Consumers are boss, supported by unlimited choice & information. This presentation describes how to optimize customer value at every interaction, in a connected world
This document discusses how decision sciences and the humanities/arts will be increasingly important together in the future for life and careers. It notes faster innovation, shorter product lifecycles, and large amounts of unused data and intangible corporate assets. It emphasizes developing a growth mindset through intellectual humility, curiosity, and continual learning. It argues that while technology and data are important, they must be combined with understanding from the humanities to have meaningful impact. The future will require openness to new ideas and blending analytical and creative skills.
Marketers have a confusing palette of marketing initiatives at their disposal. This presentation explores how marketers should prioritize initiatives in the connected world
This document discusses the importance of personalized, multi-channel marketing strategies for driving customer engagement. It presents a capability model for companies to better understand their customers through insights, reach valuable customers across channels, and deliver personalized experiences. The model emphasizes segmenting customers based on value, narrowcasting communications rather than broadcasting, using multidimensional insights beyond online behavior, and coordinating engagement across media to increase ROI from 4-17 times. While these strategies may seem obvious, many companies are still under-investing in high-value relationships and over-investing in low-value ones.
Analytic opportunities for you, companies and the worldTim Suther
Explore how people, companies and communities are using analytics to improve healthcare, personal safety, drive growth and create career opportunities. Examine "how you can," "whether you should," and historic parallels to other transformative changes
This document discusses customer value optimization (CVO), which focuses on increasing the lifetime value of customers rather than short-term conversion rate optimization. CVO involves using a lead magnet to attract potential customers, a low-cost "tripwire" offer to qualify leads, testing the conversion rate of core offers, and maximizing profits through upsells, cross-sells, and returning to past customers with additional offers to increase their lifetime value. The goal is to spend the most to acquire customers and nurture long-term engagement through continuous offers and communication.
C-level success guide to business analyticsTim Suther
The intelligent use of information represents perhaps the most important issue for business today. However, its terminology and technology can make business analytics seem indecipherable. This presentation helps senior executives focus on how to identify, prioritize, organize and govern business analytics opportunities, including best practices and common missteps. The presentation contains dozens of tangible ideas and steps that maximize the use and value of business analytics in your organization.
El documento presenta una introducción a la inteligencia de clientes (CI). Explica que la CI se centra en el uso efectivo de datos sobre clientes para mejorar la relación con ellos. Incluye algunas técnicas como clasificación, reglas de asociación y agrupamiento que pueden usarse con CI. También discute oportunidades como incorporar nuevas tecnologías como análisis de redes sociales y datos abiertos, así como desafíos de la CI.
This document discusses how decision sciences and the humanities/arts will be increasingly important together in the future for life and careers. It notes faster innovation, shorter product lifecycles, and large amounts of unused data and intangible corporate assets. It emphasizes developing a growth mindset through intellectual humility, curiosity, and continual learning. It argues that while technology and data are important, they must be combined with understanding from the humanities to have meaningful impact. The future will require openness to new ideas and blending analytical and creative skills.
Marketers have a confusing palette of marketing initiatives at their disposal. This presentation explores how marketers should prioritize initiatives in the connected world
This document discusses the importance of personalized, multi-channel marketing strategies for driving customer engagement. It presents a capability model for companies to better understand their customers through insights, reach valuable customers across channels, and deliver personalized experiences. The model emphasizes segmenting customers based on value, narrowcasting communications rather than broadcasting, using multidimensional insights beyond online behavior, and coordinating engagement across media to increase ROI from 4-17 times. While these strategies may seem obvious, many companies are still under-investing in high-value relationships and over-investing in low-value ones.
Analytic opportunities for you, companies and the worldTim Suther
Explore how people, companies and communities are using analytics to improve healthcare, personal safety, drive growth and create career opportunities. Examine "how you can," "whether you should," and historic parallels to other transformative changes
This document discusses customer value optimization (CVO), which focuses on increasing the lifetime value of customers rather than short-term conversion rate optimization. CVO involves using a lead magnet to attract potential customers, a low-cost "tripwire" offer to qualify leads, testing the conversion rate of core offers, and maximizing profits through upsells, cross-sells, and returning to past customers with additional offers to increase their lifetime value. The goal is to spend the most to acquire customers and nurture long-term engagement through continuous offers and communication.
C-level success guide to business analyticsTim Suther
The intelligent use of information represents perhaps the most important issue for business today. However, its terminology and technology can make business analytics seem indecipherable. This presentation helps senior executives focus on how to identify, prioritize, organize and govern business analytics opportunities, including best practices and common missteps. The presentation contains dozens of tangible ideas and steps that maximize the use and value of business analytics in your organization.
El documento presenta una introducción a la inteligencia de clientes (CI). Explica que la CI se centra en el uso efectivo de datos sobre clientes para mejorar la relación con ellos. Incluye algunas técnicas como clasificación, reglas de asociación y agrupamiento que pueden usarse con CI. También discute oportunidades como incorporar nuevas tecnologías como análisis de redes sociales y datos abiertos, así como desafíos de la CI.
DMA 2009 iDirect presentation Stan Rapp & Tim SutherTim Suther
This document summarizes a presentation about iDirect marketing. It discusses four fundamentals of iDirect marketing: 1) data is the new black and knowing customer value, 2) optimization requires a 360 degree customer view, 3) the confluence of insight and media, and 4) accountability and execution. Examples are given of how iDirect marketing has increased revenue and reduced costs for companies. The presentation concludes by outlining 10 ideas for an iDirect mindset to increase business results.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
The document discusses how customers are more influential than a company's advertising in building its brand. It emphasizes that customers talking to other customers about a company or its products is important. The linear purchase funnel model is outdated, and companies must find ways to engage customers throughout the purchasing cycle and after purchase as well. Integrating social media, mobile strategies, content creation and CRM can help amplify customer conversations and influence. Companies should listen to what customers are already saying before determining how to participate in the conversation.
Acxiom Corporation is a marketing services company that provides data, analytics and technology to help clients better understand and engage with their customers across channels. It manages one of the largest consumer databases in the world containing information on over 700 million consumers and 126 million households. Acxiom offers an interactive marketing platform and services to help clients optimize their marketing communications, promotions, and customer relationships across channels in real-time. The platform provides a unified view of the customer and rules-based tools to recognize customers, understand their behaviors and preferences, and deliver personalized experiences across digital channels.
This is a presentation I give to marketers who are using traditional methodologies to "communicate" with their core audiences. The purpose of this presentation is to educate and introduce traditional marketers and advertisers to the new consumer truths as well as educate them on the basics of interactive marketing and creative standards that fuel consumers conversations.
This is also used as a 101 to traditional agencies that are trying to build a digital culture with in their discipline sets.
The document provides an introduction to digital marketing concepts for traditional marketers and agencies. It discusses how consumers have changed and now expect to engage with brands through two-way conversations rather than one-way advertising. It emphasizes that successful digital marketing involves creating conversations with consumers by appealing to them on an emotional level and giving them stories worth sharing with others through word-of-mouth. It also outlines key concepts like user-centered design, microsites, analytics and the importance of a balanced team with the right skills to implement these strategies effectively.
1310 omma mobile sponsored lunch grey stripeMediaPost
The document summarizes Greystripe's mobile advertising network capabilities. Greystripe provides (1) advanced targeting using proprietary data on 212 million profiles, (2) engaging ad formats like interactive full-screen ads, (3) cross-platform reach across devices and platforms, and (4) custom creative services. It positions Greystripe as the leading mobile ad network that delivers measurable results through its solutions and customer-focused approach.
People-based Marketing: How Data, Automatisation & Customer Centricity usher ...Namics – A Merkle Company
People-based marketing leverages user-based data, marketing automation technology, and a customer-centric approach to personalize experiences across digital touchpoints. It addresses limitations of past approaches by bridging data silos, organizational silos, and the gaps between channels and devices to develop a unified view of each individual customer. Implementing people-based marketing requires consolidating user data, using tools like a data management platform, and providing value for users to log in and be identified deterministically. Together, the three pillars of user-based data, marketing automation technology, and customer centricity allow for highly personalized experiences and interactions at every stage of the buyer journey.
CRM Metrix presented: "IS SOCIAL MEDIA THE ALMIGHTY CONSUMER TOUCHPOINT?"
Where: Chicago WAW at the Hard Rock Chicago
When: June 9, 2010
Who: Hemen Patel
This document discusses how technology can impact title insurance marketing and real estate. It covers 3 core technologies that can boost productivity in title/escrow work and use of social media/CRM systems. It outlines lessons for an effective social media strategy, including differentiating your brand and understanding market disciplines of leaders. The document stresses the importance of customer service and experience in an increasingly commoditized industry, and how to utilize various technologies to engage customers.
The document discusses the evolution of transparency in branding from opacity in the 1950s-70s to translucency in the 80s-90s and predictions for the future of transparency and social markets. It argues opacity and translucency lock brands into static propositions and blind them to alternative models while complete transparency, if embraced, can improve decision quality for stakeholders and lead to collaboration between organizations and their stakeholders in the new "social market."
The document discusses the formation of BrandAlliance, a promotional marketing company formed by six leading Canadian distributors. It outlines challenges in the fragmented promotional products industry and how BrandAlliance aims to address these challenges by combining the strengths of its partners. The goals for BrandAlliance include becoming the strongest brand in the industry within 5 years through collaborative efforts on culture, talent, systems and national presence.
How do you connect the worlds of social and mobile with affiliate marketing ROI? By connecting your customer at multi-touch points through the new marketing conversion called brevenue.
Experience level: Intermediate
Target audience: Merchant/Advertiser
Niche/vertical: Lead Generation
Declan Dunn, Managing Partner, Dunn Direct Media (Twitter @declandunn)
This document discusses various ways that social media can be monetized through four main plays: 1) engaging users directly, 2) building communities, 3) providing utilities, and 4) social advertising agencies. It notes that while many social media companies have struggled to generate revenue, opportunities exist in areas like behavioral targeting, mobile advertising, and facilitating conversations between brands and consumers. The best practices for profit involve providing real value to users, focusing communities, and monetizing user behavior and transactions.
Vanilla Ice's marketing approach provides lessons for building closer customer connections. His strategies include making your own game to stand out, building a network of influencers, leveraging that network for growth, throwing great parties to engage customers, facilitating conversations rather than forcing them, being involved both online and offline, and consistently putting in the work with authenticity and a higher purpose. Brands must collaborate with customers, listen to them, and allow them to participate in creating the brand.
Driving Customer Engagement Through Multichannel MarketingTim Suther
This document discusses the need for companies to shift to a multichannel marketing approach to better engage customers. It identifies 4 strategic opportunities: 1) remixing media to match consumer consumption, 2) investing to enable recurring revenue and engagement, 3) improving media effectiveness, and 4) recognizing customer information as a key asset. The document argues that implementing a multichannel strategy with a focus on customer data and personalized engagement can improve marketing returns significantly.
5 Strategies to Market in the Digital Age - 2012 Event Marketer SummitDavid Rogers
The document summarizes key strategies for companies to thrive in a digital age by leveraging customer networks. It discusses moving from mass marketing directly to companies to customer network marketing, where customers connect and influence each other. It outlines five key strategies - access, engage, customize, connect, and collaborate - for inspiring customer advocacy. It also provides a five-step process for developing a strategic customer network plan, including setting objectives, segmentation, strategy selection, execution, and measurement.
A capability model for successfully reaching & engaging consumersTim Suther
Highlights 4 key capabilities to reach/engage customers in a connected world. 1) Reach/engage your audience by narrowcasting, 2) multidimensional insight - filter out the false signals that cost money and harm brands, 3) create a central nervous system - the synapse to send/receive stimuli then recalibrate, and 4) personalized/coordinated engagement at the moment of truth, when customers are engaged with your brand, and when they're out living their life. These capabilities can facilitate redirection of 15-30% of marketing programs/media spend
80% of online advertising fails to reach its intended audience - that's an $11 billion "fail". This white paper explores how advertisers & marketers can reach with certainty, enabling a hyper-focus on high value opportunities
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1. A NEW ERA FOR MARKETING
OPTIMIZING CUSTOMER VALUE AT EVERY INTERACTION
Tim Suther
Chief Marketing Officer
®
2. TOPICS
1. The state of marketing today
2. A capability model for driving customer engagement in a
connected world
3. Unlocking value
4. Critical success factors
3. THE END IS NEAR…
For marketing as we knew it
Consumers are boss
One night stands
Yelling louder
Media mix reflects yesterday’s consumption
Unsure (or negative) ROI
3
4. “Oooh, ahhh, that’s how it always starts.
Then later there’s running and screaming.”
-Ian Malcolm,
-The Lost World: Jurassic Park
6. TAKING FLIGHT…
The era of customer engagement driven marketing
Connect and project
Differentiated value of customers
Madmen become mathmen too
6
7. EXTRAPRISE…NOT JUST ENTERPRISE
Focus on your audience, addressable anywhere, reached with certainty
Advertiser Safe Haven Publisher
Product Propensities Just Your Audience
Online Display TV
Channel 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 Profiles
Customer Behavior Real Time Data Exchange
External Insights Delivery Integration
Attitudes / Personas Partnership Ecosystem Email Print
224mm Addresses 292mm Households
7
8. THE MASS MARKET IS AN ILLUSION
Some customers are worth more than others. Invest & engage accordingly.
NARROWCAST,
NOT BROADCAST
8
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. UNLOCKING VALUE
Prioritizing marketing initiatives in a connected world
1. Maximize value from existing customers
2. Engage with customers “there”
3. Harvest intent from prospective buyers
4. Generate demand more insightfully
5. Substitute media & channels based upon
customer preference
12. CRITICAL SUCCESS FACTORS
Key marketing principles for a connected world
Not all customers are created equal. Engage/invest accordingly.
Prioritize programs by impact upon customer portfolio value.
Target your multi-dimensionally defined audience . Other
definitions waste money.
Leverage a safe haven to “anonymize & match” proprietary
customer data. Demand key partners participate.
Remember every interaction & learn. Personalize, coordinate,
test & measure
Play the data as it lies. Be “in market” in a career relevant
timeframe.
Harvest “easy money” while pursuing “big money”
12
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