Churn Prediction April 13, 2021 Estimate likelihood of customer churn using model based on CDP data. . Process: Execute model based on CDP data; store result on profile for use in CDP or other systems
Real Time Location-based Personalization April 13, 2021 Select best message in real time based on current customer location and past data. Process: Receive real time stream of visitor locations and IDs from channel system; use location to look up relevant information (e.g. local weather); use ID to find visitor’s profile in the CDP; use location plus profile to infer customer context (e.g. work, home, vacation); apply rules or predictive models to select best message using all data; send to channel system for delivery; track behavior during session and make new adjusted selections.
Agent Access to Individual Profiles April 13, 2021 Present complete customer history to call center or sales agent during interactions. Process: Receive customer ID or attributes from channel system; find customer’s profile in CDP and display selected data on agent screen.
Trigger Messages April 13, 2021 Send messages to customers based on specified actions or events. Process: Define trigger events; select customers who experience trigger event in real time or near realtime; select best message; send to delivery system.
Real Time Offer Selection April 13, 2021 Select offer for known customers in real time based on their past data. Process: Receive realtime stream of visitor behaviors and IDs from channel system; use ID to find visitor’s profile in the CDP; apply rules or predictive models to select best offer using profile data; send to channel system for delivery; track behavior during session and make adjusted selections.
Cross Sell and Upsell April 13, 2021 Select best product for known customers in real time based on their past data. Process: Receive realtime stream of visitor behaviors and IDs from channel system; use ID to find visitor’s profile in the CDP; apply rules or predictive models to select best product using profile data; send to channel system for delivery; track behavior during session and make new adjusted selections.
Reactivation Campaigns April 13, 2021 Send messages to customers who have stopped doing business or are at risk. Process: Define selection criteria drawing on behaviors in customer profile; select customers and appropriate message; send to delivery system.
Exclude Previous Buyers April 13, 2021 Remove previous buyers from campaigns for specific products. Process: Exclude customers from product campaigns based on purchases made across all channels, as captured in unified customer database.
Feature Notifications April 13, 2021 Notify customers of new features that are relevant to them. Process: Identify customers with products affected by new feature and/or whose past behavior indicates high likelihood of interest in new feature.
Abandoned Cart Campaigns April 13, 2021 Send messages to customers who abandon shopping carts and stop sending messages when no longer relevant. Process: Receive abandoned cart lists from ecommerce systems; use profile data to determine best treatment for each customer on list; send appropriate customers and offers to retargeting systems (email, mobile, social, web ads, Web site). Remove customers from list when they buy or take other action.
Personalized Message Selection April 13, 2021 Provide customer-level data to personalization system. . Process: Specify data elements to use in personalization; specify list selection criteria; create list with data elements included and send to delivery system.
Run Stream Tests April 13, 2021 Compare behaviors of customers in different long-running marketing programs. Process: Select similar sets of customers and assign to test vs control groups; execute test over time; compare behaviors at end of test.