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Razorfish at DIS: Rethinking Collaboration

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To create rich, technologically enabled experiences, enterprises need close collaboration between marketing and IT. In this session, Razorfish's Ray Velez will explain how to companies need to organize for innovation by applying the principles of agile development. He will share his experiences working with global brands to solve business problems at the collision point between media, technology and marketing.
Presenter: Raymond Velez, global CTO, Razorfish @rvelez

Publicado en: Empresariales, Educación
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Razorfish at DIS: Rethinking Collaboration

  1. 1. Rethinking CollaborationRAY VELEZGLOBAL CTO – RAZORFISH@rvelez
  2. 2. Transforming the customer experience.
  3. 3. It’s more than just creativity.It’s more than just technology.It’s more than media and data.
  4. 4. It’s about telling a brand story and providingexperiences in a new way.
  5. 5. [Next Generation Storytelling Image]New Brand ExperiencesCreativityTechnologyMedia (+ Data)
  6. 6. TECHNOLOGY offers a new paletteand fuels brand experiences.
  7. 7. MEDIA allows for a conversation.
  8. 8. CREATIVITY comes from any and everywhere.
  9. 9. Media CreativeTechnologyTechnology, Media andCreative – operatingwithin the context ofBusiness Strategyand Insight.
  10. 10. The CONVERGENCE of technology, media and creativityallows us to imagine, create and enable customerexperiences like never before.
  11. 11. How do we evolve to deliver the new customerexperience?To operate within convergence?
  12. 12. CRAFTINGEXPERIENCESIS AN ART ANDSCIENCE
  13. 13. There are 5 principles to embrace.
  14. 14. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity.
  15. 15. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity.
  16. 16. Your campaign must be structuredaround the customer.
  17. 17. Your strategy must be based on datafrom actual customer activity.
  18. 18. Case study: Reinventing the customer experienceDelta
  19. 19. End to end experiences build the brand
  20. 20. DATA DRIVEN CUSTOMEREXPERIENCESDemographicGender/AgeHH IncomeFamily SizeEducation/OccupationHomeownerFlight ActivityAverage FareTickets/YearPaid First & UpgradesCoach & DiscountsAward TicketsLoyaltyTenureMedallion LevelFuture StatusHVCDistributiondelta.comOTAReservations/agencyCorporatePartner Airlines
  21. 21.  Ticket Sales Ancillary Revenue Upgrades Economy ComfortBusiness Results
  22. 22. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity.
  23. 23. You are no longer in the business of selling stuff,you’re filling consumer needs.
  24. 24. Case study: My Special KKellogg’s
  25. 25. Case study: Kellogg’s Special K[video]
  26. 26. Fluent DMP“COOKIE JAR”
  27. 27. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity.
  28. 28. Reject the SiloCEO“Real Time Communication”CTO“Privacy Concerns”CMO“Responsiveness”ECOMM & SERVICE“Channel Integration”Physical Stores“Channel Integration”
  29. 29. Marketing, technology and creativity areno longer discrete problems.
  30. 30. Case study: Cross-channel Targeting (aka Cookie Jar)Staples
  31. 31. MEDIAEXPOSUREOFFLINECUSTOMERDATAWEBSITEBEHAVIORFluent DMP“COOKIE JAR”The goal: create a 360view of the customer.
  32. 32. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity.
  33. 33. Employ agile methodology and rapid prototyping.
  34. 34. Metricsand datatrack eachstep tosuccess
  35. 35. 64% of functionality builtrarely or never gets used
  36. 36. Case study: Humor the HatersSMART USA
  37. 37. Video case studySmart: Humor the Haters
  38. 38. The finishline isjust thebeginning
  39. 39. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity.
  40. 40. “When you step into an intersection of fields, disciplines, of cultures, you can combineexisting concepts into a large number of extraordinary new ideas.”-Frans JohanssonThe Medici Effect
  41. 41. “Between 2008 and 2010, companies with more diverse top teams werealso top financial performers. That’s probably no coincidence.”-McKinsey Quarterly, April 2012http://rfish.us/YAzDgQ
  42. 42. ExhibitCompanies with diverse executive boards enjoy significantly higherearnings and return on equity.
  43. 43. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity.
  44. 44. What does this all mean for you?
  45. 45. New roles and thinking within both Marketing and ITfunctions.
  46. 46. Collaborative culture / a cross-functional buddy system
  47. 47. It’s more than creativity.It’s more than technology.It’s more than data.
  48. 48. Creativity + Technology +Media = New Brand Experiences
  49. 49. Thank you.RAY VELEZRay.Velez@razorfish.com@rvelez

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