Bringing Personal Experiences to Life Through Advanced Marketing Automation

Bringing Personal Experiences to Life Through Advanced Marketing Automation

Ed FormanSVP, Analytic [email protected]

Zimm ZimmermannVP, [email protected]

© 2014 Merkle. All Rights Reserved. Confidential2 © 2014 Merkle. All Rights Reserved. Confidential

Merkle refers to Advanced Marketing Automation as software platforms, technology and data utilized by marketing departments in managing and automating the orchestration of activities within an omni-channel environment.

MarketingAutomation

AudiencePlatforms

MarketingData

AssetMgmt

MRMLeadMgmt

DMP

FMPChannel

Media

© 2014 Merkle. All Rights Reserved. Confidential3

Marketing Automation has grown from managing segmented list campaigns to responsive interactive journeys

Campaign Management Site Personalization Interaction Management

Key segments differentiate groups for batched communications

Journey based engagement defines offers and interactions.

Targeting

Optimization

Level of insight

Platforms & Formats

• Campaign Based• Brand • Business rule segmentation

• Campaign Based• Brand• Modeled segmentation

• Interaction Based• Customer Centric• Automated segmentation

development

• Batch “List” Execution• A/B Testing• Batch Messaging

• Automated Predictive Optimization• Journey Based Offer / Messaging

• Email • Direct Mail

• Website• Landing Pages• Contact / Service Center• Sales Automation (e.g. Veeva)

• Display• Social• Smart Devices (e.g. phone and

television)• Tablets

Segment & Interaction

Personalized Engagement

Segment

1st & 3rd Party

Segment

1st,, 2nd, & 3rd Party

• Multivariate• Demographic or related brand

messaging

Automated segments define the next best offer.


Advanced Marketing Automation manages and automates the conversation of a personalized patient experience

TV & Radio

Print

Mail

Email

Display

Social

Search

Web

Store

Care

Phone

Affiliate

Position Expectation ProductPrice

ServiceEducation

Selection Consultation Experience Customization

Med

ia

Ch

ann

els

Brand Value proposition

Patient portfolio


• Audience sizing• Experience blueprint• Media plan• Creative brief• Targeting &

personalization plan• Budgeting &

forecasting• Measurement plan

• Portfolio• Experience• Interaction• Touch Point

Building out Marketing Automation

• Enterprise Segmentation

• Behavioral triggers & sequencing

• Lifecycle stages• Value score

• Corporate• Brand• Product & service• Media• Creative & messaging• Offer• Channel• Customer Strategy

• Online onsite• Online offsite• Service Center • Kiosk• Offline (print, mail,

TV, outdoor, radio)

STRATEGY

PLANNINGDEVELOPMENT

& LAUNCH

AUDIENCEINSIGHT

OPTIMIZATION


Marketing has evolved beyond brand marketing campaigns to interactive patient journeys

1950s+Age of brand

1995+Age of channel

2013+Age of the

patient

Direct-to-consumer business model transformation

Addressability At Scale

Creation of national brands

National media and mass marketing

Internet and eCommerce

Social networks & digital media


We need to reset our approach to managing the patient experience

End up with:

Start with:

Enable the right capabilities

See or expand what tools and capabilities we have

See what data is available

See what media/channels are working well

Let the talent design offers and promotions

Design the patient experience

Manifest through content, creative, offers and brand

Enable the right media/channels

Analyze the data

The product / brand Patient experience strategy

Patient experience?The ideal patient experience

PreferredTraditional

For the rest of our webinar on Bringing Personal Experiences to Life Through Advanced Marketing Automation, view our four-part

on-demand webinar series here.

http://bit.ly/1GNQ3ro


