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ANTS Programmatic Omnichannel 2017 - Part 1

ANTS Programmatic Omnichannel 2017 - Part 1

“All about connected & small data:
• BigData & Connected Data
• Audience & Customer Profile
• Digital Components
• Optimization & Insights
• Digital Experience
• Digital APIs
• Open Platform
… to Data-driven Experiences!”
- Dr. Dinh Le Dat, http://AntsProgrammatic.com

DIGITAL TRANSFORMATION
1. Programmatic ad (#adtech)
2. Demand-side PLATFORM (#DSP)
3. Data management platform (#DMP)
4. Customer data platform (#CDP)
5. Marketing technology (#martech)
6. Customer LIFECYCLE
7. Customer moment
8. Omnichannel
9. Digital TRANSFORMATION
10. CUSTOMER EXPERIENCE
11. DIGITAL MATURITY
12. DIGITAL BUSINESS
13. Big Data
14. ARTIFICIAL INTELLIGENCE (#AI)
ANTS PROGRAMMATIC OMNICHANNEL
1. Big Data & Connected Data
2. Audience & 360 Customer Profile
3. DIGITAL COMPONENTS
4. OPTIMIZATION & INSIGHTS
5. DIGITAL EXPERIENCE
6. DIGITAL API
7. OPEN PLATFORM
ANTS Study Cases: Omnichannel & Automation Digital marketing-Sales
1. Big Data & Connected Data
2. Audience & 360 Customer Profile
3. Data-Driven Performance Marketing
4. Automation Marketing
5. ChatBot & Assistance
6. Ecommerce Recommendation
7. Omnichannel Contact Center & CS

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ANTS Programmatic Omnichannel 2017 - Part 2 (coming soon)

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ANTS Programmatic Omnichannel 2017 - Part 1

  1. 1. PROGRAMMATIC OMNICHANNEL IN THE NEW DATA-DRIVEN AGE 2018-2020 “All about connected & small data: • BigData & Connected Data • Audience & Customer Profile • Digital Components • Optimization & Insights • Digital Experience • Digital APIs • Open Platform … to Data-driven Experiences!” - Dr. Dinh Le Dat
  2. 2. DIGITAL TRANSFORMATION 1. PROGRAMMATIC AD (#ADTECH) 2. DEMAND-SIDE PLATFORM (#DSP) 3. DATA MANAGEMENT PLATFORM (#DMP) 4. CUSTOMER DATA PLATFORM (#CDP) 5. MARKETING TECHNOLOGY (#MARTECH) 6. CUSTOMER LIFECYCLE 7. CUSTOMER MOMENT 8. OMNICHANNEL 9. DIGITAL TRANSFORMATION 10. CUSTOMER EXPERIENCE 11. DIGITAL MATURITY 12. DIGITAL BUSINESS 13. BIG DATA 14. ARTIFICIAL INTELLIGENCE (#AI)
  3. 3. PROGRAMMATIC AD (#ADTECH) Demand-side Platform, Data Management Platform, Ad Exchange, Supply-side Platform Confidential “programmatic advertising” and “programmatic buying”
  4. 4. PROGRAMMATIC AD (#ADTECH) Demand-side Platform, Data Management Platform, Ad Exchange, Supply-side Platform ConfidentialSource: ANTS, IAB, Luma Partners, State of Digital, 2016 Programmatic media buying, marketing and advertising is the algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system.
  5. 5. DEMAND-SIDE PLATFORM (#DSP) Multichannel Audience Buying ConfidentialSource: ANTS, IAB, Luma Partners, State of Digital, 2016 A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. (Wikipedia) BUY EVERYTHING IN DIGITAL WITH PROGRAMMATIC VPAX PREMIUM PUBLISHERS ANTS AD EXCHANGE AD EXCHANGES PARTNER DATA & 3RD DMPs ADNETWORKS SSPs
  6. 6. DATA MANAGEMENT PLATFORM (#DMP) Anonymous & Audience data Confidential Sources: ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding A Data Management Platform (DMP) is a system that allows the collection of audience intelligence by advertisers and ad agencies, thereby allowing better ad targeting in subsequent campaigns. (IAB) • Reach: Measurement and Optimization • Tracking : User behaviors • Mapping: Audience data (unify and enrichment) • Segmentation: Create users segment • Activate: Reuse segment ACTIVE • CRM • Display • Advertising • Email • Website • Personalization • Direct Mail • Call Centers • Search • Social Customer Data Platform (CDP) Data Management Platform (DMP) Demand-side Platform (DSP)
  7. 7. CUSTOMER DATA PLATFORM (#CDP) Anonymous merged with CRM and Customers 360 Confidential Sources: ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding https://www.connectivedx.com A Customer Data Platform implemented with a proper governance plan to support it could enable you to create a more complete picture of who your customers are by combining data about them. This would enable you to do a few great things right off the bat, including: • Statistically-driven segmentation. Instead of letting pure strategy drive segment definitions, let your customer data show you how your customers break out organically using variations on cluster analysis. • Marketing placement strategy. By knowing more about your customers, you can customize outbound messaging based on observed behavior. This capability is a core function of most out-of-box CDPs. • Aggregation of performance data for visualization. Performance analytics can be pushed relatively easily from a CDP to a data visualization layer. This makes dashboarding using custom tools much more actionable. • Predictive modeling. This is something that everyone thinks they should be doing, but are very likely not yet able to do it in a way that generates more than interesting statistics. A CDP could enable predictive modeling that generates actionable insights, which can then be used to drive and refine all of the other functions noted here. • Personalization. The killer app of customer centricity, a CDP can be the central nexus of customer understanding and push all aspects of a customer-centric strategy. In short, the more data you have in one place, the more you know and can predict what experience will be most relevant to your customers. Customer Data Platform (CDP) Data Management Platform (DMP)
  8. 8. Martech is the blending of marketing and technology. Virtually anyone involved with digital marketing is dealing with martech, since digital by its very nature is technologically- based. The term “martech” especially applies to major initiatives, efforts and tools that harness technology to achieve marketing goals and objectives. MARKETINGTECHNOLOGY (#MARTECH) Automation to Personalization to 1:1 Confidential
  9. 9. MARKETINGTECHNOLOGY (#MARTECH) Automation to Personalization to 1:1 Confidential
  10. 10. CUTOMER LIFECYCLE Customer Journey ConfidentialSources: ANTS, https://www.smartinsights.com 2016 In customer relationship management (CRM), customer life cycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service. (Salesforce)
  11. 11. ECOMMERCE CUTOMER EXPERIENCE MAP Customer Journey ConfidentialSources: ANTS, FPT 2016
  12. 12. CUSTOMER MOMENT & MICRO-MOMENT … Right Time, Right Message, Right People, Right Device  ConfidentialSources: ANTS, https://www.thinkwithgoogle.com 2016 There are 4 game-changing moments that really matter
  13. 13. OMNICHANNEL Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel ConfidentialSources: ANTS, https://www.ecommercewiki.org 2016 Omnichannel is a cross-channel business model that companies use to improve their customer experience. The approach has applications in healthcare, government, financial services, retail and telecommunications industries, and includes channels such as physical locations, FAQ webpages, social media, live web chats, mobile applications and telephone communication. Companies that use omnichannel contend that a customer values the ability to be in constant contact with a company through multiple avenues at the same time. (Wikipedia)
  14. 14. OMNICHANNEL Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel ConfidentialSources: ANTS, https://www.ecommercewiki.org 2016 • Track across channels • Identify under performing content – which may require rethinking or user experience changes • Leverage content success (or content failure) for planning • Cast a wide net, all metrics, not one to exclusion of the other Using Metrics & Analytics
  15. 15. OMNICHANNEL Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel ConfidentialSources: ANTS, Gartner
  16. 16. OMNICHANNEL Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel Confidential To what extend are the following tools / platform important in supporting a fundamental omnichannel capability? Scale of 1-4 with 4 being “critically important” How important are programmatic omnichannel advertising formats (cross-platform, audience-driven, targeted impressions) as drivers of customer engagement, purchase activity and lifetime value? Source: ANTS (2016) Analytics Standardized attribution Campaign management Data management platform (DMP) Creative development Email delivery Marketing automation/marketing Demand-side platform (DSP) Media trading desk / Programmatic Digital print / fulfillment
  17. 17. OMNICHANNEL Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel ConfidentialSources: ANTS, https://www.ecommercewiki.org 2016
  18. 18. OMNICHANNEL Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel Confidential
  19. 19. DIGITALTRANSFORMATION Customer Experiences ConfidentialSources: ANTS, FPT 2016
  20. 20. DIGITALTRANSFORMATION How does it help? ConfidentialSources: ANTS, FPT 2016
  21. 21. DIGITALTRANSFORMATION Starbucks Digital Transformation ConfidentialSources: ANTS, FPT 2016 30,000+ Stores 20B+ USD Rev. Case Study: Top 1 F&B Starbucks
  22. 22. DIGITALTRANSFORMATION Starbucks Digital Transformation ConfidentialSources: ANTS, FPT 2016 30,000+ Stores 20B+ USD Rev. Case Study: Top 1 F&B Starbucks
  23. 23. DIGITALTRANSFORMATION Starbucks Digital Transformation ConfidentialSources: ANTS, FPT 2016 30,000+ Stores 20B+ USD Rev. Case Study: Top 1 F&B Starbucks 2008 Start Starbucks Digital Ventures Revamp My Starbucks Ideas 2009 Starbuck Free Wi-Fi Starbuck Digital Network myStarbucks App - Locate Store - Learn about Coffee - Build their own drinks 2010 2011 2013 Card Mobile Apps Mobile Payment • Integration with Square,… • $621 million sitting on the app • 146M interest, or 8% profits 2015 Mobile Order & Pay • Same store sales increased 9% • 10.4 Active Members • 20% all in-store transactions (4M/y) Starbucks Digital Customer Experience Transformation
  24. 24. DIGITALTRANSFORMATION Starbucks Digital Transformation Confidential 30,000+ Stores 20B+ USD Rev. Case Study: Top 1 F&B Starbucks 28 Sources: ANTS, FPT 2016
  25. 25. CUSTOMER EXPERIENCE Personalization ConfidentialSources: ANTS, FPT 2016
  26. 26. DIGITAL MATURITY Personalization ConfidentialSources: ANTS, FPT 2016
  27. 27. DIGITAL MATURITY Personalization… Be Customer Centric, Start NOW! ConfidentialSources: ANTS, FPT 2016
  28. 28. DIGITAL BUSINESS 10,000+ Audience Segments Confidential Gartner defines digital business as follows: “Digital business is the creation of new business designs by blurring the digital and physical worlds. ... Digital business promises to usher in an unprecedented convergence of people, business, and things that disrupts existing business models”.
  29. 29. DIGITAL BUSINESS 10,000+ Audience Segments Confidential Digital Vortex 2017: Industry Ranking
  30. 30. DIGITAL BUSINESS 10,000+ Audience Segments Confidential
  31. 31. #BIGDATA 5Vs = Volume, Velocity, Variety, Veracity and Value Confidential
  32. 32. ARTIFICIAL INTELLIGENCE (#AI) 10,000+ Audience Segments Confidential Artificial intelligence (#AI) is intelligence displayed by machines, in contrast with the natural intelligence displayed by humans and other animals. (Wikipedia)
  33. 33. ARTIFICIAL INTELLIGENCE (#AI) Our Expertise Confidential Computer Vision & Pattern Recognition User Behavior Prediction Natural Language Processing Business Analytics  Objects Detection  License Plate Recognition  Driver Monitoring  People Counting  Available Parking Lots  DTV Recommendation  Ad Recommendation  FPT-Play  ANTS  News Monitoring System  IT Support Chatbot  Digital Advisor  Sentiment Analysis  Voice Control System  ANTS  SmartRouter  ANTS Sources: FPT, ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding
  34. 34. ANTS PROGRAMMATIC OMNICHANNEL 1. BIG DATA & CONNECTED DATA 2. AUDIENCE & 360 CUSTOMER PROFILE 3. DIGITAL COMPONENTS 4. OPTIMIZATION & INSIGHTS 5. DIGITAL EXPERIENCE 6. DIGITAL API 7. OPEN PLATFORM ANTS PROGRAMMATIC OMNICHANNEL
  35. 35. OMNICHANNEL STREATEGY 7 Core Digital Programs | Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel Confidential DATA-DRIVEN MARKETING & SALES TECHNOLOGY MARKETING MIX ECOMMERCE OMNICHANNEL DigitalPrograms MULTICHANNEL ANTS PROGRAMMATIC OMNICHANNEL DIGITAL BUSINESS & BUSINESS INTELLIGENCE
  36. 36. OMNICHANNEL STREATEGY 7 Core Digital Programs | Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel Confidential O2O INTEGRATED Customer Driven SOLUTION Ecommerce Multichannel Omnichannel Data-Driven Marketing & Sales Technology Digital Business & Business Intelligence Marketing Mix 46M Connected Consumers (grass) SoLoMo = Customers in 5km radius near store Wifi-connected (50m, dandelion flowers) In-store customers Vietnam Internet 2017 Connected Consumers Cloud • 46M Internet Users • 44M Mobile Internet • 120M Mobile Subscriptions • 42M Active Mobile Social Offline Consumers: • Stores • Offline Customers • Online Customers Pay Customers In-store Customers Wifi-connected Social Location Mobile (SoLoMo) Integrated Customer Data Platform (CDP) based on 1st Party Data In-store Pay Customers (tree leaf) O2O campaigns can return to the soil, rejoining the ecological etailer cycle Targeted campaigns based on 1st party data can drive the customer to store Communication, interaction around product and brand share back to online Customers order online and pickup Use QR code + Mobile App + Digital Customer ID to link offline transaction CDP provide the audience data for activating the Programmatic Audience Buying
  37. 37. 1 2 3 4 5 6 7 ANTS PROGRAMMATIC OMNICHANNEL OMNICHANNEL INTEGRATED CUSTOMER DRIVEN SOLUTION 7 Core Digital Programs | Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel Confidential 1. Contains information management and analytical capabilities. Data management programs and analytical applications fuel data-driven decision making, and algorithms automate discovery and action. 2. Personalized marketing technology for data collection, data classification, data analysis, data transfer, and data scalability that creates a persistent, unified customer and combined to create a single customer view. 3. Supports the back office and operations such as ERP and core systems for digital experiences. 4. Supports the business operations, reporting, dashboards and online analytical processing (OLAP) analysis of all business process and core system data. 5. Contains the main customer-facing elements such as customer and citizen portals, multichannel commerce and customer apps. 6. API management, control and security are main elements. 7. Supports the creation of, and connection to, external ecosystems, 3PL, payments, marketplaces, and communities.
  38. 38. OMNICHANNEL INTEGRATED CUSTOMER DRIVEN SOLUTION 7 Core Digital Programs | Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel Confidential Single Customer ID External Partners Single Employee ID SaaS,PaaS,Micoservices … others ANTS PROGRAMMATIC OMNICHANNEL • 7 Digital Programs • 31 Digital Modules
  39. 39. OMNICHANNEL INTEGRATED CUSTOMER DRIVEN SOLUTION 7 Core Digital Programs | Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel Sources: ANTS, OmniRetailExperts 2017 Single view of the Customer Single view of Data Single view of the 7-Eleven across all channels Personal info Purchase history Shopping preferences Likes & Dislikes Purchase frequency Loyalty rewards Inventory Store POS Products & Prices eCommerce Mobile commerce Marketing & Sales Supply data Social Call center Returns anywhere Store mPOS TV eCommerce Mobile commerce Same price everywhere Fullfillment anywhere Social Kiosk ANTS PROGRAMMATIC OMNICHANNEL 1st yearToday 2nd year 3rd year
  40. 40. OMNICHANNEL INTEGRATED CUSTOMER DRIVEN SOLUTION 7 Core Digital Programs | Store > Ecommerce > Multichannel > Cross-Channel > Omnichannel 1000+ Publishers 50+ Agencies 500+ Advertisers • Education • Banking • Retail • Real Estate • Beauty & Spa • Automotive ANTS Customers: • Ecommerce
  41. 41. OMNICHANNEL & AUTOMATION DIGITAL MARKETING-SALES 1. BIG DATA & CONNECTED DATA 2. AUDIENCE & 360 CUSTOMER PROFILE 3. DATA-DRIVEN PERFORMANCE MARKETING 4. AUTOMATION MARKETING 5. CHATBOT & ASSISTANCE 6. ECOMMERCE RECOMMENDATION 7. OMNICHANNEL CONTACT CENTER & CS 5-steps Programmatic Omnichannel
  42. 42. 1. BIG DATA & CONNECTED DATA • Data Warehouse to Data Lake to Big Data • Marketing & Sales & Customer 360 & CS & Social Data • Business Data to Digital Business • Automation to Personalization
  43. 43. CUSTOMER DATA PLATFORM Marketing Automation, AdOpts, Programmatic Confidential Customer Data Platform 10,000+ Stores 1B+ USD Rev. Case Study: Top 1 Retail in Thailand Sources: FPT, ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding
  44. 44. CUSTOMER DATA PLATFORM Data Management Platform + CRM Confidential Online Online 2 Offline 2 Online Online Customer Touch Points • In-store Points / QR • QR Bills/Transaction (POS) • Wifi-touchpoints • Call center • CRM • Digital Voucher • Website & Mobile Web/App • SMS/Email/Webpush/AppPush • Social Official Account (FanPage) • ChatBot (Facebook msg, Line) • Marketing • Ecommerce • Mobile Number • Email • Social ID • Device ID Sources: FPT, ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding 10,000+ Stores 1B+ USD Rev. Case Study: Top 1 Retail in Thailand
  45. 45. CUSTOMER DATA PLATFORM Data Management Platform + CRM ConfidentialSources: FPT, ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding Pay Customers In-store Customers Wifi-connected Social Location Mobile (SoLoMo) Integrated Customer Data Platform (CDP) based on 1st Party Data 10,000+ Stores 1B+ USD Rev. Case Study: Top 1 Retail in Thailand
  46. 46. 2. AUDIENCE & 360 CUSTOMER PROFILE • Data Management Platform • Data Customer Platform • Marketing & Sales & Customer 360 & CS & Social Data • ERFM Matrix & Business Data to Business Insight
  47. 47. 360 CUSTOMER VIEWS O2O + CRM + Customer Data Platform + Programmatic Confidential D A T A D A T A CustomerDataPlatform(CDP)= DataManagementPlatform(DMP)+CRM Programmatic&PredictiveMarketing 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  48. 48. ENGAGEMENT + RECENCY + FREQUENCY + MONETARY (ERFM) ANALYTICS FOR RETAIL Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam E ENGAGEMENT The time on site, time on product Sources: ANTS, https://en.wikipedia.org/wiki/RFM_(customer_value)
  49. 49. ENGAGEMENT + RECENCY + FREQUENCY + MONETARY (ERFM) ANALYTICS FOR RETAIL Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam Sources: ANTS, https://en.wikipedia.org/wiki/RFM_(customer_value)
  50. 50. ENGAGEMENT + RECENCY + FREQUENCY + MONETARY (ERFM) ANALYTICS FOR RETAIL Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam Sources: ANTS, https://en.wikipedia.org/wiki/RFM_(customer_value)
  51. 51. CUSTOMER IDs = (A, B, C, …) ENGAGEMENT + RECENCY + FREQUENCY + MONETARY (ERFM) ANALYTICS FOR RETAIL Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam Sources: ANTS, https://en.wikipedia.org/wiki/RFM_(customer_value)
  52. 52. ENGAGEMENT + RECENCY + FREQUENCY + MONETARY (ERFM) ANALYTICS FOR RETAIL Confidential 400+ Stores 500M USD Rev.CUSTOMER IDs = (A, B, C, …) Case Study: Top 2 Retail in Vietnam ERFM SEGMENTATION / SKUs >>> ACTIVATE
  53. 53. ENGAGEMENT + RECENCY + FREQUENCY + MONETARY (ERFM) ANALYTICS FOR RETAIL Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam ERFM SEGMENTATION / SKUs Recommendation
  54. 54. ENGAGEMENT + RECENCY + FREQUENCY + MONETARY (ERFM) ANALYTICS FOR RETAIL Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam ERFM SEGMENTATION / Customer LTV
  55. 55. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam GROW YOUR MARKETING DATABASE
  56. 56. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  57. 57. Former CEO at Citi Express O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam Mapping Lead Data with Social Data (Facebook Profiles)
  58. 58. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam Mapping Lead Data with Social Data (Facebook Profiles)
  59. 59. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential O2O-1: SCAN QR CODE TO GET SURPRISING DISCOUNT Mechanism: - Every phone collection will has the QR code (randomly). - User visit offline store, can scan to get the hidden discount number (20%, 30%, 90%) behind the QR code on the shoes, after receive randomly discount voucher online, user can visit website to buy products with discount price. Requirement: - QR Code list - Promotion products list.  Recommended, since easy to apply and interesting way as a game for customer to hunt prize. 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  60. 60. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential O2O-2: WIFI IN STORE integrated with DMP & CDP (CRM) Mechanism: - Apply for the shopper/consultant who go with our customers. - User visit store and wait for their friend to try products will need to submit their email to get access store wifi. Requirement: - Wifi set up - DMP set up 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  61. 61. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential O2O-3: SHORT SURVEY Mechanism: - We make a short survey (around 5 questions) to get visitors information (email, evaluation about service…) Requirement: - Survey question list - Person to do the survey.  Recommended since easy to apply and also can get the feedback from customers. 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  62. 62. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential O2O-4: POSM Mechanism: - Standee to introduce online promotion (register via email to get discount voucher…) Requirement: - POSM production  Must have, to build awareness for website. 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  63. 63. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential O2O-5: IPAD FOR SALE MAN Mechanism: - Sale man to help customer leave email to get discount online. Requirement: - Ipad/tablet - Dedicated sale man to follow project 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  64. 64. O2O CUSTOMER DATA MAPPING O2O + CRM + Customer Data Platform + Programmatic Confidential O2O-6: USE GOOGLE and FACEBOOK DMPs Mechanism: - Leverage CRM data + Customer Data Platform to synchronize with Google’s DMP and Facebook’s DMP for mapping the email + phone via campaigns. Requirement: - Customer Data Platform - Programmatic DSP CRM 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam
  65. 65. 3. DATA-DRIVEN PERFORMANCE MARKETING • Data Management Platform • Customer Data Platform • Demand-side Platform • Online 2 Offline
  66. 66. OMNICHANNEL + CUSTOMER DATA PLATFORM Confidential Reactivation & Advocacy Retention Sales Stores & Websites & Apps Lead Intent Consideration Awareness Omnichannel Customer Data Platform D A T A D A T AO2O Retargeting Email, SMS, Call, Display Brand Campaign Performance Campaign Lead Generation & CPI Campaign Dynamic & Personalized Content eCommerce Customer Support Loyalty & Points Remarketing Campaign KPIs: • Unique visitors • Value per visit • Fan/Followers KPIs: • Unique Reach • In-target KPIs: • Leads / Lead conversion rate • App Installs / Install CR • Time on Site • Shares/Comments/Likes • Pageviews/Visit KPIs: • Sales (on and offline- influence) • Revenue / Profit • Average Order Value • Cost in Revenue • ROAS KPIs: • Repeat Purchase (LTV) / CLM • Satisfaction and Loyalty • Advocacy DataManagementPlatform(DMP) (cookiesID,deviceID,socialID,…) CRM (customerID,mobile,…) 400+ Stores 500M USD Rev. Case Study: Top 2 Retail in Vietnam GIẢIPHÁPQUẢNGCÁOONLINETỰĐỘNGĐAKÊNH
  67. 67. AUDIENCE BUYING: IN-TARGET AND PERFORMANCE 10,000+ Audience Segments Confidential PROGRAMMATIC BUYING AD OPTIMIZATION MONITORING ANALYSIS REPORTING ANTS AD EXCHANGE PREMIUM PUBLISHERS ADNETWORKS AD EXCHANGES SSPs DIGITAL PLATFORM (DSP) AD INVENTORIES ANTS DMP MEDIA DATA CRM DATA PARTNER DATA & 3RD DMPs CUSTOMER DATA PLATFORM (CDP) & DATA MANAGEMENT PLATFORM (DMP) Sources: ANTS, https://en.wikipedia.org/wiki/Personalized_marketing#DMP, https://en.wikipedia.org/wiki/Customer_Data_Platform, https://en.wikipedia.org/wiki/Demand-side_platform, https://en.wikipedia.org/wiki/Real-time_bidding Customer
  68. 68. RIGHT AUDIENCE : IN-TARGET AND PERFORMANCE 10,000+ Audience Segments in DMP Confidential
  69. 69. RIGHT AUDIENCE : IN-TARGET AND PERFORMANCE 10,000+ Audience Segments in DMP Confidential
  70. 70. MULTICHANNEL ADS: IN-TARGET AND PERFORMANCE 10,000+ Audience Segments Confidential GIẢIPHÁPQUẢNGCÁOONLINETỰĐỘNGĐAKÊNH
  71. 71. MULTICHANNEL ADS: IN-TARGET AND PERFORMANCE 10,000+ Audience Segments Confidential GIẢIPHÁPQUẢNGCÁOONLINETỰĐỘNGĐAKÊNH
  72. 72. MULTICHANNEL ADS: IN-TARGET AND PERFORMANCE 10,000+ Audience Segments Confidential GIẢIPHÁPQUẢNGCÁOONLINETỰĐỘNGĐAKÊNH
  73. 73. RIGHT AUDIENCE : IN-TARGET AND PERFORMANCE 10,000+ Audience Segments ConfidentialSource: Centerline Digital OMNICHANNEL–MARKETINGMIX
  74. 74. 4. AUTOMATION MARKETING • Customer Data Platform • CRM • Demand-side Platform • Automation to Personalization
  75. 75. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam
  76. 76. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam GIẢI PHÁP QUẢN LÝ & PHÂN TÍCH DỮ LIỆU KH
  77. 77. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam GIẢI PHÁP QUẢN LÝ & PHÂN TÍCH DỮ LIỆU KH
  78. 78. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam GIẢI PHÁP QUẢN LÝ & PHÂN TÍCH DỮ LIỆU KH
  79. 79. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam COMMUNICATION CHANNEL & TRIGGERS SHOPPING CART ABANDONMENT X GIẢI PHÁP QUẢN LÝ & PHÂN TÍCH DỮ LIỆU KH
  80. 80. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam X GIẢI PHÁP QUẢN LÝ & PHÂN TÍCH DỮ LIỆU KH
  81. 81. GIẢI PHÁP QUẢN LÝ & PHÂN TÍCH DỮ LIỆU KH AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam
  82. 82. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam
  83. 83. AUTOMATION MARKETING – EMAIL & SMS &TELESALES REMINDER & AUTO CAMPAIGNS 1,000+ Automation Campaigns Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam
  84. 84. 5. CHATBOT & VIRTUAL ASSISTANCE • Facebook Messenger 24/7 • Virtual Assistance • Artificial Intelligence • Automation to Personalization
  85. 85. CHATBOT – PERSONALIZED BY DMP & CDP 5,000+ Difference Sceneries and BOT’s with Natural Languages Understanding Confidential CHATBOT
  86. 86. 6. ECOMMERCE & RECOMMENDATION • Website Recommendation • Email Recommendation • Personalization • Custo
  87. 87. ECOMMERCE RECOMMENDATION 10,000+ ERFM Segments leveraging data from CDP & DMP Confidential ERFM SEGMENTATION / SKUs Recommendation 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam
  88. 88. MOBILE ECOMMERCE RECOMMENDATION 10,000+ ERFM Segments leveraging data from CDP & DMP Confidential 100000+ Merchants 5M SKUs Case Study: Top 2 Ecommerce in Vietnam
  89. 89. 7. OMNICHANNEL CC & CS • Online 2 Offline Mapping • Call Center to Multi Social-Media Communication • Recommendation • Automation to Personalization
  90. 90. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  91. 91. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam ➔ Call from personal cellphone using company number ➔ Directory: name with extension integrated with DMP and CDP + CRM ➔ Chat and Share files ➔ Economy battery with waiting call via push notification ➔ Chat directly with Customer from mobile app to web, skype, viber, facebook ➔ iOS and Android MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  92. 92. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  93. 93. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  94. 94. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  95. 95. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  96. 96. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  97. 97. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  98. 98. OMNICHANNEL CONTACT CENTER & CS O2O + CRM + Customer Data Platform + Programmatic Confidential 100+ Stores 100M USD Rev. Case Study: Top 1 Retail in Vietnam MULTICHANNEL CONTACT CENTER & CS integrated with DMP and CDP
  99. 99. KEY TAKEAWAYS Confidential 1 2 3 4 5 PROGRAMMATIC AD DATA MANAGEMENT PLATFORM CUSTOMER DATA PLATFORM OMNICHANNEL CONTACT CENTER & CS E-RFM MATRIX ANALYTIC
  100. 100. Did you know? • Ants are capable of carrying objects 100x their own body weight - HighScalbility • Ants are animal has the highest Brain-to-body mass ratio 1:7 – Intellectual • Ants are power animal symbol of team work, well-organized, hard-working and patience - Teamwork • Ants may be smallish in nature, but never underrate their speed – Fast • Ants are spend time chomping it big food into smaller pieces to make it easier for individual ants to carry, or work together to carry it whole. – Big Data VS Small Data = “Value” ANTS’s vision is to unleash the full economic potential of digital business. ANTSTEAM
  101. 101. THANKS FOR WATCHINGANTS ONLINE ADVERTISING SOLUTION PTE. LTD. dat@antsprogrammatic.com | http://antsprogrammatic.com Office: +84 8730 99199 SINGAPORE OFFICE Singapore : #8 Kallang Avenue, #12-09 Aperia Tower 1, Singapore 339509 INDONESIA OFFICE Indonesia : One Pacific Place, 15th Fl., Sudirman Central Business Distr. Jl. Jend. Sudirman Kav. 52-53 Jakarta 12190, Indonesia VIETNAM OFFICE HCM (HQ) : #24 - #32 D6, Sai Gon Pearl Villas, 92 Nguyen Huu Canh Str., Ward 22, Binh Thanh Dist., HCMC HN : #Floor 2 - Toong, 25T2 Nguyen Thi Thap Str., Trung Hoa Nhan Chinh, Ha Noi

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