SAN JOSE, CA – Why Digitally Transform? Saira Nazir, Digital Marketing Manager at Autodesk, said Saira Nazir, Digital Marketing Manager at Autodesk, at the MarTech Conference Thursday
. Three Foundations of Digital Transformation: Organizational Design, Data and Tools, and Discussion of how Autodesk has engaged in digital transformation to move beyond incremental improvements in KPIs.
Organizations must evolve. "Organizational design is probably the most neglected" of the three, Nazir said. "If you update all your tools but your teams still have relationships and work the same way, you will not really be able to take advantage of them."
The Approach – Decentralized or Centralized – Regardless, the key is to focus on changing your teams while moving to digital transformation, she said.
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Identify the erroneous data. Marketers often work hard on missing data, but Nazir warns that erroneous data or metric identification is critical to the process of creating efficient data models and algorithmic results. It is equally important to identify and mark the right measures, such as conversion rates, latency, conversion pages, and so on. that to identify and mark the wrong measures that could pollute the data models, said Nazir.
Companies adopt AI, bad data is very important "If you create a model, you have to tag the good and the bad data to help the machines learn and create a good algorithm. It is not only a question of identifying data gaps, but also of tagging non-compliant datasets.
A bad measure is "a lagging indicator instead of a leading indicator," Nazir said. "It may incite you to take a wrong direction."
Scale with a CDP. For large-scale analysis and testing, Autodesk deployed a customer database (CDP) .
The team found that a high percentage of customers flipped and went back. to travel to find new prices. "About 60% of the traffic came from renewals," Nazir said. "They are already customers and a CDP can identify them and create a much more personalized experience for people who already own the product. We can give them tutorials to better understand the tool. "Identifying and responding specifically to the needs of these audiences increases retention.
The team used the CDP to trace the customer's journey using Adobe credentials, purchase history, and product attributes. understand how customers interact with them It can then identify appropriate audiences for personalized email campaigns based on statements that direct users to specific content based on their commitments – on a large scale.
Chatbot to shorten the sales cycle. Autodesk had a 68-day buying cycle. He wanted to shorten it and increase the percentage of people who buy online. The company has reviewed chatbot offers to help formulate bespoke content recommendations to site visitors.
Autodesk eventually created its own self-learning chatbot and programmed it with the help of popular content. It ingests reference data and answers a few clarifying questions at the beginning of each session before displaying specific content links to the user's needs. Autodesk has also carefully thought through the appearance of the chatbot's prompts to familiarize him with the appearance of the questions asked on Instagram.
"We predicted that customers would need more information," Nazir said. "It gives them content sooner."
This initiative has quadrupled the number of conversions and time spent on the page, an increase of 109%, said Nazir. Even more impressively, Autodesk did not test this effort on brand keywords, but only on non-branded keyword traffic. For more information on marketing technology, click here.
About the Author
Ginny Marvin is the editor-in-chief of Third Door Media, which manages daily editorial operations of all our publications. Ginny writes on paid online marketing topics including paid search, paid social events, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name @ginnymarvin.