Presentation given at Uberflip's User Conference on 8/25/2016. The deck focuses on the 3 disruptions of the marketing profession by technology and the 5 ways to survive. Enjoy!
3. @KYLEPLACY #ufx2016
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I am a marketer.
I’ve written 3 books.
Vice President of Marketing
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
ABOUT KYLE
10. @KYLEPLACY #ufx2016
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Average #
Apps Installed
on Device
Average
Numbers of
Apps Used
Daily
Average # of
Apps
Accounting for
80%+ of App
Usage
Time Spent on
Phone (per
Day)
Most
Commonly
Used Apps
USA 37 12 3 5 hours Facebook
Chrome
YouTube
Worldwide 33 12 3 4 hours Facebook
WhatsApp
Chrome
DAY IN THE LIFE OF A MOBILE USER
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AMOUNT GLOBAL WEB
TRAFFIC DIPPED WHEN
GOOGLE SUFFERED A 5
MINUTE OUTAGE
40%
http://expandedramblings.com/index.php/by-the-numbers-a-gigantic-list-of-google-stats-and-facts
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AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
Corp Brand
Website
Press
Advertising
Social
Sponsorship
Employees
Referrals
Word of mouth
Offers
Experience
Referrals
Website
Press
Advertising
Ease of Use
Price
Bags
Locations
Ease of Use
Experience
Referral
Offers
Pre-flight
Boarding
Airplane
Luggage
Seats
Bathrooms
Inflight Service
Time
Drinks
Retrieval
Notifications
Contact
App Use
Check-in
Loyalty Program
Post flight comm
Offers
Hotels/Cars
Hospitality
Forums
Referrals
Support
Complains
Loyalty Prog
Social Media
Advertising
Word of Mouth
AIRLINE CUSTOMER JOURNEY
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EXPERIENTIAL THOUGHT LEADERSHIP
Shopped in 100 retail stores
Tracked 80 different marketing
touch points over 90 days
Delivered tailored report cards
and competitive analysis
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• Open Rate
• Click Through Rate
• Cost per Click
• Time on Site
• Bounce Rate
• Close rate per Channel
• Conversion Rate
ENGAGEMENT METRICS ARE IMPORTANT
BUT
SECONDARY
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@KYLEPLACY #ufx2016
“BIG DATA IS LIKE TEENAGE SEX…
EVERYONE TALKS ABOUT IT, NOBODY
REALLY KNOWS HOW TO DO IT,
EVERYONE ELSE IS DOING IT, SO
EVERYONE CLAIMS THEY ARE DOING IT.”
DAN ARIELY
DUKE UNIVERSITY
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4300% INCREASE IN
ANNUAL DATA GENERATION
BY 2020*
*http://www.csc.com/big_data/flxwd/83638-big_data_just_beginning_to_explode_interactive_infographic
70. @KYLEPLACY #ufx2016
70HOW DOES MARKETING EFFICIENTLY MANAGE
DATA?
• Database cleanse should be your top priority
• Get your team off of spreadsheets
• One system of record for the entire company (Good luck)
• Process. Process. Process. Process. Process.
78. @KYLEPLACY #ufx2016
78
I am a marketer.
I’ve written 3 books.
Vice President of Marketing
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
ABOUT KYLE