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Stop selling and start serving: how to bring data, creativity and technology together
The document summarizes key points from a conference on combining data, creativity and technology. It discusses how understanding customer journeys is important to provide personalized experiences across interactions. It notes businesses often provide disjointed and impersonal experiences. A presentation discusses recognizing anonymous customers, understanding their journeys through different interactions, and continuing conversations across channels. Another talk outlines finding the "data and creative sweet spot" by using data inputs up front as a springboard for creative ideas while allowing freedom in execution. The document concludes with closing comments from the conference chair.
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Stop selling and start serving: how to bring data, creativity and technology together
- 1. Wednesday 16 September WIFI:Engine Guest Password: V1ctori0us @DMA_UK #dmadata Stop selling and start serving: how to bring data, creativity and technology together
- 2. Welcome from theChair Jason Andrews Executive Creative Director, RAPP @RAPP
- 3. If you stoppeddoing social, why would anyone miss you? Tom Ollerton, Marketing & Innovation Director, We Are Social @mrtomollerton @wearesocial Bit.ly/GINGERBLOKE
- 4. Breakout session one •The Bar Combining data, creativity and technology to serve new customer behaviours Alastair Cole, Chief Innovation Officer, Engine • Arena room (Ground floor) Finding the data and creative sweet spot Anna Foster, Data Director, TMW Unlimited • Reading room (Ground floor) Its not your journey its theirs Darren Loveday, VP, Customer Engagement, Thunderhead
- 5. Combining data, creativityand technology to serve new customer behaviours Alastair Cole, Chief Innovation Officer, Engine @AlastairCole www.tinyurl.com/dmadeckAC
- 6. Effortless Engagement Darren Loveday VP,Customer Engagement
- 7. the landscape haschanged…
- 8. businesses are strugglingto keep up
- 10. Today’s Customer Experienceis often disjointed, irrelevant and impersonal 10 9am Monday 1pm Wednesday 8pm Thursday 11am Sunday 4pm Monday 8pm Tuesday Consumer surfs your site Buys your product Calls customer service Reads billing statement Receives email marketing offer Tries to buy using phone Website: serves generic content to consumer, regardless of device or buying intent E-commerce: fails to proactively deliver relevant content and products to customers Customer service: representative asks for info customer already gave another channel and doesn’t offer the appropriate upsell Mobile: customer doesn’t engage or buy product because frustrated by the mobile phone experience Email campaign: sends customer irrelevant offer based on an outdated demographic segmentation Billing statements: statements are not personalized, brand-optimized or sent via customer’s preferred channel
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- 12. MYTH 2 managing the journey isin your control Send email IgnoreCall Follow up Click Sell Offer Coupon
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- 14. Thunderhead exists toenable brands and consumers to live in harmony. Pioneer in personalised customer communications First purpose-built SaaS for customer engagement
- 15. It’s the relationshipbetween: Engagement is important. Time Choice Value Knowledge Trust
- 16. Broken Conversations You Don’t Even KnowMe Poor Experiences Impersonal & Irrelevant 47% ABANDON PURCHASING after two separate interactions 92% FEEL NEGATIVE when asked to provide information multiple times 62% SWITCH PROVIDER after three negative experiences 87% POOR PERCEPTION when treated with a one-size-fits-all approach Source: Engagement 3.0 US research report, Thunderhead.com, March 2014 The cost of getting it wrong.
- 17. Engages the customer in conversationat the journey interaction point Understands and creates insight by combining journey and customer data Listens to customer journey interactions Recommends in real-time how to best meet an individual customer need ONE Engagement Hub
- 18. Imagine… Knowing your customerneeds Having one real-time personalised conversation Getting more from existing solutions and teams
- 19. Proactively manage journeys,not just interactions 19 9am Monday 1pm Wednesday 8pm Thursday 11am Sunday 4pm Monday 8pm Tuesday Consumer surfs your site Buys your product Calls customer service Reads billing statement Receives email marketing offer Buys upsell product using mobile phone Website: serves consumers relevant content in real time to match buying intent and optimized for their device E-commerce: recognizes customer entering site and offers relevant products based on past behavior and current intent Customer service: representative has access to customer journey and behavior; resolves service issue and upsells customer Mobile: experience is optimized to the device, driving loyalty, repeat visits, and recommendations to friends Email campaign: click-throughs and conversions soar once offers are personalized and based on buying intent Billing statements: personalized and brand-optimized statements are sent via customer’s preferred channel
- 20. What could thismean for your business?
- 21. vision Identified key channel change points To understandand provide a consistent and personalized experience across all Customer Interactions and Journeys outcome Web offer interaction improvement of 20% - 135% Focused, relevant conversations have resulted in a sales uplift of 59% 131% uplift in email response rates vs. previous campaigns
- 22. How did theyachieve the results?...
- 23. Recognise previously anonymous customer interactions 1 Listen and understand theircustomer journeys 2 Hold a consistent conversation across inbound and outbound channels 3
- 24. 12%of customer base recognisedwithin 6 weeks! Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 1Recognise previously anonymous customer interactions
- 25. 2Focused on thecustomer journey to understand every interaction and what it told them about needs, preferences and obstacles
- 27. 3Continue the conversation basedon understanding the customer need irrespective of channel
- 29. “Knowing a customerhad been looked at a particular hotel several times online, I asked if she had a specific reason for returning to that one hotel and it opened a whole new conversation. I told the customer about some offers due to expire in a couple of days and the result… a confirmed booking and a happy customer” Contact Centre Agent
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- 32. Finding the Dataand Creative sweet spot Anna Foster September 2015
- 33. MY FIRST DAYAT WORK…
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- 36. FIRST You need datainput up front Audience, channel, market or brand insight
- 37.
- 38. FACTS The insight shouldbe based on facts not fabrications But storytelling is vital for data practitioners
- 39. Cost to Apple: $100m Free U2 albums: 500m U2back catalogue sold: 7,441 Apple forced to release delete tool
- 40. FREEDOM “my creatives lovethe freedom of a tight brief” Data doesn’t define the execution It should empower, not restrict
- 41. Age of the Andrexpuppy: 42 yrs Scrunch or fold budget: £3m Scrunch or fold votes: 14,728 Andrex sales impact: tbc
- 42. FAITHFUL The data andcreative should still be linked Proximity of the insight to the execution is vital
- 45. FOLLOW UP Measure to findout what worked and what didn’t Use the results to optimise and improve
- 46. UK media spend: £250k UK direct sales: £1m USmedia spend: £350k US reaction so far: nothing UK campaign US campaign
- 47. Creating a springboardfor the best creative ideas
- 48. FIRST FACTS FREEDOMFAITHFUL FOLLOW UP
- 49. FIRST FACTS FREEDOMFAITHFUL FOLLOW UP
- 50. FIRST FACTS FREEDOMFAITHFUL FOLLOW UP
- 51. FIRST FACTS FREEDOMFAITHFUL FOLLOW UP springs
- 52. FIRST FACTS FREEDOMFAITHFUL FOLLOW UP screw adjustments
- 53. FIRST FACTS FREEDOMFAITHFUL FOLLOW UP The springboard for the best creative ideas
- 54. Thank you. Anyquestions?
- 55. The intrinsic motivationof your audience Daryll Scott @daryllscott
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- 79. Breakout session two •The Bar Online/offline media – the customer journey Jamie Cregan, Research & Planning Director, MC&C • Arena room (Ground floor) Predictive Analytics Bill Fischer, Co-Founder, WorkDigital • Reading room (Ground floor) Inspiring people to buy well: how to transform behaviour from engagement to purchase Kevin Slatter, Business Director, Data & Analytics, Geometry
- 177. Closing comments Jason Andrews ExecutiveCreative Director, RAPP @RAPP