Multichannel Personalization At Scale: Building Incremental
Value With Relevance @shirley_dawn #dunnhumby Slide 2 dunnhumbys
context 24 years 28 countries 1,000s of clients 400,000,000
customers All media channels Slide 3 Relevance wins Campaign Events
Slide 4 Media ad spending increases every year, so what if Total
Media Ad Spending Worldwide 2010-2016 (billions) note: includes
digital (online, mobile), directories, magazines, newspapers,
outdoor, radio and TV source: eMarketer, Dec 2012 you could connect
your media audience to actual purchase behavior? you could vary
your message based on that purchase behavior? you could optimize
your media mix via traditional, digital and social media? you could
measure the results did you have an impact on their behavior ? you
could use this information to shape your advertising strategy and
implementation? Slide 5 Paid Media Owned Media Earned Media SHOPPER
DM Email SMS Display SEM TV Website / Mobile Apps POS Social
Platforms WOM The answer begins with the shopper Slide 6 Shopper
data provides clarity GRPs campaign buzz open rates click-throughs
online impressions FROM: traditional measurement size of audience
TO: optimal measurement size of impact sales visits trial &
repeat HH engagement Slide 7 Target, activate and measure results
of media plan TARGETACTIVATEMEASURE Personalized campaign educates
participants and creates action Media metrics captured for target
audience Target HHs based on media and shopper behavior Slide 8
Right Message Right Vehicle Right Time with the using the at the
Ensure that each element of the program is relevant to customers
Right Consumer Content Occasion Offer Direct Marketing Email /
Digital CRM TV / Mass Daypart/Week Path to Purchase Seasonality
Loyal vs. Non-Loyal Target based on purchase behavior Right Results
Test vs. Control Measure incrementality with the Slide 9 1.Culture:
Shoppers lifetime value 2.Shopper first not brand, not store
3.Leverage shopping, media, context insights 4.Content that
delights and excites 5.Media that reaches and engages 6.Measure
incremental sales and advocacy Making Digital Personal Slide 10
Digital Campaigns Share With a Friend Solo 10 Themed Event Loyal
Customer Mailing Slide 11 Digital Results Our Best Customer
Communications perform well above industry averages for email
engagement due in large part to: Targeting offers based on HH
purchase behaviors Ranking multiple offers within a campaign based
on HH relevancy Consistent branding & messaging that is focused
on customer-first 11 Slide 12 Digital Coupon Relevancy Slide 13
Innovation Success Story Slide 14 Each media solution delivers
value across a range of objectives Slide 15 Whats the value of an
integrated, cross-channel campaign? Drove more buyers to brand
Drove purchases of more units Slide 16 Drive awareness & trial
of a new innovation product 15% lift in HH product penetration 5x
sustained repeat purchases 10% incremental sales lift 52% coupon
redemptions Slide 17 The Plan Drive awareness & trial using a
cross channel strategy Objective HHs who were decreasing segment
buyers with alternate category purchases remained flat Targeting
Direct mail, word of mouth & display advertising to shoppers
Channels 12 week program Timing Test effectiveness of multiple
offers Creative Slide 18 Similar Online, Direct Mail and WOM
message content Direct MailOnline Ads Download coupon Free trial
offer Drove to retailer landing page Try new product Multiple
offers tested Included printed coupon Word of Mouth Sample new
product Pass along coupons Included printed education Slide 19 Each
of the campaigns began very soon after the product launch Slide 20
Integrated program drove additive uplift in HH penetration
Combining Direct Mail with Online and Word of Mouth increased HH
penetration by 2 percentage points compared to control markets.
+15% +17% Slide 21 Campaign saw high coupon redemptions Direct Mail
Online 50% of responders 15% Exposed HHs Word of Mouth 15% Pass
Along HHs Slide 22 Uplift also be seen in the incremental $ spend
per exposed household +2.2% +2.4% Slide 23 Note: New Buyers defined
as not purchasing product within 13 weeks prior to first exposure
Drove strong trial and sustained 5X repeat purchase Slide 24
Conclusions Leverage capabilities to ensure that each element of
the program is relevant to customers Ensure media solutions deliver
value in varying ways and consider the role of each solution
relative to objectives and strategy Develop Integrated Shopper
Marketing programs reach the right customers at the right times
Measure everything to evaluate current programs Optimize by
capturing and applying best practices Slide 25 Thank You Dawn
Shirley - dunnhumbyUSA [email protected]
