seize the moment through data in stores, online
TRANSCRIPT
![Page 1: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/1.jpg)
Seizing Micro-moments Online and In-store
May 5th, 2016
![Page 2: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/2.jpg)
Karthik VishTwitter: @karthik_vishLinked In: https://www.linkedin.com/in/karthikvish
![Page 3: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/3.jpg)
THE PARADIGM SHIFT
![Page 4: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/4.jpg)
The universal math for growth
A Product/Service A Consumer
![Page 5: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/5.jpg)
Evolution of the consumer
![Page 6: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/6.jpg)
Evolution of the touchpoints
![Page 7: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/7.jpg)
Evolution of Search Engines
![Page 8: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/8.jpg)
Evolution in competition
![Page 9: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/9.jpg)
Evolution of products
No longer enough to meet expectationsValue vs Perceived Value
![Page 10: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/10.jpg)
Signals amidst the noise
![Page 11: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/11.jpg)
Playing CSI
![Page 12: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/12.jpg)
The math 2.0 for growth
An appealing Product/Service
Consumer
Understanding Micro-moments
Experience
Brand Ambassador
![Page 13: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/13.jpg)
UNDERSTANDING MICRO-MOMENTS
![Page 14: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/14.jpg)
Search as a Philosophy
![Page 15: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/15.jpg)
Data
Site interactions Store visits Video Abandonment Wearables, social, search history Beacons
![Page 16: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/16.jpg)
Audiences
Teens (12-19): Connected but stressed out due to over-committed lifestyle
Young Adults (20-29): Living differently, delaying settling down
Adulthood (34 – 49): Focused on living well, aging gracefully Seniors (50+): Living longer, retire and come back, supporting younger people.
![Page 17: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/17.jpg)
Audiences
Target the right people at that the key moments of their customer journey
![Page 18: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/18.jpg)
Keywords vs People/Intent
![Page 19: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/19.jpg)
The world of Omni
….Customers are living more Online connected lives; but what they do offline is just as important in defining their interest.
![Page 20: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/20.jpg)
Mobile
![Page 21: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/21.jpg)
Technology
Machine Learning and AI
Harnessing Big Data for Insights
Improve ads and landing pages
![Page 22: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/22.jpg)
The world outside the SERP
Siri, Cortana, Google NowEchoWearables
![Page 23: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/23.jpg)
PLAs/Shopping
To stand out in the crowd
Optimize PLA feeds Understand Algo changes 1/3 clicks
![Page 24: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/24.jpg)
Experimentation
![Page 25: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/25.jpg)
Attribution
Last Click the gold standard? Measuring “micro-moments” True performance vs Halos
![Page 26: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/26.jpg)
Key takeaways
The customer journey is ever evolving.
View the customer journey as a series of interconnected touchpoints
Understand how to not only accumulate technology but also use it to empower and monetize
Master attribution to the best of your ability to understand interactions
Cannot afford to not test into Beta(s)
![Page 27: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/27.jpg)
![Page 28: Seize The Moment Through Data In Stores, Online](https://reader036.vdocuments.us/reader036/viewer/2022081521/58ef29191a28ab64308b4661/html5/thumbnails/28.jpg)
Thank you…
Twitter: @karthik_vishLinked In: https://www.linkedin.com/in/karthikvishEmail: [email protected]