Stop selling and start serving: how to bring data, creativity and technology together

1. Wednesday 16 September
WIFI: Engine Guest Password: V1ctori0us
@DMA_UK #dmadata
Stop selling and start serving: how to bring
data, creativity and technology together

2. Welcome from the Chair
Jason Andrews
Executive Creative Director, RAPP
@RAPP

3. If you stopped doing social, why
would anyone miss you?
Tom Ollerton, Marketing & Innovation Director, We Are
Social
@mrtomollerton @wearesocial
Bit.ly/GINGERBLOKE

4. Breakout session one
• The Bar
Combining data, creativity and technology to serve new customer
behaviours
Alastair Cole, Chief Innovation Officer, Engine
• Arena room (Ground floor)
Finding the data and creative sweet spot
Anna Foster, Data Director, TMW Unlimited
• Reading room (Ground floor)
Its not your journey its theirs
Darren Loveday, VP, Customer Engagement, Thunderhead

5. Combining data, creativity and
technology to serve new customer
behaviours
Alastair Cole, Chief Innovation Officer, Engine
@AlastairCole
www.tinyurl.com/dmadeckAC

6. Effortless Engagement
Darren Loveday
VP, Customer Engagement

7. the landscape has changed…

8. businesses are struggling to keep up

10. Today’s Customer Experience is often disjointed, irrelevant and
impersonal
10
9am
Monday
1pm
Wednesday
8pm
Thursday
11am
Sunday
4pm
Monday
8pm
Tuesday
Consumer surfs
your site
Buys your
product
Calls customer
service
Reads billing
statement
Receives email
marketing offer
Tries to buy
using phone
Website: serves generic content
to consumer, regardless of device
or buying intent
E-commerce: fails to proactively
deliver relevant content and
products to customers
Customer service: representative
asks for info customer already gave
another channel and doesn’t offer
the appropriate upsell
Mobile: customer doesn’t engage
or buy product because frustrated
by the mobile phone experience
Email campaign: sends customer
irrelevant offer based on an outdated
demographic segmentation
Billing statements: statements are
not personalized, brand-optimized or
sent via customer’s preferred channel

11. MYTH 1
customer
journeys
are fixed

12. MYTH 2
managing
the journey
is in your
control
Send
email
IgnoreCall
Follow
up
Click
Sell
Offer
Coupon

13. IT’S NOT
YOUR JOURNEY,
IT’S THEIRS

14. Thunderhead exists to enable brands and
consumers to live in harmony.
Pioneer in
personalised
customer
communications First purpose-built SaaS for
customer engagement

15. It’s the relationship between:
Engagement is important.
Time Choice Value Knowledge Trust

16. Broken
Conversations
You Don’t Even
Know Me
Poor
Experiences
Impersonal
& Irrelevant
47%
ABANDON
PURCHASING
after two separate
interactions
92%
FEEL
NEGATIVE
when asked to provide
information multiple
times
62%
SWITCH
PROVIDER
after three negative
experiences
87%
POOR
PERCEPTION
when treated with
a one-size-fits-all
approach
Source: Engagement 3.0 US research report, Thunderhead.com, March 2014
The cost of getting it wrong.

17. Engages the
customer in
conversation at the
journey interaction
point
Understands and
creates insight by
combining journey
and customer data
Listens to customer
journey
interactions
Recommends in
real-time how to
best meet an
individual
customer need
ONE Engagement Hub

18. Imagine…
Knowing your customer needs
Having one real-time personalised conversation
Getting more from existing solutions and teams

19. Proactively manage journeys, not just interactions
19
9am
Monday
1pm
Wednesday
8pm
Thursday
11am
Sunday
4pm
Monday
8pm
Tuesday
Consumer surfs
your site
Buys your
product
Calls customer
service
Reads billing
statement
Receives email
marketing offer
Buys upsell product
using mobile phone
Website: serves consumers
relevant content in real time to
match buying intent and
optimized for their device
E-commerce: recognizes
customer entering site and offers
relevant products based on past
behavior and current intent
Customer service: representative
has access to customer journey and
behavior; resolves service issue and
upsells customer
Mobile: experience is optimized to
the device, driving loyalty, repeat visits,
and recommendations to friends
Email campaign: click-throughs and
conversions soar once offers are
personalized and based on buying intent
Billing statements: personalized
and brand-optimized statements
are sent via customer’s preferred
channel

20. What could this mean for
your business?

21. vision
Identified
key channel
change
points
To understand and provide a consistent and
personalized experience across all Customer
Interactions and Journeys
outcome
Web offer
interaction
improvement
of 20% - 135%
Focused, relevant
conversations have
resulted in a sales
uplift of 59%
131% uplift in
email response
rates vs. previous
campaigns

22. How did they achieve the
results?...

23. Recognise
previously
anonymous
customer
interactions
1 Listen and
understand
their customer
journeys
2 Hold a
consistent
conversation
across
inbound and
outbound
channels
3

24. 12%of customer base
recognised within
6 weeks!
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
1Recognise previously
anonymous customer
interactions

25. 2Focused on the customer
journey to understand
every interaction and
what it told them about
needs, preferences and
obstacles

27. 3Continue the conversation
based on understanding
the customer need
irrespective of channel

29. “Knowing a customer had been looked at a particular hotel several
times online, I asked if she had a specific reason for returning to
that one hotel and it opened a whole new conversation. I told the
customer about some offers due to expire in a couple of days and
the result… a confirmed booking and a happy customer”
Contact Centre Agent

30. IT’S NOT
YOUR JOURNEY,
IT’S THEIRS

31. Thank You

32. Finding the Data and Creative sweet spot
Anna Foster
September 2015

33. MY FIRST DAY AT WORK…

34. DATA CREATIVE
sweet
spot

35. DATA CREATIVE
THE FIVE Fs

36. FIRST
You need data input up front
Audience, channel, market or brand insight

37. Creative
awards:
LOTS
Confectionary
market:
6%
Cadbury
market share:
2%
Galaxy
market share:
12%

38. FACTS
The insight should be based on facts not fabrications
But storytelling is vital for data practitioners

39. Cost to
Apple:
$100m
Free U2
albums:
500m
U2 back
catalogue sold:
7,441
Apple forced
to release
delete
tool

40. FREEDOM
“my creatives love the
freedom of a tight brief”
Data doesn’t define the execution
It should empower, not restrict

41. Age of the
Andrex puppy:
42 yrs
Scrunch or
fold budget:
£3m
Scrunch or
fold votes:
14,728
Andrex sales
impact:
tbc

42. FAITHFUL
The data and creative should still be linked
Proximity of the insight to the execution is vital

45. FOLLOW
UP
Measure to find out what worked and what didn’t
Use the results to optimise and improve

46. UK media
spend:
£250k
UK direct
sales:
£1m
US media
spend:
£350k
US reaction
so far:
nothing
UK campaign
US campaign

47. Creating a springboard for
the best creative ideas

48. FIRST FACTS FREEDOM FAITHFUL FOLLOW
UP

49. FIRST FACTS FREEDOM FAITHFUL FOLLOW
UP

50. FIRST FACTS FREEDOM FAITHFUL FOLLOW
UP

51. FIRST FACTS FREEDOM FAITHFUL FOLLOW
UP
springs

52. FIRST FACTS FREEDOM FAITHFUL FOLLOW
UP
screw adjustments

53. FIRST FACTS FREEDOM FAITHFUL FOLLOW
UP
The springboard for
the best creative ideas

54. Thank you. Any questions?

55. The intrinsic motivation of your
audience
Daryll Scott
@daryllscott

77. Daryll Scott
@daryllscott
daryllscott.com

79. Breakout session two
• The Bar
Online/offline media – the customer journey
Jamie Cregan, Research & Planning Director, MC&C
• Arena room (Ground floor)
Predictive Analytics
Bill Fischer, Co-Founder, WorkDigital
• Reading room (Ground floor)
Inspiring people to buy well: how to transform behaviour from
engagement to purchase
Kevin Slatter, Business Director, Data & Analytics, Geometry

177. Closing comments
Jason Andrews
Executive Creative Director, RAPP
@RAPP