To Compete, Scale Personalization with Digital Intelligence

April 18, 2017

To Compete, Scale Personalization with Digital Intelligence

Nate WrightDirector, Product Marketing

Optimizely

Featured Speaker:James McCormick

Principal Analyst, Customer IntelligenceForrester

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• We’ll answer all questions at the end

Housekeeping

Agenda1. Personalization with

Digital Intelligence

2. Optimizely X Personalization overview

3. Questions and Answers

76% Customers have higher than ever expectations.

SOURCE: IBM Institute for Business Value report

of consumers expect organizations to understand their individual needs

© 2017 FORRESTER. REPRODUCTION PROHIB ITED.

To Compete, Scale Personalization With Digital Intelligence

James McCormick, Principal Analyst

April 18, 2017

8© 2017 FORRESTER. REPRODUCTION PROHIB ITED. 8© 2017 Forrester Research, Inc. Reproduction Prohibited Image Source: Jeremy Segrott https://www.flickr.com/photos/126337928@N05/24545512250

… brought on by the winds of digital change

The age of the customer is upon us…

9© 2017 FORRESTER. REPRODUCTION PROHIB ITED.

Forrester believes that a personalized experience is:

Source: The “Pivot To Person-First Personalization [135945]” Forrester report

An experience that usescustomer data and understandingto frame, guide, extend, and enhance

interactionsbased on that person's history,

preferences, context, and intent


Content-driven personalization is the priority

Source: The “Create A Pragmatic Personalization Program [132944]” Forrester report

Base: 115 digital experience deliver decision makers


Web and email are top personalization software instruments




Firms are struggling with personalization




Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” & The “Digital Insights Are The New Currency Of Business [119109]” Forrester reports

Integrate insights with engagement for intelligent personalization


Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” & The “Digital Insights Are The New Currency Of Business [119109]” Forrester reports

Integrate insights with engagement for intelligent personalization

Digital Intelligence• The capture, management, and analysis

of customer data and insights• To deliver a holistic view of customers'

digital interactions• For the purposes of continuously

optimizing business decisions and customer experiences

• Across the customer lifecycle


The evolution of digital intelligence

Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” Forrester report

2000 to 2006 2011 to present1993 to 1999 2007 to 2010

Web server logs Web behavior Digital behavior Digital intelligence

THE GOLDEN AGE OF WEB ENGAGEMENT


Strategies for personalizing at scale with intelligence

Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” Forrester report

Strategic ApproachAlign the digital intelligence strategic

components to support customer obsession

OwnershipHire and organize analytics to support the digital business model across the enterprise

TechnologyMerge multiple tech for data management, analysis, and action

Metrics & KPIsCollect measurements to

understand customer interaction and touchpoint

success

OptimizationContinuously at scaleacross channels and

customer lifecycle


Evolves & personalizes engagement

Leverages every customer interaction

Evolves customer understanding

Evolves interaction treatment

Customer interaction

Customer understanding

Customer treatment

Source: The "Continually Optimize Experiences To Differentiate And Compete For Customers [121605]" Forrester report

Intelligent and continuous personalization…


Dimensions of continuous optimization

Source: The “Transform Customer Experience With Continuous Optimization [116870]” Forrester report

Customer lifecycle coverage

Proportion of interactions optimized

Channels optimized

Optimization techniques


DataTag

managementData

warehousing

Optimization

RecommendationsOnlinetesting

Behavioral targeting

Analytics

Webanalytics

Voice ofthe customer

Spatial analytics

Socialanalytics

Predictive analytics

IoTanalytics

Interaction analytics

Cross-channel attribution

Application analytics

Digital touchpoints

Customer context and behavior

The complete digital intelligence stack

Source: The “TechRadar™: Digital Intelligence, Q2 2016 [76021]” Forrester report

Digital performance management

No one vendor can do it all

A complete digital intelligence stack is made up of multiple 3rd party applications and technologies


Stitch Fix uses analytics to bring personalization into fashion

Source: “The Insights-Driven Business [135823]” Forrester report


Firms compete for customers with personalization


The CLC & the personalization opportunityThe Insights Opportunity Divide

High

Current focusFuture focus

Huge

Source: The “Optimize Customer Experience With A Digital [132781]” Forrester report

Optimizely X Personalization: Deliver High-Performing Personalized ExperiencesTarget content and experiences based on customer behavior and 1st and 3rd party data

Experiment with personalization strategies and see what works

Power personalization with a single view of the customer

Optimizely X: Operationalize Experimentation Across the OrganizationEnable Rapid Experimentation

by Everyone

Experiment Everywhere on Any Channel and Device

Deliver High-Performing Personalized Experiences

Optimize Anything that Matters to your Business

1) To personalize, you need to take a holistic view of your customer across digital touchpoints.

2) Digital intelligence can help you scale personalization and optimization.

3) With Optimizely X, you can deliver personalized experiences and iterate through experimentation.

Key Takeaways

Questions

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Thank You!

To Compete, Scale Personalization with Digital Intelligence

Technology

Transcript of To Compete, Scale Personalization with Digital Intelligence