MARKETING AUTOMATION AND PERSONALIZATION

1. MARKETING AUTOMATION AND PERSONALIZATION What we remember

2. Goals This white paper is a review of the important elements explored during the Les Affaires Conference. Automation and personalization require profound changes, especially in terms of processes, skills, data, structure, teams, and more! From these aspects, we retain the importance of having a vision of the steps to be taken, in addition to a good definition of data governance. In fact, building such a strong foundation is better for marketing in real time. Discover these aspects in the next pages!

3. TABLE OF CONTENTS Steps to transformation 4 Data governance 14 Towards real-time interactions 24 Challenges and keys to success 27 Conclusion 30

4. STEPS TO TRANSFORMATION

5. Set business goals 1 The definition of the objectives is a very important step; it determines the success of your work. What do you expect from the setting up an automation strategy? • Increase sales • Acquire contacts • Educate customers • Enrich the customer relationship • Deepen customer knowledge • Improve customer experience • To win the loyalty of customers • Improveemployeeproductivity • Informcustomers and employees • Reduceoperationalcosts • Reduce and/or automate the consumption cycle • Improve the qualification of prospects • Other _________________________ TIP: Do not stay on the surface, clearlyidentifythese goals, including the 5 why.

6. Identify programs to automate 2 Depending on the objectives you identified in step 1, several scenarios can be automated to support them. Identify them: • Prospecting (lead scoring, qualification, research, etc.) • Message sequences (welcome, training, education, usage tips, frequently asked questions, events, etc.); • Generation of content and assembly of automated messages; • Display (dashboard, customer portal, etc.) • Forecast (demand, sales, etc.) • Data gathering • Request (support, information, appointments, etc.) • Other _________________________ TIP: Connect the overall goals to the underlyingprocesses.

7. Prioritize programs Do not make the mistake of starting everything at the same time. On the contrary, you have to know how to choose the right projects. Here are some ways to help you organize the deployment of these automated programs: 3 • Pre-qualify based on the most urgent business goals • Validate a shortlist of these potential projects using a multidisciplinary team • Create a roadmap to better define the deployment • Work through POC (Proof of Concept) • Evaluate success KPIs

8. TIP 5 steps to ensure the success of your POC Evaluate who your champions are (principal, functional, technician, executor) Define what is a success, By measurable criteria Ensure collaboration between teams, it is absolutely essential to align expectations (from start to finish) Understand the first step after the Implementation of the POC. Where are we going? Have ways to encourage feedback, To learn and evolve

9. Build scenarios 4 To properlydefineyourautomated process, do not hesitate to creatediagrams to help youvisualizeit. Here are sometoolsthat can help you: • Wireframes et models • Real Time Board • Automation card We must alsoask the right questions: • What are the interactions with the customer? • Whatwill the action triggers be at the client? • What are the touchpoints to consider? • Whichactors can interfere in this process?

10. Organize the date Identify the technological systems containing the information at the source of your scenarios. 5 • CRM • Point of sales - POS • Extranet • Enterprise Resource Planning (ERP) • E-commerce system • Outlook account, or other, of employees • Other _________________________ Thendetermine how the transfer of information betweensystemsshouldbedone to allowcustomization of interactions.  Manually  Automated imports  Web services Define the structure of databases and automatedtransfers. • Single key (eliminates duplicates) • Data tables • Requiredfield

11. Collect data 6 Collect as much information as possible about your target audience by creating and connecting to multiple sources. • Web forms and progressive profiling • Customer portal • Social medias • Behavior (Point of sale, application, etc.) • Consent and preferences center • Platform visitors (known and unknown) • Online advertising TIP: Keep in mindthatthisstepiscontinuous and progressive.

12. 7 Define communication tool Frommodels *The container defines the content Use templateswithpredefinedfeatures (dynamic display, personalization, links follow-up, statistics.) Through automation workflows For different information to pass (sending messages, alerts, notifications.) For data capture Throughforms, profile creation, shopping carts.

13. Measure, test and evolve Define key performance indicators and measure them regularly to modify your actions as needed. 8 Make a list: • Number of prospects per week • Qualification time • Clickthrough rate • Return on investment (ROI) • Etc. Identify the reports thatwillallowyou to measureyourresults Validate and sharewithmembers of yourorganization and plan yournext actions. Analyzeyourautomatedprocesses In relation to the initial business objectives. Whatshouldyou continue to change, improve? Where are the dissatisfactions, the recurringproblems, etc.?

14. Data governance

15. Data governance and business intelligence In order to make an informed decision about the future of their business, managers must rely on concrete and reliable information. This is where the concepts of data governance and business intelligence (BI) come into play. This section seeks to understand what the real utility of these concepts is and then, how they should be applied in order to make clear and optimal decisions for the success of the business.

16. What is it about ? Data governance This is a template that determines permission levels and decision rights for actions related to business data. This is a specification of what to do when creating, storing, using, archiving and deleting information. Business Intelligence These are the means that are used to collect, consolidate, model and retrieve data in order to enable decision-makers to make informed decisions by having a global view of their business activities. The areas of business intelligence mainly affect : • Queries and reports • Online analytical processing (OLAP) • Statistical analysis • Data mining • Enterprise project management (EPM)

17. Why business intelligence? • Solve problems and act quickly on opportunities; • Optimize revenue generation strategies; • Build better customer relationships; • Stay abreast of trends and discover anomalies; • Stay ahead of the competition and thrive in a competitive market; • Reduce costs and improve productivity; • Anticipate business opportunities.

18. The business intelligence environment Operational systems Marketing Finances Data storage Sales Data acquisition Human ressources Data delivery

19. Major problem: dispersal of information Whyis the information dispersed? • Inadequate management sustem • Inability to keep information up-to-date • Lack of communication betweendepartments Who has the right information? Online purchase Finances Marketing Points of sale Excel files Human ressources Sales Social medias

20. Define corporate data governance In order to carry out a corporate data governance plan, itis important to know: • Who uses the data • For whatpurpose (analyzes, predictivemodels, strategies, etc.) At the same time, identifywhat are the impacts of erroneous data circulating in the ompany. • Erroneousanalyzes • Inadequatedecisions • Diminished profits • Etc.

21. Establish a decision-making process based on the data Which means: • Establish a measurable goal based on a business problem • Define a hypothesis and an analysis methodology • Identify and collect the data required to test the hypothesis • Apply the analysis methodology to the data to identify facts • Use the results and facts to manage the business

22. TOWARDS REAL-TIME INTERACTIONS

23. Accessible to everyone With the advent of enhanced unified database management solutions, real-time metrics, and analytics, real-time customization and the omnichannel customer experience are now more accessible. The reality of companies having to distinguish themselves from the competition, in addition to a need to adapt to more informed customers justify the implementation of marketing in real time.

24. A winning concept Marketing experts agree that personalization benefits both the business and the consumer. Organizations want to move towards real-time marketing. It offers a personalized dynamic experience in a multi and omni channel vision. This experience is more captivating for the individuals, because he has access to content specific to his needs. In the past, real-time marketing was often reserved for large companies because of its complexity. To provide this enhanced experience, the customer’s knowledge, including his behavior, must be updated in real time. These éléments must be interpreted via data analysis models. Important challenges Data analysis Real time Behavioral follow-up

25. Must consider Systems connectivity Defined business rules All customer touchpoints Machine learning Capturing in real time And more!

26. EXEMPLE Product suggestion Use the pages visited to define your content. Follow-up of an action Contact a customer after a carried action. Electronic invoice Connect your cash system to send invoices by email. Abandoned cart Trigger reminders to close sales. Lead nurturing Define the automated scoring according to the actions taken.

27. Challenges and keys to success

28. Barriers to automation • No control measures • Silo work • Poorly or untrainded employees • Resistance to change • No management support • Badly defined objectives • Bad identification of the necessary skills • Employees not involved in the implementation process

29. THE 9 KEYS TO SUCCESS • Have management support for implementation • Develop a plan (identify critical points, identify benefits, analyze financial implications) • Identify the impacts of changes in the organization and the risks of employeeresistance • Base business intelligence systems on existing business processes • Minimizerisks by delivering prototypes beforeimplementation • Encourage collaboration betweendepartments of the company • Provide consultation power to end-users • Assist in implementation and provide training to users

30. By planning the skills of tomorrow. CONCLUSION Tomorrow’s teams will be more technical; we must already think of how to train them. Customization and automation are on our doorstep! It’s up to companies to give themselves the means to make it happen. Patience is in order! POCs will be your best friends. Make sure to facilitate deployments for your teams. But, a lot of the work is hidden! To achieve this, we must map the actions to take. There is a need to rethink the data structure to make the most of it. By developing a roadmap, in addition to sharing it internally.