This document summarizes a presentation about personalizing marketing interactions. It discusses how customers now expect personalized, real-time interactions across channels given their use of mobile devices and online research. However, many marketers still struggle with personalization and rely on basic techniques. The presentation recommends marketers prioritize personalization by focusing on data, technology, channels and customer experience to better understand customers and meet their expectations of relevant, personalized interactions.

1. Refresh your approach to 1:1
Marketing.
Elevate the Discussion with Personalization

2. Speakers
Srividya Sridharan
Research Director - Customer Insights
Forrester
Eric Tobias
Vice President, Predictive & Data Analytics
Salesforce ExactTarget Marketing Cloud

3. Agenda
• Customer’s New Expectations and How Brands Should React
• 6 main Components of the Customer Journey
• Research and Recommendations for Next Steps in Personalization
• Empowered Customers Disrupt Traditional Marketing
• Personalizing Real-time Interactions Continues To Perplex Marketers
• Prioritize Personalization With Real-time Technology And Automation
• Recommendations
• Q&A

5. Everyone is using
technology in almost every
situation these days…
And your consumers are no
exception

6. 51% of All Emails Sent are Now
Opened and Read on a Mobile Device.
Source: Return Path, 2014

7. 77% of
consumers
research products
via their
smartphone.
Source: Google - “Our Mobile Planet” Report, 2014

8. If your customers are always present,
Are you present with them?

10. Customers
expect to be at the center of your world,
and you need to put them there.

11. Data collection
Data Analysis
Personalization
Real-Time
Marketing

12. Customers expect to be at the center
of your world.

13. …and you need to put them there

14. What ties this all
together?

15. It’s All About the Journey!

16. The journey of
a thousand
miles begins
with a single
step.
− Lao-Tzu

17. Awareness

18. Consideration

19. Purchase

20. Engagement

21. Retention

22. Advocacy

23. The customer journey is comprised
of a thousand moments.

24. Agenda
› Empowered Customers Disrupt Traditional
Marketing
› Personalizing Real-time Interactions Continues
To Perplex Marketers
› Prioritize Personalization With Real-time
Technology And Automation
› Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited 24

25. Agenda
› Empowered Customers Disrupt Traditional
Marketing
› Personalizing Real-time Interactions Continues
To Perplex Marketers
› Prioritize Personalization With Real-time
Technology And Automation
› Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited 25

26. The age of the customer
A 20-year business cycle in which the
A 20-year business cycle in which the
most successful enterprises will
reinvent themselves to systematically
understand and serve increasingly
understand and serve increasingly
powerful customers
powerful customers
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

27. In the age of the customer,
individuals are always-addressable…
© 2014 Forrester Research, Inc. Reproduction Prohibited 27

28. And they create data at every
interaction point
Source: July 22, 2013, “Mix Art And Science For Marketing Success” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 28

29. But they reject
traditional,
campaign-based
marketing.
© 2014 Forrester Research, Inc. Reproduction Prohibited 29

30. Marketing as we know it is
experiencing a shift.
Source: April 2014 “The Power Of Customer Context” Forrester report
© 2014 Forrester Research, Inc. Reproduction Prohibited 30

31. Agenda
› Empowered Customers Disrupt Traditional
Marketing
› Personalizing Real-time Interactions Continues
To Perplex Marketers
› Prioritize Personalization With Real-time
Technology And Automation
› Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited 31

32. Few marketers prioritize personalization…

33. …and struggle to meet the expectations
of the always-connected customer.
© 2014 Forrester Research, Inc. Reproduction Prohibited 33

34. Basic personalization techniques are in
place today.
© 2014 Forrester Research, Inc. Reproduction Prohibited 34

35. Traditional analytical methods personalize
binary, one-dimensional customer behavior...
PURCHASE &
RESPONSE
Source: March 2013 “The Future Of Customer Data Management” Forrester report
CONTEXT
Internal
Data

36. …and only partially deliver insights to across
the customer lifecycle.
ENGAGE
ASK
DISCOVER
EXPLORE
USE BUY

37. Personalization technologies further
confound marketers.
© 2014 Forrester Research, Inc. Reproduction Prohibited 37

38. Multiple personalization technologies
promise to deliver 1:1 marketing.
Decision management
Testing & Targeting
Trigger marketing
Content
Optimization
Channel
Business Rules
Technology
© 2014 Forrester Research, Inc. Reproduction Prohibited 38

39. Automated, real-time personalization
technologies lag in adoption.
© 2014 Forrester Research, Inc. Reproduction Prohibited 39

40. Agenda
› Empowered Customers Disrupt Traditional
Marketing
› Personalizing Real-time Interactions Continues
To Perplex Marketers
› Prioritize Personalization With Real-time
Technology And Automation
› Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited 40

41. Prioritize personalization across four
components.
Personalization involves using technology to discern the differences
between individuals.
Known and unknown attributes of a customer or prospect used in
effective targeting. DATA
Deliver right message to the right customer through the right channel at
the right time.
Create experiences that are unique to individuals or segments of
consumers.
TECHNOLOGY
CHANNEL
EXPERIENCE
© 2014 Forrester Research, Inc. Reproduction Prohibited 41

42. Firms plan to increase spending
on personalization technologies.
TECHNOLOGY
© 2014 Forrester Research, Inc. Reproduction Prohibited 42

43. Customer identification and predictive
analytics are essential for personalization.
“Please rank the following capabilities that you think are going to have a significant impact in how you deliver orchestrated
customer experiences across channels and touch points”
15%
12%
11%
11%
7%
7%
7%
5%
24%
4%
12%
17%
12%
9%
14%
10%
9%
12%
7%
9%
13%
12%
12%
12%
17%
8%
11%
5%
9%
12%
11%
11%
14%
13%
13%
12%
15%
10%
13%
12%
7%
6%
16%
12%
9%
The ability to identify customers across touch points, channels, devices and platforms
(i.e., single view of the customer)
The ability to predict intent of a customer that drives incremental benefit of a
particular business outcome
The ability to maintain continuity of interactions of customers across touch points,
devices and channels
The ability to stitch customer identities with their preferences, affinities and behaviors
across different data sources
The ability to deliver real-time offers and campaigns across touch points
The ability to craft intelligent customer journeys that guide experiences
The ability to maintain continuity of experience through disparate customer
experiences
The ability to manage customer permissions across various marketing channels
The ability to automate digital campaigns at scale
DATA
1 2 3 4 5
Base: 121 North American digital marketing decision-makers
Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget
© 2014 Forrester Research, Inc. Reproduction Prohibited 43

44. Digital marketers heavily rely on
behavioral data.
DATA
© 2014 Forrester Research, Inc. Reproduction Prohibited 44

45. Execute personalization with
channel/offer parameters.
Source: “Use Customer Analytics To Get Personal” Forrester report
CHANNEL
© 2014 Forrester Research, Inc. Reproduction Prohibited 45

46. Mind the gap between cool and
creepy.
Source: June 2014 “Q&A: The Privacy Personalization Paradox” Forrester report
EXPERIENCE
© 2014 Forrester Research, Inc. Reproduction Prohibited 46

47. Use consumer satisfaction data
to guide personalization strategy.
EXPERIENCE
© 2014 Forrester Research, Inc. Reproduction Prohibited 47

48. Agenda
› Empowered Customers Disrupt Traditional
Marketing
› Personalizing Real-time Interactions Continues
To Perplex Marketers
› Prioritize Personalization With Real-time
Technology And Automation
› Recommendations
© 2014 Forrester Research, Inc. Reproduction Prohibited 48

49. Recommendations
› Move beyond ‘best-guess’ personalization to convert
‘browsers’ into ‘buyers’.
› Elevate access to in-motion data.
› Enlist technology to help you automate decisions based
on behavioral data.
› Assess customer’s expectations of personalization.
› Balance the privacy personalization paradox.
© 2014 Forrester Research, Inc. Reproduction Prohibited 49

50. Taking Personalization to
the Next Level

51. Moving from Segments…
bsmith@gmail.com
18-35
GENDER
Male
AGE
LAST VISIT
Six months

52. 27
LAST CLICK
Crewneck Sweater
Blue items
Items on sale
AGE
CHANNEL AFFINITY
Visits site weekly via promo email
Typically buys via search
…to Segments of 1
BRIAN

53. We Have Always Personalized the Customer
Experience
Retail
Associate
Financial
Services
Travel

54. We Observe Behavior…

55. And Ask Questions

56. Brian Smith Bsmith01@gmail.com
Age 27 @BrianSmith001
Chicago, IL Facebook Friend & Email Subscriber
Event Collection

57. Brian Smith Bsmith01@gmail.com
Age 27 @BrianSmith001
Chicago, IL Facebook Friend & Email Subscriber
Event Collection

58. Brian Smith Bsmith01@gmail.com
Age 27 @BrianSmith001
Chicago, IL Facebook Friend & Email Subscriber
Event Collection

59. Managing the Point of Interaction
Point of
Interaction

60. Creating a Relevant & Individualized Experience
Brian’s
Profile
P.I.E.
PANTS BLACK
WATERPROOF
TENT HIKING
MOUNTAINS Predictive Intelligence Engine
BACKPACK
Algorithms

61. Creating a Relevant & Individualized Experience
Brian’s
Profile
P.I.E.
PANTS BLACK
WATERPROOF
TENT HIKING
MOUNTAINS Predictive Intelligence Engine
BACKPACK
Algorithms

62. Creating a Relevant & Individualized Experience
Brian’s
Profile
P.I.E.
PANTS BLACK
WATERPROOF
TENT HIKING
MOUNTAINS Predictive Intelligence Engine
BACKPACK
Algorithms

63. exacttarget.com/refresh-1-to-1-marketing

64. Upcoming Webinars:
Making a Great First Impression: Unforgettable
Onboarding Techniques
September 4th @ 12:00 pm EDT
#ETWEBINARS
7 Ways to Enrich Your Email Marketing with Predictive
Intelligence
September 11th @ 12:00 pm EDT
Register at: http://www.exacttarget.com/resource-center/events-webinars

65. Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customer
interactions into exceptional brand experiences for your business
For one incredible week, the world’s best marketers come together to:
Explore emerging
connected
technologies
Hear from the
brightest innovators
and biggest brands
Experience
world-class education
and entertainment
September 23-25
exacttarget.com/connections