Weight Watchers Earns Points for High-Speed, Global Personalization Effort

Mike Olsson, Senior Director, CRM & BI, @mikeolsson

Stephanie Fitzgerald, Marketing Tech Lead

Goals –Advance Marketing Tech in 2 months

What is it Modernize Marketing Tech?

How did we organize the team ?

What are the results and where do we go from

here?

1 2 3

The Challenge: Meet the needs of three important groups

Consumer is core

Local markets need freedom to experiment

Global technology allows for economies of scale

Global Technology

Local Market’s Need

Consumer’s Need

Starting Point: Establish a baseline and then Evolve

Take stock of each market’s maturity

Understand the challenges - data, team resources, capabilities, funding

Establish micro-goals

Develop disciplined Test and Learn

Strategic, localized learnings to inform global decisions

How does the tool work?

Does the functionality support our goals?

Select mid- size markets to test

Set varying goals for functionality testing

Maximize Team Strengths

Salesforce

Technical Tasks & Consultation

Internal Marketing Tech

Tech, Marketing, Data Strategy & Management

Local Marketing

Segmentation & Content Strategy

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Learning and Experimentation

UK – comprehensive, segmented offer testing with real time results

US – member “welcome” series with dynamic content

Agile Multi-Market Development

Idea

Develop

LaunchEvaluate

Modify

The Results: 12 Million Journeys variations, 11

Countries, 8 Week Deploy, 528 Templates

Actionable Ideas: Apply these lessons to your organization

“Micro” Goals – Pick a goal achievable in a day or two as a way to build platform confidence

Consumer Journey “Lookbook” – Build a real world experience for your Senior executives

Establish a Learning Cadence – Establish a goal whether you plan to learn or focus on revenue with a strict cadence

Where do we go from here?

• True Omni-channel – In-App, Content Marketing, Push, SMS, Social…

• Rapid Iteration of Journeys and Creative

• Deeper Integration with our Apps and Products

Questions?

Join Us For Dreamforce 2015September 15-18, 2015 | San Francisco, CA