what are the key customer experience mistakes that brands make?
TRANSCRIPT
What are the key customer experience mistakes that brands make?
What are the key customer experience mistakes that brands make?
What are the key customer experience mistakes that brands make?Why do they make them?
What are the solutions?
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Three Common Customer Experience Mistakes
1. Relevancy2. Channel Mix3. On-site usability
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All too often advertisers serve on-size fits all creative when they dont have to1. Relevancy
I live in London
I dont drive
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Media spend often does not reflect where people spend their time and make their purchasing decisions2. Channel Mix
100% Credit
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Some brands add unnecessary complexities to consumers online experience3. Onsite Usability
Should have gone to.
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The primary reasons why advertisers make these mistakes can be put into three groups:Why Do We Make These Mistakes?1. Relevancy2. Channel Mix3. On-site usability
Time & ResourceMisleading MeasurementFragmented Teams
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We can take practical steps to resolve the underlying issues that drive poor customer experience What Are the Solutions?
Time & ResourceMisleading MeasurementFragmented Teams
Use technology to drive personalisation at scaleSet appropriate measures of performanceUse clear, value-based communication
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Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileTechnology to Drive Personalisation at Scale
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DB8
Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileTechnology to Drive Personalisation at Scale
#
DB9
Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileTechnology to Drive Personalisation at Scale
#
DB10
Example Audience SegmentsCatch UpTV TypeHeavy ViewersBox Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically based on an audiences profileTechnology to Drive Personalisation at Scale
#
DB11
We view measurement as a journey where complexity is added over timeSet Appropriate Measures of Performance
SimpleComplexNot de-duped Inconsistent sourcesLast click wins
De-dupedConsistent sourceLast click winsDe-dupedConsistent sourceAttributedDe-dupedConsistent sourceAttributedCross deviceOmnichannelCustomer focused
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DB12
We have built a complex attribution model for Bathstore that allows us to pull in-store revenue into our programmatic display and paid search management platformsSet Appropriate Measures of Performance
Example data
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DB13
Use Clear, Value-Based Communication
Target
Creative
Brand
Social
Web
Acquisition
PRCEO, CFO, COOIts vital to get all core-teams on the same page by helping them to see the value each party brings to the overall result
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Use Clear, Value-Based Communication
The fable of the blind men and the elephant
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The primary reasons why advertisers make these mistakes can be put into three groups:Why Do We Make These Mistakes?1. Relevancy2. Channel Mix3. On-site usability
Time & ResourceMisleading MeasurementFragmented Teams
Use technology to drive personalisation at scaleSet appropriate measures of performanceUse clear, value-based communication
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Thank you!
sli.do#digital
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DB17