From Marc-André Sinclair (EDC, Digital Marketing Director) and Brent Chaters (Accenture, Head of Digital Customer & Marketing Practice / Canada), the 7 essential steps in digital transformation is a reflection on the best practices to adopt digital as well as how to embrace content personalisation.

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7 Essential Steps in Digital Transformation
Marc-André Sinclair, Digital Marketing Director, Export Development Canada
Brent Chaters, Head of Digital Customer & Marketing Practice (Canada), Accenture

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1. DESIRE TO CHANGE
▪ Culture
▪ Goals
▪ Operating Margin
2

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1. DESIRE TO CHANGE
▪ Culture
▪ Goals
▪ Operating Margin
4

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2. STRATEGIC
“DESIGN” THINKING
▪ Corporate Project
▪ People, Process and
Technology
▪ CX Centric
5

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2. STRATEGIC
“DESIGN” THINKING
6
▪ People: Digital Talent
▪ Process: Agile Development
▪ Technology: Best-in-class
Digital Platform

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3. AGILITY IS KING
7
▪ Individual & Interactions vs.
Process & Tools
▪ Working Software v.s.
Comprehensive
Documentation
▪ Customer Collaboration vs.
Contract Negociation
▪ Responding to Change vs.
Following a Plan

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3. AGILITY IS KING
8
▪ Centre of Excellence (COE)
for Agile Practice
▪ Agile MVP
▪ Strong Coaching

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3. AGILITY IS KING
9
▪ Necessary Steps
▪ Takes Time
▪ Not a Linear Journey
x

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4. NEW OPERATING
MODEL
▪ Modest Start
▪ Various Agile Practices
▪ Adjust for High-Pace
10

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5. EMPOWER YOUR
STAFF
11
▪ Delegate Decision Making
▪ Self-Autonomous Teams
▪ Vision & Governance

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▪ 7 Levels of Authority
▪ Control Points
▪ New Leadership Skills
5. EMPOWER YOUR
STAFF

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6. COMMUNICATION
AND REWARDS
13
▪ Long Journey
▪ Change Strategy &
Communication Plan
▪ Milestones Celebration

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7. PURE AGILE
14
▪ Hybrid Agile
▪ Value Levers Alignment
▪ Backlog Grooming Across
the Board

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7 ESSENTIAL STEPS IN DIGITAL TRANSFORMATION
▪ 1. Desire to Change
▪ 2. Strategic “Design” Thinking
▪ 3. Agility is King
▪ 4. New Operating Model
▪ 5. Empower Your Staff
▪ 6. Communication & Rewards
▪ 7. Pure Agile
15

16. You’ve probably heard this story before…
LET’S TALK ABOUT WHY, AND
WHAT IT TAKES TO SUCCESSFULLY
PERSONALIZE AT SCALE
DELIVER
ONE-TO-ONE
EXPERIENCES
TAILOR YOUR
CUSTOMER’S JOURNEY
ACROSS CHANNELS
INCREASE
RESPONSE RATES,
SPEND, LOYALTY
THE REALITY IS THAT IT’S TRUE…
BUT MOST WHO’VE INVESTED ARE NOT
SEEING THE RETURNS THEY’D HOPED

17. BUT MANY OTHER COMPANIES
ARE STRUGGLING
IMPLEMENTATION CHALLENGES
Top 3 challenges to implementing a Personalization Strategy
ORCHESTRATION CHALLENGES
DATA CHALLENGES
Availability and Usability of Data
RESOURCES/CAPABILITIES
We don’t have
enough data
33%
We have data, it’s not
useable and we don’t
know how to use it
35%
We have data, it’s
useable and we don’t
know how to use it
32%
*Source: “Let’s Get Personal: Omnichannel Personalization In a Hyper-Connected World.” FitForCommerce, February 2015.
DATA
ORGANIZATIONAL
Other site
priorities43%
Human capital / not
enough resources67% 30% Data
limitations
Dynamically create
personalized content47% 11% Concerns about
data privacy
Management
Buy-in
UX & design
workload27% 16%
Not convinced there
is a return on effortCapital34% 24%
Customers consistently
recognized across devices
Inconsistent cross-
channel messages65%
LEVEL OF SATISFACTION WITH ROI
As reported by retailers (February 2015)*
7%
Seeing some early success
Too soon to tell
No formal ROI tracking in place yet
Expensive, but necessary
Very satisfied

18. HOW DO MOST COMPANIES RESPOND?
Deliver more
content…
Deliver tailored
content…
Present only as many
choices as relevant and…
Present as many choices
as possible and…
Orchestrated and optimized for
channel, recipient and journey
To every customer
through all channels
1 2 3 4 5
6 7 8 9 10
11 12 13 14 …
7 12 5 8 3
2 4 6 9
10 11 13 14 …
1
OR

19. Defining Personalization
DYNAMICALLY and uniquely tailoring
communications and experiences to be
CONTEXTUALLY RELEVANT to each
INDIVIDUAL customer and their
seamlessly ACROSS CHANNELS
and the customer journey – at scale.
THE HIDDEN FUEL
BEHIND EVERY ACTION
INTENTINTENT

20. TWO TYPES OF PERSONALIZATION
HELP CUSTOMER
ACHIEVE INTENT
LEARN MORE ABOUT
INTENT (INBOUND)
UNCOVER LATENT
INTENT (OUTBOUND)
PERSONALIZED
EXPERIENCES
Personalizing interactions for enhanced
ecommerce, sales & service experiences
PERSONALIZED
COMMUNICATION
Personalizing campaigns for
improved marketing performance
GUIDING PRINCIPLES
Enable customers to do what
they want when/how/etc.
Give customers more for their time
(not just for their money)
Make doing easier than thinking
Require as little doing as possible

21. PERSONALIZATION
CAPABILITY FRAMEWORK
ENTERPRISE
DIGITAL AGILITY
PERSONALIZATION
& TARGETING
DATA
MEASUREMENT
OMNI-CHANNEL
ENABLEMENT
PERSONALIZED EXPERIENCES
(Buying & Services)
PERSONALIZED MARKETING
(Demand Generation)
Onsite Search
Personalized Content
Design Optimization
Personalized Recommendations
Customer Genome
Digital Analytics
SEO / SEM
Programmatic
Email Optimization
Landing Page Optimization
DMP
MMM / Attribution
UNIVERSAL ID
ENTERPRISE
DECISION
MGMT

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Marc-André Sinclair @smarcandre
Brent Chaters