Eagle Eye：2017年个性化报告(英文版)(18页).pdf

1、your customer in focus. personalisation: beyond a name creating connected customer experiences: the modern personalisation landscape An Eagle Eye Industry Report November 2017 Introduction Introduction 01 Key Findings 02 Personalisation: The Evolution 03 Powering Up Personalised Marketing 03 Persona

2、lisation Through The Ages 04 Channelling Success Enabling Digital 07 Channel Preference 07 From Facebook to Footfall 08 The Generation Game Millennial Marketing 13 Getting to Know Millennials 13 Optimising Offers Stay Relevant 05 Relevance At Its Best 05 Brand Loyalty Vs. Timely Temptations 06 Influ

3、encing Purchase Behaviour 06 Loyalty Isnt Dead 06 Creating Convenience Forecasting Customer Behaviour 09 Right Here, Right Now 1 1 The Modern Customer 1 1 Convenience Beyond Delivery 12 A Sparkling Example 12 Conclusion Key Takeaways 14 A Word from Tim 16 Personalisation: Beyond a Name Its no secret

4、 that we are all individuals with different thoughts, interests, habits and preferences. While our diverse make-up keeps things interesting, it poses a real stumbling block for businesses; if customers are all different, how can we possibly appeal to everyone? How can we deploy offers and campaigns

5、to increase our market share and effectively drive spend and frequency? With a one size fits all strategy, the answer is that we cant. This reality is driving businesses to change, with 42% of marketers naming personalised marketing as a top priority in 20171. Its hardly surprising considering the b

6、enefits it brings; brands that create personalised experiences are seeing revenue increase by 6-10%2, up to three times faster than those who do not. Our personalised marketing research finds that taking a personalised approach to when, where and how businesses offer promotions to their customers ha