yara lutz anita gandhi vice president, client …...the cmo’s dilemma social media regulationdata...
TRANSCRIPT
Presented by: Yara Lutz Vice President, Client Services Cross-Channel Marketing
Anita Gandhi Vice President, Strategic Services Consumer Insights
Data Explosion Channel & Device Overload
Cross-Channel Connection
Channel & device overload
The CMO’s dilemma
Social Media Data Explosion
Regulation ROI Financial Constraints
Customer Influence
Growth of Channel &
Device Choices
—IBM State of Marketing 2012 global survey of 350 CMOs ; July 2012;
26%
22% 27% 28% 28%
33%
41%
A very captive audience
Source: Experian Marketing Services
Not-as-captive of an audience
Source: Experian Marketing Services
Not-as-captive of an audience
15% 33 million
13% 29 million
12% 26 million
11% 25 million
Visit Websiteson Computer
Text on MobilePhone
Email onComputer
Talk on MobilePhone
Simultaneous usage while watching TV: other activities engaged very often
Source: Experian Marketing Services
93% of U.S. population have a mobile phone
Mobile opportunities
Source: Experian Marketing Services
64% of U.S. population have a smartphone
Mobile opportunities
Source: Experian Marketing Services
50% of U.S. population view email on mobile
Mobile opportunities
Source: Experian Marketing Services
15% of mobile users buy on
mobile devices Mobile opportunities
Source: Experian Marketing Services
Tablet users shop 17% of
U.S. population have a tablet
Source: Experian Marketing Services, Internet Retailer
Tablet users shop 17% of
U.S. population have a tablet
43% of tablet users
purchased on it
Source: Experian Marketing Services, Internet Retailer
Tablet users shop 17% of
U.S. population have a tablet
43% of tablet users
purchased on it
70% sales growth
projected
2013 Tablet shipments expected to
surpass laptops
Source: Experian Marketing Services, Internet Retailer
Channel reach & engagement
Shifting away from traditional
desktop
Source: Experian Marketing Services
Target different times
6 AM Midnight Midday 6 PM Midnight
Tablet
Mobile
Desktop
Source:
Messaging, 52.90%
Email, 45.10%
Websites, 44%
Social Network, 42.80%
Source: Experian Marketing Services
Remind me later results
% 164 Lift in Transaction Rate Over original email
Social influence on purchase behavior
11% of US adults are more likely to purchase items
used or recommended by friends on social
networks
Source: Experian Marketing Services
Client survey
100% of Clients Surveyed Message with Email
Client survey
48% of Clients Surveyed Message with SMS or MMS
Client survey
8% of Clients Surveyed Market to their Customers Based
on Channel Preference
Pop quiz!
What percent of U.S. brands execute true cross-
channel communication with customers and
prospects? —Internet Retailer
Pop quiz!
What percent of U.S. brands execute true cross-
channel communication with customers and
prospects? 10%
—Internet Retailer
Data Explosion Channel & Device Overload
Cross-Channel Connection
Data explosion
2.8 Zettabytes Created in 2012
(That’s 2.8 Trillion Gigabytes)
70-85% of data is
Unstructured —Gartner
Data explosion
5%of available data is
actually used (on average)
Data explosion
60% McKinsey estimates that retailers could improve operating margins by c. 60% by
better leveraging their customer data
Linking big data
Catalog Request
Name Address
Credit Card Purchase
Name ZIP Code
Online Registration
Name Email
Social Media Connection
Name Social ID
Email Opt-in
Name Email
Mobile Opt-in
Name Mobile
Linking Big Data: The Cornerstone of Cross-Channel Marketing
Online activity
Psychographic and lifestyle
Attitudes, opinions and beliefs
Demographics
Channel engagement and
preference
Data Explosion Channel & Device Overload
Cross-Channel Connection
“the more channels marketers embrace, the more email programs they’ll need to support
them” —Forrester
Email connects everything in the mix
Top marketing that leads to purchase
0%
2%
4%
6%
8%
10%
12%
14%
Email Webpage SponsoredSearch
Banner Ads
13%
Source: Experian Marketing Services
Store experience to email
Store experience to email
40%
10%
Store experience to email
2012 2013
Bringing the web to email
Bringing the web to email
Email to display targeting
Non-clicker
Email to display retargeting
Email to social
Custom Audiences results
% 50 Email match rate Facebook ID to email address
Custom Audiences results
X 9 Return on Investment From standard Facebook ad
Email to social – tweet this!
Email to catalogs
Email drives catalog request
Email to SMS
Email to text
Link Big Data to retarget across
channels
Embrace and adapt to
change – the cross-channel
reality
Leverage email to drive
connectivity between channels