Hacking The Digital Experience Landscape

Hacking the Digital
Experience Landscape
A description of experience delivery challenges and
how to find your way in the crowded tech space!
A P R I L , 2 0 1 9

2 | Copyright © 2019 Deloitte Danışmanlık A.Ş. All rights reserved.
A new model
for a new age
THE CREATIVE DIGITAL CONSULTANCY
By packaging the power of Deloitte, we’re
transforming the digital journey in ways an
agency or traditional consultancy cannot.
Strategy, Innovation & Design
Creative
Technology & Operations
Change
Insights from Data
Agile, Fast, Ambitious

Userexpectationsareevolving
Dislikes and distrusts traditional
forms of advertising (e.g. anything
that interrupts them).
Has been plugged into the world
for as long as they can remember.
Is creating and consuming media
during every waking hour.
Demands everything at an instant.
Doesn’t follow traditional customer
journey or conversion funnels.
This is not an exception, this is just the
new norm. This is everyone going
forward.

Find
Inspiration
Browse &
Research
Select &
Validate
Purchase
& Pay
Reconsider
“Just Walk Out”
payment technology
Contextual Mobile Coupon
Push Notification
Mobile Check-Out
Weekly Circular
QR Codes
Customer Service
Manufacturer App
In-Store
Kiosk
Pinterest
Recommendation to
Friends / Family
Family & friends
In-Store Signs /
Displays
Retailer App
Product Packaging
Digital Shelf Displays
In-Store
Associate
In-Store
Associate
Previous
Experience
TV
Radio
Review Websites
YouTube
Blogs
Manufacturer Website
Retailer Website
Direct Mail
Personalized E-mail
Messaging
Associate Assisted
Check-Out
In-Store Coupons /
Instant Rebates
Blog / Social
Media Post
Online
Product
Review
Loyalty Programs
Loyalty
Apps
Recurring
Subscriptions
Adaptive
Pricing
Crowdsourced
Offerings
Subscription
Delivery
Boxes
On-Demand
Local Delivery
Legend
Physical
Touchpoint
Traditional Digital
Touchpoint
Emerging Digital
Touchpoint
Userexpectationsareevolving
…with a variety of ”path to purchase” across digital touchpoints

Organizationsarealso evolving
• CMO is spending more than
CIO on technology
• Hiring roles like Chief Digital
Officer, Data Scientist, Chief
Customer Officer
• Destroying silos
• Focusing on ‘Fail fast,
to succeed faster’
• Investing in an omni-channel
user experience
• B2B focused organizations
understand they are
targeting humans not glass
walls
• Personalizing every
user interaction
Customer Experience Organizational Structure Digital Transformation
• Enabling new capabilities to
deliver measureable results
• Creating new business
models that are driving
growth
• Leveraging new innovations
specially in the technology
area
• Treating data as the
new currency
• Collecting, measuring,
analyzing and visualizing
everything
• Focusing on customer 360
and experimenting with AI,
Big Data initiatives
DATA, DATA and more DATA

Digitalforcescompaniestoconvergeexperience
acrosstouchpoints
The FutureThe PresentThe Recent PastThe PastThe Beginning
Omnichannel
“Anywhere, Anytime”
Multichannel
“Give them Choices”
eCommerce
“Importance of Convenience”
Physical Stores
“Customers will Come”
Ubiquitous Digital
“Foundation of Interactions”
Evolution of Digital across Customer Channels
§ How do my customers
prefer to interact with
my brand?
§ How can I create a
seamless customer
experience across
digital touchpoints?
Strategy &
Planning
§ What is my most
profitable channel?
What is my customers’
preferred channel?
Which of these
components are digital?
§ How do I integrate
online and offline data
points?
Distribution
§ How can I communicate
product features and
offerings most effectively?
§ How can I leverage my
customers to help
generate product and
innovation ideas?
Product /
Service
§ How should I allocate my
digital marketing
resources? How do I
increase earned
marketing?
§ How do I maximize
marketing ROI?
Marketing &
Engagement
§ How are my customers
researching and buying
my products through
digital channels?
§ How can I combine
primary and external
data to drive new
insights?
Analytics &
Insights
§ How can I create a
seamless purchase
journey?
§ How can I enable
employees to
personalize the
customer experience
using digital tools?
Sales
§ How can I offer multiple,
seamlessly integrated
service channels?
§ How can I address
complaints in real time?
Customer
Service

70% of buying
experiences are based
on how the customer
feels they are being
treated
A customer is 4x more
likely to defect to a
competitor if a problem is
service related than price or
product related
Repeat customers
spend over 214%
more in individual
purchases than new
customers
YES,
EXPERIENCE
MATTERS

…andweneedtocreateexperiencesthataretailoredfor
INDIVIDUALS,realpeople–notsegments.
GENERIC SPECIFIC

It’smorethanjust .
thecustomer’sexperience.
It’sabout during
themomentsthatmattermost
tocustomersalongwiththeir
. journeys.
MANAGING
CREATING VALUE
UNIQUE
It is that simple. But it’s not easy.

THEFUTURETODAY
THE
BEGINNING
Digitalhasincreasedthecomplexity
• Connected
Home
• Wearables
• Digital Cars
• Digital Money
• 3D Printing
• IOT
• Social Media
• Intranet
• Applications
• Websites
• Out Of Home
• Kiosks
• Print Ads
• Television
• Radio
• Customer
Service
• One-on-one
• Social Media
• Intranet Apps
• Websites
• Out Of Home
• Kiosks
• Print Ads
• Television
• Radio
• Customer
Service
• One-on-one
• Print Ads
• Television
• Radio
• Customer Service
• One-on-one
Find Inspiration Browse & Research Select & Validate Purchase & Pay Return & Service
69% 73% 87% 31% 88%
Of customers first
look at items online,
then go to a store to
purchase
Of customers are
likely to visit a store
after seeing that
inventory is marked
as available
Of customers base
their purchasing
decision on free
shipping
Of customers believe
that using a mobile
payment system in
the future will impact
the amount they
spend
in stores
Of shoppers review a
return policies when
making a purchase
Today’s digital landscape has
thousands of channels making it
harder to reach the customer
And creating New ways of Marketing
and Selling

Within those channels there
are Thousands of Vendors
Digitalhasincreasedthecomplexity

AlotoforganizationshaveTroubleUnderstanding
WheretoStart

BUT ONLY 44% HAVE FORMAL MARTECH STRATEGIES IN PLACE
48%
67% SAY TECHNOLOGY IS CRITICAL
SELECTING
THE RIGHT
TECHNOLOGY
TOP TECHNOLOGY CHALLENGES
48% 54%LACK OF
TALENT
CENTRALIZING
FRAGMENTED DATA
82% LACK THE DATA FRAMEWORK TO
UNIFY TECHNOLOGIES
54% DON’T KNOW IF THESE INVESTMENTS
CREATE BUSINESS VALUE
AlotoforganizationshaveTroubleUnderstanding
WheretoStart

Theexperience
creationprocessis
aDYNAMIC
FEEDBACK
LOOPthatturns
interactionsinto
insights
https://www2.deloitte.com/insights/us/en/focus/tech-trends.html

Adaptable and future-proof
Imaginethearchitecture
Right platforms
for the right job
Anonymous Touch-points
partner network
API Economy
micro services
Data Governance
customer master
Risk and Security
privacy

Takeyour
customers’onthe
journeythey’ve
beenlookingfor
To beat your rivals, you need to
optimize the customer journey at
every touchpoint
Decisions
Access data in real-time to make content
decisions that optimize customer experiences
Delivery
Deliver personalized, real-time content at
each journey touchpoint to attract, retain and
unlock value from every customer
Data
Access all the data associated
with your audience and
customers (1st
, 2nd
, 3rd
party)

Thescope-what yourpipelineshouldlooklike
Customized Dashboards
Campaign Management Tools
Social Marketing Promotion, Publishing Tools
Marketing Automation
Contextual Message Delivery
Loyalty Platforms
Marketing Orchestration
BI & Reporting
Direct Mail Campaign Execution
Dynamic Feedback Loop
CX Strategy & Roadmaps
Decisions
Real-time, Single View of the Customer
Customer Data Integration (CDI)
Customer Journey Tracking
Data Hygiene
Identity Resolution
Data Model Design
Merge Purge (Direct Mail)
Cloud or on premise hosting options
Full and transparent access (stored behind
client firewall)
Customer Engagement Design Personalization & Recommendation Tools Integration
Data
Customer Data Management
Data Cleansing & Enrichment
Predictive & Response Modeling
Real-time Decisioning
Omni channel Marketing
Marketing ROI Analysis
Loyalty Programs
Conversion Rate Opt.
Attribution
Cog/Machine Learning
Delivery

Takeyourdatato thenext level
Identity and device resolution is the first step to creating an exceptional journey
Critical Success Factors
• Ideally, all data is controlled by you (behind your firewall or in your
cloud) to create a dynamic single view of the customer
• Future proof architecture of your customer data lake,
processing support for real-time decisions
• Maintain all data collected for future use (e.g.: machine learning, IoT)
and store it in your data lake
• Built from 3rd party tools with heavy emphasis on audience, customer
and device identity management
Convert to standardized
data model
Contact information
normalized & validated
Lookup/Assign/Update
unique ID
Unique ID linked to
alternative devices
Data suppression
record flagging
Add to customer
data platform
Real-Time Data
Management

Unleashyourreal-timedecisioning game
Introducing machine learning to your decisioning systems
Decision based on
real-time profile
winning content
update/
maintain
over time
API
Machine
Learning
RULES
D E C I S I O N C L O U D
D A T A
L A K E
Martech
Business Rules
Segmentation
Siloed human decisioning, even with the best data, is limiting
and requires significant time and money to maintain
Simplify and integrate with all of your current decisioning
systems so you have a unified decision engine that sets you up
to win, regardless of channel

Simplifyyourdatastructureandget it readyforreal-time
A lot of companies have siloed marketing structures and
fragmented architectures that look like this.
Simplify and integrate with your current digital ecosystem
so you have a unified decision engine that sets you up to win.
Customer Engagement Data Platform
Data ingestion
Marketing Team Customer Experience
Business intelligence
& analytics
Campaign
Management
Application & Customer
Touchpoints
Reporting
Machine
Learning
Segment Offer Mix
Customer
Journey
Content Cache
Decision
Engine
Modeling

Digital ExperienceLandscape
Digital Channels
Presentation and Delivery: Caching | CDN | Streaming | Vanity and Redirects | Syndication (RSS, XML)
Campaign Servicing
Audience
Management
• Single view of customer
• Customer analysis
• Contact lists
• Segmentation
• Lead Capture
• DMPs
Real Time
Decisioning
• AB and MVT
• Dynamic Delivery
• Recommendations
• Personalization
• Targeting
• Re-targeting
Web Content Management
DAM
Search
E-Commerce
Transactional
Systems
• Information
access
• Business process
• Personal
communications
Account and
Profile
Management
• Opt in/out
• Update
address
Notifications
Analytics and Reporting
Integration Services: Mobile App Services | APIs | Integrations – ESB | Web Services | ETL | App Caching IAM/UPM: Social | Internal
Data: CRM | Analytics Repository | Data Lakes| 1st Party Data & MDM| 3rd Party Data Services: 1st and 3rd Party Services
Collection Predictive Analysis
Reporting and
Visualization
Personalization Engine
Mobile Apps Web Social Media Email
Social
SMS
Data Aggregation
and Correlation
Trends and Insights
Multi-Channel Campaign Execution | Ad buys | Content Publishing | DPS
Chat
Ad Exchanges
E-Sign
Data
Decisions
Delivery

22
/
/
Ideate Prototype Scale Operate
Build
MVP
Build MVP
Pilot
Critical
Assumptions Met?
• Evaluate Partner Strategic Fit
• Define advantageous
partnership terms
Partner
OperateScaleCreate
Idea
Augment Future State Vision
Develop Business Case
Conduct Market Scanning
Harden
Solution
Test & Iterate
Support
Upgrade
& Enhance
Buy
• Conduct Vendor Due
Diligence / Demo
• Validate Technology
Build
• Create User Stories
• Design Solutions
?
It’saDeliveryCulture,NotaSingle-Shotimplementation

This publication contains general information only, and none of the member
firms of Deloitte Touche Tohmatsu Limited, its member firms, or their related
entities (collective, the “Deloitte Network”) is, by means of this publication,
rendering professional advice or services. Before making any decision or taking
any action that may affect your business, you should consult a qualified
professional adviser. No entity in the Deloitte Network shall be responsible for
any loss whatsoever sustained by any person who relies on this publication.
As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary
of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description
of the legal structure of Deloitte USA LLP, Deloitte LLP and their respective
subsidiaries. Certain services may not be available to attest clients under
the rules and regulations of public accounting.
Copyright © 2017 Deloitte Danışmanlık A.Ş.
All rights reserved. Member of Deloitte Touche Tohmatsu Limited
Thank you.
Erdem Ilhan
Head of Digital Experience Solutions
Contact: eilhan@deloitte.com
https://www.linkedin.com/in/erdemilhan/

Hacking The Digital Experience Landscape

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