The future is less about channels and more about potential customers. Cezanne Huq, online acquisition and business strategist at Intuit, will share best practices that apply to practical management of search in 2014. It's about making potential customers consider the products early in the decision process. Huq will share how Intuit turned customer data, brand value, shop/buy behavior, channel insights and analytics into tools that delight existing and potential clients.
KEYNOTE
Cezanne Huq, Online Acquisition and Business Strategist, Intuit
3. 2014 goal: Take Search to awesome with a data management platform
Consider factors outside of search
Make customers the center of your strategy
Look to your data for effective targeting and optimization
Focus on strategies that leverage how your customers shop, buy and advocate
@cezanne
#cezanne
Develop SUCCESSion metrics to effectively measure and manage your campaigns
Formulate hypotheses incorporating customer insights that make search awesome
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4. @cezanne
#cezanne
Consider factors outside of search
More than 70% of advertising is still allocated to TV – Magna Global 2013
Shoppers research competitive prices while standing in a store -- a trend called
“showrooming” -- and buying later, on their laptop or tablet. This seamless simultaneously
for consumer demand is known as “omnichannel” – National Retail Foundation 2013
77% of survey respondents reported regularly using their computer/laptop while watching
TV, up 16 percentage points – Accenture 2013
28% of mobile searches drives conversions: store visit, calls and purchases – Google
2013
Intuit acquires four small business customers per every accountant on-boarded – Intuit
2013
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5. Make customers the center of your search strategy
Design for customer delight
“We put customers at the heart of everything
we do. We work together to deliver end-to-end
experiences so profound that customers love
using our products and services, and actively
recommend them.”
@cezanne
#cezanne
6. Make customers the center of your search strategy
Use themes to delight customers
How do these searchers map to our customer segments?
New & Savvy Prospect
Current Customer
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7. Leverage your data for higher fidelity targeting and optimization
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6 million customers added to Intuit’s DMP collecting 1st party data
More users being added based on log-in frequency and activation
55+ 3rd party data providers appended to our customer records (Datalogix, Bluekai, eXelate, etc.)
65+ 1st party data attributes collected via DMP
QB (SKU, date CC entered, bank accounts added, etc.)
Payroll (signup channel, date first payroll run, early9score)
100s of key pages/events tracked across the enterprise and counting
Added Mobile SDK to our mobile and tablet products for mobile DSP/DMP enabled campaigns
1st and 3rd party data enabled audience building and buying across mobile ppc, web and mobile apps
(tablets and phones)
Entered partnership with offline provider to build an ideal online audiences using offline data
matching
40+ offline data sources (census, property data, credit bureau data, purchase aggregators, etc.)
Rank ordered in match success from 1-9 providing a scalable, highly custom audience
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8. @cezanne
#cezanne
Focus on strategies that leverage your customer lifecycle
Your consumers expect it!
Consider
Evaluate
The Loyalty Nirvana
Bond
Advocate
Enjoy
BUY
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12. Search benefits the most from a data management platform
Customers trump everything!
Egos must be left at the door!
Don’t move ahead until you have shared vision!
Measure data management platform use cases with eye towards accretive growth!
Stay abreast of progress through operational mechanisms!
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@cezanne
#cezanne
14. @cezanne
#cezanne
Customers trump everything
Plot key prospect and customer touch points
1. Go broad to go narrow – Where
are they looking for your
products?
2. Deep empathy - What are they
looking for?
3. Rapid experiments – When are
they looking for it?
Source: ClickZ
15. @cezanne
#cezanne
Customers trump everything
Plot key prospect and customer touch points
Three key questions:
1. What are key pain points for
customers?
QuickBooks
Mint Home & Biz
Quicken
Customer
2. Where are optimal product
synergies?
Payroll
3. Can we leverage each
product line as a front door
to our suite of solutions?
TurboTax
GoPayment
QuickBase
Point of Sale
16. @cezanne
#cezanne
Customers trump everything
Design for customer delight
Customers
Competition
Business
- Features
Brand Guidelines
- Offers
- Promotions
- Benefits
Successful deployment will:
• Delight prospects and customers
• Maximize profitability
• Increase market share
• Make more money
• Produce cost efficiencies
Performance
Prospects &
Customers
- Perceived value
- Call-to-action
- Credibility
- Seasonality
18. @cezanne
#cezanne
Egos must be checked at the door
Establish executive sponsorship
CMO and/or departmental heads
Bring key stakeholders into the process early on
Offline, Online, Research, Analytics, Finance, Creative, Production,
Technology and PMO teams
Define clear roles and responsibilities
Who is the driver, approver, core contributors and the informed?
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19. Don’t move ahead until you have shared vision
Establish the future state, collectively
Set clearly defined mission, principles and values to get there
Avoid pleasing everyone, that is not the objective
Listen and inquire and do not advocate
Resolve questions and concerns as soon as possible
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@cezanne
#cezanne
20. Measure media with an eye towards growth
Seek out & understand the economic value of all touch points and fund it separately
Three key questions:
1. How should we value each
customer touch point and
response?
2. How do we align our
campaign to the value?
3. How are we thinking about
funding for the campaign?
@cezanne
#cezanne
21. Stay abreast of progress through operational mechanisms
@cezanne
#cezanne
Develop an organizational structure
Hold regular & consistent meetings at all appropriate levels
Assess needs and resources and develop goals to enhance the goals of your
integrated media campaign
Establish success metrics, measure, review and make any necessary changes
Develop thresholds to signal contingency planning
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22. @cezanne
#cezanne
Intuit DMP Case Studies
User
Story
Description
Status
Outcome
1
We want to be able to know whether our prospects are
accountants or SMB owners and present a personalized
experience and product
Active
Unique experience being served to
accountant audience with a 166 revenue
index to control
2
We want to know which QBO customers by specific SKU
are most likely to sign up for GoPayment and present
them with a relevant GoPayment offer through media
Active
“Very likely” QBO audience indexing
higher than “likely” QBO audience
3
We want to know which of our prospects use more
mobile and to then offer a relevant experience and/ or
provide relevant mobile app
Active
Targeting existing QBO mobile users with
GoPayment App on Android and iOS
4
We want to track user behavior and optimize across
social, search, website, display, and mobile
Active
Currently tracking user behavior across
social, search, website and display.
5
We want to change the ad and message based on
activity within our websites
Not
Active Yet
Need to leverage x+1 and Sitespect
integration
6
We want to understand our prospects behavior on
different devices
Active w/
Nala
Added SDK to QBO, adding to
GoPayment Apps (phone and tablet)
23. Personalization
Future
@cezanne
#cezanne
Targeting
Audiences
Decisioning
Acquisition team Data Collection to usher in a truly integrated, actionable digital enterprise
poised
PPC
Display
Paid Social
Mobile
Affiliates
Earned SEO/
Social
Websites/
UGC
In Product
CRM/Phone/
Care
Retail/eTail
Tagging/
Tracking
Marketers
Desktop
Mobile/Tabs
TV
Real-time
Optimization
3rd Party
DMP
2nd Party
Phone/Care
Datamart
Reporting/
Visualization
Analysts
Customer Data
In Product
Websites
CMS/Testing
Legend
In Production
In Progress
In Plan
Earned
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What marketers need to prepare for, search, social and display, integrated marketing. The vision for 2014 but more around the opportunities and how to maximize them.
Where are they so we can target you. Where is the most efficient placements to consider
1. Perceived ValueYour potential visitor is looking for a “solution” to their pain points. In fact, customers care about solving their problem, not necessarily buying your product. You must convince them that you will solve those pain points (support, new products, and services).Saving money is a huge perceived value. Everyone wants to save money by finding a cheap way to solve their problem (or even better, solve the problem free of cost!). Your ad copy should emphasize what problem you’ll be solving for the user.2. RiskWhile your customers want to solve their problem, they also want to guard against the risk of wasting time and money. This is why “risk reversal” is such an important element of your ad copy.To help users guard against risk, you must convince them of the value of clicking on your ad and not wasting time by getting suckered in to something that doesn’t work for them.At every step of the way, you want to reduce the friction of taking the next step. Convince users of the value of clicking on your ad, and you will get more relevant visitors.You also want to help users guard against wasting their money by emphasizing free or low cost entry points. A good example is “Free Quote,” which is one of the most established calls to action on PPC ads. For the user, there’s no risk in a free sign up that’s quick and easy, so why not sign up? Not only does this increase clicks, but it significantly increases conversions. You’re saying that “all I want to do is tell you what it will take to solve your problem.”3. CredibilityCredibility is always at the top of your customers’ minds. Your customers want to guard against risk by choosing someone they know and trust. This is why branding is such an important investment for your business’s long term success. The best way to instill a sense of confidence and trust is by making users feel like they know you and like you.For example, you may want to mention a trusted brand associated with your business, such as mentioning a prestigious award. (This sort of credibility builder is one of the most successful tactics in various scenarios. For example, saying someone is a “Pulitzer Prize-winning author…” or “Nobel Prize-winning scientist” is a great way to gain instant credibility.You could take a more aggressive approach by directly touting your track record, such as saying that you “Generate X number of dollars for Y number of clients” or saying that a specific product has been sold to “X number of happy customers.”4. Call To ActionYour ad and landing page is your ultimate salesperson. So your ad and your landing page better have a compelling call to action that is quick to the point.Your prospects don’t have much time, need quick answers and are clicking to new pages every few seconds. So you have to get to the point before they look elsewhere.Often times, it’s as simple as asking someone to take action right away. So don’t be shy; shy salespeople don’t close the deal! However, make sure you are professional.Don’t be too pushy. (Don’t use ALL CAPS LIKE THIS BECAUSE IT’S OBNOXIOUS!) Provide enough value to close the deal without being the used car salesman. Often, this is something as simple as “Buy Now”, or “Order Online & Save” in your ad copy.On the landing page, many people make the mistake of putting as much information on the page as possible. Your goal is to make the value proposition clear and simple, and tell the customer what to do by making the “Buy Now” button standout and clear.5. QualifiersOften times, you will be bidding on keywords that are a bit broad. Some of the people searching are your target market, and others aren’t.Additionally, you might be positioned to take only a small portion of your market. For example, you may be focusing on providing lower prices (competing on cost), or on better service (competing on value), or on a specific sub-segment of the market (e.g., moms, kids, college students, higher net worth individuals).Most business owners are afraid of “not talking to everyone”. So they will not tell a prospect how much their product costs, or who is their ideal customer. This is BAD.By using language that resonates with your target audience, you will simultaneously stop wasting money on clicks from people who won’t convert, while increasing the ad’s relevance in the eyes of your true target audience. By putting in a qualifier, you spend less and make more, so don’t be afraid to get specific!
A shared vision is a view of some future state that is agreed upon and shared by others. It is useful when managing change and when you have people who are initially resistant to change.