Start Reaching the Always-On Consumer Starting Now: Five Key Marketing Projects to Tackle This Year
Transcript of Start Reaching the Always-On Consumer Starting Now: Five Key Marketing Projects to Tackle This Year
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Are You Ready for the 2016 Consumer? Five Key Marketing Projects to Tackle This Year Signal Webinar Featuring AKQA
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5/7/15
Drew Wahl Director of Business Development, AKQA
@DrewWahl
Ana Milicevic SVP, Global Strategic Consulting, Signal
@aexm
Today’s Speakers
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§ Intro to Signal & AKQA§ 5 Key Recommendations for Marketers§ Audience Q&A
Today’s Agenda
5/7/15
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Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
5/7/15
Company overview
A new foundation for marketers.> SaaS marketing technology company launched in 2010> 150+ people> Raised $50 million from leading investors> 20,000 clients and agencies rely on our technologies
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Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
We provide global leadership!
Chicago – Corp. HQ 111 N Canal St. Chicago, IL 60606
New York Office 195 Plymouth Street Brooklyn, NY 11201
São Paulo Office 1060 Rua dos Pinheiros São Paulo, SP 05422-‐001
London Office 11 CharloGe Mews London, W1T 4EQ
Tokyo Office 3-‐19-‐23 Minami-‐Azabu Minato-‐ku, Tokyo, Japan 106-‐0047
Sydney Office 241 Commonwealth Street Surry Hills, NSW 2010
Singapore Office 80 Robinson Road Singapore 068898
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We deliver the data + identity foundation for cross-channel marketing.> We’re a SaaS marketing technology company founded in 2009. > We’ve got 150+ people on our global team. > We’ve raised $50 million from leading investors. > More than 15,000 brands and agencies rely on our
patented, real-time solution.
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AKQA is an ideas and innovation company. We exist to create the future with our clients. We design adaptive digital services
and applications. These ideas capture the imagination and deliver real business results for our clients.
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Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
Digital evolution
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We have an identity problem in marketing that is only getting worse…
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The marketing technology in use is teetering in the face of consumer behavioral change
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11
Consumers are always on, across channels and devices
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Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
5/7/15
@joe tweeted about an #uber coupon!
New email for 50% off at ShoeWorld
3 new likes on your picture!
Continue watching Orange is the New Black?
Sam pinged you
Email from mom
Consumers expect always on access to
the things that matter to them
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Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
5/7/15
We have used technology to try to keep up!
6% 3%
27%
9%3%
51%
1-4 5-10 11-20 21-30 31+ 0
How many distinct toolsets does your organization (or your clients) use in support of data-driven marketing or advertising today?
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Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
5/7/15
But we’ve lost sight of the customer!
COOKIE ID 4506
APPLE ID 305
OMNITURE ID 13904184
ENTRY 987
CASE #335
@USER_HANDLE
LOYALTY #12407
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Marketers need new tools, new skills & !help. !
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Five Key Recommendations for Marketers
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#1 Take Stock of Your Current Data Landscape
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How are you using your first, second and third party data? Do you have large stores of data, such as a CRM? Where do you need to augment your current view of the customer with second and third party information?
#1 Take Stock of Your Current Data Landscape
5/7/15 Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
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#2 Build a Roadmap of Your Current Data Needs
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Identify your objectives • Converting one-time repeat shoppers? • Moving people from a lower-value loyalty segment to a
higher one? Determine the PPT – People, Processes and Technology
• What will it take to get you there? • Large vs. small companies
#2 Build a Roadmap of Your Data Needs
5/7/15 Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
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#3 Align the organization around a clear data strategy
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Understand who in your organization is responsible for systems that generate or touch customer-level data • CRM department, or outside of marketing (i.e. billing)
Align all in the company digital ecosystem around the goal of a data foundation • Search and Display teams incentivized to collaborate • Combining separate company brands for quick wins
#3 Align the organization around a clear data strategy
5/7/15 Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal. All Rights Reserved.
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5/7/15 Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
#4 Is your tech stack up to snuff?
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Continuous evaluation of your stack from a data perspective
• Can you track the same engagement in loyalty emails on mobile as on desktop?
• Have your data needs changed? • Are you getting all the necessary user-level data from all
components of your stack?
#4 Is your tech stack up to snuff?
5/7/15 Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal. All Rights Reserved.
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#5 Define and focus on KPIs
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Don’t focus on campaign goals: • Focus on a unified customer view
Most realistic KPI goal:
§ Improvement in the amount of information you have on your customers
#5 Define and focus on KPIs
5/7/15 Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal. All Rights Reserved.
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People, Process and Technology
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Audience Q&A
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5/7/15 Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
Download our special reports & eBooks:"
Visit: Signal.co/resourcesTweet: @aexm
Preparing for Cross-Channel Success: Solving the Customer Identity Puzzle
Global Survey Special Report
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Thank You! Ana @aexm Drew @DrewWahl