ACER CONFIDENTIAL

Integrating real time predictive analytics in marketing strategyFrancesco FedericoGlobal Digital Marketing Director

London, 11th February 2016

ACER CONFIDENTIAL

Customer Journey: The Dream

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Customer Journey: The Reality

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• Non linear

• Happens in “micro moments” throughout the day

• Cross-device

We need to have individually-tailored marketing propositions for each prospect/customer. Rule-based marketing automation tools are not enough anymore.

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Further complications: US.

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Time and money are limited, efficiencies needed

Complex cross channel attribution & data aggregation

Multiple complex

technologies require training

and support

Multiple point solutions make it

difficult to integrate and

show ROI

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Acer Journey Towards Real Time Marketing and Predictive Modelling

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A Simple Start

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Our process in three steps:

1. AnalyseTrack users’ behaviour on our owned digital properties in order to recognize patterns: purchase intent;

2. UnderstandCapture in depth each user’s needs and expectations, to picture her/his context;

3. EngageAct in real time with personally tailored messages and offers: our best bet in fulfilling users’ needs.

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It all starts with real time tracking on Acer.com

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All pages are grouped into macro sections

(Homepage, Laptops, Support, etc.)

Web visitors are mapped in real-time along their journey

Acer.com sections

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We then assign an Engagement Score to each user

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Each Acer.com visitor is assigned an Engagement Score based on which our

acquisition/retention strategy will adapt.

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User Engagement: two activation examples

1. Prospect conversion

2. Customer retention

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Control Group to Measure Uplift Results

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Uplift (incremental clicks to online retailers) is being measured by A/B test against natural conversions.

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Prospect Conversion: Dynamic acquisition

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Centered Example

Sidebar Example

Proactive behaviorally targeted messaging reflect the user’s top product interest and provides

immediate link to Online Retailers

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Prospect Conversion: Results

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This user is browsing many notebook and 2-in-1 pages, showing hot interest for our products.

By looking at the value of those products we could choose to propose an outbound call to

try finalize the sale, while for lesser value products we could just show a banner to our e-

commerce store.

In this way we commiserate marketing acquisition investment to the actual or

potential value of the customer.

Acquisition costs -20%Conversion rates +25%Key Variables Considered:

Product Value (margin and lifecycle)

Customer Value (actual or potential)

Previous Owned/Paid/Earned Media Interactions Location and Channel Partners Promotions

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Customer Retention: Value-based service level

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Link to Live Chat/Click to Call

Link to FAQ and Community

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Customer Retention: Results

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This user is clearly in need for drivers but appears to be “in pain” finding

them. Based on his customer profile and/or on the value of the product he is researching support for, we can decide

whether to support them with an outbound call, a live chat or simply

propose additional FAQs he might find interesting.

Again, our service level varies depending on customer value.

Cost to serve -5%CSAT +40%

Key Variables Considered:

Specific Support Need Self-Care vs. Assisted Care vs. Full Service Customer Value (actual or potential)

Cross/Up Selling Opportunities (NBA)

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Further Pilots: RLSA Integration

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Google AdWords RLSA rely 100% on a rules-based approach.

This results in either:

1. Excluding highly engaged prospects 2. Trying to guess which audience they should be in 3. Inundating them with irrelevant ads

(It also requires a lot of work to configure and keep track of the rules.)

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Further Pilots: Bringing intelligence to retargeting

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We use our user scoring to bucket people into the right Remarketing Lists based on their overall interest categories

and real time engagement scores.

Model A

Model B

Model C

Model D

User receives the right Adwords creative

2015 Model B

We know what each user was most engaged with

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The End Game: A truly Unique View of the Customer

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Thanks to this approach we are able personally know our

prospects and customers.

A knowledge that evolves over time as the profile gets

updated with fresh information.

Such detailed and unique omni-channel view of the

customer can be made available to the rest of the

company, including service, retail, media networks, etc.

Thank you

Let’s continue our conversation

francesco@francescofederico.net

+39 346 8060383

@frandrake