2020年第三季度客户参与报告.docxVIP

TABLE OF CONTENTS EXECUTIVE SUMMARY INSIGHTS19 DATA-DRIVEN EXPERIENCES: RELEVANT TIME VERSUS REAL TIME 23 PLATFORM FIRST, NOT PLATFORM ONLY: GROWING PLATFORM USAGE TO ENHANCE YOUR CAPABILITIES AND RETURNS26 CASE STUDIES 30 METHODOLOGY Over the past five years, financial services organizations have invested 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 through 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 these legacy investments in a way that siloed operation didnt provide. -Paul Evers, EVP, Financial Services, MerkleFIT IS PRIMARY DECISION POINT WHILE PLANNING IS NEEDED To dig deeper into off-the-shelf preferences versus custom builds, we examined marketers9 top considerations when deciding. When asked 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-Shelf Scalability across the organization Robust features and offerings Price Client support by the vendor 27%Integration with other martech 27% Speed to start up Online platform trainingQuarterly vendor sessions ^^BNoneTraining once its readyFull change management plan Online platform training Quarterly vendor sessions ^^BNone Training once its ready Full change management plan ^avelj Media, Entertainment ，， Marketers must consider the many implications of implementing new marketing technology. Here we asked what types of planning are used when