Download - Stack storytelling
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STACK STORYTELLING
STEFAN BARDEGA CHIEF DIGITAL OFFICER
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THE PROBLEM, JOURNEYS ARE GETTING MORE COMPLEX
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Internet search
Brand website
Comparison websites
Internet display ads
30
30
65
63
42
THE AVERAGE TELCO JOURNEY NOW HAS 220% MORE TOUCHPOINTS
Source: ZenithOptimedia Touchpoints 2014
20142003
+220%
Brand websiteComparison
websitesCons opinion site/ blogs
Internet searchCoupons on
internetRetailer websites
Blogger review/reco
EmailSocial network
likesSocial network page/appInternet
apps/widgetsInternet brand videoInternet display adsMobile phone
ads/ promoSocial network adsInternet video ads
83
78
75
72
72
71
57
56
47
47
45
42
38
38
36
35
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THE ADTECH MARKET HAS BECOME MORE COMPLEX
Source: Luma Partners 2013
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Unifying data has become complex
82%
of enterprise marketers have no synchronized view of customer data.
— Forrester
5
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78%
of customers don’t receive consistent experience across channels.
— Accenture
6
….as a result people aren’t getting the right messages at the right time
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of customers have discontinued communication with a company because they receive irrelevant promotions and messages.
— Blue Research
94%Brands who deliver right time, right platform right place will do better than ever before
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SO WHAT DOES ALL THIS MEAN ?
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IMPROVING OMNI-CHANNEL USER EXPERIENCE IS THE CEO’S NUMBER 1 CHALLENGE
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BRANDS WHO MAKE INTERACTION SIMPLE AND CONSISTENT WILL WIN…
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THE SIMPLICITY PREMIUM, BY INDUSTRY
Source: Siegel & Gale 2013 US. The premium customers are prepared to pay for simplicity by industry
…and enjoy a simplicity premium
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And those that don’t...
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STACK STORYTELLING
Using integrated technology stack to efficiently deliver seamless brand stories across multiple platforms
Source: ZenithOptimedia 2014
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PRACTICAL EXAMPLE OF STACK STORYTELLING
DSP DSP
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STACK STORYTELLING REQUIRES FOUR THINGS
1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE
4. INTEGRATED DATA3. TECH STACK
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1.EXPERIENCE DESIGN INTEGRATED ACROSS ALL PLATFORMS
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STACK STORYTELLING REQUIRES FOUR THINGS
1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE
4. INTEGRATED DATA3. TECH
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2. CONNECTIONS ARCHITECTURE DEFINES MESSAGE SEQUENCE ACROSS PLATFORMS
JOURNEY STAGE
PLATFORM 1. SEE IT
MOBILE
DISPLAY
SEARCH
SITE
3.BUY IT2.TRY IT 4.ENJOY IT
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STACK STORYTELLING REQUIRES FOUR THINGS
1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE
4. INTEGRATED DATA3. TECH
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GOOGLE STACK: COOKIE BASED MEDIA AND SEARCH ECOSYSTEM
Third Party Data Providers
Masthead, Channel and TrueView lists
User List
Remarketing Lists
User Lists
Search Remarketing User Lists
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FACEBOOK STACK: PEOPLE BASED TARGETING AND ATTRIBUTION
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ORACLE STACK: END TO END OMNI CHANNEL CUSTOMER MANAGEMENT
Contact Management Lead ManagementCampaign
ManagementSocial Marketing Loyalty ManagementMeasurement
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ADOBE STACK: INTEGRATED CREATIVE AND MARKETING CLOUD
INTEGRATION
MARKETING MIXPLANNING
ASSET SHARING
CONTEXTUALACTIVATION
PROFILEMANAGEMENT
TAG MANAGEMENT
USER MANAGEMENT
& SECURITY
COLLABORATION
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STACK STORYTELLING REQUIRES FOUR THINGS
1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE
4. INTEGRATED DATA3. TECH
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Brand Favourability Brand Recommendation Brand Consideration
41%
31%27%
48%
40%34%
1 Platform Only (n=579) 2+ Platforms (n=371)
Source: Nielsen Online Brand Effects Expanded View – O2 Germany,
BRAND EFFECT OF STACK STORYTELLING
EFFECT OF USING TWO PLATFORMS TO DELIVER SEQUENCED MESSAGE
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MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
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MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
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MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
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MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING
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STACK STORYTELLING REQUIRES FOUR THINGS
EXPERIENCE DESIGN CONNECTION ARCHITECTURE
INTEGRATED DATATECH