This document provides an overview of Ancestry's marketing technology strategy and stack. It discusses:
- The goals of maximizing personalized engagement at scale through the right messages at the right time.
- The key pillars of data foundation, activation, and reporting/analytics to achieve this vision.
- The optimal marketing tech blueprint including a customer data platform to develop a holistic view of customers across channels.
- Examples of how marketing technology is used, like real-time personalized journeys and multi-touch attribution modeling across channels.
The document discusses how misalignment between marketing and sales costs businesses $1 trillion annually in wasted productivity. It advocates for a new approach where marketing and sales target the same audiences by deciding on ideal customer profiles, building contact information in CRMs, and exposing marketing activity in CRMs. The keys to success are said to be focusing on shared audiences, building trust between marketing and sales through relationships and feedback loops, and optimizing processes and performance metrics end-to-end. Companies that align marketing and sales see faster revenue and margin growth as well as higher customer retention and win rates.
This document summarizes the creative approach and growth hacking strategies used by WB Games for one of their mobile games. It discusses testing and optimizing different elements of the game's marketing and monetization funnel over 2018, including store redesign, creative optimization, channel optimization, and exploring new audiences. The results were large increases in key metrics like conversions, installs, and revenue, showing how testing and optimizing each part of the funnel can lead to significant growth when combined into a comprehensive strategy.
This document discusses attribution and measurement strategy. It notes that attribution needs to align with incrementality and considers whether to focus on new customers or revenue, long term customer value, channels that drive transactions, and mobile investment. It also considers what to attribute, including touch points, users, winner takes all vs multitouch attribution, lookback windows, channels, and precision. The goal is to encourage longer term consideration, quickly measure performance marketing channels, and encourage cross-channel collaboration. Examples provided focus on these goals through various attribution methods.
This document summarizes Amp.ai, a platform for autonomous optimization and personalized growth. It discusses how Amp.ai goes beyond A/B testing by using machine learning to find the best variants and segments to optimize metrics like retention, activation, and monetization. Examples show how Amp.ai delivered significantly better lifts in click rates, sign ups, and purchases compared to traditional A/B testing. Case studies demonstrate typical results like 4-56% improvements in metrics that translated to substantial revenue and ROI gains within the first optimization cycle. Resources are provided to learn more about implementing autonomous optimization projects with Amp.ai.
Long Live Performance Marketing_Nick CristalPerformanceIN
Whilst OPM studies have shown consistent growth in affiliate marketing & lead generation, what is happening in the wider performance mix - with paid social, paid search and programmatic - is certainly worth keeping an eye on.
The link between affiliate marketing and performance media is increasingly prevalent, what with the channel's ability to reward super affiliates, an increase in quality content publishers and the rise in attribution and automation. The desire for a cross-channel performance journey is increasing as the approaches and strategies of yesterday head for the door.
Under the impression that looking at the affiliate channel in a silo with separate budgets, goals and outcomes may not be the wisest move, Nick Cristal of UK performance agency Maxus will lay out the inner workings of a unified performance strategy whilst exploring the opportunities, tools, methodologies and mindsets required by media owners, affiliates and advertisers.
Attendees can expect a highly in-depth review of the multi-channel way of working, and methods of getting this into their campaigns.
Harness Intelligence, Technology, Creativity & Quality to Acheive your Perfor...auexpo Conference
The document discusses the future of performance marketing and affiliate marketing. It notes that affiliate marketing's market share is declining while other channels like display and search are growing. It advocates for an integrated approach across all performance marketing channels to optimize ROI and efficiency. The key is taking a customer-centric, needs-based approach and using technology and data to seamlessly integrate and optimize across channels. This comprehensive performance marketing approach is the future.
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
1. The document outlines an online marketing "bootcamp" covering various performance marketing techniques like search engine advertising, social media advertising, and video advertising.
2. It discusses optimizing campaigns for brand keywords, negative keyword matching, utilizing sitelinks and appearance on multiple search engines.
3. Later sections cover issues like the rise of travel aggregator sites, success with product listing ads, and the transition to enhanced campaigns in search engine advertising.
4. Overall the bootcamp aims to help advertisers strengthen their digital marketing strategies and get the most from their performance advertising investments.
The document discusses how misalignment between marketing and sales costs businesses $1 trillion annually in wasted productivity. It advocates for a new approach where marketing and sales target the same audiences by deciding on ideal customer profiles, building contact information in CRMs, and exposing marketing activity in CRMs. The keys to success are said to be focusing on shared audiences, building trust between marketing and sales through relationships and feedback loops, and optimizing processes and performance metrics end-to-end. Companies that align marketing and sales see faster revenue and margin growth as well as higher customer retention and win rates.
This document summarizes the creative approach and growth hacking strategies used by WB Games for one of their mobile games. It discusses testing and optimizing different elements of the game's marketing and monetization funnel over 2018, including store redesign, creative optimization, channel optimization, and exploring new audiences. The results were large increases in key metrics like conversions, installs, and revenue, showing how testing and optimizing each part of the funnel can lead to significant growth when combined into a comprehensive strategy.
This document discusses attribution and measurement strategy. It notes that attribution needs to align with incrementality and considers whether to focus on new customers or revenue, long term customer value, channels that drive transactions, and mobile investment. It also considers what to attribute, including touch points, users, winner takes all vs multitouch attribution, lookback windows, channels, and precision. The goal is to encourage longer term consideration, quickly measure performance marketing channels, and encourage cross-channel collaboration. Examples provided focus on these goals through various attribution methods.
This document summarizes Amp.ai, a platform for autonomous optimization and personalized growth. It discusses how Amp.ai goes beyond A/B testing by using machine learning to find the best variants and segments to optimize metrics like retention, activation, and monetization. Examples show how Amp.ai delivered significantly better lifts in click rates, sign ups, and purchases compared to traditional A/B testing. Case studies demonstrate typical results like 4-56% improvements in metrics that translated to substantial revenue and ROI gains within the first optimization cycle. Resources are provided to learn more about implementing autonomous optimization projects with Amp.ai.
Long Live Performance Marketing_Nick CristalPerformanceIN
Whilst OPM studies have shown consistent growth in affiliate marketing & lead generation, what is happening in the wider performance mix - with paid social, paid search and programmatic - is certainly worth keeping an eye on.
The link between affiliate marketing and performance media is increasingly prevalent, what with the channel's ability to reward super affiliates, an increase in quality content publishers and the rise in attribution and automation. The desire for a cross-channel performance journey is increasing as the approaches and strategies of yesterday head for the door.
Under the impression that looking at the affiliate channel in a silo with separate budgets, goals and outcomes may not be the wisest move, Nick Cristal of UK performance agency Maxus will lay out the inner workings of a unified performance strategy whilst exploring the opportunities, tools, methodologies and mindsets required by media owners, affiliates and advertisers.
Attendees can expect a highly in-depth review of the multi-channel way of working, and methods of getting this into their campaigns.
Harness Intelligence, Technology, Creativity & Quality to Acheive your Perfor...auexpo Conference
The document discusses the future of performance marketing and affiliate marketing. It notes that affiliate marketing's market share is declining while other channels like display and search are growing. It advocates for an integrated approach across all performance marketing channels to optimize ROI and efficiency. The key is taking a customer-centric, needs-based approach and using technology and data to seamlessly integrate and optimize across channels. This comprehensive performance marketing approach is the future.
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
1. The document outlines an online marketing "bootcamp" covering various performance marketing techniques like search engine advertising, social media advertising, and video advertising.
2. It discusses optimizing campaigns for brand keywords, negative keyword matching, utilizing sitelinks and appearance on multiple search engines.
3. Later sections cover issues like the rise of travel aggregator sites, success with product listing ads, and the transition to enhanced campaigns in search engine advertising.
4. Overall the bootcamp aims to help advertisers strengthen their digital marketing strategies and get the most from their performance advertising investments.
ChannelCandy - Mobile Branded App for IT Channel VendorsJay McBain
The latest sneak peek into ChannelCandy.
ChannelCandy is a custom branded mobile app designed for the Vendor community to deliver Channel highlights, company news and sales tools into the hands of Channel Partners. Runs on iPhone, iPad and Android devices.
It comes from the team at ChannelEyes - the next generation communication and engagement platform for vendors and their Channel Partners to connect every day. It delivers relevant channel program highlights over a secure network making it simple to engage with the entire channel, targeting the right people with the right information at the right time.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Affiliate marketing can generate new revenue opportunities. Explore how data provides insight into a campaigns performance and how to leverage data to make smarter digital investments.
Dan Golden's Internet Summit 2015 Presentation - Practical AttributionBFO
The document discusses practical approaches to multi-channel attribution across digital marketing channels to understand how different touchpoints contribute to conversions. It provides an overview of various attribution models and platforms, and recommends defining business goals, testing different attribution models with your own data, and continuously learning and improving attribution methodology. The objective is to go beyond last-click attribution and gain a stronger understanding of a customer's full purchase path and how different channels assist in driving conversions.
SearchLeeds 2018 - Angus Hamilton - Search Laboratory - Is attribution comin...Branded3
Marketers have known for some time that paid search, SEO and other marketing channels can no longer be evaluated as stand-alone investments. Yet many brands still struggle to find an attribution model that makes sense, and far too many still rely on first- or last-click models. Angus' SearchLeeds talk took a cold hard look at the mathematics behind attribution, and provided insights into Google Attribution and Google Attribution 360.
After struggling as a young HubSpot VAR in early 2013, Innovative Marketing Resources began developing a detailed content marketing strategy for prospects during the sales process, which resulted in 20 new retainer accounts in just 6 months! The Content Marketer's Blueprint (CMB) was just getting started.
If you missed our story at Inbound 2013, join Max Traylor and Brian Signorelli to hear how over 50 HubSpot VAR agencies are using the CMB process to sell and service inbound marketing retainers.
Get more leads: How diversifying ad spend is better for businessAcquisio
Sensis faced challenges reaching the entire Australian search market through Google alone. They diversified their ad spend by setting up campaigns on Bing Ads using Acquisio's Ad Cloner to automatically port over 8,000 existing Google campaigns. This saved significant manual labor. After launching the cloned campaigns on Bing, Sensis used Acquisio's bid optimization tool to regulate spend and improve performance. Since adding Bing, Sensis has seen an 18% increase in clicks and a 16% reduction in average cost-per-click, demonstrating the benefits of diversifying ad spend across multiple search engines.
Conversie Optimalisatie als continu procesOrangeValley
This document discusses conversion rate optimization (CRO) processes and tools. It introduces MetaDimensions as an all-in-one platform for CRO teams to manage the full workflow from idea generation to A/B testing and knowledge sharing. Key features highlighted include collaboration tools, experiment management, integration with analytics tools, and gamification features to engage teams. The document encourages the reader to sign up for MetaDimensions to improve their CRO processes and save time over using multiple disparate tools.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
The Top Ways to Optimize Your Pay-Per-Call CampaignsAffiliate Summit
The document provides tips for optimizing pay per call campaigns in three stages: getting started, intermediate steps, and advanced steps. Getting started involves structuring payouts to drive quality traffic, establishing partnerships with trustworthy affiliates, and reviewing performance. Intermediate steps include knowing what a quality call looks like, defining success with key performance indicators (KPIs), and optimizing the interactive voice response (IVR) system. Advanced steps are maximizing monetization, expanding new partnerships, and continually testing campaigns. The overall advice is to focus on call data, align call handling with campaign goals, and refine campaigns through ongoing testing.
Organizations strive to minimize the cost to acquire a customer. This pyramid shows the key metrics that impact CAC, their formulas and the chain of events that builds value and efficacy in digital marketing.
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...e-dialog GmbH
Marketers get a better understanding of performance when looking across all marketing touchpoints. However, putting multi-touch attribution in place can be a difficult and time-consuming challenge. Learn how Google is working to make smarter attribution available for all marketers.
Web analytics involves measuring, collecting, analyzing, and reporting online data to understand how a website is used and how to optimize usage. The goals are to better understand users, make data-driven decisions, improve the website, and boost conversions and sales. However, with data coming from many sources, the key challenge is taking action. A structured approach is needed to identify the metrics that matter and ignore unimportant ones, using actionable metrics to drive changes.
The paid search workshop at this years Attention summit covered intention analysis and how strategy can be used to reach your eureka moment.
Map your consumers journey and target them during the moments that matter the most, provide the opportunity to exchange value and put the right message in front of the right consumers.
Optimising paid search means we can bid smart and offer our audience solutions when they are looking for answers.
Goals and Goal Funnels | Presented by Justin Spencer of Analytics ProsCaleb Whitmore
This document discusses best practices for setting goals and analyzing funnels in Google Analytics. It covers types of goals like URL, event, and engagement based goals. It also discusses using goals to extract insights and setting strategic goal architectures. Funnel analysis and best practices for setting up goal flows are also covered. The conclusion emphasizes that goals are a powerful analytics tool when set up strategically.
Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.
These are the slides which were shared at Digital Gaggle on Thursday 19th September 2019.
Molly Evans is Digital Analytics Manager at Plusnet and her talk helped attendees how to better report on their data and use it to inform their marketing strategy.
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Marketing Festival
This document discusses marketing attribution and compares different attribution models. It summarizes:
- Traditional attribution models like last-click and first-click attribution have limitations and do not capture the full customer journey across channels.
- Data-driven attribution models use algorithms and machine learning on large datasets to analyze customer paths and attribute conversions more accurately across channels.
- The document evaluates several attribution models and presents results from applying different models to a client's marketing data, showing how budgets can be optimally reallocated across channels based on each model's findings.
- A data-driven attribution approach using multiple channels and algorithms provides more insights into the customer journey and funnel, allows for more accurate budget allocation, and can improve
ProgrammatiCon 2017 - Keynote: Programmatic - the next industry revolution fo...e-dialog GmbH
The document discusses the disruptive impact of programmatic advertising on media, jobs, and business models. It notes that while programmatic has potential to increase revenues through performance and intelligence, its adoption has faced issues from lack of transparency and understanding. The document advocates educating people on programmatic's benefits and argues it can improve branding and creativity when used alongside quality content from trusted publishers. Overall, the document presents an optimistic view that programmatic, while disruptive, can close the gap between its promise and outcomes through continued learning and improvements to technology.
Corporate360 is a BigData software company offering SaaS based marketing data cloud software to help B2B marketers discover sales leads, ideal buyer profiles & competitive intelligence. Our data-as-a-service cloud helps B2B sales reps close deals faster, eliminate sales research, accelerate pipeline creation, beat competition & maintain CRM data accuracy.
C360 award winning products Tech SalesCloud, ProspectR & EmailR helps B2B marketers to discover prospect insights, target audience, buyers persona, technology installations, business contacts, sales patterns and sales lead recommendations.
C360 products can solve so many sales and marketing issues, including: 1) finding new prospects; 2) finding accounts most likely to buy: for account based marketing; 3) finding customers most likely to buy more: for cross-sell/up-sell campaigns; 4) discover competitive intelligence; 5) maintain CRM data accuracy and 6) finding actionable sales leads.
Customer Experience & Digital TransformationArke Systems
This document discusses strategies for digital transformation focused on improving the customer experience. It emphasizes the importance of aligning people, processes, technology and data and using data-driven personalized marketing approaches. Examples are provided of how organizations can personalize experiences for customers based on implicit factors like device type and explicit factors from CRM data. Case studies demonstrate how Arke has helped companies implement digital initiatives using various technologies to increase engagement, revenue and customer retention. Arke's services include audits, program management, platform selection assistance and execution of digital transformation projects.
ChannelCandy - Mobile Branded App for IT Channel VendorsJay McBain
The latest sneak peek into ChannelCandy.
ChannelCandy is a custom branded mobile app designed for the Vendor community to deliver Channel highlights, company news and sales tools into the hands of Channel Partners. Runs on iPhone, iPad and Android devices.
It comes from the team at ChannelEyes - the next generation communication and engagement platform for vendors and their Channel Partners to connect every day. It delivers relevant channel program highlights over a secure network making it simple to engage with the entire channel, targeting the right people with the right information at the right time.
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Affiliate marketing can generate new revenue opportunities. Explore how data provides insight into a campaigns performance and how to leverage data to make smarter digital investments.
Dan Golden's Internet Summit 2015 Presentation - Practical AttributionBFO
The document discusses practical approaches to multi-channel attribution across digital marketing channels to understand how different touchpoints contribute to conversions. It provides an overview of various attribution models and platforms, and recommends defining business goals, testing different attribution models with your own data, and continuously learning and improving attribution methodology. The objective is to go beyond last-click attribution and gain a stronger understanding of a customer's full purchase path and how different channels assist in driving conversions.
SearchLeeds 2018 - Angus Hamilton - Search Laboratory - Is attribution comin...Branded3
Marketers have known for some time that paid search, SEO and other marketing channels can no longer be evaluated as stand-alone investments. Yet many brands still struggle to find an attribution model that makes sense, and far too many still rely on first- or last-click models. Angus' SearchLeeds talk took a cold hard look at the mathematics behind attribution, and provided insights into Google Attribution and Google Attribution 360.
After struggling as a young HubSpot VAR in early 2013, Innovative Marketing Resources began developing a detailed content marketing strategy for prospects during the sales process, which resulted in 20 new retainer accounts in just 6 months! The Content Marketer's Blueprint (CMB) was just getting started.
If you missed our story at Inbound 2013, join Max Traylor and Brian Signorelli to hear how over 50 HubSpot VAR agencies are using the CMB process to sell and service inbound marketing retainers.
Get more leads: How diversifying ad spend is better for businessAcquisio
Sensis faced challenges reaching the entire Australian search market through Google alone. They diversified their ad spend by setting up campaigns on Bing Ads using Acquisio's Ad Cloner to automatically port over 8,000 existing Google campaigns. This saved significant manual labor. After launching the cloned campaigns on Bing, Sensis used Acquisio's bid optimization tool to regulate spend and improve performance. Since adding Bing, Sensis has seen an 18% increase in clicks and a 16% reduction in average cost-per-click, demonstrating the benefits of diversifying ad spend across multiple search engines.
Conversie Optimalisatie als continu procesOrangeValley
This document discusses conversion rate optimization (CRO) processes and tools. It introduces MetaDimensions as an all-in-one platform for CRO teams to manage the full workflow from idea generation to A/B testing and knowledge sharing. Key features highlighted include collaboration tools, experiment management, integration with analytics tools, and gamification features to engage teams. The document encourages the reader to sign up for MetaDimensions to improve their CRO processes and save time over using multiple disparate tools.
Choosing the Right Trading Desk for Your Display Programmatic BuyingAcquisio
This is the first year in the history of advertising where display has surpassed spending on search in the US, and for agencies leaving display out of their marketing mix, there’s no better time than now to find the right trading desk to help you run and manage your clients display advertising.
With so many display buying services and vendors out there, it can be overwhelming to find exactly what fits your needs. Whether your agency is just getting started in display or if you’re looking for a new more transparent display management solution, here are the questions you should ask in order to understand exactly what you’ll be getting from an agency trading desk.
The Top Ways to Optimize Your Pay-Per-Call CampaignsAffiliate Summit
The document provides tips for optimizing pay per call campaigns in three stages: getting started, intermediate steps, and advanced steps. Getting started involves structuring payouts to drive quality traffic, establishing partnerships with trustworthy affiliates, and reviewing performance. Intermediate steps include knowing what a quality call looks like, defining success with key performance indicators (KPIs), and optimizing the interactive voice response (IVR) system. Advanced steps are maximizing monetization, expanding new partnerships, and continually testing campaigns. The overall advice is to focus on call data, align call handling with campaign goals, and refine campaigns through ongoing testing.
Organizations strive to minimize the cost to acquire a customer. This pyramid shows the key metrics that impact CAC, their formulas and the chain of events that builds value and efficacy in digital marketing.
ProgrammatiCon 2017 - Attribution at Google: Give credit where it's due with ...e-dialog GmbH
Marketers get a better understanding of performance when looking across all marketing touchpoints. However, putting multi-touch attribution in place can be a difficult and time-consuming challenge. Learn how Google is working to make smarter attribution available for all marketers.
Web analytics involves measuring, collecting, analyzing, and reporting online data to understand how a website is used and how to optimize usage. The goals are to better understand users, make data-driven decisions, improve the website, and boost conversions and sales. However, with data coming from many sources, the key challenge is taking action. A structured approach is needed to identify the metrics that matter and ignore unimportant ones, using actionable metrics to drive changes.
The paid search workshop at this years Attention summit covered intention analysis and how strategy can be used to reach your eureka moment.
Map your consumers journey and target them during the moments that matter the most, provide the opportunity to exchange value and put the right message in front of the right consumers.
Optimising paid search means we can bid smart and offer our audience solutions when they are looking for answers.
Goals and Goal Funnels | Presented by Justin Spencer of Analytics ProsCaleb Whitmore
This document discusses best practices for setting goals and analyzing funnels in Google Analytics. It covers types of goals like URL, event, and engagement based goals. It also discusses using goals to extract insights and setting strategic goal architectures. Funnel analysis and best practices for setting up goal flows are also covered. The conclusion emphasizes that goals are a powerful analytics tool when set up strategically.
Advertisers value the promise and benefits of programmatic, but they also face a myriad of challenges. Marketers can only evaluate the success of programmatic campaigns if they have the right data to do so. We explore how an automated ‘Marketing Intelligence’ approach can help marketers close the insights gap on programmatic buying.
These are the slides which were shared at Digital Gaggle on Thursday 19th September 2019.
Molly Evans is Digital Analytics Manager at Plusnet and her talk helped attendees how to better report on their data and use it to inform their marketing strategy.
Lucie Sperkova - Pioneering multi-channel attribution for the lack of compreh...Marketing Festival
This document discusses marketing attribution and compares different attribution models. It summarizes:
- Traditional attribution models like last-click and first-click attribution have limitations and do not capture the full customer journey across channels.
- Data-driven attribution models use algorithms and machine learning on large datasets to analyze customer paths and attribute conversions more accurately across channels.
- The document evaluates several attribution models and presents results from applying different models to a client's marketing data, showing how budgets can be optimally reallocated across channels based on each model's findings.
- A data-driven attribution approach using multiple channels and algorithms provides more insights into the customer journey and funnel, allows for more accurate budget allocation, and can improve
ProgrammatiCon 2017 - Keynote: Programmatic - the next industry revolution fo...e-dialog GmbH
The document discusses the disruptive impact of programmatic advertising on media, jobs, and business models. It notes that while programmatic has potential to increase revenues through performance and intelligence, its adoption has faced issues from lack of transparency and understanding. The document advocates educating people on programmatic's benefits and argues it can improve branding and creativity when used alongside quality content from trusted publishers. Overall, the document presents an optimistic view that programmatic, while disruptive, can close the gap between its promise and outcomes through continued learning and improvements to technology.
Corporate360 is a BigData software company offering SaaS based marketing data cloud software to help B2B marketers discover sales leads, ideal buyer profiles & competitive intelligence. Our data-as-a-service cloud helps B2B sales reps close deals faster, eliminate sales research, accelerate pipeline creation, beat competition & maintain CRM data accuracy.
C360 award winning products Tech SalesCloud, ProspectR & EmailR helps B2B marketers to discover prospect insights, target audience, buyers persona, technology installations, business contacts, sales patterns and sales lead recommendations.
C360 products can solve so many sales and marketing issues, including: 1) finding new prospects; 2) finding accounts most likely to buy: for account based marketing; 3) finding customers most likely to buy more: for cross-sell/up-sell campaigns; 4) discover competitive intelligence; 5) maintain CRM data accuracy and 6) finding actionable sales leads.
Customer Experience & Digital TransformationArke Systems
This document discusses strategies for digital transformation focused on improving the customer experience. It emphasizes the importance of aligning people, processes, technology and data and using data-driven personalized marketing approaches. Examples are provided of how organizations can personalize experiences for customers based on implicit factors like device type and explicit factors from CRM data. Case studies demonstrate how Arke has helped companies implement digital initiatives using various technologies to increase engagement, revenue and customer retention. Arke's services include audits, program management, platform selection assistance and execution of digital transformation projects.
The company provides full-service digital marketing solutions including marketing cloud, digital consultancy, media operations, creative production, data analytics, and tech development. It has over 20 years of experience and a global team that provides digital resources and expertise to help clients achieve their business goals.
The document outlines DiCon Interactive's digital marketing solutions and services, including paid search, SEO, social media advertising, and web analytics support. It presents DiCon's perspective on industry trends, their product offerings, credentials through a process-focused approach and specialist teams, and how they would work with clients through dedicated account managers and project management.
The document provides an overview and comparison of the top 10 marketing automation software solutions. It describes each solution's key features, pricing, customers, and technology model. The marketing automation software solutions can help companies better manage marketing campaigns, track leads, optimize communications, and integrate with other systems like CRM. Prior to choosing a solution, companies should evaluate features such as list and database management, communication abilities, lead tracking, and reporting.
This document discusses how to design an effective marketing technology (MarTech) stack. It emphasizes that the stack should be built based on the business and marketing strategies and requirements. It provides a framework for developing a MarTech strategy and architecture that meets functional requirements in an efficient way. It also stresses the importance of having a stack that can adapt to future needs and a change plan for incremental upgrades.
SIGMA Marketing Group provides marketing services including insights, engagement strategies, and campaign management. They employ over 70 people and focus on industries like financial services and healthcare. SIGMA helps clients transform customer data into innovative marketing solutions to increase profits. They provide integrated, multi-channel marketing programs and dedicated expert support teams. SIGMA utilizes marketing technologies and data analytics to deliver measurable returns on marketing investments for clients.
Delivering Excellent Support Customer Experiences in MarketingDavid Loia
This document discusses the challenges of modern marketing and how RightNow's multi-channel campaign management solution addresses them. It provides an overview of RightNow's features for campaign design, email marketing, lead management, message optimization, segmentation and personalization, analytics and more. The solution aims to give marketing teams full control over the customer lifecycle and experience through an integrated platform.
A Single Customer View Starts with a CDP: Meet AgilOneAcquia
Marketers have it easy, right? Flush with piles of customer data, it should be simple to know exactly who your prospects and customers are, target them with the perfect message, and grow your revenue from the data you own.
But it's not.
There is more data than ever before, but marketers struggle to know the most basic details of their customers:
-96% of marketers are challenged in building a comprehensive, single view of the customers
-40% of marketers are unable to personalize because of the inability to link data across disparate technologies
It doesn’t have to be this hard.
On March 11th, join Acquia’s AgilOne webinar to learn how you can use machine learning to unlock siloed data and gain a single view of your customers.
Marketers will:
-Know what is a CDP and how is it different than DMP, CRM, or MDM
-Learn about AgilOne’s unique approach to machine learning and AI, and how these capabilities directly benefit marketers
-Hear how brands like lululemon, Tumi, and Moosjaw use AgilOne to drive business results
-Watch a live demo to learn how to create personalized campaigns across on and offline channels
The document discusses programmatic omnichannel in the new data-driven age from 2018-2020. It covers several topics including:
1. Big data and connected data, audience and customer profiles, and digital components.
2. Digital transformation, including programmatic advertising, demand-side platforms, data management platforms, and customer data platforms.
3. Omnichannel strategies involving stores, ecommerce, multichannel, cross-channel and fully integrated omnichannel experiences.
4. The importance of data-driven marketing, sales technology, digital business intelligence, and artificial intelligence.
CDP for Retail Webinar with Appnovation - Q2 2022.pdfAcquia
The document discusses how retailers can harness customer data through a customer data platform (CDP) to personalize customer experiences. It outlines that CDPs can help overcome data silos, provide a unified 360-degree view of customers, and put customer data to work driving revenue through better understanding customers. Specific benefits mentioned include collecting first-party data directly, avoiding data silos, unifying cross-channel execution, and getting to know customers better. Use cases are provided showing how machine learning models in a CDP can improve customer engagement and spending.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
RiverPoint provides fully integrated marketing management solutions to help customers increase revenue and loyalty. Their solutions include enterprise marketing management, project management, network support, staffing services, and business intelligence and data visualization tools to better analyze customer behaviors and implement targeted multi-channel campaigns. RiverPoint helps organizations automate marketing, improve customer retention and increase customer lifetime value.
Founder, Digital Consultant, Solutions Architect
Lead Digital Consultant and Solutions Architect for a “Smart City Digital Capabilities Accelerator City”, confidential engagement Southeastern Michigan’s Future Work Economy based on Technology Research, Data Science, Multi-Cloud Computing, Big Data, AI, Digital Platforms, Edge Computing, IOT, Artificial Intelligence, Self-Driving Vehicles, Robotics, Drones
20/10 Vision: Building A 21st Century Market Research OrganizationGregory Weiss
A strategic vision to create a 21st century market research organization, leveraging technology to provide value-added services and get more return from staff research efforts
This document contains slides from a presentation by Dr. Dave Chaffey on transforming marketing technology. The presentation discusses harnessing the right marketing technologies across the customer lifecycle, auditing current martech stacks, and using tools like analytics, personalization, and automation to improve marketing outcomes. It provides examples of how technologies like conversational interfaces, AI, and automated content can enhance marketing and recommendations for assessing skills and technology gaps.
How to Achieve World Class Customer Experience through Insightful IT Bobhallahan
An amazing overview of how some of the Worlds top companies are achieving awesome customer experience through ingenious IT and brilliant Data intelligence, resulting in massive customer loyalty, repeat business monetization and sky high profits.
The document introduces CommPower, an innovative platform for building customized recruitment and career management portals. It provides an overview of the services offered, including online strategy assistance, technical implementation, custom development, and ongoing support. CommPower's features include personalized career management tools, search and networking capabilities, and modules to help job seekers, employers, and recruiters. The platform is built using .NET on Microsoft technologies and has potential for additional career-related extensions.
CRMNEXT enables a digital platform empowered with AI driven digital journeys and processes that makes managing risk and serving customers immensely rewarding. Insurers can easily manage leads, resolve claims quickly, provide excellent customer serviceand personalize communication with clients in a single platform.
Living in Color: Carving Out Safe Spaces For Community by Danielle Cadet (Man...Hilary Ip
This document outlines a community for black millennial women to openly share their experiences without fear of negativity from others who may not understand their background. It describes the community as a safe space that is substantive, black-specific, real, celebratory, and unapologetic. The goals are to spark conversation, debunk myths, challenge stereotypes, create safe spaces, and allow for authentic conversation.
Testing New Revenue Streams by Stefanie Rapp (SVP, Revenue Strategy, Bleacher...Hilary Ip
This document discusses Bleacher Report's (B/R) efforts to test new revenue streams through various brand and content initiatives. It outlines several B/R brand extensions like House of Highlights, B/R Football, and B/R Kicks that have large social media followings and engage fans across platforms. The document also presents data on B/R's overall social footprint and reach among fans as well as content opportunities through award-winning journalism, branded content, experiential events, and merchandise partnerships. It poses the question of where to go next with these revenue-testing strategies.
Building A New Ecosystem: The Role of Partnerships at an OTT Service by Justi...Hilary Ip
DAZN is putting fans first by giving them choice, flexibility and access to top sports content globally. They aim to be accessible across over 200 markets by 2020. DAZN uses partnerships to help with content acquisition, retention and awareness. Examples include original content series to drive retention, watch parties at sports venues for acquisition and awareness, and regional promotions through partner locations. The goal is for partnerships to benefit both DAZN and their partners.
How PBS Creates YouTube Series that Educate, Entertain & Inspire by Adam Dyle...Hilary Ip
The document provides guidance on creating educational YouTube series for PBS Digital Studios, including identifying a niche audience to target, choosing knowledgeable hosts passionate about the topic, crafting compelling titles and thumbnails to attract viewers, focusing on engaging the audience through comments and collaboration rather than solely increasing views, and using analytics to track watch time, retention, and community engagement rather than just total views.
Telling Better Stories Across the Open Web by Adam Greenberg (Sr. Global Prod...Hilary Ip
Web Stories are a new open web format for visual storytelling that allows publishers to create engaging stories that are portable across sites and platforms. They enable new opportunities beyond the limitations of stories on closed platforms by allowing publishers to control distribution, monetization, and port content out. Google is promoting the adoption of Web Stories by surfacing them in features like Discover and Search to help people stay engaged with their interests through bite-sized, visually-rich interactive stories. The document outlines tools for creating Web Stories, monetization benefits through story ads, and resources for publishers.
Data Storytelling in the Digital Age by Stephanie Salmon (SVP, Data & Informa...Hilary Ip
This document discusses various topics related to life decisions including money, health, education, travel, cars, and news. It lists years from 1983 to 2018 and sections related to business functions like marketing, analytics, advertising, and data sources. The main focus is on providing information to help people make important life decisions regarding topics like college, careers, health, finances, family, housing, and transportation. It also lists the company's revenue sources such as digital advertising, print, branded content, subscriptions, and partnerships.
Seven Steps to Building Out Newsletters by Michael Liss (VP, Product, New Yor...Hilary Ip
This document outlines 7 steps for building out email newsletters: 1) Get your email platform and lists in order, 2) Determine your newsletter format such as link-based, self-contained, or triggered series, 3) Find your voice and tone, 4) Identify low-hanging fruit topics, 5) Expand your offerings, 6) Drive list growth, and 7) Always optimize elements like subject lines, pre-headers, content, and send times. Newsletters are a valuable way to directly engage with readers and can be highly predictive of subscription and retention rates for media brands.
John Meacock from Deloitte discussed several topics related to digital transformation including the myths and realities of transforming in the digital era, how much transformation is needed, offering services through platforms, the importance of customer centricity and becoming both the CEO and CTO. He also noted that the most valuable brands are platform companies and platforms can help businesses enter new markets by lowering barriers.
Maike Stenull is the Vice President and Global Head of Strategy & Operations for Johnson & Johnson's External Innovation division. She has 29 years of experience at J&J across their Pharma, Consumer, and Medical Device business segments. J&J invests $11.4 billion annually in R&D and believes innovation can come from anywhere, both internally and externally. They have established a global network of innovation centers and JLabs locations to partner with startups and entrepreneurs around the world to help feed their need for transformational innovation.
1. The document discusses 10 trends in data and analytics for 2020 and beyond, including the rise of data spiders, bots, and natural language processing to automate data discovery, pipelines, and analytics.
2. Organizations will need to offer data literacy programs as data skills become more important, and establish ways to measure their analytics maturity over time.
3. The convergence of digital transformation and data will see the roles of Chief Data Officer and Chief Digital Officer combine their objectives, as data plays a central role in digital strategies.
This document discusses a new healthcare application called T.Care that aims to improve the patient and doctor experience. For patients, T.Care provides a cashless payment option, enhanced search for providers and treatments covered by their insurance, upfront estimates of patient costs, and electronic check-in for appointments. For doctors, it offers secure patient identification, easy online claims submission, and guaranteed payment. The document promotes T.Care as a way to make healthcare more convenient and transparent through small digital improvements.
This document lists various cities including New York, Miami, London, Singapore, and Bangalore. It then notes that 40% of Diageo's innovation team members are women. It discusses issues with short-termism among marketers and agencies and asks how to create an enduring culture of innovation. It addresses this through teamwork, consumer centricity, a learning mindset, and intrapreneurialism.
The document discusses how business leaders can attract top talent in today's digital era. It notes that the world of work has changed significantly from the 1970s-1980s to today, with employees now frequently changing jobs and careers. Students also take on much higher levels of debt. The document provides tips for businesses to attract digital talent, including ensuring their problems are interesting, having a talent strategy, and promoting their innovation. It stresses using employee referrals and building strong relationships to recruit top talent. The final sections discuss restructuring talent leadership and providing great experiences to land and retain top performers.
The document discusses challenges with strategy execution and methods to improve it. It outlines three main challenges: managing the scope and interrelationships of strategic initiatives, cascading decision making throughout the organization, and dealing with uncertain environments. It then presents best practice principles for strategy execution, including relentless focus, alignment and accountability, early adjustment, and clarity of thought. The document concludes by describing how software can help improve strategy execution and outcomes by providing tools for strategic planning, performance management, and continuous improvement.
1) Condé Nast is a 110-year-old media company that has undergone a digital transformation to adapt to changes in how consumers access media.
2) It has transitioned from solely print magazines to having websites, apps, social media, events and other digital offerings as consumption habits shifted online and to mobile.
3) Condé Nast now operates brands and magazines across 26 global markets and has launched initiatives like an innovation framework to establish the right pace of change and scale new ideas.
The document discusses how companies can improve customer experience by using product analytics to gain insights from customer behavior data. It describes how fragmented teams and a lack of centralized product data makes it difficult for companies to customize experiences, ship features fast, and determine impact. The solution presented is to create a single source of behavioral product data, enable self-serve analytics, and integrate insights into tools to enable action. Examples are given of companies like Intuit and Rappi that have driven growth by using analytics to experiment and personalize based on customer usage patterns.
This document discusses the importance of futurestate thinking. It defines futurestate thinking as envisioning what a company or service could become 5 years in the future by thinking from an elevated perspective. This allows opportunities to be spotted for disruptive innovations and self-disruption. The document provides tips for effective futurestate thinking, such as starting with envisioning the future rather than analyzing the present, assuming all customer interactions will be digital, and imagining becoming an alternative to oneself.
The document discusses the 7 habits of highly innovative organizations according to Nathan Jacob, General Manager of Planbox. The 7 habits are: 1) be proactive, 2) begin with innovation outcomes in mind, 3) prioritize innovation efforts, 4) master your information, 5) seek to engage, 6) use design thinking to win, and 7) self-disrupt. It provides details on each habit and how organizations can improve their innovation maturity by adopting these habits. The document also includes examples of innovation best practices and engagement strategies that organizations can use to operationalize the 7 habits.
This document discusses integrating Lean Six Sigma's DMAIC methodology with Design Thinking approaches into a single cohesive method for quality improvement, innovation, and organizational transformation. DMAIC refers to the five phases of the Lean Six Sigma approach: Define, Measure, Analyze, Improve, and Control. Design Thinking focuses on understanding user needs and rapidly prototyping solutions.
The document discusses the increasing urbanization of populations and need for smarter, more resilient cities of the future. Key aspects of smart cities will include smart infrastructure, digital revolution, and shared social responsibility among companies. Brands are expected to play an active role in creating sustainable solutions that improve cities through these areas. The goal is cities that are continually improving environments for their residents.
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How Communicators Can Help Manage Election Disinformation in the WorkplaceMariumAbdulhussein
A study featuring research from leading scholars to breakdown the science behind disinformation and tips for organizations to help their employees combat election disinformation.
The Key Summaries of Forum Gas 2024.pptxSampe Purba
The Gas Forum 2024 organized by SKKMIGAS, get latest insights From Government, Gas Producers, Infrastructures and Transportation Operator, Buyers, End Users and Gas Analyst
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L'indice de performance des ports à conteneurs de l'année 2023SPATPortToamasina
Une évaluation comparable de la performance basée sur le temps d'escale des navires
L'objectif de l'ICPP est d'identifier les domaines d'amélioration qui peuvent en fin de compte bénéficier à toutes les parties concernées, des compagnies maritimes aux gouvernements nationaux en passant par les consommateurs. Il est conçu pour servir de point de référence aux principaux acteurs de l'économie mondiale, notamment les autorités et les opérateurs portuaires, les gouvernements nationaux, les organisations supranationales, les agences de développement, les divers intérêts maritimes et d'autres acteurs publics et privés du commerce, de la logistique et des services de la chaîne d'approvisionnement.
Le développement de l'ICPP repose sur le temps total passé par les porte-conteneurs dans les ports, de la manière expliquée dans les sections suivantes du rapport, et comme dans les itérations précédentes de l'ICPP. Cette quatrième itération utilise des données pour l'année civile complète 2023. Elle poursuit le changement introduit l'année dernière en n'incluant que les ports qui ont eu un minimum de 24 escales valides au cours de la période de 12 mois de l'étude. Le nombre de ports inclus dans l'ICPP 2023 est de 405.
Comme dans les éditions précédentes de l'ICPP, la production du classement fait appel à deux approches méthodologiques différentes : une approche administrative, ou technique, une méthodologie pragmatique reflétant les connaissances et le jugement des experts ; et une approche statistique, utilisant l'analyse factorielle (AF), ou plus précisément la factorisation matricielle. L'utilisation de ces deux approches vise à garantir que le classement des performances des ports à conteneurs reflète le plus fidèlement possible les performances réelles des ports, tout en étant statistiquement robuste.
Progress Report - Qualcomm AI Workshop - AI available - everywhereAI summit 1...Holger Mueller
Qualcomm invited analysts and media for an AI workshop, held at Qualcomm HQ in San Diego, June 26th. My key takeaways across the different offerings is that Qualcomm us using AI across its whole portfolio. Remarkable to other analyst summits was 50% of time being dedicated to demos / hands on exeriences.
Vision and Goals: The primary aim of the 1st Defence Tech Meetup is to create a Defence Tech cluster in Portugal, bringing together key technology and defence players, accelerating Defence Tech startups, and making Portugal an attractive hub for innovation in this sector.
Historical Context and Industry Evolution: The presentation provides an overview of the evolution of the Portuguese military industry from the 1970s to the present, highlighting significant shifts such as the privatisation of military capabilities and Portugal's integration into international defence and space programs.
Innovation and Defence Linkage: Emphasis on the historical linkage between innovation and defence, citing examples like the military genesis of Silicon Valley and the Cold War's technological dividends that fueled the digital economy, highlighting the potential for similar growth in Portugal.
Proposals for Growth: Recommendations include promoting dual-use technologies and open innovation, streamlining procurement processes, supporting and financing new ICT/BTID companies, and creating a Defence Startup Accelerator to spur innovation and economic growth.
Current and Future Technologies: Discussion on emerging defence technologies such as drone warfare, advancements in AI, and new military applications, along with the importance of integrating these innovations to enhance Portugal's defence capabilities and economic resilience.
2. Agenda
• Introduction
• What’s Marketing Technology?
• Marketing Tech Landscape
• Marketing Tech Vision and Strategy
• Optimal Marketing Tech Blueprint
• Marketing Technology Stack
• Marketing Technology Tools
• Business Use cases
• Q & A
3. Introduction – Suresh Teckchandani
•VP of Marketing TechnologyAncestry
•Director of QuickBooks Accounting Platform
•Director of TurboTax Operations Engineering
Intuit
•Director of Product Development - Merchant Services
•Director of PayPal Developer Platform and Point-of-Sale
PayPal
• Staff Software DevelopereBay
• Sr. Software EngineerInterTrust
Technology leader with extensive industry experience building large-scale customer-facing
software products/services, eCommerce/technology platforms, Marketing tech stack and
leading cloud operations/infrastructure teams.
4. What is Marketing Tech?
Marketing Technology (MarTech) consists of the applications, platforms and data
that empower companies to engage with their consumers at every stage of the
customer journey.
Marketing Technology helps brands:
• Target consumers in a more personal way
• Measure the success of their marketing activities accurately
• Collect and utilize data to make decisions and optimize their marketing spend
• Automate tasks to allow marketers to focus on value-add activities
• Personalize communications at scale – allowing for 1:1 consumer communication
6. Growth of Marketing Tech in recent years
6
Almost 5,000 companies are now part of the
marketing technology landscape, a huge leap
from the 150 itemized back in 2011.
7. Ancestry’s Marketing Tech Vision
Maximize personalized consumer engagement by delivering the
right message, in the right place, at the right time and at scale.
9. Vision and Strategic Pillars
• Create a data-driven, holistic view of the consumer
Data
Foundation
• Deliver the right message, in the right place, at the
right time through marketing automation, customer
journeys and artificial intelligence.
Activation
• Provide high-fidelity, real-time performance insights,
reporting, and monitoring
Reporting &
Analytics
Maximize personalized consumer engagement by delivering the
right message, in the right place, at the right time and at scale.
Strategic Pillar
Vision
Marketing Tech Area
10. Optimal Marketing Tech Blueprint
10
BI Tools
1st & 3rd party tracking and attribution data
Data flowing
for Real-time
availability
- Customer ID
- Customer scores
- History of customer activity
Latest customer
information for
personalization and
targeting purposes
Customer
Data
Forensic, business event, tracking data (1st party data)
Data
Lake
Data Mart/
Warehouse
Data Science
Models
Social
Facebook,
Twitter, etc.
Campaign
Management
System
CDP
Client .com, App
Tech Stacks
(Web/Mobile)
Email, SMS,
mobile,
microsites
Demand Side
Platform &
Ad Tech for Paid
Channels
CMS
Data Foundation Activation
Reporting &
Analytics Web Analytics
Mobile
Analytics
Tag Mgmt.
Customer
Action!!!
Performance
Monitoring
and Alerting
11. Data Pipeline and Customer360
11
Salesforce
Marketing
Cloud
Content
Management
System
Customer
360
Salesforce
Service
Cloud
Sources Data Ingestion
Data
Science
Model
Execution
Service
Personalization
Service
Redshift (DW)
IMS
S3
FTP
Ancestry
Technology
Stacks
External
Sources
Other Ancestry
Tech Stacks
(SEO, etc.)
Customer360
Consumers
Others
12. Customer Data Platform - CDP
Customer Data Platform is a modern
marketing database that helps marketers:
• Understand how customers interact with
our brand across all touchpoints for a
360 degree view of customer
• Personalize our messages based on
customer behavior, 1st, 2nd and 3rd party
data, leveraging data science and
advanced analytics
• Connect with customers in a seamless,
cross-channel way
Customer
Data
Platform
CRM / MAP
ANALYTICS &
REPORTING
SOCIAL
MANAGEMENT
CMS
MEMBER
SERVICES
MULTI_CHANNEL
PERSONALIZATION
13. MMM (Mix Media Modeling)/MTA (Multi-Touch Attribution)
MTA = Campaign Execution
(bottom up, tactical decisions)
Examines how specific consumer
engagements (campaign, media,
creative) impact sales
Optimize interactions at customer
journey execution level every week
MMM = Holistic Planning
(top down, strategic decisions)
Examines how resource allocation and
optimization guide budgeting and
planning decisions
Increases effectiveness and growth of
cross-channel programs
Market Level
Audience
Level
MMM and MTA work together to guide business decisions at all levels
14. SEM
Marketing Technology Stack
Data Platforms
Channel
Platforms &
Orchestration
Content,
Testing &
Personalization
Analytics,
Reporting &
Attribution
Analytics Scoring
Engines
Attribution Reporting & MRM
Content & Publishing Testing Collaboration
Video
SEO
CC & Chat SocialMobile XRMMarketing
Automation
DMP Marketing Data Platform TaggingData
Video Mgmt.
Portal
T3
C360
Ad-Tech
Customer Reach DSP
Aligns to strategy
Does not align to strategy
May/may not align to strategy
15. More Context and Personalization to Drive Increased Cross-sell
15
• More personalized education at key cross-sell moments for DNA purchasers and Subscribers
• New messaging tailored to customers that extends from email to personalized landing page
Email
DNA Landing Page
Cross-sell Thank You
• Sent 7 days after
subscription start
• Not personalized
currently
• Currently sending
purchase flow – no
value prop
New
Experience
DNA Post-Activation
• Sent 4 days after
DNA results
• Not personalized
currently
• Currently sending
to purchase flow –
no value prop
messaging
FH Landing Page
Email
New
Experience
16. Program Details
• The program includes two communications: a launch and last chance
• Offer is sent 8 days post results
• Global program
K
2K
4K
6K
8K
10K
12K
14K
16K
18K
20K
2/7/2018 2/8/2018 2/9/2018 2/10/2018 2/11/2018 2/12/2018 2/13/2018
New Targetable Audience
Email Retargetable
Real-time, Multi-Channel Journey: DNA Additional Kit Program
16
K
2K
4K
6K
8K
10K
12K
14K
16K
18K
20K
2/7/2018 2/8/2018 2/9/2018 2/10/2018 2/11/2018 2/12/2018 2/13/2018
Email Audience
Email
Increased program reach by 50%
17. Value/Benefit Education Inspiration
• Real-time: Send messaging within 5 minutes instead of 24 - 48 hours
• Tailored Messaging: Message consumers in a way most likely to resonate with them
• Multi-channel: Talk to consumers where they are (Facebook and Email) and pivot based on interaction
• Business Impact: Expected conversion lift of 25% based on initial testing
One Size FitsAll
No coordinated
social component
Email and/or
Facebook
Sent 2 days after
abandon event
Sent 5 minutes after
session abandon
Real-Time, Multichannel Journey: Abandon Cart
Voice over on how many new entrants in the market this year
How do these lead to outcomes?
* Holistic view of the customer (C360) to ensure we are using everything we know about the customer to tailor each communication.
* Artificial intelligence – drive near instantaneous actionable insights
* Omni-channel communication strategy - We will be prepared to communicate , nothing we build/buy today will limit our ability to market in future channels – all modern channels available, channel agnostic
* Real-time performance – how is marketing performing so we can shift strategy quickly, see performance in real-time to adjust quickly to marketing forces and external pressure (agility)
* Identity Management – How do we marketing to folks outside of the database? How to we expand the top for the funnel leveraging technology?
Why we need it, how we fix it, how much it will cost
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