This document discusses the challenges marketers face in today's complex digital landscape. While technology has enabled more data and personalization opportunities, legacy systems, data silos, and strained resources make harnessing this potential difficult. Consumers now expect highly personalized, relevant experiences and are frustrated when brands don't deliver. The document outlines strategies various companies have used to better understand consumer behaviors and improve experiences, such as segmenting audiences, automating content, and testing and learning from consumer interactions and feedback. It emphasizes focusing programs around how consumers actually behave rather than assumptions.

1. WHY DOES THIS ALL SEEM
SO HARD?
MARKETING TODAY
Nick Worth, CMO

2. The future has always seemed promising

3. 20 years ago, the future burned bright for marketing
A connected
world
Fat Pipes Processing
Power
Mobility Video

4. That future is now…

5. • Always-on consumers dropping
breadcrumbs all the way to
grandmother’s house
• Sustained martech innovation from
5000+ zealous software vendors
(and a few rich and powerful
Frankensteins)
• Fast, flexible databases
• Powerful analytics engines
• One click to touch thousands,
millions, tens of millions…
MACHINES
THAT THINK
FOR US !?#*!

6. So why does the dream feel like a nightmare?

7. Cars and Phones

8. Consumers are ahead of the market

9. MARKETERS ARE
LAGGING BEHIND CONSUMERS
• New channels, and new technology are rapidly advancing
• Legacy systems persist
• Organizations remain silo’d operationally
• Data isn’t centralized or associated to the individual
• Resources are impossibly strained

10. Consumers understand their power

11. • Millennials and Gen Z are
hard coded to demand more
• Expect brands to know them
not as a segment but as an
specific individuals
• Less concerned about privacy
• Want brands to provide an
individualized experience in
exchange for their data

12. 74% of online
consumers are
frustrated by content
not relevant to their
interests.

13. Only 23% of marketers
are extremely satisfied
with their ability to
leverage customer data
to deliver relevant
content

14. Willkommen in der Era des Real-Time Marketings
There is hope

15. POSITIVE TRENDS
Lower production time, increased relevance
TEMPLATES AND
AUTOMATION
DATA FOCUS
Growing understanding of the need to invest
in centralizing and analyzing data
CONFORMING TO
THE CONSUMER
Changing content, messaging and
experiences based on consumer desires,
interests and behaviors

16.  Email | Mobile | Social | Web | Print
 Universal profile
 Flexible data model
 Drag and drop automation
 Real-time personalization
Created to help today’s marketer
Sophisticated results through simple execution

17. Next generation platform unveiling Q1 2018

18. NEW LOOK &
IMPROVED USER
EXPERIENCE
Icons and messaging to
guide user through creation

19. CLEANER, CLEARER,
MORE INTUITIVE
CONTENT DESIGN
INTERFACE

20. CLEANER, CLEARER,
MORE INTUITIVE
CONTENT DESIGN
INTERFACE

21. CLEANER, CLEARER,
MORE INTUITIVE
CONTENT DESIGN
INTERFACE

22. TIME SAVING
ANNOTATIONS, ERROR
MESSAGING, AND
TROUBLESHOOTING

23. • Out-of-the-box AI purpose built for relationship marketers
• Embedded for intelligent personalization
• Product recommendations
• Predictive next steps
• Automated optimization
+ MORE

24. SO WHAT CAN YOU DO WITH
POWERFUL MARKETING
TECHNOLOGY?

25. DON’T ASSUME… TAKE A LOOK AT
YOUR CONSUMER

26. They might surprise you.

27. Select Stumble Read Rate

28. WHAT THEY LEARNED
 People wanted fewer more relevant stories delivered to them each day
 People were logging in more frequently, but spending less time per visit
 Millennial content interests skewed toward more practical, useful,
scientific details

29. WHAT THEY DID
Created personalized mashup lists with 5 stories
matched to the consumer
Developed ”snackable” content for quick short visits
Introduced new themes to editorial:
• How does your brain react to beer
• What’s the best sleep position
• Parenting today’s kids
• Healthy fast meal
250,000 new users added every month
All usage rates are trending up

30. Industry: Retail/Telecom
Agency: N/A
Country: Netherland
OBSESSIVELY FOCUS ON
CUSTOMER SATISFACTION
Increasing customer service calls and product
returns
Deep dive analysis
• Historical data
• Customer feedback survey
• Call center rep interviews
• Return reasons
Customers were confused about how the
products worked.

31. WHAT THEY DID
DAY OF DELIVERY EMAIL
• Created video tutorials and feature benefit lists
• Triggered email based on delivery date
• Dynamically generated for 250,000 products
FOLLOW-UP EMAIL
• Triggered 3 days later
• Additional information on maintenance and product
features
• Do you still need more help? (yes/no with human
follow-up)

32. RESULTS
NPS SCORE
2 POINTS
CUSTOMER SERVICE
CALLS 90%
RETURN RATE 30%

33. CUSTOMER BASE WAS SOPHISTICATED…
• Various product categories
• Luxury and outlet lines
• Cultural differences and taste based on location
… marketing program was not

34. Identified 10 target segments based on:
• Outlet versus luxury preference
• Gender, category, and size affinity
• Geography
Created experiences for each segment:
• Automated with templates and journeys
• Captured online behavior to personalize
retargeting across site, email, mobile and
Facebook
WHAT THEY DID
Order volume increased 105%

35. NEW LOYALTY LAUNCH
Launched a comprehensive consumer
survey and multi-variate test campaign to
identify how the following would affect
loyalty program conversion:
 Behavior
 Demographics
 Propensity models
 Offer value
 Offer frequency
 Message type
 Copy, creative, use of animated gifs

36. • Personalized movie recommendations and
monthly rewards
• Gift card incentives instead of free popcorn
• Follow-up reminders before offers expire
• Older populations were more interested in
Limitless all-you-can-eat program
WHAT THEY DID
Revamp their strategy to deliver what members actually wanted
• open rates
increased 150%
• click rates 200%
• Loyalty conversion
adoption steadily
increasing

37. The Message is...

38. • The right technology can
be liberating
• Don’t assume you know
your consumer
• Design content and
programs around the way
they are actually behaving
• Start somewhere

39. NICK WORTH
CMO
nick.worth@selligent.com