commerce's new connections
DESCRIPTION
Leverage Social Networking and The Internet of Things to Drive Personalization and EngagementTRANSCRIPT
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Commerce’s New Connections Leveraging Social Networking and The Internet of Things to Drive Personalization and Engagement
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Competition for Consumer Attention Continues to
Grow…
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500/Day 5,000/Day
Image Courtesy: Wikipedia Image Courtesy: Wikipedia
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30,000 marketing messages per day
Today consumers encounter almost
-Yankelovich Consumer Research
Image Courtesy: Wikipedia
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Spray & Pray Marketing
Hence the Fate of Most Marketing Messages…
1 – Silverpop e-Mail Marketing Benchmarks Study
2 – Clickz
83% Retail e-Mail Open Rate1
Unopened…
One-to-One Personalization
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Spray & Pray Marketing
Hence the Fate of Most Marketing Messages…
1 – Silverpop e-Mail Marketing Benchmarks Study
2 – Clickz
97% Retail e-Mail Click-Through Rate1
Ignored…
One-to-One Personalization
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Spray & Pray Marketing
Hence the Fate of Most Marketing Messages…
1 – Silverpop e-Mail Marketing Benchmarks Study
2 – Clickz
66% "unsubscribed from e-mail
that I had opted into because it wasn't relevant”2
or Worse.
One-to-One Personalization
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And Meaningful Loyalty Remains Elusive
Source: – Colloquy
$48 Billion loyalty rewards distributed annually
36% Effective in earning repeat shopping visits
$32B essentially
wasted
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So…What’s Missing?
PERSONALIZATION
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59% believe personalized offers have a
noticeable influence on their spend - Infosys
Image Courtesy: Wikipedia
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40% buy more from retailers that personalize the shopping experience consistently across all channels - eTailing Group
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78% are more likely to be repeat customers of retailers with
targeted, personalized offers
- Infosys
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Retailers See That Personalization Can Pay Big
Potential Value of New Marketing Opportunities
Better Targeting via More
Detailed Customer Preferences
Real-time Personalized Offers
58%
50%
39%
47%
Highly Valuable Somewhat Valuable Source: Retail Systems Research
97% find value in both
improved targeting and
personalization
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75% of Netflix views come from personalized recommendations --McKinsey & Co
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Image Courtesy: Aurelijus Valeiša
35% of purchases on Amazon are the result of personal recommendations --McKinsey & Co
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Loyalty Program Data
Acxiom Data
Purchases
Website Clickstream
Abandoned Shopping Carts
Service Requests
Returns
e-Mail Opens, Clicks
The Good News? Marketers Have More CRM Data than Ever Before
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Loyalty Program Data
Acxiom Data
Purchases
Website Clickstream
Abandoned Shopping Carts
Service Requests
Returns
e-Mail Opens, Clicks
The Problem? More CRM Data Has Not Led to More Insight
27% strongly agree that their
company knows who their best customers are
Only
4% strongly agree that they are proficient at target
marketing across channels
Only
?
Source: Retail Systems Research
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Traditional CRM Segments Added Value in their Day
Image Courtesy: XDesktopWallpapers.com
Donald F. Draper Creative Director
Sterling Cooper Draper Pryce 1271 Sixth Avenue New York, New York 10000 Klondike 5-5356
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Traditional CRM Segments Added Value Even 5 Years Ago
Image Courtesy: Alpha Coders
Geographic • Demographic • Lifestyle • Purchase Behavior
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However, Traditional Segments Are No Longer Enough
71% of leading retailers indicate that fragmenting customer segments make it harder to reach their customers Source: Retail Systems Research
They Tell Us Whom/Where to Target, But Three Key Questions Remain Unanswered…
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What Motivates Them?
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1
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How Do We Engage Them? 2
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Image Courtesy: Charles Starrett
What Do They Want?
“Any customer can have a car painted any color that he wants so long as it is black”
Self-Fulfilling Assortments
3
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The Balance of Power has Shifted
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Retail, Upside Down
“Sell What We Have” Has Become…
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Retail, Upside Down
Sell What We Have “Sell What They Want”
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Image Courtesy: Gabriel Saldana
Strategic Actions by Best-in-Class Retailers
Product strategies based on deeper customer segmentation
Coordinate product placement with customer behavior
Establish quantifiable methodologies for measuring customer activity
Increase online ad relevance with search criteria
36%
29%
24%
24%
Source: Aberdeen Group
Top
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Linking Assortments and Offers to Customer Data is Mandatory
Analysts All Agree…
Image Courtesy: Rick Harris
The best way retailers can deliver a unique, exceptional shopping experience is to personalize brand
interactions to individual shoppers and groups that share similar preferences and/or demands.
“ ”
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CONNECTIONS hold the key to customer relevance
PEOPLE MACHINES
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Degrees of Separation
1.9B PEOPLE
Source: We Are Social
4 Social
140B CONNECTIONS
Source: Facebook
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Private traits and attributes are predictable from digital records of human behaviour
Going Beyond Likes
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Going Beyond Likes
The Cambridge Study Revealed that People Who Like Onion Rings have Above Average Intelligence…
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Going Beyond Likes
…and that People Who Like The “Sliding on Floors with Socks” Facebook Page Typically Do Not Use Drugs
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Image Courtesy: picstopin
Many People Like Alcohol (and boy do we talk about it on social media!)
But Few People ‘Alcohol’
Discovering Passions Hiding in Plain Sight
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The $64K Question
How Do We Monetize These Insights?
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Kraft Dips into Data to Uncover Advocates
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BEFORE the Shortage • CRM-Driven Consumer Analysis
• Occasional Usage (1-3x/year)
• Slow Growth Product
• Being Milked for Profits
AFTER the Shortage • Added Social Data to CRM Analysis
• Heavy Usage Among Advocates
• 10% Buyers = 40% Sales, 50% Profits
• Lots of Growth Headroom
• New Marketing Approach
Source: Advertising Age
Sales Share Ad Efficiency
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Walmart Labs: Social Sells More Stuff
Semantic analysis of a huge data store of real-time social
media streams to inform marketing and commerce
The Social Genome Project
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FRIENDS
MENTIONS
FAN PAGES
PROFILES
EVENTS
CRM
Worth Its Salt for Walmart?
OMG! I love salt!!!!
02:12 PM • May 05, 2010
@Natasha95
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- C
ON
TE
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Walmart.com searches informed by
the Social Genome see
10-15% higher
conversion rates
Image Courtesy: HDWpapers.com
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Loyalty Program Data
Acxiom Data
Purchases
Website Clickstream
Abandoned Baskets
Service Requests
Returns
e-Mail Opens, Clicks
Consensus: Social Insights Lead to More Targeted Segments
Loves J.K Rowling Novels Guilty Pleasure: Downton Abbey
Practices Yoga Drives a Prius
Dodger Fan Climbs Mountains
Sagittarius Vegetarian
52% of marketers credit social data
with helping them identify new business opportunities
46% indicate social analytics help
define customer personas and market in ways that resonate
Source: eConsultancy 2013 Source: eConsultancy 2013
?
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The Next Frontier in Personalization?
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The Rise of the Machines
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The Internet
of Things “Equipping all objects
in the world with minuscule identifying devices or machine-readable identifiers”
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1000 devices connected to
the internet in 1984
,
Image Courtesy: NXE Wallpapers
Source: Cisco
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Image Courtesy: MovieWallpapers.com
12B devices connected to the internet today Source: Cisco
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50B devices connected to the internet in 2020 Source: Cisco
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The Connected Home
By 2022 the average household with two
teenage kids will own
Internet connected devices Source: Reuters 50
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220M Smart connected cars will be sold by 2020 --GSMA
The Connected Auto
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The Connected Human
Fitness Activity Trackers grew
in 2013 and analysts expect
in 2014
Source: Canalys 300% 9M
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zettabytes Source: Tibco
2.8
Imagine the Possibilities
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connections in our daily lives
With the growing number of
we will all become more in tune
with our data and expect more relevance
from retailers and brands
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Retailers and Brands Must Be Prepared to Complete The Trust Equation
Personal Data + Respect
Trust = Tailored Offers, Deals & Interactions
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Thank You