Going back to fundamentals — engagement models for triggered communications
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Going back to fundamentals — engagement models for triggered communications
- 2. Going back to fundamentals Engagement models for triggered communications Kelly Soligon @ksoligon Julie Rezek @JulieRezek
- 4. 4
- 5. Data continuum BusinessGameChange Advertising Marketing 5
- 6. Where do you want to put your energy? 6
- 8. OR… 8
- 9. Revolution: the convergence of marketing, data intelligence, and commerce
- 10. Revolutionshifts the focus 10
- 11. USP Unique Selling Proposition 11
- 12. Juicy, any way you like it, two lbs. of meat, grilled, flamed, fried… 12
- 13. USP Unique Single Person 13
- 14. USP USP I’m hungry 14
- 15. The Primal Data Point TM 15
- 16. The changes the way we look at audiences 16
- 17. What does it all mean? 17
- 18. Data was once hard to come by… 18
- 19. Not today… 19
- 20. “Humans generated more data in 2009 than in the previous 5,000 years combined.” Dave Evans – Chief Futurist for Cisco Systems Facebook’s best year: 130% increase in registered users Twitter traffic up 1,282% between February 2008 and 2009 LinkedIn traffic jumped tenfold in the first six months of 2011
- 21. 21
- 22. “Not everything that can be counted counts, and not everything that counts can be counted.” Albert Einstein 22
- 23. It’s not about the dashboard 23
- 24. It’s not about the 0s and 1s 24
- 26. “Intuition becomes increasingly valuable in the new information society precisely because there is so much data.” John Naisbitt
- 28. Data is VALUABLE one of your mostowned assets
- 29. Your data is exclusive
- 30. Use of data is a sustainable approach
- 31. Data strategy is transferable across paid, owned, and earned channels
- 34. Who is our customer?
- 37. Decision making process: TV
- 38. Decision making process: Office Awareness External and internal Initial discussion Build consensus / create business case Internal discussion Authorize budget / make the decision Sharing of information Executive committee meets Information Online / develop vendor shortlist Review proposal Managing directors meet Analyze vendors and features External Internal Create business use case; build consensus Between IT and division Heads to finalize proposal with brand, ROI, and business value Managing directors present proposal to executive committee Executive committee meets to make decision
- 39. Why we get excited Marketing + Math. Data quality, quantity, and accessibility have brought math to marketing. New digital tools, predictive models, and behavioral targeting will turn insight into foresight. Source: Booz Allen Hamilton: HD Marketing 2010:Sharpening the Conversation
- 40. Hierarchy of communications Communication Message Based on behavior & license agreement Predict & recommend other products TransactionalRelationship Utilize and engage with product Promotion of benefits Customer owns Office in 3-year Enterprise Agreement Core communications
- 42. Modeling
- 44. Real-time
- 47. Based on the marketer’s goal, not the customer’s need39
- 48. What we did 1 2 FILTER IDENTIFY Developer : Azure EI Data Set IT Pro/TDM: Private Cloud IT Pro: Systems Center 3 4 DELIVER TRIGGERED COMMUNICATIONS MEASURE, REFINE, ANALYZE A/B Testing Open > Click > Redemption Control Groups 40
- 49. What does it all mean? 41
- 50. Behaviorally targeted ads are 2.7x more effective than non-targeted ads 42 NAI: The Value of Behavioral Targeting, Howard Beales, March 2010
- 51. Results Significant uptake: • Trials • Books • eLearning Targeted reach: 23,000 accounts 30% higher open rate vs. historical Over $2.3M in pipeline 10% IRR VS. MSFT historical 300 leads generated 43
- 53. Questions?
- 54. Thank you! Kelly Soligon @ksoligon Julie Rezek @JulieRezek
Editor's Notes
- Then: One message to many recipients/audiencesNow: Many messages to many audiences
- It’s about tailoring your product to your customer vs. your customer to your product.
- We like to call that the primal data point.
- Amazon figured this out with their referral engine. My sister ordered a book from Amazon for her son’s social history class to help him write a paper – if they knew my sister’s son was in the 7th grade and that every other month, according to the school curriculum, it was a new history lesson from the Civil war to the great world wars, you can imagine the impact they could have on my sister, her son and their business if you multiply that insight by every 7th grader in the United States.
- In the paradigm as described by Google in the ebookZero Moment of Truth, this would be a “first moment of truth.”
- It’s foresight that allows us to be more relevant, more timely, more effective in delivering experiences that ultimately drive acquisitions.