Cognitive, Cross-Channel & Customer- Centric:

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1 Cognitive, Cross-Channel & Customer- Centric: 5 Ideas to Impact Your Marketing Approach Antonia Edmunds Watson Marketing: Go to Market Leader - AP aedmunds@sg.ibm.com

2 Marketing in the cognitive era

3 Producing More Popular Pro Athletes Opportunity Approach Results Help Red Bull athletes understand & improve their brand expression Use Watson Personality Insights to analyze the athletes social posts & video interviews. Watson was used in workshops to provide recommendations about style, attitude, and form that improved connecting fans with the brand

4 We need to embrace the data that helps us understand and serve our customers better Data you possess + Data outside your firewall + Data that s coming Structured and active Unstructured and dark

5 Watson Marketing

6 Understand. Reason. Learn. Interact

7 Watson Marketing The new era of marketing begins now Campaign Automation Power to mid-course correct campaigns based on changing customer response or redefined business goals. Marketing Insights Understand individual customer behaviors so you can create the ideal combination of interactions that drive conversion and build loyalty. Real-time personalization Identify best offers and content at scale to improve personalized experiences.

8 22% of consumers feel the average retailer understands them 21% of consumers say the marketing messages they receive are relevant

9 It s time for a change

10 88% of marketers agree that growth depends on personalization 30% of marketers feel they have the tools to provide exceptional experiences

11 Deeper Understanding, Better Experience

12 Idea #1 Delivering a connected customer experience becomes increasingly critical for companies.

13 Feelings, preferences and attitudes change quickly

14 Show me you know me!

15 80% of marketers say they contextually understand their customers, but only 38% of customers agree with that statement.

16 Connect the (systems, processes and people) dots

17 Delivering a more personal experience

18 At the right time

19 Results in increased interaction for your brand

20 Where do I start? Look at your customers journeys and how they interact with your brand during their lifecycle Identify the key areas in the journey where improvements can be made Identify the data you need to create a better customer experience at these points and how to get it

21 Idea #2 Social media should be a growing part of your list growth strategy

22 Social-powered look-alike models are an win/win proposition for you the marketer

23 Where do I start? Identify what your ideal customer looks like Identify the action we want the new customer to take (eg download of an app, take a test drive, attend event, register for your loyalty card) Create compelling offer that meets target audience and your objective

24 Idea #3 Retargeting efforts must be more sophisticated and relevant.

25

26 We ve all had ads follow us around the Internet

27 What if you could deliver smarter ads?

28 Example: Football Kit

29 The old display advertising model

30

31 Revisit your lifecycle campaigns

32 Where do I start? Identify areas of opportunity to further personalize your ads and identify what data is needed Review your offer strategy beyond buy this

33 Idea #4 Loyalty programs expand across channels and touch points.

34 The past: Driven by purchases only and limited by data silos The future: Pull in behaviors from across systems and devices to inform custom offers and communications across channels

35 Break the offer status quo mold

36 Find new ways to make it easy and add value

37 Where do I start? Identify what makes your customers loyal, and how can you tap into that, beyond just discounts Look at how you might extend your loyalty initiatives across channels to provide a superior experience

38 Idea #5: Solving the mystery of the marketing suite will help you succeed.

39 Technology is exciting and a little overwhelming

40 Flexibility is key

41 The marketer needs to take control

42 Agility among applications enables you to: Collaborate on designing customer journeys Analyse journeys across channels Gain a contextual view of customers

43 Where do I start? Start a culture of collaboration between teams and departments to build a better buyer journey Review the data you have with the data you need, and identify what systems you need to connect to help enhance the buyer journey Identify key integrations that would help get you the data you can act on

44 CONCLUSION Your customers are plugged in 24 hours a day, 7 days a week across a variety of channels and devices.

45 How you can you create those perfect moments in each of their journeys with you?

46 In 2017, challenge yourself and your team to get more collaborative and innovative: Greater agility Better data Sharper tools Increased personalization

47 Are you ready to raise your game?

48 Watson Marketing makes it easier to design meaningful customer experiences across applications, devices and time, accelerating today s results and tomorrow s ambitions. Digital Marketing Lead Management Customer Analytics Real Time Personalization Omni Channel Marketing

49 Thank You

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