The global COVID-19 pandemic has permanently changed the way brands engage with their customers. Consumers are no longer shopping in stores, traveling long distances, visiting restaurants, or leaving their homes much at all. Instead, they have increased their reliance on ecommerce, home delivery, subscription services, and brands they trust.
In response, many companies are shifting their focus (and budgets) from acquiring new customers to retaining and cultivating loyalty in existing customers. To compete in this new reality, marketers must escalate their plans to become “digital first,” and become proficient in meeting customer needs as channel preferences shift and reliance on digital experiences grow.
Join speakers from Forrester and Acquia as they share market insights and best practices for brands making the digital leap. Their research will cover:
- How companies are shifting their priorities during COVID-19
- What consumers expect from brands as their buying behaviors have changed
- Why data gives marketers critical business insights on engagement strategy and channel migration
- How to successfully navigate re-openings across the country (and globe)
- How to boost agility so you can more nimbly adapt to future business changes
25. AWARENESS INTEREST ENGAGEMENT PURCHASE LOYALTY GROWTH
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
Deliver Relevance at Every Touchpoint
26. Identit
y Data
E-commerce
Systems
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
27. What types of brands leverage
Acquia Marketing Cloud?
Customers with:
– A business model that relies on in-person
and digital customer engagement
– Frequent touches with their customers;
including frequent transactions
– Key business metrics of loyalty, retention,
and lifetime value
– Operational efficiency as a priority
– Focus on good quality data and giving
different teams access to this data
28. Priorities when disruption strikes
Key business objectives we solve across verticals:
Migrate revenue stream
to digital channels;
become digital-first
Engage customers in
new ways to keep
them loyal
Future-proof marketing
infrastructure for whatever
changes may come
Retail:
- Migrate store
shoppers to
ecommerce
- Keep high value
shoppers loyal
Higher Ed:
- Deliver in-person &
digital instruction
- Drive enrollment
although the
experience will be
different in COVID
Travel:
- Keep loyalists
invested even
though travel may
not be possible
- Prepare for gradual
re-opening with
new precautions
Restaurants:
- Support takeaway
and delivery service
- Support social
distant dining while
maintaining profit
margins; keep
customers loyal
29. How can a CDP help when
disruption strikes?
A unified data strategy gives you:
– Visibility into your entire business
– Accurate understanding of how disruption
has impacted your business
– Clear sight into how effective your
campaigns to engage customers are
during disruptive times vs. normally
– Insights to measure and plan for local
closures and re-opening
– Understanding of channel migration
effectiveness
A unified data
strategy built
around the
customer
experience
enables success
during
disruption.
30. The power of a unified data strategy
Golden
Customer
Record
Analytical
insights
with ML for
all teams
1:1
segmenting
with ML for
orchestrating
experiences
Online and
offline
data
Cleanse,
dedupe,
stitch data
into single
profile
Direct query
access and
data sharing
for BI teams
31. The power of a unified data strategy
Golden
Customer
Record
Analytical
insights
with ML for
all teams
1:1
segmenting
with ML for
orchestrating
experiences
Online and
offline
data
Cleanse,
dedupe,
stitch data
into single
profile
Direct query
access and
data sharing
for BI teams
Use Case: Give me a clear picture of who
my loyal customers are; not just those who
have enrolled in our points program or use
our whitelabelled credit card.
32. The power of a unified data strategy
Golden
Customer
Record
Analytical
insights
with ML for
all teams
1:1
segmenting
with ML for
orchestrating
experiences
Online and
offline
data
Cleanse,
dedupe,
stitch data
into single
profile
Direct query
access and
data sharing
for BI teams
Use Case: Send
an email offering
free delivery
service for all
customers with
high lifetime
value, and those
likely to become
high value in the
future.
33. The power of a unified data strategy
Golden
Customer
Record
Analytical
insights
with ML for
all teams
1:1
segmenting
with ML for
orchestrating
experiences
Online and
offline
data
Cleanse,
dedupe,
stitch data
into single
profile
Direct query
access and
data sharing
for BI teams
Use Case: Use
Power BI to
understand
customers who
haven’t engaged
with our brand on
any channel
since we closed
our stores.
34. A unified data strategy helps
you:
1. Reduce costs by eliminating
technology redundancies
2. Increase marketing agility;
quickly pivot to new
campaigns, new analyses,
new messaging and offers
3. Prepare for whatever
changes may be coming in
the future
Build resilience into your
marketing approach
35. Introducing Acquia’s
COVID ANALYSIS DASHBOARD
Gain insight into how COVID-19 has
changed your business, including:
– Overall business impacts
– Shift in consumers’ product
preferences
– Effectiveness of consumers’ channel
migration
– Changes in online buying behaviors
– Newly acquired customers’ buying
behaviors, retention rates, and
preferences
– Guidance on how to re-open stores
with maximum long-term revenue
growth
41. Key Takeaways
By aligning your business around unified data, you can:
Boost customer loyalty,
satisfaction, retention, and
lifetime value
1.
Navigate channel closures
due to COVID-19 with the
right business metrics and
insights
2.
Increase the profitability of your
existing customer base3.
Boost marketing and operational
agility to stabilize and
future-proof your business
4.
Increase conversion and revenue
through more relevant website and
ecommerce experiences
5.