go your own way: the many paths to addressable marketing

Go Your Own Way: The Many Paths To Addressable Marketing

Tony SteelEVP, Management Consulting Group, Merkle

Leigh Anne KelleySVP, Direct and Database Marketing, Regions Financial

Go Your Own Way: The Many Paths to Addressable Marketing

Holistic IncrementalEvolutionary

Which Path do I take? Watch this presentation in Merkle’s Performance Marketing for Financial Services

video series.

http://bit.ly/1MVizuk


Three areas of addressable marketing transformation

Performance Media

• Programmatic• Mobile• Social• Re-targeting• DSP/DMP

Cam

paig

n &

Pr

ogra

m

Focu

sed

Customer Marketing

• Enterprise Segmentation• Lifecycle Strategy• Portfolio Management• LTV MaximizationC

usto

mer

Val

ue

& P

ortfo

lio

Focu

sed

Omni-Channel Marketing

• Audience Planning• Journey Mapping• Cross Device Targeting

& Personalization• Fractional Attribution

Enga

gem

ent &

Ex

perie

nce

Focu

sed

Valu

e

Maturity

Integrated Mid-funnel

Data Access &

Connectivity

Enterprise Customer Strategy

3C’s• Context• Connectivity• Content

Platform Marketing Skills

CoreEnabler

Core Constraint

Organizational Alignment around Customer Value

Watch this presentation in Merkle’s Performance Marketing for Financial Services

video series.


Transformation - ownership & sponsorship

Performance Media

• Programmatic• Mobile• Social• Re-targeting• DSP/DMP

Cam

paig

n &

Pr

ogra

m

Focu

sed

Customer Marketing

• Enterprise Segmentation• Lifecycle Strategy• Portfolio Management• LTV MaximizationC

usto

mer

Val

ue

& P

ortfo

lio

Focu

sed

Omni-Channel Marketing

• Audience Planning• Journey Mapping• Cross Device Targeting

& Personalization• Fractional Attribution

Enga

gem

ent &

Ex

perie

nce

Focu

sed

Valu

e

Maturity

Integrated Mid-funnel

Data Access &

Connectivity

Enterprise Customer Strategy

3C’s• Context• Connectivity• Content

Platform Marketing Skills

CoreEnabler

Core Constraint

Organizational Alignment around Customer Value

HolisticIncrementalEvolutionary


video series.


Ask yourself, ‘Am I leading or managing change?’


video series.


Where do I start?

Short-term performance

Long-term health

Mar

ket,

Aud

ienc

e &

Cus

tom

er S

trate

gy

Experience Delivery

Operating Model

Technology & Data Infrastructure

Performance & Financial Mgmt

Talent Organization & Leadership

Culture &Governance


video series.


Different “types” of governance will need to be considered to ensure success. Collaboration across channels and products is a pre-requisite.

Definition and adoption of common standards around a capability or function (e.g., data governance, KPIs)

Standards Definition Governance

• Bring in external perspectives

• Clearly demonstrate value of changing status quo

• Consider need for “localization” of standards

• Challenge the sacred cows – ask “why”

Program Transformation Governance

Organize to manage large scale transformation (e.g., cCRM Roadmap)

• Senior sponsorship• Avoid decision by

committee• Participation (and

commitment) across channels and product owners & teams

• Led by a dedicated program management team

Operational Governance

Evolving from campaign centric to “always on” audience-driven experiences

• Take a cross-channel/product approach

• Align with business priorities, investments and incentives

• Identify pilots to ease into new model and to avoid disruption of business

• Clarity of roles and processes

Key

s to

Suc

cess

Des

crip

tion

New standards will emerge from the program & operational transformation

Future state operations needs to be planned concurrently with program transformation

Governance Watch this presentation in Merkle’s Performance Marketing for Financial Services

video series.


Whatever road you take ... ‘Welcome back Kotter’

Adapted from Leading Change (John Kotter, www.kotterinternational.com)

8 Steps to TransformationPreparing the organization to accept change

Implementing change

Increase Urgency

Building the guiding team

Getting the vision right

Spreading the message

Empower action

Score first downs

Don’t stop until you get

to the top and when you get to

the top don’t stop

Make change stick

Step 1

Step 2

Step 3

Step 4

Step 5

Step 6

Step 7

Step 8


video series.


Go Your Own Way: The Many Paths To Addressable Marketing

Leigh Anne KelleySVP, Direct and Database Marketing

Regions Financial

The Regions Financial Journey

Program Timeline & Channel Rollout Overview

Near Term WinsConnect select channel interactions to improve lead & disposition timeliness and trigger follow-up communications based on behavior (e.g., browsing, inquiry, attrition risk)

Phase 1 Aggregate behavioral data across key touch points and enable targeted prospect and customer nurture programs across channels.

Phase 2 Integrate channels and media to collect behavior and broker messaging in near real time.

Branch ContactCenter

IVR Site Digital Media

Email DirectMail

Mobile SocialMedia



Email DirectMail

Mobile SocialMedia



Email DirectMail

Mobile SocialMedia

2014

2015

2016


video series.


Regions – Delivering on the Roadmap

Plan Deploy Scale

Roadmap Approved

Capability Delivered

Business Case Realized

Transformation Enthusiasm Curve

High

Low


video series.


• Stay true to the vision

• Re-engage Business Leaders

• Continuously review and refine the business case

• Adapt to major budget changes

• Clear success metrics and early ‘wins’ are critical

Plan Deploy Scale

Roadmap Approved



Governance Delivering the ImpactManaging the Projects


video series.Regions – Delivering on the Roadmap


Plan Deploy Scale

Roadmap Approved



Operations

• Socialize the new model early

• The hiring process will take time

• Plan for the capacity to ‘run’ and ‘transform’ the business

• Structure a clear plan for training and ‘facilitated’ transformation

Process and Org Design Change Management




Plan Deploy Scale

Roadmap Approved



Technology

• Define a clear plan for UAT and ‘Burn In’

• Plan for other capacity required to ‘run’ and ‘migrate’

• Have a clear structure and approach for data governance

• Prepare for rapid changes to the new environment

Architecture and Development Update and Improve




Governance

Operations

Technology

Delivering the ImpactManaging the Projects

Process and Org Design Change Management

Architecture and Development Update and Improve

Plan Deploy Scale

Roadmap Approved






Watch this presentation in Merkle’s Performance Marketing for Financial Services video series

Get up to speed on how the industry's top-performing financial services brands are using addressable audience platforms to see great results with Real World Success with Performance Marketing. There are five presentations, each taking an in-depth look at how one brand celebrated huge wins:

• Video 1: Disruptive Marketing Trends in Financial Services

• Video 2: Transforming to Compete in the Age of the “Always Addressable Customer”—From vision to reality

• Video 3: Go Your Own Way: The many paths to addressable marketing

• Video 4: Turning Execution into Impact• Video 5: Institutionalizing the Addressable

Advantage


http://www2.merkleinc.com/l/47252/2015-11-18/2chzhz

The opinions expressed in the presentation are statements of the speaker’s opinion, are intended only for informational purposes, and are not formal opinions of, nor binding on

Regions Bank, its parent company, Regions Financial Corporation and their subsidiaries, and any representation to

the contrary is expressly disclaimed.