ORC presentation download - mk0exponeav2vrysryl9.kinstacdn.com · CDXP = DP + AI + ESP + UX + x...
Transcript of ORC presentation download - mk0exponeav2vrysryl9.kinstacdn.com · CDXP = DP + AI + ESP + UX + x...
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Networking13:00 – 14:00
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SamuelGLOBAL HEAD OF CONTENT
Kellett
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Who is Exponea?
It's great to find a partner who thinks the same way.Nicola Fox | Head of CRM
“
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Growth Through Loyalty: The New Growth Paradigm Enabled by a CDXP14:35 - 14:55 PM
What Is The Scope Of Today’s Event?
Measuring Success: User-Based vs Session-Based Metrics15:35 - 15:55 PM
Future Problems and Solutions16:35 - 16:55 PM
Black Friday Panel16:55 - 17:15 PM
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Meet The Thought Leaders
Ian JindalCo-Founder & Editor in Chief
Brian McBrideDeputy Chair
Ricardo GómezHead of 365 Consumer Marketing
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Meet The Thought Leaders
Denise FenderGlobal General Manager
Business & Digital Transformation
Gianfranco CuzziolGlobal CRM Lead
Rod AnthonySenior Consultant,
Wunderman Commerce
Andy MulcahyStrategy and Insight
Director
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Meet The Thought Leaders
Peter IrikovskyCEO
Samuel KellettGlobal Head of Content
Peter JakusHead of Academy
Bruno GorgulhoGlobal Head of Solutions
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IanCO-FOUNDER & EDITOR-IN-CHIEF
Jindal
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
I A N J I N D A LC h a i r m a n &
C o - F o u n d e r
@ r e t a i l x
@ e t a i l
@ i a n j i n d a l
L o n d o n - O c t o b e r 2 0 1 9
R e t a i l 2 0 1 9
Hello
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
Companies
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
Where the customers go
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
200,000,000
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
Operational excellenceis becoming normal
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
Delivery – fulfilling your promise
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
Human Scale
Tesco Extra – new format
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
Experience as well as transaction
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
Ellis BrighamOutdoor equipment store
Ice walls (with instructors) in their stores.
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
https://www.intersect-nyc.com/
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
https://www.starbucksreserve.com/en-us/locations/new-york
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK https://store.google.com/?srp=/category/hardware_pop_up
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
© Getty Images
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
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© 2019 @etail www.retailx.netOctober @ianjindal London, UK
I A N J I N D A LC h a i r m a n &
C o - F o u n d e r
@ r e t a i l x
@ e t a i l
@ i a n j i n d a l
L o n d o n - O c t o b e r 2 0 1 9
R e t a i l 2 0 1 9• Ever-improving capabilities – even as the
market becomes increasingly challenging• Marketplaces and brands are gaining
customer attention• S.O.L.D at forefront of capability• Experimentation in store, but very few have
moved “experience” beyond a marketing gimmick
• Customer interaction and selling is across all channels, with mobile and social leading the way
• Authenticity (previously the domain of purposeful brands and niche retailers) is mainstream
• Sustainability• Front-line staff
Thank You
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PeterCEO
Irikovsky
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Growth Through Customer Loyalty
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How Retailers Piss-Off Customers
After-purchase discount on what they just bought Segmented campaigns1SITUATION SOLUTION
Flood of emails with irrelevant offers Customer interest predictions2Recommending products not availabe in their size Recommendations with sizes3Using inappropriate channels Channel prediction4Displaying annoying influencing messages Predictive multi-arm bandit5Retargeting with item you just bought CDP integration with retargeting6
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We Are Living In a Different Era
Acquisition + Loyalty
E-Commerce Growth > 100%
2000
Early Adopters
1990
Innovators
> 50% >30% 14% 3%Loyalty
2010
EarlyMajority
2018
LateMajority 2025
Laggers
Acquisition LoyaltyFOCUS
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Growth Is Important
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Loyalty Is Critical
Down 90+%
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20%
80%
Investing Where It Matters: Acquisition vs. Loyalty
RevenueYear 1
-20%
Lossof Customers
+10%
RevenueYear 2
+30%
CustomersIncrease
Marketing Budget
RevenueYear 1
-10%
Lossof Customers
+16%
RevenueYear 2
+26%
CustomersIncrease
Marketing Budget
10%
90%
Churn Acquisition Loyalty Budget
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The Difference Accumulates Over Time
Churn
RevenueYear 1
-20%
Loss of Customers
→110%
RevenueYear 2
+30%
CustomersIncrease
Acquisition Loyalty Budget
-22% +30% → 118%134%
CustomersIncrease
RevenueYear 3
Loss of Customers
RevenueYear 5
…Maximum sizeof business $150m
TRADITIONAL APPROACH
RevenueYear 1
-10%
Loss of Customers
→ 116%
RevenueYear 2
+26%
CustomersIncrease
-12% +26% → 130%166%
CustomersIncrease
RevenueYear 3
Loss of Customers
RevenueYear 5
…Maximum sizeof business $260m
LOYALTY APPROACH
100%
100%Extra 32% in 5 years
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The Most Important Chart of AllR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Cohort evolutionR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Cohort evolutionR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Cohort evolutionR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Cohort sustainabilityR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Cohort sustainabilityR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Cohort sustainabilityR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – New vs Existing CustomersR
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Are you really growing?R
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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The Most Important Chart – Are you really growing?R
even
ue in
$
Revenue Segmented By First-Purchase Cohorts
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Which Company Would You Like to Be?
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Taking TheNext Step
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Old Model vs. New Model
Channel CustomersManager
Channel-Centric Approach
Retail
Online
SMS
Call Center
Triggering Content
WEB
Triggering Content
ADS
TriggeringContent
TriggeringContent
STORE
Trig
gerin
gCo
nten
tSM
STr
igge
ring
Cont
ent
MOB
ILE
CUSTOMERS
Customer-Centric Approach
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Why Are You Still Channel-Centric?
You’re MissingA Customer Data& Experience Platform
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Why Is Exponea The #1 CDP?Because It‘s a CDXP
Exponea is the market leader in the customer data platform category, according to independent review site G2 Crowd.
CDXP
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Gartner’s Interactive Hype Cycle
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CDXP Explained
CDXP = DP + AI + ESP + UX + x
Full fledge Customer Data Platform enabling complete
Single Customer View
Real-Time Predictive & Recommendation
Capabilities
Complete email service platform with real-time
triggering, A/B testing & multi-language support
User experience platform enabling 1:1 level of
personalization
Thex-factor
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A/B Testing Is Dead - A.I. Brings New CapabilitiesWith Faster Implementation & Massively Better Impact
ClassicA/B Testing
Control GroupVariant 1
Approaches To A/B Testing
ResultReal Impact
60%10%
Variant 2Variant 3Variant 4
10%10%10%
0,3%0,03%
DynamicMulti-Arm Bandit
Control GroupVariant 1
ResultReal Impact
60%10%
Variant 2Variant 3Variant 4
10%10%10%
at start
0,1%0,1%0,1 %99,6%0,1 %
at end
0,3%0,3%
PredictiveMulti-Arm Bandit
Control GroupVariant 1
ResultReal Impact
60%10%
Variant 2Variant 3Variant 4
10%10%10%
at start
23%7%4%49%17%
at end
15%15%
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How Does Multi-Arm Bandit Work
Deposit accountspecial offer
Loan on product pagewith message B
Loan on homepagewith message A
Retargetingwith mortgage
D-AutoC-AutoB-AutoA-Auto
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How Does Predictive Multi-Arm Bandit Work
Deposit accountspecial offer
Loan on product pagewith message B
Loan on homepagewith message A
Retargetingwith mortgage
D-AutoC-AutoB-AutoA-Auto
AI AI AI
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The Multi-Arm Bandit Is Only Possible Within CDXP Platform
CDP
UX
A.I.
ESP
Multi-Arm Bandit Process
Real-Time Data Access
Real-Time Best Variant Predictor
Best Variant Triggering
Best Variant Display
CDXP
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Predictive Multi-Arm BanditEnables Companies To Avoid Negative Social Influence
Banner
“Happy to take offer”
Example
If YouPurchase Today, You Get XYZ
+
Emotion
SHOP NOW
“Irrelevant”
“Why do you push me”
CLTV
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Other Use-Cases Only Possible With The CDXP
CDP
UX
A.I.
ESP
PredictiveBanditCDXP
Ad Camp
Catalogue
RecoSizes
PredictiveRetargeting
Customer-Centric Metrics
Non-Flickering Experience
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FinalThoughts
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How many of you have someone in your C-Suite with Customer Loyalty as their #1 priority?
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Who believes that accessto a Full Customer Profilecan create a lot of value?
How many of yourcolleagues have accessto a Full Customer Profile?
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AskAnything
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Key Takeaways From Peter
Growth is important, loyalty is critical.1Customer-centricity is necessary for survival.2The CDXP enables use cases not possible before.3
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Denise
GLOBAL GENERAL MANAGERBUSINESS & DIGITAL TRANSFORMATION
Fender
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Coffee Break15:15 – 15:35
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PeterHEAD OF ACADEMY
Jakus
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MeasuringSuccess
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The Way You Set & Measure Your Goals Drives the Results
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Disruption Starts Unnoticed, From Unexpected Places
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How GamesDisrupt the WayE-commerce MeasuresResults
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Simo Ahava |
Have you ever actually stoppedto consider just what metricsyou are optimizing againstwhen using a web analytics platform?
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Golden Standard: Highly Used Google Analytics Report
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Conversion Rate Shows The Potential of Paid Search
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How Are These Metrics Calculated?
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The Struggle With Sessions
Source: https://conversionista.com/en/blogg/look-at-correct-conversion-rate-2/
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Lukas Vermeer
• Why define a "session" in the first place?
• What do we need it for?
• It's a broken construct, so can we not just simply do without it?
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The Struggle With Sessions
Source: https://conversionista.com/en/blogg/look-at-correct-conversion-rate-2/
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Why Should You Care?
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Where to Take and Where to Give?
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Where to Take and Where to Give?
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Campaign Reach
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Did We Improve The Campaign Or Not?
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The Way You Set & Measure Your Goals Drives the Results
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Is This Really a Disruption?
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The Whole World is Talking About it.Or is it?
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Every Disruption Needs a...
2012 20162005 2019 those who
get itthose who
follow
CDPs
Timeline :)
BETA
CDXPs
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Customer Data and Experience Platform
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Session-based architecture was relevant in 2005, in the channel-centric world.
Session-based architecturewas relevant in 2005,in the channel-centric world
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Session-based architecture was relevant in 2005, in the channel-centric world.
Join the movement of retailersthat are challenging the waysuccess is measured
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Are You the Tesla or the Pinto?
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Measuring Success:Key Takeaways
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Key Takeaways From Peter
The way you set and measure your goals drives the results.1Session-based architecture was relevant in 2005, not 2019.2Sell to people. Not sessions.3
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Ricardo
HEAD OF 365 CONSUMER MARKETING
Gomez
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Coffee Break16:15 – 16:35
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BrunoGLOBAL HEAD OF SOLUTIONS
Gorgulho
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FutureProblems& Solutions
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Customer Data and Experience Platform
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The Times, They Are a-Changin’
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For Companies As Well, The Choice Is Just Too Complex
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Tech Stack Fatigue’s Impact On Innovation
Your tech stack defines the teams you hire and the campaigns you make
A vicious cycle
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How Do You Alter That Cycle?
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Experience& Measurement
A Virtuous Cycle
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“If you can’t measure it, you can’t improve it.”Peter Drucker
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Get To Know Your Customer By Providing Value
o Hi, how can I help you?
q I am looking for trousers
o (seeing the current clothing) Are you interested in silk?
q I am looking for something more casual… like cotton.
o Let me take your measurements and prepare some samples for your next visit – can I have your phone number to let you know once I have the pieces?
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The Measurement & Experience Cycle
You want to identify that anonymous visitor
Give them something in return
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Using Available Measurements, Experience Improves In Steps
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EXPERIENCECDP
How Experience Turns Into Measurement
CDXPCustomer Data and Experience Platform
Website
CRM, ERP
In-store
Channels
Offline
Social
Products
ReportsAI
Web
Remarketing
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Automating The Measurement & Experience Cycle
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Loyalty Scenario In Exponea
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The Issue with Identity resolution
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Customer Journey
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Cost
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Cost + Revenue
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Cost + Revenue
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Journey Of Separate Cookies
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Identity Resolution
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Website actions
Internal Exponea
Event
****
Single Customer View In Real Life
Offline purchase
Loyalty data
****
****
********
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Identity ResolutionIn Real Life
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Step 1: Website Behaviour
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Step 2: Offline Store Purchase
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Step 3: Creating Single Customer View
Thank you for your purchase!
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AttentionIs LimitedUse It Wisely
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Stop Blasting! Save Money, Be Relevant
20% of mailing database77% of revenue
0% revenue
52% of mailing database
The PURIGADOapproach
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Step 1.
• What purpose do you really want your customers to fulfill?• Are you looking at the right metrics?
Purpose
Define Customer Engagement
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Step 2. Rite Of Passage
Dive Deep Into Your Data
• Which customers fulfill that purpose?• Which customers do not spark joy - or harm your business?
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Step 2.
• Which customers fulfill that purpose?• Which customers do not spark joy - or harm your business?
Dive Deep Into Your Data
Analysing..
Rite Of Passage
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Step 3.
• Before removing them, try a different approach• Give them another chance, before giving up on them
Game Over
Get Rid Of Bad Customers, In A Smart Way
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Step 4.
• Go through the exercise periodically• Automate parts of it
Do It Again
Remember: It’s Not A One-Off Task
Prevent clutterA
naly
sing
..
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step 1:
step 2:
step 3:
step 4:
PURPOSE
RITE OF PASSAGE
GAME OVER
DO IT AGAIN
PURIGADO a method to remove the unnecessary
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Check Out OurDemo stations!
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Future Problems & Solutions:Key Takeaways
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Key Takeaways From Bruno
Get identity right1Build a cycle between experience and measurement2Attention is limited, so use it wisely3
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Black Friday2019
PANEL DISCUSSION
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