“the process of using a customer’s information to … › wp-content › uploads › 2016 › 11...
TRANSCRIPT
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“The process of using a customer’s information to
deliver a targeted solution”Peppers & Rogers
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“75% of UK consumers prefer to receive promotional
offers that reflect their tastes and preferences”Direct Marketing Association (2011)
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“97% of global retailers state that delivering real time
personalised offers by gaining more detailed customer
preference [data] is highly valuable to them”RSR Research (2011)
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Personalised “Featured Destination”
Generated a 41% increase in conversion rates and
a 4% improvement in bookings
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23% uplift in bookings of their experiences products
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Achieved a 28% increase in look-to-book conversion rates
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Learning Phase
Matching Phase
Evaluating Phase
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First Party Data
Elicit Relevant Insight
Accurate & Reliable
Dependent on User Input
Lack of Engagement
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No User Interaction
Profiles All Users
Privacy Concerns
Depends on Inferences
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Don’t rely on transactional data to reveal the
contextually rich insight required for personalisation
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“Average of 2.4 people per household; and more than 4
computing devices in the average home”Office National Statistics / Mozy (2011)
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Don’t rely on behavioural data as it can lead to
inaccurate recommendations
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Whilst past purchase behaviour is indicative of future
intent; it would be better to have trip specific insight
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Don’t rely on inferences or assumptions made from
implicit methods – aim for explicit insight
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“One third of companies have lots of data and do not know what to do
with it...”“Marketing ROI in the Era of Big Data,” NYAMA (2011)
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“Another third have too little customer data to utilise”“Marketing ROI in the Era of Big Data,” NYAMA (2011)
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“Only 28% of merchants say their data allows them to currently receive
a 360 degree view of their customer... and enable personalised
marketing”e-tailing group (2011)
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Make sure you elicit commercially relevant, purpose-
driven and action-oriented customer insight!
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If you approach it in the right way, customers are
willing to share their preferences with you...
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a clear and immediate customer benefit...
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of relevance to the customers interaction...
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and of actual value to the customer...
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Make it about the customer... not you!
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Make the elicitation process fun, simple and engaging
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Travel Guides as Unique as You Are
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