- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
3. Together with brand and merchandising due diligence…
1 - Personalized communication based on an
2 - Agile strategy fed by
3 - Customer-centric insights
...will increasingly more define ecommerce leadership.
In 2017...
9. Goals, Initiatives, Tech
WHAT HOW CORE TECH
Deliver Dramatic
Sales Growth
- Increase Conversion Rates
- Grow active contactable database
-
Increase
Conversion Rates
- Collect & analyze channel, campaign, customer data
- Ongoingly optimize strategy & tactics following insights
Web Analytics
BI / CRM
Communicate with
Pertinence
Automate personalized communication based on profiles
(personas, product preference, purchase funnel)
Mktg Cloud
Enable Consistent
Experiences
Leverage behavior-driven cross-channel campaigns based
on strategic customer profiles and purchase funnel
Mktg Cloud
Grow active
contactable DB
Develop and execute on an acquisition strategy that
includes optimizing email capturing on site
-
10. Connected Environment
Enabling Optimal Operations
Integrated
Digital Tools &
Customer DataSocial Media / Advertising
Insights-powered retargeting
Behavior-triggered content
Optimized lookalike acquisition
Email Campaigns
Preference-based content
Behavior-triggered messages
Optimized frequency
Merchandising
Optimized product mix
Strategic category development
Stores
Service personalization
Product recommendations
Best-offer / retention incentives
Ecommerce Site
Product recommendations
Best-offer incentives
Content personalization
Customer Service
Service personalization
Product recommendations
Best-offer / retention incentives
Marketing Calendar
Optimized promotions
Strategic branding messages
Well-timed acquisition / monetization
11. Automated Personalization (example)
Purchases or
searches for
“Item X”
Real-time
info/offer by
email, SMS, or
mobile push for
“Item X/Z”
Social media
and display ads
feature custom
promo for
Item X/Z”
Web content &
promos now
focused on
“Item X/Z”
Customer
Service Reps
aware of
client’s interest
& behavior
Email subscriber
Not subscriber
Sales Reps are
aware of client’s
interest
& behavior
12. Top Automation Paths
AT SIGNUP
1 - WELCOME
SERIES
AFTER
1) HEAVY BROWSING OR
2) CART - CHECKOUT
3 -
ABANDONMENT
SERIES
AFTER
PURCHASE
5 -
MILESTONES
SERIES
ON BIRTHDAY
ON ANNIVERSARY
4 -
POST-PURCHASE
SERIES
6 - REACTIVATION
SERIES
3 MONTHS WITH
NO ACTIVITY
2 -
DISCOVERY
SERIES
AFTER WELCOME
7 - LOYALTY
SERIES
AT LOYALTY
MILESTONES
8 -
TRANSACTIONAL
SERIES
AFTER PURCHASE
AFTER CANCELLATION
AFTER CUSTOMER
SERVICE CALL
17. Customer 360 DW
Some Specifications
Requirements for automation and marketing optimization:
1. Individual customer information
2. Master UID (across all business lines, channels, and devices)
3. Master and detail tables (transaction, product and promo)
4. Keeps attribute history (time stamped)
(To calculate recency, frequency and make historical analyzes)
5. In the highest granularity
(Aggregations will be defined on the analysis phase)
6. Integration of intelligence / strategic segments
(So KPIs can be displayed by dynamic/historical target list)
7. Near real time (as the source permits)
19. Benchmark Environment
Website
Mobile App
Mktg Cloud
DW 360 DB/DM
Digital
Analytics
CRM
(@ ERP/POS)
Customer
Service
Personaliz.
Engine
Reports &
Dashboards
Perf
Marketing
Offline
3rd party data
Census
Surveys
VoC
20. Benchmark Tech Elements
PLATFORM ELEMENTS
CLCM Database
Scalable enterprise data-mart optimally designed to meet automation,
personalization, and segmentation goals
Reports & Dashboards
Complete analytics suite delivering live cross-channel,
customer-centric reports and dashboards
Marketing Cloud
Cross-channel digital marketing solution delivering the right message
at the right time to the right customer through emails, SMS, mobile
push, plus social media and display advertising
Digital Analytics
Collects online behavior data from website and mobile applications,
powering automation and insights, as well as providing 360-view on
customer behavior within and throughout channels
Personalization Engine
Dynamic engine that powers timely, personalized product offers on
websites, mobile applications, and emails - may be coupled with DMP