Personalising for incredible customer experiences · Audience Insights. What is it telling us?...
Transcript of Personalising for incredible customer experiences · Audience Insights. What is it telling us?...
Merkle Delivers Connected Adobe Solutions
How do we activate it?
ActivationEmail Web DMP Call Social Mobile Store SMS Personalization
Orchestration
What do we do about it?
Orchestration
Audience Insights
What is it telling us?
Insights
Identity Management
Where is the data?Data
Management
Constant classification
Cross channel optimization
Next best action
Workflow managementMarketing
automationCampaign
management
Marketing
database
Digital data
storage
PII data storage
Data quality &
enhancement
DMP integratio
nOnboardin
g
VisualizationAttribution
SegmentationModeling
Profiles
STRATEGY AND BRAN
D
TECHNO
LOGY
DATA
How do we activate it?
ActivationEmail Web Call Social Display
What do we do about it?
Orchestration
What is it telling us?
Insights
Where is the data?Data
Management
Constant classification
Cross channel optimization
Next best action
Workflow managementMarketing
automationCampaign
management
Marketing database
Digital data
storage
PII data storage
Data quality & enhancement
DMP integration
Onboarding
Visualization
Attribution
Segmentation
Modeling
Profiles
TECHNO
LOGY
DATA
Adobe Media Optimizer
Adobe Primetime
Adobe Social
Adobe Campaign
Adobe Experience Manager
Adobe Target
Adobe Analytics
Adobe Audience Manager
What does Virgin Holidays Sell?—
Company set up by Richard Branson in 1985 a year after Virgin Atlantic
1
We sell holidays globally for UK consumers2
Main markets are Florida and Caribbean3
Virgin Holidays - Culture—
1 A high value considered purchase with long customer journeys
2 Trading business with weekly trading needs
3 Fast-paced: speed is everything
4 All employees are encouraged to take ownership of their work and step up
5 In House CRM team with all execution done in house
The Past—
Customer communicationswere only trading-focused, constant trading of weekly deals
Complex email setupthree different tools in order to send an email
Lots of preconceived ideasabout information in the database & inefficiencies in the SCV
No cultureof creative or subject line testing
Marketing/CRM teamwith no analysts and data background
Communicationswith very limited personalisation
Multiple departmentscontacting customers
The need for change
• Our old set up was extremely inefficient
• Many hours were wasted with data files going from place to place between the 3 systems
• It wasn’t future-proofed for the needs of the business
• Customer data was spread all over the place, with incredible complexity
• Lots of different departments communication with customers
• Lots of data silos across the business
—
The need for change
Segmentation(Unica)
CreativeExecution
(M&C Saatchi)
Sendingthe email
(eBay)
“We wanted to centralize all communications fromall departments and channels through a single
scalable solution”
Our journey towards a unified customer experience
• A single tool that handles all campaign execution across various channels
• Ability to redesign the customer database so that a marketer can use it
• Creates a campaign from beginning to end in a single workflow
—
The need for
change
Segmentation(Unica)
CreativeExecution
(M&C Saatchi)
Sendingthe email
(eBay)
The need for
change
Segmentation(Unica)
CreativeExecution
(M&C Saatchi)
Sendingthe email
(eBay)
Phase I
Phase II
The Migration was a Success
44 data tables with 2,000 variables reorganised into 7 data tables with 200 variables – simplicity was key
—
1
Project delivered on time and in budget – just six weeks to send our first email in Adobe 2Normal marketing users could now take ownership and build their own campaigns. Email creation time reduced from a whole day, to hours3CRM team is now the central voice for customer experience; all departments contact us in order to improve the service for our customers4Key success factor – we got Adobe live in six weeks5
Our most successful email of the campaign of year?—
1. Contextually relevant
2. Larger images, minimal text
3. No sales message!!!
The results – We delivered our best peak sales ever!—
37% Increase of
Margin
38% Increase in calls33%
Increase in web traffic
66%Increased Awareness
Our new focus on the customer—The CRM team now has two main team objectives:
1Drive revenue from customer
communications
2Increase NPS by
improving the experience
Created four core strategies across the customer journey—
2Discovery Pre Departure Return Home Tailor Triggers
Increase Anticipation
Engagement: sales (upsell) or brand engagement
Decrease Anxiety
Service: essential information you need for your holiday - sent to all customers, regardless of marketing opt-in preferences
The new Pre Departure strategy is built on just two
clear principles
Redesigned the whole customer journey post purchase
—
2
5. Up-sell Email
RECEIPT
BOOKING CONFIRMATIONS
CONGRATULATIONS
BOOKING CSQPAYMENT REMINDERS
TRAVEL DOCS
PRE-BOOK SEATS
UPSELL
PRICE FLUCTUATION
BOOKING CHANGE
BOOKINGAMEND / PROCESSING
BOOKINGCANCELLATION
PART PAYMENT
FULLPAYMENT
PRINT DOCS
TICKET DELAY
CONCIERGE
ONLINE CHECK-IN
ARRIVAL
35 disjointed communications
Personalising to improve the experience – Flight Changes —
Hello Saul,
Your flight time has changed by 55 minutes
ABCDEF
Business Results—Engagement
rates 10 times higher
than our marketing
emails
Our Pre Departure
scores have increased by
5%
Upsell per booking
increasing by 11%
Customer self-serve increasing by 7% by
shifting more traffic to
MMB
£3.3M in incremental
revenue across all
destinations
Project ROI of £16.2:1
Employee Engagement scores of 90%
Created four core strategies across the customer journey—
2Discovery Pre Departure Return Home Tailor Triggers
Out Strategy – Return Home—Returning home can be emotionally turbulent with many getting the holiday blues.
Keep the excitement alive.Flatter me, and celebrate my achievement.
1 2
Our Omni Channel Approach to Return Home Communications
DAY 0 DAY 1 & 3 DAY 7 DAY 21 DAY 35
WELCOME HOME CALL FROM AGENT
CELEBRATE THE PLANNER
CS QUESTIONNAIRE (NPS)
RELIVE YOUR HOLIDAY – FOOD
DAY 28
SHAKE IT SMS PROMO CODE
DAY 42
COUNT UP EMAIL & FOLLOW UP
WELCOME HOME POSTCARD
DAY 14
DESTINATION DECIDER
DAY 60
RELIVE YOUR HOLIDAY – MUSIC
RELIVE YOUR HOLIDAY –LANGUAGE
—
We must consider & balanceMultiple Factors
Profitable customer base growth
Personalisation
Portfolio not product-led strategy
Competitive threats
Real time data requirements
Life cycle management
We need to Crawl and run at the same time
Organising the underlying data foundation
Immediate commercial impact
Managing personalisation strategyacross multi-brand partnerships
Responsible data policy e.g.
GDPR / Opt-ins
Consumer expectations
Channel nuances
Contractual data-sharing
terms
Personal loans are our core focushowever transactional data insight can be limited
Transactional account
Credit card
Personal loan
Strategic approach
1Lowinteraction cadence 2 Customer
brand recognition barrier
3 Highly competitiveacquisition challenge
“PERSONALISATION AT SCALE”
4 1:1 channel overload
Activating the data the business does have to enable a more effective marketing plan
1st party + 2nd and 3rd party data sources
Codification and orchestration of intent signals
Communications and content execution
Website interaction data
CRM data
Device / ID sync
1:1 analytics
Behavioural codification
Segment intent
Media targetting
Creative personalisation
Enabling thepaid media ecosystem
The core strategies applied
Personalised re-targeting creative
Look-a-liked high value customers
Excluded converted customers
Retention based on
finance terms
The test and learn approach
Publisher 1st party data segments
Look-a-likes of 1st
party data segments
1st party data segments overlaid with 2nd and 3rd
party data
Look-a-likes of high value customers
Retention of existing high value customers
Nine
Yahoo!7
Fairfax
Fairfax
Domain
Progressiveuse case enablement
Set-up Basic media use cases Advanced media use cases Cross-channel integration Decisioning model integration
Onboard website data
Onboard CRM data
Product level segment look-a-
liking
Exclusion of existing customers
Look-a-liking high value
Cross-sell messaging
Negatively targetting
undesirable traits
Life stage based
creative
Targetted partner offers
CC Transaction driven offers
Website personalisation
Call centreintegration
Push 1:1 marketing integration
(eDM, DM, SMS)
Next best action model
integration
Attrition model integration
Automated ROI based media
buying
You are
here
Keylearnings and observations
1Start withsimple / high impact use cases
2 Win trustfrom compliance 3 Get specialist
support 4 Experiment and be comfortable with failure