stack storytelling
TRANSCRIPT
STACK STORYTELLING
STEFAN BARDEGA CHIEF DIGITAL OFFICER
THE PROBLEM, JOURNEYS ARE GETTING MORE COMPLEX
Internet search
Brand website
Comparison websites
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
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