Weight Watchers implemented a high-speed, global personalization effort to modernize their marketing technology in two months. They organized cross-functional teams to test segmentation and dynamic content strategies across multiple markets in parallel. This agile, multi-market development approach allowed them to generate 12 million unique customer journeys, launch in 11 countries, deploy the new system in 8 weeks, and see a 15% impact across key performance indicators. Moving forward, Weight Watchers aims to expand omni-channel capabilities and further integrate personalization into their apps and products.

1. Weight Watchers Earns Points for High-
Speed, Global Personalization Effort
Mike Olsson, Senior Director, CRM & BI, @mikeolsson
Stephanie Fitzgerald, Marketing Tech Lead

2. Goals –Advance Marketing Tech in 2 months
What is it to define to
Modernize Marketing
Tech?
How did we organize the
team?
What are the results and
where do we go from
here?
1 2 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. 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. 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. Maximize Team Strengths
Salesforce
Technical Tasks &
Consultation
Internal Marketing Tech
Tech, Marketing, Data
Strategy & Management
Local Marketing
Segmentation & Content
Strategy
1 2 3

7. Learning and Experimentation
UK – comprehensive, segmented offer
testing with real time results
US – member “welcome” series with
dynamic content

8. Agile Multi-Market Development
Idea
Develop
Launch
Evaluate
Modify

10. The Results: 12 Million
Journeys variations, 11
Countries, 8 Week Deploy,
528 Templates ~15% impact
across core KPIs

11. 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

12. 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

13. Questions?

14. Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco, CA