Global Directions Conference September 25, 2013

Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across digital channels and devices.

Technology B2B Healthcare

Retail, Auto & Consumer Services

Financial Services

“I do not regard advertising as entertainment or an art form, but as a medium of information.” -David Ogilvy

Between 2009 and 2011 the amount of consumer references to the print Yellow Pages dropped by 4.6 Billion In states where receiving the phone book is opt-in fewer than 2% choose to do so. Even when it’s free people choose not to use it.

Between 1999-2009 more than 75,000 Travel Agents lost their jobs. What happened? They lost their role as gatekeepers of information.

Between 1990 and 2010 The Los Angeles Times circulation roughly halved- falling from 1.2 million people to just over 600,000 Newspapers and magazines, not recognizing the potential for online journalism, charged people pennies for their services but now are beginning to find a sustainable business model.

“The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.” -David Ogilvy

Short form advertising

A dialogue between companies and consumers which shapes customer attitudes, informs and enables so that they can make an educated purchasing decision

•! Getting the right data and developing a conceptual framework for interpreting it

•! Sequencing Content to reflect the state of the individual

•! The Anonymous user problem

Information Architecture

Creative Process

Social Intelligence

Psychological Learning Models

Mathematical Models

Decision Making Theory

The time for debate between multi and interdisciplinary approaches is over.

Daniel Kahnemann “Behaviorist” Daniel Kahneman observed that while economic models may be clearer with such an assumption they leave a lot unexplained. He posited that we rank according to potential cost/benefits (reward) and then evaluate them according to their likeliness to occur (risk).

Robert M. Gagné He was an educational psychologist known for his “Conditions of Learning”. His work is sometimes summarized as the Gagné assumption which declare that different types of learning exists.

Jean Piaget He was a developmental psychologist and philosopher who created the theory of cognitive development. He was also the “great pioneer of the constructivist theory of knowing”.

Thomas Bayes The mathematician who created methods in probability and statistics. His most well-known methods are related to statistical inference known as Bayesian probability, Bayes’ theorem and Bayesian inference.

Attract •! Corporate Taxonomy •! Site Optimization •! Drive to Web/

Campaign Mapping •! Triggers •! Probabilistic Models

Convert •! Social personas •! Shareable content

modeling •! Channel preference •! Taxonomy of learning

objectives •! Taxonomy of product

marketing

Retain •! Behavioral Modeling •! Behavioral targeting •! Next Best Offer •! Actionable Sales

Intelligence •! Life Time Value

Unknown Known

Campaign Mapping

Content Marketing

Data Modeling

Brand General Info Product Info Legal TA's Role in the active lifestyle Life Insurance basics/types Trendsetter Super overview Privacy Policy

History Application overview Accidental Death overview Terms and Conditions

Leadership Glossary Encore Dental Outside Resources disclaimer

Allison Bureau General (miscellaneous) info Personal Plan Builder

David Nall Organizations and associations Get-a-Quote

Rebecca Scales Ratings agencies

Lifetime Chicago Tri

El Tour de Tuscon San Francisco Rock'n'roll Marathon

Get To Know TA's Partners

List of Partners

Event's sponsored by TA

our-partners

Social Media

Careers

Log in field

A.! Carousel Hero Content 1. Select hero image based on campaigns 2. White arrow icon for CTA button HTML Fixes 1. H1 or headline over the hero image text needs to have more space between letters 2. Decrease the line-height of the H1 font over the hero image 3. Increase the size of the CTA button 4. Brighter color CTA button on each hero carousel image 5. Remove the tertiary navigation to the carousel 6. Placement of CTA buttons should be consistently placed in the right two/thirds - middle to lower half of the hero image area 7. Adjust images, if necessary, to accommodate the new CTA button location B. Tri-box area HTML Fixes 1. Make the headline one line 2. Move the headline text above the image 3. Make headline, image, CTA all links 4. Add links ot images and headline of “tri-box” area 5. Adjust the order of text, images, copy for the “tri-box” area CSS Fixes 1. Use darker grey for text 2. Larger font for the CTA

Carousel Hero

Tri-box Area

Replace Default Picture with Cityscape or East Coast Landmark

Replace with Large Quote CTA

Replace with Family Protection Copy Replace with High Quality, Best Offer

Copy

Triggers

Stat

e

Referring Site: www.intelliquote.com

Search Term:

Campaign Link:

Region (Geo-Location): East Coast – New York

Sess

ion

Viewed Tagged Content: Life Insurance

Returning Visitor: Yes

Auth

entic

atio

n Age:

Gender: Male

Previous Quote Available: Yes

1.! Headline 2.! Copy 3.! Call-to-Action Button 4.! Hero Image Area

1

2

3

4

Headline Give them the security they deserve

Copy Provide supporting copy to match messaging and tone

CTA Button Get quote

Hero Image Happy family with children - younger parents

First ‘hero’ based on SmartTarget Rules

Headline Plan for your future security

Copy Provide supporting copy to match messaging and tone

CTA Button Specified term life product

Hero Image Happy family with no children - younger adults

Second ‘hero’ based on SmartTarget Rules

1.! First time trip planners Already booked, getting ready for their first trip

2. Thrill Ride Enthusiasts Want to know the latest about new rides and share their experiences

3. Character Fans Everything and anything about their favorite movie character

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Need Want to be the first to know and want to show off to others

Key Channel Twitter, Instagram, Facebook

Key Message We’ll get your adrenaline pumping with new thrills every time you visit

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32%

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30%

40%

50%

First Timers

Thrill Ride Fans

Descriptive Detail •! Thrill ride enthusiasts tend to be repeat visitors and know all details about the park & rides. •! They represent the largest and most active group on social channels. •! Opinionated and vocal, they are the most loyal, but the most critical. •! They engage with fellow thrill riders, but don’t tend to communicate with other personas. •! They dominate Youtube and Instragram, posting the most images and video.

•  By analyzing shared content, we determined 3 categories that defined each piece of content: type, theme, and underlying message.

•  By breaking these down into semiotic codes, we can then quantify the primary drivers of sharing by category.

Content Types Themes Underlying Messages 1 News 2 Viewpoint 3 Quotes 4 Gossip 5 Call to Action 6 Speculation 7 Expectation 8 Publications 9 Contest

10 Joke 11 Personal Story 12 Stats 13 Poll 14 Snapshot 15 Artifact 16 Interview 17 Quiz

1 Vacation 2 Family 3 Harry Potter 4 Rides 5 Movies 6 Weather 7 Holidays 8 Florida 9 Celebrities

10 Once in a Lifetime 11 Unknown Wonders 12 Orlando 13 Disney 14 Theme parks 15 Wizarding World 16 Discounts

1 You should know this 2 We love great days 3 Thrills 4 The next big thing 5 It’s worth the wait 6 Be patient 7 Relax and enjoy 8 Too cool 9 Don't want to leave

10 Greatest day of my life

Pre-Trip: Build Excitement & Anticipation Post-Trip: Share the experience In-Trip

T-60 Days T-30 Days T- 1 Week Trip Week 1 Week Post 30-days Post 60 Days Post

First Timers Get ready for the time of your life

Tips to make your visit memorable

Packing list – don’t forget…

Thanks for your visit, tell your friends Share your memories Book your return

early and save

Thrill Riders Check out the latest new rides

Share what you’re looking forward to

Got everything ready

Share your favorite ride

Upload your video, rate the rides Join the club Book early and save

Character Fans

Learn what others are saying

Take a quiz and test yourself Latest updates

Share your wizarding

experience Share with fellow fans Join the club

Book your return trip and get special

extras

Channel Before the Trip During the Trip Post Trip

Website Learn about the Park Up to date alerts Ratings & Reviews

Blog Learn what's happening N/A Comments

Forums Get tips and advice N/A Share experience

Twitter Search info ②  Share real-time experiences N/A

Facebook See others' experiences Share real-time experiences Share experience

Instagram ①  See others' images ①  Share real-time experiences ①  Share experience

YouTube See others' video N/A ②  Share experience

App Engagement Real-time Engagement N/A

Errors Received Customer experience

Files & Items Viewed Personalization

Text Entered & Deleted Fraud detection

IP Address Location & history

Browsing Behaviour Relevance & customer experience

Recency & Frequency Timing & tone

Social Media Profiling & personalization

Mobile Apps SCV & brand loyalty

Media Player Interaction Customer engagement

Device Used Profiling, SCV, rendering & level of immediacy

Referring URL & Search Campaign effectiveness

Internal Search Terms Delivery of relevant content, price sensitivity

Abandoned Baskets Retargeting

Suggested summer wear!

CRM Data Customer model Social intelligence Self-optimizing offers Behavioral history In-session real-time clickstream data Predictive Personalized Dynamic Content Sale:

Kids swimwear

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Email

Tier 1 – Free overnight shipping

Tier 2 – Free overnight

shipping with minimum $100 purchase

Tier 3 – Free regular

shipping Tier 4 – Free regular

shipping with minimum $100 purchase

Tier 1 – Free overnight shipping

Tier 2 – Free overnight shipping with minimum $100 purchase

Tier 3 – Free regular shipping

Tier 4 – Free regular shipping with minimum $100 purchase

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Offline Advertising (TV, Print, Out of Home)

Digital Marketing (Web, Social, Email, Banner, Search…)

Database Marketing (Direct Mail, FSI, DRTV)

Analytics & Optimization (Reporting & Measurement)

Increase revenue & conversions •  10 x increase in revenue per email •  Seven figure incremental revenue p.a.

from hot online leads passed into the call centre

•  100% upli" in average order value •  240% improvement in click-to-buy ratio •  20% increase in online conversion rates •  3.24% upli" in new account sign-up

Reduce spend •  51% reduction in catalogue

shipments year to year •  10% reduction in marketing spend

with no loss of sales •  Six figure savings p.a. due to online

fraud detection •  Six figure savings p.a. due to

channel migration from call centre to online

•  Reduce PPC spend by 30% with no reduction in sales

PLAN"

Social Intelligence

Customer Analytics CRM

Customer Commitment

Customer Behavior

Customer Activity

Insight & Analytics

BUILD"

Campaign Management

Smart Target

Audience Manager

Profiling Segments

Targeting Rules

Session Data

Target & Orchestrate OPERATE"

Media Manager

CMS CMO Dashboard

Omni-Channel Distribution

Rich Media Management

Performance Reporting

Publish & Optimize

Social Media

Email Tablet SMS Call Center Search Web Direct

Mail Smart Phone Display Video

Center

Email Email Campaign Mgmt. CRM Analytics