webinar: decisioning - marketing’s game-changer€¦ · webinar: decisioning - marketing’s...
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© 2019 eMarketer Inc.
Webinar: Decisioning - Marketing’s game-changer
Six steps to decisioning and 1:1 personalisation
Paul Murrell
Director of Partnerships
Boxever
May 21, 2019
Tech Talk TuesdayBegins at 4:00 PM BST | 11:00 AM ET | 8:00 AM PT
Paul Verna
VP, Multimedia
eMarketer
Presented by
PRESENTER MODERATOR
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Decisioning - marketing’s game-changerSix steps to decisioning and 1:1 personalisation
Paul Murrell, Director of Partnerships, Boxever
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The era of price and product is over. The new battleground for customerattention is experience.
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Amidst all the CX buzzwords,jargon and hype, one term is missing...
Decisioning.
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DE CIS ION ING
Decision - or decision management - is a technique that blends big
data together with business rules and predictive analytics
(analytical models) to make smart decisions about what to talk to
customers about, and where, at any one time.
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Real World Execution
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CX with the handbrake on
Off the shelf decisioning solutions have the same
promise as the emperor’s new clothes. They’ve left
many businesses with the same disjointed,
impersonal and untimely CX
“
”
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The art and science of decisioning
Smarter, omni-
channel
interactions that
flex “in the
moment”
Wide-ranging
bottom-line
benefits
Drive how
you create,
implement and
refine customer
strategy
A new level of
instant, accurate
feedback
Empowers
super-charged
agility
Balances the
needs of the
business and the
customer
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Progress isn’t always straightforward
A lack of
understanding
Over-reliance
on traditional
segmentation
No customer-
first mindset
Siloed tech
and teams
Traditional
structures
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How do we get there?Let’s talk about the six steps
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01 Think big. Start small
— A pan-business workshop
— Adopt a start-up, disruptor mentality
— Start with 1-2 use cases
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Embrace decision first02
— Remove unhelpful bias
— Be led by your customer objective
— Develop a 12-month roadmap
— Establish roles and responsibilities
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Structure your business for CX
03
— Assess who you are, today
— Draw up a plan for transformation
— Take steps to empower short-term progress
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Treat decisioning as a system of operations
04
— Make your business plan relevant to all
— Build new processes for a more joined-up world
— Measurement, measurement, measurement
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Get the right skills onboard
05
— Hire for tomorrow, not today
— Consider “marketing technologists”
— Look for the right blend
— Encourage collaboration
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Get the right tools
— Assess your existing stack
— Unify data and decisioning
— Pick tools that democratise
— Future-proof your business
06
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The road ahead:bold steps and big questions
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Thank youContact us at [email protected]
Download our decisioning guide
http://boxever.com/decisioning-guide
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© 2019 eMarketer Inc.
Webinar: Decisioning - marketing’s
game-changer
Six steps to decisioning and 1:1 personalisation
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Paul Murrell
Director of Partnerships
Boxever
May 21, 2019
Tech Talk TuesdayQ&A Session
Paul Verna
VP, Multimedia
eMarketer
PRESENTER MODERATOR