provoke: achieving enhanced personalisation through big data – david sigerson, sitecore
TRANSCRIPT
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Achieving enhanced personalisation through big dataAre you ready for “Internet of Me"
Presented by // David SigersonSitecore Business Optimisation Services (SBOS).15 July 2015
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Which one has
BIG DATA?
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We share over
95% OF GENES
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The amount of data passed to the brain via
sensory organs is
THE SAME
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Which one has
BIG DATA?
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It’s not the amount of data but the way it is
encoded to make sense of the world that makes
the
DIFFERENCE
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We got smart building mental representations of
others driven by
SOCIAL INTERACTION
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We didn’t get smart by being good at science,
although that is a useful
SIDE EFFECT
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1010
CUSTOMER EXPERIENCE MANAGEMENT
EXPERIENCEThe sum of total conscious events. Oxford Dictionary
CUSTOMER EXPERIENCE“The customers perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, channels, systems or products”. Gartner,2014
CUSTOMER EXPERIENCE MANAGEMENTThe practice of designing and reacting to customer interactions to meet customer expectations and this, increase customer satisfaction, loyalty and advocacy. Gartner,2014
Source: Gartner , 2014
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The Challenge: Random Customer Journeys
Visit website
Search manydates
Research routes
Search vouchers
Get quotes
Search aggregator
Chat online with CS
Openemail
Compare
Sign upfor
newsletter
I want to buy…
How do I decide?
Visit competitorwebsites
Mobile Apps
Askfriends
Random Acts of Marketing
Review sitesClick on ads
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Step 1: Data/Knowledge is spread across the organization
CRMSocialMedia
Customer Support
Website
POS Apps
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xDB was built specifically for Customer Experience data
CRMSocialMedia
Customer Support
Website
POS Apps
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Sitecore xDB
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Sitecore’s Unified Platform makes it possible
Integrate with business systems or other sources
Collect and Connect actionable customer data
Analyze, get insight, make decisions and automate
Manage content, information and assets
Personalize messaging across all channels
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Modern personalisation is about linking
together systems to build
CHAINS OF MARKETING
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The Challenge: Random Customer Journeys
Visit website
Search manydates
Research routes
Search vouchers
Get quotes
Search aggregator
Chat online with CS
Openemail
Compare
Sign upfor
newsletter
I want to buy…
How do I decide?
Visit competitorwebsites
Mobile Apps
Askfriends
Random Acts of Marketing
Review sitesClick on ads
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Googlevendors
Purchaseusing
promotion
Google competitors
Freetrial
DownloadWhitepaper
Chat online with CS
Watchvideo
I want to buy…
How do I decide?
Visit vendor’swebsite
Read3rd party
review
Receiveemail offer
Orchestrated Marketing
VisitFacebookpage and
Like
Askpeers
The Opportunity: The Orchestrated Customer Journey
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Case Study
easyJet
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Use of Sitecore
Campaign PersonalizationRules Based PersonalizationBooking History PersonalizationSystemic Personalisation
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Outcomes
“During the easyJet January Sale, easyJet’s biggestto date, the personalised homepage helped fill two planes every minute”
20% bookings increase.
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THE FUTURE OF
MARKETING
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Modularisation will evolve to AGENT-BASED
INTELLIGENT
MARKETING
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The future for marketers is a
MARKETING EXOSKELETO
N
Tools that translate human
marketing thoughts and strategy into
more powerful
ACTIONS
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If you want to learn more about improving customer experience
Check outwww.Sitecore.netwww.connecttheexperience.com
Email me:David Sigerson, [email protected]