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Don't Fear the Metrics -- Logitech

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What are the 3 global truths that underpin global consumer behavior? Flip through Jeremiah Andrick's C3 presentation to find out. With a critical eye towards what marketing cliches like "consumer journey" and "creating the right content at the right time" REALLY mean, this presentation takes a realistic but inspirational look at how marketers can meet consumer expectations and achieve meaningful marketing goals.

Presentation by:
Jeremiah Andrick, Head of Global eCommerce, Logitech

This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/

Veröffentlicht in: Marketing
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Don't Fear the Metrics -- Logitech

  1. 1. NEW YORK CITY | OCTOBER 28-29, 2015 C3 2015 BREAKOUT SESSION DON’T FEAR THE METRICS Head of Global Ecommerce and Digital marketing Jeremiah Andrick
  2. 2. BE RELENTLESSLY RESOURCEFUL
  3. 3. BE RELENTLESSLY RESOURCEFUL • 27 COUNTRIES • 55 LANGUAGES • 4 BRANDS • 835 SKUS • 15 CATEGORIES • 8 DEMANDING BUSINESS GROUPS
  4. 4. • I have to do something emotionally relevant every 10 mins or I will lose you. • Multitasking: You are 4 times more likely to leave a task uncompleted • You are going to forget most of this. (Unless I repeat it and you repeat it a lot) • Forgetting what I am saying will allow you to prioritize information (I.E. Where are we getting drinks later) SOME SCARY FACTS *”Brain Rules” John Medina. http://www.brainrules.net/
  5. 5. THERE ARE 3 FUNDAMENTAL TRUTHS OF THE GLOBAL CONSUMER Consumers do not wake-up in the morning thinking which brand of mouse should I buy? Consumers wake-up having their life which matters to them Your brand and product must fit into that life and connect with their heart and mind CONVERSION BEGINS WHEN YOU ARE AT THE RIGHT PLACE AT THE RIGHT TIME WITH THE RIGHT MESSAGE FOR YOUR CONSUMER.
  6. 6. 1
  7. 7. FEAR
  8. 8. ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE ROAS: 10 - 1ROAS: 6 - 1ROAS: 3 - 1ROAS: < 1 - 1
  9. 9. ONLINE DATING AS A METAPHOR • Online dating opens up more options for people to meet. • Creates the perception that there may be a better option out there. • Overwhelms thick markets • Super effective in thin markets
  10. 10. RULE #300 NO ONE NEEDS ALL THE DETAILS ALL THE TIME
  11. 11. THIS IS THE CUSTOMER JOURNEY START HERE NOT HERE

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