Segment Discovery April 13, 2021 Identify sets of customers that can be usefully treated as segments. Process: Analyze customer profiles to find clusters with similar attributes or behaviors; assess potential to treat these distinctly.
Segment Assignment April 13, 2021 Tag customers who belong to previously defined segments. Process: Define segment criteria; tag customers who meet the criteria; track movement in or out of segments over time.
Life Stage Assignment April 13, 2021 Tag customers who belong to previously defined life stages. Process: Define life stage criteria; tag customers who meet the criteria; track movement in or out of life stages over time.
Find High Value Customers April 13, 2021 Identify individual customers who have returned high value. Process: Define criteria for high value customers; assemble list of customers meeting criteria
Best Customer Profiles April 13, 2021 Identify attributes common to best customers. Process: Define criteria for best customer; assemble list of customers meeting criteria; identify attributes that distinguish them from others.
Behavior Analysis April 13, 2021 Track customer actions over time. Process: Assemble timeline of customer actions; find behavior patterns by segment, purpose, outcome, etc.
Lead to Account Match April 13, 2021 Associate individuals with businesses in B2B data. Process: Ingest data; apply rules and reference data to associate each individual with a business or department master ID.
Real Time Content Recommendations April 13, 2021 Need to select content 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 content using profile data; send to channel system for delivery; track behavior during session and make adjusted selections.
Preemptive Customer Support April 13, 2021 Support costs are high and customers get frustrated when the have problems. Can help customers who need assistance before they request it. Process: Develop models to identify customers likely to need support and to select the appropriate support materials; receive stream of data on customer behavior (e.g. web pages visited, system error messages, etc.) and isolate events indicating need for support; send appropriate support messages.
Real Time Behavioral Profiling April 13, 2021 Need to classify anonymous visitors in real time based on their behaviors. Process: Receive realtime stream of anonymous visitor behavior from channel system; apply rules or predictive models to classify visitors based on behaviors and attributes; send classification to channel system to use in selecting treatments.
Retention Campaigns April 13, 2021 Need to send optimal treatments to retain existing customers. Process: Develop models to predict churn, predict responsiveness to alternative treatments, estimate future value, select best channels, select best timing, and make other choices needed to determine optimal treatment to each customer, bearing in mind that some customers will renew without an incentive and some customers are not profitable. Send instructions to delivery systems to execute.
Journey Analytics April 13, 2021 Cannot identify sequence of interactions associated with different tasks. Process: Assemble timeline of customer interactions; group by purpose or outcome; find common paths and branches.