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#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
The 3 key ways to improve the customer
journey
Joey Moore, Director of Product Marketing
Greg Moore, Manager for Personalisation and
Campaign Strategy of Episerver

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Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel

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Recommended Smart Insights toolkit update

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THE IMPORTANCE OF
ANALYTICS

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THE IMPORTANCE OF
ARTIFICIAL INTELLIGENCE

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THE IMPORTANCE OF
MACHINE LEARNING

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WHY DO YOU EVEN WANT THESE 3
TO CONVERGE?

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THE IMPORTANCE OF
CUSTOMER EXPERIENCE

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IMPROVE SATISFACTION
INCREASE LOYALTY

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MOST COMPANIES TREAT THEIR
CUSTOMERS LIKE THIS

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BUT YOU WANT TO TREAT THEM
LIKE THIS

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Start
Finish
HOW DO YOU START?

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Segmentation

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SEGMENTATION

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SEGMENTATION AUTOMATION

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Strategy and Authoring
Campaign Orchestration
2. Visitor Intelligence
Behavioral Search Optimization
Personalized Cross-channel Outreach
Rankings & Recommendations
3. Autonomous Personalization
Delighting the Customer
Marketer Machine
Cross-channel Execution
Content Personalization
1. Omnichannel Content
Management
Real-Time Interaction Management
Profile and Persona Big Data Store
Creativity
Helping Differentiate with the Ideal Marriage of Man and Machine

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THE 3 TIERS OF PERSONALIZATION
Segmentation BehavioralBasic/Standard
Hello Joey, Welcome Back
Based on what what you’ve
browsed and what people with
similar behaviors like you

Here’s your product or content
that best fits you
Brits, who have too many kids
and like to travel

This is what they should see

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Segmentation BehavioralBasic/Standard
Hello Joey, Welcome Back
Brits, who have too many kids
and like to travel

This is what they should see
Based on what what you’ve
browsed and what people with
similar behaviors like you

Here’s your product or content
that best fits you
Developers
Marketers /
Merchandisers
AI

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Episerver
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PERFORM
(PRODUCT RECOMMENDATIONS)

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EpiserverEpiserver

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EpiserverEpiserver

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EpiserverEpiserver

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EpiserverEpiserver

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50% increase in AOV
65% increase in units per order
5% increase in sales
35% increase in AOV
7% increase in sales
66% increase in units per order

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Episerver Advance* | Content Sequencing
SEE THINK DO CARE
* Planned release, not yet available

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Episerver
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USER GENERATED CONTENT

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EpiserverEpiserver
Brands are spending
more
year-over-year increase in
brand created content
3X
For less
return
of all brand created
content gets noticed
5%
of purchase decisions
are peer influenced
81%
Drive
sales
ofconsumerstrustearnedmediamorethan
ownedmedia
92%
Strengthen
consumer trust

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WWW
WWW
WWW
WWW
WWW
Target
Segment
Female
Segme
nt
Male
Segme
nt
Other
A/B Test
A/B Test
30 days
30 days
30 days
INTELLIGENT CAMPAIGN
(REACH & CAMPAIGN)

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EpiserverEpiserver
Drives click through rates up by up to 60%
Increase conversion by up to 25%
Boost the performance of all your email campaigns
Welcom
Offers
News
Browse
Abando
n
Confirmatio
nn
Shipping
Rate/Review
Cross-sell
Fully Personalize All Types of Emails

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Episerver
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INSIGHT
(ACTIONABLE INTELLIGENCE)

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Episerver
Collect Individual User Level Data
Aggregate to Segmented or Persona Level
Identify User Journey’s
Visualize Relevant Data
Take Action and Permeate Through Relevant Systems

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Episerver
Asadigitalmarketeryou
needto beableto…

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Episerver
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Episerver
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target amulti-
dimensionallysegmented
audience basedon
their historical
interactions

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Episerver
Asamerchandiseryou
needtobeableto….

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discover interestsin
certain productcategories

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Episerver
Asadeveloperyouneed
tobeableto….

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Episerver

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Episerver
utilizeandenrichthe
datainanywayyoulike

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Episerver
Asabusinessleaderyou
needtobeableto

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Episerver
understandand act on
your businessobjectives

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From Data Management to Data Intelligence
Episerver Profile Store | Data Management Platform (DMP)
Episerver Personalization Engine | Machine Learning Algorithms
Data Analytics
• Records what happened
• Stores visitor behavior
• Low customer value
Customer profile
Interaction preferences
Transaction history
Case history
Recent browsing activity
Recent chat activity
Social activity
Location and device
GDPR compliance
Data Science
• Calculates and predicts intent
• Relies on Data Analytics
• Mid value to customer
Episerver
Advance
Episerver Find
Episerver
Perform
Data Intelligence
• Visualize results
• Relies on Data Science or Data Analytics or both
• High value to customer
Search Rankings
Product Recommendations
Content Sequencing
Event Triggering
Individual or Group Profiles and Journeys
Personas and Persona Journeys
Multi-Dimensional Segments
Episerver
Reach
Episerver
Campaign
Episerver CMS Episerver Commerce
Episerver Insight

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Capture
Data capture and
data processing
 Customer segmentation
 RFM
 Store Transactions
 Margin
 Product sales
 Inventory & Stock
 Prices and promotion
 Social interests
 Social Likes
 Store location
 Competitive intelligence
 Ratings & Reviews
Loyalty
Data
Sales &
Inventory
Social data
Secondary
data

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Capture Analyze
Run analytics-algorithms
learn from data capture
Single
customer
behavior
Product
attributes
Other
customers’
behavior
 Clustering
 Product Identification
 Customer Profiles
 Product Association
 Collaborative
Analytics &
Algorithms
 Customer segmentation
 RFM
 Store Transactions
 Margin
 Product sales
 Inventory & Stock
 Prices and promotion
 Social interests
 Social Likes
 Store location
 Competitive intelligence
 Ratings & Reviews
Loyalty
Data
Sales &
Inventory
Social data
Secondary
data
Data capture and
data processing

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Capture Analyze Visualize
Data capture and
data processing
Run analytics-algorithms
learn from data capture
Push relevant content and
products to consumer
Product
attributes
 Clustering
 Product Identification
 Customer Profiles
 Product Association
 Collaborative
 Customer Insights
 Recommendation
 Push relevant content
and suitable products
back to customers
Analytics &
Algorithms
Visualization
Action
 Customer segmentation
 RFM
 Store Transactions
 Margin
 Product sales
 Inventory & Stock
 Prices and promotion
 Social interests
 Social Likes
 Store location
 Competitive intelligence
 Ratings & Reviews
Loyalty
Data
Sales &
Inventory
Social data
Secondary
data
Single
customer
behavior
Other
customers’
behavior

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Unknown
Customer
Inactive
Customer
Customer with
Intent
Abandoned Purchase
Comparison
Browsing
Purchasing
Anticipation
Care
Post
purchase
Delivery
Re-activated
Re-targeting
SEO/Social/Ads

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Ad Targeting
SEO Listings
Perform: Highly relevant
alternatives based on product
attributes and behavior

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Perform: Related
Recommendations -
Product and Category
predictive
recommendations
Advance: Related Recommendations
Perform: Product and Category predictive
recommendations
Personalised Find: Site
search and category landing
based on previous orders
and interactions
Inspired

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Perform: Related
Product
Recommendations
Advance: Conversion
intent
Content/Promotions
Abandoned browse trigger
Related Product Recommendations
Conversion intent Content
Store or Online?

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Perform: Related Product Recommendations
Advance: Conversion intent Content/Promotions
Order
confirmation
Reach:
Abandoned
Purchase
Thank you for
your order:
Order #12345

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Delivery
Notification

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Episerver UGC,
Powered by
Stackla

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Auto identify
customer
Reach: Related
Recommendations
Ad Targeting
Cross-device
Merging
Rules based
landing content &
PLA Optimisation
Campaign or
Reactivation
Automation
SEO Listings
Insight: Dynamic
audience selection
based on all
behaviour

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Capture Analyse Visualise
Single customer
behavior
Product
attributes
Other
customers’
behavior
Product Data
Click Stream Behavioural
Transactional
Contextual
Manually
Crowd Behaviour
Establish Intent
Individual Behaviour
Optimised PPC Landing
Personalised Emails
Relevant Triggers
Individualised
Recommendations

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First Name:
Surname:
Location:
Last visit:
Last online Purchase:
Last instore Purchase:
Store name:
Served by:
Days since last purchase:
AOV:
Last search Keyword:
Last category viewed:
Last product viewed:
Most viewed Category:
Most viewed Brand:
Number of devices:
Holly
Golightly
London, UK
10/09/2016
10/09/2016
16/11/2017
Carnaby Street
Jane
43
£78.00
Black Dresses
Dresses
M100Blk
Womens
Reiss
2

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Episerver
Q&A