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STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
1
The Algorithm of
Magical
Customer Experiences
A look at MarTech, AdTech & DataTech
STKI for CMOs
& CDOs
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
2
Q: Who’s the owner of customer
experience?
[awkward silence]
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
3
CCO: Chief Customer Officers
Source: CCO Council
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
4
CX Winners Elements of Success
Culture
Technology
Strategy
CX Design Skills
Data CollaborationProcess
49%
43% 38% 37%
37% 36% 36% 31%
Source: Econsultancy & Adobe Digital Trends Report 2017
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
5
CX Losers Elements of Failure
Siloed
organization Culture
Politics Lack of
skills
Lack of
data Technology
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
6
So Who Should Be In-charge of CX?
It’s all about the Strategy
It’s all about the CX design
It’s all about the Culture
It’s all about the Touchpoints
It’s all about the Channels
It’s all about Digital
It’s all about Insights
It’s all about Innovation
It’s all about the Process
It’s all about the Data
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
7
CCOs/CXOs Long-Term Goal:
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
8
1. Integrate many data sources
2. Build the data platform
3. Manage customer identities
4. Understand the data
5. Extract insights
6. Target audiences and personas
7. Establish a plan, set goals
8. Establish KPIs
9. Map out journeys
10. Choose sub-journeys
11. Orchestrate touchpoints
12. Execute journeys
13. Collect engagement data
14. Analyze it using appropriate models
15. Optimize journeys
16. Go back to #4 (insights).
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
9
Each Organization Will Have Their Own ‘Formula’
The brand algorithm
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
10
Customer Experience Process Architecture
Data
Platform
2. Design CX
3. Activate & Engage
4. Optimize
1.Discover
Connect to data sources
Gather data
Create customer ID
Manage the data platform
Analyze customer data
Plan
Establish measureable
KPIs
Define journeys &
segments
Orchestrate touchpoints
Execute Journeys
Engage with customers
in different channels &
touchpoints
CX “actual” data is
poured into the data
platform
Continuously test and
optimize
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
11
But If It’s All Science, Where’s the Artistic Part?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
12
Advertising Has Mastered Creativity in Certain Medias
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
13
Has Creativity Been Disrupted by Digital?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
14
ContentData CX Journeys Personalization
TargetingDiscovery Touchpoints Attribution
Segments OptimizationBig DataAnalysisA/B Testing
Modeling Message
design
Omni-
channel
Experiences Measurements
isten
Gather
Monitor
Test Messag
Listen
Curat
Tailor
There are so many new techniques.
They all require creativity
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
15
What Do Digital Native CX Leaders Teach Us?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
16
What Do Digital Native CX Leaders Teach Us?
Scott Brinker
Chiefmartec.com
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
17
What is the New Algorithm of Value?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
18
I worked at a
startup
You’re
hired.
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
19
Deep understanding of consumer world
Data scientist
Technologist
Story teller
Doesn’t mind some “junior” tasks
T person
Breadth of Knowledge
DepthofExperience
Team player
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
20
Ask Yourself 3 Questions:
What are your data receptors?
Does data change CX in real time?
Are the product and CX bound together?
Data Receptors
CX
Product
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
21
How Are We Doing with Engagement?
Data
Platform
2. Design CX
3. Activate & Engage
4. Optimize
1.Discover
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
22
The Omni-channel War is Over. We lost
44% do not feel companies make it easy to contact them
55% using >2 channels before an issue is resolved
77% use social channels to contact companies
21% say they never even get a response in social media
Source: +NRG State of Customer Service Experience
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
23
Maybe It’s Time to Rethink Our Channel Strategy
+ No. 4 (STKI): Analyze & Optimize
http://www.genesys.com/resources/Manage_The_Cross_Touchpoint_Customer_Journey.pdf
(Source: Forrester)
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
24
How Has Digital Affected Engagement?
Accelerated Sales17%
Insufficient
customer data view
44%
More complex to
manage
33%
Heightened need for
Content Strategy!
60%
Marketing costs down
Impact up
29%
How has the shift to digital
experiences impacted
engagement?
Source: CMO Council
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
25
Marketing Automation Platforms are Great Pipes
Content is what flows
through them
Marketing
Automation
Analytics
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
26
It’s all about
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
27
The Parallel Path
A person’s life
Brand relevant
part
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
28
The Parallel Path
Person
Brand
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
29
Customer Experience Process Architecture
Data
Platform
2. Design CX
3.Activate & Engage
4. Optimize
1.Discover
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
30
Marketing Insider Group and One-Spot, Consumer research, December 2016
Content is a vehicle
for value
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
31
Personally relevant
content increases
intent to purchase
Marketing Insider Group and One-Spot, Consumer research, December 2016
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
32
Half of consumers
would be willing to
pay more for a
brand’s products or
services, if the brand
does a great job of
delivering personally
relevant content.
Marketing Insider Group and One-Spot, Consumer research, December 2016
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
33
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
34
The Content Marketing process
102
Strategy
Creation
&Curation
Distribution Optimization
Analytics
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
35
Strategy
• Why you are creating content
• Who you are helping
• How you will help them in a way no
one else can
Content Marketing Strategy
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
36
Upsell
Opportunities
Anticipate needs
Sales
RetentionSatisfaction
Customer
Conversion
Customer Service
Use
associated
value
Leads
Brand
Awareness
Lead conversion
& Lead Nurturing
Evangelists
Customers
People
Strategy Content and the relationship cycle
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
37
• Hobbies
• Real quotes from
interviews with
customers
• Computer literacy
• Where they get their
news
• Blogs they read
Strategy Creating Personas
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
38
Strategy
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
39
Content Strategy
Creation, publication and governance
of useful, usable content
Strategy
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
40
Creation & Curation
In real time, According to personal data
• For channel
• For Persona
• According to stage in Journey
Content variations
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
41
Creation & Curation Diversify by Persona
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
42
Creation & Curation Diversify by Channel
Video
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
43
Creation & Curation One Clear Picture
Video Product
Site Social
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
44
Creation & Curation Ideation – Social Listening
• Find relevant enticing
content
• Share
• Create better content
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
45
Creation & Curation Collaboration
• The experts are on your team
• Harness outside talent
• Collaborate on creation and on QA
• Tools make it easy and fun
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
46
Creation & Curation Promote UGC
Reviews
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
47
Creation & Curation Promote UGC
Unboxing videos
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
48
Testing & Optimization AB Testing
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
49
Testing & Optimization Test everything
• Ads
• e-mail
• Articles and posts
• Pricing
• Journeys
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
50
Extend your creativity
Data Persona Journey Touchpoints Optimization
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
51
Source: Foresee
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
52
Global Energy Organization - Case Study
Source: Aon Hewitt
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
53
Global Energy Organization – Business Results
“5% increase in employee
engagement is linked to a 3%
increase in revenue growth in
the subsequent year”
Source: Aon Hewitt
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
54
Employee Journey Map
IDC: 81% of companies
measure customers
experiences, but only
30.6% of companies
measure the employee
experience.
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
55
Employee Experience Design
Personas Analyze
MeasureSections
Journeys
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
56
Employee Digital Touchpoints
Source: STKI Survey 2017
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
57
Employee Expectations
How can I customize
the solution?
I want to work in the
most convenient time
and place
I want to work in a place
with purpose
Known collaboration
tool
I want interesting
and engaging
content
Apps should know
me better
I want a contextual
solution
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
58
The Millennials
Immediate Feedback
Empathic
Innovation
Valuable/Appreciated
Business Decisions
Source: Simon Sinek @ Inside Quest​
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
59http://tribebooster.com/little-change-makes-difference/
1. Listen to your employees
2. Choose 2-3 journey sections
3. Use EX design
4. Measure impact
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
60
The Technology Landscape
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
61
The scary map just got scarier
Source: Luma
The scary map just got scarier
3,784 solutions
Up 87% from 2016
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
62
What Do Recent M&As Tell Us?
Source: Luma
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
63
What Do Recent M&As Tell Us?
Source: Luma
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
64
MadTech
MarTech AdTech
But do MarTech and AdTech really connect?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
65
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
66
MadTech is not dead.
It just hasn’t reached puberty
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
67
The Missing Link: DataTech
MarTech
AdTech
Data,
Identity
&
Analytics
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
68
Digital Marketing Hubs Combine All Three
Paid media
Data
audiences
Media buying
Programmatic
Performance
Display, Video,
Mobile
Owned media
Orchestrating
Journeys
Offline & realtime
campaigns
Content Platforms
Marketing
automation
Multi-touch attribution
Holistic view of advertising and marketing
Identity management
CDPs, DMPs
MarTech DataTech AdTech
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
69
DMP Adoption (Worldwide) is High
Source: AdExchanger
Currently use
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
70
But DMP Maturity…
There’s work to be done before DMP can be a part of your stack:
1. Create an organizational commitment to data unification
(“Internal data”)
1. Realize that you are the owner of customer data
2. Establish guidelines with media agencies – ownership,
governance, privacy
3. Third party partners are “activation” partners (programmatic
media buying), gradually some of these capabilities will move
in-house
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
71
Which Meteors Will Hit
Marketing During 2017-2020?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
72
Predictive Analytics, NLP, AI & ML
AI: Artificial Intelligence; ML: Machine Learning; NLP: Natural Language Processing
80% of marketing executives believe AI will
revolutionize marketing by 2020*
Source: DemandBase
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
73
Predictive Analytics, NLP, AI & ML
AI: Artificial Intelligence; ML: Machine Learning; NLP: Natural Language Processing
80% of marketing executives believe AI will
revolutionize marketing by 2020*
Source: DemandBase
Only 26% understand how AI is used in marketing.
Only 10% of marketers currently using AI.
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
74
How are AI/ML/NLP/NLG Impacting Marketing?
Personalization
Behavioral-based Segmentation
Figuring out Intent, sentiment and emotion
Face/Image recognition
Marketing-mix modeling
Recommendation engines (product/category/promotion…)
Calculating marketing effectiveness (Attribution)
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
75
How are AI/ML/NLP/NLG Impacting Marketing?
Personalization
Behavioral-based Segmentation
Figuring out Intent, sentiment and emotion
Face/Image recognition
Marketing-mix modeling
Recommendation engines (product/category/promotion…)
Calculating marketing effectiveness (Attribution)
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
76
Cognitive-embedded Solutions Help to Close
the Insight- to-Action Gap
Salesforce Einstein IBM’s Watson for Marketing
Adgorithm’s AlbertTinyclues’ AI Marketing
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
77
It’s Raining New Immersive Digital Channels
Conversational
Chatbots
Voice Assistants
Wearables
IoT
Augmented &
Virtual Reality
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
78
Bots Hype
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
79
Characteristics of Good Bots
Simple to use Are a part of a
journey
Saves time
Uses AI to
improve
Context
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
80
Characteristics of Good Bots
Simple to use Are a part of a
journey
Saves time
Uses AI to
improve
Context
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
81
But What is Possible Today?
What’s the
weather in TA?
Ask me
anything
Source: Chatbotslife.com
https://chatbotslife.com/ultimate-guide-to-leveraging-nlp-machine-learning-for-you-chatbot-531ff2dd870c#.y0uv7gq9l
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
82
But What is Possible Today?
What’s the
weather in TA?
Ask me
anything
I was meant to
be more than
an IVR
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
83
What’s Holding Bots Back in Israel?
They live in the cloud They didn’t learn Hebrew yet
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
84
What’s Holding Bots Back in Israel?
They live in the cloud They didn’t learn Hebrew yet
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
85
Forget Bots. Conversational is the New Media
Voice commands are the next interface. Why?
• Voice recognition (x3) faster (20%) more accurate than typing
• Context & Intent has evolved (AI)
• Home assistants are teaching us and our kids how to fulfill tasks
Talking -- Typing -- Commanding
Mobile search queries via virtual assistants will grow from 20% to >50% by YE2017 (Gartner)
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
86
The Real Meteor: Real Time Interactions
Ongoing Dialogues
Between Smart Agents and Customers
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
87
So What is Your Algorithm for CX?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
88
So What is Your Algorithm for CX?
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
89
Q: Who’s the owner of customer
experience?
Everyone.
STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
90
Thank you.
09-7907000 www.stki.info STKI: IT Knowledge Integrator
STKI for CMOs &
CDOs

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The Algorithm of Magical Customer Experiences

  • 1. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 1 The Algorithm of Magical Customer Experiences A look at MarTech, AdTech & DataTech STKI for CMOs & CDOs
  • 2. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 2 Q: Who’s the owner of customer experience? [awkward silence]
  • 3. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 3 CCO: Chief Customer Officers Source: CCO Council
  • 4. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 4 CX Winners Elements of Success Culture Technology Strategy CX Design Skills Data CollaborationProcess 49% 43% 38% 37% 37% 36% 36% 31% Source: Econsultancy & Adobe Digital Trends Report 2017
  • 5. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 5 CX Losers Elements of Failure Siloed organization Culture Politics Lack of skills Lack of data Technology
  • 6. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 6 So Who Should Be In-charge of CX? It’s all about the Strategy It’s all about the CX design It’s all about the Culture It’s all about the Touchpoints It’s all about the Channels It’s all about Digital It’s all about Insights It’s all about Innovation It’s all about the Process It’s all about the Data
  • 7. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 7 CCOs/CXOs Long-Term Goal:
  • 8. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 8 1. Integrate many data sources 2. Build the data platform 3. Manage customer identities 4. Understand the data 5. Extract insights 6. Target audiences and personas 7. Establish a plan, set goals 8. Establish KPIs 9. Map out journeys 10. Choose sub-journeys 11. Orchestrate touchpoints 12. Execute journeys 13. Collect engagement data 14. Analyze it using appropriate models 15. Optimize journeys 16. Go back to #4 (insights).
  • 9. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 9 Each Organization Will Have Their Own ‘Formula’ The brand algorithm
  • 10. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 10 Customer Experience Process Architecture Data Platform 2. Design CX 3. Activate & Engage 4. Optimize 1.Discover Connect to data sources Gather data Create customer ID Manage the data platform Analyze customer data Plan Establish measureable KPIs Define journeys & segments Orchestrate touchpoints Execute Journeys Engage with customers in different channels & touchpoints CX “actual” data is poured into the data platform Continuously test and optimize
  • 11. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 11 But If It’s All Science, Where’s the Artistic Part?
  • 12. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 12 Advertising Has Mastered Creativity in Certain Medias
  • 13. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 13 Has Creativity Been Disrupted by Digital?
  • 14. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 14 ContentData CX Journeys Personalization TargetingDiscovery Touchpoints Attribution Segments OptimizationBig DataAnalysisA/B Testing Modeling Message design Omni- channel Experiences Measurements isten Gather Monitor Test Messag Listen Curat Tailor There are so many new techniques. They all require creativity
  • 15. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 15 What Do Digital Native CX Leaders Teach Us?
  • 16. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 16 What Do Digital Native CX Leaders Teach Us? Scott Brinker Chiefmartec.com
  • 17. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 17 What is the New Algorithm of Value?
  • 18. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 18 I worked at a startup You’re hired.
  • 19. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 19 Deep understanding of consumer world Data scientist Technologist Story teller Doesn’t mind some “junior” tasks T person Breadth of Knowledge DepthofExperience Team player
  • 20. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 20 Ask Yourself 3 Questions: What are your data receptors? Does data change CX in real time? Are the product and CX bound together? Data Receptors CX Product
  • 21. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 21 How Are We Doing with Engagement? Data Platform 2. Design CX 3. Activate & Engage 4. Optimize 1.Discover
  • 22. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 22 The Omni-channel War is Over. We lost 44% do not feel companies make it easy to contact them 55% using >2 channels before an issue is resolved 77% use social channels to contact companies 21% say they never even get a response in social media Source: +NRG State of Customer Service Experience
  • 23. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 23 Maybe It’s Time to Rethink Our Channel Strategy + No. 4 (STKI): Analyze & Optimize http://www.genesys.com/resources/Manage_The_Cross_Touchpoint_Customer_Journey.pdf (Source: Forrester)
  • 24. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 24 How Has Digital Affected Engagement? Accelerated Sales17% Insufficient customer data view 44% More complex to manage 33% Heightened need for Content Strategy! 60% Marketing costs down Impact up 29% How has the shift to digital experiences impacted engagement? Source: CMO Council
  • 25. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 25 Marketing Automation Platforms are Great Pipes Content is what flows through them Marketing Automation Analytics
  • 26. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 26 It’s all about
  • 27. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 27 The Parallel Path A person’s life Brand relevant part
  • 28. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 28 The Parallel Path Person Brand
  • 29. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 29 Customer Experience Process Architecture Data Platform 2. Design CX 3.Activate & Engage 4. Optimize 1.Discover
  • 30. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 30 Marketing Insider Group and One-Spot, Consumer research, December 2016 Content is a vehicle for value
  • 31. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 31 Personally relevant content increases intent to purchase Marketing Insider Group and One-Spot, Consumer research, December 2016
  • 32. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 32 Half of consumers would be willing to pay more for a brand’s products or services, if the brand does a great job of delivering personally relevant content. Marketing Insider Group and One-Spot, Consumer research, December 2016
  • 33. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 33
  • 34. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 34 The Content Marketing process 102 Strategy Creation &Curation Distribution Optimization Analytics
  • 35. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 35 Strategy • Why you are creating content • Who you are helping • How you will help them in a way no one else can Content Marketing Strategy
  • 36. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 36 Upsell Opportunities Anticipate needs Sales RetentionSatisfaction Customer Conversion Customer Service Use associated value Leads Brand Awareness Lead conversion & Lead Nurturing Evangelists Customers People Strategy Content and the relationship cycle
  • 37. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 37 • Hobbies • Real quotes from interviews with customers • Computer literacy • Where they get their news • Blogs they read Strategy Creating Personas
  • 38. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 38 Strategy
  • 39. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 39 Content Strategy Creation, publication and governance of useful, usable content Strategy
  • 40. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 40 Creation & Curation In real time, According to personal data • For channel • For Persona • According to stage in Journey Content variations
  • 41. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 41 Creation & Curation Diversify by Persona
  • 42. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 42 Creation & Curation Diversify by Channel Video
  • 43. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 43 Creation & Curation One Clear Picture Video Product Site Social
  • 44. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 44 Creation & Curation Ideation – Social Listening • Find relevant enticing content • Share • Create better content
  • 45. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 45 Creation & Curation Collaboration • The experts are on your team • Harness outside talent • Collaborate on creation and on QA • Tools make it easy and fun
  • 46. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 46 Creation & Curation Promote UGC Reviews
  • 47. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 47 Creation & Curation Promote UGC Unboxing videos
  • 48. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 48 Testing & Optimization AB Testing
  • 49. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 49 Testing & Optimization Test everything • Ads • e-mail • Articles and posts • Pricing • Journeys
  • 50. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 50 Extend your creativity Data Persona Journey Touchpoints Optimization
  • 51. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 51 Source: Foresee
  • 52. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 52 Global Energy Organization - Case Study Source: Aon Hewitt
  • 53. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 53 Global Energy Organization – Business Results “5% increase in employee engagement is linked to a 3% increase in revenue growth in the subsequent year” Source: Aon Hewitt
  • 54. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 54 Employee Journey Map IDC: 81% of companies measure customers experiences, but only 30.6% of companies measure the employee experience.
  • 55. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 55 Employee Experience Design Personas Analyze MeasureSections Journeys
  • 56. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 56 Employee Digital Touchpoints Source: STKI Survey 2017
  • 57. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 57 Employee Expectations How can I customize the solution? I want to work in the most convenient time and place I want to work in a place with purpose Known collaboration tool I want interesting and engaging content Apps should know me better I want a contextual solution
  • 58. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 58 The Millennials Immediate Feedback Empathic Innovation Valuable/Appreciated Business Decisions Source: Simon Sinek @ Inside Quest​
  • 59. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 59http://tribebooster.com/little-change-makes-difference/ 1. Listen to your employees 2. Choose 2-3 journey sections 3. Use EX design 4. Measure impact
  • 60. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 60 The Technology Landscape
  • 61. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 61 The scary map just got scarier Source: Luma The scary map just got scarier 3,784 solutions Up 87% from 2016
  • 62. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 62 What Do Recent M&As Tell Us? Source: Luma
  • 63. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 63 What Do Recent M&As Tell Us? Source: Luma
  • 64. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 64 MadTech MarTech AdTech But do MarTech and AdTech really connect?
  • 65. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 65
  • 66. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 66 MadTech is not dead. It just hasn’t reached puberty
  • 67. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 67 The Missing Link: DataTech MarTech AdTech Data, Identity & Analytics
  • 68. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 68 Digital Marketing Hubs Combine All Three Paid media Data audiences Media buying Programmatic Performance Display, Video, Mobile Owned media Orchestrating Journeys Offline & realtime campaigns Content Platforms Marketing automation Multi-touch attribution Holistic view of advertising and marketing Identity management CDPs, DMPs MarTech DataTech AdTech
  • 69. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 69 DMP Adoption (Worldwide) is High Source: AdExchanger Currently use
  • 70. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 70 But DMP Maturity… There’s work to be done before DMP can be a part of your stack: 1. Create an organizational commitment to data unification (“Internal data”) 1. Realize that you are the owner of customer data 2. Establish guidelines with media agencies – ownership, governance, privacy 3. Third party partners are “activation” partners (programmatic media buying), gradually some of these capabilities will move in-house
  • 71. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 71 Which Meteors Will Hit Marketing During 2017-2020?
  • 72. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 72 Predictive Analytics, NLP, AI & ML AI: Artificial Intelligence; ML: Machine Learning; NLP: Natural Language Processing 80% of marketing executives believe AI will revolutionize marketing by 2020* Source: DemandBase
  • 73. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 73 Predictive Analytics, NLP, AI & ML AI: Artificial Intelligence; ML: Machine Learning; NLP: Natural Language Processing 80% of marketing executives believe AI will revolutionize marketing by 2020* Source: DemandBase Only 26% understand how AI is used in marketing. Only 10% of marketers currently using AI.
  • 74. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 74 How are AI/ML/NLP/NLG Impacting Marketing? Personalization Behavioral-based Segmentation Figuring out Intent, sentiment and emotion Face/Image recognition Marketing-mix modeling Recommendation engines (product/category/promotion…) Calculating marketing effectiveness (Attribution)
  • 75. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 75 How are AI/ML/NLP/NLG Impacting Marketing? Personalization Behavioral-based Segmentation Figuring out Intent, sentiment and emotion Face/Image recognition Marketing-mix modeling Recommendation engines (product/category/promotion…) Calculating marketing effectiveness (Attribution)
  • 76. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 76 Cognitive-embedded Solutions Help to Close the Insight- to-Action Gap Salesforce Einstein IBM’s Watson for Marketing Adgorithm’s AlbertTinyclues’ AI Marketing
  • 77. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 77 It’s Raining New Immersive Digital Channels Conversational Chatbots Voice Assistants Wearables IoT Augmented & Virtual Reality
  • 78. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 78 Bots Hype
  • 79. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 79 Characteristics of Good Bots Simple to use Are a part of a journey Saves time Uses AI to improve Context
  • 80. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 80 Characteristics of Good Bots Simple to use Are a part of a journey Saves time Uses AI to improve Context
  • 81. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 81 But What is Possible Today? What’s the weather in TA? Ask me anything Source: Chatbotslife.com https://chatbotslife.com/ultimate-guide-to-leveraging-nlp-machine-learning-for-you-chatbot-531ff2dd870c#.y0uv7gq9l
  • 82. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 82 But What is Possible Today? What’s the weather in TA? Ask me anything I was meant to be more than an IVR
  • 83. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 83 What’s Holding Bots Back in Israel? They live in the cloud They didn’t learn Hebrew yet
  • 84. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 84 What’s Holding Bots Back in Israel? They live in the cloud They didn’t learn Hebrew yet
  • 85. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 85 Forget Bots. Conversational is the New Media Voice commands are the next interface. Why? • Voice recognition (x3) faster (20%) more accurate than typing • Context & Intent has evolved (AI) • Home assistants are teaching us and our kids how to fulfill tasks Talking -- Typing -- Commanding Mobile search queries via virtual assistants will grow from 20% to >50% by YE2017 (Gartner)
  • 86. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 86 The Real Meteor: Real Time Interactions Ongoing Dialogues Between Smart Agents and Customers
  • 87. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 87 So What is Your Algorithm for CX?
  • 88. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 88 So What is Your Algorithm for CX?
  • 89. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 89 Q: Who’s the owner of customer experience? Everyone.
  • 90. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 90 Thank you. 09-7907000 www.stki.info STKI: IT Knowledge Integrator STKI for CMOs & CDOs