Experience Design & Creation

© 2014 Merkle Inc. | Confidential 1

EXPERIENCE DESIGN & CREATION

© 2014 Merkle Inc. | Confidential 2

Identity Management

Audience Management

ConsumerPrivacy & Compliance

Media Optimization

Channel Optimization

ExperienceDesign & Creation

Platforms Utilization

Measurement & Attribution

Marketing Technology

Platform Data

Platform Execution

Platform Enablers

2

Introducing the Platform Marketer Competencies

The Platform Marketer embodies the collective competencies needed to successfully exploit addressability at scale. By honing these skills, the Platform Marketer is creating competitive advantage for many organizations and is driving digital performance.

© 2014 Merkle Inc. | Confidential 3

Introducing the Platform Data Competencies

Media Optimization

Channel Optimization

ExperienceDesign & Creation

Platform Data

Platform Execution

Platform Enablers

Experience Design & Creation is an essential competency that lies at the core of the Platform Execution’s success.

© 2014 Merkle Inc. | Confidential 4

Experience Design and Creation

4

© 2014 Merkle Inc. | Confidential 5

The platform marketer seeks Creative agencies capable of developing … … multi-channel

personalizedexperiences

… frictionless experiences

… a deeper understanding of

the consumer

… a culture of testing

… rockstarmedia creative

© 2014 Merkle Inc. | Confidential 6

The platform marketer seeks Creative agencies capable of developing … … multi-channel

personalizedexperiences

… frictionless experiences

… a deeper understanding of

the consumer

… a culture of testing

… rockstarmedia creative

© 2014 Merkle Inc. | Confidential 7

A Traditional Creative Brief

© 2014 Merkle Inc. | Confidential 8

The Creative Brief needs to be informed by well constructed Consumer and Segment Insights

© 2014 Merkle Inc. | Confidential 9

Personal Values Drive Complex Human Decisions.

Understanding them is Key to Developing the Best Creative Brief.

© 2014 Merkle Inc. | Confidential 10

The platform marketer seeks Creative agencies capable of developing … … multi-channel

personalizedexperiences

… frictionless experiences

… a deeper understanding of

the consumer

… a culture of testing

… rockstarmedia creative

© 2014 Merkle Inc. | Confidential 11

Well informed Concepts

© 2014 Merkle Inc. | Confidential 12

One page template shows all versioning for each concept

- Lower rounds of creative review with our clients

- One-touch Legal review

- Simple guidelines for implementation from the media team

© 2014 Merkle Inc. | Confidential 13

With multiple versions and custom audiences,

number of ads available:

336ads

© 2014 Merkle Inc. | Confidential 14

The platform marketer seeks Creative agencies capable of developing … … multi-channel

personalizedexperiences

… frictionless experiences

… a deeper understanding of

the consumer

… a culture of testing

… rockstarmedia creative

© 2014 Merkle Inc. | Confidential 15

Friction kills conversion.

Friction can be fixed.

Friction is everywhere.

© 2014 Merkle Inc. | Confidential 16

Frictionless experiences adapt to any device

Mobile Conversion up 100% Tablet Conversion up 70%

Forrester recognizes Merkle as one of the leaders in adapting existing experiences to Mobile/Tablet

© 2014 Merkle Inc. | Confidential 17

Frictionless experiences adapt to any device…in email as well…

© 2014 Merkle Inc. | Confidential 18

Frictionless experiences are built or simplified by great UX experts

© 2014 Merkle Inc. | Confidential 19

The platform marketer seeks Creative agencies capable of developing … … multi-channel

personalizedexperiences

… frictionless experiences

… a deeper understanding of

the consumer

… a culture of testing

… rockstarmedia creative

© 2014 Merkle Inc. | Confidential 20

Platform marketers understand the Importance of a Testing Culture to Frictionless Experience

Control

Test A

Control

Test A

© 2014 Merkle Inc. | Confidential 21

The platform marketer seeks Creative agencies capable of developing … … multi-channel

personalizedexperiences

… frictionless experiences

… a deeper understanding of

the consumer

… a culture of testing

… rockstarmedia creative

© 2014 Merkle Inc. | Confidential 22

Frictionless experiences use Personalization to engage in a conversation with the consumer

Zone 1

© 2014 Merkle Inc. | Confidential 23

Personalization Maturity Stages

Revenue Impact

• Basic "Batch" List Targeting

• No Optimization• Email or Print• Single Message for

everyone• “Dear Harry”

Personalization

• Simple Segmentation• A/B Testing• Email tied to Site

Landing Page• Email Champion

message delivered to everyone

• Tag Personalization

• Model Defined Segmentation

• Multivariate Optimization• Email tied to Site

Landing Page • Optimization within Email

and landing page• Tag Personalization

• Segment or persona driven

• Automated Modeled• Optimization• Channel and Media

Integration • Best Message / Best

Product Offer• Personalized with

customer / product attributes

• Customer Journey Based Segmentation

• Automated Predictive Optimization

• Channel and Media Integration

• Next Best point within the conversation / relationship

• Personalized content based upon conversation

Characteristics and Tactics

Channels

Stage 1

Static Campaign

Stage 2

Rules Based Campaign

Stage 3

Model Based Campaign

Stage 4

Integrated Customer Centric

Stage 5

Customer Centric Conversation

60% 120%20%- 3% 10%

© 2014 Merkle Inc. | Confidential 24

Customer Centric Conversations at the moment of Conversion

Inform a conversation across touch points

Connected Customer Profile

Message

Treatment

Context, Device, Time

OfferCustomer Value

Preference

CRM Data

Device Geo

Cookie

Customer Event Stream

Assembly of Intelligent Dynamic Communication

Create connected view across anonymous and known consumers

Personalization

© 2014 Merkle Inc. | Confidential 25

Experience Design & Creation – Frictionless Experiences require Mobilization, Personalization, and a Testing Culture for Continuous Optimization.

Media Optimization

Channel Optimization

ExperienceDesign & Creation

Platform Data

Platform Execution

Platform Enablers

Platform Execution – Key Takeaways

© 2014 Merkle Inc. | Confidential 26

Thank You!

Patrick CollinsSVP Customer Experience Group, MerkleTwitter: @patrickcollins1