2. 2
Purpose
Marketing Operations and CRM will be implementing Predictive Intelligence (PI) for
Contigo. Our purpose is to ensure your team understands the data’s engine’s value,
while identifying our needs for completing this implementation.
3. 3
What is Predictive Intelligence?
Predictive Intelligence (PI) is a data engine that collects consumer data on all channels and
leverages that information to build unique consumer profiles based on a person’s behavior
across those channels.
The data engine then has the ability to consolidate data obtained from all users and
generate unique product recommendations to a specific consumer, based on what “look-
alikes” have shown interest in.
The recommendations can then be tracked to identify the influence they had on a consumer’s
engagement, giving Contigo the power to derive strategies or personas for the future.
4. 4
We Know Your Objectives
Implementing Predictive Intelligence, will support Contigo and CRM’s collaborative
objectives of:
• Improving consumer engagement through PI’s influence of consumer
experience
• Increasing current product consideration and awareness through PI’s influence
of web page visits
• Expanding consumer data capture through PI’s improved consumer insights
*Note: Objectives above are based on most impactful for CRM and do not
reflect all Contigo brand objectives
5. 5
The Vision for Implementation
• Deploy quick ROI
campaigns
• Leverage existing or in
progress templates
• Cross-sell products
• Enrich consumer database
• Reengage & Retarget
• Optimize crawl learnings
• Cross-channel Experience
• Email and Web
• Activate off derived
preferences
• Predictive Web Analytics
CRAWL WALK RUN
Dec. 2016 – Feb. 2017 March – April 2017 May 2017 +
6. 6
• Rechecks the site later
• Decides to subscribe
Day 1
Interest
2 Weeks
Engage
1 Week
Subscribe
3 Months
Unsubscribe/Purchase
No Click
Unsubscribe
s from
future
messages• Likes Contigo
• Visits the site
• Checks out water
bottles on the site
• Receives Welcome
• Engages with kids
items + Tumblers on
web
An Improved Customer Experience
PI ENGINE
Travis
Travis’ Experience Today
Travis’ Experience Tomorrow
• Receives Welcome
• Includes water bottles
+ other web items
viewed
• Engages with mugs +
kids items + Tumblers
on web
• Receives Product email
on Mugs
• Doesn’t include items
he’s likely interested in
Interest
• Rechecks the site later
• Sees similar water
bottles from last visit +
others
• Decides to subscribe
Other
Recommend
Items
Interest Other
Recommend
Items
• Receives Product email
on Mugs
• Includes similar water
bottles + kids items +
Tumblers viewed on
web
Consumer
Experience
Continues
1 Months
Engage
Where we are now…Where we can go…
7. 7
Interest
Interest
Day 1
Interest
2 Weeks
Engage
1 Week
Engage
3 Months
Continued Experience
• Likes Contigo
• Visits the site
• Checks out water
bottles on the site
An Improved Customer Experience
PI ENGINE
Travis
• Receives Welcome
• Includes water bottles
+ other web items
viewed
• Engages with mugs +
kids items + Tumblers
on web
Interest
• Rechecks the site later
• Sees similar water
bottles from last visit
• Decides to subscribe
Interest
• Receives Product email
on Pitchers
• Includes similar water
bottles + kids items +
Tumblers viewed on
web
Consume
r
Experienc
e
Continues
1 Months
Engage
Other
Recommend
Items
• Visits the site
• Checks out water
bottles + Mugs on
the site as well.
• Looks similar to
Travis.
• Receives next promo
• Focused on mugs;
recommends Tumblers
+ water bottles.
Tiffany
Other
Recommend
Items
• Engages with kid’s
items on site
Other
Recommend
Items
Note: Predictive Intelligence tracked
Travis’ and Tiffany’s engagement and
behavior through their cookies, and built
recommendations along their journeys,
based on that collection of data.
Consume
r
Experienc
e
Continues
Implementing the “Look-Alike” Consumer
8. 8
Contigo
Catalog
Imported into ExactTarget
Includes:
• Product Attributes
• Price
• Category
PI Data Engine
Configured on brand site to
collect consumer data
Collects and tracks:
• Unique user behavior
• Product engagement
• Views, purchases, carts
Travis’ Profile Data
Built automatically based on user
behavior
Email engagement
• Opens, clicks, forwards, time in email,
etc.
Web engagement
• Views + content engaged, time on
page, searched items, etc.
Purchase behavior and history
Logic Build
Consolidates Travis’
data + Other Similar
Consumers
Others Like You
• “Users who have
bought this
product also
bought these
products
Your Recently
Viewed
• “Other products
you may like”
Recommendatio
n Lists
Determined based on brand’s
desired scenario
Ex:
• Bought Bought
• Recently Viewed
• Top Sellers
How the Work is DonePulled from the catalog, the collection, the build, the recommendation…
“Look-Alikes”
Profile Data
Consolidates data captured from
other similar consumers
Email Web
Travis’
Recommendation
Generation
Built to increase consideration and
drive trial and/or purchase
9. 9
DEC JAN FEB MARCH APRIL MAY
2017
ABANDON CART
ABANDON BROWSE
TIME TO UPGRADE
ON SALE
BACK IN STOCK
PRODUCT/PROMO
BIRTHDAY SERIES
ANNIVERSARY SERIES
RATE & REVIEW
WELCOME
REENGAGEMENT
TEST, LEARN AND OPTIMIZE
NEWSLETTER
PREDICTIVEINTELLIGENCECAMPAIGN
WALK – WEB IMPLEMENTATION #1 RUN – EMAIL IMPLEMENTATION #2CRAWL – EMAIL IMPLEMENTATION #1
A Best Practice ApproachThree phases of a staggered implementation - Crawl, Walk and Run
PRODUCT
CATEGORY
CART
CONFIRM
HOME
Note: Staggered
approach allows
CRM to maximize
value and
opportunities for an
early return on
investment through
three revenue based
triggered email
deployments.
2016
10. 10
Detailed Email Deployment Process
Predictive Intelligence Email Timeline
Work streams Week 1 Week 2 Week 3 Week 4 Week 5
ContigoEmailDeployment
Campaign Template
Development
HTML Development
(Min. 2 Resources)
Implementation &
Quality Assurance
Finalization & Go Live
Phase Checkpoint
To Be Confirmed
5 Days
5 Days
4 Days
Implementation Notes:
According to these implementation steps,
deployment should take a minimum of
21 days after the initial creative kickoff
discussion amongst teams. (Discussion is
not reflected on this plan)
*Risk: Deadlines are aggressive,
for each day an action item is
delayed, an extra day will need to be
added.
***Requests: Contigo team has
requested 14 days for campaign template
development in order to complete internal
reviews. That is not reflected on this
plan.
Checkpoint Notes:
Checkpoints are broken into thirds of the
implementation, with the third being the
“Go Live” of the email deployment.
7 Days
Note: This deployment leverages existing templates. Following these
templates and substituting modules based on the email context,
enables us to limit costs, time and resources necessary for deployment
within this timeframe.
**Assumptions: Resources are 100% dedicated to this deployment.
11. 11
Measuring Performance and KPIs
Our plan for tracking and measuring success, based on best practices.
*Goals will be measured once all web tracking is in place.
**Goal is measured against the eight fields Contigo is currently capturing data through the
preference center, and will be based on derived PI insights.
Note: Influence refers to a user clicking on a PI recommendation (or reference item in
triggers).
To Be Confirmed
Increase current product
consideration and
awareness
Expand consumer data
capture
• Increase influenced site visits by 3% by end of Q32017*
• Improve recommendation clicks by 2% by end of Q32017*
• Increase of total orders influenced by 10% by end of
Q32017*
• Increase influenced revenue to 15% by end of Q32017*
• Increase consumers profiles captured by 5% Q32017.*
• Increase customer data capture by 20% by end of Q32017**
• Capturing these new fields:
• Unique consumer affinities
• Unique consumer product views
Industry Standard Benchmarks
Improve consumer
engagement
Brand Objectives
Note: Objectives above are based on most impactful for CRM and do not reflect all Contigo brand
12. 12
What We Need From You
To Be Confirmed
• Excel file of most current Brand catalog
• Continued partnership with current allocated resources
• Weekly collaboration meetings throughout on-boarding
• Modify existing templates for proposed new campaigns
• Web implementation ONLY: Access to eBiz or Meanbee resources
• Alignment on recommendations lists and Logic Build
• Essential Brand business rules and requirements
• Education on Brand limitations for product recommendations
13. 13
Steps to Getting Started
Begin Catalog Migration Feed – In Progress for Contigo – Approximately 3 weeks
• Imports brand products into PI extension and stores product data on the site
• Brand submits to Salesforce Partners
Embed PI Engine on Site - In Progress for Contigo – Approximately 4 weeks
• Configured on the site to begin collecting and tracking the users behavior, includes purchases
made
Begin Data Collection – 30 Days after Engine is Embedded –Ongoing Process**
• Merges data collected from the PI Engine with catalog information to start generating the data
recommendations
Recommendation Configuration and Logic Build* - Timetable TBD
• Recommendations can then be configured and added to brand emails and brand site**
• Executed by brand resources
*Note: This process will be completed in collaboration with th
brand team in order to meet campaign objectives.
**Note: Results may take up to 30 days to formulate. As the Engine
acquires data over time, recommendations improve and become more
To Be Confirmed
