addressable customer experience - audience insights and strategy
TRANSCRIPT
Module 1:
Audience Insights and Strategy
Matt Naeger
EVP, Digital Strategy
Leah van Zelm
Principal Consultant
Source: Media Bistro Feb 2014
http://www.mediabistro.com/prnewser/what-are-americas-10-most-trusted-brands-and-why_b57512
What do these companies have in common?
• Companies are targeting the same audience, providing options
• Customers expect experiences
• Companies must respond across the customer journey
Commodity Product Service Experience
Today’s experience ecosystem is more complex than ever – more media, more channels, and “always on.”
Increasing
shareholder
vaue
The real
opportunity is
to transform the
customer
experience
But the brands that can transform the customer experience within this complex ecosystem will win.
Most
marketers
are focused
here
Sh
are
hold
er
Va
lue
“Find me” “Amaze me”
Customer Experience Differentiation
“Know me”
FN1: The Business Impact Of Customer Experience, 2013by Maxie Schmidt-Subramanian, June 10, 2013
$136
Credit card providers61 million customers
Insurance providers15 million customers
Banks15 million customers
$111
$14
Additional purchases
Churn reduction
Word of mouth
$162
$65
$9
$548
$290
$27
Advancing from a below average to an above average customer experience is worth millions of dollars.
$866 million/yr
$262 million/yr
$237 million/yr
AIDEN
Context around insurance: “ Flexibility Provides Value”
Context around brand choice: “Simple Buying Leads to Good Life”
Connected Decision MapInforms Context
Personalization Based on Anonymous Data
Exposure Consideration
“Build cash value starting now”
InsureCo Ad
Visits InsureCo.comRetargeted Display
“What age to get life insurance?”
SearchesFor Insurance
“Good value from flexibilityfor years to come”
Rated # 1 among…for simplicity and flexibility
Informs
Informs
Captured Search DataBrowsing History
“Young Professionals” bundle
Segment Specific Media Buy and Message
Consideration
Quote
Save Quote?
Saved Quote is Emailed & Texted
Recommended Coverage Levels within the Bundle”
Social Sign in
Decision Engine DrivesCoverage Recommendation
Cross-DeviceAwareness
Retargeted
“Good value from innovative brand. Finally insurance that’s understandable”
Enters basic information
Value Informs Bid Amount
Save QuoteHistory
Apply Familiarize
One application for 3 product bundle
Email Reminder
Imagery related to “The Good Life” segment“We’ll do the work, you go live ‘The Good Life’”
Save time and hassle with the ‘Young Professionals’ bundle”
Accepts Insurance Offer and determines beneficiary Receives
Package
Starts Application
DetermineBeneficiaries
2 Days Later
Personalization
Email Content Is Segment Focused
Electronic delivery for self and beneficiary
Creative and Message Test and Learn
Engage Follow-up
Visits InsureCo.com Additional Coverage
Call Center Reinforcement
Returning Customer Recognized
Social Display
Remarketed
Shown “Newlywed Package”
Email Content Informed By Customer History
Decision EngineDetermines New Coverage Recommendation
3 Years Later
Call Center Script IsSegment Sensitive
Billing Question
W E P L A N T H I S : Sees ad Calls in Becomes a customer Loyalty
But how do organizations adapt to experiences in an omni-channel world?
B U T C U S T O M E R S D O T H I S :
Adapting in an omni-channel world requires a disciplined process.
• Enterprise Segmentation
• Behavioral triggers &
sequencing
• Lifecycle stages
• Value score
• Corporate
• Brand
• Product & service
• Media
• Creative & messaging
• Offer
• Channel
• Customer Strategy
• Audience sizing
• Experience blueprint
• Media plan
• Creative brief
• Targeting &
personalization plan
• Budgeting & forecasting
• Measurement plan
• Online onsite
• Online offsite
• Call Center
• POS
• Offline (print, mail, TV,
outdoor, radio)
• Portfolio
• Experience
• Interaction
• Touch Point
STRATEGY
PLANNINGDEVELOPENT
& LAUNCH
AUDIENCE
INSIGHT
OPTIMIZATION
• Enterprise Segmentation
• Behavioral triggers &
sequencing
• Lifecycle stages
• Value score
At the foundation of the process is audience insight.
STRATEGY
PLANNINGDEVELOPENT
& LAUNCH
OPTIMIZATIONAUDIENCE
INSIGHT
Lifecycle
stages
Enterprise
segmentation
Behavioral triggers
& sequencing
Value score
Audience insight refers to understanding motivations, behaviors, lifecycle and value.
CONTEXT
ABSTRACTSlow & Intensive
INSTINCTIVEImmediate & Decisive
Enterprise segmentation
Attribute45 MPG
PersonalValueGood
Parent
DE
CI
SI
ON
CH
AI
NFunctionalConsequence
Fuel
Efficient
Saves Me
MoneyPersonal
Consequence
PE
RS
ON
AL
VA
LU
ES
PE
RS
ON
AL
CO
NS
EQ
UE
NC
ES
FU
NC
TIO
NA
L
CO
NS
EQ
UE
NC
ES
AT
TR
IBU
TE
S
Distinct
Style
Classic
Style
Increased
Focus
Increased
Confidence
Showcase My
Style
Appropriately
Achievement
Statement Piece
Prominent Design
Large Stones
Chunky
PatternEdgy,
Unexpected
Modern,
Contemporary
TimelessSimple
Clean Lines
Delicate
Design
Solid
Material
Not
Flashy/Discre
et
Exotic Lines
Recognizable
Status
Symbol
Accepted
part of
group
Self
Esteem
Elevated
Perception
from Others
Exclusive /
Not Easily
Attainable
Craftsmanshi
p
/ Well Made
Premium
Brand
Expensive
Positive
Reputation
Gratification
Good Life
Reward
Memorable
Good Customer Service
No Rush
Recommend Products
Know My Preferences
Celebrate Occasion
Experience
Iconic or
Legendary
Brand
Signature
Style
Tradition
Sustained
ValueAll American
PE
RS
ON
AL
VA
LU
ES
PE
RS
ON
AL
CO
NS
EQ
UE
NC
ES
FU
NC
TIO
NA
L
CO
NS
EQ
UE
NC
ES
AT
TR
IBU
TE
S
Peace of
Mind
Time with
FamilyGood Life Feel Smart
Less WorrySave Time
and Hassle
Good
Decision
Reliable
Simple
Buying
Process
Understand-
able
Reputation
Recommended
Easy to Follow
Policy
Reviews
By Friend
By Advisor
By FamiliyConsumer
Friendly
Terms
Right
policy
CONNECTED DECISION MAP
Insurance
Do More
with MoneyFeel Smart
Stay in
Budget
Good Value
FlexibilityAffordable for
PolicyGood Brand
Longevity
Price
Terms
Coverage
Amount
Do More
with MoneyFeel Smart
Stay in
Budget
Good Value
FlexibilityAffordable for
PolicyGood Brand
Longevity
Price
Terms
Coverage
Amount
PE
RS
ON
AL
VA
LU
ES
PE
RS
ON
AL
CO
NS
EQ
UE
NC
ES
FU
NC
TIO
NA
L
CO
NS
EQ
UE
NC
ES
AT
TR
IBU
TE
S
Do More
with MoneyFeel Smart
Stay in
Budget
Good Value
FlexibilityAffordable for
PolicyGood Brand
Longevity
Price
Terms
Coverage
Amount
Time with
FamilyGood Life Feel Smart
Save Time
and Hassle
Good
Decision
Simple
Buying
Process
Understand-
able
Recommended
Easy to Follow
Policy
By Friend
By Advisor
By FamiliyConsumer
Friendly
Terms
Right
policy
CONNECTED DECISION MAP
Insurance
Peace of
Mind
Less Worry
Reliable
Reputation
ReviewsLongevity
Peace of
Mind
Less Worry
Reliable
Reputation
ReviewsLongevity
PE
RS
ON
AL
VA
LU
ES
PE
RS
ON
AL
CO
NS
EQ
UE
NC
ES
FU
NC
TIO
NA
L
CO
NS
EQ
UE
NC
ES
AT
TR
IBU
TE
S
Do More
with MoneyFeel Smart
Stay in
Budget
Good Value
FlexibilityAffordable for
PolicyGood Brand
Longevity
Price
Terms
Coverage
Amount
Feel Smart
Good
Decision
Peace of
Mind
Less Worry
CONNECTED DECISION MAP
Insurance
Time with
FamilyGood Life
Save Time
and Hassle
Simple
Buying
Process
Understand-
able
Recommended
Easy to Follow
Policy
By Friend
By Advisor
By FamiliyConsumer
Friendly
Terms
Right
policy
Reliable
Reputation
ReviewsLongevity
Time with
FamilyGood Life
Save Time
and Hassle
Simple
Buying
Process
Understand-
able
Recommended
Easy to Follow
Policy
By Friend
By Advisor
By FamiliyConsumer
Friendly
Terms
Right
policy
Reliable
Reputation
ReviewsLongevity
PE
RS
ON
AL
VA
LU
ES
PE
RS
ON
AL
CO
NS
EQ
UE
NC
ES
FU
NC
TIO
NA
L
CO
NS
EQ
UE
NC
ES
AT
TR
IBU
TE
S
Do More
with MoneyFeel Smart
Stay in
Budget
Good Value
FlexibilityAffordable for
PolicyGood Brand
Longevity
Price
Terms
Coverage
Amount
Peace of
Mind
Less Worry
Time with
FamilyGood Life
Save Time
and Hassle
Simple
Buying
Process
Recommended
By Friend
By Advisor
By Familiy
Reliable
Reputation
Reviews
CONNECTED DECISION MAP
Insurance
Feel Smart
Good
Decision
Understand-
able
Easy to Follow
Policy
Consumer
Friendly
Terms
Right
policy
Feel Smart
Good
Decision
Understand-
able
Easy to Follow
Policy
Consumer
Friendly
Terms
Right
policy
It’s important to …
Stay in budget and make
a good decision
It’s important to…
Worry less
It’s important to…
Save time and hassle
I want to…
Get a good value
I want…
reliability
I want …
Simplicity and reliability
Give me…
affordability, flexibility, easy to
follow products
Give me…
Good reputation, longevity
Give me…
Recommended brand
and easy to follow products
Good LifeFeel Smart Peace of Mind
By identifying people with similar motivations, segments emerge.
PE
RS
ON
AL
VA
LU
ES
PE
RS
ON
AL
CO
NS
EQ
UE
NC
ES
FU
NC
TIO
NA
L
CO
NS
EQ
UE
NC
ES
AT
TR
IBU
TE
S
Time with
FamilyGood Life
Save Time
and Hassle
Simple
Buying
Process
Understand-
able
Reputation
Recommended
Easy to Follow
Policy
Reviews
By Friend
By Advisor
By FamiliyConsumer
Friendly
Terms
Right
policy
“We’ll do the work, you go
live ‘The Good Life’”
Save time and hassle with the
‘Young Professionals’ bundle”
One application for 3
product bundle Finally insurance that’s
understandable
“Young Professionals”
package
Behavioral triggers & sequencing
Age 34 | Income $100K | Male
Aiden
Visits Sports, News, Fashion sites
Owns a smartphone, 10.5” tablet, 7” tablet, laptop
Doesn’t watch TV unless it is online
Travels with friends, discusses experiences online
Doesn’t understand insurance
Has a dog, and drives an SUV
Is about to get married and wants children
Has a PHD in Psychology
Likes to hike, lives in the upper Midwest
DEVICE
DMA
BUYING
BEHAVIOR
ONLINE
COMMENTARY
SITE VISITATION
SOCIAL MEDIA
USE
Value score is an important input into contact planning
Segment: Good Life
Individual: Aiden
Expected LTV: $950
Segment: Good Life
Individual: Cookie 12365
Expected LTV: $250 Anonymous
Individual
$4.00
$.45
$.80-$9.50
$.04
$.15
$.03
$.01
Average CostTouch Points
Native Social
Direct Mail
Outbound Call
Search RLSA
Display
Online Video
Level of
investment
high
medium
low
How does it work?
Audience Value
Propositions
Customer Experience
Blueprint
Communication
ArchitectureDrives core media and
message
Message sequencing
plan Aligned to audience,
exp blueprint and
communication
architecture
Discussion
1. How would you rank your organization when it comes to
2. Which of these four areas currently poses the biggest challenge/opportunity/gap?
3. What would it mean to you (monetarily) to advance in these areas?
Lifecycle
stages
Enterprise
segmentation
Behavioral triggers
& sequencing
Value score
Thank You!
To watch the full webinar presentation, please head here:
http://bit.ly/1A52sqx