Speaker: Rutger van Bergen, Technical Director

1. Creating relevant
experiences based on
motivations
25 NOVEMBER 2016
RUTGER VAN BERGEN

2. Plus
The Netherlands
Appie (AH)
The Netherlands
Azbuka
Russia
Carrefour
France
Big C
Thailand
Alfa Mart
Indonesia
IceMobile: Worldwide experience with a
strong focus on Loyalty & Retail

4. “Big Data is like teenage sex: everyone talks about it,
nobody really knows how to do it, but everyone thinks
everyone else is doing it, so everyone claims they are
doing it.” - Dan Ariely

5. Big Data isn’t the
key to Getting
Personal

6. About machines
Shows scale
Slow and expensive
Big data tells you
what
About people
Shows opportunity
Fast and cheap
Small data tells you
why

7. Big and small data at IceMobile
BI Department UX Lab

8. GoPro visitor
Small data: research made fast
Context Chat
Desk Research online & offline Interviews

9. Leveraging big data with
small data through
Experience Mapping

10. Anatomy of an Experience Map
(Customer Journey 2.0)

11. Segmentation on Motivation
instead of behaviour

13. Holistic customer journey

15. Opportunities focused on
Moments of Truth

16. The three elements of an
Experience Map
1. Segmentation on motivation instead of
behaviour and demographics
2. Holistic customer journey focused on the
experience instead of channels
3. Leverage moments of truth with
actionable opportunities

17. Case study:
Bright Loyalty
Platform

19. Aspires to get full set
of rewards, but does
not expect it
Is afraid to be
disappointed

21. "You have collected
enough stamps to
get WMF
cookware!"
"Pick up extra WMF
cookware at your
Superbrugsen store"
Journey of Realistic Rose

22. "You have enough
stamps to pick up a
piece of WMF
cookware at your
Superbrugsen store"
"You're on track to
collect enough stamps
for four pieces of WMF
cookware"
"Pick up extra WMF
cookware at your
Superbrugsen store"
Solution for Realistic Rose

23. Results
49% open rate of push messages
Tenfold higher app visits same day
+144% registrations after notification
+12% collectors after notification
+27% redeemers after notification

24. Take-outs on tech
• It has to work all the time
• It has to work everywhere
• It has to work smoothly
• Engagement, and timing of it, is key
→ AWS services enable high availability
→ AWS’ data centers are available across the globe
→ AWS services are scalable, and can even auto-scale
→ AWS SNS enables individual and segmented push

25. rutger@icemobile.com