optimizing customer value at every interaction
DESCRIPTION
Consumers are boss, supported by unlimited choice & information. This presentation describes how to optimize customer value at every interaction, in a connected worldTRANSCRIPT
®
A NEW ERA FOR MARKETING
OPTIMIZING CUSTOMER VALUE AT EVERY INTERACTION
Tim SutherChief Marketing Officer
TOPICS
1. The state of marketing today
2. A capability model for driving customer engagement in a
connected world
3. Unlocking value
4. Critical success factors
THE END IS NEAR…
3
For marketing as we knew it
Consumers are boss
One night stands
Yelling louder
Media mix reflects yesterday’s consumption
Unsure (or negative) ROI
“Oooh, ahhh, that’s how it always starts.
Then later there’s running and screaming.”
-Ian Malcolm,
-The Lost World: Jurassic Park
Target 15-30% of spend to redirect
CAPABILITY MODEL FOR
A CONNECTED WORLD
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TAKING FLIGHT…
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Connect and project
Differentiated value of customers
Madmen become mathmen too
The era of customer engagement driven marketing
EXTRAPRISE…NOT JUST ENTERPRISE
Safe Haven
Online Display180mm Profiles
Advertiser
Audience
Publisher
Audience
Advertiser
Enhance
Anonymize
Match
Just Your Audience
Anonymous Match
Real Time Data Exchange
Delivery Integration
Partnership Ecosystem
Product Propensities
Channel Preferences
Media Preferences
Customer Behavior
External Insights
Attitudes / Personas Print292mm Households
Mobile60mm Users
Email224mm Addresses
TV59mm Households
Social650mm Profiles
Call Center100 million numbers
Apps
Publisher
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Focus on your audience, addressable anywhere, reached with certainty
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Some customers are worth more than others. Invest & engage accordingly.
NARROWCAST,
NOT BROADCAST
THE MASS MARKET IS AN ILLUSION
SPEAKING OF ILLUSIONS…
9
Marketers say…
“We generate the branding and strong
creative needed to differentiate ourselves
in the marketplace.”
The CEO/CFO wants to hear…
“Our analysis shows our $3 million
campaign generated an incremental $22.3
million in revenue.
We can continue to generate ROI up to a
$4.5 million spend, generating $10.6
million in further revenue, at which point
further investment loses money.”
1. Maximize value from existing customers
2. Engage with customers “there”
3. Harvest intent from prospective buyers
4. Generate demand more insightfully
5. Substitute media & channels based upon
customer preference
UNLOCKING VALUE
Prioritizing marketing initiatives in a connected world
UH, NOT EXACTLY…
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CRITICAL SUCCESS FACTORS
Not all customers are created equal. Engage/invest accordingly.
Prioritize programs by impact upon customer portfolio value.
Target your multi-dimensionally defined audience . Other
definitions waste money.
Leverage a safe haven to “anonymize & match” proprietary
customer data. Demand key partners participate.
Remember every interaction & learn. Personalize, coordinate,
test & measure
Play the data as it lies. Be “in market” in a career relevant
timeframe.
Harvest “easy money” while pursuing “big money”
Key marketing principles for a connected world
ONE FINAL THOUGHT
“…in Italy for 30 years under the Borgias they had warfare, terror, murder, and bloodshed,
but they produced Michelangelo, Leonardo da Vinci, and the Renaissance.
In Switzerland they had brotherly love - they had 500 years of democracy and peace, and
what did that produce? The cuckoo clock.”
- Harry Lime, The Third Man
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FOR MORE INFORMATION
THANK YOU. QUESTIONS?
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