going back to fundamentals — engagement models for triggered communications

Going back to fundamentals

Engagement models for triggered

communications

Kelly Soligon

@ksoligon

Julie Rezek

@JulieRezek

Data continuum

Advertising Marketing

Business

Game

Change

5

6

Wheredo you want to put

your energy?

The evolutionof advertising

OR…

8

Revolutionshifts the focus

10

Unique Selling Proposition

USP11

12

Juicy, any

way you like

it, two lbs. of

meat, grilled,

flamed, fried

…

Unique Single Person

USP13

USP USP

I’m

hungry14

The Primal Data PointTM

15

changes the way we look at audiences

The

16

What does it all mean?

17

Not today…

19

“Humans generated

more data in 2009 than

in the previous 5,000

years combined.”Dave Evans – Chief Futurist for Cisco Systems

Facebook’s best year:

130% increase in

registered users

Twitter traffic up 1,282%

between February 2008

and 2009

LinkedIn traffic jumped

tenfold in the first six months

of 2011

“Not everything that

can be counted

counts, and not

everything that

counts can be

counted.”Albert Einstein

22

23

It’s not about the dashboard

24

It’s not about the 0s and 1s

It’s about

INSIGHT

“Intuition becomes increasingly valuable in the new information society precisely because there is so much data.”

John Naisbitt

27

Revolutionaryideas

one of your most

owned assetsVALUABLE

Data is

Your data is exclusive

Use of data is a

sustainable approach

Data

strategy is

transferable

across

paid, owned, and

earned channels

Business challenges

• B2C vs. B2B lifecycle

• Who is our customer?

• Intense competition

• Limited funding

The path to

purchase is

not linear

Image:

InformationArchitects.com

Decision making process: TV

Decision making

process: Office

External

Internal

Create business use

case; build consensus

Between IT and division

Heads to finalize proposal

with brand, ROI, and

business value

Managing directors

present proposal to

executive committee

Executive committee meets to make

decision

Awareness

External and internal

Build consensus / create business case

Initial discussion

Internal

discussion

Sharing of information

Information

Online /

develop vendor shortlist

Review

proposal

Managing directors meet

Authorize budget /

make the decision

Executive committee meets

Analyze vendors

and features

Why we get excited

Marketing + Math. Data quality, quantity, and

accessibility have brought math to marketing.

New digital tools, predictive models, and behavioral

targeting will turn insight into foresight.

Source: Booz Allen Hamilton: HD Marketing 2010:Sharpening the Conversation

Hierarchy of communications

Predict

& recommend

other products

Utilize and

engage with

product

Customer owns Office

in 3-year Enterprise

Agreement

Promotion of

benefits

Core

communications

Based on

behavior &

license

agreement

Communication Message

The fundamental evolution

Then

• Transactional – one size fits all

• Batched communications

• Based on the marketer’s

goal, not the customer’s need

Now

• Relationship

marketing –

tailored to the

individuals in an

organization

• Modeling

• Behavioral insight

• Real-time

• Based on the

customer moment

of truth

39

1

40

What we didIDENTIFY

Next Logical Purchase

License Agreement

Contactable IT Pro / Dev

FILTER

DELIVER TRIGGERED

COMMUNICATIONS

EI Data Set

Developer : Azure

IT Pro/TDM: Private Cloud

IT Pro: Systems Center

MEASURE, REFINE, ANALYZE

A/B

Testing

Open > Click >

RedemptionControl

Groups

2

43

What does it all mean?

41

42

Behaviorally targeted

ads are

more effectivethan non-targeted ads

NAI: The Value of Behavioral Targeting, Howard Beales, March 2010

Targeted

reach:

23,000

accounts

30% higher

open rate

vs.

historical

Significant

uptake:

• Trials

• Books

• eLearning

10% IRR

VS.

MSFT

historical

300 leads

generated

Over

$2.3M

in

pipeline

Results

43

Lessons learned

44

Questions?

Thank you!

Kelly Soligon

@ksoligon

Julie Rezek

@JulieRezek