How to guide: Run personalised experiences using CRM data with the Adobe Analytics & Target – Part 3

In the first article in this series, we looked into how to prepare your implementation for Customer Attributes or CRM data, in the second article we made the configuration and setup in the Experience Cloud as well as uploaded our first batch of CRM data.
In this third article, we will look into a few simple use-cases that every marketing should implement, that will improve user experience and the Customer Lifetime Value (CLV).

If you have followed the first two articles in this serie, you should now have imported some of your CRM data to the Experience Cloud, and have setup your subscriptions for Adobe Analytics and Adobe Target.
You are to start your personalisations adventure, but where to start?

Personalisation comes in different forms and sizes. The most simple form would be as simple as add the customer's first name when they engage with you on your site, in your app or when they opens email marketing from you. However, that won’t be the activity that will ensure high engagement with your site and your brand.

Before we continue, I’d like you to take a moment and think about why you want to run personalisation. What is it, you want to improve? What problem are you trying to solve?

Let’s pretend for a moment, that we are a online retailer. Then our reasons for running personalisation could be to increase average order size or to improve share of returning customers.

We would need to approach both cases different, so let’s start by diving into how we could approach our goal of increasing average order size.

To increase the average order size, I first think of product recommendations. Like we know it from Amazon, Zalando and many other online retailers. We have all seen recommendations like the following, where a retailer tells us that the current product fits with or are often purchased together with other specific products.

Screen Shot 2018-10-02 at 13.36.17.png

Adobe Target offers marketers to setup this type of product or content recommendations, based on historical data, customer data, Adobe’s AI & Machine learning technology, Adobe Sensei, as well as your own business rules.
If you are not already running product or content recommendation on your site, then I’m certain that just deploying Adobe’s solution using the build-in algorithmes will improve your average basket size.

The recommendation feature of Adobe Target allows you to deploy personalisation at scale, with limited resources and effort.

Another fairly simple personalisation activities, would be to prioritize content at the home page and key landing pages. If you know your customers favorite category or brand, then prioritize content related to those preferences rather than having a static homepage showing what you as a marketer would like to push right now.
You could also adjust the main navigation, based on users interest, making navigation easier on the site.

Often when I hear someone talk about personalisation and what they want to do, they see personalisation only as 1:1 communication with their customers. But there are many levels before you are up and run with 1:1 personalisation with each of your customers and prospects. You need to crawl before you can walk and walk before you can run.
My recommendation to you, would be to start out simpel. Start with some simple activities, that ensure you to quickly being able to launch and evaluate your first activity and then add on from there.

By starting out simple, you may identify gaps in your current tech stack, resources and competences and it then allows you to expand and grow slowly, launching more and more activities and seeing better and better results.

Contact us, if you are considering how to get started with personalisation or need sparring on taking the next steps.

How to guide: Run personalised experiences using CRM data with the Adobe Analytics & Target – Part 2

In the last article, we looked into what Customer Attributes are and how to prepare your Analytics implementation to benefit from them. In this article, we will go over how to enable Customer Attributes, how to upload them and how to enrich Adobe Analytics and Adobe Target, with your CRM data.

To enable Customer Attributes and start uploading CRM data to the Experience Cloud, start login to https://experiencecloud.adobe.com and click on the small product-grid-icon in the right-top corner.
All on the right, you find a column called PLATFORM, and at the bottom you click 'People'. On the next screen, click on 'Customer Attributes' in the black top-bar.
If you are here for the first time, you will have to type in your name and company, and to read and agree on the agreement to use customer attributes.

Now, click 'new' in the top of the screen and the setup wizard will start. It consists of 3 steps, first you need to name your customer attribution source and give it a description, afterwards you need to tell the system what key you want to use, to stitch your CRM & Adobe data together with and last you can make your first upload.

Before we continue with setting up the Customer Attributes source, let take a quick look at the data format for uploading to Customer Attributes.
Actually, it is pretty flexible. The only requirement to the structure of the data are, that you have a column header and it must be a .csv file and the first column must be the customer ID or key, that you use to stitch the 2 datasets together with (in this article, I called it customerId). If you need to upload a data file of 100 MB or more, you will have to upload via FTP. You can even upload the CSV file in compressed .gz or .zip format!

Below is an example of how such a CSV file could look like.

CRM data example

Before you can continue, you need a CSV file with some CRM data in.

Back in the Experience Cloud where we left before, it should look like this.

Create Customer Attribute Source in Adobe Experience Cloud

As soon as you have given your Attribution source a name and you move to the description field, the Alias ID field become editable. I call my source for 'CRM data', but you can call it anything.
In the Alias ID field, you must write them name of the key, used to stitch the two datasets. And the name must match the name of the variable you parsed into Experience Cloud ID Service in your tag manager (customerId, in my example), and that must match the name of the first column in your CRM data CSV file.

As soon as you have written the key in the Alias ID field (and click tab), the area where you can upload your file become active and you can drag and drop the file or click upload, to upload your file.

Adobe will then validate the file and create a data scheme for you. Uploading the file shown in the example above, result in this data scheme.

Validate CRM data scheme in Adobe Experience Cloud

Before clicking 'Save' we can change the Type, The name and the description of each field. I chose to change the data type for churn_risk to be a 'number' and then I give each field a pretty name and click save. 

The last step we need to take to make the data available in either Adobe Analytics or Adobe Target, are to create a subscription to the data for each of the solutions. Each solution can subscript to different parts of the CRM data you have chosen to upload. 

To create a subscription, scroll down and click 'add subscription'. Then you select the solution you want to subscript to the data, the Report Suite (if Analytics) and then the CRM data your subscription should include.
After clicking Save, you have completed the setup and first import of CRM data to the Experience cloud and are now ready to use the data in your analysis or onsite personalisation.

In the next article, we will show you how to use your new enriched data set to make onsite personalisation and improve conversions on your site or within your app.

20.000 ordrer i minuttet - Kylie Jenner’s site går ikke ned på Black Friday

I peak-perioder håndterer Kylie Cosmetics 20.000 ordrer - vel og mærke i minuttet - uden at gå ned. Har du haft problemer med nedetid i peaks eller performance problemer, kan du måske lære af hendes setup.

I maj mødte vi Kylie Jenners ecommerce team i Canada og blev behørigt imponerede over de volumer den formentlig snart yngste dollar-milliardær nogensinde håndterer på sin ecommerce-platform.

kyliejenner.jpg

Ikke alle har privilegiet af en kvart milliard followers på sociale netværker, men måden Kylie sælger sine produkter online og på sociale medier kan de fleste vækstbrands lade sig inspirere af:

  • Først og fremmest har hun placeret sin e-handelsforretning på verdens største ecommerce cloud (Shopify Plus). Det sikrer at sitet ikke går ned og de ikke skal bekymre sig om IT hosting, kodevedligehold, opgraderinger o.lign. I stedet kan de fokusere på at drive deres forretning, bl.a. ved at automatisere kampagner og designs, så alt flyder automatisk på dagen. En bekymring mindre i forhold til den kommende Black Friday.

  • Dernæst bruger hun mange af de integrerede løsninger for social og market place selling. Find hende f.eks. på Amazon eller Instagram, som er default ecommerce understøttet af Shopify Plus, lige som Pinterest, Etsy, Ebay, Houzz og flere andre også er.

  • Uden at have et fuldt butiksnet har Kylie etableret fysisk tilstedeværelse via pop-up stores. Igen er POS en integreret del af Shopify Plus, så der ikke kræves IT udvikling for at lancere pop-up storen. Pop-up storen blev sat op på mindre end 1 måned og gav hende 25.000 besøgende i butikken.

Læs mere om Kylie Jenner hos Shopify Plus

Kontakt os hvis du hvis du vil vide mere om hvordan du kan lave e-commerce på en ny måde med Shopify Plus.

Google adds personalisation feature to Google Optimize

Last week Google announced a new feature in Google Optimize. Since the product was launched, marketers have only been able to set up various forms of testing. With the release last week, marketers can now use Google Optimize to drive onsite personalisation like we know it from similar tools like Adobe Target and Optimizly.

Personalisation are different from the typical A/B test, where you are trying to find the best performing version of a page. Personalisation are giving a specific target group a specific experience. An example could be, that you want to treat customers and prospects different on your site, when they land on your home page. Existing customers, should not be shown your promo, targeted at new customers, instead they should see some other content helping them to get more out of their current subscription. Or if you are a retailer, you may want to show different offers to different visitors, based on how their behaviour on your site has been in the past. In both cases, Google Optimize can help you drive a more personal experience to your customers and prospects, helping you to improve your conversion rate and customer lifetime value.

When setting up personal experiences in Google Optimize, you simply build a target group based on one or more rules. Examples include: GEO location, device type, cookies, data layer variables, URL, query strings, Google Ads or a audience from Google Analytics (requires Optimize 360). At the same time, you can enable that data from your personalised experience, to be sent to Google Analytics, allowing you to analyse and optimise after launching a personalised experience. You have properly already launched multiple A/B tests, and with this new feature added you can turn a winning variant into a personalised experience in a few clicks. Simply find the winning variant you want to launch as a personalized experience and click on the menu-button for it, and click ‘Create personalization’.
From here, you can choose to make additional changes or simply deploy it as is, for a specific target group.

Are you interested see how personalisation and testing can improve your eCommerce, then contact us for more information.

How to: Run personalised experiences using CRM data with the Adobe Analytics & Target – Part 1

Your customers expect a personalised experience when they engage with you. They want personalisation on your website, in your mobile app, when they call your call-centre, recieve mails or push notifications from you, visit your store, or see your digital ads.

Delivering a personalised experience, means you need to know your customers, and you do know your customers.
Your Analytics platform tells you how they navigate on your website and in your app. Your CRM system can give you their name, address, purchasing history and show you what marketing permissions they have opted into. And you probably have a few more systems, storing data about each one of your customers. But it is a siloed picture you have of each customer, unless you integrate the different datasets with one another. With Adobe Experience Cloud, integrating CRM data with your web and mobile analytics data is easy, thanks to Adobe's People Core Service. All of Adobe's tools such as Analytics, Target, Audience Manager and Campaign integrates via Adobe’s People Core Service, allows you to not only use the CRM data in your analysis, but also enables you to actively use it to drive omnichannel personalisation!

It may sound like a complicated operation, but it is in fact simple, and can be done in the following 3 steps.

  1. Send the customer ID/anonymized key to Adobe Experience Cloud ID Service

  2. Extract required CRM data into a CSV file or similar

  3. Activate Customer Attributes, via the web-interface on experiencecloud.adobe.com

You may already have a customer ID or login ID in your data layer object, like in the example below where 'customerId' holds a unique and anonymised customer ID for a logged in user.

CRM data and data layer object

And you may already send this data to Adobe Analytics or Adobe Target, but in order to use Customer Attributes, you must send the customer ID to Experience Cloud Visitor ID Service aswell. It is easily done from your Tag Manager, where you simply add it to the tool itself, like in the picture below, where we take the data layer element 'customerId' and send to Experience Cloud ID Service, naming it 'customerId'. It can be named anything, but its name must be the same as the name of the column holding the CRM key in your upload. After proper testing and then releasing the changes, your logged in customer IDs are collected.

Send in Customer CRM ID to Adobe Experience Cloud

Before enabling and uploading your CRM data, lets go over the basics of Customer Attributes and why they might be useful to you.

Your CRM system holds a lot vital information about each one of your customers. Data that will help you as a marketer, to deliver a better experience and targeted content to each customer. In your CRM you may have access to your customers full purchase & return history, a scoring of how profitable each customer is, what their risk of churn are (if you have any subscription-based services), the next best product or service they are most likely to buy and so forth. Vital and confidential data, that you need, to personalise the experience but also data that you don’t necessarily want to expose in your data layer object, so it is visible for the customer visiting the website. It is here, that Customer Attributes comes in handy, as they don't get their data from code deployed to your website, but from CSV files uploaded to an FTP server or via the Experience Cloud web-interface by you. Customer Attributes are quite flexible. You can upload CRM data for customers, before they have ever been on the website, and you can update and change (retrospective) data for customers who are already active on your site or in your apps.

In the next part, I will describe how to enable, upload and activate Customer Attributes and CRM data within the Adobe Experience Cloud.