Stop selling and start serving: how to bring data, creativity and technology together

Wednesday 16 SeptemberWIFI: Engine Guest Password: V1ctori0us

@DMA_UK #dmadata

Stop selling and start serving: how to bring

data, creativity and technology together

Welcome from the Chair

Jason Andrews

Executive Creative Director, RAPP

@RAPP

If you stopped doing social, why

would anyone miss you?

Tom Ollerton, Marketing & Innovation Director, We Are

Social

@mrtomollerton @wearesocial

Bit.ly/GINGERBLOKE

http://bit.ly/GINGERBLOKE

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

Combining data, creativity and

technology to serve new customer

behaviours

Alastair Cole, Chief Innovation Officer, Engine

@AlastairCole

www.tinyurl.com/dmadeckAC

http://www.tinyurl.com/dmadeckAC

Effortless Engagement

Darren LovedayVP, Customer Engagement

the landscape has changed…

businesses are struggling to keep up

Today’s Customer Experience is 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Email campaign: sends customer irrelevant offer based on an outdated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

MYTH 1customer journeys are fixed

MYTH 2managing the journey is in your control

Send email

IgnoreCall

Followup

Click

SellOffer

Coupon

IT’S NOTYOUR JOURNEY,

IT’S THEIRS

Thunderhead exists to enable brands and consumers to live in harmony.

Pioneer in personalised customer communications First purpose-built SaaS for

customer engagement

It’s the relationship between:

Engagement is important.

Time Choice Value Knowledge Trust

BrokenConversations

You Don’t Even Know Me

PoorExperiences

Impersonal& Irrelevant

47%ABANDON

PURCHASINGafter two separate

interactions

92%FEEL

NEGATIVEwhen asked to provideinformation multiple

times

62%SWITCH

PROVIDERafter three negative

experiences

87%POOR

PERCEPTIONwhen treated witha one-size-fits-all

approach

Source: Engagement 3.0 US research report, Thunderhead.com, March 2014

The cost of getting it wrong.

Engages the customer in

conversation at 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

Imagine…

Knowing your customer needs

Having one real-time personalised conversation

Getting more from existing solutions and teams

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

What could this mean for your business?

vision

Identified key channel change points

To understand and provide a consistent and personalized experience across all Customer Interactions and Journeys

outcomeWeb 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

How did they achieve the results?...

Recognisepreviously

anonymous customer

interactions

1Listen and

understand their customer

journeys

2 Hold a consistent

conversation across

inbound and outbound channels

3

12%of customer base

recognised within 6 weeks!

Week 1

Week 2

Week 3

Week 4

Week 5

Week 6

1 Recognise previously anonymous customer interactions

2Focused on the customer journey to understand every interaction and what it told them about needs, preferences and obstacles

3Continue the conversation based on understanding the customer need irrespective of channel

“Knowing a customer had 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

IT’S NOTYOUR JOURNEY,

IT’S THEIRS

Thank You

Finding the Data and Creative sweet spot

Anna Foster

September 2015

MY FIRST DAY AT WORK…

DATA CREATIVE

sweet

spot

DATA CREATIVE

THE FIVE Fs

FIRST

You need data input up front

Audience, channel, market or brand insight

Creative

awards:

LOTS

Confectionary

market:

6%

Cadbury

market share:

2%

Galaxy

market share:

12%

FACTS

The insight should be based on facts not fabrications

But storytelling is vital for data practitioners

Cost to

Apple:

$100m

Free U2

albums:

500m

U2 back

catalogue sold:

7,441

Apple forced

to release

delete tool

FREEDOM

“my creatives love the freedom of a tight brief”

Data doesn’t define the execution

It should empower, not restrict

Age of the

Andrex puppy:

42 yrs

Scrunch or

fold budget:

£3m

Scrunch or

fold votes:

14,728

Andrex sales

impact:

tbc

FAITHFUL

The data and creative should still be linked

Proximity of the insight to the execution is vital

FOLLOWUP

Measure to find out what worked and what didn’t

Use the results to optimise and improve

UK media

spend:

£250k

UK direct

sales:

£1m

US media

spend:

£350k

US reaction

so far:

nothing

UK campaign

US campaign

Creating a springboard for the best creative ideas

FIRST FACTS FREEDOMFAITHFULFOLLOWUP




springs


screw adjustments


The springboard for the best creative ideas

Thank you. Any questions?

The intrinsic motivation of your

audience

Daryll Scott

@daryllscott

Daryll Scott

@daryllscott

daryllscott.com

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

Closing comments

Jason Andrews

Executive Creative Director, RAPP

@RAPP