51ºÚÁϲ»´òìÈ

Transcript

Thanks, Brett. Yeah, I’m Matt. I realized running the front desk, I’m one of ten Mattes that are in the room today. I’m one of the members of the partner team at 51ºÚÁϲ»´òìÈ. I joined the business around seven and a half years ago with Magento. So, although I look after a number of different partners now, I still am very much viewed as someone that looks after the commerce world within 51ºÚÁϲ»´òìÈ, hence me being on stage and being invited to speak to Graham. I’ll hand over to Graham from Dot. Yep, thanks, Matt. So yeah, Graham Bell, the head of sales for Australia and New Zealand here at Dot Digital. Yeah, I’m usually the only Graham in the room and if I’m not, I’ve usually got 20 years less than the next Graham in the room. So, but yeah, that’s usually a unique one for me. But yeah, I’ve been in marketing automation for about 11 years now, so just over a decade. Been with Dot Digital, it’s my eighth year here as well. So yeah, I may have spoken to a few of you guys on video call before I met you in person, but yeah. No, I suppose I always, being in e-commerce for quite some time, I take it for granted that everyone knows about different technology partners of ours and different tech businesses. But I suppose for those that do and those that don’t, I know the business has evolved over the last couple of years. Tell us a little bit about Dot Digital. Yeah, so I know there’s quite a lot of partners who will know about us, a few customers who will know about us as well. But we’re a customer experience and data platform, so a new acronym for you. So we’re a CXDP. The reason we’re a CXDP, I see all slides are just up here so you can get a bit of a grasp on some of the local clients who work with us. But CXDP, so I guess a bit of background around it. So we started, I think this will be our 25th year, out of Croydon in the UK, that’s where our main head office is. But we started as an email platform. So platforms like us always start as a bit of a university style project. So Tink, who’s one of our founders, is often on, he does a lot with 51ºÚÁϲ»´òìÈ globally. And he always talks about us being built as an email platform for the BBC. So we’ve grown from an email platform to a email automation, marketing automation, so all of your channels in general, to then having all of this rich data, and making this more of a central point for your customer data. And the reason that we’re a CXDP is because we’re putting the user experience of our platform first, as opposed to bulking it up with a load of data and making it not really usable for the people using the platform. So we provide actionable insights for the everyday marketer. When I say everyday marketer, I always wanna be clear that I’m not pigeonholed in the everyday marketer as somebody who doesn’t know how to use tech. It’s just somebody who has to use a lot of different tech. So we need to make what we do easy. So we’ve made it actionable. So the insights include things like engagement with email, SMS, all the little digital breadcrumbs that people are leaving on your website, and then things like audit data, ERP data, offline data as well. And when we turn it into actionable insights, it means that you can create different reports. You can segment to your database to make sure that your customer’s seeing right content. The target audience is the right audience. And the timing is correct as well, as well as the channel. In terms of how we work with 51ºÚÁϲ»´òìÈ, I’d hazard, our head of partnerships is in the room here, so I don’t wanna give out numbers and be incorrect. But it’s one of the oldest partnerships that I’m aware of. We’ve partnered since the Magento days as well. And an integration that we have is the strongest we have. And it enables users to sync through audit data, customer data. And not just that, so I kind of group users in two different buckets. You’ve got your marketers and you’ve got your e-commerce folks. Anything from the more techy side all the way to the more brand side. So it’s how do you convert and it’s how do you follow that journey as well. So anything from transactional email, transactional SMS all comes out the box with 51ºÚÁϲ»´òìÈ as part of our integration. Well, am I right? Cuz from the relationship that we’ve got, you’re built into our platform, into the core. Is that the same as, I suppose, our competitors out there? It’s a question cuz some people have said it’s a question of simply switching it on. Is that kind of how it works with you with 51ºÚÁϲ»´òìÈ Commerce still? I think Scott was saying before about unplugging and then updating and then having a test to make sure that the integration works. So we update our platform at the same rate as 51ºÚÁϲ»´òìÈ do, which means that the kind of continuity around it is there as well. So we have a lot of devs that work for us that maintain that integration and make sure it’s kind of up to speed. And marketing automation is something, obviously we come across it quite a lot within the e-commerce world. But if you’re a team internally and that’s something of a focus, how easy is it to use .digital? Yeah, so drag and drop is what we’re known for. So if you wanna get things done, so I think the, again, the term the Tinkoff founder uses is NASA technology with a Fisher-Price interface. So if you wanna do something and we have the ability to create it as a drag and drop element, that is, yeah, we’ve done that where we need to. So creating actual insights is taking data from any different facets, so offline, online, ERP, bringing it together so you can actually use it. And where possible, we’ve done some of the thinking for you to give some suggestions to. Okay, and what about, I mean, I know this was a, I said to myself I wasn’t gonna talk about AI because at some point everyone will have mentioned it, but there you go, what about, and it was on the notes that you provided me. So I better bring it in, but AI, how have you brought that into, I know it’s been there in some concept for some time, but how have you brought that into the conversation, I suppose from a sales perspective, when someone asks you? Yeah, there’s two ways of thinking of AI. It’s actioning purchase behavior that we’ve done. So this is, I don’t know if you can see it, this is Winston. So our AI module is called Winston AI. So you’ll see if you use the platform, you’ll see, actually they’ve just changed it, but there was a little dog’s, this little dog’s head was wherever you see the head that you click on it and it’ll give you some insight and it’ll give you some AI generated tips and tricks. And that ranges from order driven data, so that’s when is someone’s predicted next to the purchase date. So whatever industry you’re in, we’ll take your orders and we’ll look for patterns. So the more data you can give us, the better, and we’ll give you a predicted next purchase date for that individual. So it’s really cool for things like your automation. So if you wanted to, let’s say a replenishment journey, if you wanted to trigger that base of two weeks out from somebody’s predicted next purchase date, you might wanna then conveniently retarget them with a Facebook audience, follow up with an email. And I always look at it like that, we all know abandoned carts successful, but if you can predict an order date and trigger an automation there, then that’s kinda, I can see that kinda slowly taking off as part of it. But then you’ve also got RFM personas. If anyone’s familiar with RFM, it’s recency, frequency, and monetary values. So we’ve then been able to take all the data and tell you who’s champion customers, who’s inactive, and anything in between. And we’ve actually got six personas that we bunch people into. And then we also give you an idea of kind of purchase phase. And I was liking this to offline, online. So online, it’s been around for centuries, but if we’re looking at the pros and cons, one of the real pros here is when somebody’s walking around a shop, for example, you can actually monitor their behavior and have a relevant conversation based off what they’re doing. Somebody’s looking at shoes, you’re not gonna walk them over to the t-shirts and just make a real big assumption. So a lot of people are able to struggle to do that digitally. Whereas offline, you can approach somebody and have a relevant conversation based off what they’re doing in that moment and what you’ve observed. It’s a person working in that shop. Whereas online, taking these little digital breadcrumbs, these little behavioral engagements and actually putting it into practice. That’s where we’ve bridged that gap to be able to create automations, tailor journeys that are triggered based off what that person individually is doing on the site at that moment. Okay, and if a customer has a marketing automation platform and they invite you in to talk about DOT and why they should potentially move, just give me that elevator pitch of why DOT and what’s the mic drop moment for you if they are thinking about moving and you’re trying to win their business? Yeah, well one of the big things where we’re just seeing this quite often, or more and more now is people wanting to unify data. And when I say unified data, I’m talking your online and your offline platforms and bringing them into one, I guess, essential source of truth. We’re a CXDP now, so we can give you that data. If you can give it to us, we can give it to you in an easy usable format. And a lot of people, I mean, the first part of me being in this space, people maybe looked at that as a bit of a hurdle. A lot of POS systems can be a bit hard, difficult to integrate with. But we’re seeing more and more people making that leap. And our ability to ingest that data easily is where we’re seeing a lot of, I guess, as a reason as to why a lot of people are coming over. Just based off the AI piece that I’m talking about here, it’s all driven off data, so the more data that you can give a platform like a digital or any other marketing automation platform, the more accurate the results. So that predict the next purchase date is gonna be more accurate. That predictive product recommendation of whatever recommendation engine you’re using is gonna have a higher affinity score based off for a person to person there as well. So it’s all about bringing everything into one place. And unifying means that you’re becoming more efficient as a team. And we’re talking about saving headcount by being able to generate assets real quick, it’s being able to kind of pay action data as quick as possible as well. And is, I mean, within sort of our conversations with customers, so as analytics is a key component and everyone’s talking about CDPs and sort of the data that’s gotta be ingested into them for it to be effective. How’s that for you guys if a business has multiple sources of data and that’s being ingested into your platform? How clean is that gonna be? How on top of a customer’s data does it have to be to be effective with you guys? So we normally see kind of two types. You’ve got your flat data fields, which can be like first name. Anything, if you have first name, date of birth, anything text date, numeric, yes or no, all the way to data collections. So that can be web insights, order insights, quote insights, anything that can be put into, I guess our standard schema, which is easy to work with. And if you can pop it into that schema, then we can ingest it and work with it. Anything from an API integration to an SFTP upload as well that we can, people vary depending on how up to date they need that data in the platform. Okay, and from you being sort of at the forefront of sales, are you finding that, and it’s not leading, but is marketing automation a hot topic in market at the moment? Are you finding it that people really wanna talk about it or bringing the conversation of tech stacks to that point? It was definitely, it was more of an education piece post pandemic. Pandemic accelerated people needing something. It was a nice to have and now it’s just, it’s a stable. Everyone has to have something automated. If you’re not, then you’re falling behind. I think the next part is completing the journey. So we’re seeing a marketing automation platforms now pushing more into that. One stop shop space. So we just made an acquisition of a platform called Fresh Relevance, which is our play on onsite personalization, which is giving us that full all in one solution. That means that we can follow a customer, or we will be able to follow a customer from acquiring that customer all the way to manipulating content on their website. The play is in the same narrative of you as your kind of your email, your SMS, your social channels as well. And if someone targets you as an individual, you personally, and do you know it’s coming from your platform? I do, yeah, but that’s just years of knowing what happens when you click on subscribe and who has what landing pages. Who lands on your junk folders as well? There’s a lot of science around how your emails actually sent. There is timing though as well. Like I think 3pm is a hot time for five text messages comes from my phone about something I should buy and I don’t know what the other times are. You should do more. You should look on their websites more than might. So the way like well another point of the AI piece was center optimization. So having the ability to gather data and actually hit a button that sends to each individual at the most optimized time. So if you are receiving emails or SMS emails at 3pm, it’s because that’s likely when you normally engage with your emails. That’s what it should be. Not if they’re all landing at the same time, there might be a little bit of difference in there. And then it’s also the content of the emails as well. And you wanna make sure that people are engaged and engagement leads to a better inbox placement as well. Okay, cool. So I’ve got another one here for you. What value does Dot Digital add? So you’ve written 51ºÚÁϲ»´òìÈ Client, but I’d like to see just clients in general. What value does it bring? Yeah, I guess kind of that’s, I mean we’re almost covering that in the early ones here, but a platform that is, you’re not gonna spend hours or days building a journey, you can plan and implement the same place. We’ve got a digital whiteboard that can allow you to build your journeys. We don’t just sit in the e-commerce space as well. We do a lot of work where we have a lot of e-commerce clients here in Australia and New Zealand as well, but globally we have another string of clients. Anywhere from leisure, tourism, NFP, financial as well. And we have quite a few financial clients over here in Australia too. But I guess the unique thing is here is whether you’re a financial customer, a B2B customer, our platform is malleable. So you can use this to tick off multiple boxes as well. And sort of from a regional perspective, I mean regional being global, are you seeing different trends of different things that are happening in North America or Europe or over here that means sales are increasing for different regions? Are you seeing any trends on that side of things? Cuz we’re in all of those regions, so we have three data regions. I guess from a compliance point of view, this is really important as well, is we store data in Australia for the APAC region, North America for North America, and then EMEA for Europe. Is we have to know what’s going on. Obviously, we’ve got the likes of GDPR in Europe that we had to make sure that we were on top of and that we had a platform that allowed customers to be compliant. But we’re also seeing trends that are coming out of certain regions as well. And I said this to you earlier, we were discussing that when I came here, I was finding that maybe certain things were happening in the UK maybe three years prior to what they were happening here. But I’ve seen a kind of a pretty rapid shift as to kind of the Australian market being a bit of a pioneer of new tech. And not being able, not being scared to kind of fail if something doesn’t happen and what you’re finding is a lot of people are pushing the boundary of what’s possible with new tech as well. I think it was, it’s much more of a testing ground. Where as it used to be that we would follow what was happening in the US would be here two years later. What was happening in the UK or Europe would be one year later. It would be here and now things are coming out of A and Z because it’s a testing ground and it’s working. Yeah. And then heading to different regions. Yeah. We’ve got one of the clients on the board behind. They were very much that 51ºÚÁϲ»´òìÈ client is using us as a testing ground, using a very basic platform that was quite limited. And that’s kind of got out to the whole group and then they’ve been able to kind of look at US, UK, then to adopt our technology to then grow on what they’re doing as well. So I think they’ve browsed things as the client that’s on here. I think, yeah, just in there. But yeah, so having the ability to enable a customer to test without investing a lot of time and effort in doing it. So it’s fairly low risk for somebody to do that as well. And do you find with your product or platform that there’s a specific product that does well? Is there a reason why some products do well or some that don’t? Or is it quite sort of flat across the board as certain sort of segments of products that do well with your world? And one that’s doing well particularly at the minute is the Winston AI section of the email editor. So it’s kind of what we’re doing in the generative AI space is having the ability to re-tone or change the tone, sorry, of an email. So let’s say you’ve got a Mother’s Day campaign that you sent last year and you want to use similar wording. You just want to be more heartfelt and empathetic. You can take that wording and literally just re-tone, make it more empathetic, make it more heartfelt. And Winston AI will change that up for you and give you some text that you can use. You can change it whenever needed. And then there’s also additional like converting a full email into a kind of 160 character SMS, something that’s going to work there as well. Using that transaction, another kind of a big thing is people are brands that are actually using SMS. People knew it was there, but it wasn’t being utilized in any real way other than kind of for sales. But we’re seeing more people using it for things like transactional order confirmation and part of journeys as well. And WhatsApp seems to have emerged pretty rapidly as well as a channel that people want to use. Yeah, yeah. And I suppose, I mean, one thing that our sales guys tends to happen is they go in with an agenda to a conversation with a customer about one of our products. And it diversifies and goes off on lots of different angles and ends up talking about something very different. So take yourself out of the digital sales role. And when you’re talking to customers, what sort of piece of technology or trends of technology are you speaking to customers about in general? Everyone seems very interested in, I know it’s something that might seem like I’ve set this up, but everyone’s the next big thing everyone’s looking at is on-site personalization. Right. And I think we’re starting on that trend from it being a nice to have toward being just a stable part of and mainly because it’ll be a part of an all in one solution if you do end up using on-site personalization. It’ll be because another platform that you’re using does it. But I think if you can complete that journey, and what was the start I was looking at earlier today was like 88 percent of, so we’re all customers, right? Or we were all consumers of brands is 88 percent of brands will say, or people that are consuming brands will say that the customer journey is what got them to convert and what keeps them loyal to the brand. And so you talk about your discounts, like how do you get people converting? Having a good customer experience is what’s going to keep you converting. And if you can carry that on a website as well. There’s nothing worse than there’s nothing better than going on a website and what you’re after is just there and that’s all around kind of somebody being able to manipulate content on the website as well. And what about sort of the future? So this future state of dot what would you like to see? I mean from an 51ºÚÁϲ»´òìÈ we seem to be evolving on a daily basis and something new coming out that we’re meant to learn about spend more time enabling than selling sometimes. But what do you see in your world or what would you like to see or where are you going in the next sort of 12 months? I think there’ll be a lot more insight because if you’ve ever seen our single customer view again there’s some very actionable insights. I think there’s going to be more actionable insights. So a lot of that AI generated content inside the commerce side of things. Real time personalization. Something as simple as countdown time, actual countdown time as not a gif. And just with the real time personalization the ability to change content posts end. So having the ability to let’s say if you sell out of something next time that person goes in your email you can actually change the content. That’s pretty cool tech as I can see kind of emerging from there as well. And just to sort of close out I suppose from our side with companies that I suppose do have digital from 51ºÚÁϲ»´òìÈ standpoint what are they doing really well with the platform? What are they? That’s the biggest thing from our point of view is people say I’m just not getting what I expected out the platform and when we delve into it it’s just because they’re not utilizing it as they should do. So that education point they can turn around two months later and go actually it’s fantastic we just weren’t using it. So from your point of view with what you see with 51ºÚÁϲ»´òìÈ customers that do have dot what are they doing really well or what could they be doing better? People who use it well use the data. So if you’re serving a pop up and you’re asking someone for their first name, email address, date of birth, send them a welcome email, put their first name in it and send them a birthday email on their birthday. Like don’t just store that data for no reason. It’s just more of a risk and you’ve got two triggers there. The amount of people who will gather an email address with a first name but then such a small thing and probably in the scheme of things doesn’t change things. Probably me being here for so long but still not populating the first name and not taking the data that you’ve got there to create a personalized journey. So if you’re using the data or if you’re collecting the data use it. But then there’s also the kind of the more intricate things. So transaction email people you’ve got to also see it as a full journey. What was I uploaded this to my colleague Ian before I came is I don’t know if anyone’s seen that the meme about the about Game of Thrones where there’s a big intricate drawing of a horse and then it kind of just tails off into a little like a three year old’s drone it. You don’t want to use that as your customer journey. So you have all of this magnificent targeting where it’s on brand. It’s on time. It looks amazing. The contents bang on. And as soon as they convert your transaction email looks really bad because it’s just generated. You know I’m not saying that 51ºÚÁϲ»´òìÈ’s look bad but it’s an e-com platform. It’s not an email platform. You just need the facility to send an email. So people using dot digital where with our integrated transactional email so sending it from us means that you can design it from the same platform that you send your welcome email from the send your birthday email from so it’s you’re keeping up on consistency. So then the experience end to end even from when they click on subscribe that that landing page that they’re served with is is on brand and consistent with the experience because they will come back. OK. And wasn’t in Game of Thrones. Ian was yeah. I was the one in sale was the one in Sydney on the billboards in Sydney. But that was a different story. Do you remember hearing that story. I did say this would be sort of conversational which is fantastic but he did mention that there was something very salesy enough. I wouldn’t let us head of sales come out without selling. There was an offer that you mentioned. It’s totally on my arm. Yeah. So obviously getting towards the end of financial. Yeah. And we so any new client who is would normally have a little QR code on here but it’s not fresh. And I don’t think we’re going to we were able to get it on there in time. But it’s up to three months free. And anyone new using the platform. And if you signed up before the first of before the end of June basically. So yeah. Any interest in that. Come and speak to me. And you put my hand up there. But you’ve got Ian and you’ve got Riley. Pop your hands up guys. Feel free to have a chat after this. Cool. Cool. And before I hand back to Brett I’d just like to say thank you for sponsoring the drink. Sponsoring the drinks and sponsoring the event. And also thank you to CBA. A lot of hard work has gone into this. I really do appreciate everything that you’ve done. And with that I’ll hand back to to Brett. But thank you very much Graham. Thanks Mark. Cheers. Thanks guys. Yeah great conversation. I do feel like there’s a lot of low hanging fruit still out there. The email marketing automation space. Still I think a lot of brands not doing it well. And I was going to say I was going to ask if you take little Winton home to my daughter. But I’m worried it’s AI powered. It might come to life. You get product recommendations. Anyway guys we’re almost there. Final session of the day. And I’m going to invite Carl Scrivella from 51ºÚÁϲ»´òìÈ to come up and close out for our final talk track. Carl’s going to be exploring the intersection of creativity and commerce. Going to be looking at a number of interesting case studies and forward looking use cases. So welcome Carl.