Track 4 - How the avalanche of available customer data can help create more engaging customer experiences
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Gene DeLibero, Customer Experience Evangelist from Sitecore, has walked through the building blocks of contextual marketing while discussing the importance of being able to shape every customer’s experience.
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Track 4 - How the avalanche of available customer data can help create more engaging customer experiences
- 1. Creating RealTime Customer Experiences @Speed and Scale DEMAND MORE FROM MARKETING
- 2. Data surrounds customers 2 Contact Call Center Sales Person Online Form Socially Engage Custom Loyalty Program Service Support Help How- To Social Listening Content Web Sites Mobile Apps Emails Social Posts CommerceCall Centers Online Stores Branded Stores Retail Outlets
- 4. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. IndividualView
- 6. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 6 The Context of the Customer Right Customer Right Content Right Channel Right Time Narrowcasting
- 8. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 8 Build segments on the fly 18-25 32-39 40-49 50+26-31
- 9. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 9 Explicit and Implicit Data Rules-driven Dynamic and Static Segment Segmentation takes advantage of all data you have available
- 11. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Combine Segments and Automation
- 13. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 13 Cross-channel personalization
- 14. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Reuse Personalization
- 15. © 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. Customer Experience Drives Revenue
- 16. FOR DISCUSSION PURPOSESONLY. Sitecore Confidential and Proprietary. © 2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.
Editor's Notes
- Start with data, heard the term context, data is the foundation of context There is lots of it and its all over the place Most companies start by complaining that they don’t have any data about their customers so they decide to fix that by: integrating, collecting, purchasing All of a sudden they have what they think is too much – data flood
- 1993 New Yorker. Are there any anonymous cookies left?
- Once we have all this data there are 3 challenges must be overcome to harness the flood: 1st Comes the form of an individual, not a group or a segment, patterns must be defined
- 2nd Data has an expiration data and it can go bad FAST
- 3rd We need to do something with all this data. It must the in the context of the customer
- There are many tools that address these challenges but I’m going to pick on 3 Helps with the individual view + one of the best tools we can use to address the data flood Breaks data into manageable chunks
- Segments are dynamic, people float in and out
- Power of segmentation comes from data – there is theme here Segmentation is traditionally fueled by explicit data but if you can introduce behavior-based data implicit, things get pretty interesting Single platform benefits
- Expiring data People are not on your site 24/7 we need to poke them Lets us reach out to people via email or even adserve
- The true magic happens when we use those dynamic segments in automation plans, making them scale even more.
- P13n, by far the easiest way we can take action with contextual data. 2 things to keep in mind with p13n:
- Must be consistent between channels Funny thing about a great experience is people expect more the next time
- P13n can be over whelming, the management of conditional rules and content must be simple and central