Having all the right data in one place, even if it is organized into unified customer profiles, is necessary but not sufficient to ensure that the data can then be activated to run well-orchestrated marketing campaigns across channels. The last mile of a complete customer data management strategy also accounts for how the data will be actually moved into marketing technology systems and used to run data-driven marketing campaigns. For this, the marketing systems need to be integrated not just with the data and each other, but also with the performance tracking and analytics systems to optimize campaigns in real-time. In this session (https://youtu.be/pqVoHWVuRAQ) we share real examples of: - Where to start and how the good use of a CDP in a call centre / loyalty program boosts customer retention, reduce churn and increase client lifetime value - How it is possible to still grow revenue per customer during the current Covid situation

1. NOW THAT YOU HAVE A
CDP READY, WHAT'S NEXT?
November 2020

2. CDP 4-part series

3. 87% of executives are
not confident they are
leveraging all available
customer data
Source: Forbes

4. Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
POS &
Inventory
Systems Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
Disconnected systems make it impossible
CRM
E-commerce
Systems
BI Systems
Call Center
Direct Mail
& Email
Website
Web
Personalization
Identity
Data
Digital Ad
Campaigns

5. Consumers Expect Relationships
That Marketers Struggle to Deliver
“I know you’ve got plenty of data
on me – why can’t you do a better
job of servicing my needs?”
“I opted into your email list and website
cookies, but continue to get messages
and offers that aren’t relevant to me.”
“Your call center rep has no clue
that I’m a loyal customer”
“You’re always showing me ads
for things I don’t care about.”

6. We go from this....
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM

7. To something that makes sense
Data Sharing
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM
Acquia Identity Resolution Engine
Monitors transactions, profiles, and events
to continuously resolve customer identities
Acquia Machine Learning Framework,
Performs supervised learning, and
collaborative filtering algorithms--all of
which are metadata configurable to support
both out-of-the-box and custom models.
Acquia Integration Framework
which handles data input to and output from
the Acquia’s customer data platform in
real-time.

8. Demographic Data Append
Identity Resolution
+ Data Cleanse
+ Deduplication
Machine Learning
+ OOTB Intelligent
Segmentation
+ Flexible to extend
Next best action
+ Multi-Channel Activation
Example Data Sources
Example Experiences / Activation
Transaction Systems
– Customer
– Transactions
– Transaction Items
– Product Category
– Organisation
Customer Interaction
Email
Web Behaviour
Social
Transaction Systems
Opt-in/Opt-out feeds
Customer Interaction
Email /
SMS
Call Centre platforms
Digital Advertising
Social
Remarketing
Analytics/API
Power BI / Datastudio
Open, Actionable and Iterative Data Platform
MAXIMISE CUSTOMER LIFETIME VALUE
Web Tag

9. B2C Marketing - Generate and grow company revenues and profits

10. Develop Use Cases Across the Lifecycle
GROW
Target right offers and
messages to maximize
margin and retention
ACQUIRE
Acquire customers at a
lower cost; boost
effectiveness of digital
advertising
ENGAGE
Increase customer
engagement & enable
1:1 personalization
Analytics
Machine Learning
Insights

11. Seamless Omnichannel Experience
White goods manufacturer Arcelik turned to Acquia
CDP to marry its disparate data endpoints into a
single customer view.
6x 250m 60m
Deduplicated customer records
24%
Conversion rates on QuickWin
campaigns
Improvement in SMS
conversion

12. Situation
Call centers are a key
customer touchpoint,
generating revenue &
contributing to
customer satisfaction
& retention.
Without a CDP
Call center agents only
have visibility into
previous support calls
and transaction
history.
Brand’s Dilemma
How to give call center
agents the full picture
of the customer, so
they can personalize
the call experience &
reduce churn?
The CDP
Difference
By giving agents the
360 Customer Profile,
agents can tailor the
call, response, and
follow-up to each
individual.
Personalised Call Centre Experiences

13. US consumers are
willing to spend
17% more with
companies that
deliver excellent
customer service.
Source: American Express Customer Service Barometer

14. Situation
Goal: Increase upsell
conversions & improve customer
experience
Before CDP
Agents only had visibility into
purchase history and previous
communication with call center;
could not personalize the
conversation when trying to
upsell
With CDP
Agents use CDPS 360 API
integrated with call script tool;
populates eight fields
Results: 100% increase in
conversion from outbound call
campaigns (from 1% to 2%)
Personalised Call Centre Experiences

15. Seamless Omnichannel Experience
White goods manufacturer Arcelik turned to Acquia
CDP to marry its disparate data endpoints into a
single customer view.
6x 250m 60m
Deduplicated customer records
24%
Conversion rates on QuickWin
campaigns
Improvement in SMS
conversion

17. Transforming During the Pandemic
Unifying data to build audiences, deliver
personalized content and drive results across both
online and instore
2xEmail open rates
3xEmail click-through rates
621%Increase in Campaign ROAS

19. Eliminated Online/Offline Data Silos
When lululemon needed a way to bring together
online and offline data to gain holistic customer
insights and deliver relevant experiences, it chose
Acquia Customer Data Platform to take the lead.
15%Increase to baseline revenue
50%Boost in website visits
25%Increase in event participation

20. INTEREST
Search for
jacket on web
Personalized in-store
recommendation
Browse other
jackets & reviews
Receives cart-abandon
email & ads for jacket
Purchases jacket
Receives email
confirmation
Checks delivery status using
voice connected device
Receives a
personalized offer
Rates new jacket
Shares on social media
AWARENESS
CONSIDERATION
PURCHASE
RETENTION
ADVOCACY
Break Down Silos to Deliver A Personalized Journey
INTEREST
AWARENESS
PURCHASE
RETENTION
ADVOCACY

22. 98%Increase in call center efficiency
99%Increased list pull speed from
two weeks to 10 minutes
100%Increased Facebook campaign
execution from 3 weeks to 30 minutes
Reduced Operating Costs &
Increased Efficiency
Eliminated agency redundancies and gained efficiencies
across marketing, customer service, and IT teams

25. 30%Overall sales margin
125%Conversion rate
10%Cost per acquisition
Stopped Blanket Discounting
& Increased Profit Margin
Delivered personalized discounts based on machine
learning driven customer personas and discount sensitivity

28. Delivered Loyalty Insights and
Boosted Traffic and Revenue
At a time when mall traffic has been down, Lids has
seen positive year-over-year traffic using Acquia
CDP-powered strategies.
53m 25m
Deduplicated customer records
$250k
Incremental revenue from
win-back campaign

29. This business really
understands me and exceeds
my expectations every time!
“It’s so easy to do business
with them!”
“The messages and offers are always
relevant to me.”
“I didn’t have to explain my web
experience to the call center again”
“It’s great that I could start my
journey online and finish instore”

30. DATA DRIVEN MARKETING MATURITY MODEL
MATURITY
TriggeredCampaigns
SegmentedEmail
TargetedDirectMail
SocialAudiences
AdNetworkAudiencess
LifecycleCampaigns
In-StoreClienteling
WebPersonalization
In-storeTrafficCapture
CallCenter360
PredictiveOptimization
DynamicPersonalization
JourneyManagement
BEGINNER INTERMEDIATE ADVANCED

31. Bringing it all together!
● CDP is not just limited to digital channel engagement
● Key components of CDP are an Open Integration Framework,
Identify Resolution and powerful Machine Learning
● The benefits are improved CX and increased customer LTV
● Start small with a few simple use cases and scale

32. ACQUIA OPEN DIGITAL EXPERIENCE PLATFORM
DRUPAL CLOUD
Build, design and run sites
and applications
MARKETING CLOUD
Understand, personalize and engage
with customers on any channel
Copyright © 2020 Acquia Inc. All Rights Reserved. Drupal is a registered trademark of Dries Buytaert.

33. CDP 4-part series