Customer Portfolios - Ad:Tech SF Conference Presentation

11/18/16 1

Transforma.on of J&M’s Offline Data into Online Treasure

11/18/16 Customer Por=olios • Confiden.al 2 2

TCM is a comprehensive data, analy.cs, and closed-‐loop marke.ng system

Increased Life.me Value

Omni-‐channel Automa.on

Messaging Personaliza.on

Behavior Based Segmenta.on

Data Aggrega.on

We create a 360° view of your customer by integra8ng all disparate data sources.

We then execute comprehensive data analysis to generate ac8onable insights that drive increased customer

engagement and incremental transac8ons.

Customer PorBolios = Total Customer Mone8za8on (TCM)

Transforma8on of J&M’s Offline Data into Online Treasure

Johnston & Murphy: •  150+ years of business history

•  350+ stores – retail, factory, and airport

•  Tens of Thousands of SKU’s

•  Millions of Customers

•  Tens of Millions of transac.ons!

11/18/16 Customer Por=olios • Confiden.al 3

Customer Por=olios Marke.ng Pla=orm

There Are Many Best-‐in-‐Class Solu8ons on the Digital Landscape

The Marke.ng Technology Landscape growth:

•  947 Companies in ‘14

•  1,876 Companies in ‘15

…And it is not slowing down!


Solu8on Islands with Natural Synergies

1st Party Data Can Be Leveraged To Make Solu.ons Smarter!

•  Data Islands Everywhere

•  Establish Bi-‐direc.onal Feeds For •  Share 1st party customer data to enable

more effec.ve solu.on marke.ng •  Return solu.on results data to

close the loop and report lif

•  Create single point of customer measurement and understanding

Use Case: J&M Customer Por=olios/Monetate integra.on for improved personaliza.on


CP Customer Profile

POS / Store ( PII )

eCom ( PII )

Customer Service ( PII )

DMP ( no PII )

RT SEM

Social ( PII )

T Y G

Mobile ( PII )

APPs PUSH SMS

J&M MARKETING PLATFORM

Email DM

J&M MARKETING PLATFORM

Customer PorBolios-‐Monetate Integra8on

1.  Customer Por=olios customer profile is shared with Monetate

2.  Profile expands Monetate customer detail to enable more relevant targe.ng

3.  Customer is engaged with greater relevance of message, content and offer

4.  Data, ac.on and results are returned to Customer Por=olios for repor.ng


Monetate Customer Cookie

CP Customer Profile

1 Channel

90 Days

All Channels / Touchpoints

14 Years / All Customer Behavior and Transac.ons

Monetate Customer Cookie

Data Returned, Results / Lif Measured

Share Enhanced Customer Profile

Customer Engaged / Greater Relevance

Customer Profile Integra8on to Create a Smart Cookie!

J&M Customer Profile Alributes Shared with Monetate Round 1 – star8ng hypothesis •  Gender – of the customer visi.ng the J&M web site

•  Nth Order – is this their 1st, 2nd, 3+ purchase

•  Best Customer Flag -‐ >$1K spend in past 12 months

•  Woman Product Flag – have they ever purchased a woman’s product

•  Segment – 8 product category segments, e.g. Classic, Updated, Cool, Classic-‐Cool, Classic-‐Updated, etc.

Round 2 – add, based on learning post round 1 •  Dis.nct Channel – single – store OR web; mul. – store AND web

•  Store Channel Group – Retail, Airport, Factory, Web, Catalog or mul.-‐mix of Channels

•  Product Grouping – Footwear, Outerwear, Apparel, or mul.-‐mix of Product

Round 3 – next, to be determined once liA is demonstrated •  300 Alributes – a mul.tude of customer alributes like lag-‐days, next best offer, etc. to be leveraged


A Customer ID is embedded within every email link URL to enable Monetate to capture, then match to a customer who “clicks” thru to the web, using the J&M Smart Cookie

CP ID Process & Customer Profile Sharing

Customer ID Process

Connec8ng Data Sources to Drive Increased Ac8on & Value

Monetate launched 3 pilots

Goal to test Smart Cookie lif with the CP Customer Profile

Pilot programs targe.ng:

1.  Gender Based, increased engagement on homepage

2.  Specific Shoppers, to drive cross-‐category

3.  Best Customer, increased targe.ng and relevance


J&M / Monetate Gender Based Results Women – replacing homepage slider; liA of test over control

•  16.4% Revenue per session

•  6.6% Order Value per session

•  23.3% New Visitor Conversion per session

Men – replacing homepage slider; liA of test over control

•  -‐3.3% Cart Abandonment per session

•  6.4% Conversion Rate per session

•  4.9% Revenue per session

Buyers Test 1 -‐ Revenue per Buyer Total

90 $125 $11,250

Transac8on vs Future Value Success


next best offer test: Shoe Buying Customer Retarge.ng Goal: Revenue Gen.

Test 1: Same Category -‐ $125

Results: 90 of 100 Conversion

Test 2: Cross Category -‐ $125

Results: 70 of 100 Conversion

Buyers Test 2 -‐ Revenue per Buyer Total

70 $125 $8,750

TransacVon Winner! Buyers Test 2 -‐ Revenue per Buyer Total

70 $125 $8,750

Buyers Modeled 12 Month Rev Per Buyer Total Future Value

70 $150 $10,500

22% LiY! Total Rev – TransacVon & Future Value: $19,250

Future Value Winner! Buyers Test 1 -‐ Revenue per Buyer Total

90 $125 $11,250

Buyers Modeled 12 Month Rev Per Buyer Total Future Value

90 $50 $4,500

Total Rev – TransacVon & Future Value: $15,750

All figures are examples and not real

Closed-‐Loop Architecture To Make It All Happen


Technology Team

Analysis Team

ExecuVon Team

Strategy TeamCustomer Porbolios Plaborm

Marke.ng

Mobile

DMP

Social

POS / Store

eCommerce

Conclusion

Integration from all offline sources to engage and monetize customers online

•  Create a Smart Cookie to customize online personalization experience based on lifecycle marketing

•  Serve customers specific, targeted messages determined by modeling and segmentation

•  Coordinate with emails and catalog and offline communications to deliver an un-broken customer experience

•  Enable proactive engagement vs. reactionary programs

•  Capture and analyze all results (on and offline) in order to measure lift in customer’s lifetime value based on current and future modeled behavior


11/18/16 12

Transforma.on of J&M’s Offline Data into Online Treasure

Thank You!

Customer Portfolios - Ad:Tech SF Conference Presentation

Technology

Transcript of Customer Portfolios - Ad:Tech SF Conference Presentation