Start Reaching the Always-On Consumer Starting Now: Five Key Marketing Projects to Tackle This Year
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The document outlines a webinar on preparing for the 2016 consumer by discussing five key marketing strategies to enhance data-driven marketing efforts. It highlights the importance of understanding the current data landscape, aligning organizational goals, evaluating technology stacks, and defining key performance indicators. The focus is on adapting to the evolving consumer behavior and establishing a strong data foundation for effective marketing.
Start Reaching the Always-On Consumer Starting Now: Five Key Marketing Projects to Tackle This Year
- 1. Are You Ready for the 2016 Consumer? Five Key Marketing Projects to Tackle This Year Signal Webinar Featuring AKQA
- 2. Drew Wahl Director of Business Development, AKQA @DrewWahl Ana Milicevic SVP, Global Strategic Consulting, Signal @aexm Today’s Speakers
- 3. § Intro to Signal & AKQA § 5 Key Recommendations for Marketers § Audience Q&A Today’s Agenda
- 4. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. Company overview A new foundation for marketers. > SaaS marketing technology company launched in 2010 > 150+ people > Raised $50 million from leading investors > 20,000 clients and agencies rely on our technologies
- 5. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. We provide global leadership! Chicago – Corp. HQ 111 N Canal St. Chicago, IL 60606 New York Office 195 Plymouth Street Brooklyn, NY 11201 São Paulo Office 1060 Rua dos Pinheiros São Paulo, SP 05422-‐001 London Office 11 CharloGe Mews London, W1T 4EQ Tokyo Office 3-‐19-‐23 Minami-‐Azabu Minato-‐ku, Tokyo, Japan 106-‐0047 Sydney Office 241 Commonwealth Street Surry Hills, NSW 2010 Singapore Office 80 Robinson Road Singapore 068898
- 6. We deliver the data + identity foundation for cross-channel marketing. > We’re a SaaS marketing technology company founded in 2009. > We’ve got 150+ people on our global team. > We’ve raised $50 million from leading investors. > More than 15,000 brands and agencies rely on our patented, real-time solution.
- 7. AKQA is an ideas and innovation company. We exist to create the future with our clients. We design adaptive digital services and applications. These ideas capture the imagination and deliver real business results for our clients.
- 8. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. Digital evolution
- 9. We have an identity problem in marketing that is only getting worse…
- 10. The marketing technology in use is teetering in the face of consumer behavioral change
- 11. 11 Consumers are always on, across channels and devices
- 12. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. @joe tweeted about an #uber coupon! New email for 50% off at ShoeWorld 3 new likes on your picture! Continue watching Orange is the New Black? Sam pinged you Email from mom Consumers expect always on access to the things that matter to them
- 13. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. We have used technology to try to keep up! 6% 3% 27% 9% 3% 51% 1-4 5-10 11-20 21-30 31+ 0 How many distinct toolsets does your organization (or your clients) use in support of data-driven marketing or advertising today?
- 14. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. But we’ve lost sight of the customer! COOKIE ID 4506 APPLE ID 305 OMNITURE ID 13904184 ENTRY 987 CASE #335 @USER_HANDLE [email protected] LOYALTY #12407
- 15. Marketers need new tools, new skills & ! help.!
- 17. Five Key Recommendations for Marketers
- 18. #1 Take Stock of Your Current Data Landscape
- 19. How are you using your first, second and third party data? Do you have large stores of data, such as a CRM? Where do you need to augment your current view of the customer with second and third party information? #1 Take Stock of Your Current Data Landscape Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
- 20. #2 Build a Roadmap of Your Current Data Needs
- 21. Identify your objectives • Converting one-time repeat shoppers? • Moving people from a lower-value loyalty segment to a higher one? Determine the PPT – People, Processes and Technology • What will it take to get you there? • Large vs. small companies #2 Build a Roadmap of Your Data Needs Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.
- 22. #3 Align the organization around a clear data strategy
- 23. Understand who in your organization is responsible for systems that generate or touch customer-level data • CRM department, or outside of marketing (i.e. billing) Align all in the company digital ecosystem around the goal of a data foundation • Search and Display teams incentivized to collaborate • Combining separate company brands for quick wins #3 Align the organization around a clear data strategy Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal. All Rights Reserved.
- 24. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. #4 Is your tech stack up to snuff?
- 25. Continuous evaluation of your stack from a data perspective • Can you track the same engagement in loyalty emails on mobile as on desktop? • Have your data needs changed? • Are you getting all the necessary user-level data from all components of your stack? #4 Is your tech stack up to snuff? Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal. All Rights Reserved.
- 26. #5 Define and focus on KPIs
- 27. Don’t focus on campaign goals: • Focus on a unified customer view Most realistic KPI goal: § Improvement in the amount of information you have on your customers #5 Define and focus on KPIs Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal. All Rights Reserved.
- 28. People, Process and Technology
- 29. Audience Q&A
- 30. Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved. Download our special reports & eBooks:" Visit: Signal.co/resources Tweet: @aexm Preparing for Cross-Channel Success: Solving the Customer Identity Puzzle Global Survey Special Report
Editor's Notes
- #4: 1. Introduction - About Signal, today's topic, intro FK 2. FK - Data as a basis for innovation, to be lead by CMOs, types of identity, and examples of companies doing it well today (collecting data, creating identity, taking action) 3. JS - Discuss Signal Signal Customer View industry research findings 4. FK+JS - Fireside Chat, Joe and Fatemeh discuss 3-5 interesting questions/topics, to be reviewed and agreed prior to webinar 5. Audience Q&A - as time allows
- #11: THE TECHNOLOGY STACK IS OUR CHOICE we should be able to limitlessly integrate technology vendors we should deliver data easily to those vendors we should be able to easily receive data from vendors we should test multiple vendors to make sure we are working with the right ones we should (optionally) work seamlessly with early-stage and startup companies
- #14: Marketing technology as a whole is disrupted by the consumer shifts… Nothing is interopeable Nothing is real time Nothing is channel agnostic Nothing is device agnostic
- #20: Examples: Ability to reduce spend on third-party data Targeted personalization to high-value customers that can reduce time between purchases
- #28: Examples (insert here) of different KPIs and benchmarks for digital marketing plus examples of how companies other companies are creating these KPIs within different verticals