stack storytelling

STACK STORYTELLING

STEFAN BARDEGA CHIEF DIGITAL OFFICER

THE PROBLEM, JOURNEYS ARE GETTING MORE COMPLEX

Internet search

Brand website

Comparison websites

Email

Internet display ads

30

30

65

63

42

THE AVERAGE TELCO JOURNEY NOW HAS 220% MORE TOUCHPOINTS

Source: ZenithOptimedia Touchpoints 2014

20142003

+220%

Brand websiteComparison

websitesCons opinion site/ blogs

Internet searchCoupons on

internetRetailer websites

Blogger review/reco

EmailSocial network

likesSocial network page/appInternet

apps/widgetsInternet brand videoInternet display adsMobile phone

ads/ promoSocial network adsInternet video ads

83

78

75

72

72

71

57

56

47

47

45

42

38

38

36

35

THE ADTECH MARKET HAS BECOME MORE COMPLEX

Source: Luma Partners 2013

Unifying data has become complex

82%

of enterprise marketers have no synchronized view of customer data.

— Forrester

5

78%

of customers don’t receive consistent experience across channels.

— Accenture

6

….as a result people aren’t getting the right messages at the right time

of customers have discontinued communication with a company because they receive irrelevant promotions and messages.

— Blue Research

94%Brands who deliver right time, right platform right place will do better than ever before

SO WHAT DOES ALL THIS MEAN ?

IMPROVING OMNI-CHANNEL USER EXPERIENCE IS THE CEO’S NUMBER 1 CHALLENGE

BRANDS WHO MAKE INTERACTION SIMPLE AND CONSISTENT WILL WIN…

THE SIMPLICITY PREMIUM, BY INDUSTRY

Source: Siegel & Gale 2013 US. The premium customers are prepared to pay for simplicity by industry

…and enjoy a simplicity premium

And those that don’t...

STACK STORYTELLING

Using integrated technology stack to efficiently deliver seamless brand stories across multiple platforms

Source: ZenithOptimedia 2014

PRACTICAL EXAMPLE OF STACK STORYTELLING

DSP DSP

STACK STORYTELLING REQUIRES FOUR THINGS

1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE

4. INTEGRATED DATA3. TECH STACK

1.EXPERIENCE DESIGN INTEGRATED ACROSS ALL PLATFORMS

STACK STORYTELLING REQUIRES FOUR THINGS

1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE

4. INTEGRATED DATA3. TECH

2. CONNECTIONS ARCHITECTURE DEFINES MESSAGE SEQUENCE ACROSS PLATFORMS

JOURNEY STAGE

PLATFORM 1. SEE IT

MOBILE

EMAIL

DISPLAY

SEARCH

SITE

3.BUY IT2.TRY IT 4.ENJOY IT

STACK STORYTELLING REQUIRES FOUR THINGS

1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE

4. INTEGRATED DATA3. TECH

GOOGLE STACK: COOKIE BASED MEDIA AND SEARCH ECOSYSTEM

Third Party Data Providers

Masthead, Channel and TrueView lists

User List

Remarketing Lists

User Lists

Search Remarketing User Lists

FACEBOOK STACK: PEOPLE BASED TARGETING AND ATTRIBUTION

ORACLE STACK: END TO END OMNI CHANNEL CUSTOMER MANAGEMENT

Contact Management Lead ManagementCampaign

ManagementSocial Marketing Loyalty ManagementMeasurement

ADOBE STACK: INTEGRATED CREATIVE AND MARKETING CLOUD

INTEGRATION

MARKETING MIXPLANNING

ASSET SHARING

CONTEXTUALACTIVATION

PROFILEMANAGEMENT

TAG MANAGEMENT

USER MANAGEMENT

& SECURITY

COLLABORATION

STACK STORYTELLING REQUIRES FOUR THINGS

1. EXPERIENCE DESIGN 2. CONNECTION ARCHITECTURE

4. INTEGRATED DATA3. TECH

Brand Favourability Brand Recommendation Brand Consideration

41%

31%27%

48%

40%34%

1 Platform Only (n=579) 2+ Platforms (n=371)

Source: Nielsen Online Brand Effects Expanded View – O2 Germany,

BRAND EFFECT OF STACK STORYTELLING

EFFECT OF USING TWO PLATFORMS TO DELIVER SEQUENCED MESSAGE

MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING

MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING

MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING

MEDIA RETURN ON INVESTMENT FOR STACK STORYTELLING

STACK STORYTELLING REQUIRES FOUR THINGS

EXPERIENCE DESIGN CONNECTION ARCHITECTURE

INTEGRATED DATATECH