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Tahzoo at the CX Summit - Information is Everything: Marketing in the Age of Disruption
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Tahzoo at the CX Summit - Information is Everything: Marketing in the Age of Disruption

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  • 1. SDL Conference London October 2, 2013
  • 2. Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across digital channels and devices.
  • 3. Technology B2BHealthcare Retail, Auto & Consumer Services Financial Services
  • 4. “I do not regard advertising as entertainment or an art form, but as a medium of information.” -David Ogilvy
  • 5. Between 2009 and 2011 the amount of consumer references to the print Yellow Pages dropped by 4.6 Billion In states where receiving the phone book is opt-in fewer than 2% choose to do so. Even when it’s free people choose not to use it.
  • 6. Between 1999-2009 more than 75,000 Travel Agents lost their jobs. What happened? They lost their role as gatekeepers of information.
  • 7. Between 1990 and 2010 The Los Angeles Times circulation roughly halved- falling from 1.2 million people to just over 600,000 Newspapers and magazines, not recognizing the potential for online journalism, charged people pennies for their services but now are beginning to find a sustainable business model.
  • 8. For every 1 new Financial Advisor hired 1.2 retire; meanwhile over the past decade the median age has risen to 53. This aging, shrinking, workforce must also contend with disruptive regulatory changes, such as the post-recession shift in regulatory focus with policies like the UK Retail Distribution Review and Solvency II.
  • 9. “The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.” -David Ogilvy Short form advertising
  • 10. A dialogue between companies and consumers which shapes customer attitudes, informs and enables so that they can make an educated purchasing decision
  • 11. •  Getting the right data •  Developing a conceptual framework •  The Sequencing of Content •  The Anonymous user problem
  • 12. Information Architecture Creative Process Social Intelligence Psychological Learning Models Mathematical Models Decision Making Theory “We are not students of some subject matter, but students of problems. And problems may cut right across the borders of any subject matter or discipline.” - Karl Popper
  • 13. Daniel Kahnemann “Behaviorist” Daniel Kahneman observed that while economic models may be clearer with such an assumption they leave a lot unexplained. He posited that we rank according to potential cost/benefits (reward) and then evaluate them according to their likeliness to occur (risk).
  • 14. Robert M. Gagné He was an educational psychologist known for his “Conditions of Learning”. His work is sometimes summarized as the Gagné assumption which declare that different types of learning exists.
  • 15. Jean Piaget He was a developmental psychologist and philosopher who created the theory of cognitive development. He was also the “great pioneer of the constructivist theory of knowing”.
  • 16. Thomas Bayes The mathematician who created methods in probability and statistics. His most well-known methods are related to statistical inference known as Bayesian probability, Bayes’ theorem and Bayesian inference.
  • 17. SDL Tridion Audience Manager Ambient Data Framework Smart Target Social Intelligence Real-Time Analytics CRM Integration
  • 18. Attract •  Corporate Taxonomy •  Site Optimization •  Drive to Web/ Campaign Mapping •  Triggers •  Probabilistic Models Convert •  Social personas •  Shareable content modeling •  Channel preference •  Taxonomy of learning objectives •  Taxonomy of product marketing Retain •  Behavioral Modeling •  Behavioral targeting •  Next Best Offer •  Actionable Sales Intelligence •  Life Time Value Unknown Known Campaign Mapping Content Marketing Data Modeling
  • 19. THE MOMENT IS YOURS
  • 20. Active SmartTarget region on a page Inactive SmartTarget region on a page Homepage 2nd Page 1 2a 2b 3
  • 21. 1.  Headline 2.  Copy 3.  Call-to-Action Button 4.  Hero Image Area 1 2 3 4 Headline Give them the security they deserve Copy Provide supporting copy to match messaging and tone CTA Button Get quote Hero Image Happy family with children - younger parents First ‘hero’ based on SmartTarget Rules Headline Plan for your future security Copy Provide supporting copy to match messaging and tone CTA Button Specified term life product Hero Image Happy family with no children - younger adults Second ‘hero’ based on SmartTarget Rules
  • 22. 1.  Headline 2.  Image 3.  Copy 4.  Call-to-Action 1 2 3 4 Headline Your family depends on you Image Happy family with children - younger parents Copy Provide supporting copy to match messaging and tone Call-To-Action Term Life Promo First ‘Primary Call Out’ based on SmartTarget Rules Headline Uncomplicate life insurance Image Happy family with no children - younger adults Copy Provide supporting copy to match messaging and tone Call-To-Action Plan Your Life Second ‘Primary Call Out’ based on SmartTarget Rules
  • 23. Reorder Tabs to Move Term Life Panel to Front of Carousel Replace with Life Insurance Promo Triggers State Referring Site: www.yahoo.com Search Term: Term-Life Insurance Campaign Link: Region (Geo-Location): Session Viewed Tagged Content: Returning Visitor: Authentication Age: Gender: Previous Quote Available:
  • 24. Replace Default Picture with Cityscape or East Coast Landmark Replace with Large Quote CTA Replace with Family Protection Copy Replace with High Quality, Best Offer Copy Triggers State Referring Site: www.intelliquote.com Search Term: Campaign Link: Region (Geo-Location): East Coast – New York Session Viewed Tagged Content: Life Insurance Returning Visitor: Yes Authentication Age: Gender: Male Previous Quote Available: Yes
  • 25. Triggers State Referring Site: www.ta.com Search Term: Life Insurance Campaign Link: Region (Geo-Location): West Coast – California Session Viewed Tagged Content: Life Insurance Returning Visitor: Yes Authentication Age:35 Gender: Male Previous Quote Available: Yes
  • 26. Notes State Referring Site: www.financeprofessionals.com Search Term: Campaign Link: Nationwide Advisors Region (Geo-Location): Mid-West– Illinois Session Viewed Tagged Content: Annuities Returning Visitor: Yes Authentication Age: Gender: Male Portfolio Available: Yes
  • 27. PLAN! Social Intelligence Customer Analytics CRM Customer Commitment Customer Behavior Customer Activity Insight & Analytics BUILD! Campaign Management Smart Target Audience Manager Profiling Segments Targeting Rules Session Data Target & Orchestrate OPERATE! Media Manager CMS CMO Dashboard Omni-Channel Distribution Rich Media Management Performance Reporting Publish & Optimize Social Media Email TabletSMSCall Center Search Web Direct Mail Smart PhoneDisplay Video Email Management Fredhopper Campaign Management Tridion SM2