In this thoughtful presentation, Optimove’s CEO Pini Yakuel explains why the prevailing paradigm of acquisition / retention marketing is already being replaced by an even more powerful concept: Relationship Marketing. Although Pini will offer insight for how to improve your current retention efforts; the main thrust of the talk concerns how to prepare for the near future by discussing how to choose the right tech stack, develop the proper organization structure and, most importantly, identify, hire and retain the people with the specific skills you will need to thrive in the AI-dominated, relationship marketing driven future of retail.

1. Relationship Marketing will
Eclipse the “Siloed Marketing”
Paradigm by 2028

2. //
02
//
Pini Yakuel
Founder & CEO, Optimove
pini_y@optimove.com

3. //
Rich and diverse consumer
data will become a
commodity.
02
03
//
In 2028

4. In 2028
Consumer data will be
available in every marketing
channel.
04
//

5. In 2028
This abundance of data will
lead to a single, continuous
customer lifecycle.
05
//
>2018
>2028
Acquisition Conversion Retention

6. 06
//
What does
this mean for
marketing?

7. What does
this mean in
theory?
All marketing campaigns will be
built with a “starting a
conversation” mindset as opposed
to a “look at me” mindset.
07
//

8. 08
//
We will no longer look at
it as “acquiring”,
“converting” or “retaining”
customers. Instead, we
will build relationships.
What does
this mean in
theory?

9. All marketing will become
relationship marketing
09
//
>2028
Relationship Marketing

10. Your CRM database will
encapsulate every person
in the world.
10
//
What does
this mean in
practice?

11. Your key differentiator will be
the ability to leverage AI and
ML in order to surface and
deploy actionable insights, in
an automated and scalable
manner.
11
//
What does
this mean in
practice?

12. 12
//
You will use a single, self-
sufficient “relationship
marketing studio,” in
which all channels are
handled together, in an
intelligent, integrated
manner.
What does
this mean in
practice?

13. 13
//
What does
this mean in
practice?
Relationship marketing
will attract the best and
the brightest talent.

14. 14
//
When Does
a Customer
Start Being
a Customer?
Current State

15. Does a Relationship
Start at the First
Date?
15
//

16. It Actually Starts
Before That!
16
//

17. 17
//
Making the
Anonymous
Known
Anonymous
Visitor
David Smith

18. What we Know
About a Visitor
> Where they came from
18
//
> Device type and location
> On-site/in-app activity
and behavior
> Third-party data: gender, age,
browsing history, shopping
history, interests, children in
household, etc.

19. 19
//
Predicting
a Visitor’s
Behavior
A single predictive model
combines data across the
entire lifecycle of each
identifiable person.

20. 20
//
Predicting
a Visitor’s
Behavior
For every visitor,
Optimove predicts their
future value and
conversion probability.

21. A Step
Towards
the Future
The “new visitors” lifecycle
stage extends your CRM by
enabling you to build a
relationship from the very first
interaction.
21
//
>2018
>2019
Acquisition Conversion Retention
Acquisition Relationship Marketing

22. 22
//
Bridging the
Gap
Merge acquisition and
retention teams, for a complete
feedback loop and a complete
view of every customer.
Organizational Structure //

23. 23
//
Bridging the
Gap
Build a stack that can predict
“anonymous” customers’
future behavior and value, and
close the feedback loop
between all funnel stages: pre,
during and post-funnel.
Technology Stack //

24. 24
//
Bridging the
Gap
Build LTV models that
take into consideration
advocacy, the viral effect
and their effect on
acquisition.
Customer Modeling //

25. 25
//
Bridging the
Gap
Hire multi-talented
individuals, with high
emotional intelligence, to
start the process of migrating
acquisition and retention.
Human Resources //

26. Thank you!
pini_y@optimove.com