evolution of mad men: how data and technology power customer experiences

CUSTOMERS AT THE FOREFRONT OF INNOVATION!

HOW MARKETING DRIVES CHANGE IN THE DIGITAL WORLD.

MARIAM GIORGADZE SAN FRANCISCO

HULT GLOBAL ALUMNI SUMMIT JUNE, 2016

“WE’D ACHIEVE MORE IF WE CHASED THE DREAM INSTEAD OF THE COMPETITION”

SIMON SINEK, “START WITH WHY”

WELCOME TO:

THE AGE OF CUSTOMER

+The Latest, Best Data Acquisition Deal!

86% of CMOs Believe They Will Own

End2End CX by 2020Source: Marketo, CMO Research 2015

Source: http://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/

The Evolution of the Mad Men

The Birth of the Creative

Technologist

CREATIVE

TECHNOLOGY DATA

CUSTOMER EXPERIENCE

“THE FUTURE BELONGS TO RELATIONSHIPS”

DANIEL BURRUS

Souce: http://chiefmartec.com

Power of Data Exchange

Building the Infrastructure for 101 Tracking

Source: Divisadero

TURNING IT ALL INTO YOUR COMPETITIVE ADVANTAGE

Source: http://annuitas.com/2016/02/25/what-funnel-flipping-means-to-me/

THE “REVERSED FUNNEL”

Marketing Phases Awareness Consideration Conversion Retention Advocacy

Buyer Persona

Marketing Goals

Call to Action

Message/Tone

Content Type

Content Form

Channels

Touchpoints

Data Points

Context Data

KPIs/Metrics

Data Sources

Analytics Tools

Marketing Platforms

Partners

TO SUM IT UP:

MARKETING INFLUENCED BY “DIGITAL DYNAMICS”

▸ Speed

▸ Adaptability

▸ Adjacency

▸ Scale

▸ Precision

Source: Scott Brinker, 2016, Hacking Marketing, Chapter 3

BUSINESS MODEL STATEMENT:

“MAKE ONLINE SHOPPING SO EASY AND CONVENIENT THAT CUSTOMERS WON’T

HAVE TO THINK TWICE. IT CAN BE SUMMED UP BY THE BUTTON ON EVERY

PAGE: BUY NOW WITH ONE CLICK.”

You Want to Guess the Company?

“IT IS CRITICAL TODAY THAT MARKETERS THINK ABOUT THE CONTEXT OF THEIR CUSTOMER ON THE PATH TO PURCHASE: WHERE THEY ARE, WHAT DEVICE THEY ARE ON, WHAT THEIR LIKELY MINDSET IS IN THAT GIVEN MOMENT”

DAN ARIELY

3rd Party Data + Programmatic Media Buying

Data-Powered Mood Targeting

The Future e-Commerce Store

Experience Your Car in a Whole New Way

Own the Customer Journey!

PARTING THOUGHTS:

Foster the culture of collaboration: exchange data & connect technologies

Design CX by aligning all departments around it

Develop the data strategy!

Act like a technology company:

Thank You!

@mariamgiorgadze

/in/mariamgiorgadze