HIMA Interactive Strategies 2015: Don't Fear the Metrics

BE RELENTLESSLY RESOURCEFUL

BE RELENTLESSLY RESOURCEFUL• 27 COUNTRIES• 55 LANGUAGES• 4 BRANDS

• 835 SKUS • 15 CATEGORIES• 8 DEMANDING BUSINESS

GROUPS

MARKETERS OTHER90% 10%

MARKETERS OTHER90% 10%

IN-HOUSE45%

MARKETERS OTHER90% 10%

IN-HOUSE45%

AGENCY55%

MARKETERS OTHER90% 10%

IN-HOUSE45%

AGENCY55%

FOR PROFIT85%

MARKETERS OTHER90% 10%

IN-HOUSE45%

AGENCY55%

FOR PROFIT85%

NON-PROFIT15%

• I have to do something emotionally relevant every 10 mins or I will lose you.

• Multitasking: You are 4 times more likely to leave a task uncompleted

• You are going to forget most of this. (Unless I repeat it and you repeat it a lot)

• Forgetting what I am saying will allow you to prioritize information (I.E. Where are we getting drinks later)

SOME SCARY FACTS

*”Brain Rules” John Medina. http://www.brainrules.net/

THERE ARE 3 FUNDAMENTAL TRUTHS OF THE GLOBAL CONSUMER

Consumers do not wake-up in the morning thinking which brand of mouse should I

buy?Consumers wake-up having their life

which matters to them

Your brand and product must fit into that life and connect with their heart and mind

CONVERSION BEGINS WHEN YOU ARE AT THE RIGHT PLACE AT THE RIGHT TIME WITH THE RIGHT MESSAGE FOR YOUR

CONSUMER.

FEAR

ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE

PROSPECTING

DEMAND FULFILLMENT CART CLOSE

BRAND BUILDING

ROAS: 10 - 1ROAS: 6 - 1ROAS: 3 - 1ROAS: < 1 - 1

????What happens here?

ONLINE DATING AS A METAPHOR• Online dating opens up more

options for people to meet.• Creates the perception that

there may be a better option out there.

• Overwhelms thick markets• Super effective in thin markets

RULE #300

NO ONE NEEDSALL THE DETAILS

ALL THE TIME

27 KINDS OF ORANGE JUICE

ATRACT & ORIENT INTERACT ACQUIRE RETAIN ADVOCATE

PROSPECTING

DEMAND FULFILLMENT CART CLOSE

BRAND BUILDING

THIS IS THE CUSTOMER JOURNEY

START HERE NOT HERE