Are you staying ahead of the curve? New tech can help answer customer needs and build long-term loyalty, but if it’s not the right fit, it can also harm your business. Make sure your next investment helps rather than hinders with the Epsilon New Tech Checklist

1. NEW TECH
CHECKLIST

2. 2
As the market gets flooded with new technologies, CMOs and their senior leaders are
faced with constant market disruptions and increasing compliance requirements.
Marketing leaders need to become more agile, and to harness their creative
problem-solving techniques to tackle these complex issues. With this checklist, we
help you decide on the ‘what’, communicate the ‘why’, and clarify the ‘how’ when it
comes to investing in any new technology.
$100 billion is spent on new and innovative marketing tech every year, but CMOs say
that 25% of it is wasted. At Epsilon, we’ve uncovered that the reasons for this sunk
cost is threefold:
WHY READ THIS
CHECKLIST
1. A lack of organisation-wide buy-in to the new system
2. Staff that are not properly trained in the new platforms
3. A lack of focus on the end user

3. 1
3
Is there a lack of organisation-wide
buy-in to the new system?
You should only invest in tech when you have a customer-led problem, and a
clear way of measuring the impact the changes have on your bottom line. Ask
yourself these questions:
• What do we know about our customers, and what do we need to find
out? How are those insights going to help us improve CX?
• What are we trying to achieve? Acquisition? Retention? How is this tech
going to help us meet our organisational goals?
• How does our company need to change our operating model so we
can adopt this effectively? What skills do we need to add to be able to
accomplish this shift?
• What budget will we need to sustain this change in a cost-effective way?
SECURING
BUY-IN

4. 2
4
Are your staff properly trained
in the new platforms?
Beyond traditional business requirements like marketing skills, analytical skills,
or digital skills, there’s three new abilities you should look out for during
periods of organisational evolution.
• Creative problem solving: You need to be able to come up with fresh
ideas and perspectives, and evaluate which is the right one to go and test.
• Confidence: To move away from what worked in the past, adapt, and
push yourself to try new things.
• Collaboration: Firms are complex, and making a large shift usually means
getting buy-in from different departments.
You need to continuously learn from your experiments to stay ahead of the
game and stay innovative, and make use of those insights to boost CX.
SKILLS
RESOURCES

5. 3
5
Is there a lack of focus on the end user?
Don’t be distracted by the hype: make customer experience your focus.
CX is different for each individual, and their needs shift and change over time.
Organisations need to understand their customers to deliver relevant messages
and content on the right channel, at the right time for each person. Doing this
well over time can create lifetime connections and long-term loyalty.
But don’t put the cart before the horse - start with a customer-centric vision
and then think of how the tech can add to that.
• Customer Intelligence: how do you stay informed of customer needs
and behaviours?
• Experiment: How do you adapt your messaging and experiences to
changing customer needs?
• Be insights-led: Use the data you’ve gathered from the first two stages
to iterate.
FOCUS ON
THE END USER

6. 6
CONCLUSION
Know more and get deeper insight, to
increase your marketing and company
performance
“People-based” is a common cliché in our industry—yet Epsilon offers the only
solution with real people (not just their devices) as the foundation. Each
consumer’s online and offline activity is connected to a single ID that your brand
owns. All decisions and measurement ties back to these IDs, for a comprehensive
view of your customers and full control of your marketing.
With Epsilon, you can:
1. Meet Consumers rising expectations:
Deliver proactive, relevant conversations that make your customers feel
recognised, respected and protected.
2. Successfully navigate the marketing landscape:
Avoid the rising media and tech fragmentation, and get a more accurate,
complete customer view than you ever thought possible.
3. Reach your goals – with results that prove it:
Get a full understanding of your marketing’s impact, and then continuously
optimise to drive omni-channel effectiveness.
Looking for the right partner to help you make sense of your tech stack?
Contact us at hello@epsilon.com or visit emea.epsilon.com

7. About Epsilon
Positioned at Publicis Groupe’s core, Epsilon is a leader in interaction
management, empowering brands to transform ordinary customer experiences
into meaningful, human experiences.
Our connected suite of products and services combine leading-edge identity
management, industrial strength data and technology expertise with big brand
acumen gained over five decades working with the industry’s top brands.
Our human-powered, data-led marketing delivers unmatched depth, breadth
and scale to help brands turn meaningful human interactions into exceptional
business outcomes.
For more information, visit emea.epsilon.com or
follow us on Twitter @EpsilonEMEA.
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