Roundtable data collection and orchestration 17/10

Transcript

1. Data Collection and Orchestration © 2019 Merkle. All rights reserved. Any copying or use of this confidential information is strictly prohibited without the express written permission of Merkle.
2. Presentatoren van vandaag Folkert Mudde Sr. Digital Marketing and Data Consultant Kirsten McLean Sr. Digital Strategist Tealium
3. Topics me r k l e m i n u t e • MERKLE minute • What we all want • Basis structuur • Innovation • Strategie & teams • Recap
4. MERKLE MINUTE
6. What we do Our key capabilities. PERFORMANCE MEDIA CUSTOMER EXPERIENCE TRANSFORMATION & CUSTOMER STRATEGY ANALYTICS & INSIGHTS ENTERPRISE TECHNOLOGY SERVICES CRM & LOYALTY MARKETING
7. TECHNICAL CAPABILITIES PROGRAMMING / CLOUD TECHNOLOGY / DATA ENGINEERING Digital Analytics Implementation Measurement & Datalayers Tag Management & Tracking Data Quality & Enrichment Data integration & warehousing Media Analytics Dashboarding & Reporting Data Science / ML & AI Attribution / MMM Audience modelling Platform optimization programs User Research Site performance insights Personalization Ads testing Data activation Cloud for Marketing DMP & CDP Cloud Engineering Custom applications / services DATA COLLECTION ANALYSIS & INSIGHTS OPTIMIZATION / CXO MARKETING TECHNOLOGY
8. People-based Marketing It’s amazing what happens when you create true customer relevance through marketing to people – not proxies and connecting people, data, tech and creative silo’s. Vision
9. Merkle Emea 2.183 People ATLANTA, GA - AUSTIN, TX - BEND, OR - BOSTON, MA - CHARLOTTESVILLE, VA - CHICAGO, IL - COLUMBIA, MD - DENVER, CO - DETROIT, MI HW - DETROIT, MI - HAGERSTOWN, MD - LITTLE ROCK, AK - LOS ANGELES, CA - MINNEAPOLIS, MN - MONTVALE, NJ - NEW YORK, NY - PHILADELPHIA, PA - PITTSBURGH, PA - SAN FRANCISCO, CA - SALT LAKE CITY, UT - SEATTLE, WA - LONDON, ENGLAND - AMSTERDAM, NED - BARCELONA, SPAIN - BREDA, NED - BRISTOL, UK - DERBY, UK - DUBAI, UAE - EDINBURGH, SCOTLAND, UK - GIJON, SPAIN - MADRID, SPAIN - MUNICH, GERMANY - ROTTERDAM, NED - BANGALORE, INDIA - BEIJING, CHINA - NANJING, CHINA - PUNE, INDIA - SHANGHAI, CHINA - SINGAPORE - SYDNEY, AU With over 50 offices and 5,500 smart, dedicated people around the globe, we’re able to provide global reach and local market support. We are still growing at a rate that outpaces the market, with 2017 net revenue of $630 million.
10. WHAT WE ALL WANT OF EEN GEDEELTE DAARVAN....
11. Dynamische creatives
12. Personalisatie & aanbevelingen
13. Online data in CRM
14. Checkout abandonment
15. Personalisatie op browse gedrag
16. Customer journey dashboards
17. BASIS STRUCTUUR
18. CRM PRODUCTS WEB APP ORDERS OTHER CHANNELS BATCH SOURCES COLLECTION PROCESSING STORAGE INTELLIGENCE ACTIVATION (MARKETING) DATA WAREHOUSE STREAMING STREAM PROCESSING BATCH PROCESSING REPORTING SYSTEMS OF ENGAGEMENT PUSH • AUDIENCE SYNC • ENRICH • TRIGGERS SELECTIONS PREDICTIONS SERVING PULL • PREDICTIONS • RECOMMENDER • PROFILES • CONTENT SCORING
19. DATA COLLECTION PROCESSING STORAGE ANALYTICS & INTELLIGENCE VISUALIZATION ACTIVATION CONTENT
20. WEBSITE DASHBOARD PAID EMAIL TAGMANAGER DATALAYER CRM / DATA WAREHOUSE ANALYTICS CONTENT WEB DATA OFF SITE DATA CUSTOMER DATA SERVICE CENTER KANTOREN WINKEL
21. WEBSITE DASHBOARD PAID EMAIL TAGMANAGER DATALAYER CRM / DATA WAREHOUSE ANALYTICS CONTENT WEB DATA OFF SITE DATA CUSTOMER DATA SERVICE CENTER KANTOREN WINKEL
22. De basis van Data Collection is als het fundament is voor een flatgebouw. Zonder een doordacht plan kan het nooit ver boven andere gebouwen uittorenen. Fundament Het fundament biedt de mogelijkheid om je datagedreven tools & processen te optimaliseren en verbeteren. Verbeteren Omdat er in basis is nagedacht over de toekomst, moet innovatie op basis van data makkelijke toegepast kunnen worden. Activatie Implementatie Datalayer & TMS Requirements & workflow
23. DATALAYER De data layer is een manier om gegevens (bijvoorbeeld productinformatie, de categorie van een blog, type van een pagina) door te geven aan Tag Manager. Technisch gezien is de data layer een gewoon JavaScript-object. Het object bevat alle data die je wilt doorsturen naar de Tag Manager.
24. Requirements Implementatie Documentatie & meetplan Implementatie Datalayer & TMS Requirements & workflow
25. Requirements
26. Requirements Implementatie
28. Implementatie
29. De basis van Data Collection is als het fundament is voor een flatgebouw. Zonder een doordacht plan kan het nooit ver boven andere gebouwen uittorenen. Fundament Het fundament biedt de mogelijkheid om je datagedreven tools & processen te optimaliseren en verbeteren. Verbeteren Omdat er in basis is nagedacht over de toekomst, moet innovatie op basis van data makkelijke toegepast kunnen worden. Activatie Implementatie Datalayer & TMS Requirements & workflow
30. Implementatie Datalayer & TMS Optimaliseren en verbeteren Prioriteit Hoog Laag Backlog Geselecteerde taken Uitvoering Afgeronde taken Sprint 4-13 weken Standup 1-14 dagen ✓ ✓ ✓ ✓
31. De basis van Data Collection is als het fundament is voor een flatgebouw. Zonder een doordacht plan kan het nooit ver boven andere gebouwen uittorenen. Fundament Het fundament biedt de mogelijkheid om je datagedreven tools & processen te optimaliseren en verbeteren. Verbeteren Omdat er in basis is nagedacht over de toekomst, moet innovatie op basis van data makkelijke toegepast kunnen worden. Activatie Implementatie Datalayer & TMS Requirements & workflow
32. ACTIVATIE
33. CRM PRODUCTS WEB APP ORDERS OTHER CHANNELS BATCH SOURCES COLLECTION PROCESSING STORAGE INTELLIGENCE ACTIVATION (MARKETING) DATA WAREHOUSE STREAMING STREAM PROCESSING BATCH PROCESSING REPORTING SYSTEMS OF ENGAGEMENT PUSH • AUDIENCE SYNC • ENRICH • TRIGGERS SELECTIONS PREDICTIONS SERVING PULL • PREDICTIONS • RECOMMENDER • PROFILES • CONTENT SCORING
34. WEBSITE ANALYTICS SOCIAL ADS TAGMANAGER DATALAYER WEB DATA DISPLAY FEED
35. Marketing “Data Warehouse” ANALYTICS CHANNELS BRONNEN CRM / ORDERS / OCI-EDI REPORTING & INTELLIGENCE OPSLAG & SAMENVOEGEN Directe koppeling of via data collection tool OPSLAG TRANSFORMEREN SAMENVOEGEN Input voor dashboarding / intelligence DASHBOARDS INTELLIGENCE ALERTS/NOTIFICATIONS
36. Custom Dimensions Klant-ID Gebruikers-ID Google Analytics Client-ID (cookie) CRM Data Klant-ID Gebruikers-ID Klantsegment Klanttype RFM / CLV / etc Geautomatiseerde data import naar Google Analytics Koppelen data bronnen
37. Input data samenvoegen bronnen obv User-ID / Klant-ID ONLINE DATA CRM / ORDERS CHANNEL CHANNEL CHANNEL (MARKETING) DATA WAREHOUSE Insights Koppelen data bronnen
38. Voorspellingen Ad Creative Search Queries Time of Day Operating System Pages visited Type gebruiker Device Used Resolutie Browser Day Age & Gender Location + CLV = eCLV / pCLV Zakelijk vs particulier
39. Pattern Recognition Behaviour Expliciete data Conversie vandaag Historische events Voorspelde events
40. Data Online Predictions PRODUCT DETAIL VIEW ONLINE BEHAVIOR ADD-TO-FAVORITES ADD-TO-CART PREDICTION Visitor is 71% likely to convert ACTIVATION • Incentives • Bid adjustments • Retargeting • Look-a-likes
41. Voorbeeld Analyse: correlaties weer en productcategorie verkoop
42. Visual Product Recognition UPLOAD FOTO ZOEK OVEREENKOMSTIGE PRODUCT IN PRODUCT CATALOGUS COUCH TABLE TOON PRODUCTEN EN VERGELIJKBARE PRODUCTEN
43. WEBSITE DASHBOARD PAID EMAIL TAGMANAGER DATALAYER CRM / DATA WAREHOUSE ANALYTICS CONTENT WEB DATA OFF SITE DATA CUSTOMER DATA SERVICE CENTER KANTOREN WINKEL CDP / DMP
44. STRATEGIE & TEAMS
45. We helpen organisaties om door middel van data en techniek optimale beslissingen te nemen.
46. Het integreren van data en techniek creëert waarde Bron: BCG ‘delivering Meaningful Moments with Data Driven Transformation’ -30% Minder kosten 20% Meer omzet
47. Web Analyst Data Scientist CRO specialist BELANGEN Online Marketeer Digital Marketeer Performance manager UX/CX Ik heb een conversie verhoging van 200% weten te realiseren! Mijn Prospectecting campagne heeft bijgedragen aan de conversie. Dat staat in mijn Google Ads. Met mijn nieuwe design converteert elke bezoeker sneller! Hoe kan ik dit meten? Ik zie een significante stijging in dropouts bij de cart-funnel… De website is slecht... Het is koud buiten, dus mensen kopen onze producten nu, en waarschijnlijk in de toekomst niet... STAKEHOLDERS
48. Silo Multidisciplinair EXPLORATIE MOTIVATIE SAMENWERKEN
49. Plan van aanpak Multidisciplinaire teams TEAM Digital Marketeer Performance manager CRO UX /CX CRO UX /CX Web Analyst Data Scientist Technical Analyst Product Owner - IT …….. …….
50. Plan van aanpak Multidisciplinaire teams TEAM Digital Marketeer Performance manager CRO UX /CX CRO UX /CX Web Analyst Data Scientist Technical Analyst Product Owner - IT …….. ……. CTO CMO
51. DATA, TECH & OPTIMIZATION SERVICES TECHNICAL CAPABILITIES PROGRAMMING / CLOUD TECHNOLOGY / DATA ENGINEERING Digital Analytics Implementation Measurement & Datalayers Tag Management & Tracking Data Quality & Enrichment Data integration & warehousing Media Analytics Dashboarding & Reporting Data Science / ML & AI Attribution / MMM Audience modelling Platform optimization programs User Research Site performance insights Personalization Ads testing Data activation Cloud for Marketing DMP & CDP Cloud Engineering Custom applications / services DATA COLLECTION ANALYSIS & INSIGHTS OPTIMIZATION / CXO MARKETING TECHNOLOGY
52. Overall Data, Technologie en Optimalisatie strategie In de overall strategie wordt de richting en visie voor de langere termijn bepaald (2-4 jaar). Op basis van ambities, doelstellingen en kpi’s kan de richting en visie bepaald worden. in combinatie met Maturity modellen en een gap analyse ontstaat er een concrete strategie, met heldere initiatieven dit nodig zijn om hier te komen. Strategie per onderdeel Elk analytics onderdeel speelt zijn rol in deze grotere strategie en heeft zijn eigen maturity curve. Afhankelijk van de doelstellingen wordt er op een combinatie van deze deelgebieden ingezet. Strategie Overall Data Strategie Data Collection Analysis & Insights CRO & Personalisatie Orchestration Business Strategie
53. Uitvoering Strategie 2 jaar doel 3 jaar doel 10-25 jr 1 jaar 2 jaar en verder Q1 Q2 Q3 Q4
54. Overall Digital Maturity Single channel
55. RECAP
56. Hoe zorg ik voor een solide basis? Maak een plan en begin met documentatie van de requirements.
57. Wat zijn de raakvlakken van data collection? Een goede structuur in data collection heeft raakvlakken met alle online tools, analyses en uitingen, daarom is het belangrijk om de requirements te definiëren met alle stakeholders.
58. Wat zijn de stappen die ik nu kan ondernemen om een strategisch plan te formuleren? Kijk kritisch naar de huidige situatie. Aantal vragen die hierbij passen zijn: - Is de data collectie op de website/app correct? - Waar gaat mijn data naartoe? - Waar is wordt data nu voor gebruikt? - Welke data heb ik nodig om te kunnen innoveren? - Hoe ga ik dat structureren? - Waar heb ik mijn data voor nodig om mijn doelen te behalen?
59. CRM PRODUCTS WEB APP ORDERS OTHER CHANNELS BATCH SOURCES COLLECTION PROCESSING STORAGE INTELLIGENCE ACTIVATION (MARKETING) DATA WAREHOUSE STREAMING STREAM PROCESSING BATCH PROCESSING REPORTING SYSTEMS OF ENGAGEMENT PUSH • AUDIENCE SYNC • ENRICH • TRIGGERS SELECTIONS PREDICTIONS SERVING PULL • PREDICTIONS • RECOMMENDER • PROFILES • CONTENT SCORING WHAT YOU NEED WHAT YOU WANT TO ACHIEVE
60. Overall Digital Maturity Single channel
61. THANK YOU
62. © 2017 Tealium Inc. All rights reserved. © 2019 Tealium Inc. All rights reserved. | 1 Deploying your CDP: How to maximise value with a CDP Use Cases, Teams, Skills & Organisational Approach Kirsten McLean, Senior Digital Strategist, Tealium
63. (Don’t worry, you’ll get a copy of this!)
64. © 2017 Tealium Inc. All rights reserved. | 3 To innovate today, you need to understand your customer through data
65. © 2018 Tealium Inc. All rights reserved. | 4 Collect Standardize Transform and Enrich Integrate Activate Data Layer APIs and Integrations Vendor Data getting sent back to the collection device Create and Enrich Data Act on Business Rules Identity Resolution Manage Audiences Privacy and Governance Event Data Visitor Data Server-side and Client-side Collect, manage, engage, and analyze your data © 2019 Tealium Inc. All rights reserved. | 4 Tealium Universal Data Hub
66. Sync Behaviours with CRM, Email, Display and any other endpoint. Removed from Display Retargeting Across All Channels Opens email on desktop Devices and behaviors are stitched together Returns to site. Content personalized, completes mortgage calculator Visits Bank website via mobile. Spends time reviewing mortgage products, indicates self employed Display retargeting Mortgage products Point of Identification Activated via SMS & Email Megan’s Journey Enable Real-Time Customer Interaction Across Every Experience Real time behavioural characteristics Credit card browser Savings browser Advice seeker Expat Mortgage Customer 2 year fixed mortgage New customer First time buyer Frequent website visitor Has active appointment scheduled Lives in Amsterdam Cross sell – Saving account Mortgage nurture –phase 1 Visits Bank branch Accepted for mortgage – 2 year fixed Mobile browser Mortgage Prospect Unknown Self Employed Abandons again without proceeding to appointment, upweight bids Returns on site appointment options is highlighted on homepage, customer submits Mobile user Facebook User High Value Mortgage Prospect Joint application
67. © 2019 Tealium Inc. All rights reserved. | 6 We bought a CDP to solve data silos. ...but we still have team silos.
68. © 2019 Tealium Inc. All rights reserved. | 7 It is important to educate, motivate, and align your key stakeholders. Conduct exploratory interviews to get input and have a unified understanding of strategic objectives, challenges, constraints, competitive imperatives, as well as current and planned capabilities. From here you can map project objectives to strategic goals to gain stakeholder alignment. Exploratory Interviews • Identify executive sponsor and key stakeholders • Develop interview guides with critical questions for success • Interview key stakeholders to understand current attitudes, knowledge, and expectations Highlight Opportunities • Analyze findings to develop key insights to what was learned • Highlight key opportunities based on what was important to each stakeholder • Understand success criteria Strategic Objective Framework • Map project objectives to strategic goals and identify KPIs • Share strategic objective framework with stakeholders and build buy-in and understanding that educates, motivates, and inspires Educate Motivate Align Aligning Key Stakeholders
69. © 2019 Tealium Inc. All rights reserved. | 8 Roles & Responsibilities - RACI Matrix R = Responsible C = Consulted A = Accountable I = Informed
70. We’ve got our teams working together. ...we need to implement a data strategy.
71. © 2019 Tealium Inc. All rights reserved. | 10 ❏ Sources of Information ❏ Formulating Your Identity Resolution Strategy ❏ Strategic Objective Framework ❏ Understanding Process and Dependencies Gather Information and Formulate Objectives 2 Step 2: Mapping data sources for orchestration
72. © 2019 Tealium Inc. All rights reserved. | 11 Many organizations often overlook their legacy databases and systems that are not interconnected with the marketing group. Work with your IT stakeholders to discover what existing systems and proprietary information can assist in your objectives or serve in measuring success. Also, consider systems and information on the extreme ends of the marketing funnel. Common examples of internal data sources include: • Website Data • Mobile Apps • Learning Management Systems • Customer Relationship Management tools • Order Management Systems • Customer Support Systems • Call Center Systems • ERP Systems • Accounting & Internal Reporting Systems Determining Sources of Data
73. © 2019 Tealium Inc. All rights reserved. | 12 Data & Identity Resolution Strategy Building Visitor Profiles within AudienceStream Start to uncover the various ways used to identify individuals along the customer journey Identify All Known IDs Determine Where Each is Revealed Verify Where They Overlap Understand The Impact Create a list of all 1st and 3rd Party Identifiers used. These can be email addresses, CRM IDs, Display Cookie IDs, Lead IDs, Loyalty IDs, etc. Next, list out where each ID is revealed. Does the ID only exist in your CRM, eCommerce platform, or POS system? Is the ID only conveyed on the web? List out which of your IDs are used across multiple areas of your business. As an example, email may exist in your CRM, website, and ESP. Having common IDs will lead to a unified customer marketing strategy. Knowing how users are identified during the customer journey helps you understand how fragmented your marketing attempts can be.
74. © 2019 Tealium Inc. All rights reserved. | 13 System Purpose Identifiers Available Configured in the UDH Data Warehouse Historical POS transactions customer_email customer_mobile customer_id membership_id Yes Website E-commerce customer_email customer_mobile account_id Yes Call Center Customer service customer_email account_id No Example Data Sources & Identifiers Mapping
75. © 2019 Tealium Inc. All rights reserved. | 14 Example Visitor ID Mapping Email Sign-up, Register & Purchase Sign-up, Register & Purchase Purchase Order File Customer ID Purchase Purchase Purchase Order File Phone Number Purchase Purchase Purchase Order File Hashed Email Sign-up & Purchase Sign-up & Purchase N/A Other? Vendor Communication (via API) Silverpop Facebook Adwords Double Click Google Analytics TBD Website Mobile In-Store Google ID New Visit - Cookie Sync New Visit - Cookie Sync N/A Google Client ID New Visit Device Cookie New Visit Device Cookie N/A Other? Marketing Vendor IDs Possible Stitching IDs
76. Deterministic ID Key Ring & Visitor Stitching Truly creating a single view of the customer in real-time Various IDs from Interactions added to Profile Deterministic ID Key Ring Visitor Stitching of Profiles Across Sessions & Devices(+ Match Unknown-to-known) More IDs Captured... More Profiles Stitched... MORE COMPLETE VISITOR PROFILE More Accurate Customer Info & Better Targeted Customer Experiences Social log ins CRM ID Customer ID Hashed Email Loyalty ID Analytics Big Data CRM Display Ad Email Personalizatio n Search Social
77. We have clean, working data flowing. ...how do we know what to do with it?
78. © 2019 Tealium Inc. All rights reserved. | 17 Example B2C Customer Lifecycle 01 02 03 04 05 Awareness Customer becomes aware of the brand or product... Consideration Customer considers and evaluates the product or service... Purchase Customer purchases product or service... Retention Customer recommends the product or service... Advocacy / Re-engagement Customer retention...
79. © 2019 Tealium Inc. All rights reserved. | 18 Example B2B Customer Lifecycle Awareness Customer becomes aware of the products or industry solutions 01 Interest Customer considers and evaluates the products or solutions 02 Prospect Customer requests more information from expert and submits lead form Lead Nurture Prospect is nurtured through to sales team for follow up 04 Customer Onboarding Customer completes first transaction and begins onboarding nurture 05 03
80. © 2019 Tealium Inc. All rights reserved. | 19 What are your organization’s top objectives and which of those do you believe can have the most measurable impact? A framework will help you show how unified marketing will drive strategic objectives and help the business succeed. Acquisition Retention Re-Engagement Business Objectives What purpose is online? Trackers What content/activity is available? Trackers What is the long-term customer goal? Trackers Activity How are you getting new customers? Trackers What tools do you use? Trackers How do you reach out? Trackers KPIs / Goals What drives the business? Trackers How do you measure success? Trackers What drives margin? Trackers Strategic Objective Framework
81. We know exactly what we want our CDP to do. ...we now need to feed it with data-led personas.
82. © 2019 Tealium Inc. All rights reserved. | 21 AWARENESS Objectives Tools / Channels Personas Brand Awareness Facebook *Prospects - NBN Roll Out Eduction DV360 Prospects - Mobile - Cold Product Interest Paid Search Prospects - Mobile - Warm Qualify (leads) faster Website *Prospects - Mobile - Hot Identify lead source TV *Prospects - Mobile - Hot - Parents Onsite Personalisation *Prospects - HWBB - Hot - Renters Existing Customers KPIs IDs Reach / Unique Reach Cookies 3rd party CPM Cookies 1st party Cost per view / click Email / Mobile (If Existing) Viewable audience Effective Frequency Milestones - Visit Website - Call Centre - Lead Form ENGAGEMENT Lifecycle Mapped Personas
83. © 2019 Tealium Inc. All rights reserved. | 22 Lifecycle Mapped Personas ENGAGEMENT Objectives Tools / Channels Personas Drive Calls Facebook Existing Customers - Xsell Drive Conversions DV360 *Lead Pages (no CRM) Drive Quality Traffic Paid Search *Call Centre - Abandoners (no CRM) Drive Callbacks Live Chat Cart Abandoners - NBN / ADSL Drive Live Chat Email My Dodo Logins Returning Visits Onsite Personalisation * Leads - Mobile - Hot Identify more users (if unknown) Website Leads - NBN / ADSL / Fetch - Hot Determine prospect type Funnel Pages Leads - Facebook (no CRM) Sales / Revenue Call Centre Leads - Unconv - 12 Months Affiliates Leads - Moving House - Warm KPIs IDs Conversion Rate Mobile phone Cost to Acquire (ROAS) Email address No. of Leads 1st party Cookies Revenue 3rd party Cookies Products Per Person / Attachment Rate Milestones - Join Completions - Call Centre Joins - Logs In RETENTION Detractors - Bounced Visit - Abandons Visit - Employees AWARENESS
84. © 2019 Tealium Inc. All rights reserved. | 23 Lifecycle Mapped Personas RETENTION Objectives Tools / Channels Personas Increase Lifetime Value Email Existing Customers - NBN / ADSL / Mob / PG Increase Attachment Rate My Dodo High Value Customers Reduce/Identify Churn Call Centre Low Value Customers Reduce Complaints Live Chat New Customers - Onboarding Reduce Friction / Barriers Blog *In Overages / Late Bill Improve Self-Service billIT *Churn Risks - Modelled *Existing Customers - Moving House *Contract Ending - 30 Days Recent Complaints KPIs IDs Increase Retention / Renewal Rate Mobile phone Increase Customer Lifetime Value / Margin Email address Increase Products Per Person 1st party Cookies Decreased Complaints 3rd party Cookies Decreased Churn Detractors - Customer Churns AWARENESS Milestones - Visit Website - Call Centre - Paid Searches - New Product Interest ENGAGEMENT
85. © 2019 Tealium Inc. All rights reserved. | 24 Step 1: Strategic Prioritization High Impact Low Effort High Impact High Effort Low Impact Low Effort Low Impact High Effort Impact Level of Effort Roadmap Low effort, high impact Medium effort, high impact Medium effort, medium impact High effort, medium impact High effort, potentially difficult, but high impact / reward Step 2: Creating a Roadmap Understanding Process & Dependencies
86. We’ve got a roadmap and we know where to start ...now we need use cases to deliver real results.
87. © 2016 Tealium Inc. All rights reserved. | 26 © 2016 Tealium Inc. All rights reserved. | 26 Step 1 - Find the low hanging fruit
88. © 2019 Tealium Inc. All rights reserved. | 27 Use Case 1 | Overview Cart Abandoner Retargeting Prioritization: High / Medium / Low Level of Effort: High / Medium / Low / Undefined Teams: CRM / Data / IT / Paid Display Considerations: • Best practice would have a separate browse abandoner use case preceding this one in order to capture different interest level audiences Opportunity: There is an opportunity to target visitors who have shown intention to make a purchase by adding an item to their cart but left the website before completing their order. The goal of this it to target using email and drive visitors back to the site for conversion. Business Impact: • Increase online orders of visitors who have abandoned their cart • Create automated process from centralized data set • It will be a super cool use case
89. © 2019 Tealium Inc. All rights reserved. | 28 Use Case 1 | Data Flow Cart Abandoner Retargeting: Data Flow Connectors Audiences Data Sources and Visitor IDs Big Data AWS Kinesis / Firehose Email Salesforce Marketing Cloud DMP SF DMP AAM Social Facebook Ads my.example.com • Hashed CRN • UUID / UOID login.example.com • Hashed CRN • UUID / UOID Offline File • Hashed CRN • Last UUID Offer Non-Responders Users who have not activated in X days, will be triggered to SFMC in order to retarget via email, as well as to your DMP and Display Vendors for cross-channel targeting. By leveraging what UUID they’ve been sent versus which UUID they’ve activated we can automate the workflow. Offer Activations Once a user activates the latest offer they’ve been sent, trigger an event to Salesforce Marketing cloud to remove them from retargeting efforts. This audience can also be sent back to Single Customer View database via AWS Kinesis or Firehose.
90. © 2019 Tealium Inc. All rights reserved. | 29 Use Case 1 | Technical Reqs. Connector Connection Details Needed Actions Available in Tealium Action or Payload Details Needed Documentation Optimizely None needed N/A 1. Tealium Account ID 2. Tealium Server 3. Data Layer Enrichment frequency https://cutt.ly/Uidd8S Option 1 Facebook 1. Facebook App ID 2. Facebook App Secret Key 3. Facebook Ad Account ID • Add User to Custom Audience • Remove User from Custom Audience • Opt Out User from All Custom Audiences 1. Permission/Terms and Conditions acceptance https://cutt.ly/CidfID DoubleClick Ad Exchange 1. Client Customer ID 2. Target Product • Add Visitor to User-List or Segment • Remove Visitor from User-List or Segment 1. After creating your segment in the Connector, navigate to Campaigns > Shared Library > Audiences in AdWords to verify the Audience List exists and associate it with the Ad Group you want to target https://cutt.ly/pidgEo Connector 4 Connector 5 Cart Abandoner Retargeting: Technical Requirements
91. © 2016 Tealium Inc. All rights reserved. | 30 © 2016 Tealium Inc. All rights reserved. | 30 Learn, Iterate, Expand
92. NB: You can add ‘Favourite Category’ to personalise display ? Visitor behaviour indicates affinity for a particular product/product line/category Browse Abandoner - High Engagement (Unknown/Known/Customer) • Join audience GA • Join audience DoubleClick • Join audience SFMC • Join audience Facebook Browse Abandoner Low Engagement (Unknown/Known/Customer) • Join audience GA • Join audience DoubleClick • Join audience SFMC • Join audience Facebook Window Shopper High Engagement (Unknown) • Join audience GA • Join audience DoubleClick • Join audience SFMC • Join audience Facebook Window Shopper Low Engagement (Unknown) • Join audience GA • Join audience DoubleClick • Join audience SFMC • Join audience Facebook Window Shopper/Browse Abandoner Retargeting Flow Discovery Consideration Removed from Remarketing channels Customer converts Visitor Profiles are enriched with purchase data Product views no add to cart Category/list views no product views
93. © 2016 Tealium Inc. All rights reserved. | 32 © 2016 Tealium Inc. All rights reserved. | 32 Evolve
94. © 2019 Tealium Inc. All rights reserved. | 33 Data Flow: Tealium to Client Managed Azure Data Warehouse Tealium Client Machine Learning Data Lake UDH Structured Data Semi-struct ured Data Batch Load Business Intelligence Tealium Client Client Azure Event Hubs Azure Learning Studio Azure Data Factory EventStream (streaming)
95. © 2019 Tealium Inc. All rights reserved. | 34 Use Case 1 Use Case 2 Use Case 3 Use Case 4 Use Case 5
96. So, summarise all this for me?
97. © 2019 Tealium Inc. All rights reserved. | 36 When people know what to expect, they don’t panic. You’ll have to set tasks which require coordination. Hold people accountable with a RACI matrix. How can we solve data silos when we’ve got people and team silos?
98. © 2019 Tealium Inc. All rights reserved. | 37 Data strategy is about collection and standardization, not what you later do with it. Identity resolution is one of your biggest challenges. The work you do now will pay off tenfold when you don’t have to ETL everything later on (probably in your data lake). What’s a data strategy, and how is it different from all the other kinds of strategy we have?
99. © 2019 Tealium Inc. All rights reserved. | 38 Push back against fluffy personas If you can’t count it, it doesn’t count! Understand (and map) the entire customer journey. Find the holes in your Leaky Bucket before filling it. How can we create data-driven personas that we can actively segment and target?
100. © 2019 Tealium Inc. All rights reserved. | 39 Don’t worry, we want to do the cool things first, too. But we know that showing value early builds trust. Build a roadmap, give people a vision of what the ‘cool things’ will be, so they stay interested. Don’t be trapped by your own plan. It’s okay to change course when we learn new things. How do we know where to start?
101. © 2019 Tealium Inc. All rights reserved. | 40 Nobody can tell you what ROI something will achieve. A good strategist will never try to. Instead focus on proper measurement from day one so we can prove what we will achieve together. Measurement isn’t a once-and-done situation, you have to commit to keeping it going so we can refine and improve. How do we measure what we’re doing so we can show the ROI of what we’ve achieved?
102. © 2019 Tealium Inc. All rights reserved. | 41 © 2016 Tealium Inc. All rights reserved. | 41 Thank You