This document discusses building an insight-driven customer experience through effective use of data and technology. It notes that only a portion of customers currently engage with loyalty programs, emails, and promotions. The document advocates for using technology to better understand customer identity, behavior across channels, and turning insights into personalized engagement. It warns against irrelevant messaging and poor timing. The document encourages marketers to analyze their existing customer data to better understand what is known and can be learned, then start with small focused tests of insights-driven campaigns measured by relevant metrics. The overall message is that customers are changing rapidly so marketers must change with them by leveraging data to continuously improve relevance, engagement, and business outcomes.

1. Building an Insight Driven
Customer Experience
Marc Shull
SVP Social & Disruptive Marketing Strategies
Yes Lifecycle Marketing
September 27th, 2017

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• Only 60% of customers with loyalty cards use
them for a transaction
• Only 22% of email subscribers ever click on 1 or
more emails from a brand
• Only 33% of trade promotions make money
• Those who transform their business into an
insights driven one will have a powerful
competitive advantage
Why Do We Even Care?
Brands
Are
Missing
Out

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Solutions to Marketers’ Big Data Challenges

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To build an insights driven customer
experience, technology MUST:
• Address identity resolution and data
management
• Make Big Data easy to understand
• Support channels where customers want
to engage
• Reduce the time to engagement with
full-loop integration of data, insights, and
execution
Technology And Data Must Work Together

5. Expectations Have Changed & Will Continue To Do So

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Customer Behavior Is Changing
• 79% have made an online purchase, 51%
through mobile, and 15% via Social media
• 24% make no purchases in a typical week with
cash, same % for cash only or almost only
• 12% have made in-store purchases with mobile
phone
• 39% have shared purchase experiences or
feelings on social media
– 86% after a good experience
– 77% following a bad experience
90%
77%
24%
87%
64%
19%
72%
36%
11%
59%
17%
5%
0% 20% 40% 60% 80% 100%
Bought Online
Used Cellphone to Buy
Online
Bought Through Socal
Media Link
18-29 30-49 50-64 65+
Note: All respondents in the United States; Pew Research - http://www.pewinternet.org/2016/12/19/online-shopping-and-e-
commerce/

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How I
want it

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• Channel usage has risen over the past
two years:
– SMS: +148%
– Push: +137%
– Display: +80%
• Marketer requirements for cross-channel
capabilities expected to increase
Marketers Are Changing To Meet Expectations
Source: Forrester US Digital Marketing Forecast: 2016 To 2021 .
0% 20% 40% 60% 80% 100%
Website
Social Media
Email
Display
Mobile Apps
SMS / Text
Marketing Channel % Usage Trends
2015 2017 2018

9. Customers Expect Contextual Relevancy

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Relevancy Gone Wrong – Part I
Relevancy:
• Name?
• Location?
• Purchase History?

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Relevancy Gone Wrong – Part II
Timing Relevancy:
• Tied to a Purchase?
• Timing?
• Can-Spam?

12. Get to Know your Big Data

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Data Is Only Valuable If You Do Something With It
Data
Insights &
Execution

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Your Big Data: Do You Even Know What Is In There?

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The building blocks are there to get what you
need from the data to answer questions such
as:
• Who are your customers?
• Where they are in the customer lifecycle?
• Where, how, when, and why do they
engage?
Identify or create targeting and content
attributes, and success metrics tied to your
goals
What You Have vs. What You Can Create

16. Start Small & Stay Focused

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• What quantifiable goal am I trying to achieve?
• What attributes do I need for targeting?
– Exist or create?
• What metrics will I use to measure the results
and what defines success?
– Exist or create?
Focus On A Very Limited # Of Outcomes
All Data
What I Care
About Now

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Ignore
Everything
Else

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Three Data Points That Can Change How You Market
Purchase Cycle
Improve Relevancy
Align with
Buyer Needs
Reduce Attrition
Reduce Unsubscribe
Opportunities
Distance to Nearest Store
Improve Relevancy
Store Location
Channel Penetration Online →In-Store
Offer / Buying Channel
Preferred Marketing
Channel
Improve Relevancy
Outbound Marketing
Channel
Improved Engagement Tiered Channel Usage

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Business
Goals
Program
Campaign
Message
• An effective data management & framework are critical to
address measurement and insights gaps
• In addition to traditional revenue and ROI metrics, define
metrics to address questions like:
– Campaign:
• What impact did this have on long-term customer
retention and spend?
– Message:
• What portion of engagement was with my hard to
engage audience or those about to become
inactive?
• Did the message drive more positive engagement
than negative?
How Do We Close The Measurement Gap?

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• Customer are changing, you need to change
with them
• If you’re not using your data it’s not worth
anything so get to know it
• Start small and stay focused
• Use technology that makes data actionable
• Test, learn, automate, repeat, and expand
Key Take Aways

22. See for yourself @ Booth #1545