Today, Brand Marketing is a two-way process, with the company and consumer in constant dialogue. Marketers must now center their business around understanding- and responding to- every single touch point of the customer journey.
19. Data driven customer
experiences
Demographic
Gender/Age
HH Income
Family Size
Education/Occupation
Homeowner
Flight Activity
Average Fare
Tickets/Year
Paid First & Upgrades
Coach & Discounts
Award Tickets
Loyalty
Tenure
Medallion Level
Future Status
HVC
Distribution
delta.com
OTA
Reservations/agency
Corporate
Partner Airlines
38. “Between 2008 and 2010, companies with more
diverse top teams were also top financial
performers. That’s probably no coincidence.”
-McKinsey Quarterly, April 2012
{"38":"http://rfish.us/YAzDgQ\n","27":"We have to start by rejecting the silo, the creative teams cannot work without the data teams.\nOmnichannel collaboration is critical to keeping the physical experience in sync with online\nSome of our clients are creating data organizations to help span these silos and avoid redundancies\nLow prioritization by CXOs, therefore inadequate resources and investment\nAgency services and segmentation used for analysis and creative in siloes, rather than for actioning tailored experiences\nHow you are organized to use the technology, not the tech itself\nWe’re all doing less “digital marketing.” Instead, we’re simply doing marketing in a digital world. This nuance will dictate your organization’s culture and marketing roadmap for the future.\n","33":"The launch of your site is the starting point for your web experience, not the finish line\n","39":"McKinsey analysis\n","28":"Why? Gartner quote.\n","34":"Smart car: Humor the haters\n","23":"Nike Fuelband as a service. Nike is not just a clothing brand, it’s a lifestyle (which provides benefits to consumers)\n","29":"Case study: Cross-channel Targeting (aka Cookie Jar)\nStaples\n","18":"End to end experience build the brand. When you start approaching briefs this way, you’ll realize that it’s all about providing value to the customer, using existing channels and creating new ones. Keeping that message consistent.\n","24":"Audi City London video\n","30":"Kevin Biondi, VP of Global Digital Marketing was tasked with a seemingly simple challenge: creating a 360 degree view of the consumer and bring personalization to the forefront of Staples’ marketing programs. How did he do it? Kevin worked across silos, with teams in media and offline customer data, to help Staples build a better view of their customer. By putting data to work for his entire organization (not just digital), he is helping Staples get as close as possible to what the consumer wants. And he did that by breaking down silos.\n","19":"So let’s look at a winning experience…\nOften when people ask us about data driven experiences, they ask what can we use for a better experience, well, here’s what’s available to airlnes… demo, activity, loyalty, and distribution\n","36":"“When you step into an intersection of fields, disciplines, of cultures, you can combine existing concepts into a large number of extraordinary new ideas.”\n","25":"Audi City London video\n","3":"My name is Ray Velez. I am the Global CTO of Razorfish and author of Converge.\n","20":"This is just the first step for Delta. \nNow the focus has fundamentally transformed:\n- From just improving ticket sales, to targeted ticket sales\n..to productize ancillary revenue that’s relevant to the customer\netc\nBasically, Delta are now able to evolve the proposition to the market and customer based on this first step. \n","9":"Analogy: \nBlack and white color\n(The Wizard of Oz)\n","37":"Eastgate, the result, has been open for only nine months, but so far Pearce seems to be succeeding: the complex has been using less than 10 percent of the energy of a conventional building its size. Old Mutual saved $3.5 million on a $36 million building because an air-conditioning plant didn't have to be imported. More important, the savings on electricity are passed along to tenants, so rents are 20 percent lower than in a new building next door.\n"}