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Overwhelmed with data from different sources and systems?


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We know a well-defined customer data management framework can help ensure that valuable customer data is not locked up in silos, but rather flows freely across the organization, not only providing a single source of truth to marketing and other customer-facing functions such as sales and service; but also enabling real-time, data-driven responses to customer actions.

According to Forrester, “On average, between 60% and 73% of all data within an enterprise goes unused for analytics.” Today there is a data deluge in most organizations, where millions of data points are coming into the system from thousands of customer touchpoints across diverse channels, platforms and devices.

Organisations first need to understand what and how data needs to be ingested into the system to effectively use a customer data platform.

The problem is, many of us face multiple challenges with integrating a CDP with all current/pre-existing relevant systems (BI, CRM, MA, 3rd Party Industry Data, etc.).

In this session ( you will learn:

- The first step in building a practical customer data integration plan and strategy.
- How to unify all data from different sources to gain a 360° view of customers (Identity Resolution)
- How to strategically and effectively deliver relevant and useful experiences based on customer data at scale

Published in: Marketing
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Overwhelmed with data from different sources and systems?

  2. 2. CDP 4-part series
  3. 3. 87% of executives are not confident they are leveraging all available customer data Source: Forbes
  4. 4. Consumers Expect Relationships That Marketers Struggle to Deliver “I know you’ve got plenty of data on me – why can’t you do a better job of servicing my needs?” “I opted into your email list and website cookies, but continue to get messages and offers that aren’t relevant to me.” “Your call center rep has no clue that I’m a loyal customer” “You’re always showing me ads for things I don’t care about.”
  5. 5. 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. POS & Inventory Systems 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. Disconnected systems make it impossible CRM E-commerce Systems BI Systems Call Center Direct Mail & Email Website Web Personalization Identity Data Digital Ad Campaigns
  6. 6. A Connected Ecosystem
  7. 7. INTEREST Search for jacket on web Personalized in-store recommendation Browse other jackets & reviews Receives cart-abandon email & ads for jacket Purchases jacket Receives email confirmation Checks delivery status using voice connected device Receives a personalized offer Rates new jacket Shares on social media AWARENESS CONSIDERATION PURCHASE RETENTION ADVOCACY Break Down Silos to Deliver A Personalized Journey INTEREST AWARENESS PURCHASE RETENTION ADVOCACY
  8. 8. We go from this.... Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM
  9. 9. To something that makes sense Data Sharing Digital Advertising Outbound Marketing Call Center Website Personalization POS & Ecommerce Email Call Center Website Third Party Data Append CRM Acquia Identity Resolution Engine Monitors transactions, profiles, and events to continuously resolve customer identities Acquia Machine Learning Framework, Performs supervised learning, and collaborative filtering algorithms--all of which are metadata configurable to support both out-of-the-box and custom models. Acquia Integration Framework which handles data input to and output from the Acquia’s customer data platform in real-time.
  10. 10. DATA DRIVEN MARKETING MATURITY MODEL MATURITY TriggeredCampaigns SegmentedEmail TargetedDirectMail SocialAudiences AdNetworkAudiencess LifecycleCampaigns In-StoreClienteling WebPersonalization In-storeTrafficCapture CallCenter360 PredictiveOptimization DynamicPersonalization JourneyManagement BEGINNER INTERMEDIATE ADVANCED
  11. 11. Develop Use Cases Across the Lifecycle GROW Target right offers and messages to maximize margin and retention ACQUIRE Acquire customers at a lower cost; boost effectiveness of digital advertising ENGAGE Increase customer engagement & enable 1:1 personalization Analytics Machine Learning Insights
  12. 12. ACQUIRE HIGH VALUE CUSTOMERS AT A LOWER COST Digital Advertising Create acquisition focused audience based targeting using 1st party customer data for DMPs, retargeting, ad networks • Display retargeting optimization by suppressing offline buyers • Google, FB targeting on Instagram, AdWords, YouTube • DMP display targeting segments • Acquire customers like select best customers • Ad Networks, Retargeting, DMP, Social ACQUIRE INCREASE CUSTOMER ENGAGEMENT BY TREATING CUSTOMERS PERSONALLY Customer Experience Personalize customer interactions and offers on the website, CRM, and all customer facing systems in real-time • In-store events • Call center tickets • NPS scores • Web personalization & A/B testing • Call Center, Store Associates, Web Personalization ENGAGE TARGET RIGHT OFFERS AND CUSTOMERS TO MAXIMIZE MARGIN AND RETENTION Outbound marketing Predictive segmentation on value, behavior, and attributes while delivering 1:1 content on every marketing message GROWTH CustomerLifecycleUseCases Acquia CDP Supports Multiple Use Cases
  13. 13. So how do you bring it all together?
  14. 14. HARNESS THE POWER OF ALL YOUR DATA Custom apps Custom systems
  15. 15. 15  So how do we get the data into the CDP? Acquia CDP provides an Integration Framework for extracting, transforming, and loading (ETL) process which ingests and maps your data to Acquia CDP’s standard and custom entities. ○ Webtag - collect real-time data from your site. ○ Tracker API - send data via a REST API. ○ Data Feed - bulk delivery via comma-separated on a cloud-hosted bucket (S3, Google, Azure). ○ Standard Connectors - pre-built connectors to popular providers, Salesforce Marketing Cloud, Salesforce Customer 360, Google Analytics, Acquia Personalization, Acquia Campaign Studio. WT TA DF SC
  16. 16. Users Anonymous Behavior (Events) User Registration Information Orders & Products Fulfillment Example Data Architecture Email Performance (Sent, Opened, Clicked) Gigya Social Aggregator User Behavior Customer 360 WT TA DF SC SC SC DF Data Sources Intelligent audience segmentation (care volume, lead conversation) Device registration Product Cohorts Next-Best-Action Device registration, CUNS Cohorts, Retention Cohorts Intelligent audience segmentation (demographics) CUNS Cohorts, Retention Cohorts DF SC DF Activation Channels CUSTOMER DATA PLATFORM OUTIN SC DF DF Identity Resolution Machine Learning Next best action Communication with the platform requires an encrypted TLS connection. Data servers storing confidential and electronic protected health information are encrypted at rest. PERSONALIZATIONSC
  17. 17. BEFORE CDP WITH CDP IDENTITY RESOLUTION ENGINE Kate = Catherine NCOA Move from 123 Main st-> 17 Ferry Ln Match cart cookie product N = store purchase product N within 1 day no opens, unsubscribed 3 opens, active LoyaltyID #15 Catherine Guilfoyle Purchased G & H Value = $30 Web account #12 Kate Purchased T & N Value = $90 Call center ID#14 Catherine Guilfoyle Returned G Value = -$20 No accountID Kate Guilfoyle Purchased F&G Value = $50 POS Tx #45 Kate Guilfoyle 17 ferry lane 404 555 1212 Purchased T Value = $20 Customer Experience Timeline Customer Identity Resolution Before and After 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 Product F $30 Product G $20 Purchase & New Loyalty Card June 13, 2017 LoyaltyID #15 Catherine Guilfoyle Product G $20 Product H $10 Abandoned cart August 13, 2017 Web Account #12 Browsed Product T $20 Add to cart Product N $70 Call center ticket June 14, 2017 Order #123 Call center ID#14 Product G return -$20 Store ship-to home August 14, 2017 TransactionID #45 Kate Guilfoyle (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 (primary, active) (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
  18. 18. Standardization – Name parsing – DPV/CASS address standardization – Phone validation – Email validation IDENTITY RESOLUTION ENGINE Cleanse & standardize data across all sources Cleanse/ Enhance – Geo-coding / Distance to store – Genderization – Household income – NCOA – Population demographics Dedupe & Link – Cross-device and backward cookie stitching – Fuzzy dedupe – Exact match – Link transactions & events – Master contact ID – Find best value (email, phone, address) – Configurable rules 3rd Party Append – Weather – 3rd party apps – Datalogix – Acxiom data append – Facebook profile
  19. 19. The Power of Acquia CDP’s Identity Resolution Customer Example: lululemon Overview of Environment – 900 Stores in North America. – Datasources: JDA – product feeds, Bronto -- email, Oracle CE—store & loyalty data, Vibes—SMS Summary of Results – 68m customer records from raw data – 18m unique IDs after deduplication – 140k records with bad phone numbers were corrected – 32k addresses that matched a store were cleaned up – Much greater accuracy in identifying top 10% of customers and what their LTV is (detail on next slide)
  20. 20. IRE: Number of Child Records ALL CUSTOMERS TOP 10% CUSTOMERS *ALL CUSTOMERS are lifetime buyers and Top 10% is based on L12M buyers With IRE Without IRE IRE Impact Buyer Count 7,922,188 9,347,105 18% Revenue Per Customer $106.36 $90.14 15% Transactions Per Customer 2.26 1.91 15% With IRE Without IRE IRE Impact Buyer Count 436,406 793,709 82% Revenue Per Customer $525.74 $289.07 45% Transactions Per Customer 8.41 4.62 45%
  21. 21. This business really understands me and exceeds my expectations every time! “It’s so easy to do business with them!” “The messages and offers are always relevant to me.” “I didn’t have to explain my web experience to the call center again” “It’s great that I could start my journey online and finish instore”
  22. 22. How to buiid at scale ● The future belongs to organisations that can build 1:1 personalised experiences at scale “ “
  23. 23. DESIGN — Trigger — Lifecycle — Promotional — Experience SEAMLESS EXPERIENCES ACROSS ALL CHANNELS SETUP — Audience segmentation — Content query — A/B testing — Automation EXECUTION — Event, Campaign & Customer API — Native integration (Web, Email, Social) — Clienteling — Direct Mail IN-STORE — Clienteling apps — POS integration — Concierge / call center apps — Beacon integration SOCIAL — Facebook Custom audience — Look-alike audiences — Instagram — Full API integration ONLINE & OFFLINE — In-store to online — Online to in-store — Distance-to- store — Favorite store MOBILE — Push — SMS — In-app DIRECT MAIL — Catalog — Postcards — Personalized inkjet messaging — Direct mail EMAIL — Automated / triggered lifecycle — Ad-hoc / seasonal — API support for major ESPs WEB — Web recs — Upsell / cross-sell — API to support A/B testing vendors
  24. 24. Demographic Data Append Identity Resolution + Data Cleanse + Deduplication Machine Learning + OOTB Intelligent Segmentation + Flexible to extend Next best action + Multi-Channel Activation Example Data Sources Example Experiences / Activation Transaction Systems – Customer – Transactions – Transaction Items – Product Category – Organisation Customer Interaction Email Web Behaviour Social Transaction Systems Opt-in/Opt-out feeds Customer Interaction Email / SMS Call Centre platforms Digital Advertising Social Remarketing Analytics/API Power BI / Datastudio Open, Actionable and Iterative Data Platform MAXIMISE CUSTOMER LIFETIME VALUE Web Tag
  25. 25. Bringing it all together! ● The value of CDP is in bringing the data together ● Identity resolution is key ● CDP allows you to democratise data across the business with a view to actually using it ● The benefits are improved CX and increased customer LTV ● Start small with a few simple use cases and scale
  26. 26. CDP 4-part series
  27. 27. What’s coming up? With Phil Coop Marketing Cloud Director - APJ
  28. 28. We choose who we want to speak to
  29. 29. Let the machine help you
  30. 30. Can split by attributes
  31. 31. Can A/B test at source
  32. 32. Personalize each split
  33. 33. Pump you data out across execution platforms
  34. 34. Examples ●
  35. 35. Transforming During the Pandemic Unifying data to build audiences, deliver personalized content and drive results across both online and instore 2xEmail open rates 3xEmail click-through rates 621%Increase in Campaign ROAS
  36. 36. Eliminated Online/Offline Data Silos When lululemon needed a way to bring together online and offline data to gain holistic customer insights and deliver relevant experiences, it chose Acquia Customer Data Platform to take the lead. 15%Increase to baseline revenue 50%Boost in website visits 25%Increase in event participation
  37. 37. 98%Increase in call center efficiency 99%Increased list pull speed from two weeks to 10 minutes 100%Increased Facebook campaign execution from 3 weeks to 30 minutes Reduced Operating Costs & Increased Efficiency Eliminated agency redundancies and gained efficiencies across marketing, customer service, and IT teams
  38. 38. 30%Overall sales margin 125%Conversion rate 10%Cost per acquisition Stopped Blanket Discounting & Increased Profit Margin Delivered personalized discounts based on machine learning driven customer personas and discount sensitivity