ANIn Bengaluru Dec 2024 | Building a Quality-Centric Business Architecture: Philosophy for Excellence by Nisha Kesavan
- 1. Building a Quality-Centric Business Architecture Philosophy for Excellence
- 2. Core of Business Architecture The Creative & Collaboration ? Media Delivery Planning ? User level modeling ? Efficient spending of media budgets ? Continuous testing and feedback loops ? Better understanding metrics While creating campaigns - Collaboration between teams (Dev, QA, Ops). High transaction volumes and real-time processing. Ensuring compliance with privacy regulations (GDPR, CCPA). Tackling - Unique Challenges Complexity of integrations (DSPs, SSPs, ad exchanges). Quality Controls Importance of data accuracy for targeting and reporting Built-in validation mechanisms for incoming and outgoing data. Ad Fraud Prevention - detect and mitigate fraudulent traffic.
- 3. ? Person level ID ? Clear, Comprehensive Customer view Future-Proofing with Customer Identity ? Go Beyond Basic Personalization ? Build a Data capture strategy Layering Data Assets: Data Alignment & Activation Planning ? Instant Personalization ? Building capabilities for personalized marketing Designing Personalized Customer Content ? Analyze Engagement ? “Always On” cycle for learning & adaptation Taste Testing for Continuous Improvement "Future-Proofing Customer Engagement with Personalization"
- 6. Metrics
- 7. 1. Real-Time Engagement Metrics ? Click-Through Rate (CTR) ? Engagement Rate ? Session Duration ? Response Rate (Email/SMS) 2. Personalization Effectiveness Metrics ? Conversion Rate ? Offer Uptake Rate ? Bounce Rate ? Content Engagement Metrics 3. Customer Journey Metrics ? Cross-Channel Engagement ? Customer Retention Rate ? Repeat Interaction Rate ? Journey Completion Rate 4. Customer Sentiment & Loyalty Metrics ? Net Promoter Score (NPS) ? Customer Satisfaction Score (CSAT) ? Churn Rate ? Customer Lifetime Value (CLV) 5. Data Quality & Capture Metrics ? Data Capture Rate ? Preference Center Usage ? First-Party Data Accuracy 6. Continuous Improvement Metrics ? A/B Testing Results ? Test Iteration Success Rate ? Time-to-Engagement
- 9. Key Elements of Customer Journey Optimization Identifying Pivotal Interaction Points Fine-Tuning Onsite Elements Deploying Customized Strategies Boosting Conversions and Retaining Customers Uncovering Advanced Audience Analytics
- 11. CJO: Developing The Lead Capture Strategy ? Step 1: Session 1: New user arrives on the site We display a Lead Capture Entry Double Overlay with a “Welcome to UK Radiators” message. ? Step 2: Rich user pro?les & customized email strategy Customize the user experience by collecting their shopping needs. ? Step 3: Persistent ?oating button reminder While browsing, the user is presented with the 10% o? o?er and has the opportunity to take advantage of the o?er at any point of the journey. ? Step 4: Secondary Opt in Users now have another chance to sign up and receive the 10% o? o?er after they have browsed and found an item they like. ? Step 5: Session 2: Returning user arrives on the site Returning users who did not utilize the 10% o? o?er or purchase in their previous
- 12. DSP – Demand Side Platform
- 13. Key Factors to Choosing a DSP 1. Essential Features o Audience Targeting: Target users by demographics, behavior, devices, etc. ? Example: An outdoor gear brand targets users who frequently visit hiking blogs. o Bidding & Budgeting: Models like CPM, CPC, and lifetime budgets optimize spending. o Real-Time Analytics: Adjust campaigns instantly based on live performance metrics. 2. Performance and Scalability o Scalability: Supports small or large campaigns seamlessly. ? Example: Expanding campaigns to new regions without performance drops. o Reliability: Uptime, fast bidding, and execution ensure ads reach the audience effectively. 3. Cost and Pricing Structures o Transparency: Avoid hidden fees. o Value for Money: Higher-priced platforms often offer superior features like advanced targeting and real-time reporting. ? Example: Paying more for detailed audience insights can significantly improve ROI.
- 15. Here’s one of the success stories of my team…