weight watchers cnx2015 presentation
TRANSCRIPT
Weight Watchers Earns Points for High-Speed, Global Personalization Effort
Mike Olsson, Senior Director, CRM & BI, @mikeolsson
Stephanie Fitzgerald, Marketing Tech Lead
Goals –Advance Marketing Tech in 2 months
What is it Modernize Marketing Tech?
How did we organize the team ?
What are the results and where do we go from
here?
1 2 3
The Challenge: Meet the needs of three important groups
Consumer is core
Local markets need freedom to experiment
Global technology allows for economies of scale
Global Technology
Local Market’s Need
Consumer’s Need
Starting Point: Establish a baseline and then Evolve
Take stock of each market’s maturity
Understand the challenges - data, team resources, capabilities, funding
Establish micro-goals
Develop disciplined Test and Learn
Strategic, localized learnings to inform global decisions
How does the tool work?
Does the functionality support our goals?
Select mid- size markets to test
Set varying goals for functionality testing
Maximize Team Strengths
Salesforce
Technical Tasks & Consultation
Internal Marketing Tech
Tech, Marketing, Data Strategy & Management
Local Marketing
Segmentation & Content Strategy
1 2 3
Learning and Experimentation
UK – comprehensive, segmented offer testing with real time results
US – member “welcome” series with dynamic content
Agile Multi-Market Development
Idea
Develop
LaunchEvaluate
Modify
The Results: 12 Million Journeys variations, 11
Countries, 8 Week Deploy, 528 Templates
Actionable Ideas: Apply these lessons to your organization
“Micro” Goals – Pick a goal achievable in a day or two as a way to build platform confidence
Consumer Journey “Lookbook” – Build a real world experience for your Senior executives
Establish a Learning Cadence – Establish a goal whether you plan to learn or focus on revenue with a strict cadence
Where do we go from here?
• True Omni-channel – In-App, Content Marketing, Push, SMS, Social…
• Rapid Iteration of Journeys and Creative
• Deeper Integration with our Apps and Products
Questions?
Join Us For Dreamforce 2015September 15-18, 2015 | San Francisco, CA