provoke: achieving enhanced personalisation through big data – david sigerson, sitecore

Achieving enhanced personalisation through big dataAre you ready for “Internet of Me"

Presented by // David SigersonSitecore Business Optimisation Services (SBOS).15 July 2015

Which one has

BIG DATA?

We share over

95% OF GENES

3

The amount of data passed to the brain via

sensory organs is

THE SAME

4

Which one has

BIG DATA?

5

It’s not the amount of data but the way it is

encoded to make sense of the world that makes

the

DIFFERENCE

6

7

We got smart building mental representations of

others driven by

SOCIAL INTERACTION

8

9

We didn’t get smart by being good at science,

although that is a useful

SIDE EFFECT

1010

CUSTOMER EXPERIENCE MANAGEMENT

EXPERIENCEThe sum of total conscious events. Oxford Dictionary

CUSTOMER EXPERIENCE“The customers perceptions and related feelings caused by the one-off and cumulative effect of interactions with a supplier’s employees, channels, systems or products”. Gartner,2014

CUSTOMER EXPERIENCE MANAGEMENTThe practice of designing and reacting to customer interactions to meet customer expectations and this, increase customer satisfaction, loyalty and advocacy. Gartner,2014

Source: Gartner , 2014

The Challenge: Random Customer Journeys

Visit website

Search manydates

Research routes

Search vouchers

Google

Get quotes

Search aggregator

Chat online with CS

Openemail

Compare

Sign upfor

newsletter

I want to buy…

How do I decide?

Visit competitorwebsites

Mobile Apps

Askfriends

Random Acts of Marketing

Review sitesClick on ads

11

12

Step 1: Data/Knowledge is spread across the organization

CRMSocialMedia

Customer Support

Website

POS Apps

xDB was built specifically for Customer Experience data

CRMSocialMedia

Customer Support

Website

POS Apps

13

Sitecore xDB

14

Sitecore’s Unified Platform makes it possible

Integrate with business systems or other sources

Collect and Connect actionable customer data

Analyze, get insight, make decisions and automate

Manage content, information and assets

Personalize messaging across all channels

15

Modern personalisation is about linking

together systems to build

CHAINS OF MARKETING

The Challenge: Random Customer Journeys

Visit website

Search manydates

Research routes

Search vouchers

Google

Get quotes

Search aggregator

Chat online with CS

Openemail

Compare

Sign upfor

newsletter

I want to buy…

How do I decide?

Visit competitorwebsites

Mobile Apps

Askfriends

Random Acts of Marketing

Review sitesClick on ads

16

Googlevendors

Purchaseusing

promotion

Google competitors

Freetrial

DownloadWhitepaper

Chat online with CS

Watchvideo

I want to buy…

How do I decide?

Visit vendor’swebsite

Read3rd party

review

Receiveemail offer

Orchestrated Marketing

VisitFacebookpage and

Like

Askpeers

The Opportunity: The Orchestrated Customer Journey

17

Case Study

easyJet

19

Use of Sitecore

Campaign PersonalizationRules Based PersonalizationBooking History PersonalizationSystemic Personalisation

21

Outcomes

“During the easyJet January Sale, easyJet’s biggestto date, the personalised homepage helped fill two planes every minute”

20% bookings increase.

23

THE FUTURE OF

MARKETING

24

Modularisation will evolve to AGENT-BASED

INTELLIGENT

MARKETING

25

The future for marketers is a

MARKETING EXOSKELETO

N

Tools that translate human

marketing thoughts and strategy into

more powerful

ACTIONS

26

If you want to learn more about improving customer experience

Check outwww.Sitecore.netwww.connecttheexperience.com

Email me:David Sigerson, dvs@Sitecore.net