embrace: an introduction to personalised marketing automation

©2016 Fusion

PERSONALISATION

©2016 Fusion

Personalisation expectation over time

Expectationof personalisation

Time

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SPECIAL

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EXPECTATIONS

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PERSONALISATION?WHAT IS

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increasing levels of satisfaction and potential for re-engagement and loyalty.”

“Personalisation is the customisation of the user experience

to provide a more meaningful and streamlined experience,

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EXPERIENCE = USER NEEDS

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StitchFix example

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Scalable Relevant Timely

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DON’T INTERRUPT

I DON’T CARE

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WHAT THE ALTITUDE IS!

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USEFUL VALUABLE

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DON’T BE CREEPY

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THE OLD MODEL

Advertising created awareness. Sales took it from there.

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80% of the purchasing decision

has happened before customers

engage with your brand

Marketo

Marketers need to nurture the customer experience

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Marketers need to learn to listen


We want people to walk here

What the data is telling us

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“Over 50% surveyed, reported paying

more for a product in the last 6 months because the customer experience was better than the less expensive options.”

avande.com

“The experience is the currency of your brand”

©2016 Fusion 2015 Distrupters Handbook

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BUT…

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How do I manage all these relationships?

MARKETING AUTOMATION

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reference site©2016 Fusion Image: Rybalka / shutterstock.com

http://shutterstock.com

YOU NEEDA SYSTEM

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DATA CONNECTEDPLATFORMS

BUSINESSOBJECTIVES

USERS & PATHWAYS

SEGMENTATION

PERSONALISATIONMECHANISM

CONTENT &FUNCTIONALITY

REPORTINGFRAMEWORK

TEST OPTIMISE

PLATFORMS / CHANNELS

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DATA

OWNEDCustomer databases

CRM database Website analytics E-comm analytics

Social media Point of sale data

Research Call centre logs

Customer surveys

EARNTSocial aggregated

content from Facebook,Twitter, LinkedIn etc.

Salesforce etc. Search

PAIDResearch carriedout by dedicated3rd party market

researchorganisations

Colmar Brunton etc.Shopability

PUBLICGoogle

Govt. statistics Weather, traffic

Published studiesGlobal web index

FUTUREMIT Labs

World Health Org.G20 Survey

Trend watchingTED

©2016 Fusion


BUSINESSOBJECTIVES

USERS & PATHWAYS

SEGMENTATION



REPORTINGFRAMEWORK

TEST OPTIMISE


embrace: an introduction to personalised marketing automation

Marketing