Consumers are boss, supported by unlimited choice & information. This presentation describes how to optimize customer value at every interaction, in a connected world

1. A NEW ERA FOR MARKETING
OPTIMIZING CUSTOMER VALUE AT EVERY INTERACTION
Tim Suther
Chief Marketing Officer
®

2. TOPICS
1. The state of marketing today
2. A capability model for driving customer engagement in a
connected world
3. Unlocking value
4. Critical success factors

3. THE END IS NEAR…
For marketing as we knew it
Consumers are boss
One night stands
Yelling louder
Media mix reflects yesterday’s consumption
Unsure (or negative) ROI
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4. “Oooh, ahhh, that’s how it always starts.
Then later there’s running and screaming.”
-Ian Malcolm,
-The Lost World: Jurassic Park

5. CAPABILITY MODEL FOR
A CONNECTED WORLD
Target 15-30% of spend to redirect
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6. TAKING FLIGHT…
The era of customer engagement driven marketing
Connect and project
Differentiated value of customers
Madmen become mathmen too
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7. EXTRAPRISE…NOT JUST ENTERPRISE
Focus on your audience, addressable anywhere, reached with certainty
Advertiser Safe Haven Publisher
Product Propensities Just Your Audience
Online Display TV
Channel Preferences Anonymous Match 180mm Profiles 59mm Households
Media Preferences
Match
Mobile Call Center
60mm Users 100 million numbers
Anonymize
Enhance
Advertiser Publisher
Audience Audience
Social Apps
650mm Profiles
Customer Behavior Real Time Data Exchange
External Insights Delivery Integration
Attitudes / Personas Partnership Ecosystem Email Print
224mm Addresses 292mm Households
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8. THE MASS MARKET IS AN ILLUSION
Some customers are worth more than others. Invest & engage accordingly.
NARROWCAST,
NOT BROADCAST
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9. SPEAKING OF ILLUSIONS…
Marketers say…
“We generate the branding and strong
creative needed to differentiate ourselves
in the marketplace.”
The CEO/CFO wants to hear…
“Our analysis shows our $3 million
campaign generated an incremental $22.3
million in revenue.
We can continue to generate ROI up to a
$4.5 million spend, generating $10.6
million in further revenue, at which point
further investment loses money.”
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10. UNLOCKING VALUE
Prioritizing marketing initiatives in a connected world
1. Maximize value from existing customers
2. Engage with customers “there”
3. Harvest intent from prospective buyers
4. Generate demand more insightfully
5. Substitute media & channels based upon
customer preference

11. UH, NOT EXACTLY…
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12. CRITICAL SUCCESS FACTORS
Key marketing principles for a connected world
Not all customers are created equal. Engage/invest accordingly.
Prioritize programs by impact upon customer portfolio value.
Target your multi-dimensionally defined audience . Other
definitions waste money.
Leverage a safe haven to “anonymize & match” proprietary
customer data. Demand key partners participate.
Remember every interaction & learn. Personalize, coordinate,
test & measure
Play the data as it lies. Be “in market” in a career relevant
timeframe.
Harvest “easy money” while pursuing “big money”
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13. ONE FINAL THOUGHT
“…in Italy for 30 years under the Borgias they had warfare, terror, murder, and bloodshed,
but they produced Michelangelo, Leonardo da Vinci, and the Renaissance.
In Switzerland they had brotherly love - they had 500 years of democracy and peace, and
what did that produce? The cuckoo clock.”
- Harry Lime, The Third Man

14. FOR MORE INFORMATION
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15. THANK YOU. QUESTIONS?
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