When Insights Aren't Enough: Transforming data into action for real-time personalisation
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The document discusses the importance of real-time personalization in marketing, emphasizing the need for companies to understand customer journeys rather than merely relying on traditional metrics like CTR. It highlights a significant experience gap where consumers are increasingly skeptical about brand promises, prompting a shift towards more data-driven, personalized marketing strategies. The author proposes methods for improving customer engagement, illustrated through case studies and promising metrics such as reduced cost per acquisition and increased leads.
When Insights Aren't Enough: Transforming data into action for real-time personalisation
- 1. TURNING DATA INTO ACTION FOR REAL-TIME PERSONALIZATION KUNAL JOGIA NOVEMBER 13, 2019 WHEN INSIGHTS AREN’T ENOUGH
- 4. 4 CTR.
- 5. 5 Was a Facebook ad the best way to reach that person? Were they thinking about your brand or product? How recently had they seen an ad from your company?What happened in their journey 3, 6, 15 days after the click?
- 6. 6
- 7. “Customers experience companies through end-to-end experiences, not touchpoints” (MCKINSEY)
- 8. A revolution in data-driven marketing EXPERIENCE GAP *HTTP://EXPERIENCEGAP.CLEARSTRATEGY.COM/REPORT/ 52%OVER HALF OF CONSUMERS NEVER TAKE ANYTHING BRANDS SAY AT FACE VALUE 52% 32%SAY THAT THE GAP BETWEEN THE PROMISES AND THE ACTUAL EXPERIENCE IS GETTING BIGGER CONSUMERS WOULD SWITCH BRANDS IF THEY BELIEVED THEY’D GET A BETTER EXPERIENCE 62%
- 9. Like this. NOT THIS.
- 12. HOW TO SELL A MORTGAGE
- 13. GOAL Get a first-time homeowner to book a mortgage advisory appointment with your bank
- 14. 14 CURRENT OPTIONS 3 AN INFORMED HYPOTHESIS (based on historical data) 2 TARGET THE LIKELIEST SUSPECTS (based on best guesses) 1 EVERYON E GETS ADS
- 16. 16 IN PRACTICE 17.9% LOWER CPA 9.4% MORE LEADS MORTGAG E CALCULAT OR APPOINTME NT 1 2 3 4 FREE INTERVIEW Advantages of orientation interview DON’T FORGET Make an appointment – retargeting on .com VIDEO CHAT Chat with us from your home! BIDDING TIPS Schedule a free orientation?
- 17. 17 THE FUTURE OF MARKETING