Segments of one: the new consumer in the mobile era
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14 December 2012 IBM Corporation © 2012 - All rights reserved
Segments of One
Dr. Dario de [email protected]
+39.335.7622476
Version 0.40
14 December 2012 IBM Corporation © 2012 - All rights reserved
Understand each customer as an individual
Brands already know how to divide their audience
into broad groups
Now it is time to create unique individual targeting
14 December 2012 IBM Corporation © 2012 - All rights reserved
Multichannel commerce no longer makes sense
Customers no longer interact with companies from a
channel perspective
Instead they interact through touch points
14 December 2012 IBM Corporation © 2012 - All rights reserved
A 360-degree data connection strategy
Harness and connect the data not just from traditional
marketing channels
But from all touchpoints the company has
Transactions
Orders
Payment
history
Usage history
Purchase
stage
Email / Chat
Call center notes
Web click-
streamsIn-
person dialogs
TransactionData
InteractionData
14 December 2012 IBM Corporation © 2012 - All rights reserved
Link all the data lying outside your enterprise
Customers may voluntarily offer this data to companies
in exchange for a more personalized, customized,
relevant experience
Social activity
Hobbies
Preferred device
Offering preferen
ces
Professional
member-
ships
Job history
Budget authorit
y
ProfessionalData
IndividualData
Transactions
Orders
Payment
history
Usage history
Purchase
stage
Email / Chat
Call center notes
Web click-
streamsIn-
person dialogs
TransactionData
InteractionData
14 December 2012 IBM Corporation © 2012 - All rights reserved
Turn your understanding to become predictive
To use analytics to predict needs, desires and propensity
Focus on leadership, culture, skills and
technology platform
Social activity
Hobbies
Preferred device
Offering preferen
ces
Professional
member-
ships
Job history
Budget authorit
y
Transactions
Orders
Payment
history
Usage history
Purchase
stage
Email / Chat
Call center notes
Web click-
streamsIn-
person dialogs
ProfessionalData
IndividualData
TransactionData
InteractionData
14 December 2012 IBM Corporation © 2012 - All rights reserved
Create value for every individual at every touch
Increase your ability to be personal, relevant to customers
by focusing onhuman behaviors and enabling technologies
Offer
Network
Advice
Product
Knowledge
14 December 2012 IBM Corporation © 2012 - All rights reserved
Ensure that your system of engagement scales
Interact as a company with a single customer as an individual
do it at massive scale, and run analytics to determine
what to build nextFuture portfolio of products, services, knowledge,
and experiences
Digital Analytics Customer Segmentation Attribution Modeling
Business IntelligenceCustomer Predictive Analytics
14 December 2012 IBM Corporation © 2012 - All rights reserved
Leverage on segments of one
Segments of one \sɛ́gmənts ə́v wə́n\Micro-segments that target each customer uniquely, allowing the companies to convert visitors into long-term, high-value customers at very high rates.
Individual leverage Group leverage
The more the customer interacts with the brand by any touchpoint, the more the brand learn about him/her, and the finer the segmentation gets.
The more the brand can identify other customers like the one who is interacting by any touchpoint, the more the brand can pattern match.
14 December 2012 IBM Corporation © 2012 - All rights reserved
Select the right technology
The ability to move an organization to next-best-action marketing is the result of three significant technology developments coming together over the last several years:
EIT
The adoption of performing infrastructures based on enterprise-wide servers, storage arrays, and complete data centers to efficiently manage big data.
SOA
Increased use of service-oriented architecture that allows to incrementally change the systems and adapt them to the changes of the marketplace.
AI
The coming of age of artificial intelligence techniques, which allow for the creation of model factoriesto help achieve better alignment between IT and business.
14 December 2012 IBM Corporation © 2012 - All rights reserved
Be smarter, be holistic
IBM Smarter Commerce and Smarter Analytics offering provides enterprises with all solutions and competencies necessary to implement a holistic approach to the new challenges of marketing.
Social Business
Smarter Commerce
Business Analytics & Optimization
Transform
Learn
Align
Anticipate
Act
14 December 2012 IBM Corporation © 2012 - All rights reserved
Thank you