Presented by Dave Chaffey, CEO and Co-Founder, Smart Insights Better understanding and acting on the holistic customer journey is paramount to success for today’s marketers. Reaching that goal, however, has become increasingly complicated due to an explosion of disparate technologies and fragmented data sources. How can marketers collect and stitch together the customer data they need, and then act upon that information to drive results? Join digital marketing expert Dave Chaffey as he discusses the latest trends, innovations and best practices for driving more timely and relevant interactions across touch points. Dave will discuss the opportunities and challenges for real-time personalization; give examples of what leading brands are doing today; and talk about how more and more brands are turning to the customer data platform (CDP) and other core technologies to accelerate their initiatives.

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Marketing in the moment:
Trends and Innovations in Real-Time
Omni-Channel Marketing
Ensighten Agility World Tour
London, October 20th 2016
Dr. Dave Chaffey, SmartInsights.com

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Part 1. MANAGING THE CROSS-DEVICE
CUSTOMER EXPERIENCE
Part 2. THE CHALLENGES OF MANAGING CUSTOMER
INSIGHT TO DELIVER QUALITY PERSONALISATION
Part 3. HOW CUSTOMER DATA
MANAGEMENT PLATFORMS CAN HELP

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About Dave Chaffey
• Co-founder and Editor of SmartInsights.com - a marketing
advice site with > 1 Million global unique visitors each
quarter. Expert members in over 80 countries use our 15
Digital Marketing toolkits of planning guides, templates and
online courses to Plan, Manage and Optimise their digital
marketing
• Trainer and consultant in Digital Marketing since ’97. Digital
strategies developed with brands like TUI, Thomas Cook,
HSBC, Mercedes and Microsoft.
• Author of 5 bestselling Digital marketing books

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Dave’s digital expertise

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Q. Do you believe in
the marketing funnel?

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The reality – our multichannel world
Retail
Travel
Financial services

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“Right Touching” is:
A Multi-channel Communications Strategy
Customised for Individual Prospects and Customers
Which…
Delivers the Right Value Proposition
Accompanied by the Right Message
With the Right Tone
At the Right Time
With the Right Frequency and Interval
Using the Right Media / Communications channels
To achieve…
Engagement and sales with the right balance of value between both parties
The Challenge of ‘Marketing in the Moment’:
What precisely does influence sale?
Source: Dave Chaffey (2005-2016)
Digital Marketing Strategy: Implementation and Practice

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Closer to reality… Today’s lifecycle

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The reality = multiple touchpoints
Source: Google Customer Journey path to purchase study

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Click SEO “Sun Holiday”
View MSN banner “Winter sun”
Click PPC “Hotels in Kos”
Click Tradedoubler Partner X
View Email “Special Offer”
Direct www.thomascook.com
14/01
15/01
23/01
24/01
3/02
4/02
Click SEO “Thomas Cook”5/02
Event Campaign DetailDate Onsite activity Landing
Content
Confirm
Purchase

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SEO
MSN banner
PPC
Tradedoubler
Email
14/01
15/01
23/01
24/01
3/02
4/02
SEO5/02
Direct
1
st
Click Last Click Best Click
The first click or view within the
campaign defined click window
The last click or view
The last click or view which
has the highest campaign
priority within the defined
click or view window
Any Click
Without deduplication, each
‘tracked’ campaign will report a
whole sale and claim full
commission

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The importance of understanding latency –
Ensighten retailer analysis – holiday period
Anonymous research shared by John Reilly

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The importance of understanding offline influence –
Ensighten travel analysis
Anonymous research shared by John Reilly

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PART 1. MANAGING THE CROSS-DEVICE
CUSTOMER EXPERIENCE

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You may know this trend…

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Growing multi-device ownership

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From Mobile-first to the
Multichannel majority
Source: comScore

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But now well past mobile search Tipping Point in
some sectors
Source: Google Data presented at ScreenPages event Mar 2015

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Is mobile responsive sufficient?
Do you think ‘Mobile first’

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AO.com adaptive

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What is Customer Experience Management?
Source: As defined by Forrester in 2011

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Do you have a person
or team RESPONSIBLE
FOR CXM?
1 = Yes single person
2 = Yes, Team
3 = No, if I’m honest

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PART 2. THE CHALLENGES OF MANAGING CUSTOMER
INSIGHT TO DELIVER QUALITY PERSONALISATION

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‘Connecting the
Dots’ is one
of the biggest
challenges in
marketing today
Source: Adobe Digital Marketing Maturity survey

25. 25Source: Scott Brinker (@ChiefMartech)
‘What’s your job?’ = The challenge of Martech today

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Not just a #Martech challenge… but part of a much
bigger insight and automation challenge
Download: http://bit.ly/smartdigitaltools

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So, what could possibly go wrong
with Martech complexity?
 Poor experiences
 Poor ROI
 Reporting errors
due to duplication,
wastage, etc

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Are you getting RoMT?

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MARKETING IN THE MOMENT: TOP CHALLENGES – US
What are your specific challenges?
45%
39%
36%
31%
27%
27%
26%
23%
Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey. Forrester Research, Inc.
“What are the biggest real-time interaction management challenges you expect to face in the next two years?”
Orchestrate customer interactions in real-time across channels
Understanding the optimal customer journey
Integrating inbound and outbound interactions
Attributing marketing performance across interactions
Increasing or enhancing customer engagement, education, or loyalty
Transforming marketing strategy in the era of real-time interactions
Measuring results across customer channels
Integrating online and offline interactions

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EXAMPLE 1. Challenge
> Coke wanted to find a data collection platform to replace its
current web analytics system to enable data ownership and
improved action.
Ensighten Solution
> Coke leverages Ensighten Pulse to collect marketing data on all
of Coke’s web properties and key digital interaction points. his
data set is then exported to Coke’s internal platforms for data
distribution, analytics, and reporting.
Result
> Improved data collection and orchestration that drives
improved insights and enhanced customer views at a fraction
of the cost of licensing, implementing and integrating multiple
data solutions in silos.
ENHANCED VIEW VIA
JOURNEY ANALYSIS
OMNI-CHANNEL
ANALYTICS
ENHANCE BIG DATA
ANALYSIS & INSIGHTS

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EXAMPLE 2. Challenge
> Desire for client-side tagging approach to drive marketing technology
agility
> Omni-channel data collection
> Cross-channel profile stitching and data integration across channels
Ensighten Solution
> Fidelity leverages the entire Ensighten platform so it can better
orchestrate the deployment of technology and the collection of data to
improve customer experiences in meaningful ways.
Result
> Data collection across key customer interaction points
> Stitch visitor IDs across channels to create unified view
> Conversion event beacon to improve testing and optimization
> Improve offer management and content personalization
ACTIVATE CRM TO
PERSONALIZATION
UNIFIED
CUSTOMER VIEW
ACTIVATE
MICRO-SEGMENTS

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BEST PRACTICE Apply predictive analytics to determine best
intervention – ‘channel, frequency, content and messaging’
99% of companies
believe a single
customer view is
important
… but only 24% have
a single customer
view today
Source: Raab Associates quoting
Source: Experian, Data Quality Benchmark Report 2015

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BEST
PRACTICE :
AUDIT YOUR
CONTENT
INFLUENCE
E.G. USING
PAGE
VALUE
SCORES

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0
10
20
30
40
50
0-5 5-10 10-15 15-20 20-25 25-30 30-45 45-60 60-120
ConversionRate(%)
Time to call after abandonment (minutes)
‘Timing is everything’ – when conversion counts
Abandonment identified instantly
Typical session timeout detection
Normal
starting
point
SMS Conversion Rates
Email Conversion Rates
Source: Optilead

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Example call-back pop-up based on
user behaviour

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PART 3. HOW CDPs – CUSTOMERS DATA
MANAGEMENT PLATFORMS CAN HELP

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Focus on the channels that matter,
but don’t be misled by ‘last click’ attribution
Source: Custora Pulse - large US retailers

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BEST PRACTICE :
Follow the
70:20:10 rule

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AdWords innovations to trial
and optimise in 2017
 Expanded text ads for Mobile
 Mobile Bid adjustments
 Cross-device attribution
 Account-level sitelinksPlus established nurturing techniques RLSA, Customer Match

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BEST PRACTICE
:
Test the latest
Facebook
Dynamic ads
for retargeting

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BEST PRACTICE Using Paid media Remarketing to persuade more

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Why unified views are needed from CDPs…
First party
cookie
Third party
cookie +/-
First party
cookie

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AIM – CREATE A UNIFIED PROFILE – OPTIONS:
Enables clients to leverage profile between
their proprietary applications, but what
about the other mission critical point
solutions?
MARKETING
CLOUD
Unified customer view cross journey. Best
for first-party data collection. Deepest
integration with martech ecosystem
including CRM.
CUSTOMER DATA
PLATFORM
Profiles only limited to one channel –
usually the website – and are often
reliant on integrations with other
partners.
SINGLE VENDOR PROFILE
Excels at third-party data, but limited in
providing first-party data. Free solutions
don’t offer data ownership.
DMP
Provides data ownership, but costly,
time-consuming and lengthy processing
times.
BACK OFFICE
DATA INTEGRATION

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A Customer Data Platform integrates data sources
FIRST-PARTY CUSTOMER
PROFILE
CUSTOMER ID:
F294F248-0778
SOURCE Instagram Ad 359Z
DMP SEGMENT 237641
GEO LOCATION Chicago, IL
CAMPAIGN SEEN Switch, Malibu
CAMP. ENGAGED Malibu
VIDEOS WATCHED X231, 9B93, C3D0
SITES VISITED Cars.com, kbb.org
MOBILE APPS MyChevrolet
RETARGET SEGMENT Malibu Shoppers
EMAIL ADDRESS tjones@gmail.com
VEHICLE INTEREST 2016 Malibu
CHEVY USER ID F687DX325J
ZIP CODE 60290

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Visualising multi-touch
complexity
Figure 8.17 Example of the sequence of visits to a site in generating conversions where two or
more digital media channels were involved (Codes for channels: D = Display, S = Search, X =
Aggregator)

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Ensighten example – Fashion client (anonymised)

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MIRROR – the simple takeaway
 Minimize ad waste to disinterested people,
 Identify interested people in real time for ad targeting,
 Reallocate ads to those interested people,
 Record all campaign interactions across every marketing
channel,
 Optimize ad serving by campaign, tactic, vendor, and
people,
 Retrieve people-based ad data for media mix modeling
and attribution reporting Thanks to John Reilly, VP of Data Strategy, Ensighten

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Let’s Connect – Questions & discussion welcome!
https://www.linkedin.com/in/davechaffey
Free interactive tool – review your digital capabilities:
http://www.smartinsights.com/howgood/