Meysam Moradpour
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The document discusses digital payments trends, including that digital commerce will reach $27.3 trillion by 2023, mobile payments will grow to $1 trillion by 2023, and digital wallet users will increase to 50% of the population by 2023. It provides statistics on current and projected sizes of digital payments markets from a report by Business Insider Intelligence.
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Gib Bassett, Customer Success Director at Salesforce, discusses charting a course to intelligent customer experiences with AI. He emphasizes identifying aspects of customer experience that can be improved, prioritizing improvements, focusing on quick wins, building an evolving portfolio of improvements, and measuring business value. The presentation also discusses overcoming barriers to AI adoption such as defining strategy and use cases, and identifying a starting point for AI projects.
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This document summarizes a presentation about using culture to drive customer experience. It discusses how culture is important to both employees and customers. An effective culture aligns employee and customer experiences around business strategy. There are two approaches to culture change - targeted interventions for specific issues, or holistic transformation. Behavioral science can identify root causes of behaviors and test targeted interventions through pilots before scaling changes. The presentation provides frameworks for diagnosing issues, designing interventions using concepts like choice architecture and social norms, deploying pilots, and measuring their impact.
Acclimate to the Voice of Customers
This document discusses lessons for scaling a business based on climbing Mount Everest. It outlines four steps: 1) Prepare by lining up support and bringing purpose. 2) Adapt when facing challenges like equipment breaking or weather changes. 3) Acclimate by going back and forth to progressively higher camps to adjust. 4) Celebrate accomplishments, first with IV fluids and later with champagne. It argues that acclimating to the voice of customers through active listening and building understanding can drive growth and differentiation for organizations.
The Customer Experience Conundrum
This document discusses the "customer experience conundrum" faced by many organizations. It notes that while 78% of brands measure customer experience, many see limited impact on CX or return on investment. This is due to narrow CX focus, siloed customer data, unempowered employees, and traditional analytics. The document recommends that organizations achieve holistic CX impact by integrating five areas: CX vision, 360 customer profiles, advanced analytics, employee experience, and innovation. It identifies actions organizations can take in each of these areas and notes that currently only a small percentage feel they have matured in these aspects of CX management. The document concludes by stating the reader should aspire, assess, and activate to advance their CX journey.
Jon Lau
This document provides an overview of bringing a company's programmatic advertising efforts in-house. It introduces the author and their experience, outlines the reasons for bringing programmatic in-house including greater control and lower costs. It describes how the in-house team was structured initially and how it has grown, and compares in-house efforts to working with a managed service partner. It also highlights some programmatic creative innovations the team has implemented, the importance of bid modeling, and what they hope to achieve in the future including more automation.
Maninder Singh
This document discusses opportunities to automate and standardize workflows in media and advertising sales processes. It analyzes various processes like order management, traffic management, billing and reconciliation. It finds that many processes are non-standard, involve multiple systems and lack integration. This leads to increased turnaround times, errors and revenue leakage. The document estimates the automation potential for various processes using robotic process automation and smart workflow tools. It recommends approaches like using APIs and rule-based decision making to simulate actions and streamline processes. Standardizing workflows, integrating systems and introducing automation can help improve operational efficiency, customer experience and margins.
Parker Burgess
The document discusses reimagining how companies identify product "intenders" or people actively shopping for a product. It uses examples of Ryan, Brandon and Irene to show that current methods often mislabel people as intenders when they have only passively engaged with a product or category. Irene, who is actively browsing and comparing laptops on ecommerce sites, represents a true product intender. The document argues that harnessing first-party data from a company's own platforms provides better insights than third-party data to identify true intenders and improve how data is used.
Allison Beck
1. Programmaddicts is a programmatic consulting firm that provides customized services to help clients unlock and scale new revenue streams through programmatic channels.
2. They offer strategies around amplifying first party data as cookies decline, streamlining private marketplaces, refining approaches in the market, and empowering direct sales teams with programmatic knowledge.
3. The document discusses trends in the programmatic industry like the growth of video and shift to open market spending, and emphasizes identifying all stakeholders in the programmatic buying process to implement a multitouch sales approach.
Anne Frisbie
The document discusses how programmatic advertising within mobile apps has evolved over the past decade and what may define it in the next decade. It notes that in the past decade, app marketing focused on installations, gaming, social media, geo-targeting, and some upper funnel video ads, while programmatic advertising has now replaced older ad network models. Going forward, the document predicts that app marketing will increasingly tie online and offline metrics, focus on remarketing to existing app users, leverage mobile intelligence, and aim for closed-loop solutions through greater harmony between buy-side and sell-side platforms.
Daniel Papalia
This document discusses changes in the digital advertising landscape as cookies become less effective for tracking users. It notes that Apple, Google, and GDPR regulations have all limited the use of third-party cookies. The document proposes focusing on understanding users' intent from their on-site behaviors and content consumption, rather than relying on cookies. It provides examples of how a publisher could target ads to those interested in cold/flu topics based on their on-site engagement rather than cookies. The key takeaways are to focus on goals of reaching the right person at the right time, understand audiences from first-party data signals, and ensure tools adapt to changes in tracking capabilities.
Kate Connally
The document outlines seven critical stages for product, product marketing, and growth teams to work on together: 1) decide what to build, 2) build it, 3) decide who to serve, 4) get discovered, 5) build regular use, 6) get value for it. It then details seven "must-do's" to achieve these stages: 1) clarify the value proposition, 2) find the core loop, 3) make the core loop valuable, 4) measure the funnels, 5) keep optimizing the core loop, 6) instrument for rapid iteration and scale, 7) guide the creatives. The document provides guidance on each must-do, focusing on understanding customers, the product experience, measuring
Dovas Zakas
The document discusses three questions to challenge a company's 2020 growth strategy. Question 1 addresses whether the company is optimizing key performance indicators (KPIs) like customer lifetime value (CLV) and customer acquisition cost (CAC). Question 2 examines if the marketing team structure enables growth through specializations like performance, brand, and retention marketing. Question 3 considers how to keep the growth engine constantly running through diversifying channels, referrals, reactivations, and subscription boxes. The document aims to prompt companies to evaluate these areas of their growth strategy for the new year.
Saumil Pandey
This document discusses marketing strategies for reaching Millennials and Gen Z. It recommends focusing on purpose, providing experiences, using social media, and adopting an omnichannel approach. Specific tactics include promoting social causes, community events, and user-generated content. It acknowledges challenges like complex data and high expectations but argues that agencies using machine learning can help navigate these issues and optimize marketing performance.
Arti Sahgal - Heineken
Driving Consumers down the eCommerce Purchase Funnel: How to gauge true ROI with Data-Driven Performance Marketing
Chris Clemente - WebMD
This document discusses improving personalization of content for physicians on Medscape. It notes that email currently drives a large percentage of traffic but the physician audience is specialized. Personalizing content based on physicians' specialties, subspecialties, individual interests and other factors could help Medscape engage users better and reduce churn. The document outlines challenges and proposes a multi-phase plan to build out personalization capabilities, including improving targeting of content, analyzing user behavior and interactions, and optimizing the user experience across channels. The goal is to deliver more relevant content to physicians in order to grow reach and engagement with the platform.
Kenneth Kinney
This document provides tips on how to apply behavioral science techniques to increase e-commerce conversion rates. It recommends learning the core neuroscience principles that drive customer buying behavior in order to craft more compelling content. Specific strategies mentioned include priming, attention, reducing negative reactions, social proofing, using unexpected elements to draw distinction, reminding customers of rewards, and testing campaigns extensively. The document emphasizes testing different approaches as there is no single right formula for success.
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