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SELLIGENT
MARKETING
CLOUD
MAXIMIZE EVERY
MOMENT
Pablo Rueda Salgado, Head of Partnerships, Iberia
pablo.rueda@selligent.com
About Selligent Marketing Cloud
Partner
First
Gartner
&
Forrester
500
employees
900 brands
ISO 27001
ISO 27018
GDPR
Since ...
Site
Enhance Selligent profiles with web behavior.
Personalized web experiences.
Consumer Intelligence
Universal Profile
A...
What could you do with Selligent marketing cloud?
A LOOK AT HOW WE POWER
EXPERIENCES
S O P H I A : T H E H E R O O F O U R S TO RY TO D AY
New car insurance
SOPHIA IS NOW
VISITING HAPPY
INSURANCE WEBSITE.
SCREEN SHOT OF SITE IN
ACTION
Behavior
• Explores different car
Insurance ...
SOPHIA IS NOW
VISITING HAPPY
INSURANCE WEBSITE.
SCREEN SHOT OF SITE IN
ACTION
Behavior
• Explores different car
Insurance ...
A COUPLE OF WEEKS LATER
SOPHIA IS SHOWN
A CUSTOM HOME
• Site in action
• Pre-defined segmentation matched to
offers
DETECTING
REAL
INTEREST
CONNECTING THE CUSTOMER EXPERIENCE
SURFACE CRITICAL MARKETING DETAIL TO SERVICE AGENTS
• Surface customer journey, interes...
TIME PASSES...
…AND SOPHIA
BUYS A NEW
HOME, AND THE
CYCLE STARTS
AGAIN.
“
6. Execution and development
Barriers of implementing a CRM Project
WHAT ARE THE MAIN INTERNAL PROBLEMS WHEN IMPLEMENTING ...
6. Execution and development
5,4
44,6
47,8
53,3
56,5
60,9
71,7
92,4
0 25 50 75 100
OTHER CHANNELS
TELEMARKETING
OFFLINE DI...
6. Execution and development
2,2
2,2
9,8
63,0
76,1
88,0
95,7
0 25 50 75 100
DK/NA
OTHER DATA
CUSTOMER PURCHASE FILE
DATA O...
6. Execution and development
75,0
25,0
YES NO
DO YOU PERSONALISE THE COMMUNICATION TO EACH USER DEPENDING ON THE
INFORMATI...
6. Execution and development
7,2
37,6
47,8
5,7
[ON A SCALE OF 0 TO 10 POINTS] WHAT LEVEL OF PERSONALISATION WOULD
YOU SAY ...
“Una oferta personalizada en 24 horas.”
“Espero recibir un
descuento
personalizado en 24
horas después de
identificarme”
5...
“
”
“ESPERAS QUE TODAS LAS
MARCAS ALCANCEN LOS
ESTÁNDARES A LOS QUE UNO SE
ACOSTUMBRA CON COMPAÑÍAS
COMO AMAZON. Y NO TE
C...
DEMO
Selligent insurance (Marketing automation) Good Rebels
Selligent insurance (Marketing automation) Good Rebels
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Selligent insurance (Marketing automation) Good Rebels

  1. 1. SELLIGENT MARKETING CLOUD MAXIMIZE EVERY MOMENT Pablo Rueda Salgado, Head of Partnerships, Iberia pablo.rueda@selligent.com
  2. 2. About Selligent Marketing Cloud Partner First Gartner & Forrester 500 employees 900 brands ISO 27001 ISO 27018 GDPR Since 1990
  3. 3. Site Enhance Selligent profiles with web behavior. Personalized web experiences. Consumer Intelligence Universal Profile Access and update individual records. Analyze consumers & behavior. CHANNEL EXECUTION CONSUMER DATA Cortex Real-time decisioning EMAIL SMS DM WEB SOCIALIN-STORE PUSH CALL Easily create and manage content. Coordinate and execute omnichannel Journeys.
  4. 4. What could you do with Selligent marketing cloud?
  5. 5. A LOOK AT HOW WE POWER EXPERIENCES
  6. 6. S O P H I A : T H E H E R O O F O U R S TO RY TO D AY
  7. 7. New car insurance
  8. 8. SOPHIA IS NOW VISITING HAPPY INSURANCE WEBSITE. SCREEN SHOT OF SITE IN ACTION Behavior • Explores different car Insurance offers • Click behavior collected in the background via Site
  9. 9. SOPHIA IS NOW VISITING HAPPY INSURANCE WEBSITE. SCREEN SHOT OF SITE IN ACTION Behavior • Explores different car Insurance offers • Click behavior collected in the background via Site SOPHIA IS NOW VISITING HAPPY HOTELS WEBSITE. Discovery area • Present some articles in line with Editorial Slant of The Chronicle • Most READ articles & most TRENDY articles SCREEN SHOT OF SITE IN ACTION SEARCH TERM New car insurance CHANNEL Website SEGMENT Car M A R K E T E R ' S V I E W CAR INSURANCE
  10. 10. A COUPLE OF WEEKS LATER
  11. 11. SOPHIA IS SHOWN A CUSTOM HOME • Site in action • Pre-defined segmentation matched to offers
  12. 12. DETECTING REAL INTEREST
  13. 13. CONNECTING THE CUSTOMER EXPERIENCE SURFACE CRITICAL MARKETING DETAIL TO SERVICE AGENTS • Surface customer journey, interest, and next best offer data from Selligent to Service Agents • Deliver consistency in message & offer to consumers Customer Service Desktop Interests Interactions Journeys Offers Family vacation package to Aruba 50% OFF Family Stingray excursion
  14. 14. TIME PASSES...
  15. 15. …AND SOPHIA BUYS A NEW HOME, AND THE CYCLE STARTS AGAIN.
  16. 16.
  17. 17. 6. Execution and development Barriers of implementing a CRM Project WHAT ARE THE MAIN INTERNAL PROBLEMS WHEN IMPLEMENTING A CRM PROJECT? CLOSED-ENDED question Basis: BRANDS and AGENTS ‘THAT CARRY OUT CRM’ interviewed in 2018 (102). Data in percentages (%) 4,9 4,9 9,8 12,7 13,7 21,6 25,5 8,8 4,9 4,9 13,7 18,6 12,7 13,7 17,6 10,8 2,9 7,8 10,8 8,8 13,7 8,8 12,7 17,6 0 25 50 75 FIRST POSITION SECOND POSITION THIRD POSITION DATA INTEGRATION COSTS CHANGE MANAGEMENT TIME MANAGEMENT TECHNOLOGY LACK OF DATA SPECIALIST PROFILES INTERNAL COMMUNICATION I CAN'T FIND AN ADEQUATE PARTNER INFORMATION SECURITY
  18. 18. 6. Execution and development 5,4 44,6 47,8 53,3 56,5 60,9 71,7 92,4 0 25 50 75 100 OTHER CHANNELS TELEMARKETING OFFLINE DIRECT MARKETING DIGITAL PERSONALISATION ACTIONS IN DIGITAL MEDIA SOCIAL MEDIA MOBILE NEWSLETTER CLOSED-ENDED question Basis: BRANDS ‘THAT CARRY OUT CRM’ interviewed in 2018 (92). Data in percentages (%) (4.3 communication channels mentioned on average) WHAT ARE THE COMMUNICATION CHANNELS OF YOUR CRM? Communication with consumers
  19. 19. 6. Execution and development 2,2 2,2 9,8 63,0 76,1 88,0 95,7 0 25 50 75 100 DK/NA OTHER DATA CUSTOMER PURCHASE FILE DATA ON INTERESTS/BEHAVIOURS SOCIO-DEMOGRAPHIC DATA TELEPHONE NUMBER E-MAIL CLOSED-ENDED question Basis: BRANDS ‘THAT CARRY OUT CRM’ interviewed in 2018 (92). Data in percentages (%) (3.4 data types mentioned on average) WHAT LEVEL OF INFORMATION DO YOU STORE IN YOUR DATABASE ABOUT YOUR CUSTOMERS? Communication with consumers
  20. 20. 6. Execution and development 75,0 25,0 YES NO DO YOU PERSONALISE THE COMMUNICATION TO EACH USER DEPENDING ON THE INFORMATION YOU HAVE ON THEM IN YOUR CRM? 3 out of 4 brands personalise their CRM campaigns... 6. Execution and development Personalisation CLOSED-ENDED question Basis: BRANDS ‘THAT CARRY OUT CRM’ interviewed in 2018 (92). Data in percentages (%)
  21. 21. 6. Execution and development 7,2 37,6 47,8 5,7 [ON A SCALE OF 0 TO 10 POINTS] WHAT LEVEL OF PERSONALISATION WOULD YOU SAY YOU PERFORM ON YOUR CUSTOMERS THANKS TO CRM? … but the level of personalisation is moderate (6.3 points on a scale of 0-10 points). 6. Execution and development CLOSED-ENDED question Basis: BRANDS ‘THAT PERSONALISE’ interviewed in 2018 (69). Data in percentages (%) AVERAGE (0-10) 6.3 POINTS n HABITS LEVEL 4 (9-10 POINTS) n EXTERNAL FACTORS LEVEL 3 (7-8 POINTS) n LIKES-BEHAVIOURS LEVEL 2 (4-6 POINTS) n BASIC DATA LEVEL 1 (0-3 POINTS) n DK/NA Personalisation
  22. 22. “Una oferta personalizada en 24 horas.” “Espero recibir un descuento personalizado en 24 horas después de identificarme” 54%de los consumidores P U N TO S C L AV E S O B R E E L C O N S U M I D O R “ E N T I T L E D ”
  23. 23. “ ” “ESPERAS QUE TODAS LAS MARCAS ALCANCEN LOS ESTÁNDARES A LOS QUE UNO SE ACOSTUMBRA CON COMPAÑÍAS COMO AMAZON. Y NO TE CONFORMAS CON MENOS. Will Financial Counselor London
  24. 24. DEMO

Evento marketing automation para el sector asegurador en Good Rebels (Selligent)

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