It was always about her
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Transcript of It was always about her
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MAYUR GUPTA | @INSPIREMARTECH
IT WAS ALWAYS ABOUT HER
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK
HELLO.
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1998
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
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F I N D I N G T H E H U M A N W I T H I N M A R T E C H
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
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CHANGE
HAS HAPPENED
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EVERYTHING IS DIGITAL
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NO LONGER THINKS ABOUT TECHNOLOGY
CONFIDENT IT WORKS FOR HER
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BEHIND THE DISRUPTION
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!
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EMBRACE DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
T E C H N O L O G Y O B S E S S I O N
THE
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EMBRACE DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
C H A N N E L O B S E S S I O N
THE
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EMBRACE DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
HAMMER LOOKING FOR A NAIL
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
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F I N D I N G T H E H U M A N W I T H I N M A R T E C H
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EMBRACE DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
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EMBRACE DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
NEXT DROP
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F I N D I N G T H E H U M A N W I T H I N M A R T E C H
HUMAN
TECHNOLOGY
CONSUMER DESIRE – The best product at the best price at a time, location, touch point of her choice meeting her emotional and functional needs
BRAND DESIRE – Ability to sell more products to more people more often at a better price driving category growth and legendary brand building
PROSPECT
USER
ADVOCATE
HOSTAGE
INFLUENCER
SHOPPER
LOYALIST
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EMBRACE DATA & MARKETING TECHNOLOGY
F I N D I N G T H E H U M A N W I T H I N M A R T E C H
C O N S U M E R O B S E S S I O N
THE
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C CHANGE CONSUMER BEHAVIORS
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CONNECT THE DOTS
BREAK THE SILOS
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
UNLOCK DATA
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
EXPERIENCE & VALUE
ALWAYS ON SHOPPER
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NEED FOR SPEED VS DESIRE FOR PERFECTION
BIG TESTING & BIG LEARNING
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ROI
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MEDIA
STORYTELLING INFLUENCE CONTENT
DATA
COMMERCE
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F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
STOP IT.
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MAYUR GUPTA | @INSPIREMARTECH
WAS NEVER ABOUT THE TECHNOLOGY.
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK
DONE