Data-Driven Personalized Marketing
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62% of consumers feel that their most loyal brands aren’t doing enough to reward them1 Even though 94% of companies believe personalization is critical to their success2, less than 10% are effective at it3 because they rely on broad segments instead of individual buying behaviors and preferences.4 15,000 hours later, researchers from ERDM Corp. spoke on behalf of the customers they interviewed by describing the current state of personalization as, “broken.”5 Customers want smarter personalization: “What we receive is not smart personalization. They aren’t personalizing the things that matter to me!” Technology has raised expectations: “With today’s technology, I expect emails that reflect my interests and preferences.” When you get personal with your customers in the right ways, really great things happen!
A record 40% of consumers are buying more from brands who comprehensively personalize the shopping experience across channels.6 Among the 70% of shoppers who expect personalization from their loyal brands, the most popular were7: • Loyalty appreciation rewards •
Email discounts on preferred products
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Sale alerts for preferred products
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Alerts for new products they may like
McKinsey quantified personalized marketing to deliver an ROI that is 5 to 8 times higher and a 10% or greater lift in sales.8 Inversely, mass marketing has lasting consequences. Over half (56%) opt-out of emails because the content is no longer relevant, predispositioning them to ignore these brands in the future.9 In light of the financial upside of this investment strategy, why are so few winning the game of personalization?
Top 3 Personalization Challenges Facing
Companies
Lack of Resources
Solution: Automate manual steps that overwhelm teams with a best-in-class methodology for boosting conversions and sales lift
Tech Integration
Siloed Data
Solution: Custom coding
Solution:
Offer scalable technology that integrates with engagement applications and marketing infrastructure
Data management layer desilos sources to create a data singlepredictive view of customers and campaigns
Source: Exitbee (2016) https://goo.gl/aa3ezN
A new methodology is needed to solve the 84% personalization gap that exists today
ACUMEN Ai is a first-of-its-kind methodology designed to overcome top barriers to effective 1:1 personalization Goal: Prioritizing the right experiences We start by helping you identify and become laser focused on the experiences that matter most to your customers for deepening their loyalty across a lifetime. Then we use machine learning algorithms to target the right customer with the right personalizations for lifting sales.
Goal: Scaling delivery across all channels We work with your creative, publishing and technology teams to set up personalizations in advance so that they are ready to be delivered to your customers in real-time at the moment they are authenticated on one of your channels – mobile, website, social, email, in-store, and phone.
Goal: Delivering consistently across channels Powered by big data, we fill in the gaps of multi-channel campaign management software by putting a new twist on omnichannel, with channelless delivery. By having personalizations set of in advance on all of your channels, companies are guaranteed to deliver consistently anytime, anywhere and on any channel.
Goal: Driving action with diagnostic metrics Tracking the ROI of your campaigns is key. We also help you get to the next level of insights by pinpointing why a campaign is under or over performing with just three metrics that summarize channel, product, and targeting performance. Leaders can act on the results reported on easy-to-read dashboards.
Goal: Automating work = less internal resources Automation eliminates most of the manual work. Evaluate an unlimited number of personalizations using a nimble approach. Then, rank them in realtime. Last, use decision rules to automatically remove, retain, or swap in new ones based on performance. This ensures the highest performers are used with minimal internal resources.
Problem solvers at heart, ACUMEN Ai was born to close the personalization gap that exists for most companies today. You can have confidence in over 3 decades of combined experience leading data-driven marketing solutions to help you execute a roadmap to acquire, retain and grow profitable customers.
Your Personalization Partner
In summary, we leverage three things to ensure your personalized experiences drive sales and loyalty: •
Machine learning using individual buying behavior and preferences to better predict the target audience
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Built-in automation to eliminate many of the manual steps reducing the amount of internal resources
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A feedback loop that continuously maximizes your marketing ROI
If you knew that 86% of consumers say personalization plays a key role in their purchase decision,10 and your ROI could be up to 8 times higher, what would it mean to your company to execute this strategy effectively? Personalization is where the future is headed. Companies will compete and win based on who delivers the most relevant and personalized customer experiences. To advance your marketing journey, contact us at: •
Email:
[email protected]
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Website: www.acumenai.com
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Phone: 616-443-3737
References 1. Clickfox (2014) https://goo.gl/DpwKWi 2. Econsultancy (2013) https://goo.gl/q0rKQI 3. Gartner (2014) https://goo.gl/dXvmxV 4. Forrester (2014) https://goo.gl/BubuqJ 5. ERDM Corp (2015) https://goo.gl/QDWTyn 6. Mybuys (2013) https://goo.gl/Ha2G7x 7. AgileOne (2014) https://goo.gl/UjUSHC 8. McKinsey & Co (2013) https://goo.gl/AocMkh 9. Constant Contact (2012) https://goo.gl/IxfqgB 10. Infosys (2014) https://goo.gl/oACLAc
