CX16: Powering Smarter Customer Journeys with Personalization Builder

Powering Smarter Customer Journeys with Personalization Builder

Chris Howard VP Digital Strategy & Design Calamos Investments

Need:

•  Official titles

•  Headshot

•  Twitter/Social handles (optional)

Meghann York Director Product Marketing Salesforce

Cameron Gabriel Sr. Manager, Digital Merchandising 1800flowers / Harry & David

Andy Simmons Moderator

Why Personalization Matters

20%

78%

14%

Businesses that indicate Personalization is critical

to current and future success

increase in B2B sales opportunities

improvement in email click through rates

of consumers indicate they want some degree of personalization

94%

Personalization Builder Powered by Predictive Intelligence

Predict & Automate Decisions Use data science to get smarter about your customers and take action automatically

Personalize the Journey Automatically tailor every message and adapt the journey for each customer

Understand Customer Engagement Build contextual profiles based on preferences and behavior

PI Performance Metrics 11/27/15 – 12/27/15

62%26%

11% 1%%ofTotal

ProductDetail

RecentlyViewed

Cart

Confirma:on

Brand Units LY Units TY Rev LY Rev TY $ Variance % Variance

Harry and David 69,644 130,076 $2,986,257 $6,331,641 $3,345,384 112%

Wolferman's 18,340 26,075 $129,461 $586,945 $457,484 353%

Total 87,984 156,151 $3,115,717 $6,918,585 $3,802,868 122%

PI Recommendations on Harry and David and Wolferman’s generated $3.8M in incremental sales for the 11/27 – 12/27 time period. This was a 112% lift over the prior year’s experience for HD and a 353% lift for Wolferman’s

Recommendation Scenarios – Product Detail Page •  3 scenarios implemented on

the page, 2 active

•  Primary scenario (below product image) •  62% of overall cross-sell

revenue •  8.15% CTR

•  Recently Viewed – custom scenario

•  26% of overall cross-sell revenue

•  3.10% CTR

Recommendation Scenarios – Cart

•  Originally run as a test

•  Outperformed Checkout Specials and was moved to the top of the page

•  Resulted in a 60% lift over Checkout Specials

•  2.34% CTR

Recommendation Scenarios – Confirmation Page

•  1% of overall cross-sell sales ($70K)

•  1% CTR

•  Significant in that this is a post purchase “nibble“

Onboarding – Welcome Series

•  All onboarding email open rates averaging above 25%

•  Average 23%* Click To Open Rates (CTOR)

*above 17% for financial services onboarding benchmark.

Trigger email welcome series to advisors who register for our investment professional site

Visitor Abandonment Email

Goal is to engage and promote additional and relevant resources.

•  Email open rates average 44%.

•  Click-to-Open Rate (CTOR) averages 38%

•  Predictive Intelligence recommended content averages 18 % click-through rate.

 Follow up email based off specific activity or inactivity in a session

Lapsed Subscriber Re-engagement

•  Email open rates average 15%

•  Click-to-Open Rate (CTOR) averages 23%*

*Industry average is 5% for Financial Services.

•  Predictive Intelligence recommended content averages 20% click-through rate

 Two-part email series when no web activity in 60 days

3 Key Takeaways

ü  Do your homework and your prep work

ü  Map the important moments in your customer’s lifecycle and personalize around them

ü  Challenge your assumptions and the notion of best practices

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Join Us For Dreamforce 2016 October 4-7, 2016 | San Francisco, CA

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thank y u

Q&A

Meghann York Salesforce

Chris Howard Calamos Investments

Cameron Gabriel Harry & David