CDP What are you going to do with it? 25 September | TFM 2019 - - PowerPoint PPT Presentation
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 100s of Warwick Independent B2C Marketing Suite customers & Frankfurt Software B2B FastStats, 1000s
So you have (or want) a
25 September | TFM 2019
JAMES ALTY MD, APTECO
What are you going to do with it?
www.apteco.com
Apteco
Independent Software Vendor founded in 1987 Apteco Marketing Suite
FastStats, PeopleStage, Orbit
100’s of customers & 1000’s of users Warwick Frankfurt Sydney Rotterdam B2C B2B NFP
www.apteco.com
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
Managing Director
www.apteco.com
Annual trend report
Survey of technicians, marketers, partners & users of the Apteco Marketing Suite
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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
Customer Data Platform
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Downstream Channels
Bi-directional near real time connection to each channel
96% 79% 61% 80% 53% 38% 33% 26% 2% 2018
Which marketing channels do you use?
Email Direct mail Contact centre Social SMS / messaging / push Programmatic / display Customer reviews Other I don't know
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Targeting & analysis
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Targeting & analysis
“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”
the challenge
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Targeting & analysis
research
ROI achieved
We can target every communication with pinpoint accuracy using the most appropriate channel mix, optimised for each individual customer. That’s allowed us to generate higher revenues
experience.
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Targeting & analysis
techniques
Mining a wide range of customer data to pinpoint the ideal audience for the right marketing campaign Who are my top customers? What is their sentiment? Data storytelling Campaig n targeting Where are they?
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Personalisation
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Personalisation
“I want to personalise each and every customer experience”
“I don’t want to send mass communications”
the challenge
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Personalisation
research
minimal personalisation
31% 31% 28% 22% 30% 34% 8% 7% 4% 6% 2017 2018
What is your level of personalisation maturity?
Minimal Multiple standard content templates Personalised content blocks in templates Hyper-personalisation Don't know
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Personalisation
techniques
Ensuring all
marketing communications
are timely & relevant
Recognising Individuality
Use customer data to efficiently control the myriad of content variants for each individual – personalise copy / image / content
Personalise the offer
Best next offer / price / channel / time / etc. Separate audience selection from customisation / personalisation & testing
Understand preferences & behaviour
Needs a high-quality view of customer
Use Modelling & AI to improve your campaigns
Profile / models / a pinch of AI
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Customer journey
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Customer journey
“I want customers to get the most relevant communication based on where they are in their customer journey”
the challenge
“I don’t want my customers to receive untimely, irrelevant communications”
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Customer journey
research
Marketers say customer journey is the most important topic
40% 80% 30% 34% 38% 67% 23% 27% 14% Conference 2018
What are the most important trends in 2019?
Data story telling Customer journey Privacy Real-time Omni-channel Improving customer experience Sorting out the complexity of the marketing stack AI / machine learning Programmatic / display
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Customer journey
techniques
Identify each customer’s position during their customer journey and ensure they always receive carefully targeted and relevant communications.
Customer journeys are multi-layer – the
the brand and the current interaction Plan marketing for customer journeys by
Design a conversation between your organisation and the recipient Implement customer journeys as multi-wave campaigns Ensure bi-directional integration to downstream channels Ensure you have suitable exit & connection paths for customer behaviour Identify each customer’s position in their journey and ensure carefully targeted and relevant communications
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Omni-channel
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Omni-channel
“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”
the challenge
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Omni-channel
research
marketers cited omni-channel marketing as a key initiative
6% 31% 41% 22% 36% 34% 14% 14% 2% 1% 2% 4% 2017 2018
How would you classify your communication strategy?
Single channel only Multi-channel with separate campaigns Multi-channel within a single campaign Omni-channel Other
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Omni-channel
techniques
Design and deliver successful campaigns that take advantage of every possible touchpoint during the customer journey.
Determine your audience Create the offer and content for each segment / channel combination What Who Integrate the delivery to the downstream channels How Measure response and use as part of your optimisation processes Measure
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Segmentation
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Segmentation
“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”
the challenge
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Segmentation
research
Increase in retention, 85% of high-risk customers renewed.
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. The data intelligence derived from the Club’s use of FastStats also led to the introduction of new pricing models to retain younger fans.
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Segmentation
techniques
Maximising the performance of your campaigns by creating and delivering personalised communications.
Create aggregations and indicators Use decision tree, clustering and scoring and banding Create point-in-time segments Track segment movement over time Describe and document your segments Prepare marketing specific content Downstream channels deploy segmented content Use control groups for every campaign
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Predictive analysis and AI
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Predictive analysis and AI
“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”
the challenge
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Predictive analysis and AI research
respondents reported AI was driving their marketing
31% 31% 30% 8%
How much has AI contributed to your business?
We haven't started yet Not at all Limited areas It really drives our marketing
Only
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Predictive analysis and AI
techniques
Data driven insights to improve campaign performance.
Chatbots
AI
Selecting content / recommendations Optimise send time Building segments Optimise channel T argeting ads / programmatic Automatic creation of campaigns from templates Dynamic / personalised pricing
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Automation
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Automation
“I want fully automated, event-triggered campaigns that free up my time for
“I don’t want manual, time consuming campaigns”
the challenge
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Automation
research
Freed up 15% of CRM team’s time
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
complicated customer journeys coming
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Automation
techniques
The smart, efficient way of getting the right message in front of the right customer at the right time.
Best Next Offer Birthday mailing Churn prevention Top 10 campaigns Welcome messages Cross / Up-selling Reactivation: incentivise inactive customers
Shopping cart abandonment
Regional events by drive time Planned Purchase Support Weather dependent
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Optimisation
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Optimisation
“I want to optimise how and when I communicate with each individual customer to ensure the best possible engagement”
“I don’t want to send campaigns just because I decided I was ready to broadcast”
the challenge
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Optimisation
research
Approximately
55% 69% 77% 70% 68% 46% 26% 58% Conference 2018
In what areas do you hope AI will add value to your marketing?
Auto creation of campaigns from templates Building segments Selecting content / recommendations Optimise send time Optimise channel Dynamic / personalised pricing Chatbots Targeting ads / personalised pricing
would add value to their marketing
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Optimisation
techniques
Create multiple customer journey campaigns Design each to have best effect for that journey Use optimisation to choose the most appropriate journey for each recipient Reserve recipients for the interactions of the most appropriate journey
Optimise campaigns based
priorities and individual suitability
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Ensure integration of customer identity with 1st / 2nd / 3rd party data Automate every part possible and leave it running Use data from all your sources to drive marketing Use the corporate memory reflected by the CDP to improve your abilities Use control groups to measure your results and use insights to refine your activities Two-way integration with downstream channels is essential to listen and learn Use aggregation, modelling and AI techniques to enrich your customer, transactional and behavioural data
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For further information on the Apteco Marketing Suite please feel free to contact me:
+44 (0)1926 407 565 james.alty@apteco.com @jamesalty
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