#KnowingME
The future state of
Omnichannel Personalization
Milan, 10th
May
YOU’VE PROBABLY HEARD THIS STORY BEFORE…
DELIVER
ONE-TO-ONE
EXPERIENCES
TAILOR YOUR
CUSTOMER’S JOURNEY
ACROSS CHANNELS
INCREASE RESPONSE
RATES, SPEND,
LOYALTY
THE REALITY IS THAT IT’S TRUE…
BUT MOST WHO’VE INVESTED ARE NOT
SEEING THE RETURNS THEY’D HOPED
…LET’S TALK ABOUT WHY, AND
WHAT IT TAKES TO SUCCESSFULLY
PERSONALIZE OMNICHANNEL
EXPERIENCE…
TOO MUCH
CHOICE
From 50,000 products in 100,000 sq. ft.
stores to 10 million products on a 4”
screen
TOO MUCH
CONTENT
Product sites, third-party research, news,
reviews, ratings, blogs…
NOT ENOUGH
TIME
Overscheduled families, always connected…
have abandoned a
business’s website because they were
with too
many choices when trying to make a
decision
THE BURDEN
OF CHOICE
OVERWHELMED
STRATEGICALLY
Personalization is a survival issue
Millennials and other digital natives
expect personalized experiences
from all brands they interact with
DEMOGRAPHICS
REQUIRE IT
COMPANY EFFICIENCY
ISN’T ENOUGH
RE-SETTING CUSTOMER
EXPECTATIONS
Mass-oriented practices adopted for
operational and cost efficiency have
distanced companies from their
customers with one-size-fits-all,
top-down, policy-driven interactions
and experiences
Organizations that have successfully
developed personalized experiences
are raising the bar for companies in
across all industries
WHY COMPANIES ARE STRUGGLING
IMPLEMENTATION CHALLENGESTop 3 challenges to implementing a Personalization Strategy
ORCHESTRATION CHALLENGES
DATA CHALLENGESAvailability and Usability of Data
We don’t have
enough data
33%
We have data, it’s
not useable and we
don’t know how to
use it
35%
We have data, it’s
useable and we don’t
know how to use it
32%Data limitations
Concerns about data privacy
ManagementBuy-in
Not convinced there is a return on effort
Customers consistently recognized across devices
Inconsistent cross-channel messages65%
LEVEL OF SATISFACTION WITH ROIAs reported by retailers
7%
Seeing some early success
Too soon to tell
No formal ROI tracking in place yet
Expensive, but necessary
Very satisfied
RESOURCES/CAPABILITIES DATA
ORGANIZATIONALOther site priorities43%
Human capital / not enough resources67% 30% Dynamically create personalized content47% 11%
UX & design workload27% 16%
Capital34% 24%
To avoid delving in firm must deliver
more-customer-centric interactions that feel like they were
tailored for each customer and consistent in every channels
LAND OF IRRELEVANCE
DYNAMICALLY and uniquely tailoring
communications and experiences to be
CONTEXTUALLY RELEVANT to each
INDIVIDUAL customer and their
seamlessly ACROSS CHANNELS
and the customer journey
THE HIDDEN FUEL
BEHIND EVERY ACTION
INTENTINTENT
PERSONALIZATION IS…
…THINK ABOUT NANDO
TO SIMPLIFY: 4-R PERSONALIZATION MODEL
REMEMBER
Knowing your customer’s
history means not just
knowing what they buy, view
and consume, but also why
they made those decisions.
RECOGNIZE
Identify both known and
unknown customers and
prospects through data from
CRM, DMP, device, social,
and other sources.
RECOMMEND
Reach them with the right
marketing, offer, content,
or product recommendations
for the customer based on their
actions, preferences and interests.
RELEVANCE
Delivering personalization
within the context of the digital
experience based on who they
are, where they are located
and/or what time of the year it is.
DATA-BASED DYNAMIC SEAMLESS UNIQUE IN CONTEXT
Built on actual
information about
individuals
Adapting content to
changing consumer
attributes, behavior,
and context
Unified across
time, location and
touchpoints
Content and
options tailored to
individual’s intent
Appropriate to time,
location, season,
and stage of
customer journey
“Personas” or
archetypes based
on opinions of
branding experts
Addressing customers
by name, but delivering
the same message to
everyone
Disconnected
across channel or
department
Generic “personal”
touches, like
“exclusively for smart
consumers like you”
“Data-blind” events,
such as requests to
review a product
customer returned
PERSONALIZATION IS NOT…
PERSONALIZATION BUZZWORDS
PERSONALIZATION IS
OK… BUT HOW?
14
PERSONALIZE
THE JOURNEY
ENRICH CUSTOMER KNOWLEDGE
ACTIVATE VALUABLE
CUSTOMERSACTIVATE HIGH
VALUE AUDIENCES
A DUAL PERSPECTIVE: BUSINESS AND CONSUMER
From Prospects and Anonymous customers to profiled
and profitable clients
CELEBRATE BRAND IDENTITY
CONVERT
YOUR NEXT BEST CUSTOMER BY
OPTIMIZING YOUR MEDIA
SPENDING…
ACTIVATE HIGH VALUE AUDIENCES1|
ACTIVATE HIGH
VALUABLE AUDIENCE
Steps While navigating on internet, an unknown user reaches
Magazine website and clicks on an advertising of interest.
Data Management Platform identifies users that are relevant
for the brand, and start building the prospect customer base
OBJ: RECOGNIZE VALUABLE AUDIENCES1
2
3
Data Management Platform collects third parties’ data to
optimize the media spending and empowers the lead
generation. These data have some specific characteristics that
make the cookie potentially in target for the Company
OBJ: COLLECT 3rd PARTIES DATA
Data Management Platform exchanges the third parties’ data
with the Demand-Side Platform (DSP). In this way, every time
one of these cookie lands on a website, part of a DSP’s
network, he visualizes a personalized banner
OBJ: PERSONALIZE BANNER ON 3rd PARTIES’ WEBSITE
When clicking on the banner, the unknown user is redirected
to the Company website and decides to register
OBJ: ACTIVATE THE CUSTOMER REGISTRATION ON
THE WEBSITE4
ACHIVE STRATEGIC CUSTOMERS’
INSIGHTS TO ALLOW SMARTER
SEGMENTATION
2|ENRICH CUSTOMER
KNOWLEDGE
ENRICH CUSTOMER
KNOWLEDGE
Steps Based on online navigation and offline data, retrieved from
different sources and channels, the Segmentation Tool allows
to manage an advanced segmentation of the target audience
OBJ: CREATE RELEVANT SEGMENTS WITH DATA
MINING TOOL5
6
7
Customer information are updated simultaneously within CRM
database, where it’s possible to achieve strategic customer
insights
OBJ: CAPTURE CUSTOMER INSIGHTS
Analytics Tool analyzes all segments, retrieved from
Segmentation Tool, and launches ad hoc reports for
discovering meaningful insights
OBJ: ANALYZE CUSTOMER SEGMENTS
DELIVER PERSONALIZED
MULTICHANNEL CAMPAIGNS AT
THE RIGHT TIME ACROSS ALL
TOUCHPOINTS
3|ACTIVATE VALUABLE
CUSTOMER
ACTIVATE VALUABLE
CUSTOMERS
Steps
Analytics tools insights are used in Campaign Tool, in order to
deliver to specific segments consistent marketing campaigns
across different touchpoints, both online and offline
OBJ: BUILD CAMPAIGNS & PERSONALIZED MARKETING
COMMUNICATIONS8
9
The segment is exposed to the Company marketing campaign,
by clicking on the link, Jessica lands on the homepage where
a personalized banner is displayed
OBJ: CREATE TARGETED & PERSONALIZED WEBSITE
EXPERIENCE
MAKE CUSTOMERS LIVE YOUR
LIFESTYLE VALUES
CONSISTENTLY ACROSS ALL
BRAND’S CHANNELS
4|CELEBRATE
BRAND IDENTITY
CELEBRATE BRAND
IDENTITY
Steps
Business User can centrally manage with the CMS tool the in
store experience and can choose and customize the in store
display advertising
OBJ: MANAGE INSTORE DIGITAL SIGNAGE10
11
The user is tracked all along its digital and physical journey
and related information are gathered and collected in a
common place
OBJ: CONTINUOUSLY GROW CUSTOMER DATA
23
TO RECAP: THE #5 ENABLERS FOR
PERSONALIZATION
of the right technologies,
to improve business
outcomes through unified
customer journeys
ORCHESTRATION
1
of each customer /
prospect, with common
metrics and data
governance across
the enterprise
SINGLE VIEW
2
cross-organizational
capabilities and talent
to shift from pockets/
pilots to always-on,
continuously optimized
personalization at scale
OPERATIONALIZE
3
evolves cross-
organizational talent and
culture from being product-
or company-centric to
being obsessed with
customer intent
ORGANIZATION
4
personalized experience
across touchpoints
to deliver consistency
and advance the
customer journey
SEAMLESS
5
THANK YOU!For more information on Accenture Interactive’s
Personalization Services
GIANMARCO LORETI
Digital Strategy Senior Manager
@giammagram
#KnowingMEThe future state of Omnichannel Personalization