Isobar Digital Transformation 3.25.15
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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.
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Isobar Digital Transformation 3.25.15
- 2. The Music of the British North-West 1980-1995
- 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
- 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