Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to Achieve Omnichannel Personalisation

1,816 views

Published on

Tealium & Certona webinar - 15th October 2015

Published in: Marketing

How to Achieve Omnichannel Personalisation

  1. 1. Click to edit Master subtitle style How to Achieve Omnichannel Personalisation! Simon Taylor Managing Director, Sales Engineering EMEA - Tealium Tim Sumner Senior Pre-Sales Consultant - Certona
  2. 2. © 2015 Tealium Inc. All rights reserved. | adidas Agenda! !  Best practises in Tag Management - How to streamline data collection for enhanced personalisation  !  Improving deployment timeframes for integrating Certona  !  Personalisation best-practice strategies  !  Shared experiences in managing omni-channel individualisation  !  Identifying key metrics for reporting on demand generation 2
  3. 3. © 2015 Tealium Inc. All rights reserved. | adidas About Tealium! !  Founded 2008 !  600 Plus Customers 200 in EMEA !  330 plus employees and growing !  Market Leader In The Enterprise Tag/Data Management Space !  Only Truly Technology Agnostic Vendor Playing In This Space !  Offices in US, UK, Germany, France, Spain, Japan & Australia !  Growing At Over 100% Year On Year !  Well Funded By Proven VC’s Including Battery Ventures and Tanaya Capitol etc. 3
  4. 4. © 2015 Tealium Inc. All rights reserved. | adidas of the same marketers say without integrated data, they cannot effectively manage the customer journey 80% https://econsultancy.com/reports/the-roi-of-tag-management 4 53% of marketers say that resource constraints slow or stop data integration programs The Holy Grail of Digital Marketing! 4 Actionable Real-Time Data Flawless Cross- Device Experiences Omnichannel Delivery Unified Marketing Complete Data Ownership
  5. 5. © 2015 Tealium Inc. All rights reserved. | adidas http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/ Marketing Technology Stack! 5 4 Weeks to 
 Deploy 
 a Tag +2,000 MARKETING 
 TECHNOLOGIES 8 Hours in a Work 
 Day
  6. 6. © 2015 Tealium Inc. All rights reserved. | adidas Without Tealium - Chaos! 6 Experience Layer Application Layer No Data Layer = CHAOS
  7. 7. © 2015 Tealium Inc. All rights reserved. | adidas With Tealium – Comes Order! 7 Unification, Security, Control, Privacy, Enrichment & Ownership Experience Layer Application Layer Data Layer = Order
  8. 8. © 2015 Tealium Inc. All rights reserved. | adidas 8 With Tag Management! A few lines of code are added to each page. Anyone in your organisation can manage all your tags from a simple and centralised web interface. Now tags load from the cloud and only load when needed. Without Tag Management! Each tag must be hand coded into each page of the site. Adding new tags and removing old tags can be resource intensive and tags can slow your site down.
  9. 9. © 2015 Tealium Inc. All rights reserved. | adidas Define—Your one true definition of data across all your digital assets and customer interactions Control—Your ability to standardize and control data distribution to vendors
 Enrich—Your ability to enrich data to include visitor attributes and insights across technology platforms The Data Layer is Core to The Holy Grail! 9
  10. 10. © 2015 Tealium Inc. All rights reserved. | adidas 850+ Turnkey vendor integrations in our marketplace Small Sample of Our Technology Partner Ecosystem Omnivendor Platform! 10
  11. 11. © 2015 Tealium Inc. All rights reserved. | adidas 11 Source: www.ghostery.com Global - Enterprise Tag Management Adoption!
  12. 12. © 2015 Tealium Inc. All rights reserved. | adidas So, Build Your Own Marketing Cloud™! 12 Advertising - Advertising - Advertising Advertising - - - - - Affiliate Marketing Analytics Analytics - Analytics Analytics Analytics A/B Testing - - - - A/B Testing - - - - - CERTONA - - CRM CRM CRM CRM Email Marketing Email Marketing Email Marketing Email Marketing - Email Marketing - MA MA MA MA MA - - - - - Automation - - - - - Retargeting Social - Social - - Social Tealium iQ & AudienceStream 1000s of best-of-breed point solutions
  13. 13. © 2015 Tealium Inc. All rights reserved. | adidas Visitor Enrichment Omnichannel SegmentationReal-time APIs EventStore EventDB AudienceDB TM Tealium iQ Data Layer Creation and Unification Tag Management 750+ Tags Supported Experience Layer Data Layer Application Layer Tealium AudienceStreamTM Tealium Plugging Into the Tealium Platform! 13 Omnichannel and ! Cross-device!
  14. 14. © 2015 Tealium Inc. All rights reserved. | adidas 14 AudienceStream Dynamic Personalization The result is a personalized customer journey across all of your engagement channels. Traditional Action! Traditional segmentation is rigid and places people in simplistic groups. Simplistic grouping leads to clumsy marketing interactions. Email! CRM! Display ad! Content! Live chat! Mobile! Group 1! Group 2! Group 3! Generic! Email! Generic! Display ad! Generic! Content!
  15. 15. © 2015 Tealium Inc. All rights reserved. | adidas 15 Fragmented Profiles! Cross-device Profiles!
  16. 16. © 2015 Tealium Inc. All rights reserved. | adidas Cross Device Stitching! 16 1. Visit a website on my tablet 2. Search for a “shirt” 3. Share the “shirt” link with my 
 laptop 4. Click on link from my laptop 5. Purchase the shirt 6. Open the emailed receipt on my 
 phone
  17. 17. © 2015 Tealium Inc. All rights reserved. | adidas Traditional Data Supply Chain! 17 1 2 3 4 5 6 Customer Interactions Technology Vendors Visitor / Customer Data Data Preparation Storage BI / Mining Live visitor interaction with dynamic content and hardcoded tags Application layer fueled by 1000+ Martech vendors Data reclamation process pulling together data from dozens of vendors Data processing to insert into data warehouse Enterprise data warehouse Analytics, prediction, and segmentation Custom interaction or personalization services ǡ Slow 24hrs (min) Omnichannel and Multidevice
  18. 18. © 2015 Tealium Inc. All rights reserved. | adidas Modern Data Supply Chain! 1 2 3 4 5 6 Customer Interactions Technology Vendors Visitor / Customer Data Data Preparation Storage BI / Mining Live visitor interaction with dynamic content and unified data and governance Application layer fueled by 1000+ Martech vendors Live actionable data provided via APIs, tags, or feeds Data processing to insert into data warehouse Enterprise data warehouse Analytics, prediction, and segmentation Custom interaction or personalization services ǡ FAST < 1 sec 5 min Omnichannel and Multidevice 18
  19. 19. © 2015 Tealium Inc. All rights reserved. | adidas 19
  20. 20. © 2015 Tealium Inc. All rights reserved. | adidas 20 Unified Marketing is Not a Myth
  21. 21. Established Experience $4.2BClient Revenue in 2014 in Real-Time Generating 11YEARS in Marketplace Personalized Experiences served per month BILLION 30 50Countries* 500+eCommerce*Sites* Across
  22. 22. CUSTOMER ENGAGEMENT OBJECTIVES Certona’s proprietary real-time predictive analytics engine is a 100% cloud-based SaaS solution that captures, analyzes, recommends and delivers relevant content for brands. Personalized Experience Management Platform 1:1 REAL-TIME TARGETING CHANNELSASSETS Certona® Predictive Cloud™
  23. 23. The Customer Journey Who Am I? Meet Jill Female Mid 30’s Lives in London Works in London Sophisticated & Fashionable, into Health and Fitness. Training for her first amateur tennis tournament. She sees one of her friends posting a Lacoste tennis top that would be perfect!
  24. 24. It’s 6:30 am. Jill sits down for breakfast. She pulls out her laptop and searches for Lacoste Roland Garros Collection. She’s directed to the www.lacoste.com/gb/sport/ what's-new/roland-garros/ Home Page. New Visitor Home Page View •  Promote hero shot message and personalization strategy with dynamic titling •  Personalized Landing Page from GoogleAd Results The customer Journey What am I doing now?
  25. 25. Browse Product Pages •  She clicks on the TECHNICAL STRETCH JERSEY LACOSTE SPORT PLEATED TENNIS SKIRT, places it in her cart •  She pulls up the TECHNICAL JERSEY LACOSTE SPORT TANK TOP TENNIS DRESS TOP recommendation. •  She creates an account to save the Skirt in her cart and the recommendation, logs off and heads to work The Customer Journey What Am I Looking At? Jill Searches tennis.
  26. 26. It’s lunchtime the following day Jill heads to the café with her tablet. She logs in to lacoste.com but even if she didn’t log in it wouldn’t matter and continues shopping on Lacoste.. The Customer Journey What Have I Done In The Past? Returning Visitor Home Page View •  Engage with a targeted hero shot and message based on previous browse activity •  Mix personalization strategies such as: –  geo-targeting –  past browse activity Jill returns browses, looking at tennis clothes, along with other matching tops and outfits before going back to work. You might like these.…
  27. 27. It’s the end of the work day, Jill walks to her favourite coffee shop, grabs a latte and checks email on her mobile phone. She reads a remarketing email sent from Lacoste. PLUS YOU MIGHT LIKE FREE SHIPPING? TAKE ONE OF THESE Remarketing Email •  Re-engage with a cart abandonment email •  Drive conversion with a free shipping offer/reminder •  Include dynamically delivered recommendations that are based on current browse activity and if applicable, bridge the free shipping gap The Customer Journey What Else Might Interest Me? Jill views recommendations, adds a couple of items to her cart and finds another pair of tennis trainers that interest her
  28. 28. Facebook/ Doubleclick – Retargetting with Tealium
  29. 29. Jill finishes her coffee and walks over to the park. She receives an email on her mobile phone. The Customer Journey What Should I do Next? Drive Action •  Use geo-fencing to send alerts when customers are in the vicinity of a brick and mortar store location •  Send a targeted offer, based on personalized profile and most current activity •  Make it easy for them to locate the nearest store Jill uses the store locater and finds a Lacoste Store location just a few blocks away.
  30. 30. Jill decides to go to the store. Jill is now searching for that perfect tennis outfit. She can’t find it in the store, so she seeks out a sales associate who has a tablet and can help her access items which are not available in the store, but can be purchased and shipped directly to her home. The Customer Journey Help Me Find What I Want The sales associate searches for tennis outfits with Jill. Enhance the In-store Experience •  They discover the perfect second skirt, that she puts along with all of the items in Jill’s cart •  After reviewing all the items in her cart, Jill shows the sales associate the offer she received on her phone •  Jill buys her items
  31. 31. A week later she receives a thank you email from Lacoste. The Customer Journey Keep Them Coming Back Create Customer Loyalty •  Re-engage with a show of appreciation, including: –  A special offer based on purchase history and most recent browse activity –  Personalized recommendations pulling in context from her most recent browse activity Recently Viewed
  32. 32. Recommendation Demand Report •  Purpose: Quickly see how an application or a group of applications (region) is doing at a glance •  Audience: Those who want a high level performance snapshot (Upper management)
  33. 33. Experience Comparison Report •  Purpose: Compare the effectiveness of specific strategies in an experience. •  Audience: Analysts and those who want to optimize the priority of strategies within their respective experiences
  34. 34. What else can Certona do? •  Product Finder
  35. 35. What else can Certona do? •  Type-Ahead
  36. 36. Summary !  Best practises in Tag Management - How to streamline data collection for enhanced personalisation !  Improving deployment timeframes for integrating Certona !  Personalisation best-practice strategies !  Shared experiences in managing omni-channel individualisation !  Identifying key metrics for reporting on demand generation
  37. 37. Breakfast @ Café Royal
  38. 38. Questions for today…
  39. 39. Active Life
  40. 40. Driven by customer profile data. Use history to determine what brands to promote. Home Page Powered by: Customer Data Business Objectives Merchandising rules Optimize for performance Ability to target and test delivery of creative assets Recommendations Creative Offers Categories Brands
  41. 41. Product Pages Driven by the customer profile and relevant to what the customer is looking at. Target by segment, optimized for customer Utilize geographic location and weather. Encourage product discovery by promoting items more likely to convert. Flexible designs for every touchpoint Offers Contextual Messaging Recommendations Recommendations Responsive
  42. 42. Target by segment (price, offer) Powered by: Customer Data Business Objectives Merchandising rules Recommend products as they add items to cart. By recommending products to meet shipping thresholds. Recommendations QuickView Incentivize Purchases Offers Shopping Cart
  43. 43. Personalized Marketing Emails From previous purchases Powered by: Customer Data Business Objectives Merchandising rules Optimize for performance Relatable Appealing •  Provide opportunities for regular engagement •  Educate on events and new product availability •  Maximize revenue •  Reduce inventory Brands Offers Creative Recommendations
  44. 44. Personalized Transactional Emails •  Take advantage of this highly-viewed email by adding real-time profile based recommendations •  Associate offers with Like online-content Encourage follow-up purchases and re- engagement. Optimize for performance Offers Recommendations
  45. 45. Personalized Remarketing Emails Remind customers of products they’ve expressed interest in. Increase the chances of a return visit and purchase. Make it easy to complete purchases. •  Re-engage customers and recover lost sales •  Maintain engagement, offer alternatives •  Triggers: browse and cart abandonment and replenishment •  Flexible timing for sending data to ESP, as well as the period of time after abandonment has occurred. Incentivize Recover sales Recommendations
  46. 46. Mobile & Tablet Target by segment (price, offer) Powered by: Customer Data Business Objectives Merchandising rules Driven by customer profile data. Use history to determine what brands to promote. Ability to target and test delivery of creative assets Offers Brands Creative Recommendations Categories

×