future of marketing - brisbane
TRANSCRIPT
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Safe HarbourSafe harbour statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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Jeremy Smith VP Sales ANZ [email protected]
Future of Marketing Brisbane Now, any journey is possible
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Subtitle text
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1M+Service Hours
$80M+Grants
24K+Nonprofit Organizations
sharethemodel.org
1% Time 1% Equity 1% Product
Celebrating 16 Years of Giving Back
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Who Killed Creativity
The Future of Marketing
Beyond the Whiteboard
Agenda
#mcfom15
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The Rise of the Connected Customer
Systems of Intelligence
Social: always-on engagement
Mobile: apps for everything
Cloud: real-time access
Data Science: 1:1 interactions
Redefining customer engagement
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The Customer Success PlatformSucceed with your customers on every step of the customer success journey
Ignite SP’sSIsCSMs ISVs
Open EcosystemPeople
Complete CRM Apps
Multitenant CloudPlatform
CustomerSuccess
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The Customer Success Platform
SalesService
Marketing
Apps
Analytics
Community
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SalesService
Marketing
Apps
Analytics
Community
The Blurring Lines of CRM
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The Salesforce Marketing Cloud
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Derek Laney Head of Product Marketing
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The Future is All About the Customer JourneyConnected experiences not commoditisation
Price Product Customer Experience
#1“Customer experience has overtaken price and product as the key brand differentiator”
Customer 2020
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57%
Shift 1Self-guided customer learning
Shift 2Consultant and procurement –led purchasing
Shift 3Good enough purchasing
Learn Define needs Assets OptionsMake
decisionsResult:
The “1 of 3 Problem”
CEB – The Challenger Sale
B2B Buyers are ConnectedPressure on Sellers
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Its About Helping Not Just SellingNext Generation Internet Platforms are Experience Lead
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Providing Genuine Brand UtilityPutting the customer in the content
Create Your Taste
Get The Look
Race Your Car
Complete Your Room
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Engage at Every Step of the Customer Success Journey
CustomerSuccess
Apps Service CommunityAds Web Email Mobile Social Group Messaging
Sales
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Glenn Broadhurst Head of E-Commerce
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AcquisitionAwareness
Onboarding
Engagement
Advocacy
The Customer Success Journey
CustomerSuccess
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The Customer Success Journey
CustomerSuccess
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Jeremy Smith VP Sales, ANZ
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Increase Awareness with Personalized Advertising
Mass, impersonal media
Personalized media at scaleCustomer
Success
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The Journey Starts Mobile
Print Radio TV Internet Mobile
4%
18%
11%
11%
37%
41%
24%
23%
24%
8%
25B+Opportunity in USA
Time Spent Ad Spent
Mobile
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Social.com: Digital Advertising at McDonald’s“Create your taste” advertising
Reach real people across devices and networks from one platform
Easily create and test highly personalized and localized ads
Automate and optimize campaigns to ensure maximum ROI
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Orchestrate advertising with email and other channels
Facebook & Twitter AdsSecurely reach real audiences across devices
Integrated with Journey Builder 1:1 interactions across devices
Introducing: Active AudiencesTrigger ads based on your CRM data
Display Ad NetworksTake your audiences anywhere
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The Customer Success Journey
CustomerSuccess
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The Customer Success Journey
CustomerSuccess
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L’Oreal Film
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Beauty Advisor ReimaginedMakeup Genius is a Beauty Advisor in Your Pocket
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Beauty Advisor ReimaginedMakeup Genius is a Beauty Advisor in Your Pocket
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Customer Journey
ShareOnboardAcquire Engage Try & Buy
Push notification
Real time try & buy
Content updateInstall
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The Customer Success Journey
CustomerSuccess
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The Customer Success Journey
CustomerSuccess
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Onboard Customers with 1:1 Journeys
Offline onboarding of anonymous users
Automated, online & mobile onboarding
of known usersCustomerSuccess
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Systems of RecordCustomer Success Journey
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Journey Builder: 1:1 Customer Journeys at MattelPowering connected experiences with mobile
Map the shopper and user journey
Drive mobile app downloads
Connect physical toy to digital experience
Drive adoption and use of toys
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Introducing: Next Generation MobileBlend the physical and digital world
Mobile Engagement SDK Create connected customer experiences
SMS and MMSManage urgent and personalized messages
Group Messaging Connect on platforms like LINE and WeChat
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The Customer Success Journey
CustomerSuccess
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The Customer Success Journey
CustomerSuccess
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Engage Customers on Their Journey
Disconnected marketing
experiencesHolistic customer
relationshipCustomerSuccess
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Lucy Brindley Mobile Specialist, Asia Pacific
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Systems of RecordCustomer Success Journey
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Predictive Intelligence: Personalization at Room & Board“Complete your room” journey
Web TaggingTrack anonymous and known web browsing behavior
Predictive AlgorithmsPersonalize product recommendations
Native Content BlocksDrag and drop predictive content in Editor
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The Customer Success Journey
CustomerSuccess
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The Customer Success Journey
CustomerSuccess
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Drive Advocacy with Connected Social Media
Siloed socialSocial native to
Marketing, Sales, and Service
CustomerSuccess
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Eddie Cliff Social Specialist, Asia Pacific
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Systems of RecordCustomer Success Journey
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Social Studio: Social MarketingTurn every customer into an advocate
Start discussions with published content
Listen to all brand and product mentions
Participate in every relevant conversation
Solve customer service issues
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Introducing: Next Generation Social StudioConnect your social interactions to CRM
Social Studio AnalyzeBrand and customer insights for every marketer
Visual Web Coverage Facebook Video, Instagram, and YouTube
Social Cases in Journey Builder Incorporate social care interactions into the customer journey
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The Customer Success Journey
CustomerSuccess
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Now, any journey is possible.
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Who Killed Creativity
The Future of Marketing
Beyond the Whiteboard
Agenda
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15-18 September 2015 San Francisco
Register today at dreamforce.com
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Jeremy Smith VP Sales, ANZ
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Who Killed Creativity
The Future of Marketing
Beyond the Whiteboard
Agenda
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Beyond The Whiteboard
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The Journey Is The Reward
Harvard Business Review webinar, McKinsey & Co, September 2013
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3 Very Important Questions
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1. What Is The Art Of The Possible?
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Where to be inspired...
Copy it’s about helping not just selling slide from Derek’s
slides
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Where to be inspired…
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Where to be inspired...
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Where to be inspired...
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2. What Is Our Business Strategy & Customer Value Proposition?
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L’Oreal Business Strategy & Goals
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Customer Value Proposition – My Story
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One Potential Value Proposition
“We help educate our customers and provide an impeccable service, which creates brand advocates and great customer stories”
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What Customer Interactions Will Help Deliver Your Value Message?
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Mapping Moments That Matter
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Future Journey
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
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Join Friends of Kiehl’s Receive A 20% Off Voucher
The Benefits Of Being Our Friend
SIGN UP
Karli
2088
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
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Inbox (1)
WELCOME KARLI,
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You are subscribed to “Friends of Kiehl’s” we will send you special offers, new products and event information. Download our app now!
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
Guided Preferences & Personalised WebPersonalised Web Heads to the site and selects preferences in return for some help. Gets personalized web content
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Karli 2088
Morris Public Relations
21/07/1976 Female
25%
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Karli 2088
Morris Public Relations
21/07/1976 Female
25% 50%
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Karli 3148
McDonald Public Relations
21/07/1978 Female
Educational content
Personalised content
Share On Social
Network
Wisdom Of The Crowd
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
Guided Preferences & Personalised WebHeads to the site and selects preferences in return for some help. Gets personalized web content
Social ShareShares some content to Facebook, drives friends to social sign up page.
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
Guided Preferences & Personalised WebPersonalised Web Heads to the site and selects preferences in return for some help. Gets personalized web content
Promotional EmailReceives a relevant email with the samples given
$
Social ShareShares some content to Facebook, drives friends to social sign up page. Receives a relevant email with the samples given
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Inbox (1)
Buy now. 2 day free delivery >
What are the benefits?
Don’t forget you receive free delivery and 20% off your first purchase with your discount code.
Did you like the samples?
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
Guided Preferences & Personalised WebHeads to the site and selects preferences in return for some help. Gets personalized web content
Promotional EmailReceives a relevant email with the samples given
E-Receipt & Delivery SMSEmail with recommendations & SMS notification about the delivery.
$
Social ShareReceives a relevant email with the samples given
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Inbox (1)
Moisturiser x 1: $39.95 Face scrub x 1: $29.95 Dermatitis x 1: $49.95 Total: $119.85
More InfoContact
Congratulations Karli!
Recommended Products
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ContactKiehl’sMessages
Hi Karli, your Kiehl’s products will be delivered today between 1pm-5pm. Download our app to see your loyalty status: http://bitly.com
Text Message Send
100%ET 9:41 AM
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
Guided Preferences & Personalised WebHeads to the site and selects preferences in return for some help. Gets personalized web content
Promotional EmailReceives a relevant email with the samples given
E-Receipt & Delivery SMSEmail with recommendations & SMS notification about the delivery.
$
Social ShareReceives a relevant email with the samples given
E-NewsletterReceives a push notification driving to David Jones.
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Inbox (1)
We care about your skin
Download our app
More articles >
1. Top 10 skin tips from our experts 2. What is the sun doing to your skin?
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
Guided Preferences & Personalised WebHeads to the site and selects preferences in return for some help. Gets personalized web content
Promotional EmailReceives a relevant email with the samples given
E-Receipt & Delivery SMSEmail with recommendations & SMS notification about the delivery.
$
Social ShareReceives a relevant email with the samples given
E-NewsletterReceives a push notification driving to David Jones.
Special OfferReceives a push notification driving herto David Jones.
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Mailbox Inbox Edit1
Kiehl’s
Kiehl’sVIP Special Offers
Head into David Jones for ourwinter sale. Our experts are in
store now providing free consultations until 4pm.
Book Now
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The Path To Loyalty & Advocacy
In Store Sign Up. Provides email address in store in order to receive free samples.
Welcome EmailReceives automated welcome emails.
Guided Preferences & Personalised WebHeads to the site and selects preferences in return for some help. Gets personalized web content
Promotional EmailReceives a relevant email with the samples given
E-Receipt & Delivery SMSEmail with recommendations & SMS notification about the delivery.
$
Social ShareReceives a relevant email with the samples given
E-NewsletterReceives a push notification driving to David Jones.
Special OfferReceives a push notification driving herto David Jones.
In Store ServiceReceives personalised
assistance in store based on history with Kiehl’s.
$
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Contact edit Local Store
Store:David JonesSydney CityOpen Hours: Mon – Fri: 9-9 Sat – Sun: 10-5
edit
First: Karli Last: Morris
Email: [email protected]
Phone: 0417 854 945 Address: Raglan Street City/State: Mosman Sydney Postcode: 2088
History Next Best Offers
Health:Itchy Scalp Dermatitis on hands Dry Skin
Purchased:None Dermo CreamMoisturiser
Men’s ShavingCream
Women’s AminoShampoo
KARLI SMITH
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Affinity Graph
Favourites & Recommendations
Dry Skin Itchy Scalp Face Hair Mens
Women
Mobile App
Web
DermatologistSolution$91.00
Fig LeafMosituriser $40.00
KARLI SMITH
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Stuart Coleman Regional Practice Lead, Marketing Consulting
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How do you bring your customer journey to life
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Completing the Journey MapBringing it to life
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Start with the Lifecycle Stages
CustomerSuccess
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Assessing ReadinessKey considerations for each lifecycle stage
Personas Behaviours TouchpointsMomentsGoals
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Determine Priorities
AC
QU
IRE
– ON
BO
AR
D – E
NG
AG
E - R
ETA
IN
High
Low
Estim
ated
Bus
ines
s Val
ue
HighDifficulty to implement
LOW HANGING FRUIT DIFFERENTIATORS
BUILDING BLOCKS BEARS
Welcome Series – Lead Nurture
Social Capture
SMS – Email Capture
Web Capture Birthday
Post-Purchase
Appointment Notification
Reengagement
Win-Back Series
Shipping Confirmation
Triggered Seasonal based Email
Welcome Series – Purchaser
Abandoned Cart
Order Confirmation
Newsletter Wish List
Promotional
SMS Delivery Notification
MobilePush Messages
Auto Order Renew
Abandoned Browsed
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Images, Colors, Position HTML vs Text
Personalization, Symbols, CTA Length, Words used
Wording Placement & Style
Type of content, Headlines, Placement of content Links, placement of social plug links, length of email
Day of send Time of the day
Ensure You Have a Test Plan (macro + micro)
DESIGN
SUBJECT LINES
CTA
CONTENT
TIMING
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+
Create a Data Strategy
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Your Data Drives Relevance
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Build a RoadmapBe Realistic
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Remember It’s a Journey
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Gaia Grant Author: Who Killed Creativity
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15-18 September 2015 San Francisco
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