scientists & storytellers: cdw’s journey toward 1:1 marketing

PowerPoint Presentation

Beyond PersonalizationCDWs Path to 1:1 Dialogue

Im An Ton a Manager of Marketing Technology at CDW along with Dan Cardamone who is the Manager of eCommerce Strategy.We here to show you how to move beyond personalization and start having a 1:1 Dialogue with your customer

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ABOUT CDW

Before I start I would like to tell you who CDW is and what we do. We are a leading provider of technology products and services for business, government, and education with $13B in revenueWe rank 13th in the nation for eCommerce revenue. To give you a bit more information about us I will play our latest commercial.2

AGENDAShare CDWs path toward 1:1 Dialogue

The foundation you need to Activate 1:1 DialogueData CollectionIdentifyAnalysisOrchestrationActivate

How to make it happen

Today we will share with you why 1:1 Dialogue is important Provide you with a framework on how you can make this happen within your organization3

| CDW Proprietary and Confidential. Copying Restricted.4CURRENT STATE of MARKETING

Print AdvertisingTV Advertising

Off Domain Banner Adv

How many of your marketing organizations still think, plan, and execute like this?

Usually we have a campaign and then select activities to generate awareness, engagement, and conversion, but where is the customer in this? We do not know who we touched, how many times we touched them let alone their interest, and where they are on their buying journey 4

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MULTI-TOUCH MARKETING

OMNI CHANNEL MARKETING

PERSONALIZATION

CDW.com | 800.800.4239CDW | Confidential

Technology has changed that.Most of you have heard of Multi-touch marketing, Onmi Channel Marketing, and Personalization5

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which allows us to put the customer at the center of marketing activities

Why? According to Harvard Business Review that we get 5-10 time in ROI

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71:1 DIALOGUE


At CDW we believe that if we want to be a $20B company and focus on building a digital experience that can match the current human touch our Account Managers provide. We want to create a 1:1 Dialogue.

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8How can a digital experience replicate 1:1 dialogue?


How can we go from here to there?How can we take disjoined marketing tactics and create 1:1 dialogue with our customer?8

9OUR FRAMEWORK


It starts with this framework

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AMO


Using Ensighten Pulse, we can collect all the touches users have with us. We centralizing more than 100M interactions per month, we can identify how they viewed our marketing activities, where they viewed, what they clicked, and the content of those messages. Using this information we can start to understand the effectiveness of our marketing activities, which you will learn more later on. For this use case, we are more focused on understanding the message the customer received to ensure we have a back and forth dialogue with our customers.10

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eAccounteMail AddressPhone Number


Next we identify who they are.According to global web index, the average person owns 3.6 connected devices. Using Ensighten One, we can now stitch together customer profiles across devices and get a clear picture of the person.

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Audiences/ProfilesOptimized Customer Journey

Call Center, CRM

Site Behavioral DataBIG DATA PLATFORMCustomer Journey/Clickstream AnalysisText MiningMachine Learning/Recom EngineADVANCED ANALYTICSModeling (Risk, Propensity, Affinity)Media Mix & Multi-Touch Attribution


The data that we collect is pushed to our advanced analytics and data science teams. These analyses and models help us identify the audiences and create profiles of the customers. The insights provided will also allow us to define the optimal the path we want to usher each customer down.12

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Audiences/ProfilesOptimized Customer Journey

AMO


The outcome of these analyses then get push into Ensighten One. When the users come to our site, all the information about them can be accessed in the One profile. Using Ensighten Manage, we can start to orchestrate the execution by pushing the profile to our marketing partners as well as our onsite dynamic content platform13

| CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE14

Before activating anything create a Charter for the programDevelop hypotheses and validate them with the segment data from the Analyze step as well as qualitative researchDefine audiences that align with those hypotheses and communicate them to the channels (i.e. Orchestrate)Test and optimize personalized experiences for those audiences to prove hypotheses right/wrong

Charter business case, problem statement, goals, KPIs, scope (its your guiding light in a world of crazy)

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| CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE15OPPORTUNITY IDENTIFICATION CHECKLISTList business objectives of interestIdentify the customer outcome of interestIdentify the levers that you believe will impact that outcomeDetermine if those levers vary by segmentEstablish what you believe will occur as a result of adjusting those levers and the metrics needed to evaluateDefine rationale and current performance baselinePrioritize based on potential impact and level of effort

| CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE16QUALITIES of ACTIONABLE AUDIENCESHigh reach: necessary for maximum impact; defined by either volume or valueVolume: audience represents a large percentage of your customers and/or prospectsORValue: audience represents your most valuable customers and/or prospects

Identifiable: allows you to connect meaningful data (even if its simply cookie-based) to the audience, therefore enabling you to make informed decisionsOptimizely Brainstorming Audiences Worksheet

AND

| CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE17PERSONALIZED EXPERIENCES

Modularize ad creative and/or web pages

Define which platforms will deliver each experience

Develop or leverage an existing rules engine that triggers those experiences

Test, optimize, test (repeat)

Talk through our example here:- Loyal customers who belong to certain segments will receive personalized imagery and content (including brand + product category), along with the constant reminder that their AM is there to help when they need it17

| CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE18WHAT IS 1:1 DIALOGUE LOOKS LIKE Awareness/ Reach Consideration/ Engagement Conversion

Goal

Visit-1Visit-2 & 1st PurchaseTV, Radio, PrintSocial MediaActivitiesTargeted DisplayEmailRetargeting displayPaid Search Nurturing Triggered Email

Online Ad for Printer

Accessory & WarrantyAcquireNurtureCross/SellRetainConsider

Mobile Visit-32nd Purchase

Account Manager

Next Best OfferMobile

What is a 1:1 Dialogue looks like.It start with marketing activities to generate traffic to the site. In this example the customer came to our website via desktop and browsed a printer.The information than push back to our engine to start a retargeting campaign using display or paid search.The customer saw a relevance ad and came back to our website and place an order.Now we know who the person is and what the next best product offer. We then push this out to our marketing vendors.This user saw the ad but came back to our website and place another order via mobile phone. We know can retarget the customer via multiple devices. At the same time we can notify our Account Manager that this customer is ready to talk about complex solution . These conversations will continue throughout the customer journey18

19KEY TAKEAWAYSGo beyond personalization and build a 1:1 dialogue with your customerEnable 1:1 dialogue by:CollectIdentifyAnalyzeOrchestrateActivateTest & LearnDONT WAIT


Dont forget to test and learn and act now. For those of you that have manage you can start create web behavior rule to build audience and push that information to your vendors. In order for your organization to scale you need to be able create the conversation that the customer is having with your coworkers via digital experience.

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20THANK YOU

AN TONManager, Marketing TechnologyCDW

DAN CARDAMONEManager, eCommerce StrategyCDW


We want to have a 1:1 dialogue with our customer and prospect.

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