Learn how future-ready enterprises will use cognitive processes to drive great customer experience initiatives. With insight-driven, automated decisioning engines and predictive models driving deeper human engagement, see how these cognitive models are leading up to increased brand affinity and consumer loyalty. Learn more: https://www.hybris.com/marketing

1. Shirish Lal, CIO & CTO, Harte Hanks
Satish Chandra Bhaskara, Wipro
Reimagining the Digital Market
Experience
Transforming customer experienceby leveraging cognitive models

2. § The most advanced organizations such as Amazon are leveraging technology, data, and analytics
to transform their Go To Market processes and Customer Experience
§ Amazon has incorporated real time predictive and behavioral analytics into the optimization of its
touchpoints with the customer
§ Most organizations are far behind Amazon in the use of Real-Time Analytics
§ Significant challenges exist in internally catching up to what Amazon has done
§ CIOs have an opportunity to enable organizations to leverage technology to redesign core GTM
processes to drive revenue and gain competitive advantage
§ Exploring Technology, Build Cognitive Models to Automate, bring Personalization and Preferences,
by Leveraging Data.
§ Harte Hanks and Wipro have partnered with technology leaders such as SAP, Opera, and user
mind to offer a rapid, cost effective approach to Go To Market Transformation.
Overview

3. Use of personalization in CRM marketing
DirectMail
Psychographic,
Demographic
Personalization
(CRM 1.0)
Multichannel
Pyshographic,
Demographic
Personalization
(CRM 2.0)
True1 to 1
Omnichannel
Analytically Driven “In
the Moment” Behavioral
Personalization atthe
individuallevel
(CRM 3.0)
Alexa: AI
interface
(CRM 4.0)
COSTANDCOMPLEXITY
Pre-CRM
Human to Human
ü Data Driven
ü Cognitive
ü Decision asoutcome
ü Hyper-Automation
ü Insights
ü Real-Time
ü Contextual
ü as a Service

4. There are major business opportunity and cost gaps between those
who can deliver Customer Centered Marketing and those who can’t.
Sales data from MyBuys’database of
some 250 million shoppers: Customer-
centric marketing delivers a 25%
increase in total onlinesales and a
300% improvement in customer lifetime
value, according to the company.1
MORE SALES
Automated personalized
experiences generate 50%
more leads – at a 33%
lower cost, on average.2
GREATER ROMI
.

5. Amazon embraced customer centricity early on.
Now they are the ones setting the bar.
"Our vision is to be earth's most
customer-centric company; to
build a place where people can
come to find and discover anything
they might want to buy online.”
Two key pillars to delivering
customer centered marketing…
AM AZ ON. C OM
M I SSI ON STATEM ENT
Experience: Make the customer
experience easy, enjoyable and
convenient. Happy customers will
share their positive interactions with
your brand.
Communications: Personalize the
message to customers, based upon
what they buy, and in a way they
like. Provide tailored, relevant
communications based on
customer preferences.

6. Amazon: Use of Analytics to Drive Real-Time Personalization
300+
microservices
executed from
1st to 2nd
Web page
Business Intelligence Decisioning Engine eCom Presentation
§ Real-time behavioral and predictive
analytics at the customer level
§ Continuous learning enablement
§ Machine learning and AI enabled
§ Agile low cost development of
content
§ Lego-like approach to allow
maximum reuse
Micro-Content Store
§ Manage customer journey logic
§ Manage A/B and multivariate testing
§ Microservices architecture

7. But there are many barriers for corporations who seek to achieve
“Amazon-like” personalization.
§ Thousands of Hadoop,
Spark, and Cloud
engineers
§ 1000+ Economists
and Data Scientists
§ Appeal of working at a
cutting edge tech firm
§ Amazon has gotten to
its current approach
over a multi-year
journey
§ Amazon has massive
eCom scale
§ Amazon has limited
near term earnings
pressure
§ Duplicating Amazon
approach likely in 9
figures or more
Investment TimeHuman capital

8. Harte Hanks and Wipro Nextgen personalized eCom solution
• Leverage Hybris Commerce
microservices architecture with
personalization engine in
Hybris Marketing
• Creates a Real-time
Behavior, Predictive, and
Decriptive System of
Intelligence
• - 4GL approachdrastically
reduces costand time
• - Proven implementations in
multiple Global 500s
• Practice focused on
assessing, designing and
refining customer journeys
• Pre-integrated
third party data
from 10+ best
of breed B2C
and B2B
providers
• WIPRO offers low
cost approach to
deploying a services
layer to legacy
systems
• Agile, Low Cost
onshore/offshore content
development
Signal hub | BI engine which:
Legacy systems: Harte Hanks agency:
Harte Hanks customer
journey logic:
Harte Hanks Global Dataview:
API MICRO CONTENT
3RD PARTY DATA
eCom | WIPRO/Harte Hanks
SAP Hybris Practice:

9. Using signals to optimize the customer journey & deliver
more powerful customer experience across interactions
Shopping Purchase Journey & Moments of Truth
AWARENESS EXPLORE BUY NEXT BUY
Targeting/
Re-targeting
Dynamic
Offers
G U E S T / M E M B E R T A R G E T I N G , S E G M E N T A T I O N & I N T E L L I G E N C E
Post Purchase:
Services
LOYALTY / ADVOCACY
Loyalty
Status Tracking
LOYALTY ON-BOARD & ACTIVATION
Brand
Messages
Welcome to
My Best Buy
Personalized
Web Recommendations
POST-PURCHASE
Small BusinessesConsumer Shoppers
“Enabled” Customer Interaction Channels
Orchestrated Personalized Interactions & Precision Treatments “In the Moment”
Signal:Intent to Buy
Signal
Signal:Spend
Passion Scores
Signals:Next Product to
Buy Based on Preferences

10. Go To Market Transformation: Direct Mail
Traditional Direct Mail Approach
• Low Cost per Piece
• Target large audience regardless of purchase
stage
• Pre-planned timing
• Limited personalization
• <1% Response Rate
Real-time Driven Direct Mail Approach
• Medium to High Cost per Piece
• Trigger mail in real time based on prospect’s
digital and other activity
• High degree of personalization based on real-
time information
• 5+% Response Rate
• 10x+ conversion improvement versus digital
retargeting

11. Digital Marketing as a Service
Business Objectives
n Send Personalized content to Customers
n Recommendations based on the Most
RecentPurchases
n Precise Targeting of Customers considering ,
Opt in , Opt Out and No Spam Scenarios
Key Challenges
n Execute Campaigns Mutual Exclusively
n Customers who are approached in one
campaign must filtered from other
campaigns of the same brand.
Wipro Solution
n SAP Hybris Marketing on Cloud
Implementation
n SegmentationSolution using Mutual
Exclusion Principles both at Targetgroup
and Campaign Execution
Benefits
n Engage directly with consumers
n Simplified architecture,maintenance and
user adoption
n Single platform to manage data and
analytics capabilities

12. Conclusion
§ In a Voice Interface Future, extreme personalization will move from a differentiator to minimum requirement
§ A legacy technology infrastructure and approach to personalization will be extremely disadvantaged
§ Cognitive computing and artificial intelligence are already integral to marketing and sales operations
§ Harte Hanks, Wipro, and SAP can help you on your path to Go To Market Transformation
Plan for the future

13. Appendix

14. Digital capabilities investment strategy
CIO as revenue generator CIO as cost center
Build is difficult in early adapter or early majority stage
Shrinking product lifecycles put more pressure on build strategy
SaaS and IaaS make buying easier
Early adopter:
High cost
High risk
High differentiation
Early majority:
Medium to high cost
Medium/high risk
Medium/high
differentiation
Mass market:
Low/medium risk
Low/medium cost
Low/medium
differentiation
?Lxxx:
Low
Low
No differentiation

15. Personalization Go To Market Systems Roadmap
R / SAS
Analytics Engine
Real Time
Analytics
Hadoop based Nextgen
Database System
3rd Party Data
Marketing
Automation
Sales
Automation
eCom CRM POS
Core GTM Systems
CMS
SignalHub: Analytics and Data
Platform that serve as “System of
Intelligence”
§ Scalable Compute and storage
§ Machine Learning
§ Deep Insights – Convert Data into
Information
§ Significant automation of analytics
capabilities
Partnerships
developed with
key best of breed
specialty MarTech
providers
Personalization Data Enhancement & Predictive ModelingContent Management
Nextgen Front Office Middleware
Provider
§ Pre-built interfaces to all major
Marketing Cloud, Sales Automation,
and eCom platforms
§ Simple interface for programing
actions across all customer
touchpoints based on customer
segment/stateMI D D L EWAR E
1st Party Data

16. But there are many barriers for corporations who seek to achieve
“Amazon-like” personalization.
§ Thousands of Hadoop,
Spark, and Cloud
engineers
§ 1000+ Economists
and Data Scientists
§ Appeal of working at a
cutting edge tech firm
§ Amazon has gotten to
its current approach
over a multi-year
journey
§ Amazon has massive
eCom scale
§ Amazon has limited
near term earnings
pressure
§ Duplicating Amazon
approach likely in 9
figures or more
Investment TimeHuman capital