Post on 21-Feb-2017
Click to edit Master subtitle style
How to Achieve Omnichannel Personalisation!Simon Taylor Managing Director, Sales Engineering EMEA - Tealium Tim Sumner Senior Pre-Sales Consultant - Certona
© 2015 Tealium Inc. All rights reserved. | 2 adidas
Agenda! ! Best practises in Tag Management - How to streamline data collection for
enhanced personalisation ! Improving deployment timeframes for integrating Certona ! Personalisation best-practice strategies ! Shared experiences in managing omni-channel individualisation ! Identifying key metrics for reporting on demand generation
2
© 2015 Tealium Inc. All rights reserved. | 3 adidas
About Tealium! ! Founded 2008 ! 600 Plus Customers 200 in EMEA ! 330 plus employees and growing ! Market Leader In The Enterprise Tag/Data Management Space ! Only Truly Technology Agnostic Vendor Playing In This Space ! Offices in US, UK, Germany, France, Spain, Japan & Australia ! Growing At Over 100% Year On Year ! Well Funded By Proven VC’s Including Battery Ventures and Tanaya Capitol etc.
3
© 2015 Tealium Inc. All rights reserved. | 4 adidas
of the same marketers say without integrated data, they cannot effectively manage the customer journey 80%
https://econsultancy.com/reports/the-roi-of-tag-management 4
53% of marketers say that resource constraints slow or stop data integration programs
The Holy Grail of Digital Marketing!
4
Actionable Real-Time Data
Flawless Cross-Device Experiences
Omnichannel Delivery
Unified Marketing
Complete Data Ownership
© 2015 Tealium Inc. All rights reserved. | 5 adidas
http://www.lumapartners.com/lumascapes/marketing-technology-lumascape/
Marketing Technology Stack!
5
4 Weeks to Deploy a Tag
+2,000 MARKETING
TECHNOLOGIES
8 Hours in a Work
Day
© 2015 Tealium Inc. All rights reserved. | 6 adidas
Without Tealium - Chaos!
6
Experience Layer
Application Layer
No Data Layer = CHAOS
© 2015 Tealium Inc. All rights reserved. | 7 adidas
With Tealium – Comes Order!
7
Unification, Security, Control, Privacy, Enrichment & Ownership
Experience Layer
Application Layer
Data Layer = Order
© 2015 Tealium Inc. All rights reserved. | 8 adidas 8
With Tag Management!A few lines of code are added to each page. Anyone in your organisation can manage all your tags from a simple and centralised web interface. Now tags load from the cloud and only load when needed.
Without Tag Management!Each tag must be hand coded into each page of the site. Adding new tags and removing old tags can be resource intensive and tags can slow your site down.
© 2015 Tealium Inc. All rights reserved. | 9 adidas
Define—Your one true definition of data across all your digital assets and customer interactions
Control—Your ability to standardize and control data distribution to vendors Enrich—Your ability to enrich data to include visitor attributes and insights across technology platforms
The Data Layer is Core to The Holy Grail!
9
© 2015 Tealium Inc. All rights reserved. | 10 adidas
850+ Turnkey vendor
integrations in our marketplace
Small Sample of Our Technology Partner Ecosystem
Omnivendor Platform!
10
© 2015 Tealium Inc. All rights reserved. | 11 adidas 11
Source: www.ghostery.com
Global - Enterprise Tag Management Adoption!
© 2015 Tealium Inc. All rights reserved. | 12 adidas
So, Build Your Own Marketing Cloud™!
12
Advertising - Advertising - Advertising Advertising
- - - - - Affiliate Marketing
Analytics Analytics - Analytics Analytics Analytics
A/B Testing - - - - A/B Testing
- - - - - CERTONA
- - CRM CRM CRM CRM
Email Marketing Email Marketing Email Marketing Email Marketing - Email Marketing
- MA MA MA MA MA
- - - - - Automation
- - - - - Retargeting
Social - Social - - Social
Tealium iQ & AudienceStream
1000s of best-of-breed
point solutions
© 2015 Tealium Inc. All rights reserved. | 13 adidas
Visitor EnrichmentOmnichannel
SegmentationReal-timeAPIs
EventStore EventDB AudienceDB
TMTealium iQData Layer
Creation andUnification
Tag Management 750+Tags Supported
Experience Layer
Data Layer
Application Layer
Tealium AudienceStreamTM
Tealium
Plugging Into the Tealium Platform!
13
Omnichannel and !Cross-device !
© 2015 Tealium Inc. All rights reserved. | 14 adidas 14
AudienceStream Dynamic Personalization The result is a personalized customer journey across all of your engagement channels.
Traditional Action!Traditional segmentation is rigid and places people in simplistic groups. Simplistic grouping leads to clumsy marketing interactions.
Email!
CRM!
Display ad!
Content!
Live chat!
Mobile!
Group 1! Group 2! Group 3 !
Generic!Email!
Generic!Display ad!
Generic!Content!
© 2015 Tealium Inc. All rights reserved. | 15 adidas 15
Fragmented Profiles ! Cross-device Profiles !
© 2015 Tealium Inc. All rights reserved. | 16 adidas
Cross Device Stitching!
16
1. Visit a website on my tablet 2. Search for a “shirt” 3. Share the “shirt” link with my laptop 4. Click on link from my laptop 5. Purchase the shirt 6. Open the emailed receipt on my phone
© 2015 Tealium Inc. All rights reserved. | 17 adidas
Traditional Data Supply Chain!
17
1 2 3 4 5 6 Customer
Interactions Technology
Vendors Visitor /
Customer Data Data Preparation Storage BI / Mining
Live visitorinteraction withdynamic content
and hardcoded tags
Application layer fueled by 1000+Martech vendors
Data reclamationprocess pulling
together data from dozens of vendors
Data processingto insert into
data warehouse
Enterprise datawarehouse
Analytics,prediction, andsegmentation
Custom interaction or personalization services
! " #
$
Slow 24hrs (min)
Omnichanneland
Multidevice
© 2015 Tealium Inc. All rights reserved. | 18 adidas
Modern Data Supply Chain!
1 2 3 4 5 6 Customer
Interactions Technology
Vendors Visitor /
Customer Data Data Preparation Storage BI / Mining
Live visitorinteraction withdynamic contentand unified dataand governance
Application layer fueled by 1000+Martech vendors
Live actionabledata provided via
APIs, tags, or feeds
Data processingto insert into
data warehouse
Enterprise datawarehouse
Analytics,prediction, andsegmentation
Custom interaction or personalization services
! " #
$
FAST < 1 sec 5 min
Omnichanneland
Multidevice
18
© 2015 Tealium Inc. All rights reserved. | 19 adidas 19
© 2015 Tealium Inc. All rights reserved. | 20 adidas 20
Unified Marketing is Not a Myth
Established Experience
$4.2B Client Revenue
in 2014
in Real-Time Generating
11 YEARS
in Marketplace
Personalized Experiences served per month
BILLION 30
50 Countries*
500+ eCommerce*Sites*
Across
CUSTOMER ENGAGEMENT OBJECTIVES
Certona’s proprietary real-time predictive analytics engine is a 100% cloud-based SaaS solution that captures, analyzes, recommends and delivers relevant content for brands.
Personalized Experience Management Platform
1:1 REAL-TIME TARGETING
CHANNELS ASSETS
Certona® Predictive Cloud™
The Customer Journey Who Am I?
Meet Jill Female Mid 30’s Lives in London Works in London Sophisticated & Fashionable, into Health and Fitness. Training for her first amateur tennis tournament. She sees one of her friends posting a Lacoste tennis top that would be perfect!
It’s 6:30 am.
Jill sits down for breakfast.
She pulls out her laptop and searches for Lacoste RolandGarros Collection.
She’s directed to the www.lacoste.com/gb/sport/what's-new/roland-garros/Home Page.
New Visitor Home Page View • Promote hero shot message and personalization
strategy with dynamic titling • Personalized Landing Page from GoogleAd Results
The customer Journey What am I doing now?
Browse Product Pages • She clicks on the TECHNICAL STRETCH JERSEY
LACOSTE SPORT PLEATED TENNIS SKIRT, places it in her cart
• She pulls up the TECHNICAL JERSEY LACOSTE SPORT TANK TOP TENNIS DRESS TOP recommendation.
• She creates an account to save the Skirt in her cart and the recommendation, logs off and heads to work
The Customer Journey What Am I Looking At?
Jill Searches tennis.
It’s lunchtime the following day
Jill heads to the café with her tablet.
She logs in to lacoste.com but even if she didn’t log in it wouldn’t matter and continues shopping on Lacoste..
The Customer Journey What Have I Done In The Past?
Returning Visitor Home Page View • Engage with a targeted hero shot and message
based on previous browse activity • Mix personalization strategies such as:
– geo-targeting – past browse activity
Jill returns browses, looking at tennis clothes, along with other matching tops and outfits before going back to work.
You might like these.…
It’s the end of the work day, Jill walks to her favourite coffee shop, grabs a latte and checks email on her mobile phone.
She reads a remarketing email sent from Lacoste.
PLUS YOU MIGHT LIKE
FREE SHIPPING? TAKE ONE OF THESE
Remarketing Email• Re-engage with a cart abandonment email• Drive conversion with a free shipping offer/reminder• Include dynamically delivered recommendations that
are based on current browse activity and if applicable, bridge the free shipping gap
The Customer Journey What Else Might Interest Me? Jill views recommendations, adds a couple of items to her cart and finds another pair of tennis trainers that interest her
Facebook/ Doubleclick – Retargetting with Tealium
Jill finishes her coffee and walks over to the park.
She receives an email on her mobile phone.
The Customer Journey What Should I do Next? Drive Action • Use geo-fencing to send alerts when customers are
in the vicinity of a brick and mortar store location • Send a targeted offer, based on personalized profile
and most current activity • Make it easy for them to locate the nearest store
Jill uses the store locater and finds a Lacoste Store location just a few blocks away.
Jill decides to go to the store.
Jill is now searching for that perfect tennis outfit. She can’t find it in the store, so she seeks out a sales associate who has a tablet and can help her access items which are not available in the store, but can be purchased and shipped directly to her home.
The Customer Journey Help Me Find What I Want
The sales associate searches for tennis outfits with Jill.
Enhance the In-store Experience • They discover the perfect second skirt, that she puts
along with all of the items in Jill’s cart • After reviewing all the items in her cart, Jill shows
the sales associate the offer she received on her phone
• Jill buys her items
A week later she receives a thank you email from Lacoste.
The Customer Journey Keep Them Coming Back Create Customer Loyalty • Re-engage with a show of appreciation, including:
– A special offer based on purchase history and most recent browse activity
– Personalized recommendations pulling in context from her most recent browse activity
Recently Viewed
Recommendation Demand Report
• Purpose: Quickly see how an application or a group of applications (region) is doing at a glance
• Audience: Those who want a high level performance snapshot (Upper management)
Experience Comparison Report
• Purpose: Compare the effectiveness of specific strategies in an experience.
• Audience: Analysts and those who want to optimize the priority of strategies within their respective experiences
What else can Certona do?
• Product Finder
What else can Certona do?
• Type-Ahead
Summary
! Best practises in Tag Management - How to streamline data collection for enhanced personalisation
! Improving deployment timeframes for integrating Certona ! Personalisation best-practice strategies ! Shared experiences in managing omni-channel individualisation ! Identifying key metrics for reporting on demand generation
Breakfast @ Café Royal
Questions for today…
Active Life
Driven by customer profile data.
Use history to determine what brands to promote.
Home Page
Powered by: Customer Data Business Objectives Merchandising rules
Optimize for performance
Ability to target and test delivery of creative assets
Recommendations
Creative
Offers
Categories
Brands
Product Pages
Driven by the customer profile and relevant to what the customer is looking at.
Target by segment, optimized for customer
Utilize geographic location and weather.
Encourage product discovery by promoting items more likely to convert.
Flexible designs for every touchpoint
Offers
Contextual Messaging
Recommendations
Recommendations
Responsive
Target by segment (price, offer)
Powered by: Customer Data Business Objectives Merchandising rules
Recommend products as they add items to cart.
By recommending products to meet shipping thresholds.
Recommendations
QuickView
Incentivize Purchases
Offers
Shopping Cart
Personalized Marketing Emails
From previous purchases
Powered by: Customer Data Business Objectives Merchandising rules
Optimize for performance
Relatable Appealing
• Provide opportunities for regular engagement
• Educate on events and new product availability
• Maximize revenue • Reduce inventory
Brands
Offers
Creative
Recommendations
Personalized Transactional Emails
• Take advantage of this highly-viewed email by adding real-time profile based recommendations
• Associate offers with Like online-content
Encourage follow-up purchases and re-engagement.
Optimize for performance
Offers
Recommendations
Personalized Remarketing Emails
Remind customers of products they’ve expressed interest in.
Increase the chances of a return visit and purchase.
Make it easy to complete purchases.
• Re-engage customers and recover lost sales
• Maintain engagement, offer alternatives
• Triggers: browse and cart abandonment and replenishment
• Flexible timing for sending data to ESP, as well as the period of time after abandonment has occurred.
Incentivize
Recover sales
Recommendations
Mobile & Tablet
Target by segment (price, offer)
Powered by: Customer Data Business Objectives Merchandising rules
Driven by customer profile data.
Use history to determine what brands to promote.
Ability to target and test delivery of creative assets
Offers
Brands
Creative
Recommendations
Categories