Improving customer insight through digital intelligence

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DON’T JUST THINK. KNOW.

Digital Intelligence Webinar

Serving Customer Insights Professionals

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James McCormickSenior Analyst@JFMcCormick

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Welcome To The Age Of The Customer

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Backward looking

Siloed customer insights

Poor customer experience

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Traditional Analytics

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We need to be cleverer with

analytics and data

And use it to:

Scale the delivery of customer

experiences

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Digital Intelligence

The Analytics Foundation For Optimizing Customer Experience

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measurement and execution

What Is Digital Intelligence?

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Six Signs You Are Digitally IntelligentCustomer centric

Data agnostic

Actionable

Intelligent

Right Time

Distributed

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Digital

Intelligence

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Building Your Digital Intelligence Practice

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2. Ownership Structure1. Technical Approach

3. Measurement & KPIs

4. Optimized

Experiences

Four Strategic Building Blocks Of Digital Intelligence

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The Digital Intelligence Architecture

Is delivered by

multiple technologies

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Intelligence Is Embedded In The Business

Source: “The Forrester Wave™: Online Testing Platforms, Q1 2013” client reference survey

Base: 122 respondents who use an online testing platform

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Ownership Models Vary

Source: July 11, 2014 , “Organize For Digital Intelligence” Forrester report.

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Understand Business And Customer First

Source: July 19, 2012, “Adapting Measurement For Digital Intelligence” Forrester report

…then measure what's important

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Multiple Techniques Optimize Experiences

Optimized

Experiences

Segmentation

AB & Multivariate

Testing

Algorithmic Based

TargetingRules Based

Targeting

Recommendations

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The Road To Digital Intelligence

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Digital Intelligence Is Gaining Traction

Source: “Measure Your Digital Intelligence Maturity” Forrester report

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The Road To Digital Intelligence

Stage 1

Stage 2

Stage 3

Stage 4

Planning

Developing

Competence

Mastery

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The Future Of Digital Intelligence Practices

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› Context based engagement• Context delivers micro segmentation• Cross device context optimization

› Continuous optimization• Continuous segment discovery• Automated experience creation• Dynamic targeting based on changing user

preferences• Conversation optimization

Future Of Digital Intelligence Practice

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Leverage Big Data

Source: April 2014 “The Power Of Customer Context”

To Build A Contextual Marketing Engine

To drive continuous engagement

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Perspectives from the Field

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Measuring with Intent – Be Actionable

• Know your business objectives

• Identify the critical few KPIs to measure success

• Have a plan to act on the data coming out of your measurement plan to optimize the customer experience -- Don’t just report for reporting’s sake

• Start with a plan that identifies key systems that capture information and identify any system gaps that may exist.

• Next, be mindful of integration points from system to system (CRM, web, commerce etc.)

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Right-time Analytics

• Old data is old news - Having information available when it is still relevant is key to optimizing experiences

• Determine upfront what information is needed, when its needed and who needs to access it

• Self Service Tools are driving richer experiences for end users.

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Q & A

Thank youJames McCormick

Senior Analyst

[email protected]

@JFMcCormick

[email protected]

www.rbaconsulting.com

@rbaconsulting