It’s time for another Customer Spotlight! The coolest part of our work is seeing what magic our Amperity users create with data.
Helen in five:
Senior Product Manager of Personalization, Endeavour Group
Has consulting experience in digital analytics for over 10 years across a wide range of industries (Insurance, Telecom, Media, Gaming, Retail, Charities)
Specializes in understanding customer problems and finding solutions for them
Uses Amperity data to power the “Next Best Action” Decision Engine that runs their email marketing
Used to be a long distance runner and is now training to walk a virtual marathon
What are you responsible for as a Senior Product Manager?
My main focus is understanding what customer problems are and trying to find meaningful solutions for them. For my team, that means trying to see how we can use personalization to create better customer experiences.
I work with two different squads — one uses data assets to create a rich understanding of our customer, and then uses those insights to activate through our different digital marketing channels. The other is in charge of personalizing our app and web experiences.
How has Amperity data influenced your role?
Using Amperity data we were able to build a “Next Best Action” Decision Engine which we deploy and run all of our email marketing through for Dan Murphy's. We are now using this engine to start personalizing our app experiences. Amperity data is the foundation of the decision engine, and has given us the ability to select the right product, offer, and customer, and then send through personalized communications at the right time.
What teams do you work with or support? What does this entail?
My team is a part of Endeavour X, our digital business unit. We bring together the best of design, data, and technology to create new solutions for our customers and work closely with our brands' marketing, loyalty, and merchandising teams.
What was the state of your data prior to Amperity?
Before Amperity, our data was messy and siloed across many different brands. In the beginning we really looked to Amperity to help us quickly stitch data together so that we could have a single view of the customer. We really began by focusing on analytics and just trying to understand our customer better.
Now that you’ve been running Amperity for several years, how has your use of data changed?
As we’ve developed, we've worked with Amperity to activate the data. The focus over the last year or so has been around creating different customer audience segments based on the different attributes we’re uncovering, and syndicating those out to hydrate our different marketing platforms. We're now connected to our CRM platform, Facebook, and our DMP so that we can orchestrate those audiences out across a variety of different channels and power our digital marketing campaigns and activity.
How does Amperity help power insights across your large portfolio of brands?
Amperity fuels all of our audiences, the decision engine, and our data analytics platform. Customers shop with different brands for different reasons, and that's where Amperity and personalization come in. Endeavour as a group has multiple loyalty programs and different drink brands that customers are engaging with. Amperity helps us bring all of those different customer identities together, enabling us to know our customers as one single person across all of the different brands in our group. It’s the fundamental cornerstone of our data that drives our personalization engine.
Is the same Amperity data used across all of your brands?
We've actually got different database views . One enables us to have a single Customer 360 across all Endeavour brands, and examine total behavior and attributes like lifetime value, how many brands they shop with, and the overall spend and frequency of purchase.
We also have brand specific views where we look at behavior within each brand and compare them to attributes in the Endeavour database. This is especially important because even though each brand has different opt-in permissions around communications, we're still able to access a full view of the customer and their overall behavior.
Why is this two-tiered approach beneficial?
The two-tiered approach gives us both the depth of insights that we want and the ability to activate at a brand level and get specific with our personalization. In Amperity, we get to see customers' total behavior across all brands, and both the categories and products they’re interested in. Through those individual views we’re able to activate and target from the right brand with the appropriate messaging. It also helps make sure we’re not emailing the wrong customer from the wrong brands.