The document outlines the agenda for the Global Directions Conference on September 25, 2013, including sessions on customer engagement strategies for various industries and presentations from thought leaders in fields like psychology, decision making, and data modeling to inform digital marketing approaches. Key statistics are also shared about declines in traditional media like print yellow pages and newspapers alongside the rise of online information sources and need for new business models. The conference aims to facilitate multi-disciplinary conversations around using behavioral science, data, and technology to optimize customer experiences across digital channels.

1. Global Directions Conference
September 25, 2013

2. Tahzoo is a leading customer
engagement agency that empowers
Global 1000 enterprises to create and
deliver customer experiences that are
engaging, relevant and persuasive
across digital channels and devices.

3. Retail, Auto & Consumer Services
Financial Services
Technology
Healthcare
B2B

5. “I do not regard
advertising as
entertainment or
an art form, but
as a medium of
information.”
-David Ogilvy

7. Between 2009 and 2011 the amount of consumer references to the
print Yellow Pages dropped by 4.6 Billion
In states where receiving the phone book is opt-in fewer than 2% choose to do so.
Even when it’s free people choose not to use it.

8. Between 1999-2009 more than 75,000 Travel Agents lost their jobs.
What happened?
They lost their role as gatekeepers of information.

9. Between 1990 and 2010 The Los Angeles Times circulation roughly
halved- falling from 1.2 million people to just over 600,000
Newspapers and magazines, not recognizing the potential for online journalism,
charged people pennies for their services but now are beginning to find a sustainable
business model.

11. “The intangible
sum of a
product's
attributes: its
name,
packaging, and
price, its history,
its reputation,
and the way it's
advertised.”
-David Ogilvy
Short form advertising

12. A dialogue between
companies and
consumers which
shapes customer
attitudes, informs and
enables so that they
can make an educated
purchasing decision

13. •! Getting the right
data and
developing a
conceptual
framework for
interpreting it
•! Sequencing
Content to reflect
the state of the
individual
•! The Anonymous
user problem

14. Information
Architecture
Creative
Process
Psychological
Learning Models
Social
Intelligence
Mathematical
Models
Decision
Making Theory
The time for
debate between
multi and
interdisciplinary
approaches is
over.

15. Daniel Kahnemann
“Behaviorist” Daniel Kahneman
observed that while economic models
may be clearer with such an
assumption they leave a lot
unexplained.
He posited that we rank according to
potential cost/benefits (reward) and
then evaluate them according to their
likeliness to occur (risk).

16. Robert M. Gagné
He was an educational psychologist
known for his “Conditions of Learning”.
His work is sometimes summarized as
the Gagné assumption which declare
that different types of learning exists.

17. Jean Piaget
He was a developmental psychologist
and philosopher who created the
theory of cognitive development.
He was also the “great pioneer of the
constructivist theory of knowing”.

18. Thomas Bayes
The mathematician who created
methods in probability and statistics.
His most well-known methods are
related to statistical inference known as
Bayesian probability, Bayes’ theorem
and Bayesian inference.

20. Unknown
Known
Campaign
Mapping
Attract
•!
•!
•!
•!
•!
Corporate Taxonomy
Site Optimization
Drive to Web/
Campaign Mapping
Triggers
Probabilistic Models
Content
Marketing
Convert
•!
•!
•!
•!
•!
Social personas
Shareable content
modeling
Channel preference
Taxonomy of learning
objectives
Taxonomy of product
marketing
Data
Modeling
Retain
•!
•!
•!
•!
•!
Behavioral Modeling
Behavioral targeting
Next Best Offer
Actionable Sales
Intelligence
Life Time Value

22. Brand
General Info
Product Info
Legal
TA's Role in the active lifestyle
Life Insurance basics/types
Trendsetter Super overview
Privacy Policy
History
Application overview
Accidental Death overview
Terms and Conditions
Leadership
Glossary
Encore Dental
Outside Resources disclaimer
Allison Bureau
General (miscellaneous) info
Personal Plan Builder
David Nall
Organizations and associations
Get-a-Quote
Rebecca Scales
Ratings agencies
Lifetime Chicago Tri
El Tour de Tuscon
San Francisco Rock'n'roll
Marathon
Get To Know TA's Partners
List of Partners
Event's sponsored by TA
our-partners
Social Media
Careers
Log in field

23. A.! Carousel Hero
Carousel Hero
Tri-box Area
Content
1. Select hero image based on campaigns
2. White arrow icon for CTA button
HTML Fixes
1. H1 or headline over the hero image text needs to have more space
between letters
2. Decrease the line-height of the H1 font over the hero image
3. Increase the size of the CTA button
4. Brighter color CTA button on each hero carousel image
5. Remove the tertiary navigation to the carousel
6. Placement of CTA buttons should be consistently placed in the right two/
thirds - middle to lower half of the hero image area
7. Adjust images, if necessary, to accommodate the new CTA button location
B. Tri-box area
HTML Fixes
1. Make the headline one line
2. Move the headline text above the image
3. Make headline, image, CTA all links
4. Add links ot images and headline of “tri-box” area
5. Adjust the order of text, images, copy for the “tri-box” area
CSS Fixes
1. Use darker grey for text
2. Larger font for the CTA

24. Triggers
State
Referring Site:
www.intelliquote.com
Search Term:
Campaign Link:
Authentication
Session
Region (Geo-Location):
East Coast – New York
Replace Default Picture with Cityscape or East Coast
Landmark
Replace with Large Quote CTA
Viewed Tagged Content:
Life Insurance
Returning Visitor:
Yes
Age:
Gender:
Male
Previous Quote Available:
Yes
Replace with High Quality, Best Offer
Copy
Replace
with Family
Protection Copy

25. 1.!
2.!
3.!
4.!
1
4
2
Headline
Copy
Call-to-Action Button
Hero Image Area
3
First ‘hero’ based on SmartTarget Rules
Second ‘hero’ based on SmartTarget Rules
Headline
Give them the security they deserve
Headline
Plan for your future security
Copy
Provide supporting copy to match messaging
and tone
Copy
Provide supporting copy to match messaging
and tone
CTA Button
Get quote
CTA Button
Specified term life product
Hero Image
Happy family with children - younger parents
Hero Image
Happy family with no children - younger adults

27. !"#$%"&'"(#)'*)$+,#-./0#*"1".&%#+2'(."(#,+/2*&'(#*/3)&%#3/'1".*&4/'*#
1.! First time trip planners
Already booked, getting ready for
their first trip
2. Thrill Ride Enthusiasts
Want to know the latest about new
rides and share their experiences
3. Character Fans
Everything and anything about
their favorite movie character

28. 50%
Need
Key Channel
Want to be the first to know and
want to show off to others
40%
Twitter, Instagram, Facebook
44%
20%
30%
32%
24%
10%
Key Message
We’ll get your adrenaline pumping
with new thrills every time you visit
0%
First
Timers
Thrill Ride
Descriptive Detail
•!
•!
•!
•!
•!
Thrill ride enthusiasts tend to be repeat visitors and know all details about the park & rides.
They represent the largest and most active group on social channels.
Opinionated and vocal, they are the most loyal, but the most critical.
They engage with fellow thrill riders, but don’t tend to communicate with other personas.
They dominate Youtube and Instragram, posting the most images and video.
Fans

29. • By analyzing shared content, we determined 3 categories that defined each piece of
content: type, theme, and underlying message.
• By breaking these down into semiotic codes, we can then quantify the primary drivers
of sharing by category.
Content Types
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
News
Viewpoint
Quotes
Gossip
Call to Action
Speculation
Expectation
Publications
Contest
Joke
Personal Story
Stats
Poll
Snapshot
Artifact
Interview
Quiz
Themes
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Vacation
Family
Harry Potter
Rides
Movies
Weather
Holidays
Florida
Celebrities
Once in a Lifetime
Unknown Wonders
Orlando
Disney
Theme parks
Wizarding World
Discounts
Underlying Messages
1
You should know this
2
We love great days
3
Thrills
4
The next big thing
5
It’s worth the wait
6
Be patient
7
Relax and enjoy
8
Too cool
9
Don't want to leave
10 Greatest day of my life

30. Pre-Trip: Build Excitement & Anticipation
T-60 Days
T-30 Days
T- 1 Week
In-Trip
Trip Week
Post-Trip: Share the experience
1 Week Post
30-days Post
60 Days Post
Thanks for your visit, tell
your friends
Share your memories
Book your return
early and save
First Timers
Get ready for the time Tips to make your visit
of your life
memorable
Packing list –
don’t forget…
Thrill Riders
Check out the latest
new rides
Share what you’re
looking forward to
Got everything
ready
Share your
favorite ride
Upload your video, rate the
rides
Join the club
Book early and save
Learn what others are
saying
Take a quiz and test
yourself
Latest updates
Share your
wizarding
experience
Share with fellow fans
Join the club
Book your return
trip and get special
extras
Character
Fans

31. Channel
Before the Trip
During the Trip
Post Trip
Website
Learn about the Park
Up to date alerts
Ratings & Reviews
Blog
Learn what's happening
N/A
Comments
Forums
Get tips and advice
N/A
Share experience
Twitter
Search info
② Share real-time experiences
N/A
Facebook
See others' experiences
Share real-time experiences
Share experience
Instagram
① See others' images
① Share real-time experiences
① Share experience
YouTube
See others' video
N/A
② Share experience
App
Engagement
Real-time Engagement
N/A

33. Social Media
Referring URL & Search
Recency & Frequency
IP Address
Abandoned Baskets
Internal Search Terms
Retargeting
Delivery of relevant content, price
sensitivity
Errors Received
Media Player Interaction
Text Entered & Deleted
Files & Items Viewed
Mobile Apps
Browsing Behaviour
Device Used
Profiling & personalization
Location & history
Customer experience
Personalization
Relevance & customer experience
Campaign effectiveness
Customer engagement
SCV & brand loyalty
Profiling, SCV, rendering & level of
immediacy
Timing & tone
Fraud detection

34. Suggested summer wear!

36. +
=
CRM Data
Customer model
Social intelligence
Self-optimizing offers
Behavioral history
In-session real-time clickstream data
Predictive Personalized Dynamic Content
Email
Sale:
Kids
swimwear

37. Tier 1 – Free overnight
shipping
Tier 2 – Free overnight
shipping with
minimum $100
purchase
Tier 3 – Free regular
shipping
Tier 4 – Free regular
shipping with
minimum $100
purchase

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Digital Marketing (Web,
Social, Email, Banner,
Search…)
Database Marketing
(Direct Mail, FSI, DRTV)
Analytics & Optimization
(Reporting & Measurement)
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39. Reduce spend
Increase revenue & conversions
• 10 x increase in revenue per email
• 51% reduction in catalogue
shipments year to year
• Seven figure incremental revenue p.a.
• 10% reduction in marketing spend
from hot online leads passed into the
with no loss of sales
call centre
• Six figure savings p.a. due to online
• 100% uplift in average order value
fraud detection
• 240% improvement in click-to-buy ratio
• 20% increase in online conversion rates
• Six figure savings p.a. due to
• 3.24% uplift in new account sign-up
channel migration from call centre
to online
• Reduce PPC spend by 30% with no
reduction in sales

41. Social
Media
Search
Email
Display
Web
Call
Center
Direct
Mail
Smart
Phone
SMS
Video
Tablet
PLAN"
BUILD"
OPERATE"
Insight & Analytics
Target & Orchestrate
Publish & Optimize
Social
Intelligence
Customer
Analytics
Customer
Commitment
Customer
Behavior
Email
Campaign
Management
CRM
Customer
Activity
Email
Smart
Target
Profiling
Segments
Targeting
Rules
Campaign Mgmt.
Audience
Manager
Session
Data
Media
Manager
CMS
CMO
Dashboard
Rich Media Omni-Channel
Management
Distribution
CRM
Performance
Reporting
Analytics