To truly connect with customers at every micro-moment, marketing needs a major mind-shift in their approach and the technology they use. They must have access to all customer data to engage the way customers want – as individuals. Armed with this intelligence, companies will know who is an active or inactive customer, their spending habits, churn propensities, who to upsell to, what channels to engage through, timeliness, and who is searching for what and when.
You need a powerful and robust “brain” in your marketing technology (martech) stack to enable real-time, omni-channel, smart, connected customer experiences.
Our guest, Brandon Purcell, Senior Analyst at Forrester Research, and Rob Romano, VP of Digital Strategy at NGDATA, give an interactive conversation on how to transform your marketing to make every experience truly resonate with your customers.
Brand experience Dream Center Peoria Presentation.pdf
Is the Martech Stack Missing Its Brain?
1. Is the Martech Stack Missing Its Brain?
Transform Your Marketing to Deliver Relevant Customer Experiences
Featuring
Brandon Purcell
Senior Analyst
Forrester Research
Rob Romano
VP of Digital Strategy
NGDATA
WEBINAR
9. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Increase customer engagement
Improve data-driven focus of organization
Improve customer retention
Increase marketing performance
Increase customer acquisition and targeting
Please share the top three drivers that encourage your organization to adopt
measurement and analytics
2017 2016
+13%
-5%
+16%
-1%
+10%
10. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Hiring talent to manage measurement and
analytics
Providing real-time insights to the business
Getting buy-in from business stakeholders on the
value of measurement and analytics
Accessing data from a variety of sources
Ensuring data quality from a variety of sources
Please rank the top three challenges that prevent your organization from
making use of measurement and analytics.
2017 2016
+4%
+7%
-2%
+10%
-1%
18. The Birds and the Bees of Model Making
Deep
learning
algorithm
Classification
model
Final output:
Newly
classified data
Labeled
data
Training data
Unlabeled
data
Validation data
22. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Digital data (e.g. website activity, mobile app
data)
Campaign response data (e.g. open, click,
redemption)
Transactional/POS data (e.g. product purchase
history not linked to customer)
Customer behavior data (e.g. loyalty program
data, identifiable customer data)
Demographic data (e.g. location, family status)
Which of the following data sources do you use to perform
measurement and analytics?
2016 2017
+3%
-2%
-5%
-8%
-3%
Honorable mention: Unstructured voice of
the customer data +5% to 32%
Data Sources
23. 22%
30%
79%
79%
93%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Artificial intelligence (e.g. deep learning, cognitive
analytics)
Real-time/streaming analytics (e.g. recommendation
engines, continuous learning)
Descriptive analysis (e.g. OLAP/analytics with
interactive reporting, trend analysis, driver analysis)
Predictive analysis (e.g. propensity modeling, uplift
modeling)
Basic reporting and measurement (e.g. static reports
or data visualization)
Which of the following types of analytics is your organization using to
inform decision-making? Select all that apply.
Types of Analytics
24. 0% 10% 20% 30% 40% 50% 60% 70% 80%
Customer journey/path analytics
Customer lifetime value analysis
Customer engagement analysis
Customer lookalike targeting
Customer satisfaction analysis
Customer churn/attrition analysis
Response propensity or uplift models
Forecasting models
Behavioral customer segmentation
Test and control methods
Of the following types of customer analytic techniques, which techniques
does your organization currently use or plan to use?
2016 2017
Customer and Marketing Analytics Techniques
25. 24%
25%
29%
29%
30%
0% 5% 10% 15% 20% 25% 30% 35%
Customer lifetime value analysis
Network/graph analysis
Social media analytics
Customer journey/path analytics
Next best action/offer models
Of the following types of customer analytics techniques, which techniques is
your organization planning to use?
Wish List
33. …And Brands Need a “Brain” to Drive These Fluid, Superior
Customer Experiences That Meet Customers’ Demand
34. Which can be unpredictable, a guessing game and rarely leads to truly personalized experiences
Without a Brain, We Work in Segments
35. Deliver always-relevant and personalized experiences to every customer
The Brain Removes the Guesswork
Exceed customers’
expectations with
experiences that
wow!
38. A relevant experience at any point in time
The Connected Experience Leads to
Brand Advocacy
uninterrupted
conversations
39. A relevant experience at any point in time
The Connected Experience Leads to
Brand Advocacy
uninterrupted
conversations
40. How Do You Achieve Advocacy and Connected Experiences?
Bring your 1st, 2nd and 3rd party data together to get a richer understanding of every customer
A seamless,
relevant and
personized
customer
experience
42. Rule Engines
Reporting Tools
Measurement & Optimization Tools
Scoring Engines
Analytical Workbenches
Data Preparation/Integration/Transformation Tools
Content Management Systems
Identity Graphs
Data Service Providers
Tag Management Systems/Data Management Platforms
Asset Management Systems
Digital Content Optimization Tools
Customer Experience Tools
Dynamic Video Tools
CRM Systems (Branch/Store/Contact Center)
Personalization Engines
Campaign Management Systems
Demand/Supply Side Platforms
Display Advertising Platforms
Today’s Martech Architectures
Contact Platforms
(Email/Web/Mobile/SMS)
Companies are struggling to
leverage the growing amount
of data with fragmented
technologies
45. Next Generation Customer Experiences
Delivering Impressive Results
TRIGGERED MARKETING
NBO / NBA
ADVISOR SUPPORT
CUSTOMER
LOYALTY
OVERALL JOURNEY
SATISFACTION
Targeting Precision
+65%
PERSONALIZED AD
TARGETING
Ad Waste
-58%
Conversions
4-5x
PERSONALIZED
COMMUNICATION
Upsell
+25%
Support Cost
-30%
NPS
+15 pts
Churn Reduction
16%
46. Thank you. Any questions?
Featuring
Brandon Purcell
Senior Analyst
Forrester Research
bpurcell@forrester.com
Rob Romano
VP of Digital Strategy
NGDATA
robertr@ngdata.com