Richard Robinson, Managing Director & VP EMEA, Turn

It’s not about the Tech

3

It’s all about the consumer

Maintaining consistency has become very challenging.

37% of online adults in Europe are always addressable — multi-device and multi-location.”

Source: Forrester

Consumers are defining their own journey

Looking at Latest Products

Young Urban Professional Upsell During

PurchaseEmail Based on

Call to Action Personalised Recommendation

Abandoned Cart Remarketing

Discount OfferCross-sell

Affinity Message

Call to Action

Collecting and connecting insights at every touch point is key

INTE

RE

ST

TIME

ANONYMOUS (PERSONA) MARKETING KNOWN (PERSONALISED) MARKETING

KNOWNCONSUMER

MOBILE VIDEO

DESKTOPDISPLAY

TABLETAPP

EMAIL

PRODUCTPAGE

SHOPPINGCART

CALL CENTER

IN STORE

SOCIAL

EMAIL

Data driven insight = 50% reduction in cost per lead

AUDIENCE INSIGHTS

Differences between Saloon owners vs

SUV owners

CRM & 3RD PARTY DATAComparison revealed

some unexpected results

SUVOWNERS

FamiliesLikely to own skisCreative should

have winter setting

SALOONOWNERS

Youngerx3 Android phonesReworked creative

to focus on Bluetooth not iPhone

Data-Informed Engagement: Auto manufacturerConsu

merData-Informed Engagement: Auto manufacturer

What to watch out for

Now you see me. Now you don’t.Ensure that you have the highest possible data

consistency opportunity. Lost data is a lost prospective customer

Constantly late to the party.Real time should mean real time, not at some time

Always keeping you guessing.Have the full picture, not just part of it

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Final Thoughts:

• Put the customer(s) front and centre in your planning

• Get to know the person behind the prospect

• Find that tech that is right for you and your customer’s experience

@RobinsonRGturn.com

Thank you!