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The Art & Science of LifeCycle Marketing

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Centric Seattle's Ryan Lowe and Microsoft's Karthik Ravindran partner to speak about "Marketing Operations: Scaling the Art and Science of Modern Marketing" at Seattle Interactive on Wednesday, October 19.

Published in: Technology
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The Art & Science of LifeCycle Marketing

  1. 1. KARTHIK RYAN Ravindran Senior Director, MarketingTechnology & Operations, Microsoft @kravind Lowe Director & General Manager, Centric Seattle @ryanjlowe, @centricseattle
  2. 2. THE UNIQUE USER EXPERIENCE How do you give your customer the impression that your brand exists uniquely for them?
  3. 3.  Subscription Service  Freemium Business Model  Consumer and Business Offerings  New Growth Currencies : Service Usage and Retention THE EVOLUTION OF MICROSOFT OFFICE
  4. 4. THE BIRTH OF OFFICE 365 LIFECYLE MARKETING PHASE 1
  5. 5. PHASE 1 – UNDER THE HOOD Marketing Automation Data Analytics Content Subscribers Database Email Content Operations Descriptive Subscriptions Health and Email Performance Reporting … Email Performance Data Linear 1:Many Email Nurture Automation
  6. 6. Subscriptions Tenants Users Usage Managed Web Activity Marketing 110110.. 001011.. 101101.. Segmentation THE EVOLUTION TO OFFICE 365 GROWTH MARKETING PHASE 2
  7. 7. OneDriveUsers CROSS-CHANNEL NURTURING FOR USER SEGMENTS
  8. 8. PHASE 2 – UNDER THE HOOD Marketing Automation Data Analytics Content Cross-Channel Content Operations Cross-channel nurture automation for user segments … User Segmentation Models Predictive Models Descriptive Outcome Reporting and Analytics …
  9. 9. EVERY CUSTOMER IS UNIQUE …TIMES M/BILLIONS
  10. 10. EACH CUSTOMER’S JOURNEY IS UNIQUE…
  11. 11. Subscriptions Tenants Users Usage Managed Web Activity Marketing 110110.. 001011.. 101101.. SCALING OFFICE 365 GROWTH MARKETING PHASE 3 – CURRENTLY PILOTING Next Best User Actions for
  12. 12. PHASE 3 – UNDER THE HOOD Marketing Automation Data Analytics Content Modular Cross-Channel Content Operations 1:1 User Engagement …Times M/Billions 1:1 Next Best Actions Machine Learning (Predictive and Prescriptive) Descriptive Outcome Reporting and Analytics
  13. 13. 1:1 Marketing
  14. 14. MARKETING OPERATIONS Marketing Automation Data Analytics Content Modular Cross-Channel Content Operations 1:1 User Engagement …Times M/Billions 1:1 Next Best Action Models Machine Learning (Predictive and Prescriptive) Descriptive Outcome Reporting and Analytics The cross-functional discipline that orchestrates the Marketing IoT Marketing Operations Users Products Data AnalyticsContent Channels and Devices User Actions Outcomes
  15. 15. Marketing Data and Analytics Platform Growth PODs OFFICE 365 MARKETING OPERATIONS – HOW WE WORKMarketingOperationsFunctions
  16. 16. Make the Growth Marketing Mind shifts Shift lifecycle marketing mindset from doing it all to focusing on the highest impact growth opportunities Make it a cross-functional team sport Diffuse functional boundaries and integrate the art (Marketing and ContentOperations) and the science (Data,Analytics, and MarketingAutomation) functions in MarketingOperations Embrace and Practice Experimentation Build, measure, and learn to incrementally persevere, pivot, and fail fast investments (yes, learn to reward fail fast ) KEY TAKEAWAYS / YOUR ACTIONS Make each user feel like your brand exists to solely serve her/him
  17. 17. DOWNLOAD SLIDES AT CENTRICSEATTLE.COM

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