It’s impossible to build a thriving business without a complete understanding of your customer.
The session is designed to offer a practical guide to getting started with a Customer Data Platform (CDP).
Benefit from Kin + Carta’s 25+ years’ experience in harnessing data to build Single Customer Views and Customer Data Platforms, powering transformational CRM for brands such as Shell, Tesco Bank and Jaguar Land Rover.
Microsoft Dynamics 365 Customer Insights Masterclass
1. Welcome
Kin + Carta / Microsoft 365 Dynamics Customer Insights
webinar
18.06.20
2. Agenda 9.30: Welcome and introduction to Kin + Carta
Joel Spence, Chief Digital and Growth Officer
9.40: Introduction to Microsoft
Mike Softley, Director Dynamics Sales and
Marketing, Microsoft
9.55:Harnessing “Intelligent Data”
Rob, McGowan, Chief Strategy Officer:
10.15: Customer Insights Demo:
Alex Holt, Associate Director, Strategic Consulting
10.35: Supercharging Customer Insights:
Alex Holt
10.45 – 11.00: Q+A
4. At Kin + Carta, we’re not here
to talk about changing the
world. We’re here to make it
work better.
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5. PROPRIETARY AND CONFIDENTIAL
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Kin + Carta is uniquely designed to
address today’s challenges.
Digitally-native management
Consultancy.
High Performance software engineering
and emerging technology Studio.
Data-driven Digital marketing
Agency.
Value Creation
Digital Maturity
Enriched Culture and Capabilities
Digital Product Development
Digital Service Design
Cloud Modernization
Customer Data Activation
MarTech Platform Engineering
Customer Experience Management
Focused Services
6. Three things drive everything
we do.
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Digital talent is tribal. Culture should
foster, not dilute specialisms.
Specialisms
Should be Celebrated.
Magic happens when you unite
disparate disciplines, tools and
perspectives.
Connections
Deliver Outcomes.
The enemy is Apathy. Demonstrating
> Debating. Make it Happen.
Courage
Drives Results.
7. We use Intelligent Data to power Connected
Acquisition and Transformational CRM
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We don't do "big data".
We filter out the noise to drive
precise insight, focusing on what will
drive the most positive impact –
that’s Intelligent Data.
Intelligent Data
Underpins everything.
Connected Acquisition focuses on
what matters most: the acquisition
of profitable customers who will
drive the long-term growth of your
brand.
Connected Acquisition
Drives efficiency
We do the alchemy that turns data
into revenue.
We transform relationships between
your brand and consumers, your
data and technology. and the teams
working to bring it all together, giving
you a framework which prioritises
impact over input.
Transformational CRM
Builds loyalty.
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Access to 1,600+ specialists
across four continents.
London
Amsterdam
Singapore
Buenos Aires
Chicago
San Francisco
New York
Denver
9. Global Blue Chip base of 360 active clients.
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Financial Services Retail and
Distribution
Transportation Healthcare Industrials and
Agriculture
10. Driving value from data solutions & customer data platforms
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11. What is a Customer
Data Platform?
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13. Why should
I care?
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• Deliver personalised
customer
experiences
• Discover deeper
insights
• Achieve a holistic
customer view
• Harness full
potential of A.I.
14. Where do I start?
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19. Of organizations stated the top obstacle to using customer
data is the inability to unify it
Of respondents cited inability to extract data from source
systems as a key challenge
Of organizations claim a high degree of making the most of
available customer data
Inability to unify data
Lack means to extract data
Disconnected customer data
Understanding CDP Users:
CDP Institute Member Survey, 2019 Published.
Managing customer data – not a new
challenge, but increasingly more difficult
63%
47%
Only
13%
Understanding CDP users:
CDP Institute Member Survey, 2019 Published.
20. Vision
Empower every organization to unify and understand its customer data
to derive insights that power personalized experiences and processes
22. Our approach
Analytics
AI and ML
Internal External
CONNECTORS
DATA ACTIONINSIGHTSUNIFICATION
Conflate Enrich
Ingest Map and Match
Channels of
engagement
Web
Social
Mobile
In-person
Bots
Systems of
engagement
Microsoft
Power BI
Microsoft
Power Automate
Microsoft
PowerApps
3rd Party
integration
Microsoft
Dynamics 365
POS
Events
Cases
Loyalty
Contacts Partner data
Web
WIFI
Geo
Email
Social
Mobile
Campaigns
Surveys
Usage
23. Trusted platform with unmatched security and privacy
Drive meaningful actions
with confidence
Harness data to drive informed
decisions, personalize engagement
across channels, and automate
customer-centric experiences and
processes.
Get a complete view of
customers
Combine and enrich all your data in
real-time while empowering
collaboration across everyone within
your organization.
Unlock powerful insights with
limitless analytics
Predict customer intent with out-of-
the-box AI templates and apply
custom machine learning models for
deeper insights.
Microsoft customer data platform
24. What sets us apart?
Self-service solution
Minimal deployment
effort enables faster time
to value.
Most comprehensive
and enriched profiles
Unify data across
diverse sources as well as
uniquely enriching
profiles with a
combination of
proprietary audience
intelligence from
Microsoft Graph and 3rd
party data sources.
Generates AI-driven
insights
Enhance and inform
business processes and
outcomes across the
customer journey,
enabling everyone in the
organization to leverage
AI-driven insights.
Encompasses data
ownership and security
Empowers customers to
maintain full control of
their customer data,
secured in an Azure data
lake, and with the strictest
compliance and security
standards.
Built on a hyper-scale
data platform
Allows organizations to
bring data from many
disparate sources at
petabyte scale and run
powerful analytic models
using Microsoft AI and
Azure-based machine
learning capabilities.
Powered by Microsoft Azure
25. 2Digital Engagement
Personalized and contactless
shopping experiences
Omnichannel purchase
and inventory visibility
Contextual digital and
personal assistance1 43
6 75Intelligent and streamlined
product fulfillment
Proactive post-sales service Post-sales engagement Advocacy8
26. UNICEF saves and improves children’s
lives by accelerating donor engagement
“Dynamics 365 Customer Insights helps us to
segment the right audiences, to focus on them,
to engage them in a very relevant way, and to
retain them.”
Astrid van Vonderen
Head of Fundraising
Tivoli Gardens theme park delights and
charms guests
“With Dynamics 365 Customer Insights, we can
look back and forward to create a unique and
unforgettable customer experience.”
Bernt Bisgaard Caspersen
Head of Solution Team & Architecture
Marston’s raises the bar for guest
experiences
“Marston’s has a long tradition of providing
exceptional guest experiences. With Dynamics 365
Customer Insights, Marston’s is transforming that
tradition for the modern era.”
Paul Hume
Head of Technology Development
AEP Energy lights up personalized
experiences
“Customer Insights is a way for us to be able to
handle all the touch points we have with
customers, and it'll help us get more
customers, keep the customers we have, and
keep them more satisfied..”
James Peterson
COO & President of Retail Services
Working with companies across all industries
31. 6
We created Infinity, a bespoke data
intelligence platform for JLR, to
underpin real-time 121 engagement
– connecting cutting edge tech and
customer profiling.
Case Study
32. 7
Infinity has enabled JLR to move from
nameplate profiling to a customer-first
predictive model approach, increasing their
audience understanding and unlocking
incremental revenue.
CRM now accounts for 47% of new vehicle
purchases.
3,000+ campaigns delivered annually
5m annual customer comms43% open rate 27% ctr
748 incremental sales generated through Infinity
£9.7m incremental revenue
Case Study
33. Developed the best of breed “Infinity” CRM and Marketing Automation
platform for JLR.
Driving marketing communications across online and offline channels for
over 15 markets.
A platform for continuous innovation and marketing ROI.
Most recent innovation “The Evoque Button” - a radio-connected button
delivered through the mail to targeted prospective buyers that triggers a
test drive. (44% response, 5% conversion, 2400% ROI).
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Full Stack Modernization
Data Driven Marketing Automation for Jaguar Land Rover
34. CDP managing data for over 15m customers.
Providing a golden customer record, deduplicating customers across a
range of identifiers.
Capturing data such as “in market” data, breakdowns,
memberships/product holding, website interactions, social engagement,
email interactions .
Integration of telematics data to the K+C Connect CDP combined with
automated machine learning allows us to save an estimated 7000 days
of vehicle downtime per year
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Keeping cars on the road
CDP to drive insight, communications and operational
excellence
35. CDP managing data for c.a. 5m customers
Providing a multi-brand golden customer record, deduplicating
customers across a range of identifiers and linking related customers (for
example group diners) and related persona’s (for example corporate
booker and consumer booker).
Capturing data and interactions such as bookings, purchases, wifi logins,
social interactions, email engagement, satisfaction surveys and voucher
redemptions.
Used to drive CRM and all addressable media activity
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Driving covers for the Azzurri
Group
CDP to drive insight and communications
36. Data solutions to drive your
ambition.
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37. Allow creativity to flourish.
Take the pain out of your
data to focus on what
matters most.
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38. Triggering a response: reinventing
DM
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How do you optimise
test drive uptakes for
a time-poor, digitally-
bombarded audience
in a post-GDPR
world? 48:1
ROI
205
Evoques sold
44%
Increase in
response rate
10%
Conversion to sales
39. Take the first steps towards bringing
home your own gold.
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45. I do like Contoso
coffee...
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46. … and Contoso
Coffee know me
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47. I love my new
Contoso
connected
coffee machine
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48. Gathered
Customer Data
Identified Churn
Risk
Cross Channel
Retention
Campaign
Web browsing
data creates
personalized
recommendation
Personalised
greeting in store
Brand Fanatic
Intro to K+C / Microsoft
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49. Organisation Challenges
• Fractured Customer Data
• Multiple Platforms
• Limited Insight
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67. Contoso Coffee
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ALEX TO ADD CONTENT
• Establish a customer data
platform combining all customer
related data from siloed sources
• Realise a unified Contoso
Customer profile
• Calculate measures
• Target customers
• Provide a 360-degree view of the
customer
• Power a Contoso Coffee Greeter
App
69. Placeholder – Alex to build out section
• When MSCI is up and running, how do you supercharge it to become a cutting-edge personalisation tool?
That’s where Edit come in.
Extensive experience in implementing performance CDPs
Deep knowledge of Single Customer Views (a key component of a CDP)
Enhance your Single Customer View and predictive model accuracy with Kin + Carta’s data cleanse and augmentation.
• Show CDP taking cleansed data from Pura etc as a start point
• Data quality, standardisation, validation and cleansing
Examples and demos – showcasing Kin + Carta’s ability to implement MSCI with other tools to activate it (eg Acoustic, Force 24, Pure
360)
• Integrating all your Customer touchpoints and inbound channels
• Augment your Customer Insights instance with Universal Analytics data for a view of web tracking events (eg. Goal completion, platform
& device)
• Appending of 3rd party variables across hundreds of lifestyle variables covering interests, hobbies, behavioural insights and geo-
demographics
• Enhanced segmentation and ML modelling of all additional data
• Multi-channel Campaign Orchestration and Execution integrated right into CI
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72. PROPRIETARY AND CONFIDENTIAL 75
You?
Increased
Customer
Expectations
Budget
Pressure
Data can help!
Where should I start?
What can I do?
I need a CDP! But how do I
get one in place quickly?
I need to unlock
insights
I need make insight
actionable and drive
better experiences
The path to actionable customer data
73. Live on UK AppSource
(Consulting Services)
Search for “Kin + Carta”
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TYPE / PROJECT NAME
76
74. Customer Insights Data Strategy
The challenges it answers
Data to understand
your customers
Data to understand
effectiveness of CX
PROPRIETARY AND CONFIDENTIAL 77
Data gaps and strategies
to plug them
75. Customer Insights Data Strategy
In 4 weeks we’ll give you clarity on which data is most useful to your CX goals
Week 1 – Translate CX Strategy
to data needs
Weeks 2-3 – Map the target CX
to existing systems and data
Week 4– Define data readiness
and opportunities
PROPRIETARY AND CONFIDENTIAL 78
76. Customer Insights Data Strategy
What you’ll get
Deliverables
Priority view of target data
integrations for CI
Data current state and
roadmap
Outcomes
A CI implementation plan aligned
to CX outcomes
Increased understanding of the
opportunities from data
PROPRIETARY AND CONFIDENTIAL 79
77. Customer Insights Accelerator Lite
The challenges it answers
How to connect to and
integrate my data?
How do I unify and assemble
the customer profile?
What key measures and
segments do I need?
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78. Customer Insights Accelerator Lite
In 4 weeks we’ll get your key data integrated to CI and build you a unified customer view
and a clear roadmap for future development
Week 1 – Define the
priority data to integrate
and setup data access
Week 2– Integrate your
data to CI and create the
unified profile
Week 4– Build roadmap
and enable your teams in
the solution
Week 3– Build the key
measures and segments
and handover collateral
PROPRIETARY AND CONFIDENTIAL 81
79. Customer Insights Accelerator Lite
What you’ll get
Deliverables
CI implemented and your
teams enabled in its use
CI development roadmap
aligned to business priorities
Outcomes
Access to a unified view of
customer to drive better decisions
Clear view of next steps and a team
enabled to tackle them
PROPRIETARY AND CONFIDENTIAL 82
80. Our 7-week Accelerator
PLUS extends this with
more data sources and
PowerBI presentation…
PROPRIETARY AND CONFIDENTIAL 83
82. Customer Insights Analytics Enabler
Actionable Insights in 3 weeks
Identify the modelling opportunities based on data and business need
PROPRIETARY AND CONFIDENTIAL 85
Build the model in Azure ML and integrate with CI
Handover and roadmap for analytics
83. Customer Insights CX Enabler
CI integrated with your marketing technology to drive CX
Assess the martech data requirements and design integration
PROPRIETARY AND CONFIDENTIAL 86
Build the 2-way integration between CI and the martech
Handover and roadmap for analytics
84. PROPRIETARY AND CONFIDENTIAL 87
We can help with your
next steps ….
1hr Discovery Session to plot
your course with CI