Experience Design & Creation is an essential competency that lies at the core of the Platform Execution’s success. This presentation was presented at Merkle's 11th Annual CRM Executive Summit by Patrick Collins, SVP Customer Experience Group, Merkle.

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EXPERIENCE DESIGN & CREATION

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Identity
Management
Audience
Management
Consumer
Privacy & Compliance
Media
Optimization
Channel
Optimization
Experience
Design &
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.

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Introducing the Platform Data Competencies
Media
Optimization
Channel
Optimization
Experience
Design &
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.

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Experience Design and Creation
4

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The platform
marketer seeks
Creative
agencies capable
of developing … … multi-channel
personalized
experiences
… frictionless
experiences
… a deeper
understanding of
the consumer
… a culture of
testing
… rockstar
media
creative

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The platform
marketer seeks
Creative
agencies capable
of developing … … multi-channel
personalized
experiences
… frictionless
experiences
… a deeper
understanding of
the consumer
… a culture of
testing
… rockstar
media
creative

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A Traditional
Creative Brief

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OBSTACLES TO CONVERSION
Lack or limited product selection will cause
this consumer to shop elsewhere
Where I live is also a place to
express myself. I choose products
that enrich the look of my house.
“
”
PURCHASE BEHAVIOR
Spends roughly $500 on Home Improvement
primarily in home décor and accents
MEDIA/CHANNEL USAGE
Primarily driven to HI purchase through
emailed incentives and takes to the store.
Uses mobile for quick price checking.
78%
Caucasian
85%
Female
(See breakouts for more demographic details)
Married
Yrly HI Spend
$500
2
Kids
Age
33
High
Value
Home
Owner
Income
$75-125K
DEMOGRAPHIC ATTRIBUTES
BRAND PREFERENCES
Target, Home Depot, Ikea, Amazon
Home Beautifier
45% of Addressable Customers (US)
The Creative Brief
needs to be informed
by well constructed
Consumer and
Segment Insights

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Personal Values
Drive Complex
Human Decisions.
Understanding
them is Key to
Developing the
Best Creative
Brief.

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The platform
marketer seeks
Creative
agencies capable
of developing … … multi-channel
personalized
experiences
… frictionless
experiences
… a deeper
understanding of
the consumer
… a culture of
testing
… rockstar
media
creative

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Well informed Concepts

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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

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With multiple versions
and custom audiences,
number of ads
available:
336
ads

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The platform
marketer seeks
Creative
agencies capable
of developing … … multi-channel
personalized
experiences
… frictionless
experiences
… a deeper
understanding of
the consumer
… a culture of
testing
… rockstar
media
creative

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Friction kills conversion.
Friction can be fixed.
Friction is everywhere.

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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

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

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Frictionless experiences are built or simplified
by great UX experts

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The platform
marketer seeks
Creative
agencies capable
of developing … … multi-channel
personalized
experiences
… frictionless
experiences
… a deeper
understanding of
the consumer
… a culture of
testing
… rockstar
media
creative

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

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The platform
marketer seeks
Creative
agencies capable
of developing … … multi-channel
personalized
experiences
… frictionless
experiences
… a deeper
understanding of
the consumer
… a culture of
testing
… rockstar
media
creative

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Frictionless
experiences use
Personalization to
engage in a
conversation with
the consumer
Zone 1

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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%

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Customer Centric Conversations at the moment of Conversion
Inform a conversation across
touch points
Connected
Customer Profile
Message
Treatmen
t 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

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Experience Design & Creation –
Frictionless Experiences require
Mobilization, Personalization, and a
Testing Culture for Continuous
Optimization.
Media
Optimization
Channel
Optimization
Experience
Design & Creation
Platform Data
Platform
Execution
Platform
Enablers
Platform Execution – Key Takeaways

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Thank You!
Patrick Collins
SVP Customer Experience Group, Merkle
Twitter: @patrickcollins1