Presented at JBoye Philadelphia 2015 #JBoye15
Track: Marketing Transformation
How do you eat an elephant? One bite at a time, the same is true for Digital Transformation, which often can be an overwhelming task, spanning over different organizational teams and much data to consider. In many cases the initial analysis causes paralysis and too often never gets through to execution.
This session will help you map the digital transformation roadmap by explaining:
- How to use data and experience marketing to create lifetime customers, one step at a time
- What other organizations have done to get started on this journey
- How to identify your organizations most disconnected experiences
10. Experience Marketing
Collect and
Connect data to
Establish Single
View of Each
Contact
Align objectives,
strategies and
tactics
Provide real-time
contextualized
experiences that
supports
customer needs
14. Map content to the Customer Lifecycle and Intent
Discover Research
James
Family Car Buyer
Touch points: Touch points:
Intent: Intent:
How can Intent be revealed: How can Intent be revealed:
Their Objective: Their Objective:
Our Objective: Our Objective:
Persuasive Content Needed: Persuasive Content Needed:
Erica
Business Leaser
Touch points: Touch points:
Intent: Intent:
How can Intent be revealed: How can Intent be revealed:
Their Objective: Their Objective:
Our Objective: Our Objective:
Persuasive Content Needed: Persuasive Content Needed:
15. - Geo Location
- Campaigns
- PPC, Display, Emails etc.
- Referrals
- Onsite Behavior
Good places to start for personalization of unknown visitors
16. How does good content looks like (from an experience POV)
Content is the heart of
the experience
23. Context
What are the best Family Cars in 2015?
Context,Triggers, Experiences
Triggers
Family Cars PPCAd
Enter on /FamilyAlias
Looking at Family Cars
Search for Family Cars
Experiences
Show Safety Reviews
Show Family of 5 + strollers
+ Different Personas
For James
For Erica