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The Music of the British North-West
1980-1995
A"Timeline
Punk"Beginnings"
1976383
Factory"Era"
1982387
Madchester"
1988392
Britpop"
1988392
that’s how relevant most
brands are, to be honest
you already
know more
about me
than…
• what’s happened to us?
• why can’t we cope?
• 3 steps to transformation
THE AGE OF ME
What my
friends are
doing
Who I can chat
to right now
How my band is
doing on Facebook
Some guy from the other band last n...
what does this mean for business transformation?
there are lots of ways to be relevant
consumer participation drives revenue
Free People, an Urban Outfitters brand, received 10k photos to
their FP Me style net...
…so long as you do it in the right spaces
PRINT
TV
EMAIL
.COM
FACEBOOK
NICHE

COMM.
ONLINE

MASS

RETAIL
SNAPCHAT
APPS YOU...
“Because most retailers haven't yet
created efficient multichannel
models, consumers are working it
out for themselves, usin...
Established powers are being out-relevance’d
Tom"Goodwin,"Havas,"Techcrunch
how do we achieve relevance through digital
transformation?
• be ACTUALLY customer centric
• define yourself through your experience
• drive every touchpoint with data
being customer centric
is more than just being a
bit nicer on the phone
an example of irrelevance…
how people really use channels
CONSIDERATION
APPS
RETAIL
REVIEWS
BLOGS
LOCAL INFLUENCERS
BRAND SITE
SEARCH BY PRICE
PURCHA...
29
define yourself through
your experience
30
31
32
drive every touchpoint with data
34
What does a personalized

experience look like?
• Personalized experience on
previously purchased product 

• Tell the ...
35
Data from interactions
across all touchpoints
Site context and
contextual need-state
CMS
Create multi-channel one-view ...
36
some examples
37
38
39
•25% increase in conversion for paid search
•Multivariate testing of creative offers 19%
site conversion increase
40
Tim Dunn
Director of Strategy
isobar
Guitarist - New Row
@timmcdunn
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
Isobar Digital Transformation 3.25.15
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Isobar Digital Transformation 3.25.15

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Tim Dunn, Director of Digital Strategy at Isobar, presented to the crowd at Boston's Digital Transformation event on 3/25/15 at King Street Tavern, Ames Hotel.

Published in: Technology
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Isobar Digital Transformation 3.25.15

  1. 1. The Music of the British North-West 1980-1995
  2. 2. A"Timeline Punk"Beginnings" 1976383 Factory"Era" 1982387 Madchester" 1988392 Britpop" 1988392
  3. 3. that’s how relevant most brands are, to be honest
  4. 4. you already know more about me than…
  5. 5. • what’s happened to us? • why can’t we cope? • 3 steps to transformation
  6. 6. THE AGE OF ME
  7. 7. What my friends are doing Who I can chat to right now How my band is doing on Facebook Some guy from the other band last night Me Me My pics, messages + events My band Music I like Work stuff I do Family Games I signed up for (because friends made me) My notifications Jacqui hates Jeremy Clarkson
  8. 8. what does this mean for business transformation?
  9. 9. there are lots of ways to be relevant
  10. 10. consumer participation drives revenue Free People, an Urban Outfitters brand, received 10k photos to their FP Me style network which drove a 42% increase in same- session conversion
  11. 11. …so long as you do it in the right spaces PRINT TV EMAIL .COM FACEBOOK NICHE
 COMM. ONLINE
 MASS
 RETAIL SNAPCHAT APPS YOUTUBE TWITTER INSTAGRAM
  12. 12. “Because most retailers haven't yet created efficient multichannel models, consumers are working it out for themselves, using different channels in ways that best suit them.” PWC – Understanding how online shoppers are reshaping the retail experience - 2012
  13. 13. Established powers are being out-relevance’d
  14. 14. Tom"Goodwin,"Havas,"Techcrunch
  15. 15. how do we achieve relevance through digital transformation?
  16. 16. • be ACTUALLY customer centric • define yourself through your experience • drive every touchpoint with data
  17. 17. being customer centric is more than just being a bit nicer on the phone
  18. 18. an example of irrelevance…
  19. 19. how people really use channels CONSIDERATION APPS RETAIL REVIEWS BLOGS LOCAL INFLUENCERS BRAND SITE SEARCH BY PRICE PURCHASE FRIENDS RETAIL BRAND SITE SEARCH BY PRICE PARENTS MOBILE awareness / out-of-market FRIENDS OFFLINE MEDIAATHLETES SPONSORSHIP DISPLAY ADS BRAND
  20. 20. 29 define yourself through your experience
  21. 21. 30
  22. 22. 31
  23. 23. 32
  24. 24. drive every touchpoint with data
  25. 25. 34 What does a personalized
 experience look like? • Personalized experience on previously purchased product 
 • Tell the story of users’ journey with the brand • Users’ interests in product verticals selects relevant product lines and content for display • Site administrators act as ‘hosts’ to manage the community • Meta-data from conversations inserted into consumer profile • Insert user’s personal content into site experience • Enhance with local stock availability • Connect brand advocates in the same location • Use inbound search strings to customize display layer on homepage • Site navigation history used to surface previously viewed and other relevant product and content • Define product display by general popularity • Enhance product pages with friends’ preferences
  26. 26. 35 Data from interactions across all touchpoints Site context and contextual need-state CMS Create multi-channel one-view customer record • Define framework for accreting data points into the customer record • Rebuild .com infrastructure around dynamic and individualized approach • Institute continuous program of hypothesis testing and optimization
  27. 27. 36 some examples
  28. 28. 37
  29. 29. 38
  30. 30. 39 •25% increase in conversion for paid search •Multivariate testing of creative offers 19% site conversion increase
  31. 31. 40 Tim Dunn Director of Strategy isobar Guitarist - New Row @timmcdunn

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