optimizing customer value at every interaction

®

A NEW ERA FOR MARKETING

OPTIMIZING CUSTOMER VALUE AT EVERY INTERACTION

Tim SutherChief Marketing Officer

TOPICS

1. The state of marketing today

2. A capability model for driving customer engagement in a

connected world

3. Unlocking value

4. Critical success factors

THE END IS NEAR…

3

For marketing as we knew it

Consumers are boss

One night stands

Yelling louder

Media mix reflects yesterday’s consumption

Unsure (or negative) ROI

“Oooh, ahhh, that’s how it always starts.

Then later there’s running and screaming.”

-Ian Malcolm,

-The Lost World: Jurassic Park

Target 15-30% of spend to redirect

CAPABILITY MODEL FOR

A CONNECTED WORLD

5

TAKING FLIGHT…

6

Connect and project

Differentiated value of customers

Madmen become mathmen too

The era of customer engagement driven marketing

EXTRAPRISE…NOT JUST ENTERPRISE

Safe Haven

Online Display180mm Profiles

Advertiser

Audience

Publisher

Audience

Advertiser

Enhance

Anonymize

Match

Just Your Audience

Anonymous Match

Real Time Data Exchange

Delivery Integration

Partnership Ecosystem

Product Propensities

Channel Preferences

Media Preferences

Customer Behavior

External Insights

Attitudes / Personas Print292mm Households

Mobile60mm Users

Email224mm Addresses

TV59mm Households

Social650mm Profiles

Call Center100 million numbers

Apps

Publisher

7

Focus on your audience, addressable anywhere, reached with certainty

8

Some customers are worth more than others. Invest & engage accordingly.

NARROWCAST,

NOT BROADCAST

THE MASS MARKET IS AN ILLUSION

SPEAKING OF ILLUSIONS…

9

Marketers say…

“We generate the branding and strong

creative needed to differentiate ourselves

in the marketplace.”

The CEO/CFO wants to hear…

“Our analysis shows our $3 million

campaign generated an incremental $22.3

million in revenue.

We can continue to generate ROI up to a

$4.5 million spend, generating $10.6

million in further revenue, at which point

further investment loses money.”

1. Maximize value from existing customers

2. Engage with customers “there”

3. Harvest intent from prospective buyers

4. Generate demand more insightfully

5. Substitute media & channels based upon

customer preference

UNLOCKING VALUE

Prioritizing marketing initiatives in a connected world

UH, NOT EXACTLY…

11

12

CRITICAL SUCCESS FACTORS

Not all customers are created equal. Engage/invest accordingly.

Prioritize programs by impact upon customer portfolio value.

Target your multi-dimensionally defined audience . Other

definitions waste money.

Leverage a safe haven to “anonymize & match” proprietary

customer data. Demand key partners participate.

Remember every interaction & learn. Personalize, coordinate,

test & measure

Play the data as it lies. Be “in market” in a career relevant

timeframe.

Harvest “easy money” while pursuing “big money”

Key marketing principles for a connected world

ONE FINAL THOUGHT

“…in Italy for 30 years under the Borgias they had warfare, terror, murder, and bloodshed,

but they produced Michelangelo, Leonardo da Vinci, and the Renaissance.

In Switzerland they had brotherly love - they had 500 years of democracy and peace, and

what did that produce? The cuckoo clock.”

- Harry Lime, The Third Man

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FOR MORE INFORMATION

THANK YOU. QUESTIONS?

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