information is everything: marketing in the age of disruption
DESCRIPTION
Presentation given by CEO Brad Heidemann at Kodak's Global Directions Conference 2013.TRANSCRIPT
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Global Directions Conference September 25, 2013
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Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across digital channels and devices.
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Technology B2B Healthcare
Retail, Auto & Consumer Services
Financial Services
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“I do not regard advertising as entertainment or an art form, but as a medium of information.” -David Ogilvy
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Between 2009 and 2011 the amount of consumer references to the print Yellow Pages dropped by 4.6 Billion In states where receiving the phone book is opt-in fewer than 2% choose to do so. Even when it’s free people choose not to use it.
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Between 1999-2009 more than 75,000 Travel Agents lost their jobs. What happened? They lost their role as gatekeepers of information.
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Between 1990 and 2010 The Los Angeles Times circulation roughly halved- falling from 1.2 million people to just over 600,000 Newspapers and magazines, not recognizing the potential for online journalism, charged people pennies for their services but now are beginning to find a sustainable business model.
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“The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.” -David Ogilvy
Short form advertising
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A dialogue between companies and consumers which shapes customer attitudes, informs and enables so that they can make an educated purchasing decision
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•! Getting the right data and developing a conceptual framework for interpreting it
•! Sequencing Content to reflect the state of the individual
•! The Anonymous user problem
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Information Architecture
Creative Process
Social Intelligence
Psychological Learning Models
Mathematical Models
Decision Making Theory
The time for debate between multi and interdisciplinary approaches is over.
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Daniel Kahnemann “Behaviorist” Daniel Kahneman observed that while economic models may be clearer with such an assumption they leave a lot unexplained. He posited that we rank according to potential cost/benefits (reward) and then evaluate them according to their likeliness to occur (risk).
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Robert M. Gagné He was an educational psychologist known for his “Conditions of Learning”. His work is sometimes summarized as the Gagné assumption which declare that different types of learning exists.
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Jean Piaget He was a developmental psychologist and philosopher who created the theory of cognitive development. He was also the “great pioneer of the constructivist theory of knowing”.
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Thomas Bayes The mathematician who created methods in probability and statistics. His most well-known methods are related to statistical inference known as Bayesian probability, Bayes’ theorem and Bayesian inference.
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Attract •! Corporate Taxonomy •! Site Optimization •! Drive to Web/
Campaign Mapping •! Triggers •! Probabilistic Models
Convert •! Social personas •! Shareable content
modeling •! Channel preference •! Taxonomy of learning
objectives •! Taxonomy of product
marketing
Retain •! Behavioral Modeling •! Behavioral targeting •! Next Best Offer •! Actionable Sales
Intelligence •! Life Time Value
Unknown Known
Campaign Mapping
Content Marketing
Data Modeling
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Brand General Info Product Info Legal TA's Role in the active lifestyle Life Insurance basics/types Trendsetter Super overview Privacy Policy
History Application overview Accidental Death overview Terms and Conditions
Leadership Glossary Encore Dental Outside Resources disclaimer
Allison Bureau General (miscellaneous) info Personal Plan Builder
David Nall Organizations and associations Get-a-Quote
Rebecca Scales Ratings agencies
Lifetime Chicago Tri
El Tour de Tuscon San Francisco Rock'n'roll Marathon
Get To Know TA's Partners
List of Partners
Event's sponsored by TA
our-partners
Social Media
Careers
Log in field
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A.! Carousel Hero Content 1. Select hero image based on campaigns 2. White arrow icon for CTA button HTML Fixes 1. H1 or headline over the hero image text needs to have more space between letters 2. Decrease the line-height of the H1 font over the hero image 3. Increase the size of the CTA button 4. Brighter color CTA button on each hero carousel image 5. Remove the tertiary navigation to the carousel 6. Placement of CTA buttons should be consistently placed in the right two/thirds - middle to lower half of the hero image area 7. Adjust images, if necessary, to accommodate the new CTA button location B. Tri-box area HTML Fixes 1. Make the headline one line 2. Move the headline text above the image 3. Make headline, image, CTA all links 4. Add links ot images and headline of “tri-box” area 5. Adjust the order of text, images, copy for the “tri-box” area CSS Fixes 1. Use darker grey for text 2. Larger font for the CTA
Carousel Hero
Tri-box Area
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Replace Default Picture with Cityscape or East Coast Landmark
Replace with Large Quote CTA
Replace with Family Protection Copy Replace with High Quality, Best Offer
Copy
Triggers
Stat
e
Referring Site: www.intelliquote.com
Search Term:
Campaign Link:
Region (Geo-Location): East Coast – New York
Sess
ion
Viewed Tagged Content: Life Insurance
Returning Visitor: Yes
Auth
entic
atio
n Age:
Gender: Male
Previous Quote Available: Yes
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1.! Headline 2.! Copy 3.! Call-to-Action Button 4.! Hero Image Area
1
2
3
4
Headline Give them the security they deserve
Copy Provide supporting copy to match messaging and tone
CTA Button Get quote
Hero Image Happy family with children - younger parents
First ‘hero’ based on SmartTarget Rules
Headline Plan for your future security
Copy Provide supporting copy to match messaging and tone
CTA Button Specified term life product
Hero Image Happy family with no children - younger adults
Second ‘hero’ based on SmartTarget Rules
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1.! First time trip planners Already booked, getting ready for their first trip
2. Thrill Ride Enthusiasts Want to know the latest about new rides and share their experiences
3. Character Fans Everything and anything about their favorite movie character
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Need Want to be the first to know and want to show off to others
Key Channel Twitter, Instagram, Facebook
Key Message We’ll get your adrenaline pumping with new thrills every time you visit
24%
44%
32%
0%
10%
20%
30%
40%
50%
First Timers
Thrill Ride Fans
Descriptive Detail •! Thrill ride enthusiasts tend to be repeat visitors and know all details about the park & rides. •! They represent the largest and most active group on social channels. •! Opinionated and vocal, they are the most loyal, but the most critical. •! They engage with fellow thrill riders, but don’t tend to communicate with other personas. •! They dominate Youtube and Instragram, posting the most images and video.
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• By analyzing shared content, we determined 3 categories that defined each piece of content: type, theme, and underlying message.
• By breaking these down into semiotic codes, we can then quantify the primary drivers of sharing by category.
Content Types Themes Underlying Messages 1 News 2 Viewpoint 3 Quotes 4 Gossip 5 Call to Action 6 Speculation 7 Expectation 8 Publications 9 Contest
10 Joke 11 Personal Story 12 Stats 13 Poll 14 Snapshot 15 Artifact 16 Interview 17 Quiz
1 Vacation 2 Family 3 Harry Potter 4 Rides 5 Movies 6 Weather 7 Holidays 8 Florida 9 Celebrities
10 Once in a Lifetime 11 Unknown Wonders 12 Orlando 13 Disney 14 Theme parks 15 Wizarding World 16 Discounts
1 You should know this 2 We love great days 3 Thrills 4 The next big thing 5 It’s worth the wait 6 Be patient 7 Relax and enjoy 8 Too cool 9 Don't want to leave
10 Greatest day of my life
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Pre-Trip: Build Excitement & Anticipation Post-Trip: Share the experience In-Trip
T-60 Days T-30 Days T- 1 Week Trip Week 1 Week Post 30-days Post 60 Days Post
First Timers Get ready for the time of your life
Tips to make your visit memorable
Packing list – don’t forget…
Thanks for your visit, tell your friends Share your memories Book your return
early and save
Thrill Riders Check out the latest new rides
Share what you’re looking forward to
Got everything ready
Share your favorite ride
Upload your video, rate the rides Join the club Book early and save
Character Fans
Learn what others are saying
Take a quiz and test yourself Latest updates
Share your wizarding
experience Share with fellow fans Join the club
Book your return trip and get special
extras
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Channel Before the Trip During the Trip Post Trip
Website Learn about the Park Up to date alerts Ratings & Reviews
Blog Learn what's happening N/A Comments
Forums Get tips and advice N/A Share experience
Twitter Search info ② Share real-time experiences N/A
Facebook See others' experiences Share real-time experiences Share experience
Instagram ① See others' images ① Share real-time experiences ① Share experience
YouTube See others' video N/A ② Share experience
App Engagement Real-time Engagement N/A
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Errors Received Customer experience
Files & Items Viewed Personalization
Text Entered & Deleted Fraud detection
IP Address Location & history
Browsing Behaviour Relevance & customer experience
Recency & Frequency Timing & tone
Social Media Profiling & personalization
Mobile Apps SCV & brand loyalty
Media Player Interaction Customer engagement
Device Used Profiling, SCV, rendering & level of immediacy
Referring URL & Search Campaign effectiveness
Internal Search Terms Delivery of relevant content, price sensitivity
Abandoned Baskets Retargeting
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Suggested summer wear!
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CRM Data Customer model Social intelligence Self-optimizing offers Behavioral history In-session real-time clickstream data Predictive Personalized Dynamic Content Sale:
Kids swimwear
+ =
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Tier 1 – Free overnight shipping
Tier 2 – Free overnight
shipping with minimum $100 purchase
Tier 3 – Free regular
shipping Tier 4 – Free regular
shipping with minimum $100 purchase
Tier 1 – Free overnight shipping
Tier 2 – Free overnight shipping with minimum $100 purchase
Tier 3 – Free regular shipping
Tier 4 – Free regular shipping with minimum $100 purchase
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Offline Advertising (TV, Print, Out of Home)
Digital Marketing (Web, Social, Email, Banner, Search…)
Database Marketing (Direct Mail, FSI, DRTV)
Analytics & Optimization (Reporting & Measurement)
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Increase revenue & conversions • 10 x increase in revenue per email • Seven figure incremental revenue p.a.
from hot online leads passed into the call centre
• 100% upli" in average order value • 240% improvement in click-to-buy ratio • 20% increase in online conversion rates • 3.24% upli" in new account sign-up
Reduce spend • 51% reduction in catalogue
shipments year to year • 10% reduction in marketing spend
with no loss of sales • Six figure savings p.a. due to online
fraud detection • Six figure savings p.a. due to
channel migration from call centre to online
• Reduce PPC spend by 30% with no reduction in sales
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PLAN"
Social Intelligence
Customer Analytics CRM
Customer Commitment
Customer Behavior
Customer Activity
Insight & Analytics
BUILD"
Campaign Management
Smart Target
Audience Manager
Profiling Segments
Targeting Rules
Session Data
Target & Orchestrate OPERATE"
Media Manager
CMS CMO Dashboard
Omni-Channel Distribution
Rich Media Management
Performance Reporting
Publish & Optimize
Social Media
Email Tablet SMS Call Center Search Web Direct
Mail Smart Phone Display Video
Center
Email Email Campaign Mgmt. CRM Analytics
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