Global Directions Conference
September 25, 2013
Tahzoo is a leading customer
engagement agency that empowers
Global 1000 enterprises to create and
deliver customer experi...
Technology B2BHealthcare
Retail, Auto & Consumer Services
Financial Services
“I do not regard
advertising as
entertainment or
an art form, but
as a medium of
information.”
-David Ogilvy
Between 2009 and 2011 the amount of consumer references to the
print Yellow Pages dropped by 4.6 Billion
In states where r...
Between 1999-2009 more than 75,000 Travel Agents lost their jobs.
What happened?
They lost their role as gatekeepers of in...
Between 1990 and 2010 The Los Angeles Times circulation roughly
halved- falling from 1.2 million people to just over 600,0...
“The intangible
sum of a
product's
attributes: its
name,
packaging, and
price, its history,
its reputation,
and the way it...
A dialogue between
companies and
consumers which
shapes customer
attitudes, informs and
enables so that they
can make an e...
•! Getting the right
data and
developing a
conceptual
framework for
interpreting it
•! Sequencing
Content to reflect
the s...
Information
Architecture
Creative
Process
Social
Intelligence
Psychological
Learning Models
Mathematical
Models
Decision
M...
Daniel Kahnemann
“Behaviorist” Daniel Kahneman
observed that while economic models
may be clearer with such an
assumption ...
Robert M. Gagné
He was an educational psychologist
known for his “Conditions of Learning”.
His work is sometimes summarize...
Jean Piaget
He was a developmental psychologist
and philosopher who created the
theory of cognitive development.
He was al...
Thomas Bayes
The mathematician who created
methods in probability and statistics.
His most well-known methods are
related ...
Attract
•! Corporate Taxonomy
•! Site Optimization
•! Drive to Web/
Campaign Mapping
•! Triggers
•! Probabilistic Models
C...
Brand General Info Product Info Legal
TA's Role in the active lifestyle Life Insurance basics/types Trendsetter Super over...
A.! Carousel Hero
Content
1. Select hero image based on campaigns
2. White arrow icon for CTA button
HTML Fixes
1. H1 or h...
Replace Default Picture with Cityscape or East Coast
Landmark
Replace with Large Quote CTA
Replace
with Family
Protection ...
1.! Headline
2.! Copy
3.! Call-to-Action Button
4.! Hero Image Area
1
2
3
4
Headline Give them the security they deserve
C...
1.! First time trip planners
Already booked, getting ready for
their first trip
2. Thrill Ride Enthusiasts
Want to know th...
Need
Want to be the first to know and
want to show off to others
Key Channel Twitter, Instagram, Facebook
Key Message
We’ll...
•  By analyzing shared content, we determined 3 categories that defined each piece of
content: type, theme, and underlying...
Pre-Trip: Build Excitement & Anticipation Post-Trip: Share the experienceIn-Trip
T-60 Days T-30 Days T- 1 Week Trip Week 1...
Channel Before the Trip During the Trip Post Trip
Website Learn about the Park Up to date alerts Ratings & Reviews
Blog Le...
Errors Received
Customer experience
Files & Items Viewed
Personalization
Text Entered & Deleted
Fraud detection
IP Address...
Suggested summer wear!
CRM Data
Customer model
Social intelligence
Self-optimizing offers
Behavioral history
In-session real-time clickstream data...
Tier 1 – Free overnight
shipping
Tier 2 – Free overnight
shipping with
minimum $100
purchase
Tier 3 – Free regular
shippin...
!"#
$%&"'($
)**+,#+#$
-&'&$
./0*+"1&,2
345$
367'89+"$
%"8:1;+$-&'&
345$
367'89+"$
)<'1=1'1+7$-&'&
%"8:1;+"
%"8:1;+$
-&'&>&...
Increase revenue & conversions
•  10 x increase in revenue per email
•  Seven figure incremental revenue p.a.
from hot onl...
PLAN"
Social
Intelligence
Customer
Analytics
CRM
Customer
Commitment
Customer
Behavior
Customer
Activity
Insight & Analyti...
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
Information Is Everything: Marketing In the Age of Disruption, Tahzoo
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Information is everything: marketing in the age of disruption.

Global Directions Confrence 2013

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Information Is Everything: Marketing In the Age of Disruption, Tahzoo

  1. 1. Global Directions Conference September 25, 2013
  2. 2. Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across digital channels and devices.
  3. 3. Technology B2BHealthcare Retail, Auto & Consumer Services Financial Services
  4. 4. “I do not regard advertising as entertainment or an art form, but as a medium of information.” -David Ogilvy
  5. 5. Between 2009 and 2011 the amount of consumer references to the print Yellow Pages dropped by 4.6 Billion In states where receiving the phone book is opt-in fewer than 2% choose to do so. Even when it’s free people choose not to use it.
  6. 6. Between 1999-2009 more than 75,000 Travel Agents lost their jobs. What happened? They lost their role as gatekeepers of information.
  7. 7. Between 1990 and 2010 The Los Angeles Times circulation roughly halved- falling from 1.2 million people to just over 600,000 Newspapers and magazines, not recognizing the potential for online journalism, charged people pennies for their services but now are beginning to find a sustainable business model.
  8. 8. “The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.” -David Ogilvy Short form advertising
  9. 9. A dialogue between companies and consumers which shapes customer attitudes, informs and enables so that they can make an educated purchasing decision
  10. 10. •! Getting the right data and developing a conceptual framework for interpreting it •! Sequencing Content to reflect the state of the individual •! The Anonymous user problem
  11. 11. Information Architecture Creative Process Social Intelligence Psychological Learning Models Mathematical Models Decision Making Theory The time for debate between multi and interdisciplinary approaches is over.
  12. 12. Daniel Kahnemann “Behaviorist” Daniel Kahneman observed that while economic models may be clearer with such an assumption they leave a lot unexplained. He posited that we rank according to potential cost/benefits (reward) and then evaluate them according to their likeliness to occur (risk).
  13. 13. Robert M. Gagné He was an educational psychologist known for his “Conditions of Learning”. His work is sometimes summarized as the Gagné assumption which declare that different types of learning exists.
  14. 14. Jean Piaget He was a developmental psychologist and philosopher who created the theory of cognitive development. He was also the “great pioneer of the constructivist theory of knowing”.
  15. 15. Thomas Bayes The mathematician who created methods in probability and statistics. His most well-known methods are related to statistical inference known as Bayesian probability, Bayes’ theorem and Bayesian inference.
  16. 16. Attract •! Corporate Taxonomy •! Site Optimization •! Drive to Web/ Campaign Mapping •! Triggers •! Probabilistic Models Convert •! Social personas •! Shareable content modeling •! Channel preference •! Taxonomy of learning objectives •! Taxonomy of product marketing Retain •! Behavioral Modeling •! Behavioral targeting •! Next Best Offer •! Actionable Sales Intelligence •! Life Time Value Unknown Known Campaign Mapping Content Marketing Data Modeling
  17. 17. Brand General Info Product Info Legal TA's Role in the active lifestyle Life Insurance basics/types Trendsetter Super overview Privacy Policy History Application overview Accidental Death overview Terms and Conditions Leadership Glossary Encore Dental Outside Resources disclaimer Allison Bureau General (miscellaneous) info Personal Plan Builder David Nall Organizations and associations Get-a-Quote Rebecca Scales Ratings agencies Lifetime Chicago Tri El Tour de Tuscon San Francisco Rock'n'roll Marathon Get To Know TA's Partners List of Partners Event's sponsored by TA our-partners Social Media Careers Log in field
  18. 18. A.! Carousel Hero Content 1. Select hero image based on campaigns 2. White arrow icon for CTA button HTML Fixes 1. H1 or headline over the hero image text needs to have more space between letters 2. Decrease the line-height of the H1 font over the hero image 3. Increase the size of the CTA button 4. Brighter color CTA button on each hero carousel image 5. Remove the tertiary navigation to the carousel 6. Placement of CTA buttons should be consistently placed in the right two/ thirds - middle to lower half of the hero image area 7. Adjust images, if necessary, to accommodate the new CTA button location B. Tri-box area HTML Fixes 1. Make the headline one line 2. Move the headline text above the image 3. Make headline, image, CTA all links 4. Add links ot images and headline of “tri-box” area 5. Adjust the order of text, images, copy for the “tri-box” area CSS Fixes 1. Use darker grey for text 2. Larger font for the CTA Carousel Hero Tri-box Area
  19. 19. Replace Default Picture with Cityscape or East Coast Landmark Replace with Large Quote CTA Replace with Family Protection Copy Replace with High Quality, Best Offer Copy Triggers State Referring Site: www.intelliquote.com Search Term: Campaign Link: Region (Geo-Location): East Coast – New York Session Viewed Tagged Content: Life Insurance Returning Visitor: Yes Authentication Age: Gender: Male Previous Quote Available: Yes
  20. 20. 1.! Headline 2.! Copy 3.! Call-to-Action Button 4.! Hero Image Area 1 2 3 4 Headline Give them the security they deserve Copy Provide supporting copy to match messaging and tone CTA Button Get quote Hero Image Happy family with children - younger parents First ‘hero’ based on SmartTarget Rules Headline Plan for your future security Copy Provide supporting copy to match messaging and tone CTA Button Specified term life product Hero Image Happy family with no children - younger adults Second ‘hero’ based on SmartTarget Rules
  21. 21. 1.! First time trip planners Already booked, getting ready for their first trip 2. Thrill Ride Enthusiasts Want to know the latest about new rides and share their experiences 3. Character Fans Everything and anything about their favorite movie character !"#$%"&'"(#)'*)$+,#-./0#*"1".&%#+2'(."(#,+/2*&'(#*/3)&%#3/'1".*&4/'*#
  22. 22. Need Want to be the first to know and want to show off to others Key Channel Twitter, Instagram, Facebook Key Message We’ll get your adrenaline pumping with new thrills every time you visit 24% 44% 32% 0% 10% 20% 30% 40% 50% First Timers Thrill Ride Fans Descriptive Detail •! Thrill ride enthusiasts tend to be repeat visitors and know all details about the park & rides. •! They represent the largest and most active group on social channels. •! Opinionated and vocal, they are the most loyal, but the most critical. •! They engage with fellow thrill riders, but don’t tend to communicate with other personas. •! They dominate Youtube and Instragram, posting the most images and video.
  23. 23. •  By analyzing shared content, we determined 3 categories that defined each piece of content: type, theme, and underlying message. •  By breaking these down into semiotic codes, we can then quantify the primary drivers of sharing by category. Content Types Themes Underlying Messages 1 News 2 Viewpoint 3 Quotes 4 Gossip 5 Call to Action 6 Speculation 7 Expectation 8 Publications 9 Contest 10 Joke 11 Personal Story 12 Stats 13 Poll 14 Snapshot 15 Artifact 16 Interview 17 Quiz 1 Vacation 2 Family 3 Harry Potter 4 Rides 5 Movies 6 Weather 7 Holidays 8 Florida 9 Celebrities 10 Once in a Lifetime 11 Unknown Wonders 12 Orlando 13 Disney 14 Theme parks 15 Wizarding World 16 Discounts 1 You should know this 2 We love great days 3 Thrills 4 The next big thing 5 It’s worth the wait 6 Be patient 7 Relax and enjoy 8 Too cool 9 Don't want to leave 10 Greatest day of my life
  24. 24. Pre-Trip: Build Excitement & Anticipation Post-Trip: Share the experienceIn-Trip T-60 Days T-30 Days T- 1 Week Trip Week 1 Week Post 30-days Post 60 Days Post First Timers Get ready for the time of your life Tips to make your visit memorable Packing list – don’t forget… Thanks for your visit, tell your friends Share your memories Book your return early and save Thrill Riders Check out the latest new rides Share what you’re looking forward to Got everything ready Share your favorite ride Upload your video, rate the rides Join the club Book early and save Character Fans Learn what others are saying Take a quiz and test yourself Latest updates Share your wizarding experience Share with fellow fans Join the club Book your return trip and get special extras
  25. 25. Channel Before the Trip During the Trip Post Trip Website Learn about the Park Up to date alerts Ratings & Reviews Blog Learn what's happening N/A Comments Forums Get tips and advice N/A Share experience Twitter Search info ②  Share real-time experiences N/A Facebook See others' experiences Share real-time experiences Share experience Instagram ①  See others' images ①  Share real-time experiences ①  Share experience YouTube See others' video N/A ②  Share experience App Engagement Real-time Engagement N/A
  26. 26. Errors Received Customer experience Files & Items Viewed Personalization Text Entered & Deleted Fraud detection IP Address Location & history Browsing Behaviour Relevance & customer experience Recency & Frequency Timing & tone Social Media Profiling & personalization Mobile Apps SCV & brand loyalty Media Player Interaction Customer engagement Device Used Profiling, SCV, rendering & level of immediacy Referring URL & Search Campaign effectiveness Internal Search Terms Delivery of relevant content, price sensitivity Abandoned Baskets Retargeting
  27. 27. Suggested summer wear!
  28. 28. CRM Data Customer model Social intelligence Self-optimizing offers Behavioral history In-session real-time clickstream data Predictive Personalized Dynamic Content Sale: Kids swimwear + = Email
  29. 29. Tier 1 – Free overnight shipping Tier 2 – Free overnight shipping with minimum $100 purchase Tier 3 – Free regular shipping Tier 4 – Free regular shipping with minimum $100 purchase Tier 1 – Free overnight shipping Tier 2 – Free overnight shipping with minimum $100 purchase Tier 3 – Free regular shipping Tier 4 – Free regular shipping with minimum $100 purchase
  30. 30. !"# $%&"'($ )**+,#+#$ -&'&$ ./0*+"1&,2 345$ 367'89+"$ %"8:1;+$-&'& 345$ 367'89+"$ )<'1=1'1+7$-&'& %"8:1;+" %"8:1;+$ -&'&>&7+ ),&;('1<7 ?*'191@&'18, 3&9*&1A,$ 5&,&A+" 3&9*&1A,$ B17' 38,'+,'$ B1>"&"( %6>;17C$'8$ -5$<C&,,+; 3&9*&1A,$ 4+7*8,7+$-&'& D8<1&;$ E,'+;;1A+,<+ 5+#1&$F6( )#$ %;&<+9+,' %6>;17C$'8$ ?::;1,+$)#$ 3C&,,+;7 E,<891,A$G+>$ #&'&$.E%H$I/?H$ Referrer…2 35D %+"78,&;1@&'18,$ +,A1,+$ .D9&"'$J&"A+'2 %6>;17C$'8$ -1A1'&;$ 3C&,,+;7 38,'+,'$ D+;+<'18, F+C&=8"1&;$ -&'& Offline Advertising (TV, Print, Out of Home) Digital Marketing (Web, Social, Email, Banner, Search…) Database Marketing (Direct Mail, FSI, DRTV) Analytics & Optimization (Reporting & Measurement)
  31. 31. Increase revenue & conversions •  10 x increase in revenue per email •  Seven figure incremental revenue p.a. from hot online leads passed into the call centre •  100% uplift in average order value •  240% improvement in click-to-buy ratio •  20% increase in online conversion rates •  3.24% uplift in new account sign-up Reduce spend •  51% reduction in catalogue shipments year to year •  10% reduction in marketing spend with no loss of sales •  Six figure savings p.a. due to online fraud detection •  Six figure savings p.a. due to channel migration from call centre to online •  Reduce PPC spend by 30% with no reduction in sales
  32. 32. PLAN" Social Intelligence Customer Analytics CRM Customer Commitment Customer Behavior Customer Activity Insight & Analytics BUILD" Campaign Management Smart Target Audience Manager Profiling Segments Targeting Rules Session Data Target & Orchestrate OPERATE" Media Manager CMS CMO Dashboard Omni-Channel Distribution Rich Media Management Performance Reporting Publish & Optimize Social Media Email TabletSMSCall Center Search Web Direct Mail Smart PhoneDisplay Video Center Email Email Campaign Mgmt. CRM Analytics

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