For those companies looking to improve personalization, success depends upon both technology and technique. Enterprise personalization done well will be a key differentiator in this age of the consumer, but given the overwhelming volumes of digital data flowing into your organization, it is not easy. Learn the three key ingredients needed to drive personalization and ultimately increase customer engagement. This presentation was given by Susan Connors, Quaero's EVP of Consumer Solutions, at NEDMA's 2014 Marketing Technology Summit.

1. Up Close and Personal
Technology’s Impact on Enterprise Personalization
November 5, 2014

2. Why Enterprise Personalization is Important
Key Ingredients
Centralization and Collection
Segmentation
Orchestration
Profile and Preference Management
Real Life Examples
What We’ll Talk About

3. 90% of marketers report being “confident” or “very confident” in their personalization strategy.
96% of all consumers say they receive mis-targeted information
71% of US consumers have received offers that “clearly show marketers do not know who I am”

4. Proprietary Quaero & Confidential 4

5. Creating a Personal Connection
Model for Success
Source: People Data Management white paper, presented by Krux.

6. Offline first party (all proprietary data)
Brand Surveys
Sales Leads
Call Center logs
Purchase/transaction history
Sweepstakes
Third party data
Online data –cookies, clicks, page views, downloads, etc.
Integrate offline data with online
Centralization of Data

7. Seek first to understand…
Value exchange
Personalization & customization
Discounts, exclusive content access, status
Painless registration & log-in
Registration & Log-In
Supplement with Strong Registration

8. Define Audience Segments
›Demographic profile
›Share of customer base
›Products/services recently purchased
›Preferred media
›Website content consumption
Find Look-a-likes
Develop Personas
Know Your Customers
Create Customer Segments

9. Acquisition
Growth
Retention
Advocacy & Evangelism
Revenue
%ofRevenue
# of Customers
% of Customers
Avg.Lifetime Value
Avg.Tenure
Get Organized
Proprietary Quaero, a CSG Solution & Confidential 9
Best Customers
Overview
Highest LTV
Highest Opportunity
Segment Goal
Growth
Segment Approach
Upsell/Cross-Sell
Considerations
Offer Preference
Program Themes
Offers
Calls to Action
Messaging
Contact Strategy Rules
Next likely to purchase
Basket expansion
Abandon cart
Offers should be aligned with previous offer responsiveness
Focused on exploring different products and driving repeat purchasing trips
Messaging tonality should personalized, targeted & appreciative
High Frequency
No more than # communications
# per week
# per month
Inclusion
Did not open previous email
Clicked through, did not buy
Exclusion
Purchased within last x weeks
Opted-Out

10. Quaero, a CSG Solution Proprietary & Confidential 10
So Many Choices

11. Adobe leads the Pack
You Need Technology
11
Cross-channel
execution
Real-timeinteraction
management
Operationalreporting
Visual campaignorchestration
Integratedcustomer profile
Targetedsegmentation

12. Quaero, a CSG Solution Proprietary & Confidential 12
Multi-Dimensional
Multi-Level
Multi-Channel
Preference Management
Preference Center
Vehicle
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13. Personalization improves click-through rates by 14% and conversion rates by 10% --you want the Waggle Dance!

14. Richard Wolffe, VP and Executive Editor, MSNBC
Personalization = Customer Experience
http://bit.ly/ScreenWars

15. Digital Audience Management
About Quaero
15
Our Belief…
To deliver truly personalized experiences and monetize your customers, you must first understand who they are, where they are, and what they love.
Proprietary Quaero & Confidential

16. Any Questions?