ON-DEMAND ENGAGEMENT

DAVID EDELMAN Global Co-leader, Digital Marketing & Sales Practice @DavidEdelman

It’s about their journey

Diane taps her friend’s headphones, embedded with NFC technology.

The tap leads Diane to Listen Ups’ mobile website.

She checks out the color options and posts to Facebook.

An alert prompt is sent to Diane’s phone.

Looks like pink was the big winner.

She buys the pink ones and receives a free month of Pandora.

Headphones are delivered the next day.

She posts a real picture of her new headphones. Her friends love them.

If her friends buy headphones she gets another free month of Pandora.

Diane gets an email offering a discount at a local club.

Self-realization is a

DEMAND

are on the way to create

AN ON-DEMAND

WORLD

MORE BUILDING BLOCKS

EYE TRACKING

NFC MOTION SENSING

BIOMETRICS

The Customer Decision Journey

IN AN ON-DEMAND WORLD

DEFINES YOUR BRAND

The Customer Decision Journey

Delivery

3

Design Data

2 1

IT’S TIME TO GET DELIBERATE

THREE LEVELS

OF DEPTH DATA

TRENDS

THREE LEVELS

OF DEPTH DATA

TRENDS

PERFORMANCE

THREE LEVELS

OF DEPTH DATA

TRENDS

PERFORMANCE

PEOPLE

NetBase

What type of data do you gather?

How

do y

ou g

ath

er

data

?

Passively

track

Actively

stimulate

WHAT ARE

THEY SAYING?

DATA TRENDS

WHAT ARE

THEY DOING?

Spend

Incre

menta

l cust

om

er

acquis

itio

ns

DATA PERFORMANCE

New

techniques

converge

media mix

modeling and

attribution

DATA PERFORMANCE

PEOPLE understand her complete context

WHERE IS SHE?

WHO IS SHE?

WHERE IN JOURNEY?

DATA

OCCASION Cheryl is doing last minute Christmas shopping

CONSIDERS She is hoping to find a gift for her mom quickly so that she can meet up with her friends.

EVALUATES The associate helps her to select a Bluetooth headset. It’s the perfect gift for her mom, who has a long commute to work. But it costs more thank she wanted to spend. Pandora pitch from Associate.

BUYS She purchases and checks-out on the associates iPad. She provides her email address in order to receive the free one month subscription to online radio.

BONDS She gets an email from brand with a video about how to use the Bluetooth headset. She emails it to her mom so she won't have to help her mom set it up.

COMMITS Brand sees her mom’s blog post and shares it on their Facebook page; A month later when her online radio subscription is about to expire she is notified by brand and is offered a free year's subscription with her next purchase.

ADVOCATES Her mom easily sets up the Bluetooth headset on her own. Cheryl's mom is a blogger on Babble and writes about her great experience with the brand.

DESIGN RICH USE CASES drive requirements

DESIGN FEEDBACK, FEEDBACK! buzz and behavior

Customer intelligence – triggers for immediate response

Campaign and program planning -- budget flexibility

Content supply chain – “digital first”, modular production factory

Performance tracking – massively scaled test and learn

DELIVERY SMART, ITERATIVE,

CROSS-CHANNEL

& REAL TIME

CONSUMER PACKAGED GOODS:

Global digital analytics

E-commerce acct. management

CRM team

Agency reshuffle

EMBRACE NEW

STRUCTURES DELIVERY

BANK:

Elevated CMO, closer to CIO/ CFO/ COO

Cross-BU executive steering committee

Digital marketing ctr. of excellence

Mobile/Social executives

EMBRACE NEW

STRUCTURES DELIVERY

MARKETING OR

ENGAGEMENT?

THE BIG QUESTION is this

ON-DEMAND ENGAGEMENT Shape it or chase it

Are you designing use cases to lead their demands -- Now, Let Me, For Me, Simply?

1

How explicit is your end-to-end data strategy across trends, performance, and people?

2

Are your processes distilling that “big data” so your front line delivers a personally-optimizing experience?

3

Will your Customer’s Decision Journey bring out the best of your brand and drive your growth?

4