experience design & creation
DESCRIPTION
Experience Design & Creation is an essential competency that lies at the core of the Platform Execution’s success. This presentation was presented at Merkle's 11th Annual CRM Executive Summit by Patrick Collins, SVP Customer Experience Group, Merkle.TRANSCRIPT
© 2014 Merkle Inc. | Confidential 1
EXPERIENCE DESIGN & CREATION
© 2014 Merkle Inc. | Confidential 2
Identity Management
Audience Management
ConsumerPrivacy & Compliance
Media Optimization
Channel Optimization
ExperienceDesign & Creation
Platforms Utilization
Measurement & Attribution
Marketing Technology
Platform Data
Platform Execution
Platform Enablers
2
Introducing the Platform Marketer Competencies
The Platform Marketer embodies the collective competencies needed to successfully exploit addressability at scale. By honing these skills, the Platform Marketer is creating competitive advantage for many organizations and is driving digital performance.
© 2014 Merkle Inc. | Confidential 3
Introducing the Platform Data Competencies
Media Optimization
Channel Optimization
ExperienceDesign & Creation
Platform Data
Platform Execution
Platform Enablers
Experience Design & Creation is an essential competency that lies at the core of the Platform Execution’s success.
© 2014 Merkle Inc. | Confidential 4
Experience Design and Creation
4
© 2014 Merkle Inc. | Confidential 5
The platform marketer seeks Creative agencies capable of developing … … multi-channel
personalizedexperiences
… frictionless experiences
… a deeper understanding of
the consumer
… a culture of testing
… rockstarmedia creative
© 2014 Merkle Inc. | Confidential 6
The platform marketer seeks Creative agencies capable of developing … … multi-channel
personalizedexperiences
… frictionless experiences
… a deeper understanding of
the consumer
… a culture of testing
… rockstarmedia creative
© 2014 Merkle Inc. | Confidential 7
A Traditional Creative Brief
© 2014 Merkle Inc. | Confidential 8
The Creative Brief needs to be informed by well constructed Consumer and Segment Insights
© 2014 Merkle Inc. | Confidential 9
Personal Values Drive Complex Human Decisions.
Understanding them is Key to Developing the Best Creative Brief.
© 2014 Merkle Inc. | Confidential 10
The platform marketer seeks Creative agencies capable of developing … … multi-channel
personalizedexperiences
… frictionless experiences
… a deeper understanding of
the consumer
… a culture of testing
… rockstarmedia creative
© 2014 Merkle Inc. | Confidential 11
Well informed Concepts
© 2014 Merkle Inc. | Confidential 12
One page template shows all versioning for each concept
- Lower rounds of creative review with our clients
- One-touch Legal review
- Simple guidelines for implementation from the media team
© 2014 Merkle Inc. | Confidential 13
With multiple versions and custom audiences,
number of ads available:
336ads
© 2014 Merkle Inc. | Confidential 14
The platform marketer seeks Creative agencies capable of developing … … multi-channel
personalizedexperiences
… frictionless experiences
… a deeper understanding of
the consumer
… a culture of testing
… rockstarmedia creative
© 2014 Merkle Inc. | Confidential 15
Friction kills conversion.
Friction can be fixed.
Friction is everywhere.
© 2014 Merkle Inc. | Confidential 16
Frictionless experiences adapt to any device
Mobile Conversion up 100% Tablet Conversion up 70%
Forrester recognizes Merkle as one of the leaders in adapting existing experiences to Mobile/Tablet
© 2014 Merkle Inc. | Confidential 17
Frictionless experiences adapt to any device…in email as well…
© 2014 Merkle Inc. | Confidential 18
Frictionless experiences are built or simplified by great UX experts
© 2014 Merkle Inc. | Confidential 19
The platform marketer seeks Creative agencies capable of developing … … multi-channel
personalizedexperiences
… frictionless experiences
… a deeper understanding of
the consumer
… a culture of testing
… rockstarmedia creative
© 2014 Merkle Inc. | Confidential 20
Platform marketers understand the Importance of a Testing Culture to Frictionless Experience
Control
Test A
Control
Test A
© 2014 Merkle Inc. | Confidential 21
The platform marketer seeks Creative agencies capable of developing … … multi-channel
personalizedexperiences
… frictionless experiences
… a deeper understanding of
the consumer
… a culture of testing
… rockstarmedia creative
© 2014 Merkle Inc. | Confidential 22
Frictionless experiences use Personalization to engage in a conversation with the consumer
Zone 1
© 2014 Merkle Inc. | Confidential 23
Personalization Maturity Stages
Revenue Impact
• Basic "Batch" List Targeting
• No Optimization• Email or Print• Single Message for
everyone• “Dear Harry”
Personalization
• Simple Segmentation• A/B Testing• Email tied to Site
Landing Page• Email Champion
message delivered to everyone
• Tag Personalization
• Model Defined Segmentation
• Multivariate Optimization• Email tied to Site
Landing Page • Optimization within Email
and landing page• Tag Personalization
• Segment or persona driven
• Automated Modeled• Optimization• Channel and Media
Integration • Best Message / Best
Product Offer• Personalized with
customer / product attributes
• Customer Journey Based Segmentation
• Automated Predictive Optimization
• Channel and Media Integration
• Next Best point within the conversation / relationship
• Personalized content based upon conversation
Characteristics and Tactics
Channels
Stage 1
Static Campaign
Stage 2
Rules Based Campaign
Stage 3
Model Based Campaign
Stage 4
Integrated Customer Centric
Stage 5
Customer Centric Conversation
60% 120%20%- 3% 10%
© 2014 Merkle Inc. | Confidential 24
Customer Centric Conversations at the moment of Conversion
Inform a conversation across touch points
Connected Customer Profile
Message
Treatment
Context, Device, Time
OfferCustomer Value
Preference
CRM Data
Device Geo
Cookie
Customer Event Stream
Assembly of Intelligent Dynamic Communication
Create connected view across anonymous and known consumers
Personalization
© 2014 Merkle Inc. | Confidential 25
Experience Design & Creation – Frictionless Experiences require Mobilization, Personalization, and a Testing Culture for Continuous Optimization.
Media Optimization
Channel Optimization
ExperienceDesign & Creation
Platform Data
Platform Execution
Platform Enablers
Platform Execution – Key Takeaways
© 2014 Merkle Inc. | Confidential 26
Thank You!
Patrick CollinsSVP Customer Experience Group, MerkleTwitter: @patrickcollins1