Envision a world where brands interact directly with their customers – delivering customized, contextually relevant, in-the-moment experiences ranging from offers, to messaging, to rich content. The problem today is not gaining access to data, but knowing how to optimize it for a successful CRM strategy. SapientNitro helps organizations bring customer engagement to a whole new level by utilizing marketing automation for full integration with the Adobe Marketing Cloud. With a data driven marketing approach, organizations will be able to provide personalized product recommendations, increase transaction value, customer satisfaction and customer retention. Client examples to include John Hancock and McDonald’s

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MEETING THE CRM CHALLENGE
AD D IN G VALU E TO TH E AD OBE MAR KETIN G C LOU D
VIKALP TANDON
SAPIENTNITRO
29th August 2016

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Vikalp Tandon
VP and Global Strategy Lead,
Customer Engagement Platforms
at SapientNitro
@vikalptandon
https://www.linkedin.com/in/vikalp

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Communication Strategy

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Communication Strategy

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Bot/Human

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Experimental results with 250,000 customers show a
13 times better conversion-rate compared to the
control group. The control group is selected using the
current best practice marketing. The model also shows
very good properties in the longer term, as 98% of the
converted customers in the treatment group renew
their mobile internet packages after the campaign,
compared to 37% in the control group.
web.media.mit.edu/~yva/papers/sundsoy2014big.pdf
Success
Story

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62%Of the Marketers in the top
performing companies say that
they are not effective at it.
Content Marketing Institute 2016 Research

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Linear
Marketing
Workflow

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MARKETING PLATFORM MATURITY
Marketing Automation with
Customer Journeys. Marketer
manages content, target
segments and channels in
one platform for better
governance
CRM platform stitches a
Customer profile by
processing behavior and
analytics data from multiple
channels. This data is
reduced to signals. Marketer
writes business rules in
Marketing Automation
Platform against these signals
to optimize communication
Machine Learning pipeline
is setup to score every
customer record against
marketing outcomes and
dimensions. Marketers use
these “propensity” scores to
drive multi channel campaign.
This eliminates the use of
static rules. The machine
learning process improves
outcome over the period of
time
GEN 1 GEN 2 GEN 3
1. Marketing Automation Platform
2. CRM Platform
3. Data Sciences Pipeline

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MARKETING CLOUD OPTIMIZED

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THANK YOU!