Isobar Digital Transformation 3.25.15

•

2 recomendaciones•858 vistas

Tim Dunn, Director of Digital Strategy at Isobar, presented to the crowd at Boston's Digital Transformation event on 3/25/15 at King Street Tavern, Ames Hotel.

Tecnología

The Music of the British North-West
1980-1995

A"Timeline
Punk"Beginnings"
1976383
Factory"Era"
1982387
Madchester"
1988392
Britpop"
1988392

that’s how relevant most
brands are, to be honest

• what’s happened to us?
• why can’t we cope?
• 3 steps to transformation

What my
friends are
doing
Who I can chat
to right now
How my band is
doing on Facebook
Some guy from the other band last night
Me
Me
My pics, messages +
events
My band
Music I like
Work stuﬀ I do
Family
Games I signed up for
(because friends made me)
My notiﬁcations
Jacqui hates Jeremy Clarkson

what does this mean for business transformation?

…so long as you do it in the right spaces
PRINT
TV
EMAIL
.COM
FACEBOOK
NICHE 
COMM.
ONLINE 
MASS 
RETAIL
SNAPCHAT
APPS YOUTUBE
TWITTER
INSTAGRAM

“Because most retailers haven't yet
created eﬃcient multichannel
models, consumers are working it
out for themselves, using diﬀerent
channels in ways that best suit
them.”
PWC – Understanding how online shoppers are reshaping the retail experience - 2012

Established powers are being out-relevance’d

how do we achieve relevance through digital
transformation?

• be ACTUALLY customer centric
• deﬁne yourself through your experience
• drive every touchpoint with data

being customer centric
is more than just being a
bit nicer on the phone

29
deﬁne yourself through
your experience

35
Data from interactions
across all touchpoints
Site context and
contextual need-state
CMS
Create multi-channel one-view customer
record
• Define framework for accreting data points into the customer record
• Rebuild .com infrastructure around dynamic and individualized approach
• Institute continuous program of hypothesis testing and optimization

39
•25% increase in conversion for paid search
•Multivariate testing of creative oﬀers 19%
site conversion increase

40
Tim Dunn
Director of Strategy
isobar
Guitarist - New Row
@timmcdunn

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Isobar Digital Transformation 3.25.15

2. The Music of the British North-West 1980-1995

3. A"Timeline Punk"Beginnings" 1976383 Factory"Era" 1982387 Madchester" 1988392 Britpop" 1988392

4. that’s how relevant most brands are, to be honest

5. you already know more about me than…

7. • what’s happened to us? • why can’t we cope? • 3 steps to transformation

8. THE AGE OF ME

9. What my friends are doing Who I can chat to right now How my band is doing on Facebook Some guy from the other band last night Me Me My pics, messages + events My band Music I like Work stuﬀ I do Family Games I signed up for (because friends made me) My notiﬁcations Jacqui hates Jeremy Clarkson

10. what does this mean for business transformation?

11. there are lots of ways to be relevant

12. consumer participation drives revenue Free People, an Urban Outfitters brand, received 10k photos to their FP Me style network which drove a 42% increase in same- session conversion

13. …so long as you do it in the right spaces PRINT TV EMAIL .COM FACEBOOK NICHE  COMM. ONLINE  MASS  RETAIL SNAPCHAT APPS YOUTUBE TWITTER INSTAGRAM

14. “Because most retailers haven't yet created eﬃcient multichannel models, consumers are working it out for themselves, using diﬀerent channels in ways that best suit them.” PWC – Understanding how online shoppers are reshaping the retail experience - 2012

15. Established powers are being out-relevance’d

16. Tom"Goodwin,"Havas,"Techcrunch

17.

18.

19.

20.

21.

22.

23.

24. how do we achieve relevance through digital transformation?

25. • be ACTUALLY customer centric • deﬁne yourself through your experience • drive every touchpoint with data

26. being customer centric is more than just being a bit nicer on the phone

27. an example of irrelevance…

28. how people really use channels CONSIDERATION APPS RETAIL REVIEWS BLOGS LOCAL INFLUENCERS BRAND SITE SEARCH BY PRICE PURCHASE FRIENDS RETAIL BRAND SITE SEARCH BY PRICE PARENTS MOBILE awareness / out-of-market FRIENDS OFFLINE MEDIAATHLETES SPONSORSHIP DISPLAY ADS BRAND

29. 29 deﬁne yourself through your experience

30. 30

31. 31

32. 32

33. drive every touchpoint with data

34. 34 What does a personalized  experience look like? • Personalized experience on previously purchased product   • Tell the story of users’ journey with the brand • Users’ interests in product verticals selects relevant product lines and content for display • Site administrators act as ‘hosts’ to manage the community • Meta-data from conversations inserted into consumer profile • Insert user’s personal content into site experience • Enhance with local stock availability • Connect brand advocates in the same location • Use inbound search strings to customize display layer on homepage • Site navigation history used to surface previously viewed and other relevant product and content • Define product display by general popularity • Enhance product pages with friends’ preferences

35. 35 Data from interactions across all touchpoints Site context and contextual need-state CMS Create multi-channel one-view customer record • Define framework for accreting data points into the customer record • Rebuild .com infrastructure around dynamic and individualized approach • Institute continuous program of hypothesis testing and optimization

36. 36 some examples

37. 37

38. 38

39. 39 •25% increase in conversion for paid search •Multivariate testing of creative oﬀers 19% site conversion increase

40. 40 Tim Dunn Director of Strategy isobar Guitarist - New Row @timmcdunn

Isobar Digital Transformation 3.25.15

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