PREDICTIVE MARKETING, DIGITAL
ATTRIBUTION, OPTIMIZATION, AND
DATA-DRIVEN PERSONALIZATION
A m a r t y a B h a t t a c h a r j y a & S u n e e l G r o v e r
Module B: Sunday – 11:15am-12:30pm
Omni-Channel Orchestration &
Experience Interaction
Management
A m a r t y a B h a t t a c h a r j y a
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1. Lessons from the Leading Edge of Customer Experience Management
2. Consumer Trends in Marketing
3. Omni-Channel Drivers for Customer Experience
4. Orchestrating the Customer Experience across Outbound and
Inbound Marketing
H B R R e s e a r c h : M e a n s o f c u s t o m e r e n g a g e m e n t i n u s e ? 81% 61% 53% 51% 37% 34% 33% 32% 30% 28% 12% 1 2 3 4 5 6 7 8 9 10 11
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Content management system Customer experience analytics / online behavior
analytics
Real-time decision-making Marketing operations management Customer relationship management
Leading Mainstream Lagging
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Interactive Voice Response (IVR) Search engine optimization Marketing automation Social media monitoring Online surveys Predictive analytics
Leading Mainstream Lagging
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O r g a n i z a t i o n s b e n e f i t b y o p t i m i z i n g c u s t o m e r j o u r n e y s
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Promote your brand and connect with your target audience
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“Consumers are always looking for businesses close to their location”
Affinity and Proximity
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Consumers connected 24/7 are looking for omnipresent businesses
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C h a l l e n g e s t o O m n i - C h a n n e l
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O b s t a c l e s t o O m n i - C h a n n e l
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20 years ago…
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10 years ago…
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5 years ago…
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Today…
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C u s t o m e r J o u r n e y – a c r o s s t h e r e l a t i o n s h i p l i f e c y c l e R ela tion sh ip V alu e Duration of Relationship Zero Effective acquisition targeting decreases cost
Improved cross and up-sell maximises
value for both
Early issue identification and resolution saves
customer
O m n i - C h a n n e l
1 2 3
Give the customer what
they want
Give the customer something
relevant
Give the customer the best for both
• Expanded customer data beyond marketing touch points
• Data democratization
• Data Governance
• Central, coordinated
decisioning to understand, manage and optimize client experience
• Metrics realignment to customer satisfaction drivers
• Real-time enablement to capitalize on relevant new in/out bound intelligence
Coordinated Customer Decisions Robust Customer Information Customer Analytics • Centralized customer analytical environments • Sharing of client-level insights and analytics
• Self serve analytics based on business need
• Better visualization of data & insights
C o o r d i n a t e d C u s t o m e r D e c i s i o n s The Marketing Decision Hub
C o o r d i n a t e d C u s t o m e r D e c i s i o n s
Analytics based Decisions
C o o r d i n a t e d C u s t o m e r D e c i s i o n s Key Benefits R u le s
Value Driven Marketing Dynamic Channel Management Channel Agnostic Decision Logic Central Administration and Orchestration
Easy To Use For Business Users
CUSTOMER
C o o r d i n a t e d C u s t o m e r D e c i s i o n s Solution Concept – The marketing Decision hub
LOGO HERE I M M I N A N O M N I - C H A N N E L W O R L D My Macy’s Omni-Channel MAGIC
Macy’s – The M.O.M. Strategy
Localization of all stores -merchandise matched to consumer
demographics
Same experience online and in-store; encourage customers to browse online and try in-store Training of in-store sales
reps with a focus on superior customer service
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F i n a n c i a l Re s u l t s
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1. Technology is driving a Consumer Revolution
2. Omni-Channel Marketing is the process of putting the Consumer and Consumer Experience at the center of marketing decisions
3. Accomplishing Omni-Channel Marketing requires data management,
