Global Directions Conference
September 25, 2013
Tahzoo is a leading customer
engagement agency that empowers
Global 1000 enterprises to create and
deliver customer experi...
Retail, Auto & Consumer Services

Financial Services

Technology

Healthcare

B2B
“I do not regard
advertising as
entertainment or
an art form, but
as a medium of
information.”
-David Ogilvy
Between 2009 and 2011 the amount of consumer references to the
print Yellow Pages dropped by 4.6 Billion
In states where r...
Between 1999-2009 more than 75,000 Travel Agents lost their jobs.
What happened?
They lost their role as gatekeepers of in...
Between 1990 and 2010 The Los Angeles Times circulation roughly
halved- falling from 1.2 million people to just over 600,0...
“The intangible
sum of a
product's
attributes: its
name,
packaging, and
price, its history,
its reputation,
and the way it...
A dialogue between
companies and
consumers which
shapes customer
attitudes, informs and
enables so that they
can make an e...
•! Getting the right
data and
developing a
conceptual
framework for
interpreting it
•! Sequencing
Content to reflect
the s...
Information
Architecture

Creative
Process

Psychological
Learning Models

Social
Intelligence

Mathematical
Models

Decis...
Daniel Kahnemann
“Behaviorist” Daniel Kahneman
observed that while economic models
may be clearer with such an
assumption ...
Robert M. Gagné
He was an educational psychologist
known for his “Conditions of Learning”.
His work is sometimes summarize...
Jean Piaget
He was a developmental psychologist
and philosopher who created the
theory of cognitive development.
He was al...
Thomas Bayes
The mathematician who created
methods in probability and statistics.
His most well-known methods are
related ...
Unknown

Known

Campaign
Mapping

Attract
•!
•!
•!
•!
•!

Corporate Taxonomy
Site Optimization
Drive to Web/
Campaign Mapp...
Brand

General Info

Product Info

Legal

TA's Role in the active lifestyle

Life Insurance basics/types

Trendsetter Supe...
A.! Carousel Hero

Carousel Hero

Tri-box Area

Content
1. Select hero image based on campaigns
2. White arrow icon for CT...
Triggers

State

Referring Site:
www.intelliquote.com
Search Term:
Campaign Link:

Authentication

Session

Region (Geo-Lo...
1.!
2.!
3.!
4.!

1
4

2

Headline
Copy
Call-to-Action Button
Hero Image Area

3

First ‘hero’ based on SmartTarget Rules

...
!"#$%"&'"(#)'*)$+,#-./0#*"1".&%#+2'(."(#,+/2*&'(#*/3)&%#3/'1".*&4/'*#
1.! First time trip planners
Already booked, getting...
50%

Need
Key Channel

Want to be the first to know and
want to show off to others

40%

Twitter, Instagram, Facebook

44%
...
•  By analyzing shared content, we determined 3 categories that defined each piece of
content: type, theme, and underlying...
Pre-Trip: Build Excitement & Anticipation

T-60 Days

T-30 Days

T- 1 Week

In-Trip

Trip Week

Post-Trip: Share the exper...
Channel

Before the Trip

During the Trip

Post Trip

Website

Learn about the Park

Up to date alerts

Ratings & Reviews
...
Social Media

Referring URL & Search

Recency & Frequency

IP Address

Abandoned Baskets

Internal Search Terms

Retargeti...
Suggested summer wear!
+
=

CRM Data
Customer model
Social intelligence
Self-optimizing offers
Behavioral history
In-session real-time clickstream...
Tier 1 – Free overnight
shipping
Tier 2 – Free overnight
shipping with
minimum $100
purchase
Tier 3 – Free regular
shippin...
%6>;17C$'8$
?::;1,+$)#$
3C&,,+;7

)#$
%;&<+9+,'

5+#1&$F6(

F+C&=8"1&;$
-&'&
D8<1&;$
E,'+;;1A+,<+
%+"78,&;1@&'18,$
+,A1,+$...
Reduce spend
Increase revenue & conversions
•  10 x increase in revenue per email
•  51% reduction in catalogue
shipments ...
Social
Media

Search

Email

Display

Web

Call
Center

Direct
Mail

Smart
Phone

SMS

Video

Tablet

PLAN"

BUILD"

OPERA...
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
Information is Everything: Marketing in the Age of Disruption
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Information is Everything: Marketing in the Age of Disruption

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Presentation given by CEO Brad Heidemann at Kodak's Global Directions Conference 2013.

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Information is Everything: Marketing in the Age of Disruption

  1. 1. Global Directions Conference September 25, 2013
  2. 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. 3. Retail, Auto & Consumer Services Financial Services Technology Healthcare B2B
  4. 4. “I do not regard advertising as entertainment or an art form, but as a medium of information.” -David Ogilvy
  5. 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. 6. Between 1999-2009 more than 75,000 Travel Agents lost their jobs. What happened? They lost their role as gatekeepers of information.
  7. 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. 8. “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
  9. 9. A dialogue between companies and consumers which shapes customer attitudes, informs and enables so that they can make an educated purchasing decision
  10. 10. •! Getting the right data and developing a conceptual framework for interpreting it •! Sequencing Content to reflect the state of the individual •! The Anonymous user problem
  11. 11. Information Architecture Creative Process Psychological Learning Models Social Intelligence Mathematical Models Decision Making Theory The time for debate between multi and interdisciplinary approaches is over.
  12. 12. 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).
  13. 13. 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.
  14. 14. 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”.
  15. 15. 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.
  16. 16. Unknown Known Campaign Mapping Attract •! •! •! •! •! Corporate Taxonomy Site Optimization Drive to Web/ Campaign Mapping Triggers Probabilistic Models Content Marketing Convert •! •! •! •! •! Social personas Shareable content modeling Channel preference Taxonomy of learning objectives Taxonomy of product marketing Data Modeling Retain •! •! •! •! •! Behavioral Modeling Behavioral targeting Next Best Offer Actionable Sales Intelligence Life Time Value
  17. 17. Brand General Info Product Info Legal TA's Role in the active lifestyle Life Insurance basics/types Trendsetter Super overview Privacy Policy History Application overview Accidental Death overview Terms and Conditions Leadership Glossary Encore Dental Outside Resources disclaimer Allison Bureau General (miscellaneous) info Personal Plan Builder David Nall Organizations and associations Get-a-Quote Rebecca Scales Ratings agencies Lifetime Chicago Tri El Tour de Tuscon San Francisco Rock'n'roll Marathon Get To Know TA's Partners List of Partners Event's sponsored by TA our-partners Social Media Careers Log in field
  18. 18. A.! Carousel Hero Carousel Hero Tri-box Area Content 1. Select hero image based on campaigns 2. White arrow icon for CTA button HTML Fixes 1. H1 or headline over the hero image text needs to have more space between letters 2. Decrease the line-height of the H1 font over the hero image 3. Increase the size of the CTA button 4. Brighter color CTA button on each hero carousel image 5. Remove the tertiary navigation to the carousel 6. Placement of CTA buttons should be consistently placed in the right two/ thirds - middle to lower half of the hero image area 7. Adjust images, if necessary, to accommodate the new CTA button location B. Tri-box area HTML Fixes 1. Make the headline one line 2. Move the headline text above the image 3. Make headline, image, CTA all links 4. Add links ot images and headline of “tri-box” area 5. Adjust the order of text, images, copy for the “tri-box” area CSS Fixes 1. Use darker grey for text 2. Larger font for the CTA
  19. 19. Triggers State Referring Site: www.intelliquote.com Search Term: Campaign Link: Authentication Session Region (Geo-Location): East Coast – New York Replace Default Picture with Cityscape or East Coast Landmark Replace with Large Quote CTA Viewed Tagged Content: Life Insurance Returning Visitor: Yes Age: Gender: Male Previous Quote Available: Yes Replace with High Quality, Best Offer Copy Replace with Family Protection Copy
  20. 20. 1.! 2.! 3.! 4.! 1 4 2 Headline Copy Call-to-Action Button Hero Image Area 3 First ‘hero’ based on SmartTarget Rules Second ‘hero’ based on SmartTarget Rules Headline Give them the security they deserve Headline Plan for your future security Copy Provide supporting copy to match messaging and tone Copy Provide supporting copy to match messaging and tone CTA Button Get quote CTA Button Specified term life product Hero Image Happy family with children - younger parents Hero Image Happy family with no children - younger adults
  21. 21. !"#$%"&'"(#)'*)$+,#-./0#*"1".&%#+2'(."(#,+/2*&'(#*/3)&%#3/'1".*&4/'*# 1.! First time trip planners Already booked, getting ready for their first trip 2. Thrill Ride Enthusiasts Want to know the latest about new rides and share their experiences 3. Character Fans Everything and anything about their favorite movie character
  22. 22. 50% Need Key Channel Want to be the first to know and want to show off to others 40% Twitter, Instagram, Facebook 44% 20% 30% 32% 24% 10% Key Message We’ll get your adrenaline pumping with new thrills every time you visit 0% First Timers Thrill Ride Descriptive Detail •! •! •! •! •! Thrill ride enthusiasts tend to be repeat visitors and know all details about the park & rides. They represent the largest and most active group on social channels. Opinionated and vocal, they are the most loyal, but the most critical. They engage with fellow thrill riders, but don’t tend to communicate with other personas. They dominate Youtube and Instragram, posting the most images and video. Fans
  23. 23. •  By analyzing shared content, we determined 3 categories that defined each piece of content: type, theme, and underlying message. •  By breaking these down into semiotic codes, we can then quantify the primary drivers of sharing by category. Content Types 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 News Viewpoint Quotes Gossip Call to Action Speculation Expectation Publications Contest Joke Personal Story Stats Poll Snapshot Artifact Interview Quiz Themes 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Vacation Family Harry Potter Rides Movies Weather Holidays Florida Celebrities Once in a Lifetime Unknown Wonders Orlando Disney Theme parks Wizarding World Discounts Underlying Messages 1 You should know this 2 We love great days 3 Thrills 4 The next big thing 5 It’s worth the wait 6 Be patient 7 Relax and enjoy 8 Too cool 9 Don't want to leave 10 Greatest day of my life
  24. 24. Pre-Trip: Build Excitement & Anticipation T-60 Days T-30 Days T- 1 Week In-Trip Trip Week Post-Trip: Share the experience 1 Week Post 30-days Post 60 Days Post Thanks for your visit, tell your friends Share your memories Book your return early and save First Timers Get ready for the time Tips to make your visit of your life memorable Packing list – don’t forget… Thrill Riders Check out the latest new rides Share what you’re looking forward to Got everything ready Share your favorite ride Upload your video, rate the rides Join the club Book early and save Learn what others are saying Take a quiz and test yourself Latest updates Share your wizarding experience Share with fellow fans Join the club Book your return trip and get special extras Character Fans
  25. 25. Channel Before the Trip During the Trip Post Trip Website Learn about the Park Up to date alerts Ratings & Reviews Blog Learn what's happening N/A Comments Forums Get tips and advice N/A Share experience Twitter Search info ②  Share real-time experiences N/A Facebook See others' experiences Share real-time experiences Share experience Instagram ①  See others' images ①  Share real-time experiences ①  Share experience YouTube See others' video N/A ②  Share experience App Engagement Real-time Engagement N/A
  26. 26. Social Media Referring URL & Search Recency & Frequency IP Address Abandoned Baskets Internal Search Terms Retargeting Delivery of relevant content, price sensitivity Errors Received Media Player Interaction Text Entered & Deleted Files & Items Viewed Mobile Apps Browsing Behaviour Device Used Profiling & personalization Location & history Customer experience Personalization Relevance & customer experience Campaign effectiveness Customer engagement SCV & brand loyalty Profiling, SCV, rendering & level of immediacy Timing & tone Fraud detection
  27. 27. Suggested summer wear!
  28. 28. + = CRM Data Customer model Social intelligence Self-optimizing offers Behavioral history In-session real-time clickstream data Predictive Personalized Dynamic Content Email Sale: Kids swimwear
  29. 29. Tier 1 – Free overnight shipping Tier 2 – Free overnight shipping with minimum $100 purchase Tier 3 – Free regular shipping Tier 4 – Free regular shipping with minimum $100 purchase
  30. 30. %6>;17C$'8$ ?::;1,+$)#$ 3C&,,+;7 )#$ %;&<+9+,' 5+#1&$F6( F+C&=8"1&;$ -&'& D8<1&;$ E,'+;;1A+,<+ %+"78,&;1@&'18,$ +,A1,+$ .D9&"'$J&"A+'2 38,'+,'$ D+;+<'18, %6>;17C$'8$ -1A1'&;$ 3C&,,+;7 E,<891,A$G+>$ #&'&$.E%H$I/?H$ Referrer…2 35D 38,'+,'$ B1>"&"( 3&9*&1A,$ 5&,&A+" %6>;17C$'8$ -5$<C&,,+; 3&9*&1A,$ B17' ?*'191@&'18, %"8:1;+" 345$ 367'89+"$ %"8:1;+$-&'& Digital Marketing (Web, Social, Email, Banner, Search…) Database Marketing (Direct Mail, FSI, DRTV) Analytics & Optimization (Reporting & Measurement) %"8:1;+$ -&'&>&7+ 3&9*&1A,$ 4+7*8,7+$-&'& !"#$%&"'($ )**+,#+#$ -&'&$ ./0*+"1&,2 Offline Advertising (TV, Print, Out of Home) 345$ 367'89+"$ )<'1=1'1+7$-&'& ),&;('1<7
  31. 31. Reduce spend Increase revenue & conversions •  10 x increase in revenue per email •  51% reduction in catalogue shipments year to year •  Seven figure incremental revenue p.a. •  10% reduction in marketing spend from hot online leads passed into the with no loss of sales call centre •  Six figure savings p.a. due to online •  100% uplift in average order value fraud detection •  240% improvement in click-to-buy ratio •  20% increase in online conversion rates •  Six figure savings p.a. due to •  3.24% uplift in new account sign-up channel migration from call centre to online •  Reduce PPC spend by 30% with no reduction in sales
  32. 32. Social Media Search Email Display Web Call Center Direct Mail Smart Phone SMS Video Tablet PLAN" BUILD" OPERATE" Insight & Analytics Target & Orchestrate Publish & Optimize Social Intelligence Customer Analytics Customer Commitment Customer Behavior Email Campaign Management CRM Customer Activity Email Smart Target Profiling Segments Targeting Rules Campaign Mgmt. Audience Manager Session Data Media Manager CMS CMO Dashboard Rich Media Omni-Channel Management Distribution CRM Performance Reporting Analytics

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