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1、TABLE OF CONTENTS3 EXECUTIVE SUMMARY4 INSIGHTS19 DATA-DRIVEN EXPERIENCES: RELEVANT TIME VERSUS REAL TIME23 PLATFORM FIRST, NOT PLATFORM ONLY: GROWING PLATFORM USAGE TO ENHANCE YOUR CAPABILITIES AND RETURNS26 CASE STUDIES30 METHODOLOGYOver the past five years, financial services organizations have in
2、vested in best of breedJ channel platforms to enable everything from personalization of the digital experience to optimization of engagement in human facilitated channels, such as branch and contact centers. Over the past two years, we have seen an increase in the integration of these platforms thro
3、ugh CDP and decisioning capabilities that allow for the activation of a centralized audience strategy, enterprise targeting frameworks, and cross-channel customer interaction. This integration is leading to the optimization of the total customer experience and generation of significant return on the
4、se legacy investments in a way that siloed operation didnt provide.-Paul Evers, EVP, Financial Services, MerkleFIT IS PRIMARY DECISION POINT WHILE PLANNING IS NEEDEDTo dig deeper into off-the-shelf preferences versus custom builds, we examined marketers9 top considerations when deciding. When asked
5、to select their top two considerations, respondents chose scalability across the organization and robust features and offerings most often (at 45 percent and 41 percent of respondents, respectively).Top Considerations for Custom vs. Off-the-ShelfScalability across the organizationRobust features and
6、 offeringsPriceClient support by the vendor27%Integration with other martechSpeed to start upOnline platform trainingQuarterly vendor sessions BNoneTraining once its readyFull change management planavelj Media, & Entertainment，Marketers must consider the many implications of implementing new marketi
7、ng technology. Here we asked what types of planning are used when adopting a new platform. Overall, marketers most often selected “Full change management plan and “Training once its ready丁 The chart below shows that insurance and nonprofit groups were leaders across those categories.New Platform Ado
8、ption Planning by IndustryTM&E*Retail Consumer GoodsOtherNonprofitInsuranceHigh-TechHealthFinancialEveryone understands that decisions about martech investments havefar-reaching consequences for the ability of marketing to deliver thedesired client experience and business outcomes. However, regardle
9、ssof whether youre building a custom platform or buying one off the shelf, competing priorities make tight stakeholder alignment anessential ingredient for ultimate success.-Aaron Tellier, EVP, Insurance & Wealth Management, MerkleAdditionally, we asked marketers to share how widely their most recen
10、t platform integration was adopted within their organization. Overall, we see about 77 percent of all respondents reporting active communities. When looking at the industry lens, the high-tech and retail and consumer packaged goods groups show the strongest adoption breadth, while the nonprofit grou
11、p sees limited access.Marketing Platform Adoption by IndustryAll user capabilities and communitiesUser communities are activeAccess is limitedC ? The platform is not used consistently*Travel, Media, & Entertainmentthe high-tech industry, we have seen early adoption of marketing technology platforms.
12、 However, we do still see many customers struggling with orchestration across the platform, where not all users are incorporated into the same platform. In many cases, the infrastructure is in place, but there is a heavy lift for cross-organization integration. Even with the highest response rate, o
13、nly 50 percent of high-tech companies feel they have all user groups integrated across the platform.-Mark Engelke, SVP, High Tech, MerkleMARKETERS RECOGNIZE IMPORTANCE OF REAL-TIME DATAIn the next section, we explore the idea of real-time data processing. Namely, how important is real time to market
14、ers and what Mreal time55 really means. Below we see that 90 percent of respondents rated real-time datas importance as a four or a five on a scale from one to five.Real-Time Data Processing ImportanceBelow, we break down real-time data importance by company revenue size and see that more mature com
15、panies recognize its importance a bit more than less mature companies.Real-Time Data Processing Importance by Revenue74%12345$100M-$499M$500M-$999M$1 billion or moreNext, we try to understand the true meaning of “real time“ by getting marketers9 views on the right timing for relevant data. Responden
16、ts selected “In minutes most often (38%), with just 25 percent selecting “In milliseconds the quickest turnaround.What is the right latency for data delivery/availability for relevancy?When looking at the company size groupings below, we see that companies with higher annual revenue are most concern
17、ed with getting data fast (in milliseconds) but also the slowest latency (several hours). These companies could be more familiar with the idea of relevant time” as opposed to real time.Relevant Data Delivery/Availability Timing By Annual Revenue$100M-$499M$100M-$499M$500M-$999M$1 billion or moreREAL
18、TIME DATA ONLY PARTIALLY LEVERAGED WITHA FOCUS ON REPORTINGIn evaluating marketers9 focus on real-time data, we also reviewed their current capabilities in using real-time data in their marketing programs. Here we see a slight underutilization of real-time data and a disconnect between its importanc
19、e and usage among marketers. Just 26 percent of marketers say MWe have a distributed streaming platform leveraged throughout the enterprise.99Current Data Processing CapabilitiesWe are all batch basedWe have a small number of homegrown or off-the-shelf applications exposed to users/consumersWe make
20、some decisions in some channels in real time based on access to behaviors in real timeWe provide API access to a central customer profileWe have a distributed streaming platform leveraged throughout the enterprise6.5%30.75%2575%HResponses show that UK marketers are lagging behind US marketers in dat
21、a processing capabilities, with the largest portion of UK marketers identifying in the middle of the progression by making some decisions in real time. US marketers equally, at 30 percent each, either “provide API access to a central customer profile99 or “have a distributed streaming platform lever
22、aged throughout the enterprise99 more often.Current Data Processing Capabilities by Regioncustomer profilechannels in real time based on access to behaviors in real timehomegrown or off- the-shelf applications exposed to users/ consumersstreaming platform leveraged throughout the enterpriseUSFinally
23、, we asked marketers to rank use cases for real-time data based on their priority. Here we see decisioning/next best action and reports/dashboards getting the most first-place votes, while triggered communications and predictive model score the most sixth-place votes. Again, here we make the case fo
24、r a move to more “relevant time“ when real time might be too quick or invasive for some consumers.Real Time Use Case RankingsAs technology platforms continue to evolve, and brands become more mature and sophisticated in their technology implementations, orchestration is required across many aspects
25、of an organization, given the varying needs and use cases of different departments. For many marketers in the consumer goods space, change management is a constant requirement, especially as these marketers shift from a siloed, product-centric approach to a more personalized, consumer-centric approa
26、ch.-Anne-Marie Schaffer, EVP, Retail, MerkleMARKETERS CONTENT WITH TECH BUT MAY NOT USE FULL REALTIME CAPABILITIESThis report examines marketing technology adoption and usage to reveal if marketers are getting the most out of the platforms they use and to see how marketers view the importance of rea
27、l-time data. Through this exploration, we discovered a few interesting aspects of the current landscape: Marketers are generally happy with their platforms - around 90 percent of our respondents indicated that recent martech purchases have met their needs and are delivering omni-channel experiences
28、with 78 percent realizing the expected ROI from these platforms. Value may be tied more to use cases than ROI - marketers may be associating the value of martech with the features and scalability versus ROI, which met expectations at a lower percentage than that of meeting the needs of marketers. Ve
29、ry few use real-time data across the board - just 26 percent of respondents have a distributed streaming platform leveraged throughout the enterprise, yet most recognize its importance in delivering exceptional customer experiences.While marketers are mostly content with their marketing technology i
30、mplementations, we see room to improve on how these platforms optimize customer experiences. Additionally, real-time data still has some catching up to do. Our Q1 2019 Customer Engagement Report showed that most marketers skew toward pre-defined personalization rather than real-time. However; our re
31、cent findings post COVID-19 indicate a trend towards a more relevant-time approach.CRAIG HOWARDVice President, Technology Architect, MerkleDelivering the right content at the right time has always been a focus for marketers when approaching messaging and experience creation through content. Incorpor
32、ating context into the experience is paramount if the experience is to be meaningful and helpful. The vision that most marketers have is to create this kind of relevant experience in the moment, as real-time marketing.Real-time marketing attempts to react to customers9 needs at any touchpoint and is
33、 informed by an up-to- date understanding of the customers profile, behaviors, intent, and goals. The concept of real time is often used broadly as a requirement without truly understanding all the pieces and parts necessary to achieve real-time execution.The strategy, coordination, organization, an
34、d data processing required to realize a real-time vision is a daunting problem to solve for any organization. However approaching the need pragmatically, considering relevance not only in the experiences we create, but in the timing necessary to enable the right experience, shifts our thinking to th
35、e concept of relevant time, instead of real time.Relevant time must be considered and defined specific to the detection, interpretation, and action that satisfy the needs of the organization, as well as the needs of the customer Relevant time becomes the approach that is achievable and cost effectiv
36、e for the organization while still creating value for the customerWHAT IS REAL TIME?Real time implies no delay. No delay in detection, interpretation, and action. Marketers are obsessed with right message, right person, right time. With minimal delays, this goal is not only achievable, but also more
37、 meaningful and valuable to both the brand and the consumer.In today/s modern customer experience technology ecosystem, one of the biggest challenges is integrating the many technology platforms so that they can effectively communicate and collaborate. Event-based architectures enable this collabora
38、tion, and in real time.DETECTIONIn order to react to a moment, you must first understand the moment in which you need to act. Consumer recognition is the most important barrier to break through if anything meaningful is to happen in real time. Determining who you are conversing with in that moment r
39、equires real-time identity resolution capabilities, based on the information that the person is providing in the moment, either explicitly or not.It is equally important to detect the reason behind the moment, or the event that has occurred that creates the moment for the brand to continue its conve
40、rsation with the consumer. Typically, the conversation is continuing because a specified behavior has been detected. Clicking through a message or ad impression, phoning with a service need, or visiting a website are all consumer-initiated behaviors that can be captured.Whats critical is that these
41、behaviors are distributed and consumed throughout the ecosystem. Todays modern platforms leverage event-based architectures, which enable the production, detection, consumption of, and reaction to events. In todays modern customer experience technology ecosystem, one of the biggest challenges is int
42、egrating the many technology platforms so that they can effectively communicate and collaborate. Event-based architectures enable this collaboration, and in real time.INTERPRETATIONAfter building an understanding of the moment (Who is the organization having a discussion with? Why now? And what has
43、the discussion been about?), the next step is what to do about it. Real-time interpretation includes updating a customers profile and refreshing the audience or segment assignments for that customer.Interpretation can also mean applying an in-line analytic model in real time to optimize the experien
44、ce based on recent behaviors in determining the next best play to run for that customer Data visualization through reports and dashboards can be beneficial to the organization. But they need to be continually updated as new events are detected to allow for the organization to react to trends as user
45、s interact in channel or as transactions are occurring.EXECUTIVE SUMMARYFor a successful marketing strategy, you need a successful data strategy. Meet the “modern platform,As COVID-19 relentlessly impacts organizations and consumers into the second half of 2020, marketers are continuing to evolve ho
46、w they deliver consumer experiences. As consumers become increasingly digital and demand timelier and more relevant brand interactions, the need for modern marketing technology powered by first-party data has grown.A modern platform allows brands to adjust to the speed of todays business, meet consu
47、mers9 ever-changing demands, as well as fail fast to learn and optimize even faster. Past Merkle Customer Engagement Reports explored the fundamental concepts behind the modern platform: cloud technology, operationalizing data, customer journeys, multi-channel marketing, automation and efficiency, i
48、dentity, organizational change, and measurement acceleration.In the following pages, we dive further into concepts that fuel the modern platform. We explore the importance of relevant time and the hurdles to solve in order to make this a reality. Our research found that only 26 percent of marketers
49、say they have a distributed streaming platform to leverage real-time data throughout the enterprise, yet 90 percent acknowledge its importance in delivering the customer experience.We also discuss the idea of the platform-first mentality. Our survey this quarter reflects a change in marketer purchase behavior with mos