Insights are the Fuel for Transformation
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Resonate Presentation by Ericka McCoy at Brand Innovators Summit July 2018
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Insights are the Fuel for Transformation
- 1. | resonate.com 1© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL Insights Are the Fuel for Transformation Ericka Podesta McCoy SVP Marketing, Resonate @ErickaPMcCoyResonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 2. It’s Never Been a Better Time to Be a Marketer Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 3. | resonate.com 3© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL It’s Never Been a More Challenging Time to Be a Marketer Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 4. Social AR/VR Content Marketing MarTech AdTech Data- driven Brand Safety Influencer Marketing Increasing Costs Marketer Marketers Are in a Constant State of Transformation Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 5. Disruption is Changing the GameResonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 6. Disruptors Employ Customer-centric Strategies Insights Fuel Customer-centric StrategiesResonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 7. | resonate.com 7© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL Customer-Obsessed Is Insight Driven Forrester Top 5 Imperatives for the Age of the Customer Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 8. Insights-driven firms are growing at an average of more than 30% annually and are on track to earn $1.8 trillion by 2021. 30% $1.8 trillionResonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 9. Insights Fuel •Acquisition •Expansion •Retention •Growth •Efficiencies •Revenue •Customer Lifetime Value Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 10. Insights Drive Performance Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 11. Do You Have the Right Insights? Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 12. Deepest Understanding of Consumers Dynamically Updated Accurate and Precise Drives Action A Holistic Understanding of the Humans in Your Audience Brand-specific, Relevant Data Unified View Across Teams Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 13. Do you know why? Why they buy? The motives that inspire loyalty, endorsement or abandonment A Deep Person-Level Understanding to Inform Marketing Decisions Why they choose? Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 14. It Was the Age of Wisdom Insight Knowledge Information Data It Was the Age of Foolishness WISDOM Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 15. Your Audience is Made Up of Humans What TV shows do they watch? When are they watching TV? Do they watch TV as a family? Where do they shop? What are their values? What kind of tech do they like? When are they on their phones? What do they do with social media? What types of apps do they have/use? What websites do they visit? What do they use a PC for?What do they like? What are they passionate about? Where do they spend their money? How important are deals/promotions? Where do they live? What’s home life like? What brands do they like and why do they like them? What’s their idea of “fun”? Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 16. More Resonant Content Creative Offers Experiences The Right Insights Build Strong Connections Between Brands & Humans Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 17. We Have the Insights to Fuel Your Brand Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
- 18. Global Beverage Company Audience Insights: People who buy soda online because it’s easier to bundle into an existing order Media Insights: People who buy green products to help the environment Global Consumer Packaged Goods Company
- 19. Curated Reports Help You Quickly Move from Understanding to Implementation
- 20. Questions? Want insights on your brand? Contact us today! Resonate.com/BISummit 855-855-4320Resonate.com© Resonate. All rights reserved. PROPRIETARY & CONFIDENTIAL
Editor's Notes
- Charles Dickens: It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair…
- 2011, there were about 150 companies geared toward marketing technology, 6,829 marketing technology solutions in 2018
- Transformed the corporate landscape in every industry, Dramatically changed consumer expectations of brands, Reduced a company’s ability to control their brand. Reduce these barriers to entry. Allows the disruptor to take new ideas & rapidly pursue target customers at almost no cost and in the space of a few days
- Modern marketing organizations must transform to become insights-driven
- And insight driven is money
- Rooted in a close connection between brands and consumers
- ROAS
- Deepest understanding of consumers – values, motivations Is your data relevant to your brand and industry and purchase cycle, etc Is it fresh data Accessible Easy to Use Drive Engagement
- Deepest understanding of consumers – values, motivations Is your data relevant to your brand and industry and purchase cycle, etc Is it fresh data Accessible Easy to Use Drive Engagement
- Deepest understanding of consumers – values, motivations Is your data relevant to your brand and industry and purchase cycle, etc Is it fresh data Accessible Easy to Use Drive Engagement