Abhishek Malaviya, Managing Director, Accenture Interactive

1. MARKETING + CX + TECHNOLOGY
DELIVERING TANGIBLE
RESULTS

2. 50% OF CEO’S SEE THEIR CMO AS THE DRIVER
OF THE COMPANY’S GROWTH STRATEGIES
81% OF THE ORGANISATION'S SAY
“DELIVERING PERSONALISED CUSTOMER
EXPERIENCES IS ONE OF THE KEY PRIORITIES”
81% OF THE BRANDS THINK THEY DELIVER A
SUPERIOR CUSTOMER EXPERIENCE, BUT
ONLY…
8% OF THEIR CUSTOMERS AGREE
TOP CMO PRIORITIES FOR TODAY

3. RETHINK THE ROLE OF THE CMO
The Remit Of The CMO Has Changed — Behold The CMO Collaborator
88% of organizations agree that the CMO's remit has
changed in the last two years. They also agree that it
will likely change continuously over the next two years.
87% of organizations agree that traditional experiences are no longer enough to satisfy
their customers.

4. THE CHALLENGES
Burden of choice
B2C B2B

5. ACCENTURE 4-R PERSONALIZATION MODEL
RECOGNIZE
Identify both known and unknown
customers and prospects through
data from CRM, DMP, device, social,
and other sources.
RECOMMEND
Reach them with the right
marketing, offer, content,
or product recommendations
for the customer based on their
actions, preferences and interests.
REMEMBER
Knowing your customer’s
history means not just knowing
what they buy, view and
consume, but also why they
made those decisions.
RELEVANCE
Delivering personalization
within the context of the digital
experience based on who they are,
where they are located and/or what
time of the year it is.

6. 2018 PERSONALISATION PULSE CHECK
MAKE IT PERSONAL
91%
OF CONSUMERS ARE
MORE LIKELY TO SHOP
WITH BRANDS WHO
RECOGNIZE, REMEMBER,
AND PROVIDE RELEVANT
OFFERS AND
RECOMMENDATIONS
27%
OF CONSUMERS HAVE
HAD A BRAND EXPERIENCE
THAT WAS TOO PERSONAL
OR INVASIVE
SO ARE YOU BEING COOL OR CREEPY?

7. CONDITIONS FOR EFFECTIVE USE OF
PERSONAL DATA
1. “BE TRANSPARENT WITH MY DATA.”
2. “GIVE ME CONTROL OF MY DATA.”
3. “USE MY DATA TO SERVE ME BETTER.”

8. ACTIVATING EXPERIENCES ACROSS A COMPLEX
ECOSYSTEM
ORGANISATION
Analytics
Product management Personalization
Research
Engineering
Product development
Design
DELIVERY TEAM
EXTERNAL
PARTNERS

9. airbnb
HOSPITALITY SUPER-BRAND

10. CARNIVAL CORPORATION
INTELLIGENT PERSONALIZATION
ELEVATES THE GUEST EXPERIENCE
Carnival Corporation, the world's largest leisure travel
company, has teamed with Accenture to enhance the
experience of millions of vacationers through intelligent
personalization.

11. CARNIVAL CORPORATION
INTELLIGENT PERSONALIZATION ELEVATES
THE GUEST EXPERIENCE

12. LIVING EXPERIENCES NEED MODERN
DIGITAL ORGANISATIONS
DIGITAL
PLATFORMS
DIGITAL CHANNELS
AND MARKETS
DIGITAL
ENTERPRISE
RE-ORIENT YOUR
BUSINESS
Effective, Agile, Delivers, ROI
FLEX YOUR PLATFORMS
Robust, Scalable, Deployed, Fast
DELIGHT YOUR
CUSTOMER
Relevant, Elegant, Simple
DIGITAL
BUSINESS
FRONT STAGE
BACK STAGE

13. THANK YOU
Abhishek Malaviya
Managing Director – Accenture Interactive