Scientists & Storytellers: CDW’s Journey Toward 1:1 Marketing
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Dan Cardamone, Manager, eCommerce Strategy, CDW An Ton, Manager Marketing Technology, CDW As digital capabilities transform, customers are becoming more self-sufficient and educating themselves before they ever engage with a seller. Data infrastructure, solution integration, and analytics play a pivotal role in creating an effective and efficient business process that is customized to the unique needs of each customer. This presentation will outline the process, outcomes and roadmap that CDW, a leading provider of integrated information technology solutions, has undertaken to engage in relevant conversations with its customers along their buying journey.
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Scientists & Storytellers: CDW’s Journey Toward 1:1 Marketing
- 1. Beyond Personalization CDW’s Path to 1:1 Dialogue
- 2. ABOUT CDW
- 3. AGENDA • Share CDW’s path toward 1:1 Dialogue • The foundation you need to Activate 1:1 Dialogue 1. Data Collection 2. Identify 3. Analysis 4. Orchestration 5. Activate • How to make it happen
- 4. | CDW — Proprietary and Confidential. Copying Restricted.4 CURRENT STATE of MARKETING Print Advertising TV Advertising Off Domain Banner Adv
- 5. CDW.com | 800.800.4239 CDW | Confidential5 MULTI-TOUCH MARKETING OMNI CHANNEL MARKETING PERSONALIZATION
- 6. CDW.com | 800.800.4239 CDW | Confidential6
- 7. CDW.com | 800.800.4239 CDW | Confidential7 1:1 DIALOGUE
- 8. CDW.com | 800.800.4239 CDW | Confidential8 How can a digital experience replicate 1:1 dialogue?
- 9. CDW.com | 800.800.4239 CDW | Confidential9 OUR FRAMEWORK
- 10. CDW.com | 800.800.4239 CDW | Confidential10 AMO
- 11. CDW.com | 800.800.4239 CDW | Confidential11 eAccount eMail Address Phone Number
- 12. CDW.com | 800.800.4239 CDW | Confidential12 Audiences/Profiles Optimized Customer Journey Call Center, CRMSite Behavioral Data BIG DATA PLATFORM •Customer Journey/Clickstream Analysis •Text Mining •Machine Learning/Recom Engine ADVANCED ANALYTICS •Modeling (Risk, Propensity, Affinity) •Media Mix & Multi-Touch Attribution
- 13. CDW.com | 800.800.4239 CDW | Confidential13 Audiences/Profiles Optimized Customer Journey AMO
- 14. | CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE14 1) Before activating anything create a Charter for the program 2) Develop hypotheses and validate them with the segment data from the Analyze step as well as qualitative research 3) Define audiences that align with those hypotheses and communicate them to the channels (i.e. Orchestrate) 4) Test and optimize personalized experiences for those audiences to prove hypotheses right/wrong
- 15. | CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE15 OPPORTUNITY IDENTIFICATION CHECKLIST 1) List business objectives of interest 2) Identify the customer outcome of interest 3) Identify the levers that you believe will impact that outcome 4) Determine if those levers vary by segment 5) Establish what you believe will occur as a result of adjusting those levers and the metrics needed to evaluate 6) Define rationale and current performance baseline 7) Prioritize based on potential impact and level of effort
- 16. | CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE16 QUALITIES of ACTIONABLE AUDIENCES High reach: necessary for maximum impact; defined by either volume or value • Volume: audience represents a large percentage of your customers and/or prospects OR • Value: audience represents your most valuable customers and/or prospects Identifiable: allows you to connect meaningful data (even if it’s simply cookie-based) to the audience, therefore enabling you to make informed decisions Optimizely Brainstorming Audiences Worksheet AND
- 17. | CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE17 PERSONALIZED EXPERIENCES Modularize ad creative and/or web pages Define which platforms will deliver each experience Develop or leverage an existing rules engine that triggers those experiences Test, optimize, test (repeat)
- 18. | CDW Confidential & Proprietary Information: DO NOT COPY OR DISSEMINATE18 WHAT IS 1:1 DIALOGUE LOOKS LIKE Awareness/ Reach Consideration/ Engagement Conversion Goal Visit-1 Visit-2 & 1st Purchase TV, Radio, Print Social Media Activities Targeted Display Email Retargeting display Paid Search Nurturing Triggered Email Online Ad for Printer Accessory & Warranty Acquire Nurture Cross/Sell Retain Consider Mobile Visit-3 2nd Purchase Account Manager Next Best Offer Mobile
- 19. CDW.com | 800.800.4239 CDW | Confidential19 KEY TAKEAWAYS Go beyond personalization and build a 1:1 dialogue with your customer Enable 1:1 dialogue by: Collect Identify Analyze Orchestrate Activate Test & Learn DON’T WAIT
- 20. CDW.com | 800.800.4239 CDW | Confidential20 THANK YOU AN TON Manager, Marketing Technology CDW DAN CARDAMONE Manager, eCommerce Strategy CDW
Editor's Notes
- I’m An Ton a Manager of Marketing Technology at CDW along with Dan Cardamone who is the Manager of eCommerce Strategy. We here to show you how to move beyond personalization and start having a 1:1 Dialogue with your customer
- Before I start I would like to tell you who CDW is and what we do. We are a leading provider of technology products and services for business, government, and education with $13B in revenue We rank 13th in the nation for eCommerce revenue. To give you a bit more information about us I will play our latest commercial.
- Today we will share with you why 1:1 Dialogue is important Provide you with a framework on how you can make this happen within your organization
- How many of your marketing organizations still think, plan, and execute like this? Usually we have a campaign and then select activities to generate awareness, engagement, and conversion, but where is the customer in this? We do not know who we touched, how many times we touched them let alone their interest, and where they are on their buying journey
- Technology has changed that. Most of you have heard of Multi-touch marketing, Onmi Channel Marketing, and Personalization
- which allows us to put the customer at the center of marketing activities Why? According to Harvard Business Review that we get 5-10 time in ROI
- At CDW we believe that if we want to be a $20B company and focus on building a digital experience that can match the current human touch our Account Managers provide. We want to create a 1:1 Dialogue.
- How can we go from here to there? How can we take disjoined marketing tactics and create 1:1 dialogue with our customer?
- It starts with this framework
- Using Ensighten Pulse, we can collect all the touches users have with us. We centralizing more than 100M interactions per month, we can identify how they viewed our marketing activities, where they viewed, what they clicked, and the content of those messages. Using this information we can start to understand the effectiveness of our marketing activities, which you will learn more later on. For this use case, we are more focused on understanding the message the customer received to ensure we have a back and forth dialogue with our customers.
- Next we identify who they are. According to global web index, the average person owns 3.6 connected devices. Using Ensighten One, we can now stitch together customer profiles across devices and get a clear picture of the person.
- The data that we collect is pushed to our advanced analytics and data science teams. These analyses and models help us identify the audiences and create profiles of the customers. The insights provided will also allow us to define the optimal the path we want to usher each customer down.
- The outcome of these analyses then get push into Ensighten One. When the users come to our site, all the information about them can be accessed in the One profile. Using Ensighten Manage, we can start to orchestrate the execution by pushing the profile to our marketing partners as well as our onsite dynamic content platform
- Charter – business case, problem statement, goals, KPIs, scope (it’s your guiding light in a world of crazy)
- Talk through our example here: - Loyal customers who belong to certain segments will receive personalized imagery and content (including brand + product category), along with the constant reminder that their AM is there to help when they need it
- What is a 1:1 Dialogue looks like. It start with marketing activities to generate traffic to the site. In this example the customer came to our website via desktop and browsed a printer. The information than push back to our engine to start a retargeting campaign using display or paid search. The customer saw a relevance ad and came back to our website and place an order. Now we know who the person is and what the next best product offer. We then push this out to our marketing vendors. This user saw the ad but came back to our website and place another order via mobile phone. We know can retarget the customer via multiple devices. At the same time we can notify our Account Manager that this customer is ready to talk about complex solution . These conversations will continue throughout the customer journey
- Don’t forget to test and learn and act now. For those of you that have manage you can start create web behavior rule to build audience and push that information to your vendors. In order for your organization to scale you need to be able create the conversation that the customer is having with your coworkers via digital experience.
- We want to have a 1:1 dialogue with our customer and prospect.