1. “ThAT WAS THEn. ThIS IS NOW” How the New Consumer Decision Process Requires a New Capability Model cary Zackman Executive Director, Industry Business Leader ®

2. TOPICS Burying the Marketing Funnel : its all about the consumer A capability model for driving customer engagement Q&A

4. What happened?

6. Car buying: 40 years ag0 Aware of Brands Brands Under Consideration Prefer 5

7. The funnel view Aware Consider Prefer Purchase 6

8. More consumers 7

9. How the marketers see it 8

11. Broad, general reach

12. Limited product choice

13. Barriers to information9

14. The funnel:What happened 10

15. Car buying: today OUTCOME PURCHASE LEASE WAIT 11

17. Consumer-Centric, pull model

18. Broad, general reach

19. Expanded, targeted reach

20. Limited product choices

21. Proliferation of product customization

22. Barriers to information

23. Interaction ends with purchase

24. Defined consumer decision timeline

25. Transparency of information

26. Post purchase feedback is key

27. Timelines will vary 12

28. THE FUNNEL: WHAT’S NEXT 13

29. MCKINSEY FORRESTER : IT’S ALL ABOUT… : IT’S ALL ABOUT… …Engagement …the consumer decision journey …Aligning Marketing with the Consumer Decision Journey 1 2 3 4 Active evaluation Information gathering, shopping The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points. Consumers add or subtract brands as they evaluate what they want. Ultimately, the consumer selects a brand at the moment of purchase. After purchasing a product or service, the consumer builds expectations base on experience to inform the next decision journey. Loyalty loop Initial- consideration set Moment of purchase Trigger Post purchase experience Ongoing exposure 14 Image source: Steven Noble. Forrester. “It's Time To Bury The Marketing Funnel.” Image source:. MCKinsey. “The Consumer Decision Journey.”

30. CAPABILITY MODEL FOR A CONNECTED WORLD Key requirements. Separating contenders from pretenders 15

32. Narrowcasting with relevant communications at all touch points

33. Our role has also changed – we need to identify, understand, engage

34. Role of consumer has shifted

35. Top-down models are less predictive

36. Leverage multi-dimensional insights to guide customer interactions

37. Customer engagement extends beyond purchase

38. Siloed organizational structures need to change

39. Expand and integrate valuable consumer data

40. New org structures factor in the consumer experience16