isobar digital transformation 3.25.15
TRANSCRIPT
The Music of the British North-West 1980-1995
A"Timeline
Punk"Beginnings"1976383
Factory"Era"1982387
Madchester"1988392
Britpop"1988392
that’s how relevant most brands are, to be honest
you already know more about me
than…
• what’s happened to us? • why can’t we cope? • 3 steps to transformation
THE AGE OF ME
What my friends are
doing
Who I can chat to right now
How my band is doing on Facebook
Some guy from the other band last night
Me
Me
My pics, messages + events
My band
Music I like
Work stuff I do
Family
Games I signed up for (because friends made me)
My notifications
Jacqui hates Jeremy Clarkson
what does this mean for business transformation?
there are lots of ways to be relevant
consumer participation drives revenue Free People, an Urban Outfitters brand, received 10k photos to their FP Me style network which drove a 42% increase in same-session conversion
…so long as you do it in the right spaces
TV
.COM
NICHECOMM.
ONLINEMASS
RETAIL
SNAPCHAT
APPS YOUTUBE
“Because most retailers haven't yet created efficient multichannel models, consumers are working it out for themselves, using different channels in ways that best suit them.”
PWC – Understanding how online shoppers are reshaping the retail experience - 2012
Established powers are being out-relevance’d
Tom"Goodwin,"Havas,"Techcrunch
how do we achieve relevance through digital transformation?
• be ACTUALLY customer centric • define yourself through your experience • drive every touchpoint with data
being customer centric is more than just being a bit nicer on the phone
an example of irrelevance…
how people really use channelsCONSIDERATION
APPS
RETAIL
REVIEWS
BLOGS
LOCAL INFLUENCERS
BRAND SITE
SEARCH BY PRICE
PURCHASE
FRIENDS
RETAIL
BRAND SITE
SEARCH BY PRICE
PARENTS
MOBILE
awareness / out-of-market
FRIENDS
OFFLINE MEDIAATHLETES
SPONSORSHIP
DISPLAY ADS
BRAND
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define yourself through your experience
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drive every touchpoint with data
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What does a personalizedexperience look like?
• Personalized experience on previously purchased product • Tell the story of users’ journey with the brand
• Users’ interests in product verticals selects relevant product lines and content for display
• Site administrators act as ‘hosts’ to manage the community • Meta-data from conversations inserted into consumer profile
• Insert user’s personal content into site experience
• Enhance with local stock availability • Connect brand advocates in the same location
• Use inbound search strings to customize display layer on homepage
• Site navigation history used to surface previously viewed and other relevant product and content
• Define product display by general popularity • Enhance product pages with friends’ preferences
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Data from interactions across all touchpoints
Site context and contextual need-state
CMS
Create multi-channel one-view customer record
• Define framework for accreting data points into the customer record • Rebuild .com infrastructure around dynamic and individualized approach • Institute continuous program of hypothesis testing and optimization
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some examples
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•25% increase in conversion for paid search •Multivariate testing of creative offers 19% site conversion increase
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Tim Dunn Director of Strategy isobar Guitarist - New Row @timmcdunn