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MEETING THE CRM CHALLENGE ADDING VALUE TO THE ADOBE MARKET ING CLOUD

VIKALP TANDONSAPIENTNITRO

29th August 2016

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Vikalp TandonVP and Global Strategy Lead, Customer Engagement Platforms at SapientNitro

@vikalptandon https://www.linkedin.com/in/vikalp

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Communication Strategy

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Communication Strategy

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Bot/Human

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Experimental results with 250,000 customers show a 13 times better conversion-rate compared to the control group. The control group is selected using the current best practice marketing. The model also shows very good properties in the longer term, as 98% of the converted customers in the treatment group renew their mobile internet packages after the campaign, compared to 37% in the control group. web.media.mit.edu/~yva/papers/sundsoy2014big.pdf

SuccessStory

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62%Of the Marketers in the top performing companies say that they are not effective at it.

Content Marketing Institute 2016 Research

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Linear Marketing Workflow

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MARKETING PLATFORM MATURITY

Marketing Automation with Customer Journeys. Marketer manages content, target segments and channels in one platform for better governance

CRM platform stitches a Customer profile by processing behavior and analytics data from multiple channels. This data is reduced to signals. Marketer writes business rules in Marketing Automation Platform against these signals to optimize communication

Machine Learning pipeline is setup to score every customer record against marketing outcomes and dimensions. Marketers use these “propensity” scores to drive multi channel campaign. This eliminates the use of static rules. The machine learning process improves outcome over the period of time

GEN 1 GEN 2 GEN 3

1. Marketing Automation Platform

2. CRM Platform

3. Data Sciences Pipeline

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MARKETING CLOUD OPTIMIZED

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THANK YOU!