1. A UNIFIED CUSTOMER VIEW FOR TARGETED PERSONALISED CAMPAIGNS
IT’S ALL ABOUT CUSTOMER EXPERIENCE
Webinar - March 17, 2016 at 11:00 am – 11:45 am (IST)
Veer Bothra Chief Innovation Officer
netCORE Solutions
Gagan Singla
Chief Marketing Officer
Angel Broking
@veer
@gagansingla
copyright netCORE Solutions: For Internal Circulation Only

2. THINGS TO REMINDER Tweet Question Slides & Recording
Use below hashtags and handle to tweet during the webinar
@netcoresolution
#netCOREWebinar
#smartech
#marketingautomation
Please use the chat window to ask questions during the webinar
You will get an with slides and recording post webinar

3. THE AGE OF THE CUSTOMER
Customer is CONNECTED, MOBILE, SOCIAL and INFORMED…
Are easily TURNED OFF by MARKETING MISTAKES
LEAVE CLUES – A trail of digital footprints
BRAND
CUSTOMER

4. TRENDING CHANGES IN INDIAN CUSTOMER
Go to Croma, check price and buy online
Sharing homework (and more) on WhatsApp
Using Facebook almost entirely on mobile
Paying bills online
Skipping queues for all kinds of tickets
Not relying on print or TV for the news
Watching missed TV serials on YouTube
Rural Bihar listening to mobile radio

5. DIGITAL ERA LEADS TO PERSONALISED MARKETING
Hi Puja,
Thank you for stopping by our website.
Mass Marketing
Segmented Marketing
Personalised Marketing

6. WHAT ARE BRANDS LOOKING FOR?
Streamlined digital communication, automated repetitive marketing tasks and delivering relevant and personalised customer experience. … the ability to create targeted cross-channel campaigns with automated triggered workflows.
Cross-channel Automation
Data-Driven Personalisation
Unified View Of Customer

7. MULTIPLE MESSAGING CHANNELS
ONE CUSTOMER:
MULTIPLE DEVICES
MULTIPLE MESSAGING CHANNELS
SMSes
Mobile
Smart Watch s
Automated
Voice calls
Tab
ONE CUSTOMER - MULTIPLE DEVICES & MULTIPLE MESSAGING CHANNELS
• Mobile • Tablet • Laptop • Smart Watch • Smart TV
Smart TV
Push Notifications
Mobile is a Game Changer
Laptop

8. ONE CUSTOMER: MULTIPLE DIGITAL CHANNELS & EMAIL IDs
Mobile ID
Cookie
Token ID
Facebook ID
Twitter ID
Aadhar
Social
Owned
Social - Facebook, Twitter etc
Owned - Website, Mobile App
Advertising - Search, Display, Native, Video
Advertising

9. MARKETING TEAMS AND DATA ARE SPLIT

10. WHAT IS A UNIFIED VIEW OF CUSTOMER
A Unified Customer View is an aggregated, consistent and holistic representation of the data known by an organisation about its customers.
Source: Wikipedia

11. CHALLENGES IN CREATING A UNIFIED CUSTOMER VIEW
Capturing data
Customer is split in to multiple IDs
Campaigns are spread across different tools
Integrating disparate datasets
Linking different databases using a common handle

12. BENEFITS OF CREATING A UNIFIED CUSTOMER VIEW
Customer receives relevant information
Higher and better conversion rates
Understanding customer needs and preferences leading to insight
Greater life-time-value through cross-sell and up-sell
Better retention

13. CROSS-CHANNEL MESSAGING
Multi-channel works in a way where every channel is a silo
Data-driven – Based on individual customer behaviour and context
Derives Customer Preferences
Messaging channel
Language of message
Time of day
Day of week
Cross-channel Automation
Channel switching
Intelligent decisions based on customer behavior
Attribution problem
Benefits
Better Customer Experience
Cost-saving

14. THE CUSTOMER AND THE MESSAGE
Time dimension
Real-time data
Historical data (analyse past behaviour in order to better target and personalise future customer interactions)
Context
Intent
Profile
Translating intent into action

15. Use Case USE CASE 15 1. Provides Mobile number at time of purchase
netCORE Smartech
1. Provides Mobile number at time of purchase
Transactions
2. Create customer record
Profile
10. Transaction data updated in the system
9. Goes to PoS and redeems the offer
Web Activity
PoS
Customer
Customer Master
3. Send offer SMS with a link to form. Enticing Customer to submit more information
4. Clicks on link and fills up mobile form
(Fills details like , Physical address, Age etc.)
5. Profile info updated in the system
6. Goes to website and searches for LED TV
7. Does add to cart but doesn’t purchase it
in next 3 days
8. Sends offer over with a
QR code 15

16. UNIFIED VIEW OF CUSTOMER
3. Lead form, Call
Centre, SMS,
3. Customer Service
2. Engages on
Web
4. Nurtured
2. Transacts
4. Analyze
Pre-acquisition
Post-acquisition
Engage the prospect based on the digital footprint and interactions
1.Sees our ad
5. Re-engaged
1.Becomes
customer
5. Re-engaged
6. Converts
6. Converts
All customer interactions ( s, customer service centre, walk-ins) including the customer’s transactions are recorded and relevant promotions are made
Leads are acquired from multiple channels – owned, advertising, social
The entire lead data is stored against the customer details

17. USE CASE: PRE-ACQUISITION
Lead Data
1. Provides Mobile no for becoming a customer
2. Lead record is created
Transactions
Profile
7. Goes to the website and finishes the
transaction
8. Lead data is updated in the database
Web Activity
Prospect
3. However, the prospect does not get converted into a lead
4. Send s. No action from the prospect
5. Prospect himself goes to website and searches for products again
6. Send follow up SMS highlighting why the
product should be purchased

18. USE CASE: POST-ACQUISITION
Customer Data
1. Opens a trading account and is a customer
2. Customer record is created
Transactions
Profile
77.Clicks on the link and provides referral
8. Customer is given the credit points
App Activity
Customer
3. Is a regular trader
4. Send promotion s for referring others and earning credit
5. Opens the s but does not click through
6. Send follow up SMS highlighting the
benefits of the program

19. netCORE Smartech

20. Experience the Smartech demo, give a missed call on“ “
Q/A
Experience the Smartech demo, give a missed call on

21. “ “ Thank you for joining
We will the recording and slides to you soon 
Website: netcoremarketingcloud.com