Make more possible with Capgemini’s Marketing Masterclass

According to several analysts, we are entering a period of recovery and will experience a period of transformation thereafter. Organizations that create a resilient business model will be able to withstand the disruption caused by the pandemic, says Gartner.

Recovery period: Reduced marketing spends, increasing online sales

As an immediate response to the crisis, many companies decided to optimize their financial situation by cutting a lot of (external) costs. This, in turn, impacted Marketing & Sales budgets with external spends like online advertising, sales & marketing campaigns, and investments on Customer Experience being dropped to a minimum.

A recently published report, Global consumer sentiment research in the consumer products and retail industry by the Capgemini Research Institute, highlights that the impact of this crisis has changed the behavior of customers. There is a rapid shift in the spending habits of consumers from physical to online and consumer engagement is the key differentiator.

Transformation period: From customer journeys to real-time data-driven marketing

Traditionally, digital marketers have created and described personas towards end-to-end customer journeys; optimizing touchpoints by service blueprinting.

The reality is that your digital spread is uncontrollable. Customers are shifting channels faster than you can imagine and many unidentified personas are in your online shop today. How can you provide them with the best thinkable User Experience? How can you convert them into returning customers? Or, how can you profile them on the fly (real-time) and target your content at the same time?  Well, based on real-time data!

Customer Interaction Data is not only relevant for insights to adapt your digital strategy, it also provides the best thinkable Customer Experience right here, right now. To do so, your website and commerce environment must provide relevant content and experiences based on multiple data sources (e.g. golden (client) data, profiling, shopping history, external sources etc.).

At Capgemini, we call this concept- Customer Data Hub. It provides a real-time 360˚ view of your visitor and based on this, the next best action or targeted content can be pushed.

Engage more customers with less budget

Insights on digital return on investment (ROI) is crucial in determining the success of a digital strategy. This can be quite a challenge at this point because you have a group of heavily shifting digital clients and a wave of new clients. Profiling is challenging due to the virtual nature of client interaction and history along with the digital boundaries (e.g. Cookie Law).

To tap into the new clients and determine the ROI on your digital spends, learning new skills is imperative. But preparing for the recovery and transformation phase by combining different data sets and creating relevant insights is also critical. And, Capgemini will help you do just that with its new Summer Masterclass series!

Introducing Capgemini’s Marketing Masterclass

I’m thrilled to announce our unique Summer Masterclasses for digital marketing & commerce professionals. We will provide you with advanced skills to determine digital ROI and re-think customer journeys towards real-time digital marketing. A masterclass about digital strategy, operations, technology and design thinking.

Leading partners will demonstrate how you can determine the digital ROI, how to measure and increase customer experience, and how to adopt a model of real-time marketing.

Enjoy the summer but learn and adapt so that you can improve your skills before we enter the next phase!

Will look forward to meeting you all at Capgemini’s Summer Masterclass! Register here for the entire series

Yvo Booisma

Expert in Customer Experience

As the leader of the Digital Center of Excellence for Capgemini Netherlands, I like to focus on combining and mobilizing the end2end capabilities on Digital for our clients. The Digital Center of Excellence collects all competencies, experiences, methods and accelerators in order to drive and accelerate Digital Transformations and/or business optimization across industries. The Digital Center of Excellence is working closely with leading Digital Vendors (e.g. SalesForce, Adobe, Microsoft, Pega and Bloomreach) and Analysts like Gartner, Forrester and IDC. I am also acting – and with my team – as Digital Officer for our Clients in order to drive Digital Transformations and business optimization.
Recent work includes:
– Leading a Digital Transformation on Customer Experience and Digital Technology with a Mobile First Strategy for one of the largest Banks in Netherlands;
– Strategic Advice on a Native Cloud Digital Headless platform for a new organization in Financial Services sector in Netherlands;
– Strategic analysis on implementation of a new loan system for Public Sector with report out on executive board-level;
– Digital transformation and implementation of Digital Asset Management for one of the largest and famous Dutch Retailers;
– Multiple Digital Experience Platform (DXP), Enterprise Content Management (ECM) and Digital Asset Management (DAM) selections for Retailers, Financial Services and Central Government organizations.
Before joining, he was in several Digital Leadership roles:
– Leading the Digital Interactive department for an Information Technology and Services organization;
– Leading a Scale Up in the Content Migration and API development business;
– Leading the Enterprise Content Management practice within Capgemini Netherlands;
– Commercial responsible for Capgemini Digital practice;
– Project Manager and Program Manager for Capgemini Online projects in Public and Private Sectors;
– Owner and leading a Startup in commercial telecom sector.
Yvo is fluent in Dutch, English and conversant in German and French. In his spare time, he is doing voluntarily work, being member of the Steering Committee of a local not-for-profit public organization representing the interest of local citizens and entrepreneurs. The combination of trusted adviser, strategic consultant and above all highly energetic personality makes him unique and valuable for our clients.