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Connectedness Gets Personal - Adam Lavelle - iCrossing

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iCrossing
iCrossing

"Connectedness Gets Personal" as presented by Adam Lavelle, Chief Strategy Officer, iCrossing on March 7, 2012.

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connectedness gets personal adam lavelle, chief strategy officer iCrossing client summit 2012
Connectedness
Connected marketing is an evolution Connected Coordinated eBusiness Marketing Marketing 3.0 Value to the Business Channel Transactional Integrated Optimizers Marketing Marketing 2.0 Brochureware Consistency Digital 1.0 Marketing “Experiences” Value to the Audience
Its art meets science
Its mad meets math
and it all happens
in a moment
What is a moment? moment – (physics): a tendency to produce motion, esp rotation about a point or axis
owning the moment
Which moments are worth owning? Exploring Point of Sale Use of Product Advocacy/WOM First Second Third Advertisin Moment Moment Moment g of Truth of Truth of Truth The online The 3-7 seconds When you What you say to decision-making when you are experience others about the moment(s) staring at the the product product products on the shelf Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw, Google P&G P&G Nestle
Source: Forrester
Source: Forrester
Connectedness Gets Personal - Adam Lavelle - iCrossing
deconstructing a moment
Looking ‘inside’ a moment Where is the moment being experienced? Who is experiencing the moment and who is providing it? What is the ‘stuff’ being offered up? What intelligence is used to tailor the moment, and what data is gathered? How is this connected to other moments in the audience’s experience?
making the moments matter
Buying attention alone is not sustainable When bought media ‘goes dark’ there is no conversation between the brand and the audience Attention Launch End Launch End Time
Bought, earned, owned build value * To succeed, earned and owned have to be always-on Bought Attention End Bought Launch End Bought End Launch Earned & Owned * Launc h Time
content
Leveraging the content continuum
Embracing the increase in ‘creation velocity’
Managing the connected marketing ecosystem
Connectedness Gets Personal - Adam Lavelle - iCrossing
Connectedness Gets Personal - Adam Lavelle - iCrossing
Connectedness Gets Personal - Adam Lavelle - iCrossing
Connectedness Gets Personal - Adam Lavelle - iCrossing
Connectedness Gets Personal - Adam Lavelle - iCrossing
Connectedness Gets Personal - Adam Lavelle - iCrossing
data
The science of matching content to audience • Demographic Markers • Psychographic Markers • Media Exposures • Search History • Site Behavior Audiences • Social Graph Context • Competitors • Brands • Devices • Channels Content • Socio-economics • Media • Categories • Semantics • Lifespan • User Generated
The DMP is the emerging hub of digital
Audience profiling in real time Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing News & Media -> Fashion Magazines Style & Fashion -> Fashion -> Fashion News Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75) Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83) Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4) TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast; Bizo: Senior Executive, Business Traveler High Net Worth Elle Subscriber – expires 2012/3/31 Fashion Addict Renewal Ready
Audience data provides benefits to the marketer Audience Reach Audience Analytics (Brand Focus) (Attribution) Anne Status: ? Status: Frequent Visitor Performance Data Alliances Age: ? Age: 21-38, HHI: $100K+ (Direct Response) (Cooperative) Lifestyle: ? Lifestyle: Mover & Shaker Life Stage: ? Life Stage: Expected Mom DMA: ? DMA: New York Intent:? Intent: Auto, Luxury Travel • Securely collects, integrates, and analyzes the entire data portfolio • Models data into custom audience segments • Segments that are actionable in real time
We provide an extremely flexible platform Integrated Data Portfolio Marketing Platforms Website Data • Ad Servers • Inventory/Yield Optimizers • Content Management Mobile Data • Site Personalization • Creative Optimization Digital Data • Ad Networks/DSPs e.g. Email, Search • Mobile Networks • Ad Exchanges/SSPs • Data warehouses Offline Data e.g. CRM, POS Analytic & Insight Data Monetization Social & Life Data • Data Exchange e.g. Registration, etc. • Private Exchanges 3rd Party Data Sales Marketing Ops
moments are personal
let’s own your moments
Connectedness Gets Personal - Adam Lavelle - iCrossing
Connectedness Gets Personal - Adam Lavelle - iCrossing
thank you.

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Connectedness Gets Personal - Adam Lavelle - iCrossing

  • 1. connectedness gets personal adam lavelle, chief strategy officer iCrossing client summit 2012
  • 3. Connected marketing is an evolution Connected Coordinated eBusiness Marketing Marketing 3.0 Value to the Business Channel Transactional Integrated Optimizers Marketing Marketing 2.0 Brochureware Consistency Digital 1.0 Marketing “Experiences” Value to the Audience
  • 4. Its art meets science
  • 6. and it all happens
  • 8. What is a moment? moment – (physics): a tendency to produce motion, esp rotation about a point or axis
  • 10. Which moments are worth owning? Exploring Point of Sale Use of Product Advocacy/WOM First Second Third Advertisin Moment Moment Moment g of Truth of Truth of Truth The online The 3-7 seconds When you What you say to decision-making when you are experience others about the moment(s) staring at the the product product products on the shelf Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw, Google P&G P&G Nestle
  • 15. Looking ‘inside’ a moment Where is the moment being experienced? Who is experiencing the moment and who is providing it? What is the ‘stuff’ being offered up? What intelligence is used to tailor the moment, and what data is gathered? How is this connected to other moments in the audience’s experience?
  • 17. Buying attention alone is not sustainable When bought media ‘goes dark’ there is no conversation between the brand and the audience Attention Launch End Launch End Time
  • 18. Bought, earned, owned build value * To succeed, earned and owned have to be always-on Bought Attention End Bought Launch End Bought End Launch Earned & Owned * Launc h Time
  • 21. Embracing the increase in ‘creation velocity’
  • 22. Managing the connected marketing ecosystem
  • 29. data
  • 30. The science of matching content to audience • Demographic Markers • Psychographic Markers • Media Exposures • Search History • Site Behavior Audiences • Social Graph Context • Competitors • Brands • Devices • Channels Content • Socio-economics • Media • Categories • Semantics • Lifespan • User Generated
  • 31. The DMP is the emerging hub of digital
  • 32. Audience profiling in real time Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing News & Media -> Fashion Magazines Style & Fashion -> Fashion -> Fashion News Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75) Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83) Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4) TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast; Bizo: Senior Executive, Business Traveler High Net Worth Elle Subscriber – expires 2012/3/31 Fashion Addict Renewal Ready
  • 33. Audience data provides benefits to the marketer Audience Reach Audience Analytics (Brand Focus) (Attribution) Anne Status: ? Status: Frequent Visitor Performance Data Alliances Age: ? Age: 21-38, HHI: $100K+ (Direct Response) (Cooperative) Lifestyle: ? Lifestyle: Mover & Shaker Life Stage: ? Life Stage: Expected Mom DMA: ? DMA: New York Intent:? Intent: Auto, Luxury Travel • Securely collects, integrates, and analyzes the entire data portfolio • Models data into custom audience segments • Segments that are actionable in real time
  • 34. We provide an extremely flexible platform Integrated Data Portfolio Marketing Platforms Website Data • Ad Servers • Inventory/Yield Optimizers • Content Management Mobile Data • Site Personalization • Creative Optimization Digital Data • Ad Networks/DSPs e.g. Email, Search • Mobile Networks • Ad Exchanges/SSPs • Data warehouses Offline Data e.g. CRM, POS Analytic & Insight Data Monetization Social & Life Data • Data Exchange e.g. Registration, etc. • Private Exchanges 3rd Party Data Sales Marketing Ops
  • 36. let’s own your moments