Evolution of Mad Men: How Data and Technology Power Customer Experiences
-
Upload
mariam-giorgadze -
Category
Marketing
-
view
118 -
download
0
Transcript of Evolution of Mad Men: How Data and Technology Power Customer Experiences
![Page 1: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/1.jpg)
![Page 2: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/2.jpg)
![Page 3: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/3.jpg)
![Page 4: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/4.jpg)
CUSTOMERS AT THE FOREFRONT OF INNOVATION!
HOW MARKETING DRIVES CHANGE IN THE DIGITAL WORLD.
MARIAM GIORGADZE SAN FRANCISCO
HULT GLOBAL ALUMNI SUMMIT JUNE, 2016
![Page 6: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/6.jpg)
“WE’D ACHIEVE MORE IF WE CHASED THE DREAM INSTEAD OF THE COMPETITION”
SIMON SINEK, “START WITH WHY”
![Page 7: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/7.jpg)
WELCOME TO:
THE AGE OF CUSTOMER
![Page 8: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/8.jpg)
![Page 9: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/9.jpg)
+The Latest, Best Data Acquisition Deal!
![Page 10: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/10.jpg)
86% of CMOs Believe They Will Own
End2End CX by 2020Source: Marketo, CMO Research 2015
![Page 11: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/11.jpg)
Source: http://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
![Page 15: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/15.jpg)
The Birth of the Creative
Technologist
![Page 16: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/16.jpg)
CREATIVE
TECHNOLOGY DATA
CUSTOMER EXPERIENCE
![Page 17: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/17.jpg)
“THE FUTURE BELONGS TO RELATIONSHIPS”
DANIEL BURRUS
![Page 19: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/19.jpg)
Power of Data Exchange
![Page 20: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/20.jpg)
Building the Infrastructure for 101 Tracking
![Page 21: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/21.jpg)
Source: Divisadero
![Page 22: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/22.jpg)
TURNING IT ALL INTO YOUR COMPETITIVE ADVANTAGE
![Page 23: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/23.jpg)
Source: http://annuitas.com/2016/02/25/what-funnel-flipping-means-to-me/
THE “REVERSED FUNNEL”
![Page 24: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/24.jpg)
Marketing Phases Awareness Consideration Conversion Retention Advocacy
Buyer Persona
Marketing Goals
Call to Action
Message/Tone
Content Type
Content Form
Channels
Touchpoints
Data Points
Context Data
KPIs/Metrics
Data Sources
Analytics Tools
Marketing Platforms
Partners
![Page 25: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/25.jpg)
TO SUM IT UP:
MARKETING INFLUENCED BY “DIGITAL DYNAMICS”
▸ Speed
▸ Adaptability
▸ Adjacency
▸ Scale
▸ Precision
Source: Scott Brinker, 2016, Hacking Marketing, Chapter 3
![Page 26: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/26.jpg)
BUSINESS MODEL STATEMENT:
“MAKE ONLINE SHOPPING SO EASY AND CONVENIENT THAT CUSTOMERS WON’T
HAVE TO THINK TWICE. IT CAN BE SUMMED UP BY THE BUTTON ON EVERY
PAGE: BUY NOW WITH ONE CLICK.”
You Want to Guess the Company?
![Page 27: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/27.jpg)
![Page 28: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/28.jpg)
“IT IS CRITICAL TODAY THAT MARKETERS THINK ABOUT THE CONTEXT OF THEIR CUSTOMER ON THE PATH TO PURCHASE: WHERE THEY ARE, WHAT DEVICE THEY ARE ON, WHAT THEIR LIKELY MINDSET IS IN THAT GIVEN MOMENT”
DAN ARIELY
![Page 29: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/29.jpg)
3rd Party Data + Programmatic Media Buying
![Page 30: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/30.jpg)
Data-Powered Mood Targeting
![Page 32: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/32.jpg)
Experience Your Car in a Whole New Way
![Page 33: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/33.jpg)
Own the Customer Journey!
![Page 34: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/34.jpg)
PARTING THOUGHTS:
Foster the culture of collaboration: exchange data & connect technologies
Design CX by aligning all departments around it
Develop the data strategy!
Act like a technology company:
![Page 36: Evolution of Mad Men: How Data and Technology Power Customer Experiences](https://reader031.fdocuments.in/reader031/viewer/2022022412/58f1e9411a28ab863a8b45b3/html5/thumbnails/36.jpg)
Thank You!
@mariamgiorgadze
/in/mariamgiorgadze