connectedness gets personal - adam lavelle - icrossing

connectedness gets personal

adam lavelle, chief strategy officer

iCrossing client summit 2012

Connectedness

Connected marketing is an evolution

Transactional

Marketing

Brochureware

1.0

Channel

Optimizers

2.0

Consistency

Marketing

Connected

Marketing

3.0

Integrated

Marketing

Digital

“Experiences”

Va

lue

to

th

e B

usin

ess

Value to the Audience

eBusiness Coordinated

Marketing

Its art meets science

Its mad meets math

and it all happens

in a moment

moment – (physics): a tendency to produce

motion, esp rotation about a point or axis

What is a moment?

owning the moment

Which moments are worth owning?

Advertisin

g

First

Moment

of Truth

Point of Sale

The 3-7 seconds

when you are

staring at the

products on the

shelf

A.G. Lafley,

P&G

Second

Moment

of Truth

Use of Product

When you

experience

the product

A.G. Lafley,

P&G

Exploring

The online

decision-making

moment(s)

Jim Lecinski,,

Google

Third

Moment

of Truth

Advocacy/WOM

What you say to

others about the

product

Pete Blackshaw,

Nestle

Source: Forrester

Source: Forrester

deconstructing a moment

Looking ‘inside’ a moment

Where is the moment being

experienced?

Who is experiencing the moment

and who is providing it?

What is the ‘stuff’ being offered up?

What intelligence is used to tailor the

moment, and what data is gathered?

How is this connected to other

moments in the audience’s experience?

making the moments matter

Buying attention alone is not sustainable A

tte

ntio

n

Time

Launch End Launch End

When bought media ‘goes dark’ there is no

conversation between the brand and the audience

Bought, earned, owned build value A

tte

ntio

n

Time

Bought

Launc

h

End

Bought

Launch

End

Bought

Launch

End

Earned &

Owned *

* To succeed, earned and owned have to be always-on

content

Leveraging the content continuum

Embracing the increase in ‘creation velocity’

Managing the connected marketing ecosystem

data

The science of matching content to audience

Content

• Media • Categories • Semantics

• Lifespan • User Generated

Context

• Competitors • Brands • Devices • Channels

• Socio-economics

Audiences

• Demographic Markers • Psychographic Markers • Media Exposures • Search History

• Site Behavior • Social Graph

The DMP is the emerging hub of digital

Style & Fashion -> Fashion -> Fashion News

Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75) Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83) Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)

Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing

News & Media -> Fashion Magazines

TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast; Bizo: Senior Executive, Business Traveler

High Net Worth Elle Subscriber – expires 2012/3/31

Fashion Addict Renewal Ready

Audience profiling in real time

• Securely collects, integrates, and analyzes the entire data portfolio

• Models data into custom audience segments

• Segments that are actionable in real time

Audience data provides benefits to the marketer

Performance (Direct Response)

Audience Reach (Brand Focus)

Data Alliances (Cooperative)

Audience Analytics (Attribution)

Status: ?

Age: ?

Lifestyle: ?

Life Stage: ?

DMA: ?

Intent:?

Status: Frequent Visitor

Age: 21-38, HHI: $100K+

Lifestyle: Mover & Shaker

Life Stage: Expected Mom

DMA: New York

Intent: Auto, Luxury Travel

Anne

We provide an extremely flexible platform

3rd Party Data

Offline Data e.g. CRM, POS

Ops Sales

Marketing Platforms • Ad Servers • Inventory/Yield Optimizers • Content Management • Site Personalization • Creative Optimization • Ad Networks/DSPs • Mobile Networks • Ad Exchanges/SSPs • Data warehouses

Data Monetization

• Data Exchange • Private Exchanges

Integrated Data Portfolio

Marketing

Website Data

Mobile Data

Social & Life Data e.g. Registration, etc.

Analytic & Insight

Digital Data e.g. Email, Search

moments are personal

let’s own your moments

thank you.