if implemented appropriately for a company's specific needs and culture.
Columbia Business School: Creating Stronger Connections Using ExactTarget Mar...Salesforce.org
By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You'll leave this session inspired to create stronger more meaningful connections with your constituents!
Speakers:
Jason Belland, Senior Associate Director, Online Media and Technology, Columbia Business School
Jason Belland currently serves as Senior Associate Director of Online Technology at Columbia Business School Executive Education. His career in higher education spans 13 years, during which he has led innovation on projects including distance and online learning, CRM implementation, and website management. Jason speaks and consults internationally on the role of IT in delivering customer relationship management solutions to organizations.
Gordon Evans, VP of Marketing, ExactTarget Marketing Cloud, salesforce.com
Gordon Evans is the VP of Product Marketing for the Salesforce ExactTarget Marketing Cloud, where he and his team are responsible for messaging, positioning and go to market strategy. In the past eight years at salesforce.com, Gordon helped build salesforce.com’s award-wining public relations and social media teams, and launched some of the company’s most exciting initiatives, including the AppExchange and Force.com. Gordon has more than 20 years of experience in enterprise software and cloud computing product marketing, social media and PR, and has held a variety of positions at Epiphany, Digital Island and Novell.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
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Creating Customized Buyer Journeys with AI and DataMarketo
1:1 B2B marketing and sales is a strategy focusing on targeted marketing initiatives and messaging to your audience. AI, data and digital are the foundation for creating personalized buyer journeys and engaging prospects and customers with relevant and insightful content. Watch our speakers from Lattice Engines, Informatica, nFusz and ion interactive to learn how to use AI, data and digital technologies to engage with relevance and create personalized content at scale. Informatica will also show how they transformed their marketing with AI and data to deliver customized buyer journeys at scale to achieve a 2x increase in effectiveness while reducing cost per qualified lead by 54%.
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This document provides an overview of an experience management unit at Victoria University. It includes details about the unit convenor, workshops and lectures, and assessments. The key topics covered are customer relationship management (CRM) and experience management, including definitions and examples. Group activities are also outlined that involve discussing CRM and experience management case studies.
Operationalizing Customer Analytics with Azure and Power BICCG
Many organizations fail to realize the value of data science teams because they are not effectively translating the analytic findings produced by these teams into quantifiable business results. This webinar demonstrates how to visualize analytic models like churn and turn their output into action. Senior Business Solution Architect, Mike Druta, presents methods for operationalizing analytic models produced by data science teams into a repeatable process that can be automated and applied continuously using Azure.
The document outlines DiCon Interactive's digital marketing solutions and services, including paid search, SEO, social media advertising, and web analytics support. It presents DiCon's perspective on industry trends, their product offerings, credentials through a process-focused approach and specialist teams, and how they would work with clients through dedicated account managers and project management.
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Connecting the dots in an omni-channel world is a challenge that makes it difficult for brands to form meaningful relationships with their customers. A lack of visibility across channels results in broken customer journeys which undermine efforts to cultivate exceptional brand loyalty. In this webinar we will discuss how to connect the dots so you can focus on optimizing for people, rather than channels.
This webinar will cover:
-Creating robust customer profiles through first party data
-Managing the balance between demographic and real-time data
-Acting on customer insights
-Measuring the impact of a personalized customer journey
SPEAKERS: Rick Weithas, Director of Product Marketing, Ensighten & Jared Polidoro, VP of Client Services, Maxymiser
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- How SugarCRM aims to address this by designing solutions for individual users and focusing on the customer and user.
- SugarCRM's offerings for sales, support, executives, and IT/CIO teams that provide functionality like customer intelligence, reporting, flexible pricing, and low total cost of ownership.
- Loaded's capabilities in CRM consulting, development and integration that allow them to deliver comprehensive CRM solutions and ensure successful customer outcomes.
This document discusses strategies for customer engagement. It outlines the customer journey as acquisition, activation, retention, and growth. It recommends understanding users through touchpoints, data collection, and metrics. Modes of acquisition include organic, social, community building, referrals, and paid channels. Google Analytics can analyze traffic sources and user behavior. SEO and landing page optimization help map keywords to pages. Lifecycle tools automate messaging to reduce dropout. Net Promoter Score and customer satisfaction surveys provide feedback. The case study discusses applying these strategies to a custom t-shirt design website.
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This document summarizes an event about effective tools for website optimization. It discusses conversion rate optimization and the importance of tracking micro-conversions and customer behavior. Specific tools that were covered include heatmaps, scroll maps, surveys, content personalization, email automations, A/B testing, gamification, smart popups, speed optimization, and search. The document provides examples and advice on how to implement these tools, set goals, and measure results. It also describes the speaker's consulting services and partnership programs to help companies with digital marketing strategies and website optimizations.
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The document provides an overview of Trend Micro's 2012 field marketing program. It discusses distributing marketing efforts across thought leadership, market awareness, lead generation, and relationship building. It outlines tactics for each area including events, content creation, social media, and demand generation programs. Measurement metrics are also proposed to track the success of the various initiatives.
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This document discusses marketing in the digital environment. It covers several topics:
1. Digital environments integrate electronic devices for communication and content sharing globally.
2. Marketing in a digital environment includes using computer and mobile resources like websites, email, social media for business activities.
3. Benefits of digital marketing include better growth, higher conversion rates, establishing brand reputation and more.
CRM aims to integrate customer-focused activities like sales, marketing and customer service to establish long-term customer relationships. It involves selecting and acquiring customers, retaining them through quality service and personalized communication, and extending relationships through additional sales. CRM systems automate sales, service and marketing processes to gain a comprehensive view of customers. This allows companies to better understand customer needs and provide a consistent, high-quality experience across all interactions. While requiring investment, CRM can increase customer satisfaction, sales and operational efficiencies if implemented appropriately for a company's specific needs and culture.
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By providing meaningful and relevant messages, you can create rich life-long relationships with your students, alumni and donors. Join us to learn how you can unlock Salesforce CRM data to engage your customers with the right message through the right channels at the right time by leveraging the ExactTarget Marketing Cloud. Our special guest, Columbia Business School, will share how they are utilizing Salesforce CRM with the ExactTarget Marketing Cloud to improve communications, increase marketing efficiency, and track results. You'll leave this session inspired to create stronger more meaningful connections with your constituents!
Speakers:
Jason Belland, Senior Associate Director, Online Media and Technology, Columbia Business School
Jason Belland currently serves as Senior Associate Director of Online Technology at Columbia Business School Executive Education. His career in higher education spans 13 years, during which he has led innovation on projects including distance and online learning, CRM implementation, and website management. Jason speaks and consults internationally on the role of IT in delivering customer relationship management solutions to organizations.
Gordon Evans, VP of Marketing, ExactTarget Marketing Cloud, salesforce.com
Gordon Evans is the VP of Product Marketing for the Salesforce ExactTarget Marketing Cloud, where he and his team are responsible for messaging, positioning and go to market strategy. In the past eight years at salesforce.com, Gordon helped build salesforce.com’s award-wining public relations and social media teams, and launched some of the company’s most exciting initiatives, including the AppExchange and Force.com. Gordon has more than 20 years of experience in enterprise software and cloud computing product marketing, social media and PR, and has held a variety of positions at Epiphany, Digital Island and Novell.
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
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What Software is Used in Marketing in 2024.Ishaaq6
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The paper delves into the functionalities, benefits, and examples of each type of software, highlighting their unique contributions to effective marketing practices. It explores the importance of integration and automation in maximizing the impact of these tools, addressing challenges and strategies for seamless implementation across different marketing channels.
Furthermore, the paper examines emerging trends in marketing software, such as AI and machine learning applications, personalization strategies, predictive analytics, and the ethical considerations surrounding data privacy and consumer rights. Case studies illustrate real-world applications and success stories of businesses leveraging marketing software to achieve significant outcomes in their marketing campaigns.
In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
The Future of ''Digital marketing'' .pptxbhavanasizcom
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ROI on Personalized Experiences - Greg Kihlstrom, GK5A
1. MASTER
CLASS
PHILADELPHIA, PA ~ MAY 2 - 3, 2022
DIGIMARCONMIDATLANTIC.COM | #DigiMarConMidAtlantic
Greg Kihlstrom
CHIEF STRATEGIST
GK5A
ROI on Personalized
Experiences
2. background
● Started in “digital” in 1998
● Founded and sold 2 companies
(Carousel30 & Digics)
● Lean Six Sigma Black Belt and Agile
Certified Coach
● Worked with top brands on CX and
digital transformation:
FedEX, Coca-Cola, HP, VMware, Choice
Hotels, Dell, Marriott, Sunrise Senior
Living, Blue Cross Blue Shield
about me
day jobs
● Principal, GK5A
○ Consultant on CX and EX initiatives
● Host, The Agile Brand Podcast
● Author, Writer, Speaker
4. Consumers value personalization
91% 80%
of consumers are more likely
to shop with brands who
provide relevant offers and
recommendations [1]
of customers are more likely to
purchase a product or service
from a brand who provides
personalized experiences [2]
[1] Accenture Pulse Survey [2] Epsllon, “The power of me” report, 2018 [3] McKinsey https://www.mckinsey.com/business-functions/marketing-and-
sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
76%
of consumers get frustrated
when they don’t experience
personalization [3]
5. The ultimate goal
1:1
personalization
Every customer has a
tailored experience to
their unique needs
Increased
Customer
Lifetime Value
Demonstrated
capabilities that drive
customers to buy, buy
more, buy more often,
and refer others
Omnichannel
personalization
Their experience is
tailored from the time
they become aware of a
product or service until
long after they purchase
Multi-touch
attribution
Brands have a thorough
understanding of what
channels, tactics, offers,
and messaging motivate
customers to buy, buy
more, buy more often,
and refer others
6. What exactly do we mean by personalization?
Scale
Segmentation
1-to-1
Reach
Single channel
Multi- or omnichannel
Context
Prescriptive:
Explicit or Implicit
Adaptive
7. Category 1: Scale
Scale
– How granular we
personalize the content,
offers, and experiences,
– Either at a broader
(segmentation) or singular
(1-to-1) level.
8. Category 1: Scale
Segmentation
– Identifying a subsegment of people
within your larger audience.
o The aim is to produce better business
outcomes by delivering more relevant
experiences.
– One challenge: in order to produce
greater outcomes, you have to target
smaller segments.
9. Category 1: Scale
1-to-1 Personalization
– Focus on delivering optimal experiences
to individuals rather than segments.
– Delivers optimal experience for each
customer using all the data available about
the individual.
– Requires rapid data aggregation and
analysis, cross-channel deployment, and
ML optimization.
10. Category 2: Context
Context
– 2 sub-categories:
o External inputs (the brand defines the
methods and controls for
personalization)
o User-defined inputs (the user’s actions
help define the content they see and
the actions they are able to take)
11. Category 2: Context
Prescriptive: Explicit personalization
– Visitor’s profile determine what content
they will see and the user can change the
content as per his/her needs.
– Example: When you are logged in to
Facebook, you see your profile data, your
friends data, your shared posts etc.
12. Category 2: Context
Prescriptive: Implicit personalization
– The user’s past browsing behaviour determines
what content they will see.
– Example: remarketing on Google
13. Category 2: Context
Adaptive personalization
– What they see is determined by the user’s behavior,
sometimes referred to as next best action
– The system automatically adapts itself and might
provide options to the user to personalise his/her
behaviour accordingly.
– One weakness of segmentation is that that you have to
set up business logic for every segment or block of
users you wish to target.
14. Category 3: Reach
Reach
– How broadly personalization is
available across the customer
experience.
– How many platforms and channels
are working seamlessly together to
provide a personalized experience,
content, and offers.
15. Category 3: Reach
Single Channel
– Offers a tailored experience in the most limited way
possible.
– Warning: there can frustration if only one channel (or a
limited set of channels) provides personalized content.
16. Category 3: Reach
Multichannel
– Delivers the types of cross-channel
experience consumers expect.
– Requires access to shared audience
segment and customer profiles across
the organization.
o Customer Data Platforms (CDPs), Data
Management Platforms (DMPs),
Customer Relationship Management
systems (CRMs) and others.
17. Category 3: Reach
Omnichannel
– Across EVERY channel your brand
provides, and implies that it is beyond
a single stage in the customer journey
as well.
– While this should be the “north star”
for all organizations, achieving true
omnichannel personalization is not in
reach for most organizations at this
time.
18. What infrastructure is needed?
4 categories:
Customer
Data
CDP
CRM
DMP
CMP
Feedback Loop
Continuous
Improvement Process
Activation
● Automation
● Content
Management
● Orchestration
● NBA/NBO
● Multivariate Testing
Analysis
Reporting
22. Data of Personalization
2 categories of customer data:
Customer-Specific
Demographic
Contextual
Behavioral
Ownership-Specific
3rd and 2nd party
1st party
Zero-party
23. Data of Personalization
Individual-specific
○ Defined by its relationship to the customer,
and the way it is able to describe the
individual.
○ Used to create audience segments from
groups of individuals who share similarities.
24. Data of Personalization: Individual
Demographic Data
○ Consists of an array of applicable socioeconomic
information, including (but not limited to):
■ Age
■ Gender
■ Ethnicity
■ Income
■ Employment Status
■ Home Ownership
■ Internet Access
■ and much more
25. Data of Personalization: Individual
Contextual Data
○ Provides perspective into a customer or their experience.
■ Last item purchased (and/or date of last purchase)
■ Personal information (name, email, address)
■ Date of last customer service call (and if it was resolved or not)
■ Time on hold
■ Customer’s preferred communication method
■ Attitudes about your brand
■ Last webpage viewed
■ Last email opened or received
○ Most effective when stitched together
26. Data of Personalization: Relational
Behavioral data
• Data collected from a customer’s interactions and
engagements:
– Website or mobile app interactions
– Email sign-ups, opens, and clicks
– Subscription renewals
– In-store visits and purchases
– Customer service requests
• Most useful when tied to a specific individual / channel
– (e.g. website, mobile app, call center, etc.)
27. Category 2: Ownership
Ownership-specific
• Determined by its relationship to the brand how the
information is collected, and the entity or “party” that
can claim ownership over it.
There are four sub-categories:
• 3rd party
• 2nd party
• 1st party
• Zero party
29. How to do this
Brands need to approach personalization and
personalized content in a way that is:
Cost-effective
● Can be achieved
operationally without
being overly
burdensome on
content creators
ROI-Driven
● Achieves the desired
business result(s).
Measurable
● Testing and
optimization are
clearly defined
30. Common pain points
Five areas where personalization can often run into
roadblocks:
• Technology challenges
• Cross-team collaboration
• Data challenges
• Time and resource requirements
• Attribution challenges
31. Technology challenges
Platforms
Necessary
● Customer Data Platform (CDP)
● Customer Relationship Management
(CRM)
● Consent Management Platform (CMP)
● Data Management Platform (DMP)*
Beneficial
● Multivariate Testing Tools
● Customer Journey Orchestration
● Integration Platform as a Service (iPaaS)
● Product Recommendations
● Data/Reporting Tools
32. Technology challenges
Build vs. Buy
Pros
Build
● The specifications for the platform are exactly what is
needed and with the exact systems you want to
integrate with
● Data ownership, usage, consent, and privacy can
sometimes be more tightly managed
Buy
● The time to value is generally shorter
● Integrations are often easier with many APIs and
connectors “out of the box”
● Requires less upkeep and maintenance costs
Cons
Build
● Time to value can be longer than off the shelf
● Can be difficult and costly to maintain integrations w/
multiple changing APIs, etc.
● Doesn’t have a common API language
Buy
● Less influence on the product roadmap and priorities
● May or may not work with all of your internal systems
“out of the box”
● Switching costs between monolithic platforms can be
considerable down the road
34. Attribution challenges
● Multi-touch attribution provides fuller view of the
influences on a customers purchase behavior, or other
desired actions
○ More comprehensive than first- or last- touch attribution
● Unified Customer IDs
○ A requirement for multi-touch attribution is a method to tie
together a user’s information throughout a conversion
process.
36. Time and resource requirements
• Creating variations required for
personalized content simply takes
more time and effort in most
cases.
• This time is spread across many
roles and resources
37. Customer challenges
• You will run into immediate roadblocks if:
– You don’t have enough information about your
customers
– You can’t get new customers to provide meaningful
data about themselves
• This becomes even more important with the shift
away from 3rd party cookie usage and support.
38. Customer challenges
Ways to build your customer information:
● Contests
● Gated content
● Offers
● Gamification
● Membership
● Loyalty programs
● Ask for small amounts of
information over time
39. Customer challenges
• It’s not about solving ALL of
the challenges, but being
aware of what they are and
managing conflicts as they
occur
41. How do you measure personalization?
Scale
Incremental
Holistic
Process
Testing & Hypotheses
Efficiency
Feedback loop
Audience
Segment
Journey Stage
Customer
42. Category 1: Scale
Incremental measurements
• Personalized experience
vs. non-personalized
• Cross-channel
personalization vs. not
• Single Channel
Conversion
Holistic measurements
• Customer Lifetime Value
(CLV)
• Audience segment
performance
• Multi- or Omnichannel
Performance
• Journey Stage performance
43. Category 1: Scale
Multi-touch attribution (MTA)
• Required to do holistic measurements well
– Need better ways to determine how different channels
work together when doing multi-channel or omnichannel
personalization
44. Category 2: Audience
● Audience Segments
○ Measuring the segments themselves
○ Measuring content against the segments
● Personas
○ Useful as starting points/assumptions
46. Category 2: Audience
Individual Customer
○ In the short term, individual measurement is important for
customer support, tracking, etc.
○ In the longer term, individual measurement support more 1-
to-1 personalization
47. Category 3: Process
Process
• Systems and methods used to
perform personalization, and
how those systems perform,
as well as how they are
improved.
48. Category 3: Process
Hypothesis & Testing
• Draws on the scientific method:
– Define a question or hypothesis
– Make a prediction to test the
hypothesis
– Perform the test by gathering relevant
data
– Analyze the data
– Draw a conclusion
49. Category 3: Process
Efficiency
• Agile sprint-based approach and velocity of sprints
• Automating processes such as image creation or
localization of content
• Utilizing AI tools to identify relevant images in a large
image database
• Implementing a shared content management system
50. Category 3: Process
Feedback loops
• Performance of audience segmentation
• Impact of content variations, including
messaging, images, and calls to action
• Customer journey performance
• Attribution & measurement quality
• Internal efficiencies
52. Measurement sophistication
• Define Key Performance Indicators
(KPIs) for personalization.
• Build your measurement
sophistication over time
• Create a roadmap for your data,
integrations, attributions, and
measurements of success.
53. Map the Customer Journey
• You have most likely created a customer journey map
for one reason or another, but have you included
personalization considerations as well?
• Doing so will allow you to better understand key
moments where personalized content will be of the
greatest value
54. Map the Customer Journey
As you map the journey:
• Do you have enough customer data to personalize?
• Where would multi-channel personalization benefit the
customer?
• What teams and processes are needed to support content
variations and technical integrations?
• How will you perform multivariate testing and analysis?
• What does “success” looks like?
55. Pilot Projects
• Best way to learn and iterate
• Will often help get initiatives like advancing
personalization off the ground.
• Pick a pilot project that is not only low effort, but that
provides metrics that point to an organizational KPI.
56. Moving towards omnichannel
One channel at a time slowly but
steadily builds your multi-channel
personalization capabilities.
Build personalization channel by channel…
Website Email Mobile App Social Live chat
57. Content creation process
Take the time to look into improvements in your workflow
and processes, including:
• How multiple variations of images and copy will be
sourced
• How the legal and compliance approval will be impacted
• How content will be managed, edited, and versioned
• How feedback about the content and process will be
incorporated
58. Plant your brand garden
• Prioritize collecting first- and zero-party
data
• Brands have taken an approach such as:
– adding subscription models
– publishing content
– customer loyalty programs
– membership programs with advanced
access to products and offers
• For the best success, find a natural
approach
59. Center of excellence or steering committee
• Helps to solve for some of the internal cross-team
collaboration challenges discussed earlier.
• Doing personalization well means working across
practice areas, departments, and often nationally or
globally.
• Creating a team that regularly meets to discuss the goals
of personalization and how it will get implemented as an
enterprise can ensure alignment and assist long-term
success.
62. Summary
• Personalization can benefit both the customer and the
organization
• Important to be realistic about the resources required to
do personalization well
• Create a sustainable personalization program
• Define and track personalization success KPIs
• Ensure stakeholder buy-in and support for the people,
processes, and platforms required
63. Listen to the podcast
@theagile_brand @gregkihlstrom