"5 Keys for Delivering Personalized Marketing" - Merkle + Deckers Brands, Digital Velocity 2015

© 2015 Tealium Inc. All rights reserved. | 2


DELIVERING PERSONALIZED

EXPERIENCES

April 2015


WHO IS MERKLE

Largest privately-

held agency in U.S.

Ad Age 2013

3rd Largest Google

Media Partner

2013

Fastest Growing

US Search Agency

Ad Age 2013

Top 20

Mobile Agency

Ad Age 2013

Ad Age A-List

“Agency to Watch”

Ad Age 2012

• Privately held since 1988

• 550 active clients

• 2,600+ Employees

• 350+ statisticians and analysts

• 19 locations around the world

Q U I C K F A C T S

• Manage $550M+ in digital media

• Manage 140+ marketing databases

• Manage 3.7B 1st party records

• Inform $10B+ marketing decisions/yr

D I S T I N C T I V E E X P E R I E N C E


PERSONALIZATION HAS EVOLVED

Campaign Management Channel Optimization Decision Orchestration

Level of insight

Generic/push campaign styleBeginning of personalization

and channel-based

Campaign, personalization,

and interaction based

INTERACTION

PERSONALIZED EXPERIENCE

SEGMENT

1ST & 3RD PARTY

SEGMENT

1ST,, 2ND, & 3RD PARTY


DEFINE “PERSONALIZATION”… AS A CONCEPT

Social

Print

Direct

Mail

Display

Search TV/Vide

o

Mobile

Site

Product

LTV

Segment

Demographics

Life Events

Call

center

Meetings

Email

CONVERSATION AND EXPERIENCE

Integrates channel and media

Explicit (customer provided) and implicit (market

derived) data

Converses with anonymous and known customers

Leverages all relevant data, models and other

personalization methodologies

Obvious and obscure personalization tactics


REVIEW PEOPLE AND PROCESSES

Sees ad Calls in Becomes a consumer LoyaltyMost plan this:

But most

consumers do this


IS YOUR COLLATERAL OPTIMAL FOR

PERSONALIZATION?

The Right Content is Needed to Reach the Right Person

DIRECT MAIL EMAIL WEB PAGE

ON SALE!

ON SALE!


NEW AND RIGHT DATA

The Right Data is Needed to Reach the Right Person

Relevant data drives

customer interaction1st Party

Data

2nd Party

Data

3rd Party

Data

What kind of car does

the customer drive?

What time of the day

does the consumer drive?

versus


TECHNOLOGY ENABLES – DOESN’T DEFINE


PERSONALIZATION AT

DECKERS


About Me

9 years at Deckers

Brands

Fascinated by human

behavior

Living the American

Dream

12


40-year-old “unconventional company” making footwear / clothing / gear for people like “us”

Built 7 niche brands into global leaders selling in 50 countries

Dozens of websites engaging directly with consumers around the world

Innovative retail brand locations to support consumer with digital engagement

13


Personalization

Top priority for Deckers as an omnichannel organization

Retail is a hostile space

Customers don’t have patience for bad, disconnected experiences

14


Data should guide every decision and

actionWe need to evolve…

15

THINK KNOW

BLAST ADDRESSABLE

MASSPERSONALIZE

D

REACTIVE PREDICTIVE


Enter Tealium AudienceStream

16


Round 1: Abandoned Carts


Round 1: Abandoned Carts

“”

I took at look at the remarketing

practices of 24 top-100 apparel and

accessory retailers… Surprisingly, only

five brands sent an abandoned cart

email…



Round 2: Future Expansion

More email opportunities

Website personalization

And other channels too!


Thank YouJoey Colman

[email protected]

928-679-4898


Merkle’s 2015 Performance Marketing Executive Summit

www.MerkleSummit.com

The Rise of the Platform Marketer

Coming May 2015www.PlatformMarketer.com

Award-winning Marketing Imperatives

Mastering the Addressable Customer Experience

www.merkleinc.com