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Evolve 19 | Carl Madaffari | Best Practices | From Customer Data to Customer Loyalty

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Evolve The Adobe Digital Marketing Community
Evolve The Adobe Digital Marketing Community

Today’s customers expect relevant and personalized engagement with brands – or they go elsewhere. In this session, Carl will lay out some of the hurdles involved in crafting a customer- and loyalty-forward data management and architectural strategy. Using examples from specific client engagements, he will outline approaches to building an actionable data and technology stack on which teams can build and extend personalized interactions.

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#evolve19 FROM CUSTOMER DATA TO CUSTOMER LOYALTY Carl Madaffari August 7th, 2019
#evolve19 2 FROM CUSTOMER DATA TO CUSTOMER LOYALTY CURRENT STATE AND CHALLENGES
#evolve19 3 WHAT DATA MOVES THE NEEDLE? Attitudinal vs. Behavioral First-party vs. Second-party vs. Third-party PII vs. Non-PII
#evolve19 4 WHAT DOES THE PLATFORM LANDSCAPE LOOK LIKE Marketing Clouds Walled Gardens Customer Data Management
#evolve19 5 Data Silos Data lives at the connection end points. Bringing it together in one manageable place is harder than ever. Boiling the Ocean Building a platform of the future is an admirable goal, but focus on achievable use cases. Privacy Regulation What you can and should do with data is being more scrutinized and regulated. Data governance is no longer a nice to have. CMO Richer customer insights Platform unification & control Access to new markets Organizational transformation Grow my customer base Increased customer loyalty Better customer experiences CMO DATA CHALLENGES
#evolve19 6 • How consolidated is your existing customer data? • How are you connecting Pii and Non-Pii data? • Where will decisioning and orchestration take place? • What is your path to value? • Do you have the right team to deliver long- term? CUSTOMER DATA CONSIDERATIONS
#evolve19 7 FROM CUSTOMER DATA TO CUSTOMER LOYALTY CASE STUDIES
#evolve19 8 Background • Fragmented view of consumers across 40+ different vendors Solution • Customer Insights • Integrated Data lake • Predictive analytics/machine learning • Streamlined Content Operations • Developed library of modular templates optimized the rigorous medical, legal, and regulatory review across brands to enable greater flexibility Results • 30% faster time to market for new brand launches • 25% operational cost savings DELIVERING EXCEPTIONAL CUSTOMER EXPERIENCESPHARMACEUTICAL
#evolve19 9 ALIGNING TO C-LEVEL GOALS SPORTS LEAGUES Marketing Transformation • Platform unification • Richer customer understanding for better campaign targeting and cross-sell revenue opportunities • Migration to digital platforms (away from TV and DM costs and limits) • International expansion with consistent strategy and approach PR Enhancement • Access to new fans • Innovation and new ideas for programs and campaigns • Speed to market • Increased revenue on national and local levels • More 2nd purchase Bottom Line Results • Cross-sell success • Increased fan retention
#evolve19 10 Current effort • Running loyalty program for several products • Centralized 65 websites to common UX leveraging AEM’s inherent decisioning data with profile data • Annual fee data approaching • New program enrollments Next Steps • Drive new data sources into decisioning • Integrate lifecycle analytics • Ecosystem roadmap to determine where decisioning takes place in Adobe platform BROADENING THE LOYALTY EXPERIENCE FINANCIAL SERVICES
#evolve19 THANK YOU!

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Evolve 19 | Carl Madaffari | Best Practices | From Customer Data to Customer Loyalty

  • 1. #evolve19 FROM CUSTOMER DATA TO CUSTOMER LOYALTY Carl Madaffari August 7th, 2019
  • 2. #evolve19 2 FROM CUSTOMER DATA TO CUSTOMER LOYALTY CURRENT STATE AND CHALLENGES
  • 3. #evolve19 3 WHAT DATA MOVES THE NEEDLE? Attitudinal vs. Behavioral First-party vs. Second-party vs. Third-party PII vs. Non-PII
  • 4. #evolve19 4 WHAT DOES THE PLATFORM LANDSCAPE LOOK LIKE Marketing Clouds Walled Gardens Customer Data Management
  • 5. #evolve19 5 Data Silos Data lives at the connection end points. Bringing it together in one manageable place is harder than ever. Boiling the Ocean Building a platform of the future is an admirable goal, but focus on achievable use cases. Privacy Regulation What you can and should do with data is being more scrutinized and regulated. Data governance is no longer a nice to have. CMO Richer customer insights Platform unification & control Access to new markets Organizational transformation Grow my customer base Increased customer loyalty Better customer experiences CMO DATA CHALLENGES
  • 6. #evolve19 6 • How consolidated is your existing customer data? • How are you connecting Pii and Non-Pii data? • Where will decisioning and orchestration take place? • What is your path to value? • Do you have the right team to deliver long- term? CUSTOMER DATA CONSIDERATIONS
  • 7. #evolve19 7 FROM CUSTOMER DATA TO CUSTOMER LOYALTY CASE STUDIES
  • 8. #evolve19 8 Background • Fragmented view of consumers across 40+ different vendors Solution • Customer Insights • Integrated Data lake • Predictive analytics/machine learning • Streamlined Content Operations • Developed library of modular templates optimized the rigorous medical, legal, and regulatory review across brands to enable greater flexibility Results • 30% faster time to market for new brand launches • 25% operational cost savings DELIVERING EXCEPTIONAL CUSTOMER EXPERIENCESPHARMACEUTICAL
  • 9. #evolve19 9 ALIGNING TO C-LEVEL GOALS SPORTS LEAGUES Marketing Transformation • Platform unification • Richer customer understanding for better campaign targeting and cross-sell revenue opportunities • Migration to digital platforms (away from TV and DM costs and limits) • International expansion with consistent strategy and approach PR Enhancement • Access to new fans • Innovation and new ideas for programs and campaigns • Speed to market • Increased revenue on national and local levels • More 2nd purchase Bottom Line Results • Cross-sell success • Increased fan retention
  • 10. #evolve19 10 Current effort • Running loyalty program for several products • Centralized 65 websites to common UX leveraging AEM’s inherent decisioning data with profile data • Annual fee data approaching • New program enrollments Next Steps • Drive new data sources into decisioning • Integrate lifecycle analytics • Ecosystem roadmap to determine where decisioning takes place in Adobe platform BROADENING THE LOYALTY EXPERIENCE FINANCIAL SERVICES