TealiumCast Webinar: The Rise of One Size Fits No One: The Importance of Personalization in Driving...

The Rise of One Size Fits No OneThe Importance of Personalization in Driving

Superior Results

Jason BurbyChief Performance Marketing Officer

@JasonBurby

Tracy HansenChief Marketing Officer

@digitaltracy

• Largest enterprise tag management

company – Over 350 customers

– 150+ employees

– 40 person engineering team

– Industry’s largest education team

• Proven, digital marketing-savvy management

team that has worked together before

– CEO has taken two companies public

• Well funded ($27M) via Battery Ventures,

Tenaya, Presidio Ventures

– Omniture, BazaarVoice, Marketo, ExactTarget

• Fanatical about customer success

NAMED ONE OF AMERICA’S MOST PROMISING COMPANIESForbes, January, 2014

RECOGNIZED AS ‘HIGHLY INNOVATIVE’ VENDORUnderstanding Tag ManagementTools and TechnologyForrester Research, 2012

WINNER, GLOBAL 100Red Herring Tech November, 2013

About Tealium

Agenda

• Introductions • Common Sense Marketing• Examples of Failure • Top 8 Reasons Marketers Struggle• Ways to Target• Takeaways • Q&A

WE ARE POSSIBLE.

JASON BURBYGLOBAL CHIEF PERFORMANCE MARKETING OFFICERPRESIDENT, AMERICAS

POSSIBLEA CREATIVE AGENCY THAT CARES ABOUT

RESULTS.

DOES IT WORK?

OUR PHILOSOPHY ISN’T A STATEMENT, IT’S A QUESTION.

MORE THAN 1400 PEOPLE IN 12 COUNTRIES AND 25 OFFICES. WPP DIGITAL’S LARGEST AGENCY.

WE HAVE AN INCREDIBLE GLOBAL CLIENT LIST

ONE SIZE FITS NO ONE

WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT…

TAILORED MESSAGES PERFORM

BETTER THAN NON-TAILORED MESSAGES.

WE KNOW THROUGH BUSINESS, PERSONAL EXPERIENCE & COMMON SENSE THAT…

Parents?

Drive a Foreign Car?

Live East of the Mississippi?

Are or Have Been Pregnant?

Are under 30?

Are under 30ish?

Married?

Elite Member of Airline Frequent Flyer Program?

Never Purchased Shoes Online?

“RAISE YOUR HAND” IF…• Parents• Drive a Foreign Car• Live East of the Mississippi• Are or Have been Pregnant• Own an iPhone• Are under 30ish• Married• Elite Member of Airline Frequent Flier• Never Purchased Shoes Online

There are many many things that shape who we are, what matters to us (at a point in time) and what drives passion, focus and priority.

One size fits no one

Treating EVERYONE the same

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Promoting online banking when that is ALL I do…

LOOKING FOR EXAMPLES

LOOKING FOR VISUAL EXAMPLE

Examples of Failure

Trying to Meet Everyones Needs – Pontiac Aztec

Examples of Failure

Trying to Meet Everyones Needs – Pontiac Aztec

Examples of Failure

Trying to Meet Everyones Needs – Pontiac Aztec

TOP 8 REASONS WHYMARKETERS STRUGGLE

Issue #1Lack of Defined, Documented and Shared Business Goals & Targets

Ways to Overcome:• Alignment• Focus• Champion

Ways to Overcome:• Alignment• Focus• Champion

Issue #2Lack Consistent, Accurate

& High Quality Data (Around Business Goals)

Ways to Overcome:• Tag Management• Focus on Goal

Performance• Invest in People

Issue #3Over-Investment in Data and

Reporting Versus Taking Action

Ways to Overcome:• Focus on

transforming data into actionable opportunities

• Shift focus from data to action

Issue #4Marketers Aren’t Enabled to Make Changes Quickly

and Easily.

Ways to Overcome:• Over-reliance on IT• Shift

Processes/Culture• Invest in Action

Enablers

Issue #5Lack of Holistic View of

Customer/ Prospect (Online and Offline)

Ways to Overcome:• Avoid

organizational silos• Think holistically

about interactions/experiences

• Tailor messages • Tealium

AudienceStream

Issue #6Moving Too Quickly – limited

resources/budget constant focus on the NEXT initiative

Ways to Overcome:• Focus on fewer things

(tied to goals)• Ongoing Optimization

Approach• Reserve Budget• Dynamic Prioritization

Issue #7Where to Start When Creating Segments?

Ways to Overcome:• Start Small• Focus on What

Matters (Goals)• Leverage

Technology

Issue #8Concerns that different versions of content for different people

can’t be rolled out.

Ways to Overcome:• Retargeting media

technologies • Many CMS have basic

targeting capabilities• Multiple different

targeting solutions and price points to tailor messaging.

DEFINE

DISCOVER

DISTRIBUTE

WAYS TO TARGET

Behavioral Based

+

Profile Based (Demographic/Psychographics)

=

Segment/Persona Based

• Content interest (political junkies vs. sports enthusiasts)

• Product category interest (appliances vs. furniture)

• Gender• Repeat customers• VIP customers (high lifetime

value)• Window shoppers • Cart abandoners• Blog readers• Newsletter subscribers• LiveChat users

WAYS TO TARGET

Behavioral Based Examples:• Previous Purchases• Previous Visits• Activity• Interaction• Multiple Purchases• Campaign• Referral

WAYS TO TARGET

Profile Based (Demographic/Psychographics) Examples:• Gender• Interests• Location• Age• Income• Industry• Education

WAYS TO TARGET

Segment/Persona Based Examples:• VIP• Appliance Shopper• Loyalist• Platinum Member

When done correctly marketers can deliver a unified marketing experiences across all touch points.

Salesforce.comWeb Site

Direct MailMedia Mix Modeling

Sales Teams Smart TV

CRM ProgramsTablets

Out of HomeCreative & Strategy Teams

Email ProgramsCall Center

App/MobileAutomated Marketing

Social CRM (LinkedIn, etc)Loyalty Programs

Media RetargetingIn Store In Person

AWARENESS CONSIDERATION INTENT EXPERIENCE LOYALTY ADVOCACYPURCHASE

INSPIRE ADVOCATEEMPOWER

Summary

Stumbling Blocks to Overcome:

1. Issue #1 – Lack of Defined, Documented & Shared Business Goals &

Targets

2. Issue #2 – Lack Consistent, Accurate & High Quality Data (Around

Business Goals)

3. Issue #3 – Over-Investment in Data & Reporting Versus Taking Action

4. Issue #4 – Marketers Aren’t Enabled to Make Changes Quickly and

Easily.

5. Issue #5 – Lack of Holistic View of Customer/Prospect (Online &

Offline)

6. Issue #6 – Moving too Quickly – limited resources/budget constant

focus on NEXT initiative

7. Issue #7 – Where to Start When Creating Segments?

8. Issue #8 – Concerns that different versions of content for different

people can’t be rolled out.

For Those Who Viewed it

Half Empty

Summary A

Summary B

Opportunities:

1. Opportunity #1 – Define, Document & Share Business Goals & Targets

2. Opportunity #2 – Ensure Consistent, Accurate & High Quality Data

(Around Business Goals)

3. Opportunity #3 – Invest in Taking Action on Data

4. Opportunity #4 – Shift Processes to Ensure We (as marketers) can Make

Changes Quickly and Easily

5. Opportunity #5 – Strive for a Holistic (Online & Offline) View of

Customers/Prospects

6. Opportunity #6 – Take the Time to Optimize/Maximize Before Moving On.

7. Opportunity #7 – Start by Creating Some Basic Segments Based on Goals

8. Opportunity #8 – Leverage existing technology (available for every

platform) to deliver tailored experiences.

For Those Who Viewed itHalf Full

Summary C

Opportunities:

1. Issue #1 – Lack of Defined, Documented & Shared Business Goals &

Targets

2. Opportunity #2 – Ensure Consistent, Accurate & High Quality Data

(Around Business Goals)

3. Opportunity #3 – Invest in Taking Action on Data

4. Issue #4 – Marketers Aren’t Enabled to Make Changes Quickly and Easily.

5. Opportunity #5 – Strive for a Holistic (Online & Offline) View of

Customers/Prospects

6. Opportunity #6 – Take the Time to Optimize/Maximize Before Moving On.

7. Issue #7 – Where to Start When Creating Segments?

8. Issue #8 – Concerns that different versions of content for different people

can’t be rolled out.

Zusammenfassung D

Chancen:

1. Ausgabe # 1 - Mangel an definierten, dokumentierten & Shared Business

Goals & Ziele

2. Möglichkeit # 2 - Stellen Sie sicher, konsistente, genaue und hohe Qualität

der Daten (Rund Business Goals)

3. Möglichkeit # 3 - Investieren Sie in ein Vorgehen gegen Daten

4. Issue # 4 - Marketers sind nicht aktiviert, um Änderungen schnell und

einfach.

5. Gelegenheit # 5 - Bemühen Sie sich um eine ganzheitliche (Online &

Offline-) Blick auf Kunden / Aussichten

6. Gelegenheit # 6 - Nehmen Sie die Zeit bis / maximieren bevor optimieren.

7. Ausgabe # 7 - Wo Sie beginnen beim Erstellen Segmente?

8. Ausgabe # 8 - Die Sorge, dass verschiedene Versionen von Inhalten für

unterschiedliche Menschen kann nicht ausgerollt werden.

Key Takeaways

• Customizing messages to audiences will improve your success

• Make it a goal to start treating people differently• Unified Marketing across all channels is key to

maximizing impact.• Website, media, social, mobile, offline, in-store,

call center, etc..• Embrace Common Sense Marketing• Slow down

Where to Begin – THIS WEEK

• Think about Culture/Process Changes to Tackle

• Write down the first three segments/personas that YOU think have the greatest potential impact to target.

• What does Unified Marketing mean to YOUR Business and Customers?

Alternative...

• We (as marketers) need to start taking advantage of the technology to better speak to our customer, prospects and partners.

• If we continue to try to serve everyone, EVERYTHING we are all in trouble…

Next Webinar: April 16

Smashing Data SilosIntegrating Marketing and IT Data

to Gain a Holistic View of the Customer

Thank you

Jason BurbyChief Performance Marketing Officer

jason@possible.com@JasonBurby

Tracy HansenChief Marketing Officer

@digitaltracy