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Introduction to The Thread Team 2021

Credentials & case studies

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Introduction to The Thread Team 2021

  1. 1. BRIEF CREDENTIALS & CASE STUDIES 2021
  2. 2. Hello!
  3. 3. “The Thread Team exists because we believe that great personalised, omnichannel customer experiences that create shared value should be the norm not the exception” Carolyn & Richard, Co-Founders of The Thread Team
  4. 4. A Perfect Storm AFFORDABLE ADTECH AND MARTECH AN EXPLOSION IN TOUCHPOINTS RELEVANCE IS AN EXPECTATION A SINGLE JOINED-UP EXPERIENCE MANAGED AT SCALE OVER TIME
  5. 5. New opportunities for 1:1 engagement. 1:MANY 1:FEW 1:1 1:SOME SILOED One conversation from the brand to to everyone across a single channel DATA-DRIVEN OMNICHANNEL Micro-targeted programmes driven by insight from the brand triggered by individual behaviour THE AUTOMATION VISION Personalised consumer experiences that connect individual preferences with a Brand’s Products, Services, Content and Events predicted by data in the moment MULTI-CHANNEL Campaign-led communications from the brand to smaller groups targeted by Segment and Channel
  6. 6. 95% Likely to be loyal 33% 20% Likely to buy more “The communications I receive are highly relevant” 3% “The communications I receive are of medium to low relevance” Sources; 1. Comms Lifecycle Research UK Telecoms Industry 2. Research into the impact of Customer Journey driven experiences; The Thread Team 2020 Customer Journey driven experiences deliver 27% average uplift in Consumer Spend Because relevant omnichannel experiences drive bottom-line value.
  7. 7. Digital Transformation Spend FY18 $1.3 Trillion1 Estimated $900 Billion Waste Source: 1. Digital Transformation is not about technology, Tabrizi, B; Lam, et al in Harvard Business Review, March 13, 2019 But the potential of technology, digital & data investment to make a measurable difference is being wasted.
  8. 8. The truth is, there’s no simple button to push.
  9. 9. It’s very much a journey over time. Build strong foundations Experiment and Scale Differentiation Zone Zero value zone Segmented Cross-Channel Triggered Omnichannel Real Time, Data-Driven One to Many One to Some One to Few One to One Single Channel Campaign
  10. 10. Understanding that GOOD might just be good enough. GOOD. BETTER. BEST. Because this is about your business succeeding. Not our ego. Now, we love a fully-automated, AI-driven real time omnichannel solution but it’s not always the answer. If what you need is a smart, insight-driven triggered Retention Programme across your owned channels, that’s what we’ll help you to deliver.
  11. 11. There are three blockers. The Spin Cycle. The wasted opportunities brought about by the fear of complexity & knowing where to start stop teams doing anything. The Elephant in the Room. The waste of adtech, martech and data investment because no one has a joined-up plan. The Daily Grind. The wasted opportunities on the ground because the day-to-day simply gets in the way.
  12. 12. So we do three things. We Consult. Our team of experienced Consultants help leaders to identify & size opportunities for growth. We map existing technology, data, CX & journey capability against a defined vision to flag strengths, weaknesses. We work with teams to create measurable plans for change across defined horizons. We Support. We build bespoke teams to support digital-first, data-driven omnichannel journey design, creative & delivery in your organisation. We work with partners to support & enable AI, Martech & Owned Media optimisation. We create Playbooks tailored to your vision & requirements so that your team can successfully scale. Our experts support the change needed to make digital-first, data-driven marketing the new normal. We create agile Proof of Concepts that demonstrate return. We support Organisational Design & the development of a culture of experimentation. We Design.
  13. 13. YOUR DATA & INSIGHT YOUR ADTECH & MARTECH STACK YOUR PROGRAMS & MEDIA YOUR BRAND & CUSTOMER EXPERIENCE YOUR CULTURE & OPERATIONS Together, we’ll help you to connect with your customers in their daily lives by orchestrating your capabilities, assets & teams across silos.
  14. 14. DATA & INSIGHT OWNED, SHARED, EARNED & PAID MEDIA CULTURE & OPERATIONS BRAND & CUSTOMER EXPERIENCE AD, MARTECH & ENTERPRISE STACK Brand Strategists Customer Experience Strategists Communications & Journey Strategists Content Strategists Data Strategists Data Planners Analysts Data Visualisation Specialist Data Scientists Ad/Mar Tech Specialists Technical Architects Developers Capability Specialists Programme Management Project Management Campaign Managers Facilitators Campaign Evaluation Specialist CX Designers CX Copywriters Service Design Specialists Social Media Specialists SEO and PPC / Precision Marketing Specialists Our clients have access to support across the modern creative & marketing capability stack.
  15. 15. We love to work with experienced people we know & trust. We work hard to make sure that your team always reflects your need.
  16. 16. We work with some amazing teams & share insights & learnings across categories. Automotive Retail CPG Hospitality & Leisure F&B TELCO Financial Services
  17. 17. £40m+ Everything we do is measurable. We’ve unlocked in incremental revenue & counting...
  18. 18. We’re delivering results for our clients that are recognised by our peers as best in class.
  19. 19. Let’s share some Case Studies
  20. 20. GLOBAL Problem: Points-based schemes don’t differentiate Rewards offer little value outside a core Dubai-based elite group Insight: Recognition, seamless anticipation & delivery of individual, mission-driven CX is critical to building loyalty Context: Jumeirah own an increasingly global group of luxury hotels & resorts Points-based loyalty is the category norm Recognition is built-in to the guest experience Master Brand loyalty is a strategic driver of value across a global portfolio Re-Defining Loyalty for the category OBSERVATION ETHNOGRAPHIC RESEARCH OPERATIONS CROSS FUNCTIONAL STAKEHOLDER ENGAGEMENT OUTPUT CX / LOYALTY SPRINT Design thinking identified, sized & prioritised pain points & opportunities across the end-to-end guest journey A visualised Road Map of the Guest Journey acts as a discussion point & framework for activity planning + + Copyright: The Thread Team 2021
  21. 21. Problem: How could e-commerce platform data inform, support & inspire new experiences & deeper relationships with Céline’s global base of customers & fans? Insight: Seamless omni channel brand experiences with tiered engagement across digital & human, brand & retail touch points were key to success Context: Céline is a Paris based luxury fashion label with a global reach owned by LVMH BCG Digital Ventures had managed the integration of an e-commerce engine as part of a digital transformation process GLOBAL OBSERVATION DISCOVERY OPERATIONS CROSS FUNCTIONAL STAKEHOLDER ENGAGEMENT OUTPUT DATA-DRIVEN PLAYBOOK Delivered through STORE VISITS INTERVIEWS CATEGORY REVIEW Delivered through INTERVIEWS WORKING SESSIONS Delivering: VISION KEY DEFINITIONS ROLE DEFINITIONS TIERED LIFE CYCLE MODEL METRICS & EVALUATION Copyright: The Thread Team 2021
  22. 22. HONG KONG Problem: App Retention is consistently slipping Only 18% App users redeem offers Insight: Consumers use the App EITHER as a Remote Control; a Store of Value or a Game with discounted food as a reward Occasions not coupons drives behaviour Context: Eating-out is a way of life in Hong Kong No-one is >500M from McDonald’s The McDonald’s App enables Click & Collect functionality; Delivery + Access to tailored offers Omnichannel re-activation We tested three missions within a single occasions across behavioural cohort; channel & week day Three mission-based re-activation tests: 1. Weekday Breakfast on the go 2. Weekend Family Breakfast 3. Lazy Weekend Breakfast Delivery RETENTION >138% Reactivation Uplift Vs Control Copyright: The Thread Team 2021
  23. 23. GLOBAL Problem: ‘Mid-adventurous’ customers are 20% less likely to be active orderers than the most valuable ‘Adventurous’ customers. How can we drive Adventurousness & value? Insight: People prefer to stick to a restaurant or a cuisine they’ve tried before because of the ‘tyranny of choice’ & the risk of getting it wrong Context: Just Eat is a successful food delivery businesses operating across key markets As an App based digital proposition Just Eat has large volumes of transactional & behavioural data An agile culture of experimentation is in place - leveraging Machine Learning Continuous Experimentation EXPERIENCE We created a series of ‘recommenders’ so that individual variants were delivered based on the recipient’s favourite cuisine PERSONALISED Every part of the communication was personalised to cuisine, restaurant & location CREATIVITY We shared an individual’s favourite food along with an action inspiring, challenge message “Could this be your best [PIZZA] yet?” AGILITY We designed & delivered the experiment in 6 weeks across 6 markets (including the UK, France and Spain) 75% INCREASE IN ENGAGEMENT £1m INCREMENTAL SALES (EXPERIMENT) Copyright: The Thread Team 2021
  24. 24. GLOBAL Problem: Technology, resource & activity is siloed across the organisation The creative process & skill set to support the vision doesn’t exist Insight: Consumer behaviour is driven by occasion and individual mission Context: The Jo Malone London product offer is broad and complex Engaged consumers spend more with the brand. Unengaged consumers present more head room for growth The vision to deliver a single brand experience across touchpoints that engages more consumers individuality in the moment exists Omni channel Journey design & management We had a clear mandate: 1. TO CONNECT CHANNELS : Focus on missions - not the channels themselves 2. TO WORK WITH WHAT WE HAVE : Diplomacy, additive software & a lot of ingenuity 3. TO DRIVE REVENUE : Engaging more consumers, nudging to buy - on/offline We worked collaboratively as an integrated part of the JML team 7x INCREASE IN ENGAGEMENT £1.1m UPLIFT IN 1 MARKET FROM 18 MONTHS OF EXPERIMENTATION CUSTOMER CENTRIC JOURNEYS Create rules that nudge people in real time ORCHESTRATING COMPLEXITY Over 600 product SKU’s Past transactions Purchase behaviours WORKING IN REAL-TIME Reflecting the LAST thing consumers did and being relevant Copyright: The Thread Team 2021
  25. 25. Problem: No effective nurture journeys to drive conversion Little usable behavioural insight Comms failed to build engagement Customer Engagement was an afterthought, teams were unskilled Insight: Reacting to behaviour & intent drives higher levels of engagement Context: The MINI brand is an icon Changing deeply ingrained brand perception & so broadening audience appeal is critical to its continued success Omni channel Journey design & management We built a Customer Engagement team to complement Brand Comms & Digital capability We implemented a 1:1 Strategy for MINI delivering engaging measurable behaviour across the customer life cycle We implemented always-on experimentation & optimisation to uncover & act on shifting market needs £19m INCREMENTAL SALES TO DATE 72% INCREASE IN LEADS GENERATED 111% INCREASE IN AUDIENCE ENGAGEMENT Always on omni channel programmes designed, built & continually optimised in new Adobe platform Award winning journeys & campaigns that tell stories, not pushing irrelevant & disjointed sales pitches Efficient cross-function working practices providing regular key business information to senior stakeholders Copyright: The Thread Team 2021 UNITED KINGDOM
  26. 26. Thank you.
  27. 27. Contact : Carolyn@thethreadteam.com Richard@thethreadteam.com © The Thread Team 2021. All rights reserved. Copyright and all other intellectual property rights in this document and all material in or provided with or pursuant to it belongs to The Thread Team. All documents and materials are provided in confidence and may not be used, copied or adapted in any way without the prior written consent of The Thread Team. In viewing the material, information, concepts, ideas and proposals within the documents and materials you acknowledge they may only be used for (the evaluation of the proposals put forward) and may not be disclosed other than to employees of the intended recipient, their clients and partners for such purpose unless and until a written agreement is entered into with The Thread Team. This and all related documents and materials provided by The Thread Team shall be immediately returned to it at its first request. THE SMARTS BEHIND GREAT MODERN MARKETING

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  • devansjr9

    Jun. 6, 2021

Credentials & case studies

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