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SEND2017: l'Open Summit di Contactlab
This document is a presentation on digital marketing trends and customer engagement strategies. It discusses how consumer expectations have changed and brands need to recognize individual customers, understand their purchase history and interests. It also notes the challenges of complying with new privacy regulations. Additionally, the presentation describes a new customer engagement platform that is data-driven, API-first, and designed to be flexible, easy to use and provide a unified customer view. The platform aims to help brands personalize engagement across channels in real-time by ingesting, enriching and activating customer data.
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- 1. Master version 0.0.2 SEND2017 Massimo Fubini June 2017
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- 5. PARTIAMO CON UNO SGUARDODALL’ALTO, VISIONE, TENDENZE, SCENARI
- 6. 6 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Consumers expect brands to recognize their customer status, purchase history, buying interests and preferences. (Gartner: Master Atomic Content to Access the Power of Dynamic Content Marketing Published: 18 October 2016)
- 7. 7 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 8. 8 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 9. 9 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 10. 10 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 11. E NELLA COMUNICAZIONE? QUALITENDENZE?
- 12. 12 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 13. 13 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 14. THE NEW ERAOF TRANSPARENCY
- 15. 15 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Consumers expect brands to recognize their customer status, purchase history, buying interests and preferences. (Gartner: Master Atomic Content to Access the Power of Dynamic Content Marketing Published: 18 October 2016) • AUTOMATION
- 16. 16 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Consumers expect brands to recognize their customer status, purchase history, buying interests and preferences. (Gartner: Master Atomic Content to Access the Power of Dynamic Content Marketing Published: 18 October 2016)
- 17. 17 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. By the end of 2018, more than 50% of companies affected by the General Data Protection Regulation will not be in full compliance with its requirements. (Gartner: The Impacts of the General Data Protection Regulation on MDM - Published: 15 June 2017)
- 18. 18 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 19. 19 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 20. 20 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
- 21. MA SOPRATTUTTO E’ IMPRESSIONANTE LAVELOCITÀ DEL CAMBIAMENTO
- 23. 23 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. CHI SOPRAVVIVERÀ?
- 24. 24 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. SERVIZIO. CLIENTE AL CENTRO #customercentric
- 25. 25 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. ENGAGEMENT #relationshipmatter
- 26. 26 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. PERSONALIZZAZIONE #onlyforyou
- 27. 27 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. IN GENERE…
- 28. COSA HANNO INCOMUNE TUTTI I CASI DI SUCCESSO?
- 29. 29 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. PERSONALIZED ENGAGEMENT IS MANDATORY CUSTOMER CENTRIC ANYWHERE REALTIME PERSONAL CONTENTS OMNICHANNNEL COMMERCE RELATIONSHIP MATTER
- 30. BENE, ORA PERÒ VENIAMOALLA PRATICA
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- 33. ANCHE SE ILNOSTRO TARGET HA UN COMUNE “INTERESSE”
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- 36. Il mondo cambiarapidamente, Le audience si spostano, Le abitudini mutano La concorrenza incalza O ci muoviamo in fretta O siamo spacciati.
- 37. In un mondocosì in divenire non si può che evolvere per “learning by doing”
- 38. Il “doing” ovvero le diverseesperienze che accumuliamo sono la marcia in più che fa la differenza.
- 39. Per fare esperienza, dobbiamoeliminare ogni attrito che ci impedisca di farla e ogni “lock in” che ci limiti la flessibilità
- 40. ABBIAMO DISEGNATO LAPIATTAFORMA CON QUESTA FLESSIBILITÀ IN TESTA (E SOPRATTUTTO CON L’ESPERIENZA DI QUASI 20 ANNI DI EXECUTION)
- 41. 41 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Specialized 100% focus on digital customer engagement on lifestyle industries Data protection by design and by default taking privacy into account during the whole life cycle of the engagement process Data Centric A data-driven model combining all online and offline data sources into actionable 360° real-time customer profiles API first A component-based architecture to merge, integrate, interact with and extend solutions Easy-to-use User-friendly, foolproof and effective solutions designed to make marketers life easier Price-performance Full marketing cloud and engagement platform at best value for money
- 42. 42 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Technology (APIs, Big Data, Predictive Intelligence) Expertise (Strategy, Operations, Research, Domain, Vertical) INGEST ENRICH ACTIVATE ANALYSE HOW IT WORKS
- 43. UNA PIATTAFORMA CHE: -è “event driven” - è anche un framework aperto - lavora in near real time - aperta rispetto ai modelli di dati - ottimizzata per le funzioni più importanti
- 44. DATA BUS Unified CustomerView Audience Building & PlanningCalculate, Enrich, Visualize Multichannel Delivery Personal Conversations Human & Contextual events Core orchestration Platform “Consumer” applications
- 45. Seven dots toconnect
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- 53. UN LAVORO ENORME INCONTINUO AGGIORNAMENTO
- 54. 2017 Q2 Q3Q4 Queue & Feedback 1.9 Simple CRM 2.0 Multiple key aggregation 2.1 Customer Card 2.2 Privacy Policy 2.3 Event-driven PoC PoC Bulk Ingestion 1.0 Data mapper 1.1 Groups and smart rules Enrichments and new actions 1.5 Top / Least N Real Time Data 2.1 2.22.0 1.2 Drip Campaigns 1.0 Triggered Campaigns 1.1 Split flows & new actions 1.2 Minimum Viable Product 1.3 Email Inbound Instant messaging 1.4 Customers Management 1.1 SMS as an IM Channel 1.0 1.1 1.2 1.0 Enrich Customer profile using purchases . Visualize and explore your data 2.0 Enrich customer profile with email events 1.1 5.6 8.0 9.0 Email preview enhancement 6.0 6.1 7.0 REST API for transactional emails Contrib. to data bus Refactoring Merge Contactsend Smart 1.0 Unified toolbar 0.9 User Company Team Data mapper 1.1 Integration Directory 1.2
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- 56. 56 © Copyright 2016Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. WE TRANSFORM CUSTOMER & CONTEXT DATA INTO PERSONAL ENGAGEMENT ACTIONS TO DRIVE SALES