ÃÛ¶¹ÊÓƵ

Transcript

Hi all, thanks for joining. We will be getting started in a couple of minutes. Today’s session Roadmap to Value with CJA will be led by principal strategist Andy Powers. We’re going to wait just another minute for attendees to filter in and then we will get started.

While we wait for attendees to filter in, I will give you a quick overview of the process of Roadmap to Value with CJA. My name is Fredrik Onapp and I work in the Ultimate Success team as the Customer Success Manager. In the Ultimate Success team, we focus on assisting ÃÛ¶¹ÊÓƵ customers to get as much value as possible from their ÃÛ¶¹ÊÓƵ solutions. I’m going to go ahead and kick off our session today, but first and foremost, thank you for your time and your attendance. Just a note that this session is being recorded and the link to the recording will be sent out to everyone who’s registered. This live webinar is a listen-only format, but as we go through content in today’s session, feel free to share any questions into the chat and the Q&A pod. Our team will answer as possible there and in addition, we have reserved time to discuss questions at the end of the session. If there are any questions that we do not get to during the session, the team will take note and follow up. I will be sharing out the story at the end of the presentation that I would love your participation in to help us shape future sessions. Today, I’m joined by our presenter Andy Powers. His title is Principal Strategist and is an experienced digital strategist with a passion for data and analytics. You can see now, I think, the title of today’s webinar is Roadmap to Value with CJ. With that short intro, I will go ahead and turn things over to Andy.

Great. Thank you very much, Frederic. And hi, everyone. So, Frederic, can you just confirm my screen is sharing now that I took it over from you? Yes. All right. Great. Let’s talk about this value realization framework because today is the first session as part of a mini-series that’s focused on getting value from CJA but thinking in terms of this framework. So, in the past, ÃÛ¶¹ÊÓƵ conducted interviews with a group of executives to identify things to get in the way of deriving value, especially deriving value from AEP. And we identified each of these pillars as critical themes for delivering value where if you don’t have strategic planning in any one of these key areas, you are likely to see that as a root cause of failure. So, in today’s session, we’re looking at this first pillar, making a roadmap to value, and the others that we’ll link to in the subsequent sessions, we’ll go through the rest of them. The idea is this framework should help us avoid failure because we are looking at all the key areas and ensuring we have strategic planning at each one. And we’re going to do it in a way focused on CJA. The objectives for today, we want to understand how CJA adds value and we want to help you define a use case roadmap so you can have a plan and realize that value. So, some of the perspectives that I’m trying to address today are scenarios like this, like I have CJA, I don’t know even what it’s for. Say you inherited a contract or whatever, lots of reasons that can happen. Or I already have some analytics platform that I use, why is it even going to benefit us to use CJA? Or you’re in a scenario where you really need to prove value as soon as possible from your significant investment in platform and CJA is one tool that can help you do that. And then also, I love how fast the BI team triages and answers queries and follow-up queries. Nobody has ever said that because BI teams are strapped, but CJA can help in that area and that’s part of what we’ll discuss today. I would like you to come out of this knowing how CJA fits and how you could get value from it. I would like it that you could be able to lead this definition of a use case roadmap toward value and that you’ll adopt the processes and the principles we cover. We’ll look first at how CJA adds value, then we’re going to talk about a use case roadmap and what it is, then how you can build one that will suit your needs and your environment. And then for use cases, we’re going to look at samples, but we’re also going to talk about kind of some tactical principles, both high level and a bit more tactical. Oh, and one other thing I’ll mention, it’s unlikely that we’ll have time for QA because I have a lot of things I want to share today, but if we do, that will also happen at the end with the closing. So CJA is not a kind of algorithmic plug and play, do it for you sort of tool. It’s like analytics tools. It’s got to have analysts doing customer level analysis, doing something with it, taking action to get some value from it. And the way that you plan analysis across an organization is with some form of planning tool, a roadmap that we’re using as their term today. CJA predominantly can drive value in insights that are going to then drive some other enhancements or in efficiencies on data and data-related processes. So insights is intuitive, like what’s working, how does my actions on digital correlate with the offline activities of customers? Where should I look for my next personalization opportunity? On the efficiency, CJA is really good at helping you work with data sets from platform and analyze them without requiring a kind of architect style knowledge. It’s easy to give access across the organization.

It tends to be a much faster workflow than customer level analysis often is in a team that is traditionally data science or BI who’s got a lot of things on their plate. This can help in scenarios like that. And it can also help with workflows directly into platform, like identifying audiences here and passing them directly to platform to action on them quickly. There’s two simple things that CJA needs to do something for you. You need to have reliable data sets and platform, and they need to have some sort of key across them that can identify people that’s representing the same information, the same CRM ID or whatever in each of those. On kind of the organizational side, you need to know what you’re aiming for, your business goals, and you’ll need some creativity because CJA and this customer level analysis is kind of opening up some worlds that traditionally weren’t as accessible. In our next two sessions in this VRA miniseries for architecture and operating model, we’ll talk in more detail about each of those. For some kind of quick use case or kind of value case stories from CJA, you see that Red Hat, in this case study, they were able to reduce operational costs, which leads to savings in a term of efficiency, more analysis time freed up for other activities. TELUS was able to address call center costs. It wasn’t an efficiency play, but rather conducting analysis that drove an insight that they used to improve their processes relating into call savings in a previously spent money in the call center environment. And then Lenovo’s is a bit more of that kind of efficiency and process benefit as well. But none of these could happen without having a plan, without organizing resources on the CJA side, and then on the sides that took action from there for those that are insight and optimization based. Let’s talk about the roadmap. For today, when I say you use case, I’m just talking about a tactic to support some business goal. It should help you align your teams, prioritize your efforts. It’s like a backlog and an agile methodology.

Nothing fancier than that, nothing more strict than that. That’s what use case will mean for us today. There’s a few elements that however you want to define use case or your level of detail, these are always going to be critical things to define upfront. We need to know the goal we’re trying to attack. We need to have a summary without getting into the weeds. We also want to have some level of estimated value or outcome and an estimated level of effort. And then we’re going to need to prioritize those. The templates for how you organize this or the exact terms that you use for them, those can vary, but the elements here, these are going to be consistent across any approach that’s going to really align the business. There’s all sorts of other things that you’ll need to do, especially for marketing wide use cases, knowing the channel, the audience, all of that. And those matter, but I’m talking here about kind of separating a roadmap from a tactical action plan. Use cases that are platform wide or MarTech wide are going to have a lot of things that are not necessarily as related to a CJA specific use case. CJA is usually going to be a component of a broader use case, but for the purposes today of just thinking, how can you get value from CJA? We can really think of CJA as having its own use cases and knowing that if the outcome is insights, those are going to go elsewhere, but we can focus on what we need for CJA to either drive an insight or drive efficiency. So snapshots to illustrate various approaches here. This is a marketing wide high level way of defining use cases. You’ll see the labels might be different, but the themes are here. We have business objectives. We have some that aren’t getting into the details that are just keeping us kind of able to talk about it without getting lost in all the problems and steps we’ll need to go through to execute it. We have an estimation of value and estimation of effort. And we have sort of prioritize those. In an area like that and like any scenario, you’re going to need a next level. Sometimes you can go straight to kind of planning tactics. Other times you might need sort of this level two detailed perspective. So in this case, it’s looking at, here’s a business goal, here’s the original use case, and we’re starting to add in some of those things that we need to evaluate and work through while not letting it distract us from the high level vision and objective. So here we’re adding in blockers and more of a project management kind of flow. In this, this is another approach to illustrate just a variety here. So here we have the description of a use case. We have, oh, that’s not a business goal here, so that would need to be added. But we have for defining a use case, you can also try an approach where you’re just trying to make it as easy to discuss as possible. You can think, who is it going to help? What are we trying to do? Where is this going to be delivered? In the CJA case, it’s going to be kind of, is this driving optimization for a content team or is it driving efficiency for our analyst team? And then levels of impact, like this one brings up blocker to the top level. It doesn’t really matter. The point is that we need a high level plan and these are the core elements that really need to fit into it. The way that you implement it will fit for your needs. As you’re starting to think about tactics and project management, you’ll have some level where you’re going to define your actual next steps in one form or another, which is what this one is showing.

But let’s look here at a use case roadmap specific to CJA and then I’ll show afterward a tactical action plan specific to executing those use cases. So here we have our business goals, deliver value, democratize customer level analysis and so on. We have in this find opportunities to improve customer journey during enrollment. That’s a pretty broad topic. It’s certainly going to be broken down into other elements, but it’s something that we can discuss and think about holistically, prioritize and understand as a team. This is really going to be kind of the insights direction that’s going to drive optimization.

In all cases or almost all cases, you should be able to define some metric that’s going to help you evaluate this. Realistically, sometimes there isn’t a great one or it’s going to be very hard to tie the results back to something. But if you don’t take that step of pushing in that direction, you can’t get better at it. And what I’ve seen with customers and our approaches is that this is more possible and more tangible than a lot of people think. So pick a metric that would help you identify the value from this. Make some estimate of its value, make some rough estimate of the level of effort. This is a valuable task and sometimes it’s going to be a metric in terms of a count of purchases. Other times it may be a count of hours that are freed up from a resource. And if you can turn that into dollars of cost savings in your metric, awesome, but that’s not always easy to do. But if you have a number, it’s so much easier to tell a story and plan and prove that you’re deriving value from the solution. This tactical level action plan, we’re taking that same use case and now we’re adding in the elements that CJA planning really needs to make sure that we can execute it. We’ll think about things like, what are the data sets that I need to study this kind of customer journey? Hopefully the data sets and the person ID I want to use are going to be already built into a connection and a data view. So all I’m doing here is just aligning our direction. But in this case, we have a blocker that our call center data set is not yet complete. So this level is going to help us take the step of how we’re tactically going to tackle the use case of finding these opportunities. And however you do this, whether you specify analyses or you might look at particular fields or key segments or new fields that you need, those are all fine. It’s whatever suits you. We’re going to give this and the previous template as part of the handoffs with this presentation, but use that and your own circumstances, your own team structure to find what works for you. Your goal is to have something high level that you can plan and align to and then separately from that so you don’t get lost in the weeds anytime you try to look at it, some other tactical level where we’re looking at the next elements that are required to execute.

How can you go through the process and build this on your end? What should you think through? You’re going to need a sense of what CJA can do for you. You need to know what you’re aiming for and like I said before, there’s creativity that is going to be useful here. Some of the questions that you will ask are brand new things that you can answer and have maybe not thought of answering before or asking because they were unattainable in the past.

I want to highlight a few of the key things that you can think of as, I have CJA, so what are the kinds of things where I could apply it to my multi data set environment? So CJA is good at combining data sets. It’s a code free way that you can do essentially nice database joins and align data as part of platform. All they need is to have a schema that makes sense for them and a field that identifies your people. And in the case of a B2B version of CJA, the field is going to need to identify your accounts. It has tools that make it easy for you to kind of stay within contract limits. It can just retain automatically a rolling last six months. So it’s good at helping you manage and combine data sets. It’s excellent at helping you customize data. There’s lots of functions that we can use to derive crazy complex valuable fields. We could look at four separate fields and have a lengthy if else series of statements that are going to pull from the right field at the right time to give us some super view that we need for some analysis. But it can also do things that are much simpler like we have an error in this field every time we have an ampersand icon that row should be ignored or that value should be ignored. You can do that and it’s all in real time, retroactive, non-destructive. It just applies in your CJA view which can be queried from platform but is not ever actually changing any of your data sets in platform. CJA works with a copy of those data sets and its own environment for studying those. It’s great to help you understand relationships across data sets. So attribution in the simplest sense like a marketing use case, digital attribution to online or excuse me offline kind of brick and mortar sales. It can do that. It can also help you just be able to study your customers in a more clear way than you have before to look at sequences across brand touch points. And you have a whole variety of ways that you can do that. Just as an analytics tool itself, it has a lot of power and it’s very fast. So you have visualizations like in analytics, CJA has additional ones to make certain views and analyses easier. It is hard to compare it to another tool because this is sort of in a realm by itself. The ability to do this level of analysis at speed and with the intuitive interface of workspace and connect that straight into platform to query it and drive other insight or other optimizations through insights, that’s very unique. And then last two, it has an excellent capability to evaluate experiments. So you can customize and look at any fields as an experiment and a variant for an experiment and run statistical calculations for lifting confidence. It has some controls to help you do that in a structured way as possible.

And it can go for any field, any source, although AJO and target are some of the ones that might come to mind immediately. And it’s really great at democratizing access. So being able to create views that are going to give access just to the elements that one team needs, that’s more than ever a concern and a kind of top of mind thing when you’re looking at all of your customer data in one connection that’s bridging 30 datasets. You don’t want to give access that will overwhelm your users in one team that just need to look at one slice of that. So it has a lot of control for that. And again, you’re doing complex SQL query kind of things with a friendly interface. So very powerful. So let’s take that for now. That will be our sense of what CJA can do for us. For business goals, start with those and think how can we increase efficiency in our processes and how we accomplish tasks with data or for addressing this business goal, what could we study and understand better about our customers or areas of friction that will then let us improve personalization and make changes. So if we connected web and in store data, what can we learn about the customer behaviors across the two that would let us increase revenue or find cost savings? Or if we can look at our data unified in CJA and we can combine our report suites, what slower manual processes where we were combining them kind of in some other scenario that involved a manual effort, what scenarios like that might be alleviated or the time freed up basically.

Or hey, when prospects attend in-person events, do we see their timeline for the digital side of a paid membership duration shortened? All of those things are questions that you can answer and tackle if you have the right data sets and have CJA available. For this brainstorming, this defining use case roadmap, be creative and don’t limit ideas. So that’s in the case if you kind of don’t have any roadmap to start with for sure, but it can be hard. It’s easy to get into kind of a digital only, web only box if you’re coming from analytics and now you’re in an environment where you have all this additional data. Creativity matters. It will help you get more value from it. Don’t worry about the problems and the steps at the first level. You want to focus on let’s forget whether things are going to be hard to get there. Like what is our big opportunity? That’s what we need to aim for. So we might fill out these first three fields here. And then we’re going to think about some estimate of value. So how can we measure the impact here? What metric would it influence? We’re going to give it some rough estimate. It could be low, high, doesn’t need to be in dollars. Like the sense that we can say this is a little more valuable to us than this other thing, which is a very niche opportunity. That’s what you want to get out of it. You’ll look at it more later, but don’t get stuck. So here listed our KPIs and value, and then we want to estimate some level of effort. So this two can be low and high and focus on this, the level of effort that’s required by you and your team. There’s going to be other dependencies, other things that will be hurdles to accomplishing that, but those can go in blockers categorization. Let’s just think, what is it going to take from us? And then as we are digging into the details, you’ll identify these are the teams we need buy-in from or a data set that we need to ingest and so forth. So we’ll put in some level of effort and then we’ll prioritize these based on our interpretation of the value and the effort comparison. It’s going to change, but this is a starting point and this is a living document to help you orient yourself if you’re struggling to get value out of CJA. It’s just a way to think about ideas, align teams, and sort of keep the things that get in the way kind of separate at a next level so you can focus. So we add in here, say priorities of one, two, three, four. When we’re thinking about the details, now we’re going to deal with the rest. So we’re going to start a deeper vetting and planning for the top priorities. This might be like a level two detailed version or it might just be kind of very tactical plan. We’re going to consider our dependencies, our blockers. We’re going to try, if possible, to quantify the value, whether in prediction upfront or certainly as we execute. We always want to be able to come up, not come up with, but identify a grounded number that helps show this opportunity we identified in CJA drove this amount of savings, drove insights that contributed to these opportunities and personalization. There’s usually a way to find something that’s reasonable there, but not always. So we’re going to think things like datasets and blockers and visualizations and those are all the sorts of things that you see here in this sample. Lastly, it’s going to be to execute it and evaluate the impact. So first, if the ones you’re looking at are blocked, we’re going to go back to the roadmap, pick the next highest priorities, and move on in that direction. We want to try to estimate potential impact for every case. It is possible more often than you expect unless you’re already experienced in this discipline. So a tactic that can be useful is if you have a KPI that you expect to influence, take a super conservative 0.01 of a percent value that you think could possibly be increased by the contributions here and take that and multiply the metric and annualize it so you can have a sense of we’re just making an internal only guess so we can prioritize the opportunities for this versus this. It helps you prioritize.

And it’s imperative that you measure actual value as things go forward. We’re going to touch on value and storytelling and having executive sponsorship in the fourth session, but it’s critical to measure this value because anyone who’s been in analytics for a long time knows that this is one of the, at least one of the ÃÛ¶¹ÊÓƵ solutions that can be very hard to define value from because it is a precursor to a lot of other opportunities. If you’re doing targeting, you can usually say our control got this much for us, our new variant got this much, and you have actual easy metrics to show value. So here I want to help you think about how you identify value with a tool that is driving a lot of other optimizations. So on the insight side, you’ll be thinking about revenue and cost savings. You can consider expressing it in terms of various rates or intermediate metrics, but ultimately everything is going to tie to revenue or cost savings. And on the efficiency side, think about it like hours of effort freed up or faster time to value. We were able to get us to readiness for the holiday season two weeks ahead of time compared to last year because of whatever.

Let’s talk about use case samples now and more on, I talked through the tactics of these are the things you should think about and how to go through filling out that roadmap for yourself. But there’s a lot more things that I also want to give as kind of tips and guidance that apply to CJA needs and scenarios. So basic requirements, data sets, keys that are shared. On the data set side, CJA team is generally going to be dependent on an upstream team to get data sets into platform so that you can use them in CJA. In some cases, that is a problematic bottleneck for proving value with CJA because you are waiting often for a larger architectural initiative to get data there. So I want to talk about that in the next few minutes. You can show value with one data set in CJA, but the biggest value of course is going to be that we are connecting across data sources. But even one lets you start to get your toes wet and get a feel for personally what I could do with this once we get data sets B, C, and D. It helps you tell stories and takes all these slides and turns it into something real that you can grasp. So for use cases, first I want to address the stage where, all right, say you’re completely blocked from doing anything in CJA. There’s no data sets or none that are good for connection. I’m going to give you tips on getting data in to explore quickly. What’s the easiest, fastest way to get something in CJA that can help you get acclimated and start visioning and preparing for when you have the whole thing set up? And then for the second stage of things I’ll talk about, let’s assume that we have a strategic plan in place, all our data is there, everything is set up the way we want, now what do we do with it? We’ll talk about use cases that we’ve seen and then also other tips. The easiest data set for exploring if you’re coming with ÃÛ¶¹ÊÓƵ Analytics data is to use the analytics data. I say it’s the easiest because it’s the easiest to get into platform. There is a two-click workflow in experience platform that lets you use an analytics data connector to bring a copy of your analytics data into a data set in platform. Sure there’s a whole host of other details that you’ll want to address to make everything optimal, but if you’re trying to just get data so you can do something in CJA and understand what it does and start exploring it, use the data connector and I have a link here to a Quick Start Guide that talks through the basic steps that you can actually be in CJA working with that data set. It’s the most streamlined integration I’ve ever seen with my time here at Omniture and ÃÛ¶¹ÊÓƵ for 18 years, so it’s excellent. It does what it’s supposed to do super simply. On AJO, AJO is ultimately established in its reporting and visualizations. They come straight from CJA, so in their visualizations for reporting. It’s driven by CJA, so when you have AJO set up, you automatically see in CJA you have a connection and a data view that have a label like AJO enabled data view, similar label for the connection.

So you will have that available and you can see it if you’re looking at reporting in AJO, but also if you want to be able to dig deeper into those when you’re looking at reports in AJO, if you have access to CJA, you can click the analyze in CJA button and then explore it more fully in CJA itself.

And then you can just bring in some sample data that you have, so that’s what I want to talk about. It’s reasonable, but I am simplifying things, so this is really suitable if you don’t have any data to work with, and we’re trying to say get you experience, get something ASAP that I can touch and explore in CJA. Since CJA contracts are based on reportable rows, you want to make sure that it’s not too big, not influencing things, but if you’re taking like a sample of say a hundred or a million records, it’s highly unlikely, but confirm highly unlikely to be more than the tiniest drop in the bucket of your commitment.

So, I did this yesterday. You have a small sample file or two, as long as you have a timestamp, you have some sort of field to identify people, and for small, just, I’m just saying small kind of arbitrarily, not more than a million records, maybe not more than 10 fields, those are not hard fast rules, those are just my attempt to say this is what I mean when I say small, just to keep things simpler for anyone else helping you. So, I had a CSV like this. You can ask someone who’s on the architect side in the AP to do what ultimately is a very quick little favor.

It took me only a few minutes, because I have experience in this like the architects will, for making a schema, turning this CSV file into a data set. Here are the kind of notes if you just want to be able to hand it off to your colleagues there. Need a schema, experience event, doesn’t need profile service, use this to identify people and flag it as an identity, please. Namespace doesn’t matter, and push the data into their data sets on those schemas.

And then you can make a CGA connection with those data sets. So, we’re going to add them. I’m selecting my CRM ID when I was adding this test data set. I want to check to import new data and backfill data. That just means it’s going to take the data that may already be loaded in there. That’s what backfill means. New is everything that’s added after that point. And you’ll watch the connection status for when that’s ready. And then create the data view, which is just your way of saying these are the fields that I want to access. Here I have notes that basically just take all the fields that you added in there. And then I added a couple other that are useful for just having kind of first steps in CJA. So, I did this and I had a view of data where I have my people based on those identifiers I selected. I can look at them in terms of their type of walk-in or appointment. So, it’s just a great, fairly low effort option so that you can get a grasp of CJA’s capabilities and demonstrate, plan, test out data views and derive fields and all of those things. But I do want to say a proper plan strategic build is the only way that you’re going to get all your data sets aligned in a way that lets you unlock the full customer level analysis for maximum value.

So, this is one way that I wanted to cover it just so you have it as an option if you’re in that scenario.

All right, so now we have our data strategically planned and it’s in CJA. We’ll look at use cases a few different ways. First, I’m going to talk about some kind of big picture things that customers tend to do with CJA. And then I’m going to talk about another perspective like where should you really start like tactically in CJA? What could you take as your approach to get to know your data and find something useful to you? So, first we’ll look at these kind of categorical scenarios. So, this is not exhaustive but CJA is excellent at providing for the cross-channel study of a customer journey. That’s in the name.

So, being able to unite the data across channels letting you de-duplicate people if they’re on multiple devices as one example and study the relationships across data sets.

You could use it for something like understanding the drivers to a call center. Generically, this would be I can understand how things in one data set impact the activities I want to avoid or encourage in some other data set. So, I can look at the friction points that happen before the thing I want to avoid or the friction points before the thing that I want to encourage and take insights and pass them to the teams that are addressing journeys and content and all of our marketing to act upon that.

We can look at the conversions and attribute them across all your channels. So, it’s breaking down the silos that typically exist between especially digital and offline systems.

We can use CJA to help discover and publish audiences.

So, CJA has features that enable very quick exploratory analysis. Often you will uncover a group of people that you define in a segment that would be worth trying something specific on in terms of a journey or serving something to that audience. There’s an easy workflow in CJA to be able to publish that audience that we defined with CJA definitions into platform.

For content, just understanding what elements of digital content or other, whatever you have identified in CJA, how are these elements of content attributing to downstream actions? This is best exemplified in the content analytics feature of our Gen Studio for Marketing solution, where it’s actually also bringing in AI to help with that at scale.

And then it’s easy too to think about mobile app.

So, the experience, say you’re in travel and hospitality, you have customers who are engaging on desktop, often on apps, often sharing mobile devices. The capability to unite across an identifier for a customer and then see the devices that belong to that customer, to be able to see that someone went from the desktop to the app and took some other action or was on the app and then commonly see people from a certain point on the app move to some other channel to accomplish a goal. Those insights will let you optimize the app itself, optimize the way that you promote across the channels and drive revenue.

Some other samples of high level, but actual customer scenarios in various verticals. So, a healthcare company, and here in each of these just emboldened the kind of core thing that they’re doing. So, having accurate, united data across web and mobile, they were able to get insights about customers’ actual journeys and revise audience segmentation and improve personalization.

A CPG retail customer understood better about their inventory management, customer engagements, media attribution, and took those understandings, insights, and drove optimization with increased revenue and customer re-engagement.

FSI, this is also, I mean, a lot of these, you’ll see the themes that pop out are some of those things that we highlighted earlier, like multi-channel, like this is a big deal being able to look at the customer experience across channels and taking those insights and so forth.

I will cover the last two also because these are more on the efficiency side. So, leveraging CJA to reduce operational costs by being able to enhance self-serve analytics for business users. And then those business users are incrementally able to drive further insights that drive optimization and cost savings or revenue.

And then lastly, reducing the time needed to gather insights, another measure of efficiency.

Let’s look at it also as kind of use case ideas from the perspective of not here’s what companies are doing with their channels, but whatever you have to work with. These are common first steps that you could think of as use cases. Not that they’re the big picture trying to drive the ultimate value, but you can take these initial steps in many scenarios that will help you start to engage with CJA and drive toward the things that are going to be more valuable. So here, step one, meeting your data. Look at counts, like as simple as that. Look at counts across your data sets for events and people and look at the ways that that data is coming in over calendar durations and the volumes coming from each. Start to look at, if you have this available, the value of device compression, so multi-devices to a single person that’s now going to be united in CJA. There’s other person deduplication scenarios, but that’s the key one. So this is also often one of the next steps if you’ve followed up on the opportunity to engage stitching for data sets in AEP.

But take these first steps just to get acquainted with the data in CJA, because when you make a connection, you said these are the data sets I want, but it’s hard to move from that to a grasp of what’s in here. Web analytics world is kind of so standardized and intuitive. You don’t really need to do this to have a sense of some of the key fields and how the data looks, but this is a good first step for acclimating yourself. And then start taking advantage of the overlap, the cross-channel capabilities. Start exploring what are the data sets where people have only engaged in that data set and no others.

What are the data sets where we see people have more overlap? This is also useful because those are going to be the most interesting customers to study. In any case, whatever your data sets are, it’s highly unlikely that 100% of your customers in each data set touch all the other data sets in there. It’s much more common that a small or modest percentage of customers engage cross-channels.

You need to study it to get a sense of that, and then that will help you start thinking bigger about, okay, these 80,000 people in this group, the ones that are touching online and offline and mobile app, let’s study those people further and let’s see how to get the other audiences that are not engaging where we want to engage further. We also want to look at things that are contributed to by multiple sources. So this can be something like a metric, say purchases that are driven by both, can’t read that, it’s too small, website purchases that are captured in web data, purchases that are captured in point of sale data, and understanding the contribution of those data sources to something shared. Same thing for dimensions, understanding activities that are, say, set up an appointment might be something that could be done in a branch and in a desktop or app environment, understanding the share of where those occur across data sets is a good starting step.

And then we can think bigger about cross-channel activity. So let’s look at flows, and this is one of the visualizations that’s new in CJA called the Journey Canvas. It is what you also see if you look at reports in AJO, and it is like, kind of, if you’re familiar with ÃÛ¶¹ÊÓƵ Analytics, it’s sort of all that you wish that flow and fallout could be if you had one way to sort of merge the benefits of those into one view. So it’s a very nice intuitive way to say, all right, I want to study people that were on the web, and then understand how many went to some other downstream metric, and then maybe I want to look at that point of that metric, tell me some more about their top five, whatever. It just gives a lot of flexibility to study the sequencing of your customer engagements with the brand.

And certainly the basic powerful capability of being able to set attribution models to relate something like, in this case, this sample here is kind of the data sets relating those to purchases, but a better example would be something like the content that someone’s engaged with. How is that attributing to purchases, including purchases that are in channels completely separate from where they engage with that content. That’s highly valuable unlocked by CJA, and because of the Data View features, it’s easy to make multiple copies of this for reuse and easy comparison on the fly.

CJA is also really kind of surprisingly fun, and surprising in that when you do this, it is just like staggering. You can improve customized fields live. So this is not necessarily step four, as in this comes after the others. I’m just trying to say, here are some of the kind of themes that you can start playing with, and being able to fix errors or clean messes, make copies of fields with all different settings. So using crazy functions and using simpler things like saying, for this field, I only want to contain it if it doesn’t contain the %2, 0 that happened from some URL conversion, and I don’t want to contain it if it had the HTTP prefix, which means that it was our old code base and whatever. So when I do this, it’s making immediately a field that I can now bring right into my report that will just show no value whenever those were present, and so is a true first-class citizen kind of field, as if it were already part of the dataset, and I can analyze it without all that mess in there.

Same thing for splitting fields by delimiters. There’s all sorts of things that you can do here. It’s just very cool in practice because you’ll make a change, save it in the Data View, go right back to your project, click Refresh Components, and now bring it in, and it’s available.

And then the power of segmentation is going to unlock all sorts of insights. So the segmentation features are comparable to those of Analytics, but some of the questions that you ask tend a lot more frequently to relate to sequential study, and there’s all sorts of very cool things that you can do here that are going to help you answer questions like, Say, I want to be able to study for all my customers. I know that they had some application here. I want to look at the next session that they had with our brand after that application. I don’t care what dataset it came from. I don’t care whether Andy had the application on March 1st and someone else had it on March 2nd. I just want to say, for my time frame, help me look at what people did next after this, and help me look at what they did in the second session. And I can do that just with standard segmentation capabilities with CJA. So it unlocks powerful things that are much more prominent in the multi-channel customer journey world. You have a lot of questions like this, I mean. So I can say, look at content, look at pages, look at whatever it is that I’m trying to measure influence of and impact of, and see, you know, for new customers, does their interest in a certain article drop off at first or come up early on? Is this something that we could give to them directly? All sorts of things.

Thinking about it in terms of themes, fixing and augmenting data, giving access, sometimes self-serve.

And I mean sometimes in that there’s certainly going to be administrative rigor required to give access in a way that is usable and will help users gain benefit instead of confusion. That’s all I mean for possibly self-serve. It’s certainly doable, but you want to take care for those who have less context. I can look at sequences and influence across touch points. I can get accurate deduplicated counts of people. This is also going to impact things like cost per person, revenue per person, units ordered in retail per person. You will see those core things change if you’ve got a good deduplication of persons for the first time.

In a B2C traditional CJA instance, we’re going to look at people in sessions, but in the B2B variant, we’re going to look at accounts and buying groups and opportunities and still be able to apply all the segment controls onto those just as we’ve shown here. My screenshots are mostly on the B2C side.

We have surgical precision with segmentation so we can publish audiences.

The point here is not to say here’s why, well, not to be salesy, here’s why CJA is so great, but to be honest and help you think these are categories where CJA can help us drive value. What questions could we answer and explore in these and the prior slides I showed? Getting up to the end of the time, there’s so much that you can do with CJA. I don’t want to suggest that everything I caught out here is all that matters or that it’s exhaustive. I did not talk about stitching, which helps us get better ID matching and coverage in a data set. I didn’t talk in too much detail about audience publishing.

There’s just a lot more that could go into and all of these things. You can do almost anything about how you might take steps when you’re combining report suites together or combining data sets and how to make sure your fields line up well. There’s things that need to be handled that are more on a strategic level, but I’ve been trying to say if you can do that, here’s what else you can do now to add value. If you can’t even do that, here’s how you can quickly get a data set into platform so you can start doing something with CJA. And we talked about just the principles of how to think through my opportunities with CJA, how I might estimate value, how I might estimate level of effort and prioritize those. So my hope is that with all those techniques together, you have a arsenal of ways to tackle value from CJA, whether you’re at the block no data stage or you’re at a more advanced stage.

So the steps coming out of this, if you don’t have any sort of use case roadmap, identify those use cases, use some of the high level first step approach that we discussed, and then move on to details and execution and work with your account team if you need support in order to find resources as needs come up, they will help you with that.

My colleague, Frederick is going to load up a poll in the team’s chat. Please fill it out and tell me, tell our team what this covered that was helpful, what you wish it had covered.

It’s so valuable to me. So please, if you can. And no, I didn’t see chat, but if anyone’s asking, yes, all registered attendees of this will receive the presentation, the templates we mentioned, access to the recording. And also the recordings for these webinars are always posted in a publicly accessible area. So you can watch them on demand or send them to colleagues.

With that, we’re done for today.

I really appreciate everyone’s attention and hope that this is valuable for you. Bye, everyone.

Thank you.