Adobe Digital Dialogue

Tame Channels To Deliver Personalised Outcomes, Say Marketers

By tam­ing mul­ti­ple chan­nels mar­keters are much bet­ter placed to pro­vide their cus­tomers with a qual­i­ty, per­son­alised out­come. That was a key mes­sage deliv­ered by senior mar­ket­ing exec­u­tives at last year’s Adobe Sym­po­sium in Syd­ney.

Mar­ket­ing lead­ers from com­pa­nies as diverse as Vir­gin Aus­tralia, Trav­e­loc­i­ty and TAL Life Insur­ance explain how their mar­ket­ing clouds deliv­ered val­ue.

Accord­ing to Siva Gane­shanan­dan – Direc­tor, APAC, Adobe Mar­ket­ing Cloud, Adobe, “Despite an increas­ing abil­i­ty to per­son­al­ize indi­vid­ual chan­nels, only 38 per cent of busi­ness­es are able to do so across all touch points.”

For Gane­shanan­dan, deliv­er­ing a cross chan­nel cus­tomer jour­ney is akin to a con­duct­ing a sym­pho­ny.

“The chal­lenge that most peo­ple are fac­ing is about get­ting all those dif­fer­ent chan­nels of com­mu­ni­ca­tion aligned so they sound like a great piece of music as opposed to the cacoph­o­ny that we often send out there,” he said.

While there has been a recent con­tent explo­sion, dri­ven by the grow­ing need to per­son­alise cus­tomer expe­ri­ences, ensur­ing it is deliv­ered at the right time in the right chan­nel still presents a chal­lenge, Gane­shanan­dan said.

Mean­while the advice from Vir­gin Australia’s Drew Ascough, was start small and grow in incre­ments.

A pro­gres­sive lay­er based approach was crit­i­cal to Vir­gin Aus­tralia imple­ment­ing a suc­cess­ful and scal­able per­son­al­i­sa­tion strat­e­gy, he told atten­dees at last year’s 2016 Adobe Sym­po­sium.

“Start small and build upon that. The results will come.”

Speak­ing along­side Vir­gin Australia’s dig­i­tal mar­ket­ing and opti­mi­sa­tion Spe­cial­ist, Ady Porter, and 2DataFish’s asso­ciate direc­tor Jason Fon­se­ca, the trio explained that in order to achieve per­son­al­i­sa­tion Vir­gin Aus­tralia took a pro­gres­sive “build­ing block” approach.

The strat­e­gy, devel­oped with part­ner 2DataFish, involved seg­ment­ing Vir­gin Australia’s web­site vis­i­tors, tak­ing action and mea­sur­ing results. These results would then influ­ence the next round of seg­men­ta­tion and action.

“It is very much an iter­a­tive strat­e­gy, where the result of the mea­sure­ment will inform the next seg­mants,” 2DataFish’s Fon­se­ca said. Adding that the strat­e­gy has allowed Vir­gin Aus­tralia to dri­ve sales and engage­ment.

By imple­ment­ing Adobe ana­lyt­ics Vir­gin Aus­tralia had a sol­id foun­da­tion to com­mence the per­son­al­i­sa­tion strat­e­gy, which could then have oth­er prod­ucts lay­ered on top to expand the strategy’s capa­bil­i­ties and results, Ascough said.

The plat­form has also allowed them to demon­strate a proof of con­cept to stake­hold­ers before push­ing it our, accord­ing to Acough.

Start­ing small also meant that the team could get start­ed soon­er and make a sol­id busi­ness case for the strat­e­gy. “Start­ing small meant that we could get it out the door much quick­er and then expand from there,” Porter said. It allowed for the team to demon­strate return on invest­ment and gain stake­hold­er endorse­ment, accord­ing to Porter.

Porter not­ed that the strategy’s suc­cess means it is now pos­si­ble to con­duct even more gran­u­lar tar­get­ing and per­son­al­i­sa­tion. While the strat­e­gy has improved cross-chan­nel com­mu­ni­ca­tion, in an effort to make it “seam­less across every touch point that we talk to the guest.”

Trav­e­loc­i­ty: flex­i­bil­i­ty puts cus­tomers in con­trol

For Trav­e­loc­i­ty, Tony Arbe­laez Senior Tech­nol­o­gy Man­ag­er, Email/CRM said the com­pa­ny lever­aged the flex­i­bil­i­ty of Adobe cam­paign in a bid to put cus­tomers in con­trol, with sig­nif­i­cant results.

He described how his organ­i­sa­tion utilised the plat­form to “lis­ten to the cus­tomer, to iden­ti­fy what they’re shop­ping for the most and bring it into cam­paign, and act on that.”

Travelocity’s users num­ber in the tens of mil­lions and Arbe­laez stressed that oth­er plat­forms they had used in the past didn’t have the capac­i­ty to han­dle their data, grow at the same pace or inte­grate con­tent. This lead to great frus­tra­tion at Trav­e­loc­i­ty and great joy when they final­ly upgrad­ed.

“We actu­al­ly pulled the servers out of the inter­net room, strung them up on ropes and we beat them to death like a piña­ta. It’s a true sto­ry,” he said.

“We were lucky enough to find Adobe Cam­paign and we’ve been great­ly suc­cess­ful and very, very hap­py with them,” Arbe­laez told the audi­ence.

The three key advan­tages of the plat­form were its abil­i­ty to han­dle Travelocity’s sheer vol­ume of emails, the built in cen­tral­ized con­tent strat­e­gy and a sim­pli­fied price struc­ture, accord­ing to Arbe­laez.

The Trav­e­loc­i­ty tech man­ag­er went on to demon­strate the com­par­a­tive ease in which they imple­ment­ed the plat­form and how it had seen impres­sive results. The plat­form, fueled by action­able data allowed Trav­e­loc­i­ty to put the “cus­tomer in con­trol.”

Doing so gath­ers more first hand data direct­ly from the cus­tomer and leads to more per­son­al­ized cam­paigns, accord­ing to Arbe­laez. “Let them tell you what they val­ue most, when they do that your open rates and your suc­cess rates of all your cam­paigns are going to improve.”

Don’t for­get Cul­ture

Final­ly, TAL Life Insur­ance Cus­tomer Ana­lyt­ics and Insights man­ag­er Joe Chap­man empha­sised the impor­tance of cul­ture… and data.

Even for Australia’s largest life insur­ance com­pa­ny, it was impor­tant not to over-strate­gise, said Chap­man.

Per­haps a more impor­tant task is cre­at­ing the right cul­ture and the right data to sup­port the change, he sug­gest­ed.

“Get­ting your cul­ture right with­in the team is prob­a­bly the key thing. Data is extreme­ly impor­tant, and not over strate­gis­ing and not hav­ing over­ly long road maps,” Chap­man said.

The temp­ta­tion for those look­ing to imple­ment bold new strate­gies is to col­lect all the avail­able data and dive head first into mul­ti-chan­nel, high­ly per­son­alised cus­tomer jour­neys, accord­ing to Chap­man. How­ev­er, it can be more ben­e­fi­cial to focus on the things that align with spe­cif­ic cus­tomer jour­neys.

“Go for the things that don’t nec­es­sar­i­ly excite you, but are the things that are going to be real­ly good for you and are going to make your sys­tem work,” he said.

For TAL, that meant focus­ing on tra­di­tion­al chan­nels like phone, email, direct mail and sms Chap­man explained; “Those are the things that we tack­led first and we did them real­ly well.”

While TAL still aspires to cre­ate high­ly per­son­alised mul­ti-chan­nel cam­paigns, it was impor­tant to get the foun­da­tion right and ensure their data aligned with the cus­tomer jour­ney, Chap­man said. Mean­ing that if data was to be per­fect it may come at a reduced scope.

“With the cus­tomer jour­neys that we had in mind, we looked at those and we looked at what the essen­tials were. We start­ed with ‘we want every­thing’ to real­ly ‘we want things that are nec­es­sary for this jour­ney.”

TAL’s approach at this stage is less data but more rel­e­vant and more accu­rate data. “You can’t just go out there and ask for every­thing. Because you’ll nev­er get it and you’ll nev­er need it either,” he said.

Right time and place

Adobe’s Gane­shanan­dan told the atten­dees, “Quite often you can get the con­tent out there, but not at the right time. It’s a lit­tle bit like the sta­t­ic you may hear when you’re tun­ing into your radio… What hap­pens is peo­ple turn off,” he said.

Part of the solu­tion is to con­sid­er the prob­lem from your customer’s per­spec­tive and work around the cus­tomer jour­ney, he said. This means being able to access your data and in some instances incor­po­rat­ing out­side data to form a more holis­tic view. Then the pro­gres­sive per­son­al­i­sa­tion can begin.

“Once you’ve got a bet­ter under­stand­ing of that cus­tomer, it is time to go and cre­ate your cross-chan­nel mas­ter­piece.”

Cross-Channel Marketing, Digital Marketing

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