"Embrace", presented by John Chaplin, Principal of Fusion. Recorded at The Gallery, 18 August 2016. Your customers want things fast, simpler and more personal. But how can you deliver tailored messages, education and offers that suit all your customers' unique needs in a way that scalable and economical? Personalised marketing automation offers a solution. View the full presentation with audio commentary here: https://youtu.be/ExHW8768mbg

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PERSONALISATION

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Personalisation expectation over time
Expectation
of personalisation
Time

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SPECIAL

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EXPECTATIONS

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PERSONALISATION?
WHAT IS

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increasing levels of satisfaction and potential for
re-engagement and loyalty.”
“Personalisation is the customisation of the user experience
to provide a more meaningful and streamlined experience,

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EXPERIENCE = USER NEEDS

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StitchFix example

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Scalable Relevant Timely

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DON’T INTERRUPT

28. I DON’T CARE
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WHAT THE ALTITUDE IS!

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USEFUL VALUABLE

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DON’T BE CREEPY

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THE OLD MODEL
Advertising created awareness.
Sales took it from there.

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80% of the purchasing decision
has happened before customers
engage with your brand
Marketo

35. Marketers need to
nurture the customer
experience
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36. Marketers need to learn to listen
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We want people
to walk here
What the data
is telling us

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“Over 50% surveyed, reported paying
more for a product in the last 6 months
because the customer experience was
better than the less expensive options.”
avande.com

38. “The experience is the
currency of your brand”
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BUT…

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How do I manage
all these relationships?

42. MARKETING AUTOMATION
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45. YOU NEED
A SYSTEM

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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ANONYMOUS
CUSTOMER
CUSTOMER JOURNEY

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FIX
LOVE
FIND USE

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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DATA
OWNED
Customer databases
CRM database
Website analytics
E-comm analytics
Social media
Point of sale data
Research
Call centre logs
Customer surveys
EARNT
Social aggregated
content from Facebook,
Twitter, LinkedIn etc.
Salesforce etc.
Search
PAID
Research carried
out by dedicated
3rd party market
research
organisations
Colmar Brunton etc.
Shopability
PUBLIC
Google
Govt. statistics
Weather, traffic
Published studies
Global web index
FUTURE
MIT Labs
World Health Org.
G20 Survey
Trend watching
TED

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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TECHNOLOGY
MARKETO EPI MAGENTO

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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MOMENTS OF
DOUBT
DESIRE
DISSATISFACTION
xero

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
SEGMENTATION
PLATFORMS / CHANNELS

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
SEGMENTATION
PLATFORMS / CHANNELS
REPORTING
FRAMEWORK
TEST OPTIMISE

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DATA CONNECTED
PLATFORMS
BUSINESS
OBJECTIVES
USERS &
PATHWAYS
SEGMENTATION
PERSONALISATION
MECHANISM
CONTENT &
FUNCTIONALITY
REPORTING
FRAMEWORK
TEST OPTIMISE
PLATFORMS / CHANNELS

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