Evento marketing automation para el sector asegurador en Good Rebels (Selligent)

1. SELLIGENT
MARKETING
CLOUD
MAXIMIZE EVERY
MOMENT
Pablo Rueda Salgado, Head of Partnerships, Iberia
pablo.rueda@selligent.com

2. About Selligent Marketing Cloud
Partner
First
Gartner
&
Forrester
500
employees
900 brands
ISO 27001
ISO 27018
GDPR
Since 1990

3. Site
Enhance Selligent profiles with web behavior.
Personalized web experiences.
Consumer Intelligence
Universal Profile
Access and update
individual records.
Analyze consumers & behavior.
CHANNEL EXECUTION
CONSUMER DATA
Cortex
Real-time decisioning
EMAIL
SMS
DM WEB
SOCIALIN-STORE
PUSH
CALL
Easily create and manage
content. Coordinate and
execute omnichannel Journeys.

4. What could you do with Selligent marketing cloud?

5. A LOOK AT HOW WE POWER
EXPERIENCES

6. S O P H I A : T H E H E R O O F O U R S TO RY TO D AY

7. New car insurance

8. SOPHIA IS NOW
VISITING HAPPY
INSURANCE WEBSITE.
SCREEN SHOT OF SITE IN
ACTION
Behavior
• Explores different car
Insurance offers
• Click behavior collected
in the background via Site

9. SOPHIA IS NOW
VISITING HAPPY
INSURANCE WEBSITE.
SCREEN SHOT OF SITE IN
ACTION
Behavior
• Explores different car
Insurance offers
• Click behavior collected
in the background via Site
SOPHIA IS NOW
VISITING HAPPY
HOTELS WEBSITE.
Discovery area
• Present some articles in line with Editorial
Slant of The Chronicle
• Most READ articles & most TRENDY
articles
SCREEN SHOT OF SITE IN
ACTION
SEARCH TERM New car insurance
CHANNEL Website
SEGMENT Car
M A R K E T E R ' S V I E W
CAR INSURANCE

10. A COUPLE OF WEEKS LATER

12. SOPHIA IS SHOWN
A CUSTOM HOME
• Site in action
• Pre-defined segmentation matched to
offers

13. DETECTING
REAL
INTEREST

15. CONNECTING THE CUSTOMER EXPERIENCE
SURFACE CRITICAL MARKETING DETAIL TO SERVICE AGENTS
• Surface customer journey, interest, and next best
offer data from Selligent to Service Agents
• Deliver consistency in message & offer to consumers
Customer Service
Desktop
Interests
Interactions
Journeys
Offers
Family vacation package to Aruba
50% OFF
Family Stingray excursion

16. TIME PASSES...

17. …AND SOPHIA
BUYS A NEW
HOME, AND THE
CYCLE STARTS
AGAIN.

18. “

19. 6. Execution and development
Barriers of implementing a CRM Project
WHAT ARE THE MAIN INTERNAL PROBLEMS WHEN IMPLEMENTING A CRM PROJECT?
CLOSED-ENDED question
Basis: BRANDS and AGENTS ‘THAT CARRY OUT CRM’ interviewed in 2018 (102). Data in percentages (%)
4,9
4,9
9,8
12,7
13,7
21,6
25,5
8,8
4,9
4,9
13,7
18,6
12,7
13,7
17,6
10,8
2,9
7,8
10,8
8,8
13,7
8,8
12,7
17,6
0 25 50 75
FIRST POSITION
SECOND POSITION
THIRD POSITION
DATA INTEGRATION
COSTS
CHANGE MANAGEMENT
TIME MANAGEMENT
TECHNOLOGY
LACK OF DATA
SPECIALIST PROFILES
INTERNAL COMMUNICATION
I CAN'T FIND AN ADEQUATE PARTNER
INFORMATION SECURITY

20. 6. Execution and development
5,4
44,6
47,8
53,3
56,5
60,9
71,7
92,4
0 25 50 75 100
OTHER CHANNELS
TELEMARKETING
OFFLINE DIRECT MARKETING
DIGITAL PERSONALISATION
ACTIONS IN DIGITAL MEDIA
SOCIAL MEDIA
MOBILE
NEWSLETTER
CLOSED-ENDED question
Basis: BRANDS ‘THAT CARRY OUT CRM’ interviewed in 2018 (92). Data in percentages (%) (4.3 communication channels mentioned on average)
WHAT ARE THE COMMUNICATION CHANNELS OF YOUR CRM?
Communication with consumers

21. 6. Execution and development
2,2
2,2
9,8
63,0
76,1
88,0
95,7
0 25 50 75 100
DK/NA
OTHER DATA
CUSTOMER PURCHASE FILE
DATA ON INTERESTS/BEHAVIOURS
SOCIO-DEMOGRAPHIC DATA
TELEPHONE NUMBER
E-MAIL
CLOSED-ENDED question
Basis: BRANDS ‘THAT CARRY OUT CRM’ interviewed in 2018 (92). Data in percentages (%) (3.4 data types mentioned on average)
WHAT LEVEL OF INFORMATION DO YOU STORE IN YOUR DATABASE ABOUT YOUR CUSTOMERS?
Communication with consumers

22. 6. Execution and development
75,0
25,0
YES NO
DO YOU PERSONALISE THE COMMUNICATION TO EACH USER DEPENDING ON THE
INFORMATION YOU HAVE ON THEM IN
YOUR CRM?
3 out of 4 brands
personalise their
CRM campaigns...
6. Execution and development
Personalisation
CLOSED-ENDED question
Basis: BRANDS ‘THAT CARRY OUT CRM’ interviewed in 2018 (92). Data in percentages (%)

23. 6. Execution and development
7,2
37,6
47,8
5,7
[ON A SCALE OF 0 TO 10 POINTS] WHAT LEVEL OF PERSONALISATION WOULD
YOU SAY YOU PERFORM ON YOUR CUSTOMERS THANKS TO CRM?
… but the level of
personalisation is
moderate
(6.3 points on a scale of
0-10 points).
6. Execution and development
CLOSED-ENDED question
Basis: BRANDS ‘THAT PERSONALISE’ interviewed in 2018 (69). Data in percentages (%)
AVERAGE (0-10)
6.3 POINTS
n HABITS
LEVEL 4 (9-10 POINTS)
n EXTERNAL FACTORS
LEVEL 3 (7-8 POINTS)
n LIKES-BEHAVIOURS
LEVEL 2 (4-6 POINTS)
n BASIC DATA
LEVEL 1 (0-3 POINTS)
n DK/NA
Personalisation

24. “Una oferta personalizada en 24 horas.”
“Espero recibir un
descuento
personalizado en 24
horas después de
identificarme”
54%de los consumidores
P U N TO S C L AV E S O B R E E L C O N S U M I D O R “ E N T I T L E D ”

25. “
”
“ESPERAS QUE TODAS LAS
MARCAS ALCANCEN LOS
ESTÁNDARES A LOS QUE UNO SE
ACOSTUMBRA CON COMPAÑÍAS
COMO AMAZON. Y NO TE
CONFORMAS CON MENOS.
Will
Financial Counselor
London

26. DEMO