Spanning the digital divide throughout the customer lifecycle
A presentation at Automation Day by Ruth Cheesley
Spanning the digital divide throughout the customer lifecycle Ruth Cheesley - Mautic Project Lead @ Acquia @RCheesley
@RCheesley
Photo by Annie Spratt on Unsplash @RCheesley
@RCheesley
@RCheesley
@RCheesley
Image by fancycrave1 from Pixabay 85% 75% 6x higher transaction rates with personalised emails. Source: MarketingLand, 2013 of consumers are more likely to buy from a retailer that recognises them by name, recommends options based on past purchases, OR knows their purchase history. Source: EConsultancy, 2020 of consumers, where the homepage was personalised with promotions that were directly relevant to them, were influenced to make a purchase as a result. Source: Kibo, 2017
ACQUIRE RETAIN Target the right offers and messages to maximise margin and retention Acquire customers at a lower cost; boost effectiveness of digital advertising ENGAGE @RCheesley Increase customer engagement & increase sales volume
ACQUIRE RETAIN Target the right offers and messages to maximise margin and retention Acquire customers at a lower cost; boost effectiveness of digital advertising ENGAGE @RCheesley Increase customer engagement & increase sales volume
ACQUIRE RETAIN Target the right offers and messages to maximise margin and retention Acquire customers at a lower cost; boost effectiveness of digital advertising ENGAGE @RCheesley Increase customer engagement & increase sales volume
@RCheesley
Companies have multiple ways to interact with their customers, from acquisition, conversion, growth to servicing their needs in both online and offline channels These interactions happen through siloed systems where the same customer may have many duplicate identities The winning strategy for the modern enterprise is to treat customers individually at scale. This requires an holistic view of the customer including single identity, behaviour and analytics. POS @RCheesley Ecomm Loyalty Call Center Email Web Mobile Youtube Facebook
@RCheesley
@RCheesley
@RCheesley
@RCheesley
@RCheesley
MESSAGING ● Special occasion campaigns ● Personalised recommendations ● Localised invitations to in store events ● Loyalty card scheme ● In-store personalisation ● Intent-based offers
Image by YkleduY ABH from Pixabay @RCheesley CONTENT ● Personalised website content ● Cart abandonment campaigns ● Browse history informing content ● Location-specific content ● ‘Personal shopper’ profile ● Customer wishlist/favourites
Image by YkleduY ABH from Pixabay OFFERS ● Drive in-store visits with exclusive offers to ‘warm leads’ ● Deeper discounts to customers you may lose, lighter offers for regular customers ● Tailor offers based on behaviour - cart abandonment, browsing behaviour etc @RCheesley
Single, unified customer profile Create a single source of truth (customer data platform) that spans all places your customer interacts with you. @RCheesley Strategy to gain trust & deliver value Plan your marketing strategy around the customer. What value are you giving them for their data? Tools to deploy resources quickly Multi-channel campaigns Ensure your tools integrate with the data platform and allow you to quickly deploy personalised experiences Ensure your orchestration tool allows you to create multi-channel personalised campaigns Personalised Digital Experience When all these pieces are in place, you are well positioned to start personalising the whole customer journey across online and offline experiences Start small, and build iteratively, ensuring that you are always delivering value to the customer and the business.
Mautic Project Lead, Acquia ruth.cheesley@acquia.com mautic.org acquia.com noti.st/rcheesley for slides & resources @RCheesley
As the focus in marketing worlds has shifted toward providing a ‘digital experience’, how do we truly deliver on this promise across different channels?
In this session we will unpack what is meant by the ‘digital experience’, and explore some of the challenges that organisations face when spanning the offline/online digital divide throughout the customer lifecycle.
We will dig into the components that are needed in your Martech stack to truly offer a consistent, personalised experience to your customers throughout their journey with your organisation, and where marketing automation fits into all of this.
Resources
The following resources were mentioned during the presentation or are useful additional information.
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Mautic
Mautic is an Open Source Marketing Automation tool that helps businesses automate their repetitive marketing tasks such as lead generation, contact scoring, contact segmentation, marketing campaigns, and to personalise the digital experience across multiple channels.
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What is Mautic?
A short video explaining what Mautic is.
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Acquia Campaign Studio
Acquia Campaign Studio is a fully-featured cross-channel orchestration solution that enables organisations of all sizes to orchestrate and deliver individually personalised experiences at scale. Acquia Campaign Studio helps teams gather important contact information, optimise and template campaigns, and report on results. No other solution compares to Acquia Campaign Studio’s modern and flexible design which provides team members the freedom to move quickly and adapt easily to changing business needs.
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Apache Unomi
Apache Unomi™ (pronounced “You know me”) is a Java Open Source customer data platform, a Java server designed to manage customers, leads and visitors data and help personalise customers experiences while also offering features to respect visitor privacy rules (such as GDPR)
