richard robinson, turn: it's not about tech, it's about the consumer! @ imedia...
TRANSCRIPT
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Richard Robinson, Managing Director & VP EMEA, Turn
It’s not about the Tech
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It’s all about the consumer
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Maintaining consistency has become very challenging.
37% of online adults in Europe are always addressable — multi-device and multi-location.”
Source: Forrester
Consumers are defining their own journey
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Looking at Latest Products
Young Urban Professional Upsell During
PurchaseEmail Based on
Call to Action Personalised Recommendation
Abandoned Cart Remarketing
Discount OfferCross-sell
Affinity Message
Call to Action
Collecting and connecting insights at every touch point is key
INTE
RE
ST
TIME
ANONYMOUS (PERSONA) MARKETING KNOWN (PERSONALISED) MARKETING
KNOWNCONSUMER
MOBILE VIDEO
DESKTOPDISPLAY
TABLETAPP
PRODUCTPAGE
SHOPPINGCART
CALL CENTER
IN STORE
SOCIAL
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Data driven insight = 50% reduction in cost per lead
AUDIENCE INSIGHTS
Differences between Saloon owners vs
SUV owners
CRM & 3RD PARTY DATAComparison revealed
some unexpected results
SUVOWNERS
FamiliesLikely to own skisCreative should
have winter setting
SALOONOWNERS
Youngerx3 Android phonesReworked creative
to focus on Bluetooth not iPhone
Data-Informed Engagement: Auto manufacturerConsu
merData-Informed Engagement: Auto manufacturer
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What to watch out for
Now you see me. Now you don’t.Ensure that you have the highest possible data
consistency opportunity. Lost data is a lost prospective customer
Constantly late to the party.Real time should mean real time, not at some time
Always keeping you guessing.Have the full picture, not just part of it
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10
Final Thoughts:
• Put the customer(s) front and centre in your planning
• Get to know the person behind the prospect
• Find that tech that is right for you and your customer’s experience
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@RobinsonRGturn.com
Thank you!