Intervento in Plenaria di Massimo Fubini, CEO e Founder di Contactlab

1. Master version 0.0.2
SEND 2017
Massimo Fubini
June 2017

2. GRAZIE!

3. Sponsor
3
Partner

4. Clienti sul palco
4

5. PARTIAMO CON UNO
SGUARDO DALL’ALTO,
VISIONE, TENDENZE, SCENARI

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Consumers expect brands to recognize their customer status,
purchase history, buying interests and preferences.
(Gartner: Master Atomic Content to Access the Power of Dynamic Content Marketing
Published: 18 October 2016)

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

11. E NELLA COMUNICAZIONE?
QUALI TENDENZE?

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

14. THE NEW ERA OF TRANSPARENCY

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Consumers expect brands to recognize their customer status,
purchase history, buying interests and preferences.
(Gartner: Master Atomic Content to Access the Power of Dynamic Content Marketing
Published: 18 October 2016)
• AUTOMATION

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Consumers expect brands to recognize their customer status,
purchase history, buying interests and preferences.
(Gartner: Master Atomic Content to Access the Power of Dynamic Content Marketing
Published: 18 October 2016)

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
By the end of 2018, more than 50% of companies
affected by the General Data Protection Regulation
will not be in full compliance with its requirements.
(Gartner: The Impacts of the General Data Protection Regulation on MDM -
Published: 15 June 2017)

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

21. MA SOPRATTUTTO
E’ IMPRESSIONANTE
LA VELOCITÀ
DEL CAMBIAMENTO

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
CHI SOPRAVVIVERÀ?

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
SERVIZIO.
CLIENTE AL CENTRO
#customercentric

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
ENGAGEMENT
#relationshipmatter

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PERSONALIZZAZIONE
#onlyforyou

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
IN GENERE…

28. COSA HANNO IN COMUNE
TUTTI I CASI DI SUCCESSO?

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PERSONALIZED ENGAGEMENT IS
MANDATORY
CUSTOMER
CENTRIC
ANYWHERE
REALTIME
PERSONAL
CONTENTS
OMNICHANNNEL
COMMERCE
RELATIONSHIP
MATTER

30. BENE,
ORA PERÒ VENIAMO ALLA PRATICA

31. RICAPITOLIAMO

32. DOBBIAMO PERSONALIZZARE PERCHÉ…

33. ANCHE SE IL NOSTRO
TARGET HA UN COMUNE
“INTERESSE”

34. POSSONO AVERE
PASSIONI
CONTRASTANTI

35. …E COMUNQUE
SONO PERSONE
MOLTO DIVERSE

36. Il mondo cambia rapidamente,
Le audience si spostano,
Le abitudini mutano
La concorrenza incalza
O ci muoviamo in fretta
O siamo spacciati.

37. In un mondo così in divenire
non si può che
evolvere per
“learning by doing”

38. Il “doing”
ovvero
le diverse esperienze
che accumuliamo
sono la marcia in più che
fa la differenza.

39. Per fare esperienza,
dobbiamo eliminare ogni attrito
che ci impedisca di farla
e ogni “lock in” che ci limiti
la flessibilità

40. ABBIAMO DISEGNATO LA PIATTAFORMA
CON QUESTA FLESSIBILITÀ IN TESTA
(E SOPRATTUTTO CON L’ESPERIENZA DI
QUASI 20 ANNI DI EXECUTION)

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Specialized
100% focus on digital customer engagement
on lifestyle industries
Data protection by design
and by default taking privacy into account during the
whole life cycle of the engagement process
Data Centric
A data-driven model combining all online and offline data
sources into actionable 360° real-time customer profiles
API first
A component-based architecture to merge, integrate,
interact with and extend solutions
Easy-to-use
User-friendly, foolproof and effective solutions designed to
make marketers life easier
Price-performance
Full marketing cloud and engagement platform at best
value for money

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Technology (APIs, Big Data, Predictive Intelligence)
Expertise (Strategy, Operations, Research, Domain, Vertical)
INGEST ENRICH ACTIVATE ANALYSE
HOW IT WORKS

43. UNA PIATTAFORMA CHE:
- è “event driven”
- è anche un framework aperto
- lavora in near real time
- aperta rispetto ai modelli di dati
- ottimizzata per le funzioni più importanti

44. DATA BUS
Unified Customer View Audience Building & PlanningCalculate, Enrich, Visualize
Multichannel Delivery Personal Conversations
Human & Contextual
events
Core
orchestration
Platform
“Consumer”
applications

45. Seven dots to connect

51. E L’ULTIMO ARRIVATO

53. UN LAVORO ENORME
IN CONTINUO AGGIORNAMENTO

54. 2017 Q2 Q3 Q4
Queue &
Feedback
1.9
Simple
CRM
2.0
Multiple key
aggregation
2.1
Customer
Card
2.2
Privacy
Policy
2.3
Event-driven
PoC
PoC
Bulk
Ingestion
1.0
Data
mapper
1.1
Groups and
smart rules
Enrichments
and new actions
1.5
Top / Least
N
Real Time
Data
2.1 2.22.0
1.2
Drip
Campaigns
1.0
Triggered
Campaigns
1.1
Split flows
& new actions
1.2
Minimum Viable
Product
1.3
Email
Inbound
Instant
messaging
1.4
Customers
Management
1.1
SMS as an IM
Channel
1.0 1.1 1.2
1.0
Enrich Customer profile
using purchases
.
Visualize and explore
your data
2.0
Enrich customer profile
with email events
1.1
5.6 8.0 9.0
Email preview
enhancement
6.0 6.1 7.0
REST API for
transactional emails
Contrib. to
data bus
Refactoring
Merge
Contactsend
Smart
1.0
Unified
toolbar
0.9
User Company
Team
Data
mapper
1.1
Integration Directory
1.2

55. PER CHIUDERE

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© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
WE TRANSFORM
CUSTOMER & CONTEXT DATA
INTO PERSONAL ENGAGEMENT ACTIONS
TO DRIVE SALES