isobar digital transformation 3.25.15

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Page 1: Isobar Digital Transformation 3.25.15
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The Music of the British North-West 1980-1995

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A"Timeline

Punk"Beginnings"1976383

Factory"Era"1982387

Madchester"1988392

Britpop"1988392

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that’s how relevant most brands are, to be honest

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you already know more about me

than…

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• what’s happened to us? • why can’t we cope? • 3 steps to transformation

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THE AGE OF ME

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What my friends are

doing

Who I can chat to right now

How my band is doing on Facebook

Some guy from the other band last night

Me

Me

My pics, messages + events

My band

Music I like

Work stuff I do

Family

Games I signed up for (because friends made me)

My notifications

Jacqui hates Jeremy Clarkson

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what does this mean for business transformation?

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there are lots of ways to be relevant

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consumer participation drives revenue Free People, an Urban Outfitters brand, received 10k photos to their FP Me style network which drove a 42% increase in same-session conversion

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…so long as you do it in the right spaces

PRINT

TV

EMAIL

.COM

FACEBOOK

NICHECOMM.

ONLINEMASS

RETAIL

SNAPCHAT

APPS YOUTUBE

TWITTER

INSTAGRAM

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“Because most retailers haven't yet created efficient multichannel models, consumers are working it out for themselves, using different channels in ways that best suit them.”

PWC – Understanding how online shoppers are reshaping the retail experience - 2012

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Established powers are being out-relevance’d

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Tom"Goodwin,"Havas,"Techcrunch

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how do we achieve relevance through digital transformation?

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• be ACTUALLY customer centric • define yourself through your experience • drive every touchpoint with data

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being customer centric is more than just being a bit nicer on the phone

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an example of irrelevance…

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how people really use channelsCONSIDERATION

APPS

RETAIL

REVIEWS

BLOGS

LOCAL INFLUENCERS

BRAND SITE

SEARCH BY PRICE

PURCHASE

FRIENDS

RETAIL

BRAND SITE

SEARCH BY PRICE

PARENTS

MOBILE

awareness / out-of-market

FRIENDS

OFFLINE MEDIAATHLETES

SPONSORSHIP

DISPLAY ADS

BRAND

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define yourself through your experience

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drive every touchpoint with data

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What does a personalizedexperience look like?

• Personalized experience on previously purchased product • Tell the story of users’ journey with the brand

• Users’ interests in product verticals selects relevant product lines and content for display

• Site administrators act as ‘hosts’ to manage the community • Meta-data from conversations inserted into consumer profile

• Insert user’s personal content into site experience

• Enhance with local stock availability • Connect brand advocates in the same location

• Use inbound search strings to customize display layer on homepage

• Site navigation history used to surface previously viewed and other relevant product and content

• Define product display by general popularity • Enhance product pages with friends’ preferences

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Data from interactions across all touchpoints

Site context and contextual need-state

CMS

Create multi-channel one-view customer record

• Define framework for accreting data points into the customer record • Rebuild .com infrastructure around dynamic and individualized approach • Institute continuous program of hypothesis testing and optimization

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some examples

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•25% increase in conversion for paid search •Multivariate testing of creative offers 19% site conversion increase

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Tim Dunn Director of Strategy isobar Guitarist - New Row @timmcdunn