With the digitization of everything & the growth of liquid expectations, how can firms design a more fluid approach to understanding customer preferences & passions to drive personalized marketing & experiences? In this session we’ll discuss how personalization has evolved, the base framework for guiding your personalization transformation strategy, and the major challenges holding firms back from achieving personalization at scale. We’ll also discuss how the customer genome will establish a new foundation for personalization that will impact what it means for our customers and our companies, leading us into an interactive discussion of what this means for our various industries.

1. THE FUTURE STATE OF
PERSONALIZATION

2. z50sqft & 100k products
CURRENT
STATE OF
DIGITAL
4”screen with 10M
Past Present

3. LIQUID EXPECTATIONS
Your buyers compare the ease and relevance of your
experience against the best in all industries
DIRECT
COMPETITORS
EXPERIENTIAL
COMPETITORS
PERCEPTUAL
INFLUENCERS
Change expectations
your customers have
Set expectations
across industries
Sell products or services
that compete with you
DIFFERENCE
BETWEEN WHAT
CUSTOMERS
EXPECT AND WHAT
YOU DELIVER
DIRECT CATEGORY COMPETITORS
Why Personalization?

4. The goal of personalization is not
about cross or up selling. Nor is it
about the right product in the right
place at the right time.
The goal of Personalization is to use
data to make it easier for customers
to find & consume what they want,
how and when they want.

5. 4 R’s of Personalization
RECOGNIZE REMEMBER RECOMMEND RELEVANCE

6. WHERE IS YOUR ORGANIZATION TODAY?
Accenture Personalization Maturity Model
Digital experiences and
campaigns for audience
segments based solely
on expert judgment and
simplistic business rules
MINIMAL
PERSONALIZATION
Personalized experiences
and campaigns based on
A/B testing and data-driven
recommendations and
audience targeting
SELECTIVE
PERSONALIZATION
STAGE 1 STAGE 2 STAGE 4 STAGE 5STAGE 3
Industrialized operating
model for managing
processes, governance,
and platform instrumentation
to support personalized
experiences and campaigns
MANAGED
PERSONALIZATION
Centralized decision
management to create
contextualized
personalization and create
a seamless experience
across channels
OMNI-CHANNEL
PERSONALIZATION
ENTERPRISE
DIGITAL AGILITY
Orchestrating across
all channels to enable
and manage goal setting
for corporate level KPIs,
such as margins, revenue,
and excess inventory
JOURNEY TO DIGITAL PERSONALIZATION JOURNEY TO DIGITAL AGILITY
PERSONALIZATION AT SCALE

7. ORCHESTRATE
OPERATIONALIZE
ORGANIZE
THREE PRIMARY CHALLENGES TO SCALE
TALENT & CULTURE NEEDED TO
TEACH SYSTEMS TO BE
PERSONAL
TECHNOLOGIES & DATA TO
CREATE A SEAMLESS
PERSONALIZED EXPERIENCE
PROCESSES & GOVERNANCE
TO EMBED PERSONALIZATION
ACROSS ALL EXPERINCES

8. CUSTOMER GENOME
With the digitization of everything and the growth of liquid expectations,
how can we design a more fluid approach to understanding customer
preferences and passions to drive personalized marketing and experiences?
Traditional personalization
approaches focus on what
customers buy, view, or consume,
which results in a product-
centric view limiting
customer understanding
Uncovering why people chose
versus what they chose leads to
an understanding of preferences,
motivations & passions, which goes
beyond the limitations of current
merchandise, offers & services
Decomposing each
interaction and mapping
them to the customer to
understand each individuals
uniqueness for greater and more
effective personalization
THE CHALLENGES THE ANSWER CUSTOMER GENOME

9. FEATURES
• Lavender and Vanilla aroma
• Helps lull baby to sleep
• Tear-free
• Cleans hair and skin
• No phthalates, parabens,
petrolatum, or SLS
• Pediatrician-tested and
hypo-allergenic
• Safe, effective and natural
INGREDIENTS
Aqua (water, eau),
caprylyl/capryl glucoside,
sodium lauroyl glutamate,
disodium cocoyl glutamate,
oryza sativa (rice) extract,
sodium cocoyl hydrolyzed
soy protein, origanum
vulgare leaf oil
MERCHANDISING
• Size: 12oz
• Price: $9
• Package: no pump
• Category: Health & Beauty
• Sub-Catg: Children Shampoo
• Shelf Position: top
• Display: no
RATINGS & REVIEWS
• Ratings: 5.0 stars
• Review Cnt: 9
• Review Tokens: babysitting,
fussy, love this product,
grandmother
• Reviewer Avg Age: 45
• Percent Incentivized: 0%
• Sensitive Skin: 50%
BRAND
• Name: Burts Bees
• Klout Score:50.7
• Green Score: 8.9
• Manf Location: USA
ORGANIC BRAND CRUELTY FREE
LAVENDER HYPOALLERGENIC ALOE
Customer Genome
DNA & LIVING PROFILE OF THE GENOME

10. What this means for
Your Customers Your Corporation
DNA & LIVING PROFILE OF THE GENOME

11. WHATS NEXT?

12. EMAIL
GET IN TOUCH
michael.dekshenieks@accenture.com
This document makes descriptive reference to trademarks that may be owned by others. The use of
such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not
intended to represent or imply the existence of an association between Accenture and the lawful
owners of such trademarks

13. Why Personalization?
TOO MUCH
CHOICE
From 50,000 products in
50,000 sq. ft. stores to
millions of products on a 4”
screen
How do I know I’m
choosing the best product?
Could I get a better
deal elsewhere?
Choice can be paralyzing…
NOT ENOUGH
TIME
Ultra-competitive workplace,
overscheduled families,
always connected…
TOO MUCH
CONTENT
Solicitations, offers,
promotions, social streams…
Product sites, third-party research,
news, reviews, ratings, blogs…