Dear Reader,

Consider for a moment just how connected consumers are today. Its rare that the average U.S. adult isnt within arms-reach of virtually any information they desire whether accessed via their phone, tablet, laptop, or PC. This reality creates a great challenge to marketers tasked with keeping up on consumer engagement and preferences. But, with great challenges come great opportunities. In the case of the hyperconnected consumer, the great opportunity is in the data. Today, we can gather more information than ever to inform our decisions about how we market to these consumers. And thats why data is at the heart of what we do. iGoDigital, an ExactTarget company, personalizes the user experience across channels by collecting data about your customers and using it to deliver content that is tailored to each individual. Today that content comes in the form of personalized product recommendations, recommendations in email, triggered messages, guided selling tools, and guided search. The end goal of personalization is to deliver the right content, to the right person, at the right time, via the right channel. Our customers realize the benefit of cross-selling and upselling by adding product and content recommendations to their websites and marketing efforts. Adding automated personalization to the equation ups the ante. Using the Customer Intelligence Engine (CIE), iGoDigitals Personalized Recommendation Platform analyzes individual browser behavior, wisdom of crowds, and individual product, service, and content attributes to determine the most relevant products and content for each unique site userin real time. Today, thanks to the nearubiquity of the mobile Internet and the hyperconnectivity of the modern consumer, were flush with the data that takes personalization to a new level. In this paper, well illustrate the power of personalization to a hyperconnected consumer and how marketers can leverage that power to create profit. Enjoy the journey!

Sincerely,
Eric Tobias VP of Web Products, ExactTarget President & Founder, iGoDigital

We've helped 8 of the top 10 Online Retailers to personalize 1:1 interactions across channels.

Executive Summary
The rapid growth of personal technology that consumers are using to engage is staggering. Consider that, according to Pew Research, two years ago just 33% of U.S. adults owned a smart phone. By the end of 2012 that percentage ballooned to 50%, and the figure skyrockets to nearly 70% of adults in households earning more than $75,000. Forrester reports that 84% of U.S. adults use the internet daily, up from a mere 43% at the turn of the century. The near-ubiquity of digital devices and internet access, coupled with the sophistication of the technology and applications that make them so pleasant to use, has spawned a new age for digital marketers. While consumers adoption of digital devices and growing internet usage might not be surprising, the rate at which consumers are leveraging digital channels as shopping tools certainly is. Depending on the source, experts estimate that anywhere between 60% and 90% of in-store purchases are influenced by the web. Nielsen says 81% of consumers regularly research products online, 83% actively shop online, and nearly 70% have purchased online. Mobile shopping stats are catching up quickly; in 2012, ComScore reported that 4 out of 5 consumers use their smart phones to assist them while shopping. Never before has the consumer been so easily connected to and influenced from virtually anywhere. Andthanks to the hyperconnected nature in which consumers are now shoppingnever before has the reality of a one-to-one, personal relationship with consumers been so close to reach. In this paper, well illustrate the specific, personalized opportunities this new age of hyperconnectivity creates for brand marketers, by taking a journey with the new consumer as she navigates her path-to-purchase. In our example, well highlight many of the opportunities the modern consumer gives us to collect informationinformation that helps us guide, inform, and influence her purchase decisions while maximizing her perception of the value she receives.

THE HYPERCONNECTED CONSUMER

Meet Stacie; The Hyperconnected Consumer

Stacie is a 31-year-old, married mother of two who is an elementary school teacher, avid foodie and aspiring chef. Stacie is also extremely socially active on a variety of networks. Stacie is a millennial, a member of the next great force in global consumerism, a generation with a unique distinction; its the largest in world history. Stacie owns a smart phone, and much like her generational counterparts, she uses it. In fact, she uses it a lot. She considers her phone an extension of herself; it provides access to her personal and professional management applications, a source of entertainment, a gateway to Facebook and Google, and a direct link to her friends and family. Stacie also likes to shop and she has the means to do so regularly. In stores, on her PC, or on her phone; it doesnt matter to Stacie. She is the crosschannel marketers target consumer.

Stacie
4

THE HYPERCONNECTED CONSUMER

Engaging With Stacie, On Stacies Terms

Stacie recently decided to make cookies for her fourth-grade class endof-year celebration. She needed a cookie cutter, but not just any cookie cutter. Stacie needed a special cookie cutter representing summer break. She knew where to lookCookCouture offers the most unique selection of cooking and bake ware shes seen, one reason shes such a fan. She likes CookCouture on Facebook and shes been receiving its catalog for some time now, but she hasnt yet subscribed for email promotions. Stacie clicks on the CookCouture site in the bookmarks saved on her laptop.

CookCouture
Web Recommendations
Using its keyword-driven recommendations tool, the CookCouture site narrows Stacies search for summertime cookie cutters down to the brands perfect matches. She decides on a beach-themed set, and within a few clicks the purchase is made. In traditional marketing, thats the goalthe sale has been madeend of story. In Stacies hyperconnected world, on the other hand, the brand relationship has only just begun.

Social Capture/Opt-In Promotions

Stacie is excited when her package arrives a few days later. Shes equally excited to see that CookCouture has included a sweepstakes contest invitation in the box, giving her a chance to win a unique cookbook every month for a year. She sits down at her laptop and enters the URL on the card, which redirects her to the contests Facebook page. There, she enters the contest and opts in to receive promotional emails, assuring her shell be among the first to hear about similar offers.

stacie@portland.net Opt-in

Enter

THE HYPERCONNECTED CONSUMER

Engaging With Stacie, On Stacies Terms

Web Customization Through Guided Selling

Upon receipt of her email address, the CookCouture Facebook page redirects Stacie to its site. Specifically, shes redirected to a cookbook-specific landing page, where a guided selling tool invites Stacie to explore the retailers selection of cookbooks by asking her questions about her favorite cuisine, how much time she spends cooking, and how much she expects to spend on a typical meal. As she browses the results, CookCouture uses guided selling tools to suggest cookbooks similar to the ones shes browsing. She places a book in her shopping cart, but becomes distracted by her son and doesnt complete the purchase.

Triggered Email and Remarketing

Recommendations

The next day, Stacie checks her email while on her lunch break at work. Her inbox contains a message from CookCouturetriggered by yesterdays visit complete with a promo code inviting her to enjoy a 10% discount on the cookbook she abandoned in her shopping cart the previous day. That offer seals the deal, and Stacie decides shes going to buy the cookbook at the CookCouture store on her way home from work.

THE HYPERCONNECTED CONSUMER

Engaging With Stacie, On Stacies Terms

Mobile, Social Interaction
Unfortunately, Stacie accidentally deletes the email containing the CookCouture promo code. Now shes on the go, so she uses her smart phone and social media to connect to the brand. I accidentally deleted my coupon, she tweets. Can you help? Promptly, the coupon is resent to Stacies email.

Mobile, In-Store Interaction

On her way home from work, Stacie swings by the store to cash in her promo code on the cookbook recommendation. At the checkout, she requests that an eReceipt be sent to her smart phone. The eReceipt contains a bounce-back offer with upsell opportunities on complementary products from CookCouturesimilar cookbooks and utensils commonly used to prepare the dishes featured in the book Stacie just purchased.

THE HYPERCONNECTED CONSUMER

Engaging With Stacie, On Stacies Terms

Stacie Smiths Pro ile

r w you Revie chase pur

t + Fas Fresh ing Cook

Email Personalization
About a week after Stacies purchase, she receives an automated email from CookCouture inviting her to rate and review the cookbook she bought. Seven days later, another automated email invites her to join the retailers Cookbook Club. She joins, and adds her mobile phone number to receive alerts about local Cookbook Club events.

Mobile Promotion

CookCouture
vent k Club E Cookboo Flanders & at NW23 m4 . bit.ly/a3 this Friday

Now Stacie can receive personalized updates about local events via SMS or email, whichever she prefers. This entire chain of events began with a single engagement, on which CookCouture was able to build the beginnings of a long, intimate, and profitable relationship with Stacie.

THE HYPERCONNECTED CONSUMER

Personalization Strategies and Best Practices that Tie Channels Together

Its not enough that Stacie has the technology tools to stay connected and knows how to use them. From the point of purchase and throughout her lifecycle as a CookCouture customer, Stacies multi-touchpoint engagement with the brand is dependent on its ability to maintain those connections through personalization. That personalization is illustrated in the marketers ability to guide and recommend, but its also illustrated by the manner in which the brand approaches and engages Stacie across channels, based on observation of the touchpoints she chooses on her path to purchase. In marketing, personalization and relevance isnt a channel-specific exercise. To truly connect with consumers and drive continual engagement with them, channel-specific silos of consumer data have to be eliminated and the information they store must be connected.

stacie@portland.net Opt-in

Enter

r w you Revie chase pur

+ Fast Fresh ng Cooki

Stacie Smiths Pro ile

CookCouture
t Club Even Cookbook Flanders & at NW23 3m4 y. bit.ly/a ida Fr is th

THE HYPERCONNECTED CONSUMER

Leveraging the Building Blocks of Personalization

The building blocks of personalized marketing are rooted in customer data and the tools that help marketers take action on the information they gather. Only though efficient and logical data collection and processing can marketers create truly 1:1 consumer relationships. These building blocks include: 1. The collection and identification of all customer and product data sources 2. The aggregation of that data 3. The action plan 4. The continuity of personalization

Only though efficient and logical data collection and processing can marketers create truly 1:1 consumer relationships.

Identify all data sources

Aggregate data

Plan

Personalize

Lets look at each of these building blocks in a little more detail.

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THE HYPERCONNECTED CONSUMER

Leveraging the Building Blocks of Personalization

Collection and Identification: The Data That Drives Personalization
In the example illustrated above, CookCouture creates several invitations to learn more about Stacie every time she interacts with the brand. Whether in a shopping session on her laptop or her mobile phone, through product delivery and social media, or in its call center and stores, CookCouture is constantly collecting both explicit data (by asking questions) and implicit data (by observing behavior) about Stacies product and shopping preferences. iGoDigitals proprietary solution leverages an on-site collect codea simple line of code that gathers this data from traditional and mobile sites. Information from these interactions feeds a data repository upon which the relationship with Stacie is built. The more data we collect about Stacie, the better and more personalized her brand experience will be.

Data Aggregation and Processing

To put this data to good use, it must be linked to a cross-channel consumer profile of Stacies interactions, where it can be analyzed and processed in a way that drives action. iGoDigital creates this profile by collecting Stacies specific data points and processing it in our Customer Intelligence Engine, where a customer profile is created and stored. This profile drives both product-specific recommendations and personalized communication strategies across channels and according to Stacies wants, needs, preferences, and lifestyle.
Browsing & Click Behavior Purchase History Implicit/Explicit Feedback Social Prole Wisdom of the Crowds

Email Mobile Social Web

Customer Intelligence Engine

In-Store Call Center

THE HYPERCONNECTED CONSUMER

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Leveraging the Building Blocks of Personalization

Taking Action On The Data
The proliferation of brand touchpoints in the cross-channel marketing environment has resulted in an absolute necessity for individualized marketing strategy. Many marketers attempt to apply a one-size-fits-all approach to cross-channel marketing strategy, but the growth of consumer choice makes this far from ideal. Only through the development of a customer-specific view of Stacies journey and preferences can the marketer determine what combination of channels and offers will most appeal to her preferences. And only through this individualized approach can the marketer determine exactly what to deliver. As the Customer Intelligence Engine is constantly learning more about Stacies preferences, the system is able to leverage the data collected about her to drive personalized communications via the channels of her choice. As the relationship with Stacie develops, recommendations delivered to her via email, SMS, social media, and other channels become even more tailored, using both the information she knowingly provides, and the data gathered via observation of her browsing behavior and purchase history. In human-centered interactions in the offline world (i.e. in stores and call centers), the customer profile can be accessed to empower the representative or associate with leverage of the same data used in automated device-todevice guided selling and recommendation tools. The access to this tool allows the representative to provide the caller or visitor with the next best offer to fit their needs.

Customer Profile Data

Tailored Recommendations

Customer Intelligence Engine

The proliferation of brand touchpoints in the cross-channel marketing environment has resulted in an absolute necessity for individualized marketing strategy.

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THE HYPERCONNECTED CONSUMER

Leveraging the Building Blocks of Personalization

Continuity: Nurturing The 1:1 Relationship
As Stacie experiences the personal targeted messages and promotions derived from an effort to cater to her individual interests, the affinity she develops for the brand grows stronger with time. The more marketers demonstrate an understanding of her specific and personal interests and habits, the more she gives back in the form of patronage to the brand. Traditional attempts at personalized marketing have relied on the segmentation of customer groups and personas. Modern 1:1 marketing requires an understanding of the consumer as an individual.

Identify all data sources

Aggregate data

Plan

Personalize

THE HYPERCONNECTED CONSUMER

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Capitalizing On Personalization
Understanding the product and engagement preferences of the hyperconnected consumer and taking action on that understanding through personalization yields proven results. iGoDigital customers have routinely experienced site-wide conversion rate lift of 10% or more, clickthrough rate lift exceeding 35%, and 25% conversion rate lift through personalized email promotions. The combination of personalization through guided selling, recommendations, and targeted email campaigns commonly results in a bottom-line revenue impact exceeding 30% for iGoDigital customers. For more information, please visit www.igodigital.com or exacttarget.com/products/web-personalization.

Revenue Impact of Real-Time Marketing

10%
14

Website Revenue Lift

Click Through Rate Lift

35%

25%
THE HYPERCONNECTED CONSUMER

Conversion Rate Lift

Any Message. Any Channel. Any Time.

Email

Mobile

Social

Web

Marketing Automation

Data & Analytics

Fuel Platform

Leverage your customers data to create personalized 1:1 experiences across channels. www.exacttarget.com