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Creating Intelligent Content
How to automate one to one marketing at
scale in 2020
D I G I TA L & E X P E RI E NC E D E S ...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Agenda
Introduction
Let’s talk perso...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Introductions
K E V I N M I L L E R
...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
The COVID normal
1 2 : 3 0 T U E S D...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
~30%
They’re going online
25% Uplift...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Let’s talk personalisation
Why, what...
Lots of people talk about
personalisation, but what is it?
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
If we have 4.5 million
customers, we...
Personalization is a process that creates a relevant,
individualized interaction between two parties
designed to enhance t...
Personalization is a process that creates a relevant,
individualized interaction between two parties designed
to enhance t...
Same But Different
Born in 1948.
Married to second wife.
Love dogs and holidaying in the Alps.
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
So what should personalisation be?
D...
That’s great buy why
should we do it?
“In a crowded marketplace, fitting in is a
failure. In a busy marketplace, not standing
out is the same as being invisible...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
There’s
too much
choice
We’re
time p...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Improved
customer
experience
Increas...
What challenges are
we facing?
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What is one of the key challenges?
8...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
COVID-19 has also had some major imp...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How to understand your content and
w...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Everyone is striving for 1:1 persona...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How can Episerver
Content Intelligen...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Episerver Content Intelligence and C...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How does it work?
Tags all your cont...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How does it work?
Visitor
Journey
In...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What you get: automated content audi...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What you get: topic-level guidance o...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
So let’s dive in and
take a look at ...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How do you recommend the right
conte...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Your challenge: how to decide who ge...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
The manual rules-based approach can’...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How can you meet each customer’s ind...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Our solution: Episerver Content Reco...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How does it work?
Customer
Experienc...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Let’s see Episerver Content
Recommen...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
What tangible benefits can we help d...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Pure Storage
Background
Pure Storage...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
S E C T I O N 6
How to get started?
...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Why not dip your toe in the water wi...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
How to get started?
Before we start ...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Four Pitfalls Prevent Personalisatio...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Q&A
S E C T I O N 6
D i gi tal & E x...
D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
Contact…
Australia:
Kevin Miller
Hea...
Thank you!
For more information please follow contact us here:
Linkedin.com/company/empired-ltd
Facebook.com/empiredltd
Tw...
Prochain SlideShare
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Creating intelligent content: How to automate personalised, one-to-one marketing at scale in 2020

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Now more than ever as organisations we need to accelerate our digital engagement and use our content intelligently, sensitively and helpfully.

One of the only ways to connect with customers is digitally, and so the challenge for us as brands is how do we deliver a relevant and engaging experience at scale? And, within that, how do we make sure that we're tailoring the right content, to reach our audiences in the right ways, at the right time?

In this webinar, we'll discuss the importance of personalisation in delivering an outstanding customer experience and the challenges marketers face when it comes to delivering true one-to-one personalised journeys. We will then look how Episerver's new Content Intelligence and Content Recommendations can, through the power of AI, help marketers gain deep content insights and automate true one-to-one, personalised marketing at scale.

Publié dans : Technologie
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Creating intelligent content: How to automate personalised, one-to-one marketing at scale in 2020

  1. 1. Creating Intelligent Content How to automate one to one marketing at scale in 2020 D I G I TA L & E X P E RI E NC E D E S I G N
  2. 2. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Agenda Introduction Let’s talk personalisation What content should you invest in? How do you recommend the right content, at scale? So how do you get started? Q&A
  3. 3. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Introductions K E V I N M I L L E R Head of Digital and Experience Design D A R R E N S T A H L H U T Technical Director R O B W E AV E R CX Strategy & Design
  4. 4. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t The COVID normal 1 2 : 3 0 T U E S D AY L U N C H T I M E W H E R E I S E V E R Y O N E ? ! !
  5. 5. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t ~30% They’re going online 25% Uplift 32% Uplift 51% Uplift Increased digital traffic by around YoY comparisons
  6. 6. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Let’s talk personalisation Why, what and the challengesmarketersface S E C T I O N 1 D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t
  7. 7. Lots of people talk about personalisation, but what is it?
  8. 8. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t If we have 4.5 million customers, we shouldn’t have one store…… We should have 4.5 million stores. Jeff Bezos, 1998 CEO Amazon
  9. 9. Personalization is a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient. It uses insight based on the recipient’s personal data, as well as behavioural data about the actions of similar individuals to deliver an experience to meet specific needs and preferences. Gartner “ “
  10. 10. Personalization is a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient. It uses insight based on the recipient’s personal data, as well as behavioural data about the actions of similar individuals to deliver an experience to meet specific needs and preferences. Gartner “ “
  11. 11. Same But Different Born in 1948. Married to second wife. Love dogs and holidaying in the Alps.
  12. 12. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t So what should personalisation be? Data-Driven Omnichannel Dynamic Targeted Contextual Built on data you know about your customers. Should be uniquely targeted to the individuals needs, goals & their intent. Adapt content & experience to changing behaviour and attributes. Combined across all your customer touchpoints. Appropriateto the customer’s stagein their journey and such things as time, location, family status for example.
  13. 13. That’s great buy why should we do it?
  14. 14. “In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible” S e t h G o d i n , P u r p l e C o w : T r a n s f o r m Yo u r B u s i n e s s b y B e i n g R e m a r k a b l e D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t
  15. 15. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t There’s too much choice We’re time poor Too much noise We are easily frustrated
  16. 16. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Improved customer experience Increase in revenue Increases customer retention Increases brand loyalty https://www.pncdigital.com/personalization-in-all-aspects-of-marketing/ https://www.barilliance.com/impact-website-personalization-conversion-rates
  17. 17. What challenges are we facing?
  18. 18. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t What is one of the key challenges? 88% per cent of buyers/customerssay online content impactstheir purchasingdecision 12% of marketers believe their content marketing programs target the right audiences with relevant and persuasive content. https://www.cmo.com.au/article/671940/why-content-marketing-can-make-difference-vendors-amidst-covid-19-closures/
  19. 19. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t COVID-19 has also had some major impacts https://insights.newscred.com/impact-of-coronavirus-on-marketing-teams/ 2 56% of marketers indicated that managing shifting priorities or strategies as the top challenge. 4 42% of marketers lacked the bandwidth to quickly create new content. 5 40%+ of marketers indicated that managing realignment of budget & people resources is problematic. 3 70%+ of marketers expect notable increase in the creation of web content& virtual events. 1 87% of companies’ marketing teams are all working remotely.
  20. 20. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How to understand your content and what to invest in? How can the machine help you make these decisions. S E C T I O N 2 D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t
  21. 21. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Everyone is striving for 1:1 personalised experiences 1:1 Journeys Content differs by individual e.g. Recommended for you Managed by AI One size fits all Everyone sees the same content e.g. Related blogs, most recent news Managed by developers Rules based Segmentation Content differs by segment e.g. By category Managed by editors
  22. 22. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How can Episerver Content Intelligence help? E P I S E R V E R C O N T E N T I N T E L L I G E N C E
  23. 23. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Episerver Content Intelligence and Content Recommendations
  24. 24. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How does it work? Tags all your content automatically using NLP Track goals and interactions Industry-leading NLP based on 25M topics to understand your content Get answers via easy-to- use dashboards US treasury bonds fixed income asset allocation dollar GDP growth ESG retirement 401(k) Interest rates emerging markets supply chain inventory sensors data center robotics warehousing IoT AI automation 3d printing manufacturing hiking outdoors GPS thermal insulation hiking boots tent Grand Canyon winter seasonality
  25. 25. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How does it work? Visitor Journey Interest Profile Tag all your content automatically using NLP Track goals and interactions Get answers via easy-to- use dashboards Interaction 1 Technology Microsoft Dynamics Digital Transformation Artificial Intelligence Interaction 2 Artificial Intelligence Managed Services Microsoft Dynamics Digital Transformation Goal Conversion Form Submit
  26. 26. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t What you get: automated content audits Tag all your content automatically using NLP Track goals and interactions Get answers via easy-to- use dashboards Know what your content is aboutautomaticallywithoutmanualtagging
  27. 27. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t What you get: topic-level guidance on content strategy Tag all your content automatically using NLP Track goals and interactions Get answers via easy-to- use dashboards Content strategydashboard:know your topic gapsvs. saturation points
  28. 28. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t So let’s dive in and take a look at Episerver Content Intelligence E P I S E R V E R C O N T E N T I N T E L L I G E N C E
  29. 29. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How do you recommend the right content at scale? How can the machine help you deliver1 to 1 personalisation? S E C T I O N 4 D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t
  30. 30. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Your challenge: how to decide who gets what Visitors: different needs changing over time Items: hundreds of messages updated frequently Success probability without intelligence: less than 0.1% Who gets what?
  31. 31. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t The manual rules-based approach can’t scale One size fits all Manual Segmentation 1:1 JourneysTime&Effort Decisions required to stay relevant Marketing team capacity The decision gap
  32. 32. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How can you meet each customer’s individual needs? Customer Experience & CRM Microsoft Dynamics & Azure What to show? What if interests change? What to show? What if interests change?
  33. 33. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Our solution: Episerver Content Recommendations Visitors: dozens of needs changing over time Items: hundreds of messages updated frequently Episerver Content Recommendations delivers individual recommendations based on her unique interests at that moment 1:1 Decision
  34. 34. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How does it work? Customer Experience & CRM Microsoft Dynamics & Azure Content about Microsoft Dynamics & Azure Content about Customer Experience & CRM Automated recommendations basedonvisitor interest Automated recommendations basedonvisitor interest Understand each visitor’s intent Recommendbest content based on relevance Understand your contentusing NLP
  35. 35. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Let’s see Episerver Content Recommendations in action E P I S E R V E R C O N T E N T R E C O M M E ND AT I O N S
  36. 36. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t What tangible benefits can we help deliver for marketers today? Increaseengagement at a 1:1 level Drive incremental conversions Save hundreds of hours with no manual rules
  37. 37. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Pure Storage Background Pure Storage is a leading provider of enterprise, all-flash data storage solutions. With over 4,000 content items published on their site, Pure Storage needed a more scalable approach to personalizing content for target personas on their homepage and across the site. 158% Increase in CTRfor repeat visitors 289% Increase in gated asset engagement (form-fills) 0.25 # of FTE required to fullyautomate 1:1 personalization Solution Episerver Content Recommendations automated the delivery of relevant content across the website - using a mixture of content types including: 900+ blog posts, 200+ case studies, and 100+ other assets.
  38. 38. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t S E C T I O N 6 How to get started? D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t
  39. 39. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Why not dip your toe in the water with an Episerver Content Diagnostics Trial https://www.episerver.com/come-back-stronger/content-diagnostic-come-back-stronger/ Content Intelligence is a new package Episerver is launching in response to COVID-19. This is a freeversion of the Episerver Content Intelligence product and provides content/marketingteams with the following benefits: • Real-time content audit: what am I publishing across the organization and what topics am I covering? • Real-time engagement analysis: what are my digital visitors interested in and how does that change over time? • Prescriptivecontent guidance: what topics should I focus on via increased content production?
  40. 40. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t How to get started? Before we start defining a full personalisation program, we recommend a few key things.
  41. 41. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Four Pitfalls Prevent Personalisation Success 2 4 3 1 Lack of understandingof your customer Fail to link personalisation objectives to a clear business outcome Don’t operationalize personalization through roles, process, and governance Assume one technology will solve all personalization goals
  42. 42. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Q&A S E C T I O N 6 D i gi tal & E xpe rien c e D e si gn / Cre at i n g I n t e l l ige n t Con t e n t
  43. 43. D i gi tal & E xpe rien c e D e s i gn / Cre at i n g I n t e l l ige n t Con t e n t Contact… Australia: Kevin Miller Head of Digital & Experience Design kevin.miller@empired.com New Zealand: Jo Healey General Manager – Client Success Jo.healey@intergen.co.nz
  44. 44. Thank you! For more information please follow contact us here: Linkedin.com/company/empired-ltd Facebook.com/empiredltd Twitter.com/empiredltd Linkedin.com/company/intergen Facebook.com/teamintergen Twitter.com/teamintergen

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