Non creepy personalized marketing

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1 Confidential © Copyright 2015 Avanade Inc. All Rights Reserved. Confidential © Copyright 2015 Avanade Inc. All Rights Reserved. Connected Customer Jamie Hunt | VP, Experience & Design Oltiva Motors

Transcript of Non creepy personalized marketing

1Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

Connected Customer

Jamie Hunt | VP, Experience & DesignOltiva Motors

2Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

Oltiva Motors

3Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

Data Store• Historical reporting• Compliance and history• Data aggregation with data

brokers

Machine Learning• Recommendation engine

• Trend analysis

• Predictive analytics

Attributes serving User Interface• Highly valued customer score• Social aggregator identification

Sitecore

Experience Marketing• Targeted content -

personalization• A/B and multivariate testing• Real-time optimization• Experience Automation• Social Engagements

Content Management• Unparalleled authoring and

publishing experience for marketers• Shape every experience• Single content repository• Multi channel delivery

Experience Database• Customer lifetime brand

engagement and behavior history• Collect insights across channels• Pattern match algorithms and

Analytics

Digital Strategy:• Define User and

Business Objectives• Research• Digital Roadmap and Vision

User Experience:• People-Centric Design • Task Centric Approach• Usability Testing

Digital Marketing• Customer Experiences• Campaign

Management• Site/Content

Management and Optimization

Business Operations:• Define Data-driven

Decisions• Process Automation• Training• Measurement &

Optimization

eCommerce• Product Catalog• Shopping Cart• Inventory control & management

Dynamics CRM• Customer

Master Profile• Customer

Preferences• Social Profile• Workflow• Web Services

for Custom UIs

Dynamics Marketing• Campaign Planning• Campaign

Execution• Campaign

Automation

Uniform layer supporting eCommerce integration. Dynamics AX and Sitecore Commerce Server currently supported, but extensible for any eCommerce engine integration.

• Fulfillment• Integration with CRM for customer purchase history

Sitecore CommerceConnectDynamics CRM

Strategy & Experience Design

Dynamics AX

Data & Analytics

4Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

Introducing Oltiva Motors

• Major North American motorcycle manufacturer

• Technology-enabled bikes allow for rider and bike data collection

GPS LINK(NFC) Near FieldCommunications

Telematics

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Variety of media channels

Digital Business

Variety of online properties

Mary is a recent grad

DEMOGRAPHIC

SingleSan FranciscoNo BART accessLow budget

NEEDS (of a former scooter owner)

Convenience for city lifePower for longer ridesLow price pointBiker club/community

Understanding the customer

Steve Sofronas
these object need to be layed out better and more should be closer to the copy. Also the illustratino should look closer to the one attached. use that to tell the stoy as they appear,
Steve Sofronas
mke the magazine feel like a bike cover give it a real name

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Mary visits oltivamotors.com

CRM

Sitecore

AX

Mary checks out Oltiva.com and downloads

info from the site.

She builds her own custom bike to match her style.

She even chats with an agent about bike weight.

D&A

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Oltiva makes contact

Oltiva invites Mary to see how great their bikes

really are.

The sales person gives Mary a personalized experience based

on her profile.

He captures info on the gear she demoed and adds to her profile.

SKU: 32433349M

SKU: 32036149S

SKU: 92436149S

CRM

Sitecore

AXD&A

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Mary takes her test ride

Mary hits the pavement for her test ride.

The sales person captures her riding info, and even takes

pictures of her.

As personalization grows, so too does her

brand affinity.

CRM

Sitecore

AXD&A

Steve Sofronas
show the test ride in the mountains or someplace beautiful, lake, or into the sunset

9Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

14DAYS TO RECEIVE

YOUR BIKE

Buys the bike, downloads the app

Your bike will bedelivered todayat 12:00

1312111009080706050403020100

Download our app!

She’s sold. Mary buys the

bike.

She joins the online Oltiva community via their app.

The countdown to delivery is on.

CRM

Sitecore

AXD&A

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Oltiva initiates post-sales engagement

As more data about Mary is collected, the more personalized her

experience becomes.

She receives special offers on the gear she used during her

test ride.

CRM

Sitecore

AXD&A

Steve Sofronas
We are adding more right this is not the end of the scenrio

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Mary’s bike is delivered to her door

CRM

Sitecore

AXD&A

Mary’s bike is delivered and she can’t wait to share the

news.

Oltiva invites her to join a group ride with other new

bike owners.

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Using her data to serve her better, Oltiva keeps Mary engaged

Mary moved to Seattle and receives tire

suggestions for the wetter climate.

Gets refined product/service offers better suited to her new

home.

Oltiva uses Mary’s info to target new customers,

similar to Mary.

CRM

Sitecore

AXD&A

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Mary’s unique data helps shape future product decisions

CRM

Sitecore

AXD&A

Marketing & Sales

Maintenance

Community & Events

R&D

Steve Sofronas
We are adding more right this is not the end of the scenrio