Digital Marketing Masterclass - Jan 2017 This presentation explores the key customer experience mistakes brands make in their digital advertising, why do they make them and solutions.

1. What are the key customer experience
mistakes that brands make?

2. 1
What are the key customer experience
mistakes that brands make?
• Why do they make them?
• What are the solutions?

3. 2
Three Common Customer Experience
Mistakes
1. Relevancy 2. Channel Mix 3. On-site usability

4. 3
All too often advertisers serve “on-size fits all” creative when they don’t have to
1. Relevancy
• I live in London
• I don’t drive

5. 4
Media spend often does not reflect where people spend their time and make their purchasing
decisions
2. Channel Mix
100% Credit

6. 5
Some brands add unnecessary complexities to consumer’s online experience
3. Onsite Usability
Should have gone to….

7. 6
The primary reasons why advertisers make these mistakes can be put into three groups:
Why Do We Make These Mistakes?
1. Relevancy 2. Channel Mix 3. On-site usability
Time & Resource Misleading Measurement Fragmented Teams

8. 7
We can take practical steps to resolve the underlying issues that drive poor customer
experience
What Are the Solutions?
Time & Resource
Misleading Measurement
Fragmented Teams
Use technology to drive personalisation
at scale
Set appropriate measures of
performance
Use clear, value-based communication

9. 8
Example Audience Segments
Catch Up TV Type Heavy Viewers Box Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically
based on an audiences profile
Technology to Drive Personalisation at Scale

10. 9
Example Audience Segments
Catch Up TV Type Heavy Viewers Box Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically
based on an audiences profile
Technology to Drive Personalisation at Scale

11. 10
Example Audience Segments
Catch Up TV Type Heavy Viewers Box Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically
based on an audiences profile
Technology to Drive Personalisation at Scale

12. 11
Example Audience Segments
Catch Up TV Type Heavy Viewers Box Set Fans
For Freeview we are currently serving 54 different creative executions, served dynamically
based on an audiences profile
Technology to Drive Personalisation at Scale

13. 12
We view measurement as a journey where complexity is added over time
Set Appropriate Measures of Performance
Simple Complex
• Not de-duped
• Inconsistent sources
• Last click wins
• De-duped
• Consistent source
• Last click wins
• De-duped
• Consistent source
• Attributed
• De-duped
• Consistent source
• Attributed
• Cross device
• Omnichannel
• Customer focused
1 2 3 4

14. 13
We have built a complex attribution model for Bathstore that allows us to pull in-store
revenue into our programmatic display and paid search management platforms
Set Appropriate Measures of Performance
Example data

15. 14
Use Clear, Value-Based Communication
Target
Creative Brand Social Web Acquisition PR
CEO, CFO, COO
It’s vital to get all core-teams on the same page by helping them to see the value each
party brings to the overall result

16. 15
Use Clear, Value-Based Communication
The fable of the blind men and the elephant

17. 16
The primary reasons why advertisers make these mistakes can be put into three groups:
Why Do We Make These Mistakes?
1. Relevancy 2. Channel Mix 3. On-site usability
Time & Resource Misleading Measurement Fragmented Teams
Use technology to drive
personalisation at scale
Set appropriate measures
of performance
Use clear, value-based communication

18. 17
Thank you!
sli.do
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