Intelligent CX: 25 Years of Marketing, And Where to Go Next

FROM MAILERS TO CX
25 YEARS OF MARKETING, & WHAT NEEDS FIXING

Son, you’re going into marketing?!!!
Son went to law school.
Decided to go into marketing.

@portentint
“AMP will be dead in a year”

@portentint
<meta name=“keyword”
content=“shoes, red shoes, running
shoes, green shoes, shoelaces,
shoe laces, big shoes, small
shoes, shoes with heels, shoes
with no heels, shoes with heals,
shoes for blisters, steel toed
shoes, shoes shoes, shoos, new
shoes, old shoes, pink shoes,
black shoes, white shoes, wite
shoes, red shoes, dancing shoes,
soccer shoes, horse shoes, cow
shoes, shoes for the rain, shoes
for the snow, snow shoes

@portentint
Overture
Goto
D.A.R.T.

@portentint
Machine learning blockchain-enabled
data-driven directive marketing that
is driven by artificial intelligence
using cloud-based workflows on a no-
code platform to enable advanced,
real-time decision making driven by
cutting-edge algorithmic data science

Since the dawn of time
Find
Buy
Support

@portentint
We value the customer experience
for the customers because their
experience is important so we do
customer experience for our
customers and their experience
Brands talk about customer experience

But have 3 different teams
marketing
sales
support

…and treat customers like 3 people
finder
buyer
support
WTF?!

@portentint
SUPPORT
INTELLIGENT CX
FIND
BUY
+

@portentint
SUPPORT
INTELLIGENT CX
FIND
BUY
+
oh for god’s
sake ian you’re
just trying to
write a book

1993 is calling.
They want their
marketing back.
Then fix it

They knew the shoes I looked at = +1 point

But why make me ask the question?

@portentint
Use customer questions to
increase conversion rates
SUPPORT
BUY
1

Increase sales: Answer in product description

Increase sales: Answer these questions onsite

Wooo let’s go look at the FAQ yay

@portentint
Put it in the product description!!!!!!!!!!!

@portentint
Use customer questions to
improve SEO, PPC
SUPPORT
FIND
2

Talk to sales & customer support

Make sure you answer on your site

@portentint
Use customer support
data to modify site content
& reduce call volumes
SUPPORT
BUY
SUPPORT
3

“We’re getting too many support calls”

“Let’s move some stuff around on the site!!”
3
$

@portentint
“Let’s use AI!”

@portentint
“What did you need that you couldn’t find?”

Call Center Site Content
Feedback loop

Call volume -40% = Higher profits

@portentint
Use sales forecasting to
pace ad spending
BUY
FIND
4

Units Sold vs. Clicks
Stop buying
ads here
Basic forecasting

@portentint
Automating in Adwords
http://portent.co/2oUaLal

Possible since math
Square Root Rule

Sales Marketing
Increases ROI, quality score

@portentint
Combine sales data and
marketing analytics to
accurately attribute $$FIND
BUY
FIND
5

@portentint
UID in Google Analytics
UID in CRM

Could’ve done this when...
By Aeroid (Own work using [1]) [CC BY-SA 4.0 (https://creativecommons.org/licenses/by-sa/4.0)], via Wikimedia Commons

@portentint
Send your most successful
psychographic profiles to
sales and supportFIND
SUPPORTSALES
6

@portentint
Send location data to your
stores, connect to channels,
and inform support
FIND
SUPPORT
SALES
7

@portentint
Use location data to connect
offline and online behavior
8

@portentint
Explore models that combine
data from sales, marketing
and support to predict and
provide the best experience
9

@portentint
Caution:
In over my head

@portentint
Machine Learning = AI≠

Machine Learning
someone’s going
to push this soon

AI
Screw it. I’m
pushing this.

Take inputs
Pages viewed Micro-conversions
Referrers Language
Device Support history
Order historyLast session
Onsite searches

Predict Results
Pages viewed: 3 E-mail signup
Organic, PPC, Organic US-EN
Samsung Common requests
Last 10 orders1 hour ago
Last 10 searches

Predict results
they need help
choosing the
right phone

Predict results
you’re going
to need new
tires soon

Predict results
we’re going
to hit capacity.
stop buying
ads.

@portentint
OK, how hard is it, really?

@portentint
What’s it tell you?
if someone has an
NPS of 7, don’t ask
them. It’ll just piss
them off.

@portentint
Explore bigger datasets
to optimize campaigns,
organic, support routing,
content

@portentint
What you’ll hear

@portentint
“Ain’t my team”

@portentint
If you can @#)$! up the marketing
you’re in marketing

@portentint
If you can @#)$! up the sale
you’re in sales

@portentint
If you can @#)$! over the customer
you’re in support

@portentint
“We sell services”

@portentint
“We don’t have the budget”

@portentint
“It will require developer time”

@portentint
“It’s not 100% accurate”

@portentint
“Intelligent CX is how we’ll do marketing”

@portentint
CLAP ENTHUSIASTICALLY
portent.com/blog
@portentint
http://portent.co/intelligentcx

Intelligent CX: 25 Years of Marketing, And Where to Go Next

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Intelligent CX: 25 Years of Marketing, And Where to Go Next