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Anatomy of the Customer Affinity Predictive Intelligence

Jessica Radloff Global Practice Architect

Twitter: @jessica_radloff Email: jradloff@salesforce.com

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Predictive Intelligence leverages customer behavior with sophisticated algorithms to automatically determine the

next interesting product or piece of content for each

customer.

Predictive Intelligence Can Help You….

Personalize Each Customer Journey Understand Customer Behavior Predict & Automate Decisions

Understanding Customer Behavior

•  Customer Behaviors •  Items Viewed

•  Items in Cart

•  Conversions

•  Recency + Frequency of each behavior

•  Item Attribution (descriptive Tags)

•  Brand

•  Keywords

•  Color

•  Categories / Genres

•  Etc….

 “Customer Affinity” = Customer Behaviors + Item Attribution

JavaScript tag implemented to track every desired behavior

Cookies are used to identify users and

convert them from unknown to known

Collects click/browse, cart and conversion behavior as well as

explicit data in real time

How do we capture "Customer Behaviors”?  Collect JavaScript

Rest API Nightly Batch Upload Real Time Streaming Updates

via Collect

“Item Attribution” Where does that come from?  Product & Content data used to power affinities and recommendations.

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See it in Action Building a Customer Affinity

What can we do with this Customer Insight?

u  1-to-1 Recommendations u  Behavioral Triggers u  Personalized Customer Journeys u  Enhanced Conversion Reporting

Recommendations

 Example Algorithm= Bought Bought

 “Users who have bought this tent also bought these products”

BOUGHT BOUGHT

 STEP 1: Algorithms are leveraged to automatically discover behavioral patterns using aggregate customer insights

Base Algorithm List

Apply Customer Affinities = Backpacks, Blue, Male, Accessories

Recommendations  STEP 2: Then the customer affinity is applied to deliver personalized 1-to-1 recommendations

Apply Business Rule = Only Recommend NEW Items!

Recommendations  STEP 3: Apply business rules, based on your industry knowledge!

1. Abandon Cart 2. Browse Abandon 3. Post Purchase

Behavioral Triggers  Customer Favorites

Behavioral Trigger Creation

Personalized Customer Journeys

▪  Utilize Reference Items & Recommendations in each touch-point

▪  Segmentation based on Customer Behavior and/or Item Attributes

▪  Decision based on Customer Behavior

Conversion Reporting

▪  All Predictive Intelligence recommendations are wrapped with URL parameters to track every aspect of that click.

▪  Collect can also capture Marketing Cloud conversion parameters for all email links. This allows Customer Behaviors and Item Attributes captured within Predictive Intelligence to be linked back to marketing campaigns.

Recap

Personalize Each Customer Journey

Audience Segmentation

Conversion Reporting

Understand Customer Behavior:

Collect JavaScript + Item Attribution = Customer Affinity

Predict & Automate Decisions

1-to-1 Recommendations

Behavioral Triggers

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Questions?

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