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9/30/2011
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Going back to fundamentalsEngagement models for triggered communications
Kelly Soligon@ksoligon
Julie Rezek@JulieRezek
9/30/2011
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Data continuum
Advertising Marketing
BusinessGame
Change
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Wheredo you want to put
your energy?
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The evolutionof advertising
OR…
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Revolutionshifts the focus
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Unique Selling Proposition
USP11
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Juicy, any way you like it, two lbs. of meat, grilled, flamed, fried…
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Unique Single Person
USP13
USP USP
I’m hungry
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The Primal Data PointTM
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changes the way we look at audiences
The
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What does it all mean?
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Not today…
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“Humans generated more data in 2009 than in the previous 5,000 years combined.”Dave Evans – Chief Futurist for Cisco Systems
Facebook’s best year: 130% increase in registered users
Twitter traffic up 1,282% between February 2008 and 2009
LinkedIn traffic jumped tenfold in the first six months of 2011
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“Not everything that can be counted counts, and not everything that counts can be counted.”
Albert Einstein
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It’s not about the dashboard
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It’s not about the 0s and 1s
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It’s about INSIGHT
“Intuition becomes increasingly valuable in the new information society precisely because there is so much data.”
John Naisbitt
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Revolutionaryideas
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one of your most
owned assetsVALUABLE
Data is
Your data is exclusive
Use of data is a sustainable approach
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Data strategy is
transferable across paid, owned, and
earned channels
Business challenges
• B2C vs. B2B lifecycle• Who is our customer?• Intense competition• Limited funding
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The path to purchase is not linear
Image: InformationArchitects.com
Decision making process: TV
Decision making process: Office
ExternalInternal
Create business use case; build consensus
Between IT and divisionHeads to finalize proposal with brand, ROI, and business value
Managing directors present proposal to executive committee
Executive committee meets to make decision
Awareness
External and internal
Build consensus / create business case
Initial discussion
Internaldiscussion
Sharing of information
Information
Online / develop vendor shortlist
Review proposal
Managing directors meet
Authorize budget / make the decision
Executive committee meets
Analyze vendors and features
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Why we get excited
Marketing + Math. Data quality, quantity, and accessibility have brought math to marketing. New digital tools, predictive models, and behavioral targeting will turn insight into foresight.
Source: Booz Allen Hamilton: HD Marketing 2010:Sharpening the Conversation
Hierarchy of communications
Predict& recommendother products
Utilize and engage with
product
Customer owns Officein 3-year Enterprise
Agreement
Promotion of benefits
Corecommunications
Based on behavior &
license agreement
Communication Message
The fundamental evolution
Then• Transactional – one size fits all• Batched communications• Based on the marketer’s goal,
not the customer’s need
Now• Relationship
marketing –tailored to the individuals in an organization
• Modeling• Behavioral insight• Real-time• Based on the
customer moment of truth
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What we didIDENTIFY
Next Logical Purchase
License Agreement
Contactable IT Pro / Dev
FILTER
DELIVER TRIGGERED COMMUNICATIONS
EI Data Set
Developer : Azure
IT Pro/TDM: Private Cloud
IT Pro: Systems Center
MEASURE, REFINE, ANALYZE
A/B Testing
Open > Click > Redemption
Control Groups
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What does it all mean?
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Behaviorally targeted ads are
2.7xmore effectivethan non-targeted ads
NAI: The Value of Behavioral Targeting, Howard Beales, March 2010
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Targetedreach:23,000
accounts
30% higheropen rate
vs.historical
Significantuptake:• Trials• Books
• eLearning
10% IRRVS.
MSFT historical
300 leadsgenerated
Over$2.3M
in pipeline
Results
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Lessons learned
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Questions?
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Thank you!
Kelly Soligon@ksoligon
Julie Rezek@JulieRezek
