making digital experience pay

Making digital experience payBuilding engagement through design

GREG OLSONSr. Director, Customer Lifecycle Management

@NortonOnline

GLEN DRUMMONDChief Innovation Officer

@gdrummond @Quarry

The Norton business

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What does it mean to be a modern marketer?

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Norton’s historic creative strategy

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KPI: Retention

1%

INCREASE INRETENTION

$15M

NET REVENUECOMPOUNDED ANNUALLY

=

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Measurement and results

• Controlled experiment

• Intercept of abandon path

• 2.69% reduction in abandons

• Impact of $1.5MM recurring annual revenue

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The question: What if?

Self-fulfillment needs

Psychological needs

Basic needs

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Self-actualization:

Achieving one’s full potential, including

creative activitiesEsteem needs:

Prestige and feeling of accomplishment

Belongingness and love needs:Intimate relationships, friends

Safety needs: Security, safety

Physiological needs:Food, water, warmth, rest

Framing the initiativeIn the hands of a cybercriminal, a computer is a weapon

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The insight: We live online

Source: www.Go-Globe.com

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The metaphor: A frequent flyer lounge

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The metaphor

• Make customers feel like they are being treated as the exception to the rule

• Emphasize “recognition” as opposed to “rewards”

• Recognize status as valued customers, without making any assumptions about “loyalty”

• Personalize what is often impersonal; humanize what is often technical

• Tailor the browsing experience to the device of choice

• Cultivate the impression of a “premium” brand experience through the aesthetics of the site

Think frequent flyer lounge

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The visual themePeople well equipped to live life full on, full out

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Profiles

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Digital Adventurers

Exclusive offers

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Exclusive content

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Living well online

Exclusive content

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“Digitally speaking” blog

Brand engagement through digital experience design

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Inspiring a corporate rebrand

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Questions& Answers

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Thank you

GREG OLSONSr. Dir., Customer Lifecycle ManagementSymantec

GLEN DRUMMONDChief Innovation OfficerQuarry

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