Speaker 0: And how does that now look?

Speaker 1: Perfect.

Speaker 0: Okay. So let’s go over here. So the the one thing with always demoing marketing cloud is you just kinda have to

Speaker 1: Yeah. Move the

Speaker 0: mouse around or log you out.

Speaker 1: Um, while while you’re doing that, uh, we are live. So I’ll go ahead and I’ll kick us off, and then you can, um, set up the the demo on your end. But, um, if you’re just joining us, hello, everyone. Welcome. Um, so excited to have you on day three of MarDreamin. My name is Kayla. I’m from Sercante. I’ll be moderating today’s session. Uh, just a few housekeeping items before we get started. Uh, yes. These sessions will be recorded and available on demand after the event. We’ll also be following up, uh, via email with all of the content today. Um, if you do have a question, don’t be shy, post it in the chat. Um, you can also post it in the q and a, um, which is right above your chat on the right hand side. Um, and, yeah, now let’s get started. Um, my pleasure to introduce you to our speaker, uh, today, Pratik, who has an awesome session ready for us, um, all about unleashing the power of personalization, uh, $4,500,000 case study. So, uh, Pratik, I’ll hand it over to you.

Speaker 0: Thank you, Kayla, and thank you everyone for being here. I really appreciate you guys taking the time out of your day on a busy Friday to, uh, to listen to me talk. So I appreciate that. And as Kayla mentioned, we’re we’re going to be talking today about really unleashing the power of, uh, one to one personalization at scale. And we’re gonna kinda review a case study that my company recently went through and, um, you know, how we got to that point where we were able to generate that $4,500,000 uplift, specifically uplift, which is a really key word here that we’re gonna go through, uh, in a very short amount of time, uh, uh, using the strategy and framework that we’re gonna review today. Um, that being said, I’m Prateek Desai. I am the founder of one to one, a Salesforce partner, um, in the ecosystem and, uh, formerly the practice lead for personalization at Salesforce. Cool. Well, we wouldn’t be here today without our sponsor. So just a huge thank you to them for even allowing us to, uh, to conduct any of this and and all of us, uh, bringing us all together. So thank you to them and and, yeah, thank you. Alright. And let’s go through the agenda. So I I absolutely recommend if you have any questions, concerns, or anything like that you want me to address, put those in the chat anywhere, uh, throughout this presentation, any slide. Go ahead and put it in the chat. I’ll try to address it there then. And then, of course, we’ll try to reserve some time at the end for q and a if there’s any questions that have not been addressed or potentially questions that you’re just reserving for the end. No worries there. Um, so let’s go through the agenda. The first and foremost is it’s really hard to know where you’re going. You don’t know understand what your challenge is, what you’re trying to solve for. And that’s really key because a lot of times when we’re starting to talk about personalization, specifically Salesforce’s personalization tool, there’s a lot of predetermined notions of what use cases you have to go after, what use cases you should be doing, and what was presold as part of the the tool itself. And I think it’s really important to understand what challenges are we trying to solve, where’s our biggest opportunity. So we’ll talk about that today, and then it kinda lends itself to where do we start. Right? If we understand the opportunity, we understand the biggest opportunities in the room, that’s where we start. That that allows us to know where we start. But how do we start to peel back the onion, uh, around, you know, the overall goal that everyone’s gonna tell us? Like, we’re here we’re here for revenue. But what does that mean? Where do we start? How do we actually generate revenue? This this largely lends itself to a conversation of what we call the business value map. Talk a little bit about that framework and how to implement it with your, uh, your particular patterns and use cases and and when you’re out there in the wild. We’ll talk a little bit about that. And then using that framework, you’re gonna come up with a holistic list of use cases, how to prioritize them, how to create a road map. We’ll we’ll talk about kind of where that brings us and how to take that forward. And then I’m gonna show you a demo. Right? I think just seeing it live, seeing is believing. Being able to kind of articulate it, uh, is important, but being able to then actually take it to that next level and practically see it and, uh, be able to show it is, I think, super key. So we’re gonna we’re gonna wrap off the session with that. Cool. Alright. Let’s go into it. So what is the challenge? You’ve probably seen this slide a million times, and I’m gonna show it to you again because it’s super important. Right? As I said, it’s really hard to know where you’re going if if you don’t understand where you’re starting. And where we’re starting in the ecosystem in the wild is largely disconnect the data silos, which create a a super unclear understanding of our customer. What do I mean by data silos? Right? Is all of the tracking from your web, your email, commerce cloud, your CRM, your data warehouse, all your analytics, none of that’s brought together. None of that’s stitched together. We have an unclear understanding of what a customer is doing. If all of those channels are not stitched into a single profile. And I’m not talking stitched twenty four hours later. I’m not talking stitched forty eight hours later. Right? That does not that does not help us in the in the act of the actual session that’s being conducted. I’m talking about stitched in the moment to be able to react to this person just switched from web to mobile or, hey. They just clicked on an email, landed on the on the website. We be we wanna be able to react to that. What email did they click? Where on the email did they click? Why what was the context of that link itself? And now what, uh, web pages are actually browsing through? All of this needs to be resolved and stitched in real time for us to act on it with any sort of uh, relevance. Right? So if we can’t do that, we’re we’re essentially saying we have a disconnected data silo. So that then brings us to if we have an unclear understanding of the customer, we’re going to conduct inconsistent experiences across the customer journey. What does that really mean there? Well, it means if we have an unclear understanding of what the customer is doing, where they’re hopping from. Right? Someone clicks on email, gets to the web. Well, the web now has no idea what they clicked on. So the web is just gonna show them a static you know, we we in the email world, we talk a lot about batch and blast. It’s almost like a batch and blast experience of the web. Everyone sees the same web experience regardless of where they came from, regardless of the the behavior that actually spirit conducted in the last few minutes, last few seconds. Well, it’s almost the same as batch and blast. We’re not actually reacting to what our customer is doing. So that’s where we start to create inconsistent and static brand experiences across all our channels, email, web, mobile, you name it, whatever POS system, whatever is relevant to your particular organization that you’re working with, you’re you’re creating an inconsistent experience. K. So what does that mean? What we we now understand the challenge. We understand what we we’re dealing with. How do we actually solve for it? Like, what does that look like from a Salesforce platform perspective?

Speaker 1: So Salesforce’s personalization platform does exactly what we’re talking about in terms of solution. Right? It takes all of your channels, everything that your customer can interact with, and ports it into a single unified customer profile in real time so that all web behavior, all your email behavior, let’s say call center engagement, you can kinda see that there in the left, call center engagement, advertising click throughs, sales and service engagement, mobile engagement, all of your engagement across all of your customer profile uh, customer channels, as long as they can hit a rest API or integrate with an SDK, can be listened to in real time and stitched against a profile. And that kicks off a very quick but very important process, which is understand what you just told us, understand the behavior that was just conducted, decide what to do with that, and then activate or what’s on the screen here called engage, activate that against a particular channel. So let’s say someone just clicked on a particular web experience. We need to understand that they just clicked on that, decide what to do with it, either AI based decision or rules based decision. We’ll see a little bit about that in the demo a little bit later. But let the AI decide what to do with this information or let us as marketers decide if this action occurs, react in this certain way, and then take that determination and send it back to the channel that’s being engaged with at that moment and say this is the right thing to show them at the right time. So if we talked about the problem being, we don’t know what they’re clicking, we don’t know how they got here, we don’t know what they’re doing in real time to be able to react to it, then the solution that Salesforce gives us here is I just clicked on an ad and that ad landed me on your website. Knowing what ad that was and getting to that website in real time now allows us to say, I know you just got here by clicking this ad. So I’m not going to show you a static version of this website. I’m gonna react to the fact that you just clicked on an ad for, let’s say, Salesforce’s marketing cloud platform and you got to salesforce.com clicking on that particular ad, I’m gonna show you a homepage hero banner that specifically talks about the value proposition of marketing cloud. I’m not gonna show you service cloud. I’m not gonna show you sales cloud. You clicked on an ad for marketing cloud. That’s what I’m gonna show you on this homepage. It’s really important to react to the relevancy to sorry. It’s really important to react and be relevant to the thing that’s happening in the moment. This is the solution here. So underpinning all of that, obviously, is an AI engine. We wanna be able to analyze the results for campaigns. Super important to sense and respond. Right? We might get it wrong. The AI might get it wrong. It’s really important to be able to react to that. And so, of course, understand, decide, engage, under underpinning all of that is is this idea of test and experiment. Right? Analyze your results. Let’s say you set that up. Someone clicks a marketing cloud ad, gets to salesforce.com. Now we show them things about marketing cloud. Well, that’s not working. Why? Why are this the click through is not, uh, being upticked? Maybe we’re showing them the wrong thing. The ad for marketing cloud is specifically around emails. And when they get to the home page, we’re showing content that’s specifically around mobile. So that that’s probably something we can improve, but it it gets us closer and closer to this idea of experimentation and relevancy. Right? And the last thing that’s important here from a solution perspective is you can activate and listen on any channel. And theoretically and and in practice, you would listen across all channels and be able to activate on that across all channels. So it doesn’t have to be the same channel that’s being listened to is being activated on. As I mentioned, you can click an ad, get to a website, immediately react to it on the website. You can then if someone goes from the website to mobile, immediately react to the fact that they’re now on mobile. Alright. Let’s move on to the next step here. So we’re talking, of course, specifically around strategy and actually realizing the value. So that was that was it. As as far as I’m gonna talk about the technicals. Right? Now let’s talk about kind of how do you realize the value of this platform? How do you realize the value of this, uh, this pattern? I think a lot of the issues that we’ve seen in the market is that there’s a predetermined notion of if you’re gonna do personalization, you have to do abandoned cart. If you’re going to do personalization, you have to do x y z. Right? Whatever is relevant to your particular industry or vertical or whatever it is. Um, I would say that’s the wrong way to think about personalization. Right? So I’m gonna I’m gonna go gonna go out on a limb and say the right way to think about personalization is to analyze what your biggest opportunity is. How do we do that? The first step to analyzing what your biggest opportunity is is having a data driven understanding across your customer funnel. Now the customer funnel I’m putting in front of you today is largely around ecommerce, but I would argue every industry vertical has some sort of customer funnel. Right? And if we analyze that particular customer funnel, with the example we have in front of us today with Rachel in the center, it’s onboarding all the way to retention. So the important thing for this funnel is to understand, do we have an onboarding problem? Do we have a discover problem, compare, convert, expand, retain problem? And, potentially, we might have multiple problems. And that’s where I think people get tripped up is immediately we go to, well, let’s just do the conversion problem, which is abandoned cart. And what we find time and time again in the industry is that might generally not be the largest problem in the in the in the game. Why? Yes. Most ecommerce vendors have an abandoned cart problem, or most industries will have an abandoned form problem, but it doesn’t necessarily mean it’s your largest opportunity. So we’ll talk about that in a second. Let’s go to the next slide. So it’s really important, as I said, to understand where your biggest problems occur, and that’s why it’s really important to have a business value map. Just because the platform gives you x y z, candidly, the platform gives you a ton of value, a ton of use cases, and it’s really hard. You’ll see some slide a slide later on where it lists off a ton of use cases that can be done. It’s really hard to know where to start, and I think that’s where a lot of folks just kinda earmarked towards the typical standard patterns in the industries they’re in. But it’s really important instead of doing that to map back those platform capabilities to your overall business goals. And I’m not talking about just revenue. Right? Revenue is everyone’s business goal. I’m talking about peeling back the onion. Right? A life cycle data driven informed business goals map. And we’ll we’ll talk about what that looks like on the next slide here, but it’s really about peeling back the onion. What does it mean to want to uplift revenue? Right? How do we get how are we actually going to do that across the life cycle? So if we if we actually start to analyze it, everyone wants revenue. Let’s peel back the onion. Wanting revenue to us, particularly in our pattern, means we need to do a 10% increase in site traffic because we have a low amount of site traffic. Right? That’s not abandoned cart. That’s an onboarding problem. We we need to increase 7% in cross category consumption. Right? We we we’re really good at converting, but we’re not really good at cross category conversion. Right? Where does that loyalty look like? We want 3% reduction in cart abandonment. So, of course, cart abandonment is a problem, but is it the largest problem here? And we want 10% growth of loyalty program memberships kinda related to our cross category consumption, but maybe not necessarily someone always having bought bought. We wanna show the value or or route of of our, uh, loyalty program. So further peeling back the onion, we start then to have a map of, okay, everyone wants revenue. What does that mean for us as marketers and our particular objectives and key KPIs, and where does it map to the life cycle stage? So 10% increase in life cycle is an onboarding problem. Cart abandonment decrease is a conversion problem. Cross category consumption is an expansion problem, and loyalty is a retention problem. And as we start to overlay our particular data points, one industry example and it’s, of course, gonna come a little bit later where we start to talk about the the use case and the case study we’re here to talk about. But one industry pattern that we’ve seen is that potentially abandoned cart might not be your biggest problem. Here’s an example. We recently talked to someone where they said absolutely abandoned cart’s a problem. Yeah. It that’s true. Abandoned cart was a problem for them. But 60% of their users that came to the site never actually viewed a product. If they never viewed a product, they never got to the point where they added to cart. And 60% is a very large number. So if we could uptick the amount of people that did not bounce after getting to their website and figure out why is it that they don’t actually view a product. How do they get there with the intent of visiting the website but never actually viewing a product? How are they getting there? Why are they balancing? If we can solve that challenge, then we can force folks down the funnel to product viewers, add to carters, and purchasers. They’re still going to have the same amount of percentage of ad, uh, abandoned carts, but a much larger percentage are going to get to the point of abandoned carting and converting versus if we solve the abandoned cart problem, which was a much smaller percentage. They had a really good rate of people that added to cart and converting them. If we can force folks down the funnel from the top, we actually increase revenue much higher than solving the abandoned cart problem. Now we’re starting to understand that the biggest opportunity in the room was an abandoned cart. And if we could solve the onboarding problem first, we have a much larger period of much higher revenue of a much more valuable use case to solve. And that’s where we start to talk about what’s the priority of all these use cases. Right. So if we kinda move to the next slide here, as I mentioned a little bit earlier, there’s a whole host of use cases and all of these things that we can do from a pattern perspective. Now this is not a holistic list. Feel free to kinda take this forward, um, as as a kind of industry best practices, but I I wanna make it clear this is not a holistic list of use cases. What this is is one example of a exercise where we took the use cases that we know this product can conduct by solving the the disparate data problem. Once we solve that this data disparate data problem, we need to figure out what are the right personalization patterns to conduct for them. These are all the use cases we came up with that we believe were relevant to this particular organization. And based on overlaying their particular data driven pain points, we figured out what are the biggest opportunities and thematically mapped these particular use cases to those themes and decided on the value of those use cases based on their data driven pain points. So you start to see some use cases bubble to the top left or top right, which means they have the highest business value possible for this particular organization. Right? And you might not be able to see all the numbers here, but I can tell you abandoned journey is in there somewhere, but it’s not alone. Abandoned cart is not the most valuable, if not the only valuable thing that they could go after. In fact, it is not the most valuable for this particular organization. And you can see here that there’s things that are much lower low hanging fruit compared to an abandoned cart journey. And I don’t mean to devalue abandoned cart by any means. I just I’m picking on it because it’s the one that everyone jumps to when they say personalization. But for for example’s sake, there’s a ton of value of other use cases up on the top here, and then we overlaid it as their as their partner, as their Salesforce partner, overlaid it with the complexity based on what we know of their ecosystem, their technical challenges, their operational challenges for content, and their operational challenges. We overlaid it with what we believe would be the the the complexity for them, and now we have a road map. What does the road map actually start to look like here? Well, it’s the things that are on the top left, the highest business value, lowest complexity. That’s your priority items. Those are the ones that are gonna solve the biggest pain points you have for the lowest amount of investment and complexity. The top right stuff has a tremendous amount of business value, but going to cause you to have a little bit of a higher operational spend either internally or with us. So we should start to plan for that immediately and start figure out where that lies on your road map. And then if we get to the bottom stuff, anything lower than that first line below eight, if we get to that at some point, we get to it. Right? But for your organization, by mapping the key KPIs sorry. Key key capabilities to the key KPIs, we believe those are not items of value right now. So we have our road map on the top, and we know prioritization from left to right because it based on complexity. Alright. So now let’s move to a use case. So we can see here that, specifically, if we start to look at how this con got conducted by a particular exercise that we ran with a particular client, what happened? Right? I think it’s really important to see it in practice. It it’s really, really, I guess, exciting to talk about and say this is the right way to do it, but seeing results is seeing is is believing. And it’s super important to understand what what kind of results can we drive by thinking about it this way, like giving it a more of an approach of key capabilities, key KPIs, mapping them together. And when we actually done have done this exercise in the wild, this is just one story of many that we’ve created. When we’ve done this in the wild, this client was someone that was sold this tool with a predetermined notion of the use cases they should go after because they’ve seen other competitors do it, and they’re absolutely were sold that they should do it as well because every ecommerce vendor is doing it. The reality was when we got into their data and we started looking at their actual pain points, we absolutely disagreed that those were the use cases to go after. And that’s why we created that map for them and said, you know what? Those are not the right use cases. They are valuable to you, but they are not the lowest complexity, highest business value use cases we can conduct with this tool immediately right now to get you as much value out of the out of the gate as possible. And when we bubbled it all to the top, three use cases were the most valuable use cases to them that we were able to say we can get this up and running in a very quick amount of time because remember, complexity determines priority. And we could get these out out the door in a very quick amount of time and then run a ten week pilot to see were we right. Right? The business values is a hypothesis. Were we right in being able to say this is the most value free value to you? And can we then further iterate and optimize these use cases by giving the AI more content by potentially running a champion challenger type refinement of those particular use cases to start to AB test and actually increase the value coming out of the pilot period. So in the pilot, we decided we’re gonna run these use three use cases for ten weeks. A lot of them were recommendations based. Some of them were AI content. Some of them were AI products. We went forward with those use cases, and we were able to measure that against their static experience that they were driving today, we uplifted 4,500,000.0 in incremental revenue compared to what they would have done by AB testing in that ten week period. Now license costs are varying, but this is a tremendous amount of ROI for a license that they had just agreed to for four years, and they result to that resulted that in that for the first ten weeks of the pilot, which means anything after in terms of incremental lift is now just paying for the tool and then some. Every additional use case that they go after is starting to pay for the tool and then some. Right? Because it’s not incremental spend for every new use case, but it is incremental lift. And what we also found was these three use cases were not the most optimized. So coming out of the ten week period, for about the next twenty weeks, we actually just iterated champion challenger style champion challenger style, iterated and iterated and iterated. We were obviously able to squeeze even more value out of these use cases by slightly refining them, accounting for seasonality, accounting for new product launches, and, you know, factors and macroeconomics, etcetera, etcetera. We are all able to squeeze even more value in these use cases. Now we’re just seeing tremendous ROI, and we’re not very we’re we’re not doing much. And then, of course, the new road mapping workshop is that matrix that we showed you earlier. Top left was about 11 use cases. Top right was about eight use cases. On the bottom, there were six and six based on complexity. Those top left use cases, the 11, we didn’t even touch it. And now we can do 11 more use cases in a similar pattern to continue to create that ROI that we saw in the first three use cases. There’s eight use cases out there that are higher in complexity, but now the the justification on operational spend for us as a partner is easy. So we just showed you 4,500,000.0 incremental revenue. Why not spend the money to get us to do those other eight higher complexity, higher cost, but still tons of value use cases? It’s a no brainer. We’ve are we’ve we’ve shown you the value of the tool. We’ve shown you an ROI already, and we’ve given you a business case as to why our partnership should continue to grow. So it it’s a win all around. Alright. So let’s now kind of talk about if there’s something you’re taking away from this, what are those things? Right? I think the the biggest importance if you’re taking anything away from this, there’s four lenses as to what makes this important. From a personalization standpoint, how do you squeeze the value of personalization, especially around the Salesforce marketing cloud personalization tool? What are the four big takeaways? I think the first one is kind of explanatory self explanatory. And candidly, I think it’s been kind of driven into everyone already, which is why I didn’t spend too much time on it, which is data. Right? Data in, data out. It’s super important. It’s super important for this AI to be able to stitch all this together, to be able to really understand what is it that we’re listening to, how do we decide on it, how do we activate on it. All of that needs to be seamless. I think we spend a lot of time as an industry talking about making sure all the data isn’t has you know, there’s data integrity, there’s data excellence. I think that’s awesome. And if you take that away from today, great. That’s perfect. The second thing that I I intended to hammer home today is that the one item that tends to be left behind is operations. And that’s what I spent most of today talking about. Right? It’s really important to get the data right and the piping right for this platform, but it’s also really important to get the operations right. Right? So what does that mean? It’s it’s not just about process, but it’s also about making sure you’re installing the right mindset around personalization. So that means it’s not just all these competitors are doing this, which means we must be we must have a mandate to do that as well. It’s what are our biggest pain points? What are our biggest opportunities? We need to solve that. And that comes with a mindset shift of it doesn’t have to just be x y z use case. It has to be pertinent. It has to be particularly relevant to our pain points. And then also operational excellence around content. Right? It’s really, really easy to get the data right. It’s really easy to get the use cases right, but that’s really hard to have content to actually activate on those use cases. So just make sure that’s kind of on the on the top of mind. Alright. So where do we go from there? Number three takeaway from today’s session is test and learn. Right? Be really, really put on the beginner’s mindset. Be willing to learn and and realize that your hypothesis might be wrong. So if your use case x y z is what you wanna go after, be willing to understand and accept the analytics saying, hey. This is not moving the needle and quickly iterate. Right? So that kind of three and four go together here, which is be nimble. Number four is just be willing to test and learn, champion challenger style, put out some use cases, understand what’s working, understand what’s not working, and then quickly iterate on those use cases champion challenger style to figure out, okay, this isn’t the thing. Right? Someone clicks on a marketing cloud ad and we now are showing the marketing cloud. Why are we not getting uplift here? Quickly be nimble on understanding that and iterate on what the what’s next. Oh, well, you know what? Someone clicked on email marketing cloud ad. They got to the website. We’re showing them something about mobile. Right? There’s something to be learned there. There’s something to be quickly fixed there as well. Alright. That is the summary. I do want to show you a demo here. Right? So I’m just gonna quickly move my demo off. So we’re gonna actually go into the tool. And apologies, I did get logged out of marketing cloud, so I am just quickly running back into it. But we’re gonna we’re gonna go into the personalization tool. The first thing I wanna show you is a little bit about data excellence. Right? Making sure you’re listening to the things that are happening to be able to react to it in real time. As part of this demo, I’m going to give you something that’s not ecommerce because I think we spend a lot of time talking about ecommerce in, um, in the personalization world, but it’s not only relevant to ecommerce. So we’re gonna we’re gonna dive into the world of FinServ. And when we dive into the world of FinServ, we’re gonna use Salesforce’s Cumulus fin financial services website. So So the first thing I’m gonna do is I’m gonna trick it into thinking I’m a brand new user. And so we’re gonna watch the event stream and see what happens when a brand new user lands on the Cumulus FinServ website. What is it doing? Right? And just to give you context on what I’m gonna react to is I’m gonna react to the things that I’m actually clicking on. And typically in FinServ, you have kind of a a waterfall of mandate in personalization. Number one is you have to show these things because the government, either federally or statewide, is mandating that we have to show these things a certain amount of times. Number two, you have strategic necessities because your corporate leadership is saying, I wanna show this to our customers a certain amount of times. Then once you’ve passed those and said, okay. I’ve I’ve done my due diligence. I’ve shown those things a certain amount of times. Number three is going to be, I can now show anything I want. I can react. So what I’ve set up for you here today is number three is going to either be AI based or behavioral based. If the right action’s been conducted, I’m gonna show you I’m gonna take I’m gonna as a marketer, I’m gonna take control, and I’m gonna show you something. Otherwise, I’m gonna let the AI take the reins and show you whatever it needs. Of course, I got logged out again. Let’s log back in. Um, so in Cumulus, on the website, I’m a brand new user, and I’m gonna land on it. And I slowed everything down here so you can see the AI. So you could see the engine take control. You saw the static image, and you saw it replaced with something else. Now it’s slow on purpose because I want you to see the action. Um, in in practice and in in the wild, you would not want it to be that slow. You would not want the consumer to be aware that there was something there. But for your purposes, I’ve slowed everything down so you could see that replacement happen. Right? So the regular term regulatory message that our government’s mandated to show for us is this message that I’ve come up with here. So first, I’m I’m reacting to a user. I’m saying, hey. You’re in Philadelphia. This is dynamic, by the way. It is detecting that I am currently in Philadelphia and showing me this message. Now our government said for those that purposes of this demo, I need to see this three times before I can see anything else. So let’s just quickly go to our event stream. You can see I’m a brand new user here. I’ve been shown the regulatory message. So let’s click two more times, and you can see that static experience gets replaced. Again, slowing it down for for demonstration purposes. Now I’ve seen it twice. Now I’m gonna see it a third time. Just jump back over to our vendor stream. You can see here I saw it another time. The tool refreshes every fifteen seconds, so we’re just waiting for it to refresh. And I’ve seen it a third time. So now as a brand new user, I no longer need to see the regulatory message. Right? We can move on with our experience. We can move on with the experience that we are creating with the tool. So what’s next? As I mentioned, the next thing is the strategic messages that our corporate leadership has determined has to be shown. As long as I’ve already seen the regulatory, I now qualify for the strategic. So, again, I’m slowing everything down so you can see it. You can see the static image now gets replaced with strategic. I, as a consumer, have moved down the particular funnel you’re creating for me. So So now I’m seeing the strategic messaging. What does that look like in the event stream? The user is now seeing strategic messaging, and you can see this person’s on the home page currently. K? So our corporate mandate is that every user needs to see this three times. Let’s do that. Second time and third time. So now the engine has conducted the regulatory experience, conducted the strategic experience, and we can move into the all bets are off experience. Right? Now the AI can take control or behavioral actions. The behavioral actions I’ve set up for your your demonstration today is largely around if I’ve abandoned a form, show me something to get me back onto the form so I can finish it. If I’ve never abandoned a form, let the AI take control and show whatever it wants, Optimize to trying to get me to click. So let’s just jump back into our bench stream. You can see I’ve seen strategic one, two, three times. Jump back to the website. I should no longer see regulatory. I should no longer see strategic. I should now see the AI trying to get me to click. You can see the AI is just I’m gonna keep clicking here so you can kinda see the AI. Just trying to show me different things to try to get me to click through. Right? It’s it’s trying anything and everything it can. Again, I’m slowing all this down, so it seems weird, but it it should not be this slow in practice. Um, slowing everything down for demonstration purposes. You can see it’s trying to show me different things trying to get me to click through. Right? It’s not moving me up or down the funnel because the goal of the AI is set to get me to click on one of these images. I’m just trying to figure out, do I want auto insurance? Do I want, uh, a checking account? Do I want, like, a credit card? Right. It’s trying to figure out what is it that’s gonna get me to click here. What are those images? What are the content pieces that need to show me? Well, what happens if I actually create a behavior that puts me into a different part of the funnel? So let’s do a mortgage application. Let’s go apply, and I’m gonna go and put my name Pratik. Desai. Email is going to be PratiktestNovemberthird@Yachtmail.com, and then we’re just gonna put whatever phone number there. Let’s go ahead and click next. So I’ve just conducted step one of a form. I’m not going to conduct step two. Let’s see what that looks like on the event screen. So we’re gonna give it time to refresh that fifteen second period to refresh the latest information that knows about this user. But what do we expect to see? We expect to see that I’ve submitted step one of the form, and we expect to see that I’ve identified myself. Right? So you can see here that I did in fact submit a preapproval step one submit, and you’ll see a step here that says merge. Well, I just identified who I am. So this is now going to take a known profile on the back end, say, I know who this person is, and then stitch it together with all the anonymous activity that I just conducted and say, this known profile is this anonymous user right now. And then last but not least, I’m gonna go ahead and click Cumulus to go back to the home page. And what we expect to see here is it saying, you know what? The AI is gonna get overwritten here. I I as a marketer wanna take control. I wanna show you, don’t step away from that form because you’re in a different part of the funnel now. I want you to get to get back to that form, and it’s gonna keep showing me that until I click this thing. Right? Because it we’re deep into the funnel. It’s not gonna stop showing me this until I click. So if I click continue the form, then in fact, go back to home page, the AI is gonna take control again. So what does that look like on here? You can see every time I refresh the home page, it was showing me abandoned form. Let’s refresh the event stream, and you can see I finally clicked the abandoned form campaign, which then put me back into a different funnel because, presumably, I’ve met the goal of the campaign. Alright. I’m gonna pause there and see any questions from the group. Any comments, concerns, anything like that?

Speaker 1: I don’t see any questions just yet, but that was fascinating. I’m, like, geeking out over here. I love this stuff.

Speaker 0: I appreciate that. Yeah. Yeah. I and, you know, while while we wait to see if any questions come in, I think, you know, a lot of the a lot of the thing a lot of the questions that we get are, like, where do we start? I think personalization is so daunting. Right? Um, because it’s like, I yeah. I just showed you web, but, like, you could do it on web, you could do it on email, you could do it on mobile POS. Like, it’s just so daunting. Right? And I think the answer to where do you start is usually it’s kinda like the elephant. Right? Like, how do you how do you eat an elephant, like, one bite at a time? Um, I think I would qualify that with, like, where’s your largest volume? Right? That’s the first bite you need to take. Um, so, you know, personalization is a pattern of three buckets. It’s listen, react, activate. So you should listen to the thing that has the largest volume. If that’s your web platform, listen on web. If that’s your mobile platform, listen on mobile. Like that, your your first thing you’re listening to should be dictated by your largest volume. The decisions you should be making are based on that business value capability matrix, and the activations of where that’s happening should be where your largest volume is. Right? So, like, it’s just using that lens. I think it starts to get a little bit more into perspective of, like, where do I start and where do I actually apply this methodology to create the right use cases. Yeah. Yeah. I don’t see any use, uh, questions. Hopefully hopefully, it’s all clear and hopefully all valuable.

Speaker 1: Yeah. Well, thank you so much, uh, Pratik. I really appreciate it. Um, if you guys do have questions, you can always reach out directly to Pratik in the messages functionality of Marjorie Mann. Um, and then, of course, this session and, um, resources will be shared with attendees after, um, our dreaming. Um, uh, but, yeah, thank you so much again. That was an amazing session. Um, if you, uh, wanna check out what’s coming up next, you guys can head over to, like, the agenda session, um, up at the top of your screen. There’s still a lot of great content as we head into our Friday at Marjorieman. Um, but, yeah, that’s all from us. Um, have a great weekend, guys, and thank you again, Pratik. I loved this session.

Speaker 0: Awesome. Yeah. Have a good have a good Friday. Have a good weekend. Thank you, everyone.

Speaker 1: Bye, guys. Bye bye.