Building a successful customer journey when you have multiple business units starts with a focus on the customer, but it also requires recognizing the unique needs of your internal marketing teams. What does it mean to implement a marketing solution rapidly and across markets or borders? How do you remain agile, allow for local experimentation, and incorporate your results, all while maintaining a consistent foundation?
Learn how Weight Watchers moved the needle by using a combination of off-the-shelf technology, a nimble approach, team collaboration, and a sometimes scrappy low-tech attitude to deploy customer journeys in North American and European markets in under 8 weeks.
Speakers:
Mike Olsson, Senior Director, CRM and BI Applications for Weight Watchers International
Stephanie Fitzgerald, Marketing Technology Lead for Weight Watchers International
Content drivers for global brands: new innovative paths for your branded cont...
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
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
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?
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
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
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)
Team gets an idea
Develops a strategy and test plan
Launch
Learn
Modify
Start over!
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.
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.