Francesco Federico, Global Digital Marketing Director at Acer, discussing: Integrating real time predictive analytics in marketing strategy at the iMedia Data Fuelled Marketing Summit, London, Feb 2016. http://www.imediadatasummit.co.uk/

1. ACER CONFIDENTIAL
Integrating real time predictive analytics
in marketing strategy
Francesco Federico
Global Digital Marketing Director
London, 11th February 2016

2. ACER CONFIDENTIAL
Customer Journey: The Dream
1

3. ACER CONFIDENTIAL
Customer Journey: The Reality
2
• 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.

4. ACER CONFIDENTIAL
Further complications: US.
3
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

5. ACER CONFIDENTIAL4
Acer Journey Towards Real Time Marketing
and Predictive Modelling

6. ACER CONFIDENTIAL
A Simple Start
5
Our process in three steps:
1. Analyse
Track users’ behaviour on our owned digital
properties in order to recognize patterns: purchase
intent;
2. Understand
Capture in depth each user’s needs and
expectations, to picture her/his context;
3. Engage
Act in real time with personally tailored messages
and offers: our best bet in fulfilling users’ needs.

7. ACER CONFIDENTIAL
It all starts with real time tracking on Acer.com
6
All pages are grouped into
macro sections
(Homepage, Laptops,
Support, etc.)
Web visitors are mapped in
real-time along their journey
Acer.com sections

8. ACER CONFIDENTIAL
We then assign an Engagement Score to each user
7
Each Acer.com visitor is assigned an
Engagement Score based on which our
acquisition/retention strategy will
adapt.

9. ACER CONFIDENTIAL8
User Engagement: two activation examples
1. Prospect conversion
2. Customer retention

10. ACER CONFIDENTIAL
Control Group to Measure Uplift Results
9
Uplift (incremental clicks to online retailers) is being measured by A/B test against natural conversions.

11. ACER CONFIDENTIAL
Prospect Conversion: Dynamic acquisition
10
Centered Example
Sidebar Example
Proactive behaviorally targeted messaging reflect
the user’s top product interest and provides
immediate link to Online Retailers

12. ACER CONFIDENTIAL
Prospect Conversion: Results
11
This user is browsing many notebookand 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 lesservalue
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

13. ACER CONFIDENTIAL
Customer Retention: Value-based service level
12
Link to Live Chat/Click to Call
Link to FAQ and Community

14. ACER CONFIDENTIAL
Customer Retention: Results
13
This user is clearly in need for drivers
but appears to be “in pain” finding
them. Based on his customerprofile
and/oron 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
 CustomerValue (actual or potential)
 Cross/Up Selling Opportunities (NBA)

15. ACER CONFIDENTIAL
Further Pilots: RLSA Integration
14
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.)

16. ACER CONFIDENTIAL
Further Pilots: Bringing intelligence to retargeting
15
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

17. ACER CONFIDENTIAL
The End Game: A truly Unique View of the Customer
16
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.

18. Thank you
Let’s continue our conversation
francesco@francescofederico.net
+39 346 8060383
@frandrake