Marti is the Director of E-Commerce at the Master Lock Company and has been with the company since 1999. Recently, he’s been focused on implementing numerous cloud-based sales & marketing platforms, mobile applications, and social media across their global business units. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

1. Digital Marketing: Our Keys
to Effectiveness
Insights thru
Analysis
Focus on
Exploring
User Experience
Innovation
Maximizing
Mobile
Simplicity thru Complexity

2. The Master Lock Company - 92 years
of security solutions for home, family
& business

3. 1921 - 1928
The world’s first laminated
padlock invented. Trainloads
shipped to New York City
during prohibition.
2004
New corporate
headquarters established in
Oak Creek.
2012
President Obama visits
Master Lock to discuss
American manufacturing.

4. A wide range of products for CONSUMERS
Thousands of
Consumer
products where
the purchase
decision is
driven mainly
by emotion &
product design
Keeping your home, family & possessions
protected & safe

5. A wide range of products for BUSINESS
Hundreds of
thousands of
products for
Business & Gov’t
where purchases
are driven by
worker safety &
regulatory
specifications
Keeping the workplace safe & compliant with OSHA
requirements & regulations

6. We market our products across 25 global
web sites…. in 7 different languages

7. INSIGHTS THRU ANALYTICS

8. Insights thru Analytics
Everything we do in Digital is measured
It’s how we answer the question
What Next?

9. Questions I’m researching..
• What impact are my
Youtube videos having on
Youtube Demographics
YTD our SEO strategy?
• Why are consumption
rates of our instructional
videos so high on
phones?
• Are promotional
sweepstakes delivering
valuable impressions – or
just feeding an insatiable
demand for “Free Stuff”
on promo aggregator
sites?
Goal: Take a well-rounded approach that goes beyond
just traditional measures like Visitor Traffic & Page
Views……FOCUS firmly on emerging trends

10. “External” “Internal”
Metrics Metrics Tools we Use:
• Foresee Results for
visitor insights
• Google analytics
Compiled
• Google Adwords data
Monthly • Google 52 week
keyword data
• Facebook metrics data
• Youtube Channel data
Trends Analysis • Internal sales
conversion data
Is it a trend or an
• Contact center data
anomaly? (emails & phone calls)
• App Store metrics
from Apple, Droid and
Amazon Markets
• Customer POS data
• Channel partner data
Optimizing for those trends

11. Lastly….some sage advice on when to stop
“If you torture numbers
long enough – they’ll
confess to anything!”
Keep your analysis Short, Simple &
Actionable!

12. FOCUS ON USER EXPERIENCE

13. The Problem: typical results page on a broad query
from keyword search:
Many of our
products look
very similar &
the
differentiators
are not plainly
visible….
We needed a better way to connect users with the
Right Lock for their need

14. Consumer input helped us refine…
Survey data from site users
was clear:
• Consumers viewed us as
the Lock Experts
• They were duly impressed
with our tremendous
variety of products…
• BUT….they didn’t want to
learn all about LOCKS &
become experts
themselves!
They were feeling a bit
overwhelmed!
Our Solution > PARAMETRIC search
Simplicity thru Complexity

15. Extensive product knowledge built into the algorithms get users to
the right product for their specific need via 3 simple questions…

16. Challenges
to Implementing
We were forced to look at
our product assortment
quite differently:
• Needed to design new data
3KALF filters & algorithms
• Needed to create new logic
rules for the relationships
between products
• Needed new product
attributes for which we had
no data
It’s now the 2nd most visited area on our site – with
the highest conversion rate

17. MAXIMIZING MOBILE

18. Mobile sites & Apps….
We support 4 App
platforms & also
Responsive
Design

19. The majority of our
Connecting thru mobile…. sites are now
optimized for mobile.
This changes consumer
behavior dramatically.
• Browsing is optional,
but action is where it’s
at!
• Speed & flexibility are
at a premium when it
comes to the UX.
• “Consumption
patterns” are changing
fast.
Users consume our content differently depending
on where they are & which screen they’re
viewing….

20. Much more “Direct” interaction on phones….
Typical User Experience:
Standing in a store looking at
a shelf full of locks….
• “I have a simple question –
don’t make me hunt for an
answer!”
• “I’ll watch your videos some
other time, maybe from home
– thank you.”
• “My phone screen is 3” wide!
http://m.masterlock.com Don’t make me try to click on
your teeny, tiny nav. buttons.
We stick to the basics – show them our products,
where they can buy them and how to get answers

21. Multiple screens > multiple paths to purchase
* Aug, 2012 “The New Multi-Screen World”; Google, Sterling Brands & IPSOS

22. Where do QR Codes fit in?
Product Pkg. w/Tag Micro-Mobile Site
They have a place in the marketing mix, but it’s a
small niche – not a wide-open highway.

23. EXPLORING INNOVATION

24. Augmented Reality – watching & testing…
Proof of Concept
Layar.com

25. Layers of Media Served up “On Demand”
Blippar.com
A magical user experience for consumers

26. But adoption may emerge faster in business
markets - because the ROI could be substantial
Vuzix's Eyewear for
Industry
The Vuzix M2000AR displays
content from a connected
device over a video stream of
real-world content, which could
be perfect for managers or
employees who need to access
technical data or repair
procedures while in the field.
Increased efficiency &
productivity ADD VALUE for the
end user

27. “Connected Products” that bridge the gap between
physical & digital…….adding Value for consumers
Solving that age-old problem: “I Lost my Combination!”

28. Final thoughts…on the growing demands of digital
marketing….
Faster speed to market
Increasingly complex
& diverse technology layers
Increasing consumer
expectations

29. THANK YOU!
Marti Gahlman
mgahlman@mlock.com
@martigahlman
414-248-3584