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This document discusses how companies can personalize the customer experience across channels using data. It provides three key steps: 1) Organize customer data into a single view, 2) Leverage various customer input sources to understand customers, 3) Take action to personalize the customer experience through on-site merchandising, guided selling, email recommendations, triggered emails, and profile-powered segmentation. The goal is to increase customer engagement and conversions through relevancy.
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iGo Digital - Portland 3sixty Live
- 1. The Personalized Web Sean Biek Senior Solutions Consultant sbiek@exacttarget.com
- 2. variable speeds chopping action ice crusher refurbished new 40 oz. 5-year warranty brand soup & gazpacho $$$$ easy to clean pureeing juices Dishwasher safe 350 watt dimensions
- 8. What connects the consumers experience across all channels? Personalization
- 10. The Building Blocks of Personalization Identify all data sources Organize data PersonalizeTake action
- 12. Explicit 油 Single Customer View: iGo Point of interaction: ET
- 14. Leverage Consumer Input Sources
- 15. Leverage Consumer Input Sources
- 16. Leverage Consumer Input Sources
- 21. 21 油
- 22. Personalizing product recommendations, like those provided by iGoDigital, can increase conversions site-wide by up to 10%. iGoDigital Customer Benchmarking Data
- 23. Whats better than predicting? Asking!
- 24. Guided Selling A Personal Boutique Approach Guided Selling Tools create an experience that helps shoppers navigate through the product catalog and make a more informed decision.
- 36. Olay: 油Cross-足Channel, 油Global 油Capabili:es 油 Build 油once, 油deploy 油across 油retail 油partners, 油channels, 油and 油countries 油 油 Syndication and Localization
- 37. H.H. Gregg Use Case Study Quick Facts ≒ 9 Guided Selling Tools ≒ 1 Platform ≒ 1 Front End Development ≒ Key Differentiator 油 Average 油Search 油to 油Cart 油Rate: 油 9.45% 油
- 38. Search Results Based on Profiles
- 39. Consistent relevant messaging Email Recommendations
- 41. Lids.com ≒ Identified Team and Style Based Shoppers ≒ Recommendations Made: ≒ Onsite ≒ Marketing Emails ≒ Transactional Emails
- 43. Targeted emails based on customer demographics alone produced response rates up to 18x greater than those that were not targeted. Excerpt from McKinsey Global Institute research report.
- 44. Results: 油 ≒ Open 油Rate: 油52.9% 油 ≒ Click 油Rate: 油23.3% 油 ≒ Conversion 油Rate: 油17.4% 油 Personalized 油Product 油 Recommenda:ons 油based 油on 油the 油 shoppers 油most 油recent 油onsite 油 behavior 油 Personalized, 油dynamic 油subject 油lines 油 increase 油open 油rates 油by 油10% 油over 油 sta:c 油subject 油lines 油
- 45. 油Op:miza:on 油
- 46. Instant Activity-based Email via iGoDigital iGoDigital can observe cart abandonment and fire off a trigger message in order to maximize opportunity to close a pending purchase. In addition, other events and conditions can trigger a message via an iGoDigital call to the API, including: ≒ Remarketing Events ≒ Browse Abandon ≒ Favorite Category ≒ Back-In-Stock ≒ Post-Purchase ≒ New Sale Item ≒ New Item of Interest ≒ Other/Customized
- 47. Triggered Emails Remarketing Best Practices! ! iGoDigital triggers the 鍖rst triggered email 3 hours after an individual abandons a cart. Each individual receives a personalized message. Items that are personalized include:" " ≒ Dynamic Subject Line" ≒ Predominately Displayed Abandoned Items" ≒ Personalized Product Recommendations"
- 48. Fila Abandoned Cart Follow Up
- 49. Abandon event is triggered and session info is passed to iGoDigital Event is added to the view of customer behaviors API call is made to ET, passing event data and firing off a triggered send
- 50. Product recommendations turn transactional emails into conversion tools, increasing " click-through rates by up to 35% and conversion rates by up to 25% iGoDigital Customer Benchmarking Data
- 51. 71% of shoppers are abandoning carts and only 19% of the top 1,000 online retailers are sending abandoned cart email messages to bring the customer back. Internet Retailer article, Cart Abandonment E-Mails Gain More Attention From E-Retailers
- 52. Pro鍖le powered segmentation Audience Builder
- 54. 54 油
- 55. By leveraging iGoDigital behavioral segmentation tool, customers have seen as much as a 50% increase in click-rate and a 56% increase in orders per send. iGoDigital Customer Benchmarking Data
- 56. Onsite Recommendations (To Drive Revenue/Visitor) Email Recommendations (Interaction Based Recs to drive engagment + $) Email Triggers (Interesting moments to timeliness and relevancy) Guided Selling (To engage visitors, convert, and collect data) Harness a Single Customer View
- 57. 3 things you can do now
- 58. 1. Organize your data Data layer is foundation
- 59. 2. Talk to Your Fellow Marketers Within your organization ≒ Dont build out your program first listen to your customers and use their behaviors to create your marketing programs ≒ Leverage user generated content and review data (Bazaarvoice)- leverage what shoppers are saying in other marketing efforts
- 60. 3. Make it personal Synchronize the experience across all channels
- 61. Discussion! Q/A