This document discusses driving conversions through deep personalization. It begins with an agenda for the event speakers. The first speaker discusses how consumers are empowered and the buying cycle has changed, requiring marketers to win in customers' moments. Data shows gaps between personalization goals and outcomes. The next sections provide steps for personalization strategies: define goals using the customer journey; assemble a data foundation; and accelerate with technology. It emphasizes testing and learning. The next speaker discusses Acquia's customer data platform for unified customer data and insights across interactions. It provides a single customer view. The final speaker discusses improving engagement for epilepsy.com through matching user intent and curated data. It outlines a strategy from initial information to a personalized journey
20. AWARENESS INTEREST ENGAGEMENT PURCHASE LOYALTY GROWTH
You Want to Deliver Relevance at Every Touchpoint
UNIFIED CUSTOMER DATA
WEB
RETAIL
ASSOCIATES
DIGITAL
ADVERTISINGWEARABLES EMAIL CHAT CALL CENTER
POS
Event
Registration
CRM ESP
Third Party
Data Append
Customer
Service
Website
Behaviors
...Any Other
Data Source
21. Customer service, call center, and other
systems of customer interaction are isolated;
information isn’t shared with other tools.
Data is collected and stored, but
identities are not resolved into a
cleansed, de-duped system of record.
Marketers make ad-hoc
BI requests, subject to
analyst bandwidth.
Segments are pulled for outbound
marketing on request; not real-time.
Digital campaigns are limited to
anonymous third party data;
isolated for this use case.Website activity is
isolated to the web.
… But Disconnected Systems Make It Difficult
Call Center
Website
Identity
Data
POS &
Inventory
Systems
CRM
E-commerce
Systems
BI Systems
Web
Personalization
Direct Mail
& ESP
Digital Ad
Campaigns
22. Identit
y Data
CRM
Analytics
Acquia
Personalization
POS & Inventory
Systems
BI Systems
ESP
ACQUIA CDP
﹣Data Ingestion
﹣Identity Resolution
﹣Single Customer View
﹣Analytical Insights
﹣Machine Learning
– Email
– SMS
– Chat
– Mobile App
– Call Center
– Loyalty
– Social
– Clienteling
– Direct Mail
Interaction Channels
Align Your Data to Your Business
E-commerce
Systems
23. CUSTOMER DATA PLATFORM
A customer data platform is a marketer-managed system that creates a
persistent, unified customer database that is accessible to other
systems.
Definition
David Raab -- Customer Data Platform Institute
Why CDP?
1. Foundation of clean, intelligent customer data
2. Analytics enabling a true understanding of the customer
3. Ability to activate data for all teams who need access to customer data
24. What Does a CDP Do?
Gain a single view
of the customer
Reveal customer
insights
Activate data
across channels
Real-Time Platform
25. BEFORE ACQUIA
WITH ACQUIA IDENTITY RESOLUTION ENGINE
Kate = Catherine
NCOA Move from 123 Main st-> 17 Ferry Ln
Match cart cookie product N = store purchase roduct N
within 1 day
Kate.guilfoyle@ab.com no opens, unsubscribed
kateg12@gmail.com 3 opens, active
LoyaltyID #15
Catherine Guilfoyle
Kate.guilfoyle@ab.com
Purchased G & H
Value = $30
Web account #12
Kate
Kate.guilfoyle@ab.com
Purchased T & N
Value = $90
Call center ID#14
Catherine Guilfoyle
kateg12@gmail.com
Returned G
Value = -$20
No accountID
Kate Guilfoyle
kateg12@gmail.com
Purchased F&G
Value = $50
POS Tx #45
Kate Guilfoyle
kateg12@gmail.com
17 ferry lane
404 555 1212
Purchased T
Value = $20
Credit card
purchase
February 14, 2017
CC hash#18
Product A $50
Product B $60
Mobile guest
checkout
May 25, 2017
No customerID
Order #123
CC hash #18
Kate Guilfoyle
123 Main St, Los Gatos
Kateg12@gmail.com
Product F $30
Product G $20
Purchase &
New Loyalty
Card
June 13, 2017
LoyaltyID #15
Catherine Guilfoyle
Kate.Guilfoyle@ab.com
Product G $20
Product H $10
Abandoned
cart
August 13, 2017
Web Account #12
Kate.Guilfoyle@ab.com
Browsed Product T $20
Add to cart Product N $70
Call center
ticket
June 14, 2017
Order #123
Call center ID#14
Kateg12@gmail.com
Product G return -$20
Store ship-to
home
August 14, 2017
TransactionID #45
Kate Guilfoyle
kateg12@gmail.com
(404) 555 1212
17 Ferry Lane, Westport
CC hash #18
Product T $20
17 Ferry Lane, Westport CT
(moved from 123 Main St, Los Gatos CA
on June 30, 2017)
(404) 555 1212
kateg12@gmail.com (primary, active)
Kate.guilfoyle@ab.com (unsubscribed)
loyaltyID#15: silver (active)
$190
Lifetime transactions: 4
Customer since: February 14, 2017
Last transaction: August 14, 2017
Events: Call center ticket, browsing
events, coupon usage loyalty signup
Catherine
(Kate)
Guilfoyle
Gain a Single View of the Customer
26. Dashboards Ad hoc analytics Direct query access
Provide Insights to All Teams Who Need Them
27. Activate Data Across the Customer Lifecycle
GROW
Target right offers and messages
to maximize margin and retention
ACQUIRE
Acquire new visitors at a lower
cost; boost effectiveness of
digital advertising
ENGAGE
Increase customer engagement
& enable 1:1 personalization
ANALYTICS
MACHINE LEARNING
INSIGHTS
28. Start with Simple Use Cases and Grow from There
MATURITY
TriggeredCampaigns
SegmentedEmail
TargetedDirectMail
SocialAudiences
AdNetworkAudiencess
LifecycleCampaigns
In-StoreClienteling
WebPersonalization
In-storeTrafficCapture
CallCenter360
PredictiveOptimization
DynamicPersonalization
JourneyManagement
BEGINNER INTERMEDIATE ADVANCED