The Connected Customer Journey. Connect your marketing so you can connect to your customers.

Transcription

1 The Connected Customer Journey Connect your marketing so you can connect to your customers.

2 CONNECT New rules to achieve personalization at scale, galvanize your company s culture and make decisions that get results. It s time to get real about what it takes to win in today s noisy, fractured marketing landscape. To be effective, you ve got to double-down on the reality that you are firmly in charge of your customer s experience. Your customers are fickle at every turn, but they are unequivocal in what they demand: relevant information delivered through a coordinated and personalized experience. If they don t get it, they ll take their purchasing power elsewhere, and they ll do it fast. So how do you connect your marketing so you can connect to your customers? You start by assessing where you are. Look at how your organization collects, measures, analyzes and optimizes data. Does your data regularly break out of departmental silos? Do you have a unified view of your customers through unified and connected data sets? Be honest. Believe it or not, the answer to this question has nothing to do with your tech stack. This answer lies in how you make decisions. It s about how you ve adapted to the explosion of available customer data, how it surfaces, and how it informs action. Have you prioritized an investment in the collection of data that you own to analyze and leverage for business gains? Does data regularly break out of departmental silos? Is it aligned to common goals based on customer success metrics? If not, you re not alone.

3 In 2016, the CMO Council found that the lack of customer-centric vision is pronounced. A full 49% of senior marketing leaders said multi-channel alignment was selective, with some ties between physical and digital, but others remaining totally disconnected. What s more, 26% of respondents cited a challenge to align platforms, measures and data related to each online or offline experience. It s an aggregate of rigorous research that is datadriven, dynamic and constantly optimized. It informs every decision a marketer makes through a holistic view of a customer s experience. To succeed with the connected customer journey, there are three new rules that will help you get from tactical marketing mayhem to a productive, functional effort to achieve personalization at scale. These are the challenges everyone is talking about, yet few have solved. We believe the solution lies in the connected customer journey. A connected journey is the #1 tool for crossfunctional decision-making. No longer the broadstroke, static curve of activity from awareness to purchase, today s connected journey aims to break down marketing silos by layering customer impact points across time and channel.

4 Persuasive Content Persuade. Inform. Delight. Compel Action. Always Adding Value. NEW RULE #1 Engaging, high-quality content persuades, informs, delights, and provokes action. It connects to customers consistently over time. It builds relationships by meeting specific needs. The key to powerful content is context and specificity, and the connected journey framework helps you focus on the research required to know what to say to your audience and when to say it. Journey Analytics Measurement based on the consumer, not the channel. NEW RULE #2 Journey analytics is precision measurement across time and channel to understand how individuals are engaging with brand touchpoints, such as , site activity or social interactions. Journey analytics brings consumer behaviors across multiple touchpoints into a unified view, and enables personalization in a way that traditional analytics cannot.

5 Technology + Execution Get a clear view of how it all gets done. NEW RULE #3 That the convergence of marketing and technology has changed everything is an absurd understatement. It s common for companies to have between different technologies with disparate data sources across the organization. And yet, people are still reaching for more tools and more technologies to solve their challenges. The results? Not good. The truth is your technology probably needs more love. You need a skilled orchestrator who can get under the hood to find redundancies, underutilization and map your tools capabilities back to your strategies and goals. At Three Deep, we orchestrate data-driven strategies to help companies connect customer journeys. The result? Meaningful impact on business performance. We connected , web, social and retail store data to help a large specialty retailer improve customer engagement rates by 12%, double their acquisition rate, and increase store revenue by 267% YOY. For a $1 billion home improvement brand, Three Deep helped uncover purchase signals in website traffic data to help drive a 52% increase in online engagement through personalized messaging. This positively correlated to sales at shelf. The connected customer journey helps marketers make smarter decisions to get the results they need to thrive. But first, you need to assess where you are. There s no progress without an honest look in the mirror. Use our Customer Journey Maturity Model to get a sense of where you rank along the maturity continuum. Then, let s have a conversation about how to get you to the next level. Send us a note at info@threedeepmarketing.com. We d love to talk.

6 Connected Journey Maturity Journey Approach 1. Initial 2. Managed 3. Defined 4. Quantified No customer journey defined High level journey defined, but rarely informs decisions Micro-journeys have defined impact points Defined micro-journeys for key audience segmentation 5. Optimized Connected Journey is driving digital transformation across all channels Journey Analytics No metrics or defined KPIs 1+ digital channels tracked volume based metrics Cross-channel analytics reporting informs stakeholders Combined behavioral metrics are driving CX improvements Analytics are aligned to business KPI s and recurring decision cycles Persuasive Content Sales collateral without content strategy Content is informed by customer pain points but lacks cohesion Defined content marketing strategy + execution Cross-channel content distribution + promotion - virtuous optimization cycle Dynamic, personalized content creation + distribution mapped to journey Integrated Data Data sources not connected 2+ key data sources share information Data repository to support multi-channel analytics Integrated data to support positive experience Data driven approach optimizes media spend decisions across channels Marketing Technology Buying technology to support singular CX needs Realize that disparate technologies impact CX Martech stack supports business goals Integrated systems, consumer IDs, CDP Technologies support a fluid customer journey Customer Experience CX tends to focus on website, not a holistic view Align customer experience with 2+ channels CX experimenting between online + offline Integrated CX experienceacross key revenue producing channels Customers reward you with revenue + advocacy Organizational Structure Channel-focused departments, siloed culture CMO owns CX, but legacy barriers persist CX group from key channels meet regularly Organization is aligned around customer experience and shared KPIs Business results are driven by holistic customer experience and continuous improvements CAPABILITY BEHIND THE CURVE DEVELOPING COMPETENT ABOVE AVERAGE MARKET LEADER Contact us at info@threedeepmarketing.com