Module 1:

Audience Insights and Strategy

Matt Naeger

EVP, Digital Strategy

Leah van Zelm

Principal Consultant

Source: Media Bistro Feb 2014

http://www.mediabistro.com/prnewser/what-are-americas-10-most-trusted-brands-and-why_b57512

What do these companies have in common?

• Companies are targeting the same audience, providing options

• Customers expect experiences

• Companies must respond across the customer journey

Commodity Product Service Experience

Today’s experience ecosystem is more complex than ever – more media, more channels, and “always on.”

Increasing

shareholder

vaue

The real

opportunity is

to transform the

customer

experience

But the brands that can transform the customer experience within this complex ecosystem will win.

Most

marketers

are focused

here

Sh

are

hold

er

Va

lue

“Find me” “Amaze me”

Customer Experience Differentiation

“Know me”

FN1: The Business Impact Of Customer Experience, 2013by Maxie Schmidt-Subramanian, June 10, 2013

$136

Credit card providers61 million customers

Insurance providers15 million customers

Banks15 million customers

$111

$14

Additional purchases

Churn reduction

Word of mouth

$162

$65

$9

$548

$290

$27

Advancing from a below average to an above average customer experience is worth millions of dollars.

$866 million/yr

$262 million/yr

$237 million/yr

AIDEN

Context around insurance: “ Flexibility Provides Value”

Context around brand choice: “Simple Buying Leads to Good Life”

Connected Decision MapInforms Context

Personalization Based on Anonymous Data

Exposure Consideration

“Build cash value starting now”

InsureCo Ad

Visits InsureCo.comRetargeted Display

“What age to get life insurance?”

SearchesFor Insurance

“Good value from flexibilityfor years to come”

Rated # 1 among…for simplicity and flexibility

Informs

Informs

Captured Search DataBrowsing History

“Young Professionals” bundle

Segment Specific Media Buy and Message

Consideration

Quote

Save Quote?

Saved Quote is Emailed & Texted

Recommended Coverage Levels within the Bundle”

Social Sign in

Decision Engine DrivesCoverage Recommendation

Cross-DeviceAwareness

Retargeted

“Good value from innovative brand. Finally insurance that’s understandable”

Enters basic information

Value Informs Bid Amount

Save QuoteHistory

Apply Familiarize

One application for 3 product bundle

Email Reminder

Imagery related to “The Good Life” segment“We’ll do the work, you go live ‘The Good Life’”

Save time and hassle with the ‘Young Professionals’ bundle”

Accepts Insurance Offer and determines beneficiary Receives

Package

Starts Application

DetermineBeneficiaries

2 Days Later

Personalization

Email Content Is Segment Focused

Electronic delivery for self and beneficiary

Creative and Message Test and Learn

Engage Follow-up

Visits InsureCo.com Additional Coverage

Call Center Reinforcement

Returning Customer Recognized

Social Display

Remarketed

Shown “Newlywed Package”

Email Content Informed By Customer History

Decision EngineDetermines New Coverage Recommendation

3 Years Later

Call Center Script IsSegment Sensitive

Billing Question

W E P L A N T H I S : Sees ad Calls in Becomes a customer Loyalty

But how do organizations adapt to experiences in an omni-channel world?

B U T C U S T O M E R S D O T H I S :

Adapting in an omni-channel world requires a disciplined process.

• Enterprise Segmentation

• Behavioral triggers &

sequencing

• Lifecycle stages

• Value score

• Corporate

• Brand

• Product & service

• Media

• Creative & messaging

• Offer

• Channel

• Customer Strategy

• Audience sizing

• Experience blueprint

• Media plan

• Creative brief

• Targeting &

personalization plan

• Budgeting & forecasting

• Measurement plan

• Online onsite

• Online offsite

• Call Center

• POS

• Offline (print, mail, TV,

outdoor, radio)

• Portfolio

• Experience

• Interaction

• Touch Point

STRATEGY

PLANNINGDEVELOPENT

& LAUNCH

AUDIENCE

INSIGHT

OPTIMIZATION

• Enterprise Segmentation

• Behavioral triggers &

sequencing

• Lifecycle stages

• Value score

At the foundation of the process is audience insight.

STRATEGY

PLANNINGDEVELOPENT

& LAUNCH

OPTIMIZATIONAUDIENCE

INSIGHT

Lifecycle

stages

Enterprise

segmentation

Behavioral triggers

& sequencing

Value score

Audience insight refers to understanding motivations, behaviors, lifecycle and value.

CONTEXT

ABSTRACTSlow & Intensive

INSTINCTIVEImmediate & Decisive

Enterprise segmentation

Attribute45 MPG

PersonalValueGood

Parent

DE

CI

SI

ON

CH

AI

NFunctionalConsequence

Fuel

Efficient

Saves Me

MoneyPersonal

Consequence

PE

RS

ON

AL

VA

LU

ES

PE

RS

ON

AL

CO

NS

EQ

UE

NC

ES

FU

NC

TIO

NA

L

CO

NS

EQ

UE

NC

ES

AT

TR

IBU

TE

S

Distinct

Style

Classic

Style

Increased

Focus

Increased

Confidence

Showcase My

Style

Appropriately

Achievement

Statement Piece

Prominent Design

Large Stones

Chunky

PatternEdgy,

Unexpected

Modern,

Contemporary

TimelessSimple

Clean Lines

Delicate

Design

Solid

Material

Not

Flashy/Discre

et

Exotic Lines

Recognizable

Status

Symbol

Accepted

part of

group

Self

Esteem

Elevated

Perception

from Others

Exclusive /

Not Easily

Attainable

Craftsmanshi

p

/ Well Made

Premium

Brand

Expensive

Positive

Reputation

Gratification

Good Life

Reward

Memorable

Good Customer Service

No Rush

Recommend Products

Know My Preferences

Celebrate Occasion

Experience

Iconic or

Legendary

Brand

Signature

Style

Tradition

Sustained

ValueAll American

Connected Decision Mapping Applied to Insurance

PE

RS

ON

AL

VA

LU

ES

PE

RS

ON

AL

CO

NS

EQ

UE

NC

ES

FU

NC

TIO

NA

L

CO

NS

EQ

UE

NC

ES

AT

TR

IBU

TE

S

Peace of

Mind

Time with

FamilyGood Life Feel Smart

Less WorrySave Time

and Hassle

Good

Decision

Reliable

Simple

Buying

Process

Understand-

able

Reputation

Recommended

Easy to Follow

Policy

Reviews

By Friend

By Advisor

By FamiliyConsumer

Friendly

Terms

Right

policy

CONNECTED DECISION MAP

Insurance

Do More

with MoneyFeel Smart

Stay in

Budget

Good Value

FlexibilityAffordable for

PolicyGood Brand

Longevity

Price

Terms

Coverage

Amount

Do More

with MoneyFeel Smart

Stay in

Budget

Good Value

FlexibilityAffordable for

PolicyGood Brand

Longevity

Price

Terms

Coverage

Amount

PE

RS

ON

AL

VA

LU

ES

PE

RS

ON

AL

CO

NS

EQ

UE

NC

ES

FU

NC

TIO

NA

L

CO

NS

EQ

UE

NC

ES

AT

TR

IBU

TE

S

Do More

with MoneyFeel Smart

Stay in

Budget

Good Value

FlexibilityAffordable for

PolicyGood Brand

Longevity

Price

Terms

Coverage

Amount

Time with

FamilyGood Life Feel Smart

Save Time

and Hassle

Good

Decision

Simple

Buying

Process

Understand-

able

Recommended

Easy to Follow

Policy

By Friend

By Advisor

By FamiliyConsumer

Friendly

Terms

Right

policy

CONNECTED DECISION MAP

Insurance

Peace of

Mind

Less Worry

Reliable

Reputation

ReviewsLongevity

Peace of

Mind

Less Worry

Reliable

Reputation

ReviewsLongevity

PE

RS

ON

AL

VA

LU

ES

PE

RS

ON

AL

CO

NS

EQ

UE

NC

ES

FU

NC

TIO

NA

L

CO

NS

EQ

UE

NC

ES

AT

TR

IBU

TE

S

Do More

with MoneyFeel Smart

Stay in

Budget

Good Value

FlexibilityAffordable for

PolicyGood Brand

Longevity

Price

Terms

Coverage

Amount

Feel Smart

Good

Decision

Peace of

Mind

Less Worry

CONNECTED DECISION MAP

Insurance

Time with

FamilyGood Life

Save Time

and Hassle

Simple

Buying

Process

Understand-

able

Recommended

Easy to Follow

Policy

By Friend

By Advisor

By FamiliyConsumer

Friendly

Terms

Right

policy

Reliable

Reputation

ReviewsLongevity

Time with

FamilyGood Life

Save Time

and Hassle

Simple

Buying

Process

Understand-

able

Recommended

Easy to Follow

Policy

By Friend

By Advisor

By FamiliyConsumer

Friendly

Terms

Right

policy

Reliable

Reputation

ReviewsLongevity

PE

RS

ON

AL

VA

LU

ES

PE

RS

ON

AL

CO

NS

EQ

UE

NC

ES

FU

NC

TIO

NA

L

CO

NS

EQ

UE

NC

ES

AT

TR

IBU

TE

S

Do More

with MoneyFeel Smart

Stay in

Budget

Good Value

FlexibilityAffordable for

PolicyGood Brand

Longevity

Price

Terms

Coverage

Amount

Peace of

Mind

Less Worry

Time with

FamilyGood Life

Save Time

and Hassle

Simple

Buying

Process

Recommended

By Friend

By Advisor

By Familiy

Reliable

Reputation

Reviews

CONNECTED DECISION MAP

Insurance

Feel Smart

Good

Decision

Understand-

able

Easy to Follow

Policy

Consumer

Friendly

Terms

Right

policy

Feel Smart

Good

Decision

Understand-

able

Easy to Follow

Policy

Consumer

Friendly

Terms

Right

policy

It’s important to …

Stay in budget and make

a good decision

It’s important to…

Worry less

It’s important to…

Save time and hassle

I want to…

Get a good value

I want…

reliability

I want …

Simplicity and reliability

Give me…

affordability, flexibility, easy to

follow products

Give me…

Good reputation, longevity

Give me…

Recommended brand

and easy to follow products

Good LifeFeel Smart Peace of Mind

By identifying people with similar motivations, segments emerge.

PE

RS

ON

AL

VA

LU

ES

PE

RS

ON

AL

CO

NS

EQ

UE

NC

ES

FU

NC

TIO

NA

L

CO

NS

EQ

UE

NC

ES

AT

TR

IBU

TE

S

Time with

FamilyGood Life

Save Time

and Hassle

Simple

Buying

Process

Understand-

able

Reputation

Recommended

Easy to Follow

Policy

Reviews

By Friend

By Advisor

By FamiliyConsumer

Friendly

Terms

Right

policy

“We’ll do the work, you go

live ‘The Good Life’”

Save time and hassle with the

‘Young Professionals’ bundle”

One application for 3

product bundle Finally insurance that’s

understandable

“Young Professionals”

package

Behavioral triggers & sequencing

Age 34 | Income $100K | Male

Aiden

Visits Sports, News, Fashion sites

Owns a smartphone, 10.5” tablet, 7” tablet, laptop

Doesn’t watch TV unless it is online

Travels with friends, discusses experiences online

Doesn’t understand insurance

Has a dog, and drives an SUV

Is about to get married and wants children

Has a PHD in Psychology

Likes to hike, lives in the upper Midwest

DEVICE

DMA

BUYING

BEHAVIOR

ONLINE

COMMENTARY

SITE VISITATION

SOCIAL MEDIA

USE

Lifecycle stages

Awareness

Consideration

Quote

Application

Advocacy

Loyalty

Value score is an important input into contact planning

Segment: Good Life

Individual: Aiden

Expected LTV: $950

Segment: Good Life

Individual: Cookie 12365

Expected LTV: $250 Anonymous

Individual

$4.00

$.45

$.80-$9.50

$.04

$.15

$.03

$.01

Average CostTouch Points

Native Social

Direct Mail

Outbound Call

Email

Search RLSA

Display

Online Video

Level of

investment

high

medium

low

How does it work?

Audience Value

Propositions

Customer Experience

Blueprint

Communication

ArchitectureDrives core media and

message

Message sequencing

plan Aligned to audience,

exp blueprint and

communication

architecture

Discussion

1. How would you rank your organization when it comes to

2. Which of these four areas currently poses the biggest challenge/opportunity/gap?

3. What would it mean to you (monetarily) to advance in these areas?

Lifecycle

stages

Enterprise

segmentation

Behavioral triggers

& sequencing

Value score

Thank You!

To watch the full webinar presentation, please head here:

http://bit.ly/1A52sqx