“How  collec)ng  the  right  social  data            can  help  you  develop  richer,  deeper  connec)ons  with  your  customers”

A l e x i s C o s t a F o s s i l

M a r k e t i n g D i r e c t o r

B a r t L o r a n g F u l l C o n t a c t

C E O a n d F o u n d e r

+ FullContact

• Introductions

• Knowing your customers is more important than ever

• Fossil is turning new customer data into actionable insights

• Our Journey

• Q&A

2

Fossil Case Study

Alexis Costa

3

Alexis Costa is the Marketing Director over Fossil, Skagen and Michele media efforts at Fossil Group, Inc. In this role, Alexis leads a team and oversees all aspects of paid media campaigns including traditional media, digital media and social media. When Alexis came to Fossil in 2013, there was no paid media team. Starting as a team of one, Alexis created a new group and defined campaign direction and process globally for all Fossil Brand advertising campaigns. Alexis has a well-rounded background in the advertising and marketing industry with over 10 years of experience across agency, publishing and client businesses.

Alexis  Costa  Marke&ng  Director  

Bart Lorang

4

Bart Lorang bootstrapped and sold his first two technology companies (at 16 and 29 respectively) and launched FullContact just a few years later in 2010 where he now serves as CEO. Bart has since grown the company to over 200 employees across 4 offices. Bart has unique insights into the latest trends and technologies available to brands and how to leverage data to be awesome with customers. In addition to founding FullContact, Bart serves as Managing Director of v1.vc, a $5M seed stage fund dedicated to helping entrepreneurs change the world. He has been recognized as an Ernst & Young Entrepreneur of the Year Finalist and Colorado Technology Association’s Technology Entrepreneur of the Year .

“ The one who understands people better is the one who wins. Simon Sinek Author and Speaker DMA &Then 2016

”

5

At Fossil, People Matter

6

We design experiences that make people feel something. A little happier. Or a little more connected.

We care about the things that matter: our people, our communities and our planet.

And in everything we do, we’re innovators—we’re out to make the biggest impact that we can, in the way only we can.

??

??

DALLASTEXAS

4

?? ?

02-16-16

FEMALE

? ?

SUSAN MITCHELL

brand followerinterest

brand mentions

social engagement

location

shopping visits

tweets

social segment keyword

last purchase

$78312 mo. sales

followers

klout score

gender

name

T R A N S A C T I O N

The Shops at Park Lane

8050 Park Lane

Dallas, TX 75231

February 16, 2016 Store #19 Reg #23 Tran #1493

I T E M A M O U N T

Women’s Blouse Navy#9165098 Compare at 79.99

$39.97

Leather Wallet Black#32231 Compare at 48.00

$19.97

TotalNordstrom Store Card (*********2467)

$59.94(59.94)

So what is wrong with a transaction view of customers???

7

What worked in the past is no longer sufficient

of consumer facing companies do not understand their customers beyond basic demographics and purchase history 80%  

8

Digital Identity Provides a Valuable Unlock customer centricity places a premium on fully connecting

Social IDs & Profiles

Reach & Influence

Brand Engagement

Competitor Engagement

Lifestyle & Product Affinities

Psychographic Traits

Life Stages & Events

Media Properties

9

Meet Susan AS A WHOLE PERSON

TOYS R US DISNEY CRUISE

6 #MOMLYFE

WHOLE FOODS

4

696

PARENTING MAGAZINE TOYS

LEGO

FAMILY

$894 450

SUSAN MITCHELL

portfolio engagement travel

brand mentions

social engagement

brand

shopping visits

tweets

media keyword

brand

HASBRO

competitor 3-year spend followers

affinity

name

10

6 MILLION

FACEBOOK VIEWS

3,000+

PHOTOS UPLOADED

204 MILLION

EMAIL MESSAGES SENT

48,000

APPS DOWNLOADED

100,000

NEW TWEETS

1.3 MILLION

VIDEO VIEWS

20 MILLION

INSTAGRAM UPLOADS

2.4 MILLION

SEARCH QUERIES

11,000

LINKEDIN SEARCHES

10 MILLION

ADS DISPLAYED

$83,000

AMAZON SALES

277,000

FACEBOOK LOG-INS

320+

NEW TWITTER ACCOUNTS

72

HOURS OF VIDEO UPLOADS

640,000+

GB OF GLOBAL DATA TRANSFERRED

20 MILLION

PHOTO VIEWS

340,000+

MESSAGES SENT ON SLACK

61,000+

HOURS OF MUSIC LISTENED

830,000+

DROPBOX FILES UPLOADED

8,300+

VIDEOS SHARED

Harnessing the Power of Digital Customer Data

what happens in an internet minute…

the challenge is real with such vast and diverse data available to consume…

11

Fossil is responding to the challenge: –  Integrating new digital customer data (from social, IoT, others) –  Developing new customer insights –  Building internal capabilities to apply new insights (Alexis' team)

Turning new data into customer insights

12

Consumer Centric Insight Model

13

• Fossil embarked on a journey to understand their customers better as a key enabler of a customer-centric approach to create distinctive experiences.

• Fossil used FullContact social insights as an overlay to marketing research & segmentation to “bring Fossil customers to life” by further understanding their interests outside of Fossil interactions.

Watch Market

Apparel Market

Smart Watch Market

… …

consumer insights

Fossil Faithful

Fossil Fanatics

Spendy Selfies

Mall Misers

Timely Gifters

Outlet Deal Seekers

Budget Gifters

Handbag Market

Meet Karen Princess Cruises

travel

696 tweets

Elle Magazine

media

#ArtKNB keyword

$894 3 year spend

Facebook network

Whole Foods

brand

Nordstrom brand

KIDS keyword

88 followers

1 brand mentions

Michael Kors portfolio engagement

Fossil brand follower

Anthropologie competitor

KAREN MITCHELL name

Refinery29 blog

Etsy brand

37 age

3 categories shopped Coach

competitor

4 shopping visits

As a Fossil Fanatic, Karen is the ideal customer at Fossil. She appears to be a mom in her late 30’s that leans towards moderately upscale brands like Michael Kors, Nordstrom and Coach. She might read publications like Elle Magazine and shop at Whole Foods. She is fairly active on social media and it is not uncommon for her to engage Fossil on Facebook, Twitter or Instagram. On the product side, watches are top of mind with Michael Kors and Fossil as key brands. Suggested Actions •  Follow Back on Twitter •  Social VIP treatment •  Target her with “join us on social” emails

A Fossil Fanatic to friends and family

14

1% Top 1% of customers

2% 9%

34% 25%

20%

9% 2%

18-20 21-24 25-34 35-44 45-54 55-64 65+

79% female

50% email opt in

3% influencers

brand engagement

Luxury Brands Sports Enthusiast

Authentic Travel

Fashion and Style

lifestyles

Tech Accessories Jewelry & Charm Club

Handbag Divas Apparel Crowd

Watch Collectors

product categories

Portfolio Wholesale

Competitors Fossil

location

Example: “Fossil Fanatics”

15

After learning more about our customers, Fossil is testing & learning to: –  Leverage audience psychographic insights for smarter paid media planning – Incorporate customer lifestyle & interest data into audience targets – Drive more engaging content and stories across organic and earned social

Turning customer insights into action

16

Campaign Planning Data-driven customer insights used for strategy & campaign tactics

Strategy Campaigns

•  Customer personas

•  Psychographic insights

•  Lifestyle & interest data

•  Smarter paid media planning

•  Content that resonates with key customer segments

17

Campaign Planning Smarter prospecting drives better acquisition

Customer File

“Best Customers”

Targeted Custom Audience

“Best Customer” DNA marker

(Ex: over-index for “Wearables” brands)

18

Holiday Influencer Campaign Driving smarter storytelling for paid, owned + earned

19

The Journey

20

Moving Forward  

Continue to test and measure new customer insights across digital channels …

Questions?  

21