a strategic framework for automated, personalized, cross-channel consumer experiences by shawn...
TRANSCRIPT
“the right message to the
right consumer at the right time”
WHERE DO WE START?
Marketing Transformation - It’s a journey not a destination
“88% of companies are going through digital transformation, but only 25% know why.”
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HISTORICAL
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TEST & LEARN
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PILOTS
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GOAL
CONSUMER JOURNEY VERONICA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE
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ACTIVITIES
Eats ranch but doesn’t connect with a specific brand
Connects the ranch to the Hidden Valley brand
Starts cooking with ranch and expands affinity to other HRV products
Shares recipes online with her friends and
Creates new recipes and helps others grow into the brand
TRIGGERS
Makes brand connection that HVR has superior flavor
Engagement with recipes drives broader use of Hidden Valley
HV meals are not part of special occasions in her home
Her “goto” recipe spreads virally online and brand reaches out
Veronica’s UGC helps move others from random to newbie
TOUCH POINTS
CONSUMER JOURNEY VERONICA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE
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TOUCH POINTS
TECHNOLOGY
DATA
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VALUE TO THE BUSINESS
VALU
E TO
TH
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SUM
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TECHNOLOGY
DATA
STRATEGIC PLANNING -Input to tech roadmap
GOAL
YOU ARE HERE
SHAWN.GOODIN