- The document discusses best practices for achieving omnichannel personalization including streamlining data collection with tag management, improving integration timeframes for Certona, and identifying key metrics for reporting on demand generation.
- It provides an overview of Tealium and Certona, describing Tealium's tag management platform and Certona's predictive personalization capabilities.
- Examples are given of how Certona can deliver personalized experiences across different touchpoints of the customer journey like website, email, in-store, and mobile.
1. Click to edit Master
subtitle style
How to Achieve Omnichannel
Personalisation!
Simon Taylor
Managing Director, Sales Engineering EMEA - Tealium
Tim Sumner
Senior Pre-Sales Consultant - Certona
21. Established Experience
$4.2BClient Revenue
in 2014
in Real-Time
Generating
11YEARS
in Marketplace
Personalized Experiences
served per month
BILLION
30
50Countries*
500+eCommerce*Sites*
Across
22. CUSTOMER ENGAGEMENT OBJECTIVES
Certona’s proprietary real-time predictive analytics engine is a 100% cloud-based SaaS solution
that captures, analyzes, recommends and delivers relevant content for brands.
Personalized Experience Management Platform
1:1 REAL-TIME TARGETING
CHANNELSASSETS
Certona® Predictive Cloud™
23. The Customer Journey Who Am I?
Meet Jill
Female
Mid 30’s
Lives in London
Works in London
Sophisticated & Fashionable,
into Health and Fitness.
Training for her first amateur
tennis tournament. She sees
one of her friends posting a
Lacoste tennis top that would
be perfect!
24. It’s 6:30 am.
Jill sits down for breakfast.
She pulls out her laptop and
searches for Lacoste Roland
Garros Collection.
She’s directed to the
www.lacoste.com/gb/sport/
what's-new/roland-garros/
Home Page.
New Visitor Home Page View
• Promote hero shot message and personalization
strategy with dynamic titling
• Personalized Landing Page from GoogleAd Results
The customer Journey What am I doing now?
25. Browse Product Pages
• She clicks on the TECHNICAL STRETCH JERSEY
LACOSTE SPORT PLEATED TENNIS SKIRT,
places it in her cart
• She pulls up the TECHNICAL JERSEY LACOSTE
SPORT TANK TOP TENNIS DRESS TOP
recommendation.
• She creates an account to save the Skirt in her cart
and the recommendation, logs off and heads to
work
The Customer Journey What Am I Looking At?
Jill Searches tennis.
26. It’s lunchtime the following day
Jill heads to the café with her
tablet.
She logs in to lacoste.com but
even if she didn’t log in it
wouldn’t matter and continues
shopping on Lacoste..
The Customer Journey What Have I Done In The Past?
Returning Visitor Home Page View
• Engage with a targeted hero shot and message
based on previous browse activity
• Mix personalization strategies such as:
– geo-targeting
– past browse activity
Jill returns browses, looking at
tennis clothes, along with other
matching tops and outfits before
going back to work.
You might like these.…
27. It’s the end of the work day, Jill walks
to her favourite coffee shop, grabs a
latte and checks email on her
mobile phone.
She reads a remarketing email sent
from Lacoste.
PLUS YOU MIGHT LIKE
FREE SHIPPING? TAKE ONE OF THESE
Remarketing Email
• Re-engage with a cart abandonment email
• Drive conversion with a free shipping offer/reminder
• Include dynamically delivered recommendations that
are based on current browse activity and if applicable,
bridge the free shipping gap
The Customer Journey What Else Might Interest Me?
Jill views recommendations, adds a
couple of items to her cart and finds
another pair of tennis trainers that
interest her
29. Jill finishes her coffee and
walks over to the park.
She receives an email on her
mobile phone.
The Customer Journey What Should I do Next?
Drive Action
• Use geo-fencing to send alerts when customers are
in the vicinity of a brick and mortar store location
• Send a targeted offer, based on personalized profile
and most current activity
• Make it easy for them to locate the nearest store
Jill uses the store locater and finds a
Lacoste Store location just a few blocks
away.
30. Jill decides to go to the store.
Jill is now searching for that
perfect tennis outfit. She can’t
find it in the store, so she
seeks out a sales associate
who has a tablet and can help
her access items which are not
available in the store, but can
be purchased and shipped
directly to her home.
The Customer Journey Help Me Find What I Want
The sales associate searches for
tennis outfits with Jill.
Enhance the In-store Experience
• They discover the perfect second skirt, that she puts
along with all of the items in Jill’s cart
• After reviewing all the items in her cart, Jill shows
the sales associate the offer she received on her
phone
• Jill buys her items
31. A week later she receives a thank
you email from Lacoste.
The Customer Journey Keep Them Coming Back
Create Customer Loyalty
• Re-engage with a show of appreciation, including:
– A special offer based on purchase history and
most recent browse activity
– Personalized recommendations pulling in
context from her most recent browse activity
Recently Viewed
32. Recommendation Demand
Report
• Purpose:
Quickly see how
an application or
a group of
applications
(region) is doing
at a glance
• Audience:
Those who want
a high level
performance
snapshot (Upper
management)
33. Experience Comparison Report
• Purpose: Compare the
effectiveness of specific
strategies in an experience.
• Audience: Analysts and
those who want to optimize
the priority of strategies within
their respective experiences
36. Summary
! Best practises in Tag Management - How to streamline data
collection for enhanced personalisation
! Improving deployment timeframes for integrating Certona
! Personalisation best-practice strategies
! Shared experiences in managing omni-channel individualisation
! Identifying key metrics for reporting on demand generation
40. Driven by
customer profile
data.
Use history to
determine what
brands to
promote.
Home Page
Powered by:
Customer Data
Business Objectives
Merchandising rules
Optimize for
performance
Ability to target
and test delivery
of creative assets
Recommendations
Creative
Offers
Categories
Brands
41. Product Pages
Driven by the customer
profile and relevant to
what the customer is
looking at.
Target by
segment,
optimized for
customer
Utilize
geographic
location and
weather.
Encourage product
discovery by promoting
items more likely to
convert.
Flexible designs
for every
touchpoint
Offers
Contextual
Messaging
Recommendations
Recommendations
Responsive
42. Target by
segment
(price, offer)
Powered by:
Customer Data
Business Objectives
Merchandising rules
Recommend
products as
they add items
to cart.
By recommending
products to meet
shipping thresholds.
Recommendations
QuickView
Incentivize
Purchases
Offers
Shopping Cart
43. Personalized
Marketing Emails
From
previous
purchases
Powered by:
Customer Data
Business Objectives
Merchandising rules
Optimize for
performance
Relatable
Appealing
• Provide opportunities
for regular
engagement
• Educate on events
and new product
availability
• Maximize revenue
• Reduce inventory
Brands
Offers
Creative
Recommendations
44. Personalized
Transactional Emails
• Take advantage of this
highly-viewed email by
adding real-time profile
based recommendations
• Associate offers with
Like online-content
Encourage follow-up
purchases and re-
engagement.
Optimize for
performance
Offers
Recommendations
45. Personalized
Remarketing Emails
Remind customers
of products
they’ve expressed
interest in.
Increase the
chances of a
return visit
and purchase.
Make it easy
to complete
purchases.
• Re-engage customers
and recover lost sales
• Maintain engagement,
offer alternatives
• Triggers: browse and
cart abandonment
and replenishment
• Flexible timing for
sending data to ESP,
as well as the period
of time after
abandonment has
occurred.
Incentivize
Recover
sales
Recommendations
46. Mobile & Tablet
Target by
segment
(price, offer)
Powered by:
Customer Data
Business Objectives
Merchandising rules
Driven by
customer profile
data.
Use history to
determine
what brands
to promote.
Ability to target and
test delivery of
creative assets
Offers
Brands
Creative
Recommendations
Categories