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Tech Talk: Using data to drive customer experience informatica_harris
This document discusses how organizations can use data to drive better customer engagement and experiences. It notes that the amount of data being generated is exploding due to new users, devices, data types, and cloud usage. To understand customers fully, organizations need a 360-degree view by relating different types of customer data. The document argues that many customer experience initiatives are missing integrated people, processes, and technology. It then provides examples of how master data management can be used to cleanse, enrich, and relate customer and product data to create intelligent 360-degree views. This allows personalizing marketing and improving omni-channel experiences.
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Tech Talk: Using data to drive customer experience informatica_harris
- 1. Using Data toDrive Customer Engagement & Experience Zack Harris, Enterprise Accounts, Informatica SPONSOR
- 3. 3 © Informatica.Proprietary and Confidential. New Users 325 million business data users and growing Machine Learning/AI Data in the Cloud New Data Types (mobile, social, IoT) Explosion in Data Volume Data Trends By 2020 Over 92% of data center traffic will come from the Cloud 20 billion connected devices 1 billion workers will be assisted by machine learning or AI 15.3 zettabytes per year in global data center traffic
- 4. 4 © Informatica.Proprietary and Confidential. Engagement & Experience: We live in an ultra- connected world
- 5. 5 © Informatica.Proprietary and Confidential. Relate your Data for a 360-Degree Customer View Business Relationships Social Relationships Household Relationships Customer Service Issues & Needs Marketing Responses Sales Offers & Activities Transactions & Interactions Products & Services IoT & Devices Contact Preferences Business & Consumer Information Sam‘s Profile Contact Information Sam Smith
- 6. 6 © Informatica.Proprietary and Confidential. What’s Missing from Customer Experience Initiatives People Process Technology
- 7. brings science to theart of marketing TrustedDat a
- 8. 8 © Informatica.Proprietary and Confidential. How?
- 9. Customer MDM Contact Data Verification & Enrichment ProductMDM Building blocks of intelligent customer engagement It all leads to great data Data Quality & Governance Salesforce Data Management
- 10. 10 © Informatica.Proprietary and Confidential. Data Warehouse Dashboards Data LakeExternal Data Internal data Online data Sales data Service data Marketing data Data ConsumersStrategic Data ManagementData Sources Analytics Data that’s actively managed, verified, validated, enriched, and shared on an ongoing, automated basis. Creatingan Intelligent360 View: Great Customer & Product Data Master Data Match Enrich Merge Cleanse Relate Model Discover Applications Business Partners E-Commerce Site Data Consumers Customer data Product data
- 11. 11 © Informatica.Proprietary and Confidential. Customer Data Enrichment Postal Address Verification + Geocoding Email Verification + Hygiene Phone Number Verification Creating an Intelligent 360 View: Great Contact Data
- 12. 12 © Informatica.Proprietary and Confidential. A few examples in practice….
- 13. 13 © Informatica.Proprietary and Confidential. • Multi-brand specialty retailer with brick-and-mortar, online, and mobile presence. • Incomplete views of customers restricted omni- channel and digital marketing efforts. • Flexible access to customer, channel, household, and purchase data improved marketing effectiveness. • Delivered higher ROI on marketing programs through personalization. Personalizing the Shopping Experience
- 14. 14 © Informatica.Proprietary and Confidential. • Multinational consumer goods company with over 400 brands. • Provide rich, consistent online product information and customer experience to drive offline sales. • Enriched omni-channel experience with data consistency, accuracy, and governance. • Improved search performance and operational efficiency accelerating time to market. Enriching the Omni-channel Experience
- 15. Data makes possible whatnever existed before
- 16. 16 © Informatica.Proprietary and Confidential. Thank You! Questions? Come see us in Booth #1933 We’d enjoy hearing about how you will intelligently disrupt your market!
Editor's Notes
- #2 INTRODUCTION: How’s everyone doing this afternoon? Enjoying this fantastic Shop.org conference? I hope everyone is taking away some great ideas for how to TRANSFORM your business…. Or at the very least enjoying the free drinks! My name is Zack Harris and I’m an Enterprise Account Manager with Informatica’s Data-as-a-Service team. Thank you to Shop.org and the NRF for allowing me the opportunity to speak. Hopefully at the end of our 15 minutes together, you’ll have some more ideas for how to transform your business by leveraging data to drive customer engagement and experience. [CLICK]
- #3 I’d like to start by taking a step back and looking at our world today… Every day we are becoming more and more connected through technology….. Look around you, just in this room WiFi, apple watches, phones, fitbits, booth scanners, and computers all creating data…. If we look further beyond these walls, every purchase, customer interaction, whether that be online, in a store, traveling, via mobile, utilities (NEST), transportation (autonomous cars and connected vehicles), medicine (medical trials for cures to cancer), manufacturing (autonomous robots), and the list goes on and on…. Almost EVERYTHING in our world today involves some aspect of technology and because of that we now have a tremendous amount of new data….. [CLICK]
- #4 Looking ahead to 2020…. We are seeing some incredible trends developing… Explosion, New Users, New Types, Data in the Cloud, Machine Learning and AI…. But what does that mean for businesses, especially retailers and ecommerce driven organizations? [CLICK]
- #5 It means consumers are becoming “ultra-connected” to virtually everything…. And they are demanding that their experience be consistent and relevant across all of their engagement channels – eCommerce, Social, Mobile, In-Store, Online, etc…. Think about the younger Generations of today… technology and devices is simply how they live their lives and get stuff done. Older generations grew up in an era where they didn’t get to touch a computer till many of them were already graduated from high school. They were not connected and never ever had to go online to buy things. Younger generations today come to their parents with their iPad and shows them the stuff they want their parents to buy for them. They are also connected to friends on facebook, Twitter, Snapchat and pretty much gets everything done from their phone or tablet… something we could not imagine doing just about a decade ago. [CLICK]
- #6 Here we have Sam Smith an “ultra connected” consumer…. Complex, right? How do we deliver a consistent, relevant experience to Sam? We have to build a 360 degree view profile across all engagement channels for Sam. So we start with building a trusted profile, Connect with the purchases, the products and services owned, As well as the transactions and interactions, the sales, marketing and service activities, Map the relationships – understand who’s in a household and how that might change an offer or communication. We’re doing this by leveraging all types of different applications, systems, and tools – many of which are being showcased here at Shop.org. So we start to build this intertwined web of the business relationships, the social relationships, the product relationships…. And while we set out with a great vision in mind, we usually end up with a tangled mess of siloed applications, systems, and tools that can’t relate their data into a 360 degree view of SAM… Why? [CLICK]
- #7 Because historically companies focus on the tried and true…. People, Process and Technology, but the critical error is they forget about…. [CLICK] the DATA. Businesses must embrace a data-first culture because to be customer centric means to be data centric. You can put all the focus in the world on great people, great process and great technology, but without TRUSTED data the first 3 fall short of driving engagement and experience. It becomes impossible to accurately display a 360 degree view of the consumer profile, which leads to an inconsistent and unrelated experience across engagement channels for your consumers… So we must…. [CLICK]
- #8 Focus on TRUSTED Data….. For companies that are digitally disrupting their industries: Amazon, Tesla, Uber, etc. - Data gives insights about your consumers and who they are. It gives precise answers about what they need from you. And that helps you be more relevant to your customers. Imagine that, knowing who your customers are, where they are, what they need and how they want you to deliver it to them….. Now that’s powerful. But, you can’t do that without TRUSTED data… So How? [CLICK]
- #9 How do we take all of these applications, systems, tools and relate the data to create a TRUSTED 360 degree view of your consumer to deliver a consistent and relevant experience across all engagement channels? [CLICK]
- #10 Through several building blocks of intelligent customer engagement; They include (talk about the 5 on the slide). They all lead to great data and can be employed to support the experiences you want to deliver to your customers; and the best thing is, they can be employed based on your greatest need and where you are. Today, right now, Let’s focus on 3 of them: Customer and Product MDM and Contact Data Validation & Enrichment
- #11 Animation [SPEAKER NOTES] We’ve already noted that data is everywhere, in many systems, across differing geographies, etc. Capturing, linking and finding the relationships in this data is critical and critical to that is Master Data Management. MDM will centralize customer & product onboarding so your data is correct from the very start. Designed to support business processes, it applies stewardship and rigor to the onboarding process. Not only will it centralize the onboarding, but is also allows for the ongoing management of data as it changes and evolves across systems and the lifecycle of customers and products. Lastly, MDM can not only centralize your customer & product data, it’s the interface that your employees, and departments can use in order to manage and access information from the \data hub, data lakes, or other systems and analytics, such as predictive models, through role-based dashboards (using data federation). Or, that you can share externally with business partners such as 1WorldSync and ecommerce sites for delivering a great customer experience, increased conversions, higher customer loyalty, etc..
- #12 But all the data in the world won’t be useful if you can’t contact with your customers….
- #14 Williams-Sonoma is one of the largest specialty retailers in the world, specializing in kitchenware and home furnishings. Founded in 1956, its portfolio of well-known brands includes Pottery Barn, West Elm, and Rejuvenation. Williams-Sonoma operates more than 600 retail stores located around the world, and also sells products online and via mobile commerce. Direct marketing programs such as email marketing, catalog delivery, and targeted ads are central to Williams-Sonoma’s success. For these programs to be effective, the company needed a complete profile of its customers’ activities across channels, as well as an understanding of their product affinities, household relationships, location, and preferred channels. Williams-Sonoma relied on its original, homegrown customer catalog database coupled with Trillium Software to perform identity and household matching of customer records. Not surprisingly, the outdated system was too rigid to integrate new data sources, limiting the company’s ability to improve relationship-matching capabilities. Williams-Sonoma needed a more modern architecture with the latest features and functionalities to make the most of its data. Williams-Sonoma deployed Informatica data integration, master data management, big data, and data quality solutions to support flexible data access and trusted data quality. Williams-Sonoma can now quickly add new data sources and enable repeatable data governance. The results: Higher return on investment for marketing campaigns. More accurate catalog delivery. Targeted and personalized marketing campaigns to existing customers. Inside the Solution Informatica Master Data Management Informatica PowerCenter Informatica Data Quality Informatica Big Data Management
- #15 190+ countries, 55k+SKUs, 400+ brands, 2 billion consumers/day Every day, more than 2 billion people use Unilever products to look good, feel good, and get the most out of life. More than 400 brands operate under the Unilever umbrella, offering a wide range of consumer goods such as food, soaps, shampoos, and household care products. Knorr, Lipton, Dove, and Axe are just a few of Unilever’s most recognizable brands. Shoppers today make their buying decisions based on a mix of online and offline touch points, with online content driving sales. But Unilever’s online content was often based on independent and incomplete data sets. This meant products did not always perform well in search and the company risked incurring regulatory fines if required product information—such as ingredients, allergens, package sizes, and similar information—was not available to consumers. Time to market was also affected. Working with Informatica and partner Cognizant, Unilever created a foundational Product Information Management system. The PIM system provides complete product information to customers regardless of the channel they use, and optimizes search performance to drive conversion. The solution enables Unilever to automatically retrieve master data and R&D data from source systems and combine data sets in one place for easy access and consistency. Unilever and retailers now have a single version of truth for product data to enhance their consumers’ shopping experience across channels. The results: Achieved a single master data set from source systems for improved consistency, accuracy, and data governance. Enhanced productivity and operational efficiency for business users. Improved search performance. Reduced time to market for new product launches. Inside the Solution Informatica MDM – Product 360 Informatica GDSN Accelerator for MDM – Product 360 Read the success story: https://www.informatica.com/about-us/customers/customer-success-stories/unilever.html#fbid=m1DkjunWJc6
- #16 We all need to find our next path. Data tells us where we are and where we need to go next. Each insight, each learning, leads us in a new direction. That’s when it appears…your next big disruptive opportunity might be about to unfold. With the skills you have today, and the things you’ll learn this week, you could uncover your company’s next big idea. Think about that for a moment. Data provides you all with foresight to invent new things to make our lives better. Things we didn’t even know we needed until we experienced them. That’s why you’re here this week. And the whole reason we’re here. To equip you - and your company – for the next big disruption.