In the information economy, customer’s attention is the ultimate scarce resource. Across industries marketing campaigns response rates are going down and customers are “banner blind” when you try to communicate more offers to them in their PC banking environment or e-shop. Personalizing offers in real time and delivering them through multiple channels is the ultimate promise the new technology is making to marketing. Personalization is all about understanding what someone needs and presenting it to them in a non-creepy way

1. REAL-TIME PERSONALIZATION IN 5 STEPS
MARTA PICHLAK-MIARKA & TONY SPELKENS
@PICHLAKMIARKA & @TSPELKENS
CUSTOMER INTELLIGENCE CONSULTANTS
Copyright © 2012, SAS Institute Inc. All rights reserved.

2. “MINORITY REPORT STYLE” ADS THAT SCAN YOUR RETINA, KNOW
YOUR NAME AND HISTORY ARE CLOSER THAN YOU THINK…
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3. CREEPY OR NOT CREEPY?
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4. RETARGETING
WHEN ADS FOLLOW YOU
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5. Marta Pichlak-Miarka
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6. 1 month later…
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8. THE TIMES WHEN ONE SIZE FITS
ALL ARE GONE
One size does not fit all
Personalizing web site experience
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9. THE CUSTOMER EXPERIENCE CHALLENGE
 Managing customer data from multiple channels
 Collecting the right data in the online channel
 Making the data actionable
 Gaining analytical insights from the data
 Acting in real time but taking the relationship approach
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10. CUSTOMERS SAY
67% Having real time access to customer behaviour
data is important or very important for us
Agree
Source: SAS and Insites Customer Centricity Survey, n= 76 BE+NL
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11. CUSTOMERS SAY
39% We are able to take real-time action to some extent
and/or in some channels
Agree
Source: SAS and Insites Customer Centricity Survey, n= 76 BE+NL
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12. One size does not fit all
Personalizing web site experience
5 STEPS TO REAL TIME CROSS CHANNEL
PERSONALIZATION
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13. THIS IS PETER…
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14. STEP1
Campaign Management
for Inbound
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16. STEP1 CAMPAIGN MANAGEMENT FOR INBOUND (PUSH)
Content
Management
System
Predefined
Segment
Offer-Customer
customers
Table
SAS Analytics
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17. STEP1 CAMPAIGN MANAGEMENT FOR INBOUND (PUSH)
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18. STEP 2
Online data collection
&Analytics
STEP1
Campaign Management
for Inbound
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19. STEP 2 ONLINE DATA COLLECTION AND ANALYTICS
Collect data
Translate raw
data into
Analytics Information/goal
definition
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21. CRM Campaigns
Multichannel
Purpose of collecting data
Traffic Analysis
Online channel
Site Centric Customer Centric
Type of data collected
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22. STEP 3
Event Driven
STEP 2 Outbound
campaign/retargeting
Online data collection
&Analytics
STEP1
Campaign Management
for Inbound
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23. What will happen when Peter
requests an offer/contact?
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24. STEP 3 EVENT DRIVEN CAMPAIGN/RETARGETING
Collect data
Campaign
Management Translate raw
data into
Information/goal
definition
Campaign
Data Mart Web Datamart
DWH Store History
Marketing
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26. CREEPY OR NOT CREEPY?
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27. ANNUAL REVENUES FROM ABANDONED CART RETARGETING
UK RETAILER
£40M
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28. STEP 4
In session rule based
STEP 3 personalization
Event Driven
STEP 2 Outbound
campaign/retargeting
Online data collection
&Analytics
STEP1
Campaign Management
for Inbound
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29. STEP 4 IN SESSION PERSONALIZATION (RULE BASED)
Content
Management
System
Collect data
Translate raw
Real Time Store session data into
Engine data Information/goal
definition
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31. STEP 4 IN SESSION PERSONALIZATION (RULE BASED)
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32. STEP 5
Cross channel
Real Time
Personalization
STEP 4
In session rule based
STEP 3 personalization
Event Driven
STEP 2 Outbound
campaign/retargeting
Online data collection
&Analytics
STEP1
Campaign Management
for Inbound
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33. STEP 5 CROSS CHANNEL REAL TIME
PERSONALIZATION
Contact Center
Collect data
Translate raw
Real Time data into
Engine Session Data
Information/goal
definition
Web Datamart
Campaign Sessions history
DWH Data Mart
Marketing
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35. CREEPY OR NOT CREEPY?
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36. HOW TO PERSONALIZE WITHOUT BEING CREEPY
Transparency & Consent
• Be clear about what type of data you are collecting and why
• Obtain a user consent (Opt in) – now enforced by Law (amendment to the E-Privacy Directive
2002/58/EC)
Trade Off
• Users are providing information to a site for a reason. Make sure that it is clear to those
users what they will be getting in return and what’s the trade off
Control
• Let the users decide if you’re doing the right thing. Ask for feedback
Diversify
• Use different level of personalization in different channels
Right Technology
• Have the right technology that you can rely on
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37. STEP 5
Cross channel
Richness of Data Ready for
Real Time
Real Time Decisioning Personalization
Online Data Environment
STEP 4
Ready for Analytics In session rule based
STEP 3 personalization
Event Driven
STEP 2 Outbound
campaign/retargeting
Online data collection
&Analytics
STEP1
Campaign Management
for Inbound
Combine
Multiple data sources
Online data structures/ data flows that
Integrate with campaign management
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38. make connections • share ideas • be inspired
THANK YOU !!!
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