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Optimizing customer value at every interaction


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Consumers are boss, supported by unlimited choice & information. This presentation describes how to optimize customer value at every interaction, in a connected world

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Optimizing customer value at every interaction

  2. 2. TOPICS1. The state of marketing today2. A capability model for driving customer engagement in a connected world3. Unlocking value4. Critical success factors
  3. 3. THE END IS NEAR…For marketing as we knew itConsumers are bossOne night standsYelling louderMedia mix reflects yesterday’s consumptionUnsure (or negative) ROI 3
  4. 4. “Oooh, ahhh, that’s how it always starts.Then later there’s running and screaming.” -Ian Malcolm, -The Lost World: Jurassic Park
  5. 5. CAPABILITY MODEL FOR A CONNECTED WORLD Target 15-30% of spend to redirect 5
  6. 6. TAKING FLIGHT…The era of customer engagement driven marketing Connect and project Differentiated value of customers Madmen become mathmen too 6
  7. 7. EXTRAPRISE…NOT JUST ENTERPRISEFocus on your audience, addressable anywhere, reached with certainty Advertiser Safe Haven PublisherProduct Propensities Just Your Audience Online Display TVChannel Preferences Anonymous Match 180mm Profiles 59mm Households Media Preferences Match Mobile Call Center 60mm Users 100 million numbers Anonymize Enhance Advertiser Publisher Audience Audience Social Apps 650mm ProfilesCustomer Behavior Real Time Data Exchange External Insights Delivery IntegrationAttitudes / Personas Partnership Ecosystem Email Print 224mm Addresses 292mm Households 7
  8. 8. THE MASS MARKET IS AN ILLUSIONSome customers are worth more than others. Invest & engage accordingly. NARROWCAST, NOT BROADCAST 8
  9. 9. SPEAKING OF ILLUSIONS… Marketers say… “We generate the branding and strong creative needed to differentiate ourselves in the marketplace.” The CEO/CFO wants to hear… “Our analysis shows our $3 million campaign generated an incremental $22.3 million in revenue. We can continue to generate ROI up to a $4.5 million spend, generating $10.6 million in further revenue, at which point further investment loses money.” 9
  10. 10. UNLOCKING VALUEPrioritizing marketing initiatives in a connected world1. Maximize value from existing customers2. Engage with customers “there”3. Harvest intent from prospective buyers4. Generate demand more insightfully5. Substitute media & channels based upon customer preference
  11. 11. UH, NOT EXACTLY… 11
  12. 12. CRITICAL SUCCESS FACTORS Key marketing principles for a connected worldNot all customers are created equal. Engage/invest accordingly.Prioritize programs by impact upon customer portfolio value.Target your multi-dimensionally defined audience . Otherdefinitions waste money.Leverage a safe haven to “anonymize & match” proprietarycustomer data. Demand key partners participate.Remember every interaction & learn. Personalize, coordinate,test & measurePlay the data as it lies. Be “in market” in a career relevanttimeframe.Harvest “easy money” while pursuing “big money” 12
  13. 13. ONE FINAL THOUGHT“…in Italy for 30 years under the Borgias they had warfare, terror, murder, and bloodshed, but they produced Michelangelo, Leonardo da Vinci, and the Renaissance.In Switzerland they had brotherly love - they had 500 years of democracy and peace, and what did that produce? The cuckoo clock.” - Harry Lime, The Third Man
  15. 15. THANK YOU. QUESTIONS? Discover more at