“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