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This image cannot currently be displayed. BRINGING AGILITY This image cannot currently be displayed. TO MARKETING

MARKETING HAS SOME BASIC STRUCTURES Is it relevant Should I consider What product How do I buy What does my How do I use my Should I buy Would I to me? this brand is right for me? product offer product more from this recommend this brand brand? AWARE CONSIDER DECISION BUY ENGAGE USE LOYALTY ADVOCACY BRAND MESSAGES Acquisition CAMPAIGN MESSAGE TARGETED XSELL/UPSELL COMMS Retention CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL Advocacy

THE MARKETING PROCESS We strategize on offers We do research and promotional ideas into customer behaviour We brief it Agencies We research it We buy the media We watch respond we put it out there what happens and we wait

WE TRY TO ANALYSE THE RESULTS Week 1 Week 2 “Great news, we are now able to deliver a much higher volume of leads. …….there does seem to be LEADS a problem with “Great news leads conversation though so you are down and sales LEADS might want to look at that are up” we are …. and sales are up… we are delivering a higher delivering a higher quality quality of leads of leads” SALES SALES … cause and effect is not always obvious

MEET SNOWFLAKE

MY GARDEN ECOSYSTEM

THE MARKETING ECOSYSTEM Competitive Market CH CHANNEL CR CREATI TIVE Products Potential MI MIX MESSAGING ME BRAND BR AND & & OF OFFER MEDIA ME Competitive Category Share PR PRODUCT SPEND SP Media Spend of Wallet CO CONVERSION CALL TO CA ME MECHANICS ACTION AC Disrupter Consumer Brands Sentiment Regulatory Constraints

ELEMENTS IN THE AGILE ECOSYSTEM Strategy Message Technology Structure

TRANSFORMATIONAL Strategy INSIGHT ANALYTICS COMPONENTS Organisational strategic initiatives, measurement inputs (brand tracking etc.), psychographic segmentation Technology FLEXIBLE Message PLATFORMS IDEAS (AMO+Tube Mogol+ Doubleclick), Campaign GOAL Agile creative teams optimisation (ACM) Multiple messaging applied to Flexible UX/design (AEM) and segmented thinking Adobe Mobile for apps, Insights (Adobe Analytics + Tealeaf) Structure AGILE THINKING The culture: becoming an insight driven organisation & a data- driven marketing group Ringfence “safe” zones Build agile systems to support decision making

TRANSFORMATIONAL COMPONENTS Strategy Strategy INSIGHT ANALYTICS INSIGHT ANALYTICS Technology Message GOAL FLEXIBLE IDEAS PLATFORMS Structure AGILE THINKING

DEFINING Improved conversion rates THE GOAL Increased customer Improvements in base and reach customer experience Increased share Increased GOAL of wallet channel adoption Ad spend Improved product optimisation design and adoption Reduced churn

MOMENTS OF TRUTH Is it relevant Should I consider What product How do I buy What does my How do I use Should I buy Would I to me? this brand is right for me? product offer my product more from this recommend this brand brand? ENGAGE AWARE CONSIDER DECISION BUY USE LOYALTY ADVOCACY BRAND MESSAGES Acquisition CAMPAIGN MESSAGE TARGETED XSELL/UPSELL COMMS Retention CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL Advocacy

HIGH VALUE MOMENTS Is it relevant Should I What product How do I buy What does my How do I use Should I buy Would I to me? consider this is right for me? product offer my product more from this recommend brand brand this brand? ENGAGE AWARE CONSIDER DECISION BUY USE LOYALTY ADVOCACY BRAND MESSAGES Acquisition CAMPAIGN MESSAGE TARGETED XSELL/UPSELL COMMS Retention CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL Advocacy

TRANSFORMATIONAL COMPONENTS Strategy INSIGHT ANALYTICS Technology Message Message GOAL FLEXIBLE IDEAS IDEAS PLATFORMS Structure AGILE THINKING

LOOKING FOR OPPORTUNITY Is it relevant Should I What product How do I buy What does my How do I use Should I buy Would I to me? consider this is right for me? product offer my product more from this recommend brand brand this brand? ENGAGE AWARE CONSIDER DECISION BUY USE LOYALTY ADVOCACY BRAND MESSAGES Acquisition CAMPAIGN MESSAGE TARGETED XSELL/UPSELL COMMS Retention CUSTOMER SERVICE/LOYALTY COMMS PR/SOCIAL Advocacy

IDENTIFY AND OPTIMISE HIGH VALUE ACTION

CRO

TRANSFORMATIONAL COMPONENTS Strategy INSIGHT ANALYTICS Technology Technology Message GOAL FLEXIBLE FLEXIBLE IDEAS PLATFORMS PLATFORMS Structure AGILE THINKING

BUILDING MARTECH MATURITY Attribution and Predictive Tools Live response systems, Funnel Visibility early warning systems, Lead Quality Management, CRM, Capture movement, conversion rate Nurturing and Sales Context optimisation, velocity and aging measurements Marketing AB Testing, Marketing automation Automation linked to owned digital media buying Marketing Flexible creative platform Transformation CRAWL WALK RUN Josh Hill Martech maturity model

TRANSFORMATIONAL COMPONENTS Strategy INSIGHT ANALYTICS Technology Message GOAL FLEXIBLE IDEAS PLATFORMS Structure AGILE THINKING

THE AGILE MARKETING TRANSFORMATION JOURNEY CRAWL WALK RUN Strategic and Brand Media and creative Responsive Dynamic STRATEGY alignment adaptability marketing Brand Led Segmentation Driven Individually led MESSAGING (trigger based) Agile Technology platform Marketing automation, internal 360 customer platform, Dynamic TECHNOLOGY Analytics capability trading desks, Analytics optimisation Marketing organisational Growth Hacking and Dynamic daily measurement STRUCTURE structure experimentation and optimisation

DEVELOPING AN AGILE MINDSET GROWTH HACKING MINDSET FIXED MINDSET Develop a list of ideas • Determine what you • think will work Stress test them • Scope solution thoroughly • Pick a few that look promising • Assess total fixed costs • • Run the experiments Define end state “upside” • • Measure and optimise • Build a business case Scale up what works • Sell it in • Iterate • Hope it works • Avoid Embrace CHALLENGES challenges challenges Persist in the OBSTACLES Give up easily face of setbacks

THE PROCESS IDEAS SCALE UP OPTIMISE PRIORITIZE REJECT ANALYSE TEST

IDEAS Core team Experiments Experiments Experiment Manager Hacker team Analytics Coordinates experiments, drives Typically development and UX Delivers initial insights on which the prioritisation process, champions the teams who construct the experiments are based, Reviews the process to the wider organistion various executions to test effectiveness of each experiment, suggest ways to refine it, predicts scale up projections

IN SUMMARY

EVOLVE YOUR APPROACH RUN WALK CRAWL Awareness, Acquisition, Targeting and conversion optimisation Retention and loyalty OBJECTIVES and lead generation Focus on digital channels Bring Above the line media into the mix Include Offline experiences CHANNELS Priority segments Expand to all segments Expand to all segments SEGMENTS Optimise existing products Expand to include new experimental Use to test potential products PRODUCTS products Marketing focus Marketing, IT and Product All of company ENGAGEMENT WITH OTHER TEAMS Adobe AEM, Analytics, Adobe Campaign, AMO, CRM Company wide dashboards and PLATFORMS & TECH Audience Manager, Test & Target, visibility of experiments and DTM

JENNY WILLIAMS JENNY@IDEAGARDEN.COM.AU @jennywilliams THANKYOU