Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time Marketing


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Consumer behavior and expectations are changing faster than marketers can react. Don't miss this opportunity to learn what these changes mean to us as marketers and how we need to think about our customer interactions and relationships in the future.

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  • I’m going to talk to you today about a sea change underway in marketing – how we engage our consumers is under upheavalWe must move from the old modes of slice and dice and batch and blast, to the new modes of engaging in real time with our customers, with a full understanding of who they are and where they are within our own customer lifecycleThis is having a huge impact on how we think about our consumers and how we approach our interactions with them
  • I was just reading that the internet just celebrated it’s 20 anniversary as a commercial entityThe mobile phone just celebrated it’s 40th anniversarySearch has been a core part of how we go about our lives for the last 10 yearsThe convergence of these things and the explosion in internet connected devices in the past 3-5 years has changed how we as consumers operate
  • Generations have now grown up in an internet connected worldIt’s changed how we consume everything from media to actual products – and it’s even changed how we think and process informationIn a 2009 study, several psychologists set about to study how they might measure how Google has changed how people think.They studied people who were relatively new to the internet vs those which were Savvy, long term internet users and found they could measure actual differences in those individual's brain activities when searching
  • And these changes go beyond how we process information, they go into how we live the basics of our lives and interact with the world around usForrester Research call this the era of the Perpetually Connected CustomerHaving connected always available and readily at hand, has a dramatic impact to consumer expectations. Customers are driving massive change in marketing and we need to think differently about how we interact
  • The faithful gather in 2005 near St. Peter's to witness Pope John Paul II's body being carried into the Basilica for public viewing.Taken nearly two years before the iPhone debutedSt. Peter's Basilica at the Vatican, on March 13, 2013.Pope Francis made his inaugural appearance on the Vatican balcony,first generation iPhone was released on June 29, 2007
  • Marketer are not in control!Customers choose what messages they want to receive and through what channelsWe need to build a new approach:Think lifecycle, not next stepUnderstand customer state, not just customer segmentOrchestrate interactions, not just design campaigns
  • For a long time marketers have focused on the traditional purchase funnel and moving consumers down the funnel step by step towards the end game of a purchase.Now with consumers constantly connected and interacting across multiple touch points, we need to start thinking differently about how we engage with our consumersWe need to take a longer view of the customers – beyond the next purchase and focused on building long term engagementsTo do this requires different approaches and different technologies
  • This will be what defines winners from losers going forward: not just good marketing, but good businessMarketing is making or breaking long term customer relationships today. You must be relevant to your customers or they will tune you out and retract their permissions to engagePS this actually comes up on the first page of search results when you are googleing for Amelia Island Pictures
  • On the theme of getting it wrong, here is something which happened to me recently. This was an exchange between my wife and I - she sent the following cryptic message. I think we’ve all had this experience. I had no recollection of why this should matter or what meaning this had between us, but the fact that she sent me an SMS meant I had to react quickly and come up with a response.
  • Of course my sweet wife would never intentionally lay a trap for me to get caught in…Without the historical or current context, I was helpless to frame a relevant reply, much in the same way we as marketers can not have an intelligent interaction with our consumers without benefit of historical and current context
  • My wife is great, but my inability to remember that we had our first day 17 years ago at that particular hot dog stand in Oakland, meant my best response was “nope”Thankfully in my case, this did not literally lead to a broken relationship with my wife as her expectations of me are naturally set fairly lowHowever, this is case in point for the future of marketing, consumers expect real time interactions and we as marketers will be unable to deliver quality ones without the benefit of more knowledge
  • Consumer data is both the traditional static profile data we think about daily, but also the new more dynamic interaction data which gives us a more real time picture of consumers and their preferences.Reacting to consumers in the timeframe which they have grown to expect can only be done through automation. As a marketer, there is no way to manually build out campaigns which can accomplish real time interactions, you need solutions to help you automate across all of the consumer touch points
  • We are talking about working with data at web scale and web speed and incorporating an every growing list of new customer touch point typesThis is what many people refer to as the 3 Vs – Volume, variety and velocity of information90% of the data in the world today has been created in the last two years alone. Traditionally this has been in the realm of data scientists or IT to deal with, but the change in consumers means marketing must address this in order to deliver against new customer expectationsAnd your traditional solutions have not been built to address these issues and will be increasingly difficult to adapt. We need web scale solutions able to rapidly input and output dynamic information from a huge variety to sources.
  • I was recently at a Forrester Research event in LA for marketing leadership. There I heard Rob Bronsnan speak to the need for organizations to build true Interaction Data Stores. The ability to capture and store all data points on consumer interactions regardless of channel.You must think about building an interaction store for your organization. And that means capturing and keeping all data.Data does not go bad, you just need the right technology choices to store it economically.I like to say it’s impossible to know today what you might need tomorrow. It’s much more expensive to try to recreate or reaggregate data you thought you would not need, but it turned out to be critical. And once you have all of this information you need a way to make sense of it. When I say analytics, I don’t mean traditional back room data science projects. I mean finding the right tools which you as a marketer can directly use to gain better consumer insight.
  • This will not be easy! Today I would guess the vast majority of you work in organizations where the data and even the people are siloed by channel of interaction.Building a true consumer interaction store will require you to break down these silos and centralize the data at the individual consumer level – not the channel levelBeing centralized is key but having data which can move in real time is also critical. You will have to consider where you location your data and how to interconnect all of the pieces so that you can access the data faster than traditional batch mode mentalities allow.
  • To date, most of us have thought of consumer profiles as fairly static things. Certainly my zipcode, marriage and economic status don’t change all that frequentlyBut that’s not enough in this new world with new consumer expectations – I need to know the rest of the picture, what my consumers are doing nowCustomer State:“A customer state is the centrally maintained set of individual customer attributes, time-based data, and calculated propensities used to guide real-time decisions of which offer or interaction to present to a customer at any touchpoint.”That easy to say but hard to do when you consider that you have to have this awareness across many different channels with many different types of interactionsNew touch points and data types can give us very valuable insight into our consumers explicit and implicit preferences-- things like the preferences you express in the social networks, or Understanding the customer state in the lifecycle – thinking beyond just a current purchase lifecycle – into the entire live time customer lifecycle – is now a must have in order to meet the
  • Once you get over the hurdle of centralizing your information, you have to know what to do with it.We’ve talked about understanding customer state – where they are in the lifecycle. This goes beyond a high level or even segmented approach. This much be done at the individual consumer level and encoded in the data for systematic interaction.Traditional batch and blast or even segmented approached to consumer communications are no longer sufficient in this work of real time interactions – consumers expect more.As a marketer the only way you will meet these expectations is with automation and the tools to personalize every communication at scale.
  • And it goes beyond individual campaigns or messages. You need to coordinate communications across channels at scale.Consumers are blind to channels, they only see brand engagements and they expect you to “know them” the same regardless of the channel they may reach you through.They expect you to learn not just what they like, but how they like to talk to you.
  • I want to leave you with 5 things to take away from your breakfast, aside from a cup of coffee and a muffinConsumers are different – in how they think and what they expect out of their brand interactionsYou have to change your approach to customer understanding – build a interaction data store to capture all their infoThis data is at different scale than in your past – it’s web scale and you must find solutions and work with partners who can help you address the 3 VsMarketing winners and losers will be defined by those who understand customer state better. Knowing where that individual is within the lifecycle is critical to reaching them with relevant communicationsYou cannot do any of this without technologies which can help you scale truly personalized and relevant communications in an automated fashion
  • The good news, doing all of this really matters and will lead you to success.Consumers demand timely and relevant communications and will reward those which can live up to these standard with their purchase dollarsUnderstanding your customer state, addressing them in real time and ensuring messages are relevant and personalized to their needs does drive much higher ROI and long term customer relationships
  • Sponsor Breakfast Presentation: Customer State & The Challenge of Real Time Marketing

    2. 2. HEADLINE EXAMPLEProprietary and Confidential | 2• Cross-channel marketing solutions foremail, mobile, web and social media• Full marketing services• Global Reach: NorthAmerica, UK/EMEA, APAC• Top ranked by customers and leadingAnalystsProprietary and Confidential |2A word from our sponsor:
    3. 3. HEADLINE EXAMPLEProprietary and Confidential | 3Image Source: www.tripadvisor.comMarketing is undergoing a massive shiftMarketing must move faster – addressing consumersin real time based on a deep understanding of whothey are and where they are in the customer lifecycle
    4. 4. Proprietary and Confidential | 4Image Source: ameliaislandliving.comWhy is this happening now?Consumers have changed
    5. 5. Proprietary and Confidential | 5ThisSource: Gary W. Small, M.D., Teena D. Moody, Ph.D., Prabha Siddarth, Ph.D., Susan Y.Bookheimer, Ph.D. Your Brain on Google: Patterns of Cerebral Activation during Internet SearchingPsychology Today February 2009This is your brain….This is your brain on Google…
    6. 6. Proprietary and Confidential | 6Image source: http://www.condenaststore.com/
    7. 7. Proprietary and Confidential | 720052013Image Source: http://singularityhub.com/
    8. 8. Proprietary and Confidential | 8Consumers want deep relationshipsImage Source: http://fleurde-licious.blogspot.comBut on their own terms
    9. 9. Proprietary and Confidential | 9Image Source: www.photo-dictionary.comResearchEvaluateWeb Company Website Mobile Store Social EmailDiscoverDecidePurchase
    10. 10. Proprietary and Confidential | 10Getting it wrong puts everything at riskImage Source: blog.uniqueameliaisland.com
    11. 11. Proprietary and Confidential | 11Context?Howshould IRespond?HELP!??!!??
    12. 12. Proprietary and Confidential | 12
    13. 13. Proprietary and Confidential | 13Image Source:: http://www.flickr.com/photos/picfix/Limited historical data or missing current contextleads to broken engagements
    14. 14. Proprietary and Confidential | 14Image Source: http://imgur.com/ncz0wSo how are you going to make this happen?Develop deep consumer understandingthrough dataAutomate personalized interactions acrossthe touch points consumers care about
    15. 15. Proprietary and Confidential | 15Why is this any differentfrom what I’ve dealt withto date?New types of information - VarietyScale of information - VolumeSpeed of information - VelocityImage Source: stefaniwalter.wordpress.com
    16. 16. Proprietary and Confidential | 16Image Source: blog.midwestlakes.orgHow should you thinkabout the new datacentric marketing worldKeep every interaction – Interaction Data StoresLayer analytics to parse signal from noise
    17. 17. Proprietary and Confidential | 17Image Source: blog.midwestlakes.orgThis will require shifts in your technologiesand organizationsSTRATEGYPROFILEPERMISSIONCONTENTTARGETINGDELIVERYTESTINGREPORTINGOPTIMIZATIONEMAIL Social SMS Display
    18. 18. Proprietary and Confidential | 18Image Source: www.ameliaislandmanagement.comBe customer state awareYou must move beyond today’s limited andstatic view of the consumerUnderstand the customers’ state byunderstanding interactions across all touchpoints
    19. 19. Proprietary and Confidential | 19Image Source: www.roswellphotosociety.orgOnce you have the data you need to act on itYou need real time reflexes - respond to theconsumer at their expected speedThis requires scalabletechnologies, automation and cross-channelorchestration
    20. 20. Proprietary and Confidential | 20Image Source: ameliaislandrehab.comDeliver your communications in the mostrelevant channels for each consumerEnsure a consistent consumer experienceregards of the touch pointOrchestrate cross channel communicationsWeb Company Website Mobile Store Social Email
    21. 21. Proprietary and Confidential | 211. Consumers have changed2. You must capture all consumer interactions3. Need solutions designed for theVolume, Variety and Velocity of information4. Focus on understanding state: where yourconsumer is within your lifecycle5. Connect understanding to automatedinteractions, coordinated across touchpoints
    22. 22. Proprietary and Confidential | 22Success babyImage source: catinwater.comReal Time Marketingdrives successMeeting theconsumers on theirterms leads todeeper long termengagements andhigher ROI
    23. 23. Proprietary and Confidential | 23Image Source: www.frommers.comThank youShawn MyersVP MarketingStrongMail@shawndmyers@strongmail
    24. 24. HEADLINE EXAMPLEProprietary and Confidential | 24Proprietary and Confidential | 24THANK YOU