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Customer Segmentation Pitch Deck (Key Challenges (Content (The way we…
Customer Segmentation Pitch Deck
Existing State
This is our existing trading capability
Split of components and their capabilities
Key Stats / % of images / Text / Manual work for configuration
Key Challenges
Content
The way we produce content doesnt scale as its all hand made using traditional outdated methods for an eCommerce company
Inconsistent trade messaing across the customer experience / STATS show that we are missing opportunities
We cant turn content into data that we can use
NEXT KEY THING / EXPERIMENTATION AND MEASUREMENT IS NECESSARY BECAUSE!
! Add In Slides? :red_flag:
Segmentation
We cant target high value customers across the experience
We can't use what we already know about customers to change their experience
EU Clustering / Steal Slides :red_flag:
Content Development :red_flag:
List out a number of key highlights, explain that later a breakdown will be presented with the rough outline value, Pick the ones people will know
More examples of typical segmentations... :red_flag:
NEXT KEY THING / CONTENT AUTOMATION IS A NECESSITY
, Add in slides for this :red_flag:
Experimentation and Measurement
No multi touch attribution tracking in the online jouney means we cant properly measure what specifically drove the sale, save, add to bag :red_flag:
What is the % of existing components we trade that could be split test against alternatives :red_flag:
MAIN CHALLENGE / WE ARE TRADING WITH ONE ARM BEHIND OUR BACK
What we need to do
Key Benefits that we need to realise
Create conditions for releasing as much value as possible, as fast as possible with safety
Faster feedback loops
Create a memory of what does and doesnt work for Customers
Invest in capability that can be driven by humans and machines
Be able to know what drives results and what doesn't... talk about how we cant attribute outcomes correctly at the moment
Vision for the future
Why?
Where we are in the market?
Value of insight driven businesses
Estimate of value that can be delivered over the next 2/3 years of starting this path
This is about trading and scaling the business operations / Show diagram that covers whole operations
We need to invest in foundations that set us up to focus on the trade outcomes we need
We need to take data, tracking and experimenting seriously as principles and methods that are race winning
We need to do unlock the potential of multiple product engineering + business teams all at the same time to deliver value for customers
Foundational Capabilities
Segmentation capability that all business and Product engineering teams can use and trust
A re-focus on how we treat Content. Long term focus on Content Product Automation
Tracking, Measurement and Experimentation
Show roadmap and relate multiple examples to deliverables of enabling capability
How we are going to do it
How?
Governance
Options
What do we need?
not a big bang programme treatement... But we still need the priority of one though
People, Process, Tech, Operations
Power of Content when it is contextual - King & Queen