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Marketing in the moment:Trends and Innovations in Real-Time Omni-Channel Marketing

Ensighten Agility World TourLondon, October 20th 2016 Dr. Dave Chaffey, SmartInsights.com

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Part 1. MANAGING THE CROSS-DEVICE CUSTOMER EXPERIENCE

Part 2. THE CHALLENGES OF MANAGING CUSTOMER INSIGHT TO DELIVER QUALITY PERSONALISATION

Part 3. HOW CUSTOMER DATA MANAGEMENT PLATFORMS CAN HELP

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About Dave Chaffey

• Co-founder and Editor of SmartInsights.com - a marketing advice site with > 1 Million global unique

visitors each quarter. Expert members in over 80 countries use our 15 Digital Marketing toolkits of

planning guides, templates and online courses to Plan, Manage and Optimise their digital marketing

• Trainer and consultant in Digital Marketing since ’97. Digital strategies developed with brands like TUI,

Thomas Cook, HSBC, Mercedes and Microsoft.

• Author of 5 bestselling Digital marketing books

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Dave’s digital expertise

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Q. Do you believe in

the marketing funnel?

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The reality – our multichannel world

RetailTravel

Financial services

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“Right Touching” is:A Multi-channel Communications Strategy

Customised for Individual Prospects and CustomersWhich…

Delivers the Right Value PropositionAccompanied by the Right Message

With the Right ToneAt the Right Time

With the Right Frequency and Interval Using the Right Media / Communications channels

To achieve…Engagement and sales with the right balance of value between both

parties

The Challenge of ‘Marketing in the Moment’:What precisely does influence sale?

Source: Dave Chaffey (2005-2016)Digital Marketing Strategy: Implementation and Practice

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Closer to reality… Today’s lifecycle

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The reality = multiple touchpoints

Source: Google Customer Journey path to purchase study

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Click SEO “Sun Holiday”

View MSN banner “Winter sun”

Click PPC “Hotels in Kos”

Click Tradedoubler Partner X

View Email “Special Offer”

Direct www.thomascook.com

14/01

15/01

23/01

24/01

3/02

4/02

Click SEO “Thomas Cook”5/02

Event Campaign DetailDate Onsite activity Landing

Content

Confirm

Purchase

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SEO

MSN banner

PPC

Tradedoubler

Email

14/01

15/01

23/01

24/01

3/02

4/02

SEO5/02

Direct

1st

Click Last Click Best Click

The first click or view within the

campaign defined click window

The last click or view

The last click or view which has

the highest campaign priority

within the defined click or view

window

Any Click

Without deduplication, each ‘tracked’

campaign will report a whole sale and

claim full commission

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The importance of understanding latency – Ensighten retailer analysis – holiday period

Anonymous research shared by John Reilly

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The importance of understanding offline influence – Ensighten travel analysis

Anonymous research shared by John Reilly

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PART 1. MANAGING THE CROSS-DEVICE CUSTOMER EXPERIENCE

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You may know this trend…

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Growing multi-device ownership

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From Mobile-first to the Multichannel majority

Source: comScore

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But now well past mobile search Tipping Point in some sectors

Source: Google Data presented at ScreenPages event Mar 2015

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Is mobile responsive sufficient?Do you think ‘Mobile first’

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AO.com adaptive

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What is Customer Experience Management?

Source: As defined by Forrester in 2011

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Do you have a personor team RESPONSIBLE

FOR CXM?1 = Yes single person

2 = Yes, Team3 = No, if I’m honest

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PART 2. THE CHALLENGES OF MANAGING CUSTOMER INSIGHT TO DELIVER QUALITY PERSONALISATION

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‘Connecting theDots’ is one

of the biggest challenges in

marketing today

Source: Adobe Digital Marketing Maturity survey

25Source: Scott Brinker (@ChiefMartech)

‘What’s your job?’ = The challenge of Martech today

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Not just a #Martech challenge… but part of a much bigger insight and automation challenge

Download: http://bit.ly/smartdigitaltools

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So, what could possibly go wrongwith Martech complexity?

Poor experiences Poor ROI Reporting errors

due to duplication, wastage, etc

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Are you getting RoMT?

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MARKETING IN THE MOMENT: TOP CHALLENGES – US

What are your specific challenges?45%

39%

36%

31%

27%

27%

26%

23%

Source: Forrester’s Q2 2015 Global Real-Time Interaction Management Customer Reference Online Survey. Forrester Research,

Inc.

“What are the biggest real-time interaction management challenges you expect to face in the next two years?”

Orchestrate customer interactions in real-time across

channelsUnderstanding the optimal customer journey

Integrating inbound and outbound interactions

Attributing marketing performance across

interactions

Increasing or enhancing customer engagement,

education, or loyalty

Transforming marketing strategy in the era of real-time

interactions

Measuring results across customer channels

Integrating online and offline interactions

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EXAMPLE 1. Challenge>Coke wanted to find a data collection platform to

replace its current web analytics system to enable data ownership and improved action.

Ensighten Solution>Coke leverages Ensighten Pulse to collect

marketing data on all of Coke’s web properties and key digital interaction points. his data set is then exported to Coke’s internal platforms for data distribution, analytics, and reporting.

Result>Improved data collection and orchestration that

drives improved insights and enhanced customer views at a fraction of the cost of licensing, implementing and integrating multiple data solutions in silos.

ENHANCED VIEW VIA

JOURNEY ANALYSIS

OMNI-CHANNEL

ANALYTICS

ENHANCE BIG DATA

ANALYSIS & INSIGHTS

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EXAMPLE 2. Challenge> Desire for client-side tagging approach to drive marketing

technology agility> Omni-channel data collection> Cross-channel profile stitching and data integration

across channels

Ensighten Solution> Fidelity leverages the entire Ensighten platform so it can

better orchestrate the deployment of technology and the collection of data to improve customer experiences in meaningful ways.

Result> Data collection across key customer interaction points> Stitch visitor IDs across channels to create unified view> Conversion event beacon to improve testing and

optimization> Improve offer management and content personalization

ACTIVATE CRM TO

PERSONALIZATION

UNIFIED

CUSTOMER VIEW

ACTIVATE

MICRO-SEGMENTS

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BEST PRACTICE Apply predictive analytics to determine best intervention – ‘channel, frequency, content and messaging’

99% of companies believe a single customer view is

important… but only 24%

have a single customer view

today

Source: Raab Associates quotingSource: Experian, Data Quality Benchmark Report 2015

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BEST PRACTICE :

AUDIT YOUR

CONTENT

INFLUENCE

E.G. USING

PAGE

VALUE

SCORES

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0

10

20

30

40

50

0-5 5-10 10-15 15-20 20-25 25-30 30-45 45-60 60-120

Conv

ersio

n Ra

te (%

)

Time to call after abandonment (minutes)

‘Timing is everything’ – when conversion countsAbandonment identified instantly

Typical session timeout detection

Normal

starting

point

SMS Conversion Rates

Email Conversion Rates

Source: Optilead

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Example call-back pop-up based on user behaviour

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PART 3. HOW CDPs – CUSTOMERS DATA MANAGEMENT PLATFORMS CAN HELP

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Focus on the channels that matter, but don’t be misled by ‘last click’ attribution

Source: Custora Pulse - large US retailers

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BEST PRACTICE :

Follow the

70:20:10 rule

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AdWords innovations to trial and optimise in 2017

Expanded text ads for Mobile Mobile Bid adjustments Cross-device attribution Account-level sitelinksPlus established nurturing techniques RLSA, Customer Match

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BEST PRACTICE :

Test the latest

Facebook

Dynamic ads

for retargeting

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BEST PRACTICE Using Paid media Remarketing to persuade more

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Why unified views are needed from CDPs…First party

cookie

Third party cookie +/-First party

cookie

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AIM – CREATE A UNIFIED PROFILE – OPTIONS:

Enables clients to leverage profile

between their proprietary applications,

but what about the other mission

critical point solutions?

MARKETING

CLOUD

Unified customer view cross journey. Best for first-party data collection.

Deepest integration with martech

ecosystem including CRM.

CUSTOMER DATA

PLATFORM

Profiles only limited to one channel –

usually the website – and are often

reliant on integrations with other

partners.

SINGLE VENDOR PROFILE

Excels at third-party data, but limited

in providing first-party data. Free

solutions don’t offer data ownership.

DMP

Provides data ownership, but costly,

time-consuming and lengthy

processing times.

BACK OFFICE

DATA INTEGRATION

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A Customer Data Platform integrates data sourcesFIRST-PARTY CUSTOMER PROFILE

CUSTOMER ID:

F294F248-0778

SOURCE Instagram Ad 359Z

DMP SEGMENT 237641

GEO LOCATION Chicago, IL

CAMPAIGN SEEN Switch, Malibu

CAMP. ENGAGED Malibu

VIDEOS WATCHED X231, 9B93, C3D0

SITES VISITED Cars.com, kbb.org

MOBILE APPS MyChevrolet

RETARGET SEGMENT Malibu Shoppers

EMAIL ADDRESS tjones@gmail.com

VEHICLE INTEREST 2016 Malibu

CHEVY USER ID F687DX325J

ZIP CODE 60290

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Visualising multi-touch complexity

Figure 8.17 Example of the sequence of visits to a site in generating conversions where two or more digital

media channels were involved (Codes for channels: D = Display, S = Search, X = Aggregator)

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Ensighten example – Fashion client (anonymised)

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MIRROR – the simple takeaway Minimize ad waste to disinterested people, Identify interested people in real time for ad targeting, Reallocate ads to those interested people, Record all campaign interactions across every marketing

channel, Optimize ad serving by campaign, tactic, vendor, and

people, Retrieve people-based ad data for media mix modeling

and attribution reporting Thanks to John Reilly, VP of Data Strategy, Ensighten

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Let’s Connect – Questions & discussion welcome! https://www.linkedin.com/in/davechaffey

Free interactive tool – review your digital capabilities: http://www.smartinsights.com/howgood/