Marketing & CRM Trends Manuel Hinz & Dr. Markus Wuebben

Transcription

1 Marketing & CRM Trends 2018 Manuel Hinz & Dr. Markus Wuebben

2 I. Relationships Are a Journey Through Different Stages.

3 I. Discovery Relationship The First Look Somebody s catching your eye.

4 I. Discovery Relationship The Relationship Living through moments.

5 Moments create relationships ads do not.

6 I. Discovery Relationship Customer-initiated moments. Business-initiated moments.

7 I. Discovery Relationship Customer-initiated moments Business-initiated moments

8

9 II. The Way to Get There.

10 II. Hype Cycle Data Decision Delivery Hype Cycle

11 Hype Cycle Data Decision Delivery

12 Hype Cycle Data Decision Delivery

13 II. Hype Cycle Data Decision Delivery Data-Driven Marketing Sources Cross-Device Identification IoT Processing Customer Data Platforms Data Management Platforms

14 II. Hype Cycle Data Decision Delivery Data-Driven Marketing Sources Processing Cross-Device Identification IoT Customer Data Platforms Data Management Platforms - collecting, analyzing, and applying user/customer data to marketing efforts - data includes user data, product data, order data, behavioral data - accounts for customers wants, needs, contexts, behaviors, and motivations

15 II. Hype Cycle Data Decision Delivery Data-Driven Marketing Sources Processing Cross-Device Identification IoT Customer Data Platforms Data Management Platforms - connect activities of individual customer or prospect across devices and channels - deterministic vs. probabilistic methods

16 II. Hype Cycle Data Decision Delivery Data-Driven Marketing Sources Processing Cross-Device Identification IoT Customer Data Platforms Data Management Platforms Bluetooth Beacons - tracking for mobile devices - especially in an indoor environment Wearables - connect physical and digital environments - enable to record, process, and exchange biometric and ambient information

17 II. Hype Cycle Data Decision Delivery Data-Driven Marketing Sources Cross-Device Identification IoT CDP Deep Dive Processing Customer Data Platforms Data Management Platforms David M. Raab Founder CDP Institute

18 Hype Cycle Data Decision Delivery

19 II. Hype Cycle Data Decision Delivery Timing Event-Triggered Marketing Real-Time Marketing Intelligence Predictive Analytics Artificial Intelligence Logics Multidimensional Campaign Segmentation Personalization

20 II. Hype Cycle Data Decision Delivery Timing Event-Triggered Marketing Real-Time Marketing Intelligence Predictive Analytics Artificial Intelligence - user/customer activities as triggers - real-time campaigns Logics Multidimensional Campaign Segmentation Personalization

21 II. Hype Cycle Data Decision Delivery Timing Intelligence Logics Event-Triggered Marketing Real-Time Marketing Predictive Analytics Artificial Intelligence Multidimensional Campaign Segmentation Personalization - interpret and respond to opportunities within time frames that provide business advantage (immediacy affects relevance) - tools, technologies, and processes that monitor and analyze information in real time

22 II. Hype Cycle Data Decision Delivery Timing Event-Triggered Marketing Real-Time Marketing Intelligence Predictive Analytics Artificial Intelligence - analytical models derived from data - anticipates future behavior or estimates unknown outcomes Logics Multidimensional Campaign Segmentation Personalization

23 II. Hype Cycle Data Decision Delivery Timing Intelligence Logics Event-Triggered Marketing Real-Time Marketing Predictive Analytics Artificial Intelligence Multidimensional Campaign Segmentation Personalization - systems that change behaviors without being explicitly programmed - based on data collected and usage analysis - machine learning, deep learning, natural-language processing

24 II. Hype Cycle Data Decision Delivery Timing Event-Triggered Marketing Real-Time Marketing Intelligence Predictive Analytics Artificial Intelligence - grouping of audiences/ customers/consumers - value-/needs-based segmentation Logics Multidimensional Campaign Segmentation Personalization

25 II. Hype Cycle Data Decision Delivery Timing Intelligence Logics Event-Triggered Marketing Real-Time Marketing Predictive Analytics Artificial Intelligence Multidimensional Campaign Segmentation Personalization - accounts for customers wants, needs, contexts, behaviors, and motivations - based on demographic, psychographic, behavioral, geographic, and transactional data - tailor content, offers, and interactions (timing, frequency, channel)

26 Recommendations Choose the right product matching the needs of the individual user. Promotions & Specials Get the users attention on the perfect-fit promotion. 1:1 Messaging Catch the user with direct 1:1 messages, based on the customer journey. Dynamic Segments Distinguish, using machine learning, between permanent and temporary interests. Which data can be used for personalized OnSite targeting? CDP Data (CrossEngage) OnSite behaviour (Marketing) Channel Weather Data Geo Data Offsite Customer Journey Purchase history Login Data Demographics Special needs Search Data and many more

27 A/B Testing is a major instrument of verifying your theorem. Understand your data to control your actions!

28 Verify Be aware of each goal you are trying to achieve with each campaign you are running. Verify these goals with the results being measured. Verification can just be done with a valid and elaborated tracking! The process will never end. Analyse (& Share) Analyzation also means pushing gathered information/data back to all used tools. Use the strength of each tool, there isn t the one Swiss army knife! Personalize Display each user the right message at the right moment. Take control instead of being controlled!

29 Hype Cycle Data Decision Delivery

30 II. Hype Cycle Data Decision Delivery Multichannel Marketing Programmatic Direct Advertising Channels Programmatic TV Advertising Virtual Assistants

31 II. Hype Cycle Data Decision Delivery Multichannel Marketing Channels Programmatic Direct Advertising Programmatic TV Advertising Virtual Assistants - campaign management orchestrating multiple channels - build one-to-one relationships with customers - mimic an ongoing conversation with purpose, context, and an understanding of previous and potential future interactions

32 II. Hype Cycle Data Decision Delivery Multichannel Marketing Channels Programmatic Direct Advertising Programmatic TV Advertising Virtual Assistants - automate trading and real-time placement of direct digital advertising - fixed price for a guaranteed number of impressions - exclusive placements

33 II. Hype Cycle Data Decision Delivery Multichannel Marketing Channels Programmatic Direct Advertising Programmatic TV Advertising Virtual Assistants - application of real-time digital automation and algorithmic techniques - planning, trading, and insertion of commercials into TV shows

34 II. Hype Cycle Data Decision Delivery Multichannel Marketing Channels Programmatic Direct Advertising Programmatic TV Advertising Virtual Assistants - tasks previously only possible by humans - AI and machine learning (prediction models, recommendations, personalization)

35 David M. Raab - Founder, CDP Institute - Industry Analyst - Martech Consultant - Named Customer Data Platform in 2013

36 1. Customers want personalized treatment. 2. Personalized treatment depends on great data.

37 Few Companies Have It Right

38 It s Worse in Europe

39 CDP to the Rescue!

40 CDP Architecture Sources CDP Delivery

41 CDP Architecture Sources CDP Delivery Ingest Load data Process Standardize and transform Link identities Aggregate and index Expose Reformat and expose

42 CDP Architecture Sources CDP Delivery Ingest Process Expose Load data Standardize and transform Link identities Aggregate and index Reformat and expose Analytics Engagement

43 CDP (Customer Data Platform) Definition - Marketer-driven system that creates a - Persistent, unified customer database - Accessible to other systems.

44 CDP Benefits - Marketer-driven = packaged software = faster, lower cost, less risk - Unified, persistent customer database = data from all sources, complete customer view, organized for customer management - Accessible to other systems = easy to share data, change systems without disruption

45 CDP vs Other Systems CDP Data Lake/WH DMP Data Hub, Tag Mgr. MAP, CRM Marketing Cloud, JOE packaged system unified customer data persistent open access analytics & engagement? + +

46 Sample CDP Use Cases CDP Application Customer Journey Stage Acquisition Growth Retention Database web data capture account/person match event detection Analytics keyword analysis next best product churn prevention Engagement look alike audiences content selection cross-venue loyalty

47 Use Case: Web Capture Situation Challenge Solution Benefits Online publisher with multiple Web sites Acquire and unify anonymous visitor data from multiple sites Web tag manager to capture standardized data from all sites and feed into CDP Reduced site maintenance costs, greater control over partner tags, standardized data collection Ingest Process Expose Load data Standardize and transform Link identities Aggregate and index Reformat and expose Analytics Engagement

48 Use Case: Look-Alike Audiences Situation Challenge Solution Benefits Tourism agency needs to target different types of visitors at different time of year Need broader reach beyond directly related Web sites Use CDP to push lists of best customers to social and display networks and promote to similar people CDP can identify best customers for look-alike analysis; easily find different segments for seasonal promotions Ingest Process Expose Load data Standardize and transform Link identities Aggregate and index Reformat and expose Analytics Engagement

49 Use Case: Event Detection Situation Challenge Solution Benefits Airline customers often complain on social media during a trip; response depends traveler s status Social monitoring is not connected; difficult to assemble information and respond appropriately Use CDP to scan social media for mentions, automatically assemble information, prioritize cases, and recommend action to service agent Faster response, lower support costs, improved customer relationship Ingest Process Expose Load data Standardize and transform Link identities Aggregate and index Reformat and expose Analytics Engagement

50 More CDP Use Cases Data management Capture data from multiple Web sites Clean and standardize addresses Create golden record of best customer data Match customer identities across systems Detect significant customer events Import and store external data Analytics Analyze paid search keyword performance Find next best product per customer Identify customers with high churn risk Define customer segments Build persona profiles Attribute revenue across marketing programs Engagement Support GDPR consent and requests Send audiences to DMP for look-alike match Select best content during Web interaction Unify loyalty program across venues Share current customer journey stage Limit contact frequency across channels

51 For more information: - White papers - Evaluation checklists - White papers - Evaluation checklists - Product comparisons - Vendor directory - Industry newsletter

52 Data 360 customer profiles Decision Smart segmentation & automated user journeys Delivery Real-time cross-channel campaigns

53 III. Moments

54 III. Deutsche Bahn HelloFresh Upselling with Relaxing Effect Context - Second-class cars are crowded - People are more likely to upgrade Moment Relief customers by offering upgrade to first class through app push

55 III. Deutsche Bahn HelloFresh Reactivation with Excitement Context - Sending teaser first doubles ROI and CR of direct mail - Young people react better to direct mail Moment Make customers feel special with personalized direct mail

56 Know your customers and be there.

57 IV. Beyond 2018

58 Key Takeaways I. Moments create relationships ads do not. II. Make decisions based on data to deliver the right messages at the right time through the right channel. III. Know your customers and be there.

59