3. @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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4. @cezanne
#cezanneWhy Intuit Chose A DMP
“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
6. @cezanne
#cezanneWhy Intuit Chose A DMP
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DMP DWH
Primary 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
7. @cezanne
#cezanneWhy Intuit Chose A DMP
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“Effectively creating, delivering, measuring
and managing an end-to-end customer
experience that delivers maximum economic
value to your business.”
8. @cezanne
#cezanneWhy Intuit Chose A DMP
Performance/Relevance
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
10. @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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12. @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
13. @cezanne
#cezanneCustomers trump everything
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
MintHome&Biz
Payroll
GoPayment
TurboTax
Quicken
QuickBase
Point of Sale
Plot key prospect and customer touch points
14. @cezanne
#cezanneCustomers trump everything
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
16. @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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17. @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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18. @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
19. @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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20. @cezanne
#cezanneIntuit DMP Case Studies
User
Story
Description Status Outcome
1
We want to be able to know whether our prospects are
accountants or SMB owners and present a personalized
experience and product
Active
Unique experience being served to
accountant audience with a 166 revenue
index to control
2
We 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
3
We 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
4
We 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.
5
We want to change the ad and message based on
activity within our websites
Not
Active Yet
Need to leverage x+1 and Sitespect
integration
6
We want to understand our prospects behavior on
different devices
Active w/
Nala
Added SDK to QBO, adding to
GoPayment Apps (phone and tablet)
Where are they so we can target you. Where is the most efficient placements to consider
1. Perceived ValueYour potential visitor is looking for a “solution” to their pain points. In fact, customers care about solving their problem, not necessarily buying your product. You must convince them that you will solve those pain points (support, new products, and services).Saving money is a huge perceived value. Everyone wants to save money by finding a cheap way to solve their problem (or even better, solve the problem free of cost!). Your ad copy should emphasize what problem you’ll be solving for the user.2. RiskWhile your customers want to solve their problem, they also want to guard against the risk of wasting time and money. This is why “risk reversal” is such an important element of your ad copy.To help users guard against risk, you must convince them of the value of clicking on your ad and not wasting time by getting suckered in to something that doesn’t work for them.At every step of the way, you want to reduce the friction of taking the next step. Convince users of the value of clicking on your ad, and you will get more relevant visitors.You also want to help users guard against wasting their money by emphasizing free or low cost entry points. A good example is “Free Quote,” which is one of the most established calls to action on PPC ads. For the user, there’s no risk in a free sign up that’s quick and easy, so why not sign up? Not only does this increase clicks, but it significantly increases conversions. You’re saying that “all I want to do is tell you what it will take to solve your problem.”3. CredibilityCredibility is always at the top of your customers’ minds. Your customers want to guard against risk by choosing someone they know and trust. This is why branding is such an important investment for your business’s long term success. The best way to instill a sense of confidence and trust is by making users feel like they know you and like you.For example, you may want to mention a trusted brand associated with your business, such as mentioning a prestigious award. (This sort of credibility builder is one of the most successful tactics in various scenarios. For example, saying someone is a “Pulitzer Prize-winning author…” or “Nobel Prize-winning scientist” is a great way to gain instant credibility.You could take a more aggressive approach by directly touting your track record, such as saying that you “Generate X number of dollars for Y number of clients” or saying that a specific product has been sold to “X number of happy customers.”4. Call To ActionYour ad and landing page is your ultimate salesperson. So your ad and your landing page better have a compelling call to action that is quick to the point.Your prospects don’t have much time, need quick answers and are clicking to new pages every few seconds. So you have to get to the point before they look elsewhere.Often times, it’s as simple as asking someone to take action right away. So don’t be shy; shy salespeople don’t close the deal! However, make sure you are professional.Don’t be too pushy. (Don’t use ALL CAPS LIKE THIS BECAUSE IT’S OBNOXIOUS!) Provide enough value to close the deal without being the used car salesman. Often, this is something as simple as “Buy Now”, or “Order Online & Save” in your ad copy.On the landing page, many people make the mistake of putting as much information on the page as possible. Your goal is to make the value proposition clear and simple, and tell the customer what to do by making the “Buy Now” button standout and clear.5. QualifiersOften times, you will be bidding on keywords that are a bit broad. Some of the people searching are your target market, and others aren’t.Additionally, you might be positioned to take only a small portion of your market. For example, you may be focusing on providing lower prices (competing on cost), or on better service (competing on value), or on a specific sub-segment of the market (e.g., moms, kids, college students, higher net worth individuals).Most business owners are afraid of “not talking to everyone”. So they will not tell a prospect how much their product costs, or who is their ideal customer. This is BAD.By using language that resonates with your target audience, you will simultaneously stop wasting money on clicks from people who won’t convert, while increasing the ad’s relevance in the eyes of your true target audience. By putting in a qualifier, you spend less and make more, so don’t be afraid to get specific!
A shared vision is a view of some future state that is agreed upon and shared by others. It is useful when managing change and when you have people who are initially resistant to change.