Experience Design & Creation

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Experience Design & Creation is an essential competency that lies at the core of the Platform Execution’s success. This presentation was presented at Merkle's 11th Annual CRM Executive Summit by Patrick Collins, SVP Customer Experience Group, Merkle.

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  • This needs a better hook to frictionless experiences.
  • This needs a better hook to frictionless experiences.
  • This needs a better hook to frictionless experiences.
  • This needs a better hook to frictionless experiences.
  • This needs a better hook to frictionless experiences.
  • This needs a better hook to frictionless experiences.
  • The days of the three martini lunch are waning
    Source: http://www.apartmenttherapy.com/uimages/kitchen/2010_04_16-3MartiniLunch4.jpg
  • Experience Design & Creation

    1. 1. © 2014 Merkle Inc. | Confidential 1 EXPERIENCE DESIGN & CREATION
    2. 2. © 2014 Merkle Inc. | Confidential 2 Identity Management Audience Management Consumer Privacy & Compliance Media Optimization Channel Optimization Experience Design & Creation Platforms Utilization Measurement & Attribution Marketing Technology Platform Data Platform Execution Platform Enablers 2 Introducing the Platform Marketer Competencies The Platform Marketer embodies the collective competencies needed to successfully exploit addressability at scale. By honing these skills, the Platform Marketer is creating competitive advantage for many organizations and is driving digital performance.
    3. 3. © 2014 Merkle Inc. | Confidential 3 Introducing the Platform Data Competencies Media Optimization Channel Optimization Experience Design & Creation Platform Data Platform Execution Platform Enablers Experience Design & Creation is an essential competency that lies at the core of the Platform Execution’s success.
    4. 4. © 2014 Merkle Inc. | Confidential 4 Experience Design and Creation 4
    5. 5. © 2014 Merkle Inc. | Confidential 5 The platform marketer seeks Creative agencies capable of developing … … multi-channel personalized experiences … frictionless experiences … a deeper understanding of the consumer … a culture of testing … rockstar media creative
    6. 6. © 2014 Merkle Inc. | Confidential 6 The platform marketer seeks Creative agencies capable of developing … … multi-channel personalized experiences … frictionless experiences … a deeper understanding of the consumer … a culture of testing … rockstar media creative
    7. 7. © 2014 Merkle Inc. | Confidential 7 A Traditional Creative Brief
    8. 8. © 2014 Merkle Inc. | Confidential 8 OBSTACLES TO CONVERSION Lack or limited product selection will cause this consumer to shop elsewhere Where I live is also a place to express myself. I choose products that enrich the look of my house. “ ” PURCHASE BEHAVIOR Spends roughly $500 on Home Improvement primarily in home décor and accents MEDIA/CHANNEL USAGE Primarily driven to HI purchase through emailed incentives and takes to the store. Uses mobile for quick price checking. 78% Caucasian 85% Female (See breakouts for more demographic details) Married Yrly HI Spend $500 2 Kids Age 33 High Value Home Owner Income $75-125K DEMOGRAPHIC ATTRIBUTES BRAND PREFERENCES Target, Home Depot, Ikea, Amazon Home Beautifier 45% of Addressable Customers (US) The Creative Brief needs to be informed by well constructed Consumer and Segment Insights
    9. 9. © 2014 Merkle Inc. | Confidential 9 Personal Values Drive Complex Human Decisions. Understanding them is Key to Developing the Best Creative Brief.
    10. 10. © 2014 Merkle Inc. | Confidential 10 The platform marketer seeks Creative agencies capable of developing … … multi-channel personalized experiences … frictionless experiences … a deeper understanding of the consumer … a culture of testing … rockstar media creative
    11. 11. © 2014 Merkle Inc. | Confidential 11 Well informed Concepts
    12. 12. © 2014 Merkle Inc. | Confidential 12 One page template shows all versioning for each concept - Lower rounds of creative review with our clients - One-touch Legal review - Simple guidelines for implementation from the media team
    13. 13. © 2014 Merkle Inc. | Confidential 13 With multiple versions and custom audiences, number of ads available: 336 ads
    14. 14. © 2014 Merkle Inc. | Confidential 14 The platform marketer seeks Creative agencies capable of developing … … multi-channel personalized experiences … frictionless experiences … a deeper understanding of the consumer … a culture of testing … rockstar media creative
    15. 15. © 2014 Merkle Inc. | Confidential 15 Friction kills conversion. Friction can be fixed. Friction is everywhere.
    16. 16. © 2014 Merkle Inc. | Confidential 16 Frictionless experiences adapt to any device Mobile Conversion up 100% Tablet Conversion up 70% Forrester recognizes Merkle as one of the leaders in adapting existing experiences to Mobile/Tablet
    17. 17. © 2014 Merkle Inc. | Confidential 17 Frictionless experiences adapt to any device… in email as well…
    18. 18. © 2014 Merkle Inc. | Confidential 18 Frictionless experiences are built or simplified by great UX experts
    19. 19. © 2014 Merkle Inc. | Confidential 19 The platform marketer seeks Creative agencies capable of developing … … multi-channel personalized experiences … frictionless experiences … a deeper understanding of the consumer … a culture of testing … rockstar media creative
    20. 20. © 2014 Merkle Inc. | Confidential 20 Platform marketers understand the Importance of a Testing Culture to Frictionless Experience Control Test A Control Test A
    21. 21. © 2014 Merkle Inc. | Confidential 21 The platform marketer seeks Creative agencies capable of developing … … multi-channel personalized experiences … frictionless experiences … a deeper understanding of the consumer … a culture of testing … rockstar media creative
    22. 22. © 2014 Merkle Inc. | Confidential 22 Frictionless experiences use Personalization to engage in a conversation with the consumer Zone 1
    23. 23. © 2014 Merkle Inc. | Confidential 23 Personalization Maturity Stages Revenue Impact • Basic "Batch" List Targeting • No Optimization • Email or Print • Single Message for everyone • “Dear Harry” Personalization • Simple Segmentation • A/B Testing • Email tied to Site Landing Page • Email Champion message delivered to everyone • Tag Personalization • Model Defined Segmentation • Multivariate Optimization • Email tied to Site Landing Page • Optimization within Email and landing page • Tag Personalization • Segment or persona driven • Automated Modeled • Optimization • Channel and Media Integration • Best Message / Best Product Offer • Personalized with customer / product attributes • Customer Journey Based Segmentation • Automated Predictive Optimization • Channel and Media Integration • Next Best point within the conversation / relationship • Personalized content based upon conversation Characteristics and Tactics Channels Stage 1 Static Campaign Stage 2 Rules Based Campaign Stage 3 Model Based Campaign Stage 4 Integrated Customer Centric Stage 5 Customer Centric Conversation 60% 120%20%- 3% 10%
    24. 24. © 2014 Merkle Inc. | Confidential 24 Customer Centric Conversations at the moment of Conversion Inform a conversation across touch points Connected Customer Profile Message Treatmen t Context, Device, Time OfferCustomer Value Preference CRM Data Device Geo Cookie Customer Event Stream Assembly of Intelligent Dynamic Communication Create connected view across anonymous and known consumers Personalization
    25. 25. © 2014 Merkle Inc. | Confidential 25 Experience Design & Creation – Frictionless Experiences require Mobilization, Personalization, and a Testing Culture for Continuous Optimization. Media Optimization Channel Optimization Experience Design & Creation Platform Data Platform Execution Platform Enablers Platform Execution – Key Takeaways
    26. 26. © 2014 Merkle Inc. | Confidential 26 Thank You! Patrick Collins SVP Customer Experience Group, Merkle Twitter: @patrickcollins1

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