Intuit at DES: How DMPs are Enabling the New Digital Enterprise

people

How DMPs are Enabling the New Digital EnterpriseCezanne Huq – Head of Online Acquisition

@cezanne#cezanneCezanne and Intuit’s Journey Line

1983 1993 2003

Cezanne

2013

@cezanne#cezanneWhy Intuit Chose A DMP

Four units per every accountant onboarded – Intuit 2013

Shoppers research competitive prices while standing in a store -- a trend called “showrooming” -- and buying later, on their laptop or tablet. This seamless simultaneously for consumer demand is known as “omnichannel” – National Retail Foundation 2013

77% of survey respondents reported regularly using their computer/laptop while watching TV, up 16 percentage points – Accenture 2013

28% of mobile searches drives conversions: store visit, calls and purchases – Google 2013

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“We put customers at the heart of everything we do. We work together to deliver end-to-end experiences so

profound that customers love using our products and services, and actively

recommend them.”

We Design for customer delight


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The Loyalty Nirvana

EvaluateConsider

BUYAdvocate

Bond

Enjoy

Consumers expect it!


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DMP DWHPrimary Role Customer Intelligence & Experience Optimization Business Intelligence and Corporate

Optimization

Core Functions

Data Centralize customer and marketing data - includes IP-data from all digital channels in real time. No PII data

Centralize corporate operational data – typically not 3rd party. System of record for PII

Infrastructure SaaS partnership with clients - not a technology investment, rather a marketing investment

Hardware, software and technical infrastructure internal to corporation

Marketing Intelligence Real time optimization, customer intelligence and modeling Reporting and modeling business intelligence

Marketing Media Campaign Campaign set-up of digital marketing programs (e.g., flighting, budget management, etc.)

Irrelevant to the clients' end consumers (directly)

Timing Real Time Not Real Time

Bottom Line: To maximize their performance and efficiency, Intuit requires both a DWH and a Customer Optimization Platform (the DMP is a component of a Customer Optimization Platform). The DWH helps solve the corporate "Big Data" issue while DMP solves the Customer "Real-Time Data" issue


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“Effectively creating, delivering, measuring and managing an end-to-end

customer experience that delivers maximum economic value to your

business.”


Perf

orm

an

ce /

Rele

van

ce

Retargeting

Social, Mobile, ToF Display

Site Retargeting / BT

Demo profile (e.g. males, 18-34, in US)

User Data

3rd party 1st party

Contextual Targeting

Prospecting

Consideration

Research

2nd party

Intent

Paid Search

Real-time data capture and intelligent decisioning is available

Offline (TV, Radio, Print…)

Partners (Retail, Aff…)

Awareness


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Analytics & modeling is maturing but not fast enough

@cezanne#cezanneDMP Mindset Shift Lead By The Digital Team

Customers trump everything!

Egos must be left at the door!

Don’t move ahead until you have shared vision!

Measure DMP use cases with eye towards accretive growth!

Stay abreast of progress through operational mechanisms!

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@cezanne#cezanneCustomers trump everything!

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@cezanne#cezanneCustomers trump everything

1. Go broad to go narrow – Where are they looking for your products?

2. Deep empathy - What are they looking for?

3. Rapid experiments – When are they looking for it?

Plot key prospect and customer touch points

Source: ClickZ


Three key questions:

1. What are key pain points for customers?

2. Where are optimal product synergies?

3. Can we leverage each product line as a front door to our suite of solutions?

Customer

QuickBooks

Mint Home & Biz

Payroll

GoPayment

TurboTax

Quicken

QuickBase

Point of Sale

Plot key prospect and customer touch points


Customers

Performance

Competition

- Features

- Offers

- Benefits

Business

Brand Guidelines

- Promotions

- Seasonality

Prospects & Customers

- Perceived value

- Call-to-action

- Credibility

Successful DMP deployment will:• Delight prospects and

customers• Maximize profitability• Increase market share• Make more money• Produce cost efficiencies

Design for customer delight

@cezanne#cezanneEgos must be checked at the door

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@cezanne#cezanneEgos must be checked at the door

Establish executive sponsorship CMO and/or departmental heads

Bring key stakeholders into the process early on Offline, Online, Research, Analytics, Finance, Creative,

Production, Technology and PMO teams

Define clear roles and responsibilities Who is the driver, approver, core contributors and the

informed?

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@cezanne#cezanneDon’t move ahead until you have shared vision

Establish the future state, collectively

Set clearly defined mission, principles and values to get there

Avoid pleasing everyone, that is not the objective

Listen and inquire and do not advocate

Resolve questions and concerns as soon as possible

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@cezanne#cezanneMeasure media with an eye towards growth

Three key questions:

1. How should we value each customer touch point and response?

2. How do we align our campaign to the value?

3. How are we thinking about funding for the campaign?

Seek out & understand the economic value of all touch points and fund it separately

@cezanne#cezanneStay abreast of progress through operational mechanisms

Develop an organizational structure

Hold regular & consistent meetings at all appropriate levels

Assess needs and resources and develop goals to enhance the goals of your integrated media campaign

Establish success metrics, measure, review and make any necessary changes

Develop thresholds to signal contingency planning

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@cezanne#cezanneIntuit DMP Case Studies

User Story Description Status Outcome

1We want to be able to know whether our prospects are accountants or SMB owners and present a personalized experience and product

ActiveUnique experience being served to

accountant audience with a 166 revenue index to control

2We want to know which QBO customers by specific SKU are most likely to sign up for GoPayment and present them with a relevant GoPayment offer through media

Active “Very likely” QBO audience indexing higher than “likely” QBO audience

3We want to know which of our prospects use more mobile and to then offer a relevant experience and/ or provide relevant mobile app

Active Targeting existing QBO mobile users with GoPayment App on Android and iOS

4We want to track user behavior and optimize across social, search, website, display, and mobile Active Currently tracking user behavior across

social, search, website and display.

5We want to change the ad and message based on activity within our websites

Not Active Yet

Need to leverage x+1 and Sitespect integration

6We want to understand our prospects behavior on different devices

Active w/ Nala

Added SDK to QBO, adding to GoPayment Apps (phone and tablet)

@cezanne#cezanneFuture

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Targeting

Data Collection

DMP

Tagging/Tracking

Mobile/Tabs

Desktop

Decisioning

Personalization

Phone/Care

TV

CMS/Testing

Audiences

Customer Data

3rd Party

2nd Party

Websites

PPC Display Paid Social Mobile Affiliates Earned SEO/Social

Websites/UGC In Product Retail/eTail

In Production

In Progress

In Plan

Legend

CRM/Phone/Care

Datamart

Real-timeOptimization

In Product

Earned

Reporting/Visualization

Marketers

Analysts

Acquisition team poised to usher in a truly integrated, actionable digital enterprise

@cezanne#cezanne

Q&A