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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
1 2 3
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
Weight Watchers CNX2015 Presentation
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 2015
September 15-18, 2015 | San Francisco, CA

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Weight Watchers CNX2015 Presentation

  • 1. Weight Watchers Earns Points for High- Speed, Global Personalization Effort Mike Olsson, Senior Director, CRM & BI, @mikeolsson Stephanie Fitzgerald, Marketing Tech Lead
  • 2. 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
  • 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
  • 4. 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
  • 5. 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
  • 6. Maximize Team Strengths Salesforce Technical Tasks & Consultation Internal Marketing Tech Tech, Marketing, Data Strategy & Management Local Marketing Segmentation & Content Strategy 1 2 3
  • 7. Learning and Experimentation UK – comprehensive, segmented offer testing with real time results US – member “welcome” series with dynamic content
  • 10. The Results: 12 Million Journeys variations, 11 Countries, 8 Week Deploy, 528 Templates
  • 11. 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
  • 12. 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
  • 14. Join Us For Dreamforce 2015 September 15-18, 2015 | San Francisco, CA

Notas del editor

  1. Way to support consumers on their own individual journey with weight loss – not ecommerce or transactional Do this at scale with lean local teams, and allow them to learn at the same time Employ a federated approach since data, technology are shared resources in our model. Creativity is local though
  2. Each Market has a starting point in their marketing automation program as input into global plan All markets are different – some have different data laws, challenges to funding, a hot shot resource (or not) Micro goals are out of the sprint approach – incremental goals to measure one or two days. Goals establish discipline review and feedback. Testing plan not just about consumer results but also is the team working fast? Smarter?
  3. 2 part test – to understand the functionality but also understand if this was the right fit for the way we wanted to evolve Test Market Selection 3 mid-size markets Resource availability Close proximity Variety of local goals Availability and similarity of data Goal Setting (testing/design built internally) Learnings for Winter Diet Season launch (including content) Offer testing Test re-targeting based on engagement Personalization testing UI/Flexibility for marketers
  4. International, large scale roll out… Helps be AGILE Work in Parallell Salesforce: Training where necessary FTP & decryption Data extensions Contact builder Review builds Testing assistance Internal Marketing DATA (similar data strategy across markets) Guide Strategy (tool features) Coordination Testing plans – based on features being used in journeys Local Marketing Map out journey and segmentation with Marketing tech Provide content Testing assistance
  5. Most of the work goes into the initial activation of a journey Once it’s live, it’s very agile The tool lends itself to immediate analysis to inform decisions Decisions are easily made in the interface (subject lines, re-join of segments, added journey lines with additional content, changed wait periods, etc…) (Ex…it looks like X email isn’t performing that well—let’s split it up and do some multi-variable testing IN journey)
  6. Team gets an idea Develops a strategy and test plan Launch Learn Modify Start over!
  7. The old way was focused on quick wins. Each team, even in a market was siloed based on product approach. New way recognizes the customer doesn’t care about our silos Integrated with products The only way this scales and is successful is through automation – otherwise the complexity quickly outstrips the team’s capacity to act and respond.
  8. Mobile – What are you doing? What have we purchased/engaged with SFMC? What are we sending already? -SMS reminders for Coaching tool -SMS for surveys in physical locations for customer feedback Purely through mobile connect—next steps to move into journeys for multichannel personalization but also for more messaging rather than reminders and surveys. SMS Offers as next step as well.