EVP Strategy, Nick Godfrey, discusses how multi-channel retailer, Johnston & Murphy is leveraging its online and offline data to create a 1:1 and tailored experience on its website via partner integration with its CRM and web personalization tool.

1. 11/18/16
1
Transforma.on
of
J&M’s
Offline
Data
into
Online
Treasure

2. 11/18/16
Customer
Por=olios
•
Confiden.al
2
2
TCM
is
a
comprehensive
data,
analy.cs,
and
closed-­‐loop
marke.ng
system
Increased
Life.me
Value
Omni-­‐channel
Automa.on
Messaging
Personaliza.on
Behavior
Based
Segmenta.on
Data
Aggrega.on
We create a 360° view of your customer by integra8ng all disparate data sources.
We then execute comprehensive data analysis to generate ac8onable insights that drive increased customer
engagement and incremental transac8ons.
Customer PorBolios = Total Customer Mone8za8on (TCM)

3. Transforma8on of J&M’s Offline Data into Online Treasure
Johnston
&
Murphy:
• 150+
years
of
business
history
• 350+
stores
–
retail,
factory,
and
airport
• Tens
of
Thousands
of
SKU’s
• Millions
of
Customers
• Tens
of
Millions
of
transac.ons!
11/18/16
Customer
Por=olios
•
Confiden.al
3
Customer
Por=olios
Marke.ng
Pla=orm

4. There Are Many Best-­‐in-­‐Class Solu8ons on the Digital Landscape
The
Marke.ng
Technology
Landscape
growth:
• 947
Companies
in
‘14
• 1,876
Companies
in
‘15
…And
it
is
not
slowing
down!
11/18/16
Customer
Por=olios
•
Confiden.al
4

5. Solu8on Islands with Natural Synergies
1st
Party
Data
Can
Be
Leveraged
To
Make
Solu.ons
Smarter!
• Data
Islands
Everywhere
• Establish
Bi-­‐direc.onal
Feeds
For
• Share
1st
party
customer
data
to
enable
more
effec.ve
solu.on
marke.ng
• Return
solu.on
results
data
to
close
the
loop
and
report
lif
• Create
single
point
of
customer
measurement
and
understanding
Use
Case:
J&M
Customer
Por=olios/
Monetate
integra.on
for
improved
personaliza.on
11/18/16
Customer
Por=olios
•
Confiden.al
5
CP
Customer
Profile
POS
/
Store
(
PII
)
eCom
(
PII
)
Customer
Service
(
PII
)
DMP
(
no
PII
)
RT
SEM
Social
(
PII
)
T
Y
G
Mobile
(
PII
)
APPs
PUSH
SMS
J&M
MARKETING
PLATFORM
Email
DM
J&M
MARKETING
PLATFORM

6. Customer PorBolios-­‐Monetate Integra8on
1. Customer
Por=olios
customer
profile
is
shared
with
Monetate
2. Profile
expands
Monetate
customer
detail
to
enable
more
relevant
targe.ng
3. Customer
is
engaged
with
greater
relevance
of
message,
content
and
offer
4. Data,
ac.on
and
results
are
returned
to
Customer
Por=olios
for
repor.ng
11/18/16
Customer
Por=olios
•
Confiden.al
6
Monetate
Customer
Cookie
CP
Customer
Profile
1
Channel
90
Days
All
Channels
/
Touchpoints
14
Years
/
All
Customer
Behavior
and
Transac.ons
Monetate
Customer
Cookie
Data
Returned,
Results
/
Lif
Measured
Share
Enhanced
Customer
Profile
Customer
Engaged
/
Greater
Relevance
Customer
Profile
Integra8on
to
Create
a
Smart
Cookie!

7. J&M
Customer
Profile
Alributes
Shared
with
Monetate
Round
1
–
star8ng
hypothesis
• Gender
–
of
the
customer
visi.ng
the
J&M
web
site
• Nth
Order
–
is
this
their
1st,
2nd,
3+
purchase
• Best
Customer
Flag
-­‐
>$1K
spend
in
past
12
months
• Woman
Product
Flag
–
have
they
ever
purchased
a
woman’s
product
• Segment
–
8
product
category
segments,
e.g.
Classic,
Updated,
Cool,
Classic-­‐Cool,
Classic-­‐Updated,
etc.
Round
2
–
add,
based
on
learning
post
round
1
• Dis.nct
Channel
–
single
–
store
OR
web;
mul.
–
store
AND
web
• Store
Channel
Group
–
Retail,
Airport,
Factory,
Web,
Catalog
or
mul.-­‐mix
of
Channels
• Product
Grouping
–
Footwear,
Outerwear,
Apparel,
or
mul.-­‐mix
of
Product
Round
3
–
next,
to
be
determined
once
liA
is
demonstrated
• 300
Alributes
–
a
mul.tude
of
customer
alributes
like
lag-­‐days,
next
best
offer,
etc.
to
be
leveraged
11/18/16
Customer
Por=olios
•
Confiden.al
7
A
Customer
ID
is
embedded
within
every
email
link
URL
to
enable
Monetate
to
capture,
then
match
to
a
customer
who
“clicks”
thru
to
the
web,
using
the
J&M
Smart
Cookie
CP ID Process & Customer Profile Sharing
Customer
ID
Process

8. Connec8ng Data Sources to Drive Increased Ac8on & Value
Monetate
launched
3
pilots
Goal
to
test
Smart
Cookie
lif
with
the
CP
Customer
Profile
Pilot
programs
targe.ng:
1. Gender
Based,
increased
engagement
on
homepage
2. Specific
Shoppers,
to
drive
cross-­‐category
3. Best
Customer,
increased
targe.ng
and
relevance
11/18/16
Customer
Por=olios
•
Confiden.al
8
J&M
/
Monetate
Gender
Based
Results
Women
–
replacing
homepage
slider;
liA
of
test
over
control
• 16.4%
Revenue
per
session
• 6.6%
Order
Value
per
session
• 23.3%
New
Visitor
Conversion
per
session
Men
–
replacing
homepage
slider;
liA
of
test
over
control
• -­‐3.3%
Cart
Abandonment
per
session
• 6.4%
Conversion
Rate
per
session
• 4.9%
Revenue
per
session

9. Buyers
Test
1
-­‐
Revenue
per
Buyer
Total
90
$125
$11,250
Transac8on vs Future Value Success
11/18/16
Customer
Por=olios
•
Confiden.al
9
next
best
offer
test:
Shoe
Buying
Customer
Retarge.ng
Goal:
Revenue
Gen.
Test
1:
Same
Category
-­‐
$125
Results:
90
of
100
Conversion
Test
2:
Cross
Category
-­‐
$125
Results:
70
of
100
Conversion
Buyers
Test
2
-­‐
Revenue
per
Buyer
Total
70
$125
$8,750
TransacVon
Winner!
Buyers
Test
2
-­‐
Revenue
per
Buyer
Total
70
$125
$8,750
Buyers
Modeled
12
Month
Rev
Per
Buyer
Total
Future
Value
70
$150
$10,500
22%
LiY!
Total
Rev
–
TransacVon
&
Future
Value:
$19,250
Future
Value
Winner!
Buyers
Test
1
-­‐
Revenue
per
Buyer
Total
90
$125
$11,250
Buyers
Modeled
12
Month
Rev
Per
Buyer
Total
Future
Value
90
$50
$4,500
Total
Rev
–
TransacVon
&
Future
Value:
$15,750
All
figures
are
examples
and
not
real

10. Closed-­‐Loop Architecture To Make It All Happen
11/18/16
Customer
Por=olios
•
Confiden.al
10
Technology
Team
Analysis
Team
ExecuVon
Team
Strategy
TeamCustomer
Porbolios
Plaborm
Marke.ng
Mobile
DMP
Social
POS
/
Store
eCommerce

11. Conclusion
Integration from all offline sources to engage and monetize customers online
• Create a Smart Cookie to customize online personalization experience based on lifecycle marketing
• Serve customers specific, targeted messages determined by modeling and segmentation
• Coordinate with emails and catalog and offline communications to deliver an un-broken customer
experience
• Enable proactive engagement vs. reactionary programs
• Capture and analyze all results (on and offline) in order to measure lift in customer’s lifetime value
based on current and future modeled behavior
11/18/16
Customer
Por=olios
•
Confiden.al
11

12. 11/18/16
12
Transforma.on
of
J&M’s
Offline
Data
into
Online
Treasure
Thank
You!