Upload
salesforce-marketing-cloud
View
261
Download
3
Embed Size (px)
DESCRIPTION
Join us to learn how one major retailer observes customer behavior across the journey to infer preferences—and applies the data to provide personalized experiences. This includes predictive content on the web and in email, as well as journeys triggered by site behavior, such as abandoned carts or abandoned browse. In just the first month of implementation, this retailer achieved a 200% ROI from personalized content on the web and delivered recommendations in millions of marketing emails per week.
Citation preview
Track: Customer Journey Showcase
#CNX14
#CNX14
Predicting Success: Achieving ROI from Personalized Content across the Customer Journey
Sears Canada: Amanda Pereira, Manager Strategic Email and Affiliate MarketingSalesforce ExactTarget Marketing Cloud: Matt Coffman, Director, Product Management
Track: Customer Journey Showcase
#CNX14
1 2 3
The customer journey has
changed. More communication channels, more
customer options, more interactions.
Huge amounts of data are available, but are often siloed
or difficult to use
To connect with consumers, you need meaningful messages at key
moments
Today’s Challenges
Track: Customer Journey Showcase
#CNX14
What is the Customer Journey?
Track: Customer Journey Showcase
#CNX14
Explosion of Channels + Data
Track: Customer Journey Showcase
#CNX14
Harvard Business Review webinar, McKinsey & Co, September 2013
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Sears Customer Persona
Track: Customer Journey Showcase
#CNX14
Stacie’s Customer Journey
Track: Customer Journey Showcase
#CNX14
Stacie’s Customer Journey
Track: Customer Journey Showcase
#CNX14
Predictive Content for the Journey
Track: Customer Journey Showcase
#CNX14
Price Trigger 2.8x the open rate
4.3x the click rate
Track: Customer Journey Showcase
#CNX14
Abandoned Cart Trigger2.7x the open rate
5.8x the click rate
Track: Customer Journey Showcase
#CNX14
Biggest Challenges for Sears Canada
• Incomplete picture of journey and preferences
• One-to-many communications
• Stale data = Missed opportunities
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Challenge 1: An Incomplete Picture
• Subscription preferences change (or are never set)
• Disparate data prevents full customer profiles
Track: Customer Journey Showcase
#CNX14
Takeaway 1: Combine Holistic View + Real-Time Access
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Challenge 2: One-to-Many Communications
• Extreme customer diversity
• Many, varied products and services
• Manual customization is unmanageable
• Constant balance of relevancy vs. scalability
Track: Customer Journey Showcase
#CNX14
Takeaway 2: Observe Behavior + Act in Real-Time
• Predictive, Automated customization across channels
• Content grows more relevant with each click
• Profile built from multiple data inputs
• Phenomenal ROI
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Challenge 3: Missed Opportunities from Stale Data
• Limited methods to segment lists
• Manual segmentation based on general assumptions
• Customers often receiveirrelevant campaigns
Track: Customer Journey Showcase
#CNX14
Takeaway 3: Right Content + Key Moments
• Browsing behavior refines campaigns
• Engaging content isn’t always enough
• Identify key moments in the customer journey
Cart abandonment
2.7x open rate / 5.8x click rateBrowse abandonment
2.7x open rate / 4.3x click ratePrice (drop alert) trigger
2.8x open rate / 4.3x click rate
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
In U.S., $83 billion lost to poor customer experiences each year
The State of Marketing, IBM, 2013
Track: Customer Journey Showcase
#CNX14
Single View of the Customer
• Identify your customer wherever they interact
• Get to know your customer through the data
Track: Customer Journey Showcase
#CNX14
Data Driven Content
• Develop content from your cross-channel view of each customer
• Give individuals what they want, they will respond
Track: Customer Journey Showcase
#CNX14
Be in the Moment
Connect during the moments that matter
• Identify those critical moments
• Listen and act in real-time
Track: Customer Journey Showcase
#CNX14
Evaluate your data practices – how you
collect it, from where, etc. and find partners who can help you fill
the gaps.
Collect and organize your data to make it
useful and productive.
Use insights and take action, at the right time, to be relevant to each
individual customer.
1 2 3
Next Steps
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Questions?
Track: Customer Journey Showcase
#CNX14
• 1:1 journeys across channels and devices• Premium experiences throughout the marketing lifecycle • 360-degree view of your customer • When it comes to your customers, every moment matters
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!$500
#CNX14
Best BuyGift Card
$50Starbucks
Gift Card
Join the Conversation!
#CNX14