Start Reaching the Always-On Consumer Starting Now: Five Key Marketing Projects to Tackle This Year

Are You Ready for the 2016 Consumer? Five Key Marketing Projects to Tackle This Year Signal Webinar Featuring AKQA

5/7/15

Drew Wahl Director of Business Development, AKQA

@DrewWahl

Ana Milicevic SVP, Global Strategic Consulting, Signal

@aexm

Today’s Speakers

§  Intro to Signal & AKQA§  5 Key Recommendations for Marketers§  Audience Q&A

Today’s Agenda

5/7/15

Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

5/7/15

Company overview

A new foundation for marketers.> SaaS marketing technology company launched in 2010> 150+ people> Raised $50 million from leading investors> 20,000 clients and agencies rely on our technologies


We provide global leadership!

Chicago – Corp. HQ 111 N Canal St. Chicago, IL 60606

New York Office 195 Plymouth Street Brooklyn, NY 11201

São Paulo Office 1060 Rua dos Pinheiros São Paulo, SP 05422-‐001

London Office 11 CharloGe Mews London, W1T 4EQ

Tokyo Office 3-‐19-‐23 Minami-‐Azabu Minato-‐ku, Tokyo, Japan 106-‐0047

Sydney Office 241 Commonwealth Street Surry Hills, NSW 2010

Singapore Office 80 Robinson Road Singapore 068898

We deliver the data + identity foundation for cross-channel marketing.>  We’re a SaaS marketing technology company founded in 2009. >  We’ve got 150+ people on our global team. >  We’ve raised $50 million from leading investors. >  More than 15,000 brands and agencies rely on our

patented, real-time solution.

AKQA is an ideas and innovation company. We exist to create the future with our clients. We design adaptive digital services

and applications. These ideas capture the imagination and deliver real business results for our clients.


Digital evolution

We have an identity problem in marketing that is only getting worse…

The marketing technology in use is teetering in the face of consumer behavioral change

11

Consumers are always on, across channels and devices


5/7/15

@joe tweeted about an #uber coupon!

New email for 50% off at ShoeWorld

3 new likes on your picture!

Continue watching Orange is the New Black?

Sam pinged you

Email from mom

Consumers expect always on access to

the things that matter to them


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We have used technology to try to keep up!

6% 3%

27%

9%3%

51%

1-4 5-10 11-20 21-30 31+ 0

How many distinct toolsets does your organization (or your clients) use in support of data-driven marketing or advertising today?


5/7/15

But we’ve lost sight of the customer!

COOKIE ID 4506

APPLE ID 305

OMNITURE ID 13904184

ENTRY 987

CASE #335

@USER_HANDLE

[email protected]

LOYALTY #12407

Marketers need new tools, new skills & !help. !

Five Key Recommendations for Marketers

#1 Take Stock of Your Current Data Landscape

How are you using your first, second and third party data? Do you have large stores of data, such as a CRM? Where do you need to augment your current view of the customer with second and third party information?

#1 Take Stock of Your Current Data Landscape

5/7/15 Confidential property of Signal Digital, Inc. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal Digital, Inc. All Rights Reserved.

#2 Build a Roadmap of Your Current Data Needs

Identify your objectives •  Converting one-time repeat shoppers? •  Moving people from a lower-value loyalty segment to a

higher one? Determine the PPT – People, Processes and Technology

•  What will it take to get you there? •  Large vs. small companies

#2 Build a Roadmap of Your Data Needs


#3 Align the organization around a clear data strategy

Understand who in your organization is responsible for systems that generate or touch customer-level data •  CRM department, or outside of marketing (i.e. billing)

Align all in the company digital ecosystem around the goal of a data foundation •  Search and Display teams incentivized to collaborate •  Combining separate company brands for quick wins

#3 Align the organization around a clear data strategy

5/7/15 Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2015 Signal. All Rights Reserved.


#4 Is your tech stack up to snuff?

Continuous evaluation of your stack from a data perspective

•  Can you track the same engagement in loyalty emails on mobile as on desktop?

•  Have your data needs changed? •  Are you getting all the necessary user-level data from all

components of your stack?

#4 Is your tech stack up to snuff?


#5 Define and focus on KPIs

Don’t focus on campaign goals: •  Focus on a unified customer view

Most realistic KPI goal:

§  Improvement in the amount of information you have on your customers

#5 Define and focus on KPIs


People, Process and Technology

Audience Q&A


Download our special reports & eBooks:"

Visit: Signal.co/resourcesTweet: @aexm

Preparing for Cross-Channel Success: Solving the Customer Identity Puzzle

Global Survey Special Report

Thank You! Ana @aexm Drew @DrewWahl