David Sigerson, Sitecore Business Optimisation Services (SBOS) Consultant at Sitecore, talks about big data and marketing personalisation

1. Achieving enhanced personalisation through big
data
Are you ready for “Internet of Me"
Presented by // David Sigerson
Sitecore Business Optimisation Services (SBOS).
15 July 2015

2. Which one has
BIG
DATA?

3. We share over
95% OF
GENES
3

4. The amount of data passed
to the brain via sensory
organs is
THE SAME
4

5. Which one has
BIG
DATA?
5

6. It’s not the amount of data
but the way it is encoded to
make sense of the world
that makes the
DIFFERENCE
6

7. 7
We got smart building mental
representations of others
driven by
SOCIAL
INTERACTION

8. 8

9. 9
We didn’t get smart by
being good at science,
although that is a useful
SIDE EFFECT

10. 1010
CUSTOMER EXPERIENCE MANAGEMENT
EXPERIENCE
The sum of total conscious events. Oxford Dictionary
CUSTOMER EXPERIENCE
“The customers perceptions and related feelings caused by the one-
off and cumulative effect of interactions with a supplier’s employees,
channels, systems or products”. Gartner,2014
CUSTOMER EXPERIENCE MANAGEMENT
The practice of designing and reacting to customer interactions to
meet customer expectations and this, increase customer satisfaction,
loyalty and advocacy. Gartner,2014
Source: Gartner , 2014

11. The Challenge: Random Customer Journeys
Visit
website
Search
many
dates
Research
routes
Search
vouchers
Google
Get
quotes
Search
aggregator
Chat
online
with CS
Open
email
Compare
Sign up
for
newsletter
I want
to buy…
How do I
decide?
Visit
competitor
websites
Mobile
Apps
Ask
friends
Random Acts of Marketing
Review sitesClick on ads
11

12. 12
Step 1: Data/Knowledge is spread across the organization
CRM
Social
Media
Customer
Support
Website
POS Apps

13. xDB was built specifically for Customer Experience data
CRM
Social
Media
Customer
Support
Website
POS Apps
13
Sitecore
xDB

14. 14
Sitecore’s Unified Platform makes it possible
Integrate with business systems or other sources
Collect and Connect actionable customer data
Analyze, get insight, make decisions and automate
Manage content, information and assets
Personalize messaging across all channels

15. 15
Modern personalisation is
about linking together
systems to build
CHAINS OF
MARKETING

16. The Challenge: Random Customer Journeys
Visit
website
Search
many
dates
Research
routes
Search
vouchers
Google
Get
quotes
Search
aggregator
Chat
online
with CS
Open
email
Compare
Sign up
for
newsletter
I want
to buy…
How do I
decide?
Visit
competitor
websites
Mobile
Apps
Ask
friends
Random Acts of Marketing
Review sitesClick on ads
16

17. Google
vendors
Purchase
using
promotion
Google
competitors
Free
trial
Download
Whitepaper
Chat
online
with CS
Watch
video
I want
to buy…
How do I
decide?
Visit
vendor’s
website
Read
3rd party
review
Receive
email
offer
Orchestrated Marketing
Visit
Facebook
page and
Like
Ask
peers
The Opportunity: The Orchestrated Customer Journey
17

18. Case Study
easyJet

19. 19
Use of Sitecore
Campaign Personalization
Rules Based Personalization
Booking History Personalization
Systemic Personalisation

21. 21
Outcomes
“During the easyJet January
Sale, easyJet’s biggest
to date, the personalised
homepage helped fill two planes
every minute”
20% bookings increase.

23. 23
THE FUTURE
OF
MARKETING

24. 24
Modularisation will evolve to
AGENT-BASED INTELLIGENT
MARKETING

25. 25
The future for marketers is
a
MARKETING
EXOSKELETON
Tools that translate
human marketing
thoughts and
strategy into more
powerful
ACTIONS

26. 26
If you want to learn more about
improving customer experience
Check out
www.Sitecore.net
www.connecttheexperience.com
Email me:
David Sigerson, dvs@Sitecore.net