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Segments of one: the new consumer in the mobile era

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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.
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14 December 2012 IBM Corporation © 2012 - All rights reserved Segments of One Dr. Dario de Judicibus [email protected] +39.335.7622476 Version 0.40
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Page 1: Segments of one: the new consumer in the mobile era

14 December 2012 IBM Corporation © 2012 - All rights reserved

Segments of One

Dr. Dario de [email protected]

+39.335.7622476

Version 0.40

Page 2: Segments of one: the new consumer in the mobile era

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

Page 3: Segments of one: the new consumer in the mobile era

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

Page 4: Segments of one: the new consumer in the mobile era

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

Page 5: Segments of one: the new consumer in the mobile era

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

Page 6: Segments of one: the new consumer in the mobile era

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

Page 7: Segments of one: the new consumer in the mobile era

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

Page 8: Segments of one: the new consumer in the mobile era

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

Page 9: Segments of one: the new consumer in the mobile era

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.

Page 10: Segments of one: the new consumer in the mobile era

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.

Page 11: Segments of one: the new consumer in the mobile era

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

Page 12: Segments of one: the new consumer in the mobile era

14 December 2012 IBM Corporation © 2012 - All rights reserved

Thank you


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