Accenture Introduces Accenture Genome, Next-Generation Personalization Solution
March 13 2017 - 7:57AM
Business Wire
Real-time API-enabled solution shifts brands
understanding from ‘what’ to ‘why’ - puts the ‘personal’ back in
personalization
Accenture Interactive has launched Accenture Genome, a
personalization technology that helps accelerate transformation by
enabling brands to create highly individualized experiences based
on individual customers’ unique motivations.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170313005419/en/
(Photo: Business Wire)
Developed by Accenture Interactive in conjunction with Accenture
Labs, the Accenture Genome is a fundamentally new approach to
personalization that powers a ready-to-use technology solution for
brands. Its underlying idea marks a paradigm shift from tracking
‘what’ customers do to uncovering ‘why’ they do it.
“Similar to experiences in the offline world, being personal is
more than simplistic recommendations based on a past purchasing
decision that may or may not be relevant,” said Jeriad Zoghby,
global personalization lead at Accenture Interactive. “Our best
personal experiences are when a brand knows us better than we know
ourselves and makes it easier for us to buy or engage with what we
want on our terms versus theirs.”
How the Accenture Genome helps brands and their
customers
The Accenture Genome leverages customer interactions to create
Living Profiles based on the most unique aspects of an individual.
These Living Profiles can help drive an orchestrated experience
across all personalization platforms, such as recommendation
engines, data management platforms, rules engines, campaign
management platforms, and experience optimization tools. Living
Profiles shed light on a person’s unique needs, wants and
preferences, and can inspire the creation of new experiences,
products and services.
Living Profiles enable brands to engage much like a personal
assistant, concierge or shopper, resulting in a truly personal
customer experience – and relationship. In addition, the Living
Profiles form a unique asset for the enterprise that is richer,
more dynamic, and at a much greater scale than traditional market
research. This collection of voices is invaluable intellectual
property (IP) that can drive new forms of innovation across
marketing, merchandising and service design.
How the Accenture Genome works
Unlike a traditional segment-centric mentality, Living Profiles
are based on individual’s interactions with brands and evolve in
real-time. The Accenture Genome begins by deconstructing each
interaction, such as purchases, emails opened, events attended, and
social posts they like. In doing so it creates a unique set of
attributes, or DNA, for each interaction that can be mapped to a
customer’s Living Profile. For example, a purchased product has a
unique set of attributes based on factors such as ingredients,
features, specifications, brand, and ratings and reviews that
customers consider when making a purchase decision. Instead of
simply capturing the product a customer choses, the Accenture
Genome maps all aspects of the product DNA to an individual.
“We saw an opportunity to revisit, reimagine, and innovate how
to understand customers, taking advantage of the changing data
landscape, such as significant increases in accessible data,
advancements in algorithms, and improvements in the performance of
today’s data platforms,” said Mary Hamilton, Digital Experiences
R&D Lead at Accenture Labs. “Conceptualized and prototyped in
the Labs, and then developed and scaled by Accenture Interactive,
this work is a great example of the Accenture Innovation
Architecture in action.”
“In a world in which experience is the new battlefield, brands
must create experiences that are uniquely curated to each
individual,” said Zoghby. “Given that the top 20 percent of
customers typically represent 80 percent of the profits, companies
cannot afford to treat people – especially their most valuable
customers -- as segments. The Accenture Genome enables brands to
accelerate their transition to this new state of personalization so
they can compete in today’s digital marketplace and uncover
innovation opportunities for tomorrow.”
To learn more about the Accenture Genome Solution, visit
accenture.com/personalization.
About Accenture
Accenture (NYSE: ACN) is a leading global professional services
company, providing a broad range of services and solutions in
strategy, consulting, digital, technology and operations. Combining
unmatched experience and specialized skills across more than 40
industries and all business functions – underpinned by the world’s
largest delivery network – Accenture works at the intersection of
business and technology to help clients improve their performance
and create sustainable value for their stakeholders. With more than
394,000 people serving clients in more than 120 countries,
Accenture drives innovation to improve the way the world works and
lives. Visit us at www.accenture.com.
Accenture Interactive, part of Accenture Digital, helps the
world’s leading brands create superior customer experiences.
Through our integrated and industrialized offerings in experience
design, marketing, content and commerce, we create new ways to win
in today’s experience-led economy. Accenture Interactive was
recently named by Ad Age as the world’s largest and fastest-growing
digital agency. To learn more follow us @accenturesocial and
visit www.accenture.com/interactive.
Accenture Labs invents the future for Accenture, our clients and
the market. Focused on solving critical business problems with
advanced technology, Accenture Labs brings fresh insights and
innovations to our clients, helping them capitalize on dramatic
changes in technology, business and society. Our dedicated team of
technologists and researchers work with leaders across the company
to invest in, incubate and deliver breakthrough ideas and solutions
that help our clients create new sources of business advantage. For
more information, please visit www.accenture.com/labs
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170313005419/en/
AccentureKelly Coffed, + 1
404-219-3100kelly.coffed@accenture.comorJens R. Derksen, + 49 175
57 61393jens.derksen@accenture.com
Accenture (NYSE:ACN)
Historical Stock Chart
From Mar 2024 to Apr 2024
Accenture (NYSE:ACN)
Historical Stock Chart
From Apr 2023 to Apr 2024