Using Data to Enable Human Conversations in Email
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The document discusses the importance of personalization in marketing, highlighting that while 94% of companies view it as critical, only 5% are effectively implementing it due to barriers like technology integration. It emphasizes the need for genuine customer connection through thoughtful use of data and innovative approaches to communication, alongside key principles for effective personalization. Ultimately, it advocates for a balance between data utilization and human engagement to foster better customer relationships.
Using Data to Enable Human Conversations in Email
- 1. ©2017 Epsilon. Private & Confidential Using Data to Enable Human Conversations Email Insider Summit 2017 Presented by AdelineSegaux Senior Account Director, Epsilon UK
- 2. ©2017 Epsilon Data Management, LLC. Private & Confidential 2 Hello #Firstname, Welcome to Barcelona!
- 3. ©2017 Epsilon Data Management, LLC. Private & Confidential 3 Source: Econsultancy 2014 Quarterly Digital Intelligence Briefing 94%of companies say that personalisation is critical to current and future success Personalisation is at the top of your mind…
- 4. ©2017 Epsilon Data Management, LLC. Private & Confidential 4 Source: Econsultancy 2014 Quarterly Digital Intelligence Briefing … and yet still out of reach for so many only 5%personalise extensively
- 5. ©2017 Epsilon Data Management, LLC. Private & Confidential 5 of companies see technology integration as a key barrier to personalisation, and only a quarter say they are using a single, integrated cross-channel technology platform.70% Source: Econsultancy 2014 Quarterly Digital Intelligence Briefing Why?
- 6. ©2017 Epsilon Data Management, LLC. Private & Confidential 6 of customers feel “numb” by the personalised campaign experience. Online customers admit they become frustrated when content appears that has “no relevance” to them.63% Source: Economist Intelligence Unit, 2013 Our ‘holy grail’ is frustrating many of our customers…
- 7. ©2017 Epsilon Data Management, LLC. Private & Confidential 7 Is data compromising our relationships with our customers?
- 8. ©2017 Epsilon Data Management, LLC. Private & Confidential 8 There is a fine line between perceived ‘useful’ value content and intrusive content. Where are we going wrong?
- 9. ©2017 Epsilon Data Management, LLC. Private & Confidential 9 The most common pitfalls we see No relevant offers Contextual misuse Depth & accuracy of data Not based on customer needs
- 10. ©2017 Epsilon Data Management, LLC. Private & Confidential 10 Moving beyond “Hello #Firstname” How do we use data to enable human conversations?
- 11. ©2017 Epsilon Data Management, LLC. Private & Confidential 11 Personalisation, Individualisation, Humanisation BASIC PERSONALISATION INDIVIDUALISATION Advanced Personalisation HUMANISATION 15 years ago… Future… Dear FirstName, Predictive Analytics Business Insights Machine learning Segmentation Mass email Today… vSocio-dem. vOffline /online vOnline Behaviour vEmail activity vPurchase vDynamic
- 12. ©2017 Epsilon Data Management, LLC. Private & Confidential 12 The challenge of 1-to-1 interactions at scale BASIC PERSONALISATION INDIVIDUALISATION Advanced Personalisation HUMANISATION Everyone gets the same email Content / offer changes based on user, 1 message per audience segment 1 unique message per customer
- 13. ©2017 Epsilon Data Management, LLC. Private & Confidential 13 What exactly is Machine Learning? Machine Learning solves the challenges faced in trying to optimise marketing processes using analytical techniques such as data mining and predictive analytics. The same way self driving cars learn and predict about the environment around them, Machine Learning for marketing learns about customer behaviors and predicts future events.
- 14. ©2017 Epsilon Data Management, LLC. Private & Confidential 14 The building blocks, where art meets science… Machine Learning BOTs & Personal Assistance Traditional BI Cognitive Learning MLaaS Basic Targeting IoT IoT captures massive amount of data from various sensors to query, process and analyse significant trends. Bringing Machine Learning closer to the data warehouse, decision makers are able to get intelligent insights and act in real time to customer needs. Tradition BI and workbench analytics leverage ML in a “laboratory” type environment for test and simulation. Cognitive ML brings “sensory” capabilities to life and enables applications to see, listen, talk and make decisions. Basic targeting and rules based decision engines are the simple general way to personalise an experience. Interactive bots & Personal AI help drive customer service and support needs and is making voice-based personal assistants more powerful than ever.
- 15. ©2017 Epsilon Data Management, LLC. Private & Confidential 15 What does that actually look like? Today… Tomorrow… - Rules - Single channel integration - Limited outside digital - ‘Last click’ and ‘look-a-like’ models - A/B testing - Algorithmic model based decisions - Multichannel - Joining digital and physical - Self-learning capabilities - MVT with unlimited data
- 16. ©2017 Epsilon Data Management, LLC. Private & Confidential 16 “Computers are magnificent tools for the realization of our dreams, but no machine can replace the human spark of spirit, compassion, love and understanding.” Louis V. Gerstner Jr. CEO, IMB 1993 - 2002
- 17. ©2017 Epsilon Data Management, LLC. Private & Confidential 17 So, how do we make human connections in the digital and email world?
- 18. ©2017 Epsilon Data Management, LLC. Private & Confidential 18 #1 Have good intentions with your data #2 Genuinely care about your customers #3 Be creative and mindful of context, relevancy and tone #4 Embrace evolution and technology #5 Never stop re-assessing and evolving Our top 5 golden rules
- 19. ©2017 Epsilon Data Management, LLC. Private & Confidential 19 Golden Rule #1 Have good intentions with your data Make good use of the data you collect. Ask the right questions. Think about why you need the data you’re collecting and how you can use it to help your customer. Only gather what you will use. Ensure you map where all your data is, and try to break the sillos.
- 20. ©2017 Epsilon Data Management, LLC. Private & Confidential 20 Golden Rule #2 Genuinely care about your customers Ultimately, creating a human connection comes from really knowing your customer. Segment to more tightly target your audiences and match messages which address their needs, fears, preferences and expectations. Build customer personas to really give them what they want.
- 21. ©2017 Epsilon Data Management, LLC. Private & Confidential 21 Golden Rule #3 Be creative, mindful of tone, context, relevancy Use creativity to soften the edges of big business and develop a human connection with your customer. Consider tone of voice, single-mindedness, imagery, language to give your business/brand a distinct personality. Map out customer lifecycles to bring context and relevancy to your interactions. Show your audience some love by bringing the right content based on where and when they are on their journey.
- 22. ©2017 Epsilon Data Management, LLC. Private & Confidential 22 Golden Rule #4 Embrace Innovation and Technology Automate emails to communicate with the right person at the right time, without having to keep track of each subscriber on your database. Behavior based triggers allow real time reactions to how your customers are interacting with you. Tailor your emails to each recipient with dynamic content. Make use of location and time by including Live Content. Conduct a Technology audit; identify opportunities inside your email program for optimisation. Stay on top of new technologies and trends.
- 23. ©2017 Epsilon Data Management, LLC. Private & Confidential 23 Golden Rule #5 Never stop re-assessing and evolving It is crucial to evaluate people’s tolerance and reaction to your marketing, and how it evolves over time. With so much data at your fingertips, testing allows for quality control. Analyse and refine your initiatives. Periodically re-evaluate your goals and objectives. Never stop re-assessing and questioning. The world is constantly evolving. And so should you.
- 24. ©2017 Epsilon Data Management, LLC. Private & Confidential 24 Embrace the power of data, creativity, technology to create human connections. Sometimes a little personality can produce great results.
- 25. ©2017 Epsilon Data Management, LLC. Private & Confidential 25 Get in touch: Adeline Seguax +00 44 75 9092 7128 adeline.segaux@epsilon.com www.epsilon.com/gb @EpsilonUK