dma presentation kathleen_for slovenia marketing conference 2014
TRANSCRIPT
Take outs from DMA 2013Chicago October 12-16Kathleen Peeters
Mobile
Location
Visualization
Analytics
Loyalty
Innovation The changed role of Marketing
Data
The NEW customerverywhere
commerceE
Internet Empowered
Tech Savvy
Time Starved
Information Rich
NEW CUSTOMERS
Shopper needs = new rules for retail
ConvenienceMore than just about time
NEW CUSTOMERS
Amazon UK
NEW CUSTOMERS
Shopper needs = new rules for retail
LoyaltyDoing the right thing by
your customer
+ control
ConvenienceMore than just about time
ExperienceCreating emotional
resonance
ValueSharing value with your
shoppers:
Price, Service, Quality
6
NEW CUSTOMERS
Zappos
Unlimited free shipping/return policy
7
NEW CUSTOMERS
In search of assuranceMore quality & transparency
Shopper needs = new rules for retail
LoyaltyDoing the right thing by
your customer
+ control
ConvenienceMore than just about time
ExperienceCreating emotional
resonance
ValueSharing value with your
shoppers:
Price, Service, Quality
NEW CUSTOMERS
CONVENIENCE, LOYALTY, EXPERIENCE, VALUE
LO
YA
LTY
CO
NV
EN
IEN
CE
EX
PE
RIE
NC
EV
AL
UE
RIGHT WOW
NOW SMART
Source: Kantar Retail Analysis
NEW CUSTOMERS EXPECTATIONS
Time
Cu
sto
mer
Val
ue
Interest Engage Grow &Delight
Monitor & Retain
Data Integration
AnalyticsOmni
ChannelMeasure
Guest Path
FollowLHW on FB
LikeJoin Now
LHW on Twitter
NEW CUSTOMERS
Voice of Consumer
Challenges for companies
New focus on retention
& churn reduction
Provide more
personalization
Learn to engage
customers to opt-in
11
Achieve frictionless,
high value customer engagement
cross channel
NEW CUSTOMERS
2 140
Voice of Consumer
Learnings
Which has more impact on retention and repeat purchases:
Customer Satisfaction or Customer Engagement/Relationship?
Engagement/Relationship strength has
12 times more influence on retention and
repeat purchases than satisfaction
Satisfaction is a minimum expectation
12
NEW CUSTOMERS
Which is more significant driver of word of mouth recommendations:
Customer Satisfaction or Customer Engagement/Relationship?
Engagement/Relationship strength has
18 times more influence on word of mouth
recommendations than satisfaction
This has profound implications for
re-allocating greater budget for
Retention/Relationship building
13
Voice of Consumer
Learnings
NEW CUSTOMERS
Terminology
From CLOSING THE DEAL…
…to BEGINNING A DEAL
NEW CUSTOMERS
15
NEW CUSTOMERS
DATA
Everybody
talks about
BIG DATAbut who cares!
It’s not about big data…
It is about making data
ACTIONABLE
BIG DATA
ACTIONABLE
…People & Personality
is the HOW
…is about
…is the WHAT…
SCIENCE…
DATA
“There is no better place to start than data, since it is the
fuel needed to make insightful decisions that can drive your
business forward.”
DWH
CRM
Digital
Mobile
Social
Other
DataQuality
Data Integration
Data Model
Data Governance
D
A
T
A
S
O
U
R
C
E
S
Where do we begin?
DATA
DATA
Challenges?
We think not…
Opportunity #1
Opportunity #2 Opportunity #3
Ability to collect & immediately
access granular data
[Addressing Latency & Tag
Management]
Pre-processing data for
marketing and analytics
[Adding Business
Context]
Leveraging advanced analytics
& marketing automation
[Relevance & personalization]
DATA
21
DATA DRIVENmarketing u.s.
8,7%of total GDP
DATA
Data Utilization Accelerates
Programmatic display, omnichannel demand,
drive digital data use cases
Databases become more sophisticated
repositories of online and offline data
Technologies to activate the data mature
along with the talent to use it
2 140
DATA
DATA
BIGDATA
STAYS
Visualization
NEW CUSTOMERS
DATA
VISUALIZATION
http://www.informationisbeautiful.net/visualizations/worlds-biggest-data-breaches-hacks/
VISUALIZATION
27https://pbs.twimg.com/media/Blt0vL3CQAAKovO.jpg:large
VISUALIZATION
WHY is Advanced Data Visualization Critical?
Firms need to use data visualization because
information workers:
Cannot see a pattern without data visualization
Cannot fit all of the necessary data
points onto a single screen
Cannot effectively show deep and broad
data sets on a single screen
Need for proactive alerts in business
Need the data to be presented in a very
clear way, or there will be no decisions made
2 140
VISUALIZATION
VISUALIZATION
The NEW Consumer
Data Visualization
verywhere
commerceE
verywhere
commerce
From Purchase Funnel…
E
…To PURCHASE FISH
COMPLEX WORLD OF FEEDBACK INVOLVING
Research
Multi-channel contact
Testing of opinion with
other consumers
Purchase
verywhere
commerceE
35
PURCHASE FISH
verywhere
commerceE
Consequence
STORES NEED TO
IN TIME & SPACE
DISAGGREGATION
verywhere
commerceE
2 140
The CLEV modelverywhere
commerceE
The NEW Consumer
Data Visualization
Mobile
verywhere
commerceE
MOBILE
39
MOBILE
40
MOBILE
41
SECOND SCREEN
TABLET ADOPTION
combines with
Smart „Connected‟
TV’S and
GAME CONSOLES
MOBILE
Of smartphone shoppers
use mobile device to help
them shop in store
Sexy little numbers…
Of shoppers prefer
to reference smartphone
over asking shop assistant
84%
73%
MOBILE
Sexy little numbers…
Of people keep mobile
with them day and night at
arms length
Highest penetration of
smartphone vs. mobile
devices in Spain74%
90%
MOBILE
Sexy little numbers…
+ 68%M-COMMERCE
44
MOBILEADVERTISING
x 2year over year
+++SOCIAL
INTERACTIONS ON MOBILE
MOBILE
Path of purchase
SYNCHRONIZE
VAPORIZE
REORGANIZE
Create mobile service or multiple touchpoints
Reach at moments in time and place, immediate need and action
Activate purchase from any step in path to purchase
2 140
The NEW Consumer
Data Visualization
Mobile
Location
verywhere
commerceE
INTERACTION BETWEEN
BASED INFORMATION
SMARTPHONES
LOCATION
LOCATION
LOCATION
LOCATION
VS .
in 2011
of US cellphone users use mobile
location at least weekly
Is the new cookie!
In 2015 sales via
social channels predicted
$5 billion
http://www.youtube.com/watch?v=c6ATOgEcR1U
LOCATION
Local – Drive Opportunity96% Smartphone users who have researched
a product or service on their phones
94% Smartphone users who have
searched for local information
90% Smartphone users who acted
within 24 hours
70% Smartphone users who called
businesses after searching
66% Smartphone users who visited
stores in personOPEN
LOCATION
Click through rate by proximity
to a business destination
CTR
Increase
Miles
LOCATION
Real question:
Now that we know where you are,
which media will we use to reach you?
Placing a digital barrier around certain locations
enabling action when user is in a specific spot
visit a location after
receiving alert
Geofencing
made purchase
(50% unplanned)
LOCATION
LOCATION
54
iBeacon > NFC
LOCATION
FORMS OF EXCHANGE, MEDIA & COMMERCE
For Marketers, this means
OPPORTUNITY
SO LO MO
2 140
The NEW Consumer
Data Visualization
Mobile
56
Location
verywhere
commerceE
57
Even death becomes social…
SOCIAL DATA
EVERYWHERE
SOCIAL DATA
EVERYWHERE
Dynamic
Hard to decipher signals from noise
Difficult to measure ROI
Unstructured
SOCIAL DATA
EVERYWHERE
Sources
Social conversations
Social actions (brand specific)
Social graph (relationships between people, with brands)
59
SOCIAL DATA
EVERYWHERE
Why?
Determining customer interests (has shelf-life = relevance)
Detecting in-market signals (intent)
Identifying relevant influencers• highly connecter=reach
• relevant content
• impact via high engagement
2 140
SOCIAL DATA
EVERYWHERE
Turning insight
into action
61
The NEW Consumer
Data Visualization
Location
Loyaltyverywhere
commerceE
Mobile
LOYALTY
2 140
From points to engagement, loyalty programs begin
to add new incentives (currencies) – whether social
causes, health or lifestyle rewards
Loyalty goes mobile, so you can take it with you –
carry it or wear it!
THE QUESTION:
WHEN DOES LOYALTY START?
Starts at first INTERACTION, not transaction:
this changes how to reward behavior
The continuing evolution of
The NEW Consumer
Dat
aVisualization
Loyalty
Location
verywhere
commerceE
Mobile
LOYALTY
2 140
The king of relationships
Chief Story Officer
of businesses increasing content
marketing budgets
Mobile content marketing strategies will lead the
way in-store to see the ROI
Director of Content becomes a Marketing Job
60% of corporations are doing content marketing –
they will finally define it in 2014
The NEW Consumer
Data
Mobile
Loyalty
Location
Analytics
Visualization
verywhere
commerceE
Include social data
ANALYTICS
2 140
Need to link advanced analytics & web
and digital analytics
ANALYTICS
Data
Mobile
Loyalty
Location
Visualization
Analytics
The NEW Consumer
verywhere
commerceE
MARKETING OPERATIONS MANAGEMENT (MOM)
DefinitionIs a version of end to end marketing
process optimization, from planning and
budgeting, through marketing asset management,
to global marketing execution and analysis.
Is the alignment of people, process and
technology to support marketing activities and
improve marketing effectiveness.
70
MARKETING OPERATIONS MANAGEMENT (MOM)
MARKETING OPERATIONS MANAGEMENT (MOM)
72
MARKETING OPERATIONS MANAGEMENT (MOM)
Trend
THE RISE OF
MARKETING
2 140
MARKETING OPERATIONS MANAGEMENT (MOM)
Driven by enterprise business marketing,
not tactical marketing
74
Trend
OMNICHANNEL
CUSTOMERENGAGEMENT
MARKETING OPERATIONS MANAGEMENT (MOM)
MARKETING OPERATIONS MANAGEMENT (MOM)
Cycle times shrink
Marketer Expectation:
“I need to respond/react faster”
Reality:
Campaign and interaction cycle times from planning
to execution continue to shrink – pressuring
suppliers to be more agile – from development to
delivery
Consumer expectation:
“I want it NOW”
2 140
MARKETING OPERATIONS MANAGEMENT (MOM)
Turning insight into action
MARKETING OPERATIONS MANAGEMENT (MOM)
78
Data
Mobile
Location
Visualization
Analytics
The NEW Consumer
Loyalty
Innovation
verywhere
commerceE
INNOVATION
INNOVATION
PILLAR CULTURE PILLAR TEAM
Everyone needs a coach.
Innovation that happens from top
down is orderly but dumb.
Innovation that happens from
bottom up is chaotic and smart.
Innovation ≠ Olympics
Culture of trying & failing
20% of kayak
e-mails = tests
INNOVATION
INNOVATION
Data
Mobile
Location
Visualization
Analytics
The NEW Consumer
Loyalty
Innovation
verywhere
commerceE
The changed role of Marketing
Things real people don’t say
Things
real people
don’t say
about advertising…
THE CHANGED ROLE OF MARKETING
THE CHANGED ROLE OF MARKETING
“ There‟s never been a more
exciting time to be in
marketing because change
will continue, no one is going
to be bored”
Terry Jones
Change agents say…
THE CHANGED ROLE OF MARKETING
“ We in marketing need to
make the rest of the
organisation uncomfortable”
98
Change agents say…
THE CHANGED ROLE OF MARKETING
“ If you don‟t like change,
you‟re going to like
irrelevance even less”
Change agents say…
THE CHANGED ROLE OF MARKETING
larger purchaser of technology
than IT, but not technologist role
chief story teller
CMO
THE CHANGED ROLE OF MARKETING
Fix what they don‟t like
Have conversations with customers to
make them more successful
Listen to the customers!
Keep your eyes on the ball!
Only 1 out of 5 companies know
who their core customers are
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1
2
Mobile
Location
Visualization
Analytics
Loyalty
Innovation The changed role of Marketing
Data
The NEW customerverywhere
commerceE
THANK YOU
Marketing and Communication Directorwww.bisnode.be | www.bisnode.com
@kathleenonthego
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