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Weight Watchers CNX2015 Presentation


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Building a successful customer journey when you have multiple business units starts with a focus on the customer, but it also requires recognizing the unique needs of your internal marketing teams. What does it mean to implement a marketing solution rapidly and across markets or borders? How do you remain agile, allow for local experimentation, and incorporate your results, all while maintaining a consistent foundation?

Learn how Weight Watchers moved the needle by using a combination of off-the-shelf technology, a nimble approach, team collaboration, and a sometimes scrappy low-tech attitude to deploy customer journeys in North American and European markets in under 8 weeks.

Mike Olsson, Senior Director, CRM and BI Applications for Weight Watchers International
Stephanie Fitzgerald, Marketing Technology Lead for Weight Watchers International

Published in: Marketing
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Weight Watchers CNX2015 Presentation

  1. 1. Weight Watchers Earns Points for High- Speed, Global Personalization Effort Mike Olsson, Senior Director, CRM & BI, @mikeolsson Stephanie Fitzgerald, Marketing Tech Lead
  2. 2. Goals –Advance Marketing Tech in 2 months What is it Modernize Marketing Tech? How did we organize the team? What are the results and where do we go from here? 1 2 3
  3. 3. The Challenge: Meet the needs of three important groups Consumer is core Local markets need freedom to experiment Global technology allows for economies of scale Global Technology Local Market’s Need Consumer’s Need
  4. 4. Starting Point: Establish a baseline and then Evolve Take stock of each market’s maturity Understand the challenges - data, team resources, capabilities, funding Establish micro-goals Develop disciplined Test and Learn
  5. 5. Strategic, localized learnings to inform global decisions How does the tool work? Does the functionality support our goals? Select mid- size markets to test Set varying goals for functionality testing
  6. 6. Maximize Team Strengths Salesforce Technical Tasks & Consultation Internal Marketing Tech Tech, Marketing, Data Strategy & Management Local Marketing Segmentation & Content Strategy 1 2 3
  7. 7. Learning and Experimentation UK – comprehensive, segmented offer testing with real time results US – member “welcome” series with dynamic content
  8. 8. Agile Multi-Market Development Idea Develop LaunchEvaluate Modify
  9. 9. The Results: 12 Million Journeys variations, 11 Countries, 8 Week Deploy, 528 Templates
  10. 10. Actionable Ideas: Apply these lessons to your organization “Micro” Goals – Pick a goal achievable in a day or two as a way to build platform confidence Consumer Journey “Lookbook” – Build a real world experience for your Senior executives Establish a Learning Cadence – Establish a goal whether you plan to learn or focus on revenue with a strict cadence
  11. 11. Where do we go from here? • True Omni-channel – In-App, Content Marketing, Push, SMS, Social… • Rapid Iteration of Journeys and Creative • Deeper Integration with our Apps and Products
  12. 12. Questions?
  13. 13. Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA