"Connectedness Gets Personal" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing on March 7, 2012.

1. connectedness gets personal
adam lavelle, chief strategy officer
iCrossing client summit 2012

2. Connectedness

3. Connected marketing is an evolution
Connected
Coordinated
eBusiness Marketing
Marketing
3.0
Value to the Business
Channel
Transactional Integrated
Optimizers
Marketing Marketing
2.0
Brochureware Consistency Digital
1.0 Marketing “Experiences”
Value to the Audience

4. Its art meets science

5. Its mad meets math

6. and it all happens

7. in a moment

8. What is a moment?
moment – (physics): a tendency to produce
motion, esp rotation about a point or axis

9. owning the moment

10. Which moments are worth owning?
Exploring Point of Sale Use of Product Advocacy/WOM
First Second Third
Advertisin Moment Moment
Moment
g
of Truth of Truth of Truth
The online The 3-7 seconds When you What you say to
decision-making when you are experience others about the
moment(s) staring at the the product product
products on the
shelf
Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw,
Google P&G P&G Nestle

11. Source: Forrester

12. Source: Forrester

14. deconstructing a moment

15. Looking ‘inside’ a moment
Where is the moment being
experienced?
Who is experiencing the moment
and who is providing it?
What is the ‘stuff’ being offered up?
What intelligence is used to tailor the
moment, and what data is gathered?
How is this connected to other
moments in the audience’s experience?

16. making the moments matter

17. Buying attention alone is not sustainable
When bought media ‘goes dark’ there is no
conversation between the brand and the audience
Attention
Launch End
Launch End
Time

18. Bought, earned, owned build value
* To succeed, earned and owned have to be always-on
Bought
Attention
End
Bought Launch
End
Bought
End
Launch
Earned &
Owned
*
Launc
h
Time

19. content

20. Leveraging the content continuum

21. Embracing the increase in ‘creation velocity’

22. Managing the connected marketing ecosystem

29. data

30. The science of matching content to audience
• Demographic Markers
• Psychographic Markers
• Media Exposures
• Search History
• Site Behavior
Audiences • Social Graph
Context
• Competitors
• Brands
• Devices
• Channels
Content
• Socio-economics
• Media
• Categories
• Semantics
• Lifespan
• User Generated

31. The DMP is the emerging hub of digital

32. Audience profiling in real time
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
News & Media -> Fashion Magazines
Style & Fashion -> Fashion -> Fashion News
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75)
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83)
Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)
TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast;
Bizo: Senior Executive, Business Traveler
High Net Worth
Elle Subscriber – expires 2012/3/31
Fashion Addict
Renewal Ready

33. Audience data provides benefits to the marketer
Audience Reach Audience Analytics
(Brand Focus) (Attribution)
Anne
Status: ? Status: Frequent Visitor
Performance Data Alliances
Age: ? Age: 21-38, HHI: $100K+ (Direct Response) (Cooperative)
Lifestyle: ? Lifestyle: Mover & Shaker
Life Stage: ? Life Stage: Expected Mom
DMA: ? DMA: New York
Intent:? Intent: Auto, Luxury Travel
• Securely collects, integrates, and analyzes the entire
data portfolio
• Models data into custom audience segments
• Segments that are actionable in real time

34. We provide an extremely flexible platform
Integrated Data Portfolio
Marketing Platforms
Website Data • Ad Servers
• Inventory/Yield Optimizers
• Content Management
Mobile Data • Site Personalization
• Creative Optimization
Digital Data • Ad Networks/DSPs
e.g. Email, Search • Mobile Networks
• Ad Exchanges/SSPs
• Data warehouses
Offline Data
e.g. CRM, POS Analytic & Insight
Data Monetization
Social & Life Data • Data Exchange
e.g. Registration, etc. • Private Exchanges
3rd Party Data
Sales Marketing
Ops

35. moments are personal

36. let’s own your moments

39. thank you.