This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organisation without prior written approval from Avaus.

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Welcoming the new era of smart business.

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Welcoming the new era of smart business.

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Welcoming the new era of smart business.

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Welcoming the new era of smart business.

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Customers want personalization. !

PRODUCT

BRAND

SERVICE

CUSTOMIZATION

DISTRIBUTION

ADVERTISING

CUSTOMER RELATIONSHIPS

PERSONALIZED EXPERIENCE

1950

1975

2000

2010

FOCUS OF MARKETING TIME

My sneakers, My training program, My friends, My music, My events, My deals

COMPANIES PRESENTING ME RELEVANT OFFERS

COMPANIES NO LONGER TRACKING MY WEBSITE ACTIVITY

WHICH ONE IS MORE IMPORTANT TO YOU?

64% 36%

CUSTOMERS WANT PERSONALIZATION

SOURCE: Accenture - Today's Shopper Preferences:

“THINGS THAT ARE IMPORTANT TO ME”

“TASKS I’M DOING RIGHT NOW”

“BRANDS I PREFER WHEN I NEED HELP”

PERSONAL CONTEXT

RELATIONSHIP CONTEXT

IMMEDIATE CONTEXT

Customer Insight across channels

Capability to personalize content and services across touchpoints

1

2

DIGITAL BEHAVIOR

CUSTOMER PROFILE

PERSONALIZED WEB EXPERIENCE

? SEPARATED

HIGH-VALUE CUSTOMER, PURCHASED PRODUCT X

HIGH CHURN-RISK FAMILY SEGMENT

VISITED PAGE X SOCIAL CONNECTIONS

AT LOCATION Y SEARCH TERMS

TARGETED MARKETING ACTIONS

WEB & MOBILE CRM

DIGITAL BEHAVIOR

CUSTOMER PROFILE

CURRENT NEED

CUSTOMER LIFECYCLE STAGE

“WHAT SHOULD WE OFFER?”

“HOW CAN WE GROW CUSTOMER VALUE?”

SHORT SHELF-LIFE OF DATA

LONGER SHELF-LIFE OF DATA

VISITED PRICE LIST AT OUR SITE

HIGH CHURN RISK

“CONSIDER SWITCHING TO

PACKAGE X”

VISITING SITE NEWS SITE

CASE: HBO

FILLS IN FORM ON WEBSITE

NEXT BEST OFFER X

“ORDER PRODUCT X TODAY AND RECEIVE

FREE Y”

READING EMAIL IN THE EVENING AT HOME

VISITED PRODUCT X CONFIGURATOR

HIGH-VALUE CUSTOMER

“BOOK DEMO FOR PRODUCT X”

B2B: GETTING STUFF DONE BETWEEN MEETINGS

CASE: AVAUS

VISITED PRODUCT PAGE X

MEMBER OF LOYALTY PROGRAM

“MEMBER OFFER FOR PRODUCT X AT ISLE Y”

VISITING GROCERY STORE ON SATURDAY MORNING

CASE: POINT INSIDE

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Kiitos! Tom Nickels Senior advisor, Avaus!