Exclusive Networking Dinner

Guest speakers: Nick Dymott, Head of CRM, Manchester United FC , Michael Page, Director C-Centric and Neil Joyce, CEO and Co-Founder of The CLV Group

Event summary:   C-Centric brought together senior executives to share knowledge about innovations and challenges at the sharp end of customer engagement. Over a three-course dinner, senior leaders in data, digital & CRM from a broad cross-section of industry sectors – Premier League, telcos, energy, media, ticketing charities and financial services engaged in interactive discussions led by panel Q&A and guest speakers.

Data Partnership Enablement to Identify, Engage, Grow & Monetise a Fanbase

Guest speaker: Nick Dymott from Manchester United was interviewed by Neil Joyce (CLV group). Nick highlighted a number of key challenges :-  bringing large volumes of digital behavioural data from Adobe platform into the cloud data lake house.  the use of data clean rooms to increase fan engagement and acquiring global fans and the exponential demand on his team from stakeholders across the business.

The key insights from the session:

The two significant priorities and challenges for Nick were:

1. “Activate the fans we do know  – and  to get as much engagement out of that group as we can.
2. Grow our known fan base – get much closer to addressing the club’s 1.1 billion fans as possible, finding the right mechanisms and methods to do that in particular markets.”

The role of data is evolving as a critical lever in Manchester United’s partnerships with ROI driven sponsors who require the data and insights to support these sponsorship decisions.

“Sport is one of the most extreme verticals, where we have millions of fans, but we are looking to augment our data with robust data and insights that go beyond the limitations of shares, views and likes, along with the panel-based Nielsen ratings data”.

Football Clubs do not have large 1P customer databases. Their sources of data capture include Ticketing, Ecommerce, Web or App registrations and TV Channel data.  Similar to many other organisations, the club needs to address the data gaps to understand and activate its fanbase. To do this Nick acknowledges that partnerships with brands that are open to sharing data are essential.

Data cleanrooms are critical enablers of safe, secure data collaboration with affinity partners & publishers – whilst many organisations are open to sharing insights, they will not release their data outside of their secure environments or expose any of their audiences PI as part of a data sharing process.

Question: But how do you bring all this together and scale it?

C-Centric working in partnership with the CLV Group can link and connect audiences through data collaboration platforms & Data clean rooms.  This enables clubs like Manchester United to reach, convert and monetise these unknown fan bases.  C-Centric provide the data engineering, identity stitching a variety of data clean room technologies to help organisations collaborate while  ensuring the non-movement of data and preventing any exposure of PI whilst enabling the sharing of powerful actionable insights. Both AWS Clean rooms, Infosum, Big  Query clean rooms and Snowflake secure data share provide good technology options  for CRM teams.

 

“The emergence of data clean rooms has enabled brands who were previously averse to sharing their data to securely open up and explore the potential overlap with media owners”. One media owner enabled 6m Manchester United fans based in the US to be identified generating insights on their propensity to buy and the offers that appeal to them.

Leveraging different data partners and different data cleanrooms allows organisations, no matter their industry, to collaborate to provide a much more robust data set to acquire new audiences.

AI Implementation Innovations

AI became the focus for the second half of the evening, as Michael Page from C-Centric presented 3 real life examples of AI implementation within CRM & opened the discussion to attendees to share their experiences.

Here are the key insights from the session.

1. Demonstration of how PrediCX agentic AI  enables high quality customer conversations and switching service within the Go Compare comparison site

 

• Description of PrediCX anti hallucination functionality.
• How to combine advanced RAG techniques to achieve answer accuracy
• The importance of content maintenance pipelines to ensure ongoing accuracy of answers over time.
• How to enable “messaging to messaging transfer” between publishers and advertisers domains and across heterogenous messaging & chat platforms. All whilst maintaining conversation context and affiliate tracking links.;

 

Messaging to messaging transfer

Research show 74% of consumers want to use messaging as part of product enquiry and buying process – this AI BOT to messaging bridge enables seamless messaging from display ad/content  within publisher to advertiser sales team.

 

2. Dynamic emails with embedded GPT

• This is the ability to interact within the body of AMP formatted emails, using the PrediCX GPT AMP engine.
• Users can interact within the body of an email, ask multiple questions, and receive a response all within the body of the email. This can reduce inbound agent voice calls in CS and generate additional sales in remarketing/ cross sell emails. Michael highlighted how early trials have been driven in telco from Adobe Campaign for upgrade retention campaigns.

 

“I’ve tried dynamic emails but never with generative AI within it, we would ask one survey question, but to take it to a generative AI level all within an email, well that’s impressive”.  – Attendee from a multinational electric utility company.

3. AI for insight & MI

Michael then talked through how to build semantic data layer to enable AI to support natural language data queries. He showed how Ecommerce sites and marketplaces can use this to offer data discovery and smart filters of product catalogues

If you’re interested in understanding more about how C-Centric help you implement AI into your CRM and CS activities, please contact mark.hurd-bennett@ccentric.co.uk