They Say Our Love Won’t Pay The Rent | Seattle Interactive 2017
You thought you did everything right. You started with the fundamentals. You built your CRM channel into a proven profit center. Then you got fancy. You did some wild stuff that delighted your bosses and your base. It was a thrill and you got hooked. Then the analysis team called and rained all over your parade. Now what? Join Bob Zammit from Xbox Global CRM as he shares the lessons learned from a decade in the pursuit of love and/or money. - Hear how Xbox leverages its rabid fandom into a profitable CRM discipline that gives back to its subscribers - Explore the business tensions between short term profits and long term customer relationships - See how our successes and failures can inform the customer engagement approach in your business
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (18)
More from Seattle Interactive Conference
More from Seattle Interactive Conference (20)
Recently uploaded
Recently uploaded (20)
They Say Our Love Won’t Pay The Rent | Seattle Interactive 2017
- 2. This is a story of a brand that plays the long game.
- 15. A quick note:
- 17. More than a decade of close partnership has created a well-oiled machine, enabling us to push CRM beyond initial expectations and into some very cool places.
- 27. Xbox Year in Review
- 29. Xbox Year in Review Won “Best of Show” at the ADDY Awards, 11 Gold (6 local, 5 regional), and 2 Silver Nationals.
- 30. no money.* THIS TACTIC MADE
- 31. Even in the face of this data, we do 2 –3 of these every year now and we’re not stopping. Why?
Editor's Notes
- This is an engaged audience. They expect that we treat them with respect and feel ownership of the brand and industry space.
- Introductions & Roles: Bob Zammit with Microsoft & Jacci Johnson with Wunderman
- A quick note on Xbox Live To our user base, it’s the unmatched online service that connects them to the games and entertainment they want, and the people they want to play with. To the CRM team, Xbox Live grants us 2 pretty extraordinary super powers: 1. Hyper-relevant targeting 2. Near perfect measurement
- We have a measurement methodology, and for everything that has worked, more has gone on the cutting room floor because the data shows it doesn’t drive ROI. We keep our own lights on.
- Xbox & Wun have been partnered for more than 10 years. So we’ve had time to test and learn, and got all of our engines running smoothly. If we stopped there, we would have still been a healthy, profitable branch of marketing. But we were still hungry. We kept pushing the envelope. So our last five years have gone beyond the standard CRM emails.
- What we liked about it: - Not crazy tech, just a tight insight on the audience - Partnership with other agencies and globally
- What we liked about it: - By this point, we had established rules and best practices, and knew when to break them. - It was also tech we’d never done.
- What we liked about it: - It enabled us to take advantage of our Xbox Live Data - It was the most personalized campaign we’ve ever done - It was a celebration for the fans
- It’s become clear that these engagement campaigns don’t make money. 5 years in, we’ve quantifiably determined that. Our ROI would increase if we cut them. We continue to keep investing.
- Channel health Need to keep customers coming back Low opt-outs Long-term customers If they stay, they keep buying Invest back in audience Our audience is awesome and they deserve it