Using Data & Technology to Navigate the Customer Journey
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1) The document discusses how companies can navigate the customer journey using tools, data, and intelligence to better understand customers on an emotional level. 2) It provides examples of how predictive modeling, audience segmentation, and emotional modeling can be used to create more personalized and empathetic marketing. 3) Key aspects of empathetic marketing discussed include understanding customer emotions, building deeper insights into customer needs and motivations, and creating more strategic and multi-channel marketing programs.
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Using Data & Technology to Navigate the Customer Journey
- 1. Jim Sturm, President, Yes Marketing Tom Zawacki, Chief Digital Officer, Infogroup Winning Consumers on Their Brand Journey Using Data & Technology
- 3. Conceptual Customer Journey Awareness Consideration Purchase Loyalty
- 4. Actual Customer Journey Awareness Consideration Purchase Loyalty Unique and Multichannel
- 5. What Does It Take To Navigate the Customer Journey? Tools Data Intelligence
- 6. When people talk, listen completely. Most people never listen. “ Ernest Hemingway “
- 7. No one cares how much you know, until they know how much you care. “ Theodore Roosevelt “
- 9. Information Intelligence Impact $ Impact $$$$$ Distributed Economy Brand management within the context of social networks + mobile advertising, apps & commerce. The rise of Social & Mobile Marketing E-Business Transform from analog business to building websites, online advertising campaigns and e-mail programs. The birth of Interactive Marketing Predictive World The combination of artificial and human intelligence to anticipate consumer needs to deliver emotional moments that result in business success. And now…Empathetic Marketing Business Transformation
- 10. PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2016
- 11. Wendy “The Snapple Lady” Kaufman Authentic Fan Connection = Empathy
- 12. EMPATHY 73% 14% 7% 6% panicked desperate sick relieved * Lookout How Did You Feel When You Misplaced Your Phone?
- 13. “Emotional states can be transferred to others via emotional contagion” facebook data scientists Facebook hiring sociology PhDs for research jobs
- 14. LOOKALIKE MODEL RESPONSE MODEL CONTEXTUAL MODEL EMOTIONAL MODEL AUDIENCE SEGMENTS An audience segment consists of standard data attributes defining a group of unique I.D.’s that have accomplished a task (e.g., conversion) or fit a description (e.g., Soccer Mom). Lookalike models use the same data sources as an Audience Segment to find other unique I.D.’s that have a similar set of attributes (e.g., the Soccer Mom audience segment has 12 million other Unique I.D.’s with the same attributes.) Response models do not use a pre-defined set of data attributes, rather the AI has no constraints and builds audience segments based on the data attributes that define a converter (e.g., purchaser, clicker, etc.) Contextual modeling is done by real-time machine learning in by adding data attributes defining the moment the audience segment is currently in (e.g., time of day). Contextual modeling is done via billions of daily observations by AI. Emotional modeling adds emotional triggers (e.g., currently hungry vs. full) and / or real-time mindset data (e.g., satisfied vs. unhappy) to create a deeper layer of insight and accuracy into a customer’s propensity to convert. This creates the foundation for Empathetic Marketing. Moving from Segments to Emotional Models
- 15. PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2016 6 P M A T S O C C E R T V M O B I L E T U E S D A Y S A W T I E R 1 A D S A T U R D A Y N E E D S T O B U Y N E W F A M I L Y C A R 1 1 A M A T H O M E G U I L T Y A B O U T C H I L D S A F E T Y E M P A T H E T I C M A R K E T I N G W H A T I W A N T V S . W H A T I N E E D T E S L A X V I D E O S W I T H T H E G U Y S V I S I T E D D E A L E R
- 16. World’s largest obstacle race and endurance brand
- 18. 28%higher open rate 7% higher average order value 11% of shares subscribed 7% 353% roi of shares subscribed
- 19. Tiffany to add 2-3 slides on Lands End Multichannel lifestyle leader
- 20. Tiffany to add 2-3 slides on Lands End 4opportunities identified 1 Add personalization to emails 2 Add lifecycle messages Welcome Anniversary Birthday 3 Create strategic roadmap 4 Add quarterly reactivation campaigns
- 21. 9% of email-driven revenue 9% of email-driven orders 12%of email-driven website visits 4xopen rates of daily promotional messages 2xCTO of daily promotional messages
- 22. One of America’s largest direct-to- consumer companies
- 23. PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2016 Test display advertising to re-engage inactive subscribers 1 Enhanced Data Increases Number of Targets 2 Analysis of Test Results Goes Beyond Traditional Metrics
- 24. PROPRIETARY & CONFIDENTIAL. COPYRIGHT © 2016 10% higher sales in test group 275% roi for display ad test 42% lift in email engagement 29% lift in online purchases
- 25. What We Do Strategy Creative Analytics Technical Implementation Custom Engineering Program Management Campaign Production Database Technologies Marketing Applications Real-time APIs Deliverability Visualization YES Solution-Set & Technology Ecosystem Enhancement Acquisition Hygiene Data Management Licensing Marketing Services Data Marketing Technology
- 26. Thank you!
Notes de l'éditeur
- Business Transformation: Disruptive Technology + Consumer Behavior + Economic Impact
- When Kaufman was a young child, she wrote her one and only fan letter to Greg Brady (Barry Williams), which went unanswered. So, at Snapple, when she realized how many people were trying to connect with the company, she took it upon herself to answer all the letters, since she remembered how terrible she felt when he never replied. This led to her being referred to as "The Snapple Lady".[citation needed] When it was discovered that Kaufman had been answering Snapple fan-mail in her free time (because nobody in the office wanted to do it themselves), their brand new advertising agency, Kirshenbaum & Bond, developed a campaign around her energetic personality. She appeared in television, radio, and print advertising until 1994 wherein she answered letters written to Snapple with witty responses. Kaufman's 1990s Snapple ad trademark was to appear on camera with her head barely peeking out over the Snapple reception counter, giving the viewer the impression that she was incredibly short in stature (She is officially 5'2"). Wendy continues to get a kick out of telling people that she was the real "Head of Snapple".[citation needed] She would begin each commercial by saying in a thick New York accent that she received a letter from a particular Snapple fan, who would then be included in the commercial. Kaufman's humorous Snapple ads were well-received, especially among members of Generation X[citation needed], and she was partially responsible for a jump in Snapple's sales from 23 million dollars a year to 750 million a year in 1995.[citation needed] She was sacked in 1994, upon Snapple's sale to Quaker Oats. However, when Quaker sold Snapple to Triarc brands in 1997, they reinstated Wendy as the Snapple goodwill ambassador.
- Facebook's researchers set out to gauge the impact of positive and negative posts on around 700,000 users in a study conducted in January 2012. The key takeaway, as far as Facebook's data folks were concerned: "emotional states can be transferred to others via emotional contagion, leading people to experience the same emotions without their awareness." In other words, when shown more positive posts, people were more positive in their own subsequent posts. The same effect occurred with negative posts. Facebook will interview sociology PhD students for research jobs
- GT-R Black Edition vs.
- The Story Continues All in all, triggered campaigns only reached 3.5% of Lands’ End’s subscriber base but generated: (see above) As more performance results and customer insights are revealed, Lands’ End continues to adjust triggers and mailing rules on a regular basis. Similar to Lands’ End’s dedication to product excellence, the retailer remains committed to email marketing excellence and makes enhancements whenever possible.
- Since 2014, Yes Lifecycle Marketing has provided data, technology and agency services to Silver Star Brands, one of America’s largest direct-to-consumer companies, as it continues its transformation from a mail cataloguer into a true multi-channel retailer. Silver Star Brands consists of six brands selling gifts as well as health, wellness, and household products: Miles Kimball, Walter Drake, Easy Comforts, Personalized Things by Exposures, Native Remedies, and As We Change. As part of Yes Lifecycle Marketing’s commitment to helping Silver Star Brands achieve their business goals, our insights and analytics team worked to uncover missed revenue.
- Yes Lifecycle Marketing suggested testing display advertising as a means to re-engage Silver Star Brands’ inactive subscribers. The insight from this approach would then be used to evaluate the eectiveness of the display channel and inform future marketing program strategies. Enhanced Data Increases Number of Targets After the audience was identified, Yes Lifecycle Marketing reviewed the file and enhanced it with additional online and oine data which resulted in more complete and accurate information for 264,000 records from the initial 647K audience. This process also improved the likelihood of each audience member to be matched to a consumer ID, which would enable Yes Lifecycle Marketing to target that consumer with display ads. Ultimately, Silver Star Brands’ audience file yielded a 64% overall match rate – a dramatic increase over the 50% industry average. The remaining 36% of the initial audience which were unmatched and thus could not be exposed to the display ad became the control group against which Yes Lifecycle Marketing would benchmark the performance of the matched segment. Analysis of Test Results Goes Beyond Traditional Metrics To enable an in-depth, cross-channel analysis of the eectiveness of display advertising for inactive subscribers, Yes Lifecycle Marketing compared the behavior of the matched audience segment (subscribers who could have seen the display ads) to the behavior of the unmatched audience segment (subscribers who could not have been exposed to the ads.)
- The test group had 10% higher sales than the control group across all online and ofline channels • 275% ROI for the display ad test • 42% lift in email engagement • 29% lift in online purchases