tealiumcast webinar: the rise of one size fits no one: the importance of personalization in driving...
DESCRIPTION
For years marketers have been talking about the benefits of talking to different audiences in different ways to maximize results. It is tough to argue against that approach, yet marketers are too often still creating generic visitor experiences and missing out on opportunities to truly connect with customers and prospects. Hear what is holding marketers back from offering one-to-one experiences; ways to overcome common barriers; and tools and techniques for tailoring online and offline experiences to maximize success and client satisfaction. KEY TAKEAWAYS: Why generic messaging is a common trap, including clear-cut examples of where marketers have gone wrong The 8 reasons why marketers struggle to offer more relevant customer experiences Tools and techniques for achieving more profitable customer interactions The difference between profile, behavior and segment-based customer targeting Achieving real-time personalization through unified marketingTRANSCRIPT
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The Rise of One Size Fits No OneThe Importance of Personalization in Driving
Superior Results
Jason BurbyChief Performance Marketing Officer
@JasonBurby
Tracy HansenChief Marketing Officer
@digitaltracy
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• Largest enterprise tag management
company – Over 350 customers
– 150+ employees
– 40 person engineering team
– Industry’s largest education team
• Proven, digital marketing-savvy management
team that has worked together before
– CEO has taken two companies public
• Well funded ($27M) via Battery Ventures,
Tenaya, Presidio Ventures
– Omniture, BazaarVoice, Marketo, ExactTarget
• Fanatical about customer success
NAMED ONE OF AMERICA’S MOST PROMISING COMPANIESForbes, January, 2014
RECOGNIZED AS ‘HIGHLY INNOVATIVE’ VENDORUnderstanding Tag ManagementTools and TechnologyForrester Research, 2012
WINNER, GLOBAL 100Red Herring Tech November, 2013
About Tealium
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Agenda
• Introductions • Common Sense Marketing• Examples of Failure • Top 8 Reasons Marketers Struggle• Ways to Target• Takeaways • Q&A
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WE ARE POSSIBLE.
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JASON BURBYGLOBAL CHIEF PERFORMANCE MARKETING OFFICERPRESIDENT, AMERICAS
POSSIBLEA CREATIVE AGENCY THAT CARES ABOUT
RESULTS.
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DOES IT WORK?
OUR PHILOSOPHY ISN’T A STATEMENT, IT’S A QUESTION.
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MORE THAN 1400 PEOPLE IN 12 COUNTRIES AND 25 OFFICES. WPP DIGITAL’S LARGEST AGENCY.
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WE HAVE AN INCREDIBLE GLOBAL CLIENT LIST
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ONE SIZE FITS NO ONE
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WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT…
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TAILORED MESSAGES PERFORM
BETTER THAN NON-TAILORED MESSAGES.
WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT…
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Parents?
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Drive a Foreign Car?
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Live East of the Mississippi?
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Are or Have Been Pregnant?
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Are under 30?
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Are under 30ish?
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Married?
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Elite Member of Airline Frequent Flyer Program?
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Never Purchased Shoes Online?
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“RAISE YOUR HAND” IF…• Parents• Drive a Foreign Car• Live East of the Mississippi• Are or Have been Pregnant• Own an iPhone• Are under 30ish• Married• Elite Member of Airline Frequent Flier• Never Purchased Shoes Online
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There are many many things that shape who we are, what matters to us (at a point in time) and what drives passion, focus and priority.
One size fits no one
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Treating EVERYONE the same
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Promoting online banking when that is ALL I do…
LOOKING FOR EXAMPLES
LOOKING FOR VISUAL EXAMPLE
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Examples of Failure
Trying to Meet Everyones Needs – Pontiac Aztec
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Examples of Failure
Trying to Meet Everyones Needs – Pontiac Aztec
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Examples of Failure
Trying to Meet Everyones Needs – Pontiac Aztec
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TOP 8 REASONS WHYMARKETERS STRUGGLE
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Issue #1Lack of Defined, Documented and Shared Business Goals & Targets
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Ways to Overcome:• Alignment• Focus• Champion
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Ways to Overcome:• Alignment• Focus• Champion
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Issue #2Lack Consistent, Accurate
& High Quality Data (Around Business Goals)
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Ways to Overcome:• Tag Management• Focus on Goal
Performance• Invest in People
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Issue #3Over-Investment in Data and
Reporting Versus Taking Action
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Ways to Overcome:• Focus on
transforming data into actionable opportunities
• Shift focus from data to action
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Issue #4Marketers Aren’t Enabled to Make Changes Quickly
and Easily.
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Ways to Overcome:• Over-reliance on IT• Shift
Processes/Culture• Invest in Action
Enablers
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Issue #5Lack of Holistic View of
Customer/ Prospect (Online and Offline)
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Ways to Overcome:• Avoid
organizational silos• Think holistically
about interactions/experiences
• Tailor messages • Tealium
AudienceStream
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Issue #6Moving Too Quickly – limited
resources/budget constant focus on the NEXT initiative
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Ways to Overcome:• Focus on fewer things
(tied to goals)• Ongoing Optimization
Approach• Reserve Budget• Dynamic Prioritization
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Issue #7Where to Start When Creating Segments?
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Ways to Overcome:• Start Small• Focus on What
Matters (Goals)• Leverage
Technology
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Issue #8Concerns that different versions of content for different people
can’t be rolled out.
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Ways to Overcome:• Retargeting media
technologies • Many CMS have basic
targeting capabilities• Multiple different
targeting solutions and price points to tailor messaging.
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DEFINE
DISCOVER
DISTRIBUTE
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WAYS TO TARGET
Behavioral Based
+
Profile Based (Demographic/Psychographics)
=
Segment/Persona Based
• Content interest (political junkies vs. sports enthusiasts)
• Product category interest (appliances vs. furniture)
• Gender• Repeat customers• VIP customers (high lifetime
value)• Window shoppers • Cart abandoners• Blog readers• Newsletter subscribers• LiveChat users
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WAYS TO TARGET
Behavioral Based Examples:• Previous Purchases• Previous Visits• Activity• Interaction• Multiple Purchases• Campaign• Referral
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WAYS TO TARGET
Profile Based (Demographic/Psychographics) Examples:• Gender• Interests• Location• Age• Income• Industry• Education
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WAYS TO TARGET
Segment/Persona Based Examples:• VIP• Appliance Shopper• Loyalist• Platinum Member
When done correctly marketers can deliver a unified marketing experiences across all touch points.
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Salesforce.comWeb Site
Direct MailMedia Mix Modeling
Sales Teams Smart TV
CRM ProgramsTablets
Out of HomeCreative & Strategy Teams
Email ProgramsCall Center
App/MobileAutomated Marketing
Social CRM (LinkedIn, etc)Loyalty Programs
Media RetargetingIn Store In Person
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AWARENESS CONSIDERATION INTENT EXPERIENCE LOYALTY ADVOCACYPURCHASE
INSPIRE ADVOCATEEMPOWER
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Summary
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Stumbling Blocks to Overcome:
1. Issue #1 – Lack of Defined, Documented & Shared Business Goals &
Targets
2. Issue #2 – Lack Consistent, Accurate & High Quality Data (Around
Business Goals)
3. Issue #3 – Over-Investment in Data & Reporting Versus Taking Action
4. Issue #4 – Marketers Aren’t Enabled to Make Changes Quickly and
Easily.
5. Issue #5 – Lack of Holistic View of Customer/Prospect (Online &
Offline)
6. Issue #6 – Moving too Quickly – limited resources/budget constant
focus on NEXT initiative
7. Issue #7 – Where to Start When Creating Segments?
8. Issue #8 – Concerns that different versions of content for different
people can’t be rolled out.
For Those Who Viewed it
Half Empty
Summary A
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Summary B
Opportunities:
1. Opportunity #1 – Define, Document & Share Business Goals & Targets
2. Opportunity #2 – Ensure Consistent, Accurate & High Quality Data
(Around Business Goals)
3. Opportunity #3 – Invest in Taking Action on Data
4. Opportunity #4 – Shift Processes to Ensure We (as marketers) can Make
Changes Quickly and Easily
5. Opportunity #5 – Strive for a Holistic (Online & Offline) View of
Customers/Prospects
6. Opportunity #6 – Take the Time to Optimize/Maximize Before Moving On.
7. Opportunity #7 – Start by Creating Some Basic Segments Based on Goals
8. Opportunity #8 – Leverage existing technology (available for every
platform) to deliver tailored experiences.
For Those Who Viewed itHalf Full
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Summary C
Opportunities:
1. Issue #1 – Lack of Defined, Documented & Shared Business Goals &
Targets
2. Opportunity #2 – Ensure Consistent, Accurate & High Quality Data
(Around Business Goals)
3. Opportunity #3 – Invest in Taking Action on Data
4. Issue #4 – Marketers Aren’t Enabled to Make Changes Quickly and Easily.
5. Opportunity #5 – Strive for a Holistic (Online & Offline) View of
Customers/Prospects
6. Opportunity #6 – Take the Time to Optimize/Maximize Before Moving On.
7. Issue #7 – Where to Start When Creating Segments?
8. Issue #8 – Concerns that different versions of content for different people
can’t be rolled out.
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Zusammenfassung D
Chancen:
1. Ausgabe # 1 - Mangel an definierten, dokumentierten & Shared Business
Goals & Ziele
2. Möglichkeit # 2 - Stellen Sie sicher, konsistente, genaue und hohe Qualität
der Daten (Rund Business Goals)
3. Möglichkeit # 3 - Investieren Sie in ein Vorgehen gegen Daten
4. Issue # 4 - Marketers sind nicht aktiviert, um Änderungen schnell und
einfach.
5. Gelegenheit # 5 - Bemühen Sie sich um eine ganzheitliche (Online &
Offline-) Blick auf Kunden / Aussichten
6. Gelegenheit # 6 - Nehmen Sie die Zeit bis / maximieren bevor optimieren.
7. Ausgabe # 7 - Wo Sie beginnen beim Erstellen Segmente?
8. Ausgabe # 8 - Die Sorge, dass verschiedene Versionen von Inhalten für
unterschiedliche Menschen kann nicht ausgerollt werden.
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Key Takeaways
• Customizing messages to audiences will improve your success
• Make it a goal to start treating people differently• Unified Marketing across all channels is key to
maximizing impact.• Website, media, social, mobile, offline, in-store,
call center, etc..• Embrace Common Sense Marketing• Slow down
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Where to Begin – THIS WEEK
• Think about Culture/Process Changes to Tackle
• Write down the first three segments/personas that YOU think have the greatest potential impact to target.
• What does Unified Marketing mean to YOUR Business and Customers?
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Alternative...
• We (as marketers) need to start taking advantage of the technology to better speak to our customer, prospects and partners.
• If we continue to try to serve everyone, EVERYTHING we are all in trouble…
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Next Webinar: April 16
Smashing Data SilosIntegrating Marketing and IT Data
to Gain a Holistic View of the Customer
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Thank you
Jason BurbyChief Performance Marketing Officer
[email protected]@JasonBurby
Tracy HansenChief Marketing Officer
@digitaltracy