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Argyle CMO Forum: Rethinking Personalization with SAP Hybris

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In this presentation to the Argyle CMO Forum, Dr Volker G. Hildebrand, SAP Hybris talks "Rethinking Personlization" into the core capabilities in developing an individualized personalization strategy in which customers are identified and treated as individuals.

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Argyle CMO Forum: Rethinking Personalization with SAP Hybris

  1. 1. Up, Close & Personal – Rethinking Personalization Dr. Volker G. Hildebrand Global Vice President SAP Hybris 2016 ARGYLE CMO FORUM
  2. 2. THE STORY WITH ROMY
  3. 3. OLD RECIPES DON’T WORK ANYMORE DAD ROMY, RYAN & KAY
  4. 4. RELEVANCE RELIABILITY CONVENIENCE WHAT WE CAN LEARN FROM ROMY ABOUT CUSTOMER EXPECTATIONS CONTEXTREAL TIME
  5. 5. CUSTOMERS ARE CHANGING THE RULES. TECHNOLOGY IS CHANGING THE GAME.
  6. 6. MARKETING HAS BECOME A WEAPON OF MASS DISTRACTION
  7. 7. MARKETING IS BROKEN Marketers bombard customers with irrelevant messages. Not targeted, not relevant of online ads are ignored Source: Google Display Benchmark Tool 99.94% Email click through rate Source: Getresponse 3.57% All digital channel response rate Source: DMA Response Rate Report 2015 0.62%
  8. 8. MARKETERS Source: Forrester Research “The Contextual Marketing Imperative”, Oct, 2015 rate their personalization efforts at “very good” or “excellent” companies are consistently delivering personalization, cross channel experience 66% 31% CUSTOMERS GAPS IN DELIVERING PERSONALIZATION
  9. 9. LACKING KEY CAPABILITIES 91% Of Marketers are prioritizing customer experience through personalization1 16% only have the capability to capture customer intent and respond in real time1 80% Don’t know much about their customers2 Source 1: “The Contextual Marketing Imperative”, Forrester Oct 2015 Source 2: “Marketer Stuck on Basic Data for Personalization”, eMarketer June 2015 Source 3: “Mastering Adaptive Customer Engagement”, CMO Council 2014 Only 28% deliver a personalized experience across channels3
  10. 10. ENGAGE WITH YOUR CUSTOMER IN THE MOMENT WHEN IT MATTERS
  11. 11. EVOLUTION OF PERSONALIZATION Rely more on the pillars of individualization, rather than segmentation
  12. 12. THE PROBLEM WITH SEGMENTATION 2 OUT OF 3 TIMES PERSONALIZATION IS WRONG SEGMENT GROUP
  13. 13. WHAT THEY HAVE DONE WHAT THEY MAY DO WHAT THEY ARE DOING NOW REAL-TIME INDIVIDUALIZATION PRESENTATION OF RELEVANT CONTENT ACROSS TOUCHPOINTS [ SITES, APPS, ADS, EMAIL ] THE CUSTOMER EXPLICIT IMPLICIT 1:1 MARKETING IS ABOUT INDIVIDUALIZATION
  14. 14. CORE CAPABILITIES IN DEVELOPING INDIVIDUALIZED PERSONALIZATION STRATEGY
  15. 15. 1. Customers are identified and treated as individuals, capture rich customer information
  16. 16. OBJECTIVE BENEFITS • Move from retail- to consumer-centricity • Create central golden consumer profile across multiple channels, incl. Foot ID • Flexible and extensible omni-channel marketing platform • Personalize merchandising online stores • Engage directly with consumers CUSTOMER CENTRIC ENGAGEMENT • Increase marketing opt-in 35% and response rates 65% • Simplified architecture, maintenance and user adoption • Single platform to manage data and analytics capabilities • Guiding sales with what activities to perform at each store
  17. 17. Image source: OnPoint DMS (http://www.onpointdms.com/) 2. Real-time access and evaluation of customer intent
  18. 18. OBJECTIVE BENEFITS  Engage with 30M fans in real-time  Consolidate dozens of data sources, from merchandise and tickets to paid subscriptions and fantasy hockey  Target fans based on their favorite teams, players and sentiment PERSONALIZED FAN ENGAGEMENT • 25% increase in visitors to the site – subsequent to campaigns • 45% higher engagement with fans • Better personalization across different channels
  19. 19. 3. Personalization is delivered consistently across channels, devices, and departments Interest in Canon Powershot A480 Follow up with interested product content Consistent experience across channels Personalized remarketing email In Store Follow up email or Display ads Dynamically personalized Website Follow up remarketing email
  20. 20. OBJECTIVE BENEFITS • Establish end-to-end marketing process • Create 360 golden customer profile • Provide high-speed segmentation • Real-time data feeds for highest level of accuracy PUTTING THE CUSTOMER AT THE CENTER • Engaging with consumers in a smart way • Better customer experience • Higher return on marketing investment (ROMI)
  21. 21. If personalization is done right, it doesn’t look like marketing… …it just looks like a great experience
  22. 22. THANK YOU!

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