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INCREASING CUSTOMER ENGAGEMENTWith Akamai Identity Cloud
John O’Brien Mayur Upadhyaya
Musgrave Retail Partners
PRESENTERS
Loyalty Reporting & Data [email protected]
Sr Product Line [email protected]
Musgrave Retail Partners Akamai
Janrain pioneered the Customer Identity landscape
Named a Customer Identity and Access Management (CIAM) leader
in 2017 Forrester Wave™ Report
Named as the overall leader in 2018 Customer Identity Leadership
Compass
Giving end-users control and choice over their data and how it is used
Accelerating sustained compliance of GDPR for their customers
Enhancing digital trust
Privacy: a strategic imperative
JANRAIN ACQUIRED IN Q1 2019
What is Identity Cloud?
Identity Cloud increases the user’s security and privacy, while improving end user engagement and thus brand loyalty
Customer Identity & Access Management consists of three values:
Reducing friction in the registration journey; by scaling & performing without latency and allowing customers to bring their own identity
Offloading & simplifying the management of customer profiles, opt-ins, logins and registrations while de-siloing identity architecture
Protecting & securing end user data and password
Introducing
IDENTITY CLOUD
At the heart of a customer-centric approach
IDENTITY & TRUSTCustomer Identity
& Access Management
Regulation &
Compliance
DigitalTransformation
Omnichannel, IoT &
Personalisation
Marketing to one
COMMUNICATIONS MATURITY
Diagram Credit AGILE customer insight
Agility Level of Analytics
ChannelChoices
Level ofEngagement
At H
ome
In S
tore
Mob
ile
Ann
ounc
eTa
rget
edD
ialo
gue
MASS COMMUNICATION
above the line promotions
TARGETED COMMUNICATION
below the line targeted marketing
HISTORIC SEGMENTATION
using historic behavior
PROPENSITY MODELLING
historic data and propensity modelling to
drive predictions
RIGHT TIME & CUSTOMER SELECTED
right customer at right time - based on preference and
behaviours
Why customer identity is critical
IDENTITY CHALLENGE
DIGITAL ECONOMY
● 3.8B out of 7.5B people are digitally connected
● 5M mobile applications
● 1.2B websites
● 6.4B connected things
MARKETING TO ONE
● 4000 marketing companies in 49 categories
● Multiple views of customer
● Unpersonalised campaigns
DATA GOVERNANCE
● 1000s of silos of customer data
● 100s of consumer data protection regulations
● Up to 4% WW annual turnover in penalties for non-compliance
IDENTITY SECURITY
● 4.5M breached identities per day
● 7B breached identities since 2013
● >80% f/bad actors
● >60% f/compromised credentials
Homegrown Solution
Can’t Tailor Campaigns
Marketing to One or Many?
Adding New Channels Takes Months
Multiple Logons (Friction)
Multiple Data Stores
Can’t SeeTrends
Why customer identity is critical
RETAIL IDENTITY CHALLENGE£
£
£
£
££
£
££
£
£
£
£
£
£
££
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£
Diagram Credit Amido Ltd
#EdgeWorld2019© 2019 AKAMAI
IntroducingSeamlessShopping
1.The Musgrave business2.Our Data/Digital Journey3.Seamless shopping and the Janrain
Identity Cloud
Musgrave is a 140 year-old, sixth generation Irish family business
We feed 1-in-3 people on the island of Ireland every day
We are the second largest private sector employer in the country
We are the leading grocery retail and wholesaler on the Island of Ireland
OUR BRANDS
1.The Musgrave business2.Our Data/Digital Journey3.Seamless shopping and the Janrain
Identity Cloud
OUR DATA/DIGITAL JOURNEY
Digital Journey
Core Loyalty Programme
(2009)
CRM Programme(2011)
Advanced Analytics
(2013)
Janrain Identity Partnership
(2015)
Seamless Shopping
Our Data
#EdgeWorld2019© 2019 AKAMAI
LoyaltyProgramme
Loyalty Programme
(2009)
CRM Programme
(2011)
Advanced Analytics
(2013)
Janrain Partnership
(2015)Seamless Shopping
#EdgeWorld2019© 2019 AKAMAI
CRM Programme
Loyalty Programme
(2009)
CRM Programme
(2011)
Advanced Analytics
(2013)
Janrain Partnership
(2015)Seamless Shopping
#EdgeWorld2019© 2019 AKAMAI
Advanced Analytics
Loyalty Programme
(2009)
CRM Programme
(2011)
Advanced Analytics
(2013)
Janrain Partnership
(2014)Consumer Analysis
Analytics Platform
Basket Analyser
Event Impact
AnalyserCustomer
Profiler
Item Discontin
-uation
Customer Migration Tracker
Request Scorecard
New Product Tracker
Switching Analyzer
Sales Driver Report
Customer Trends
1.The Musgrave business2.Our Data/Digital Journey3.Seamless shopping and the Janrain
Identity Cloud
Customer Identity
SHOPPER GENOME
Diagram Credit McKinsey and Co
IDENTITY CLOUD
IDENTITY CLOUD
AkamaiIdentity
Cloud®AAk
AkamaiIdentityCloud®Identity Cloud
Cloud Directory
Identity Cloud
FINE GRAINED ACCESS CONTROLApplications
Email Service Provider
Loyalty
Analytics Engine
UUID
First Name
Last Name
Date of Birth
Gender
Opt-ins
Interests
Post Code
Authorisation
ServicePurchaseAwareness Planning Loyalty
Physical Touchpoints
Digital Touchpoints
Advertising
Digital Shopping List
Augmented Reality
Scan & Go
Email with offers
VoiceShopping
Handbill
On Line shopping
On line delivery
Tills – app vouchers, contactless payment
OmnichannelContact Centre
Loyalty App Digital
vouchers
Cashback in the mail
App vouchers
Interactions with store
staff
Touchpoints in
SEAMLESS SHOPPING
Analyse
ImproveConnect
CUSTOMER CENTRIC
Business Layer• Modern Architecture• Data Platform• ML, AI and IoT
Culture – Business and IT • Agile• DevOps• SRE
Technology• Hybrid • Scalable, Resilient• Secure & Compliant
Customers
Reference Architecture
MUSGRAVE DATA LAKE
Datastores
Logs
Sensors
Social
File Data
DB Data
ETL
API
Data Lake
eCommerce platform
Marketing automation
Preference center
Cloud directory
Data connectorFederated
login
$Loyalty
Web clients
DDoS / WAF
Web performance
Edge platform
IdentityIdentity
Identity
Identity
Consumed by:
● Customers
● Enterprise
● Business
Analysts
● Data Analyst
● Data Science
Voice DevicesVision
Emerging touchpoints
BEING IN THE RIGHT PLACE
Q&A
LEARN MORE: Identity Cloud | Customer Access & Identity Management (CIAM)
Leverage Your Customer Identities with Akamai Identity CloudToday, 2:00 – 2:40 pm | Security Theater (Expo)
