So you have (or want) a CDP What are you going to do with it? 25 September | TFM 2019 JAMES ALTY MD, APTECO
Apteco Apteco 100’s of Warwick Independent B2C Marketing Suite customers & Frankfurt Software B2B FastStats, 1000’s of users Sydney Vendor founded NFP PeopleStage, Orbit Rotterdam in 1987 www.apteco.com
James Alty Managing Director James is a technologist with over 30 years’ experience in the marketing analysis and automation arenas. As Founder and MD of Apteco, James leads the business designing, developing and supporting the Apteco Marketing Suite™ for thousands of users worldwide and is responsible for aligning developments with commercial requirements www.apteco.com
Annual trend report Survey of technicians, marketers, partners & users of the Apteco Marketing Suite www.apteco.com
What is a CDP? Customer Data Platform “ A Customer Data Platform is packaged software that creates a persistent, unified customer database that is accessible to other ” systems. Research shows that only 16.9% of organisations use a Customer Data Platform www.apteco.com
www.apteco.com Downstream Channels Which marketing channels do you use? Email 96% Direct mail 80% 79% Contact centre Social 61% 53% SMS / messaging / push Programmatic / display Bi-directional near 38% 33% Customer reviews real time 26% Other connection to each I don't know 2% channel 2018
So how do I use it? www.apteco.com
Targeting & analysis www.apteco.com
Targeting & analysis the challenge “ I want to make informed decisions based on insights from my data” “I don’t want to assume I already know everything about my customers” www.apteco.com
www.apteco.com Targeting & analysis research We can target every communication with pinpoint accuracy using the most appropriate channel mix, optimised for each individual customer. 746% That’s allowed us to generate higher revenues on every single communication and ensured that our customers enjoy the best customer experience. ROI achieved
Targeting & analysis techniques Mining a wide range of customer data to pinpoint the ideal audience for the right marketing campaign Data What is storytelling their sentiment? Who are Campaig my top n customers? Where targeting are they? www.apteco.com
Personalisation www.apteco.com
Personalisation the challenge “I want to personalise each and every customer experience” “I don’t want to send mass communications” www.apteco.com
www.apteco.com Personalisation research What is your level of personalisation maturity? Minimal Multiple standard content templates Personalised content blocks in templates Hyper-personalisation Don't know 34% 31% 31% 30% 28% 22% 3/10 8% organisations are using 7% 6% 4% minimal personalisation 2017 2018
Personalisation techniques Recognising Individuality Use customer data to efficiently control the myriad of content variants for each individual – personalise copy / image / content Ensuring all Personalise the offer marketing Best next offer / price / channel / time / etc. communications Separate audience selection from customisation / personalisation & testing are timely & Understand preferences relevant & behaviour Needs a high-quality view of customer Use Modelling & AI to Profile / models / a pinch of AI improve your campaigns www.apteco.com
Customer journey www.apteco.com
Customer journey the challenge “ I want customers to get the most relevant communication based on where they are in their customer journey” “I don’t want my customers to receive untimely, irrelevant communications” www.apteco.com
www.apteco.com Customer journey research What are the most important trends in 2019? Data story telling 80% Customer journey 67% Privacy Real-time Omni-channel 40% 80% 38% Improving customer experience 34% 30% Sorting out the complexity of the 27% 23% marketing stack AI / machine learning 14% Marketers say customer journey Programmatic / display is the most important topic Conference 2018
Customer journey techniques Identify each customer’s position during their customer journey and ensure they always receive carefully targeted and relevant communications. Plan marketing for customer journeys by overall stage and segment Ensure bi-directional integration to downstream Design a conversation channels between your organisation and the recipient Customer journeys are multi-layer – the overall journey with Identify each customer’s position the brand and the in their journey and ensure current interaction Ensure you have carefully targeted and relevant suitable exit & communications connection paths Implement for customer customer journeys behaviour as multi-wave campaigns www.apteco.com
Omni-channel www.apteco.com
Omni-channel the challenge “ I want my customers to receive consistent messages no matter what channel or touch point they choose to use” “I need to move away from single channel, single step campaigns” www.apteco.com
www.apteco.com Omni-channel research How would you classify your communication strategy? Single channel only Multi-channel with separate campaigns Multi-channel within a single campaign Omni-channel Other 41% 36% 34% 31% 4/10 22% 14% 14% marketers cited omni-channel 6% 4% marketing as a key initiative 2% 2% 1% 2017 2018
Omni-channel techniques Design and deliver Measure response successful and use as part of campaigns that Who Determine your optimisation take advantage of your audience processes every possible touchpoint during the customer journey. What Measure Create the offer and Integrate the delivery to content for each segment / the downstream channels How channel combination www.apteco.com
Segmentation www.apteco.com
Segmentation the challenge “ I want to build personas of different customer groups so that I can tailor campaigns with the right messages and relevant promotions” “I don’t want to put all my customers in one basket” www.apteco.com
www.apteco.com Segmentation research The platform also enabled Everton FC to understand and segment their fans into attitudinal groups. This allowed personalisation of marketing efforts designed to appeal to the attitudes and behaviour of each fan segment, which increased open and conversion rates. 16% The data intelligence derived from the Club’s use of FastStats also led to the introduction of new pricing models to retain younger fans. Increase in retention, 85% of high-risk customers renewed.
Segmentation techniques Maximising the performance of your campaigns by creating and Create aggregations and indicators delivering personalised communications. Use decision tree, Use control groups for clustering and scoring every campaign and banding Downstream channels deploy segmented content Create point-in-time Prepare marketing segments specific content Track segment movement over time Describe and document your segments www.apteco.com
Predictive analysis and AI www.apteco.com
Predictive analysis and AI the challenge “ I want to know who my customers are, what they look like, and what they might want to purchase next ” “I don’t want to send offers to my customers that they are never likely to need or want” www.apteco.com
www.apteco.com Predictive analysis and AI research How much has AI contributed to your business? 8% 31% We haven't started yet 30% Not at all Limited areas Only It really drives our marketing 8% 31% respondents reported AI was driving their marketing
Predictive analysis and AI techniques Selecting content / Data driven insights to recommendations improve campaign performance. Chatbots Optimise send time AI Building Dynamic / personalised pricing segments Optimise Automatic creation of channel campaigns from templates T argeting ads / programmatic www.apteco.com
Automation www.apteco.com
Automation the challenge “ I want fully automated, event-triggered campaigns that free up my time for other work” “I don’t want manual, time consuming campaigns” www.apteco.com
www.apteco.com Automation research Automated journeys have freed up around 15% of the CRM team time to focus more on analysis and campaign evaluation. The robust and sustainable platform ensures email communications are smarter, more timely and targeted, which in turn results in higher 15% engagement. The ability to automate complicated customer journeys coming on sale, has also increased. Freed up 15% of CRM team’s time
Automation techniques Top 10 The smart, efficient campaigns way of getting the Reactivation: incentivise Shopping cart right message in inactive customers abandonment front of the right customer at the Regional events right time. by drive time Birthday mailing Weather Welcome dependent messages Planned Purchase Cross / Up-selling Support Best Next Churn Offer prevention www.apteco.com
Optimisation www.apteco.com
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