Identifying Your Next Big Thing Marketing Panel

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1 Identifying Your Next Big Thing Marketing Panel Ken Wong Distinguished Professor of Marketing Smith School of Business at Queen s University Jennifer T. Lee Partner, National Retail Practice Leader Deloitte Rob Assimakopoulos Senior Vice President & Chief Marketing Officer CIBC Josh Merchant Vice President of Product Postmedia

2 Omnichannel Disruption: The Rise of the Insight Driven Organization Jennifer T. Lee National Retail & Consumer Analytics Leader Deloitte Canada April 2016

3 OMNICHANNEL IS THE ABILITY FOR A CUSTOMER TO INTERACT WITH YOUR BRAND ANYTIME, ANYWHERE, ANY WAY YOU WANT. IS YOUR ORGANIZATION READY?

4 Data Next generation of Omnichannel The Rise of the Insight Driven Organization Exponential growth in data.from multiple channels how does an executive make sense of it all? Omnichannel 2.0 The Brand Imperative Defending the brand experience from commoditization leads to disruption in the C-suite and the role of the CMO changes.. Omnichannel Business Models Emerge Proliferation of ecommerce, mobile & store closures. Competitive Landscape Changed Consumer Path to Purchase Disruption 75% - 85% of customers pre-shop before they walk into a store, IF they walk into a store. Time = DISRUPTION

5 To win in an hyper-competitive Omnichannel environment, an organization must have foundational capabilities STRATEGY Analytics Vision Business Case Stakeholder Management Innovation TECHNOLOGY PROCESS Operating Model Analysis Prioritization Methodologies PEOPLE DATA Data Governance Data Architecture Master Data Management Third Party Data Solution Architecture Industrialization Service Levels Vendor Management Organizational Structure Learning & Development Collaboration Communication

6 What is an Insight Driven Organization? Customer centricity MARKETING PERFORMANCE Business/Marketing Performance Tracking/Measurement BRAND HEALTH Approach to brand tracking of Awareness, Interest, Consideration, Choice and other KPIs OTHER DATA Internal data sources Soft data business intuition BRAND EXPERIENCE CUSTOMER ONGOING CUSTOMER FEEDBACK Customer service tracking/feedback through surveys and other instruments MARKET SENTIMENT Social media tracking BRAND ATTRIBUTES What your brand stands for? Assessing the brand attributes that are important

Building Purple Teams is the Foundation of The Analytics Ecosystem DATA SCIENTIST SOFTWARE DEVELOPER DATA ARCHITECT Technical & Analytical Business & Communication INFORMATION DESIGNER TECHNOLOGY

7 Building Purple Teams is the Foundation of The Analytics Ecosystem DATA SCIENTIST SOFTWARE DEVELOPER DATA ARCHITECT Technical & Analytical Business & Communication INFORMATION DESIGNER TECHNOLOGY ARCHITECT EXPONENTIAL TECH EXPERT Testing & validation SQL querying Data modelling Data analysis Reporting software Technology alignment Macro-perspective Business knowledge Business commentary Soft skills DESIGN THINKER CHANGE MANAGER POLITCAL NAVIGATOR

8 One version of the truth: Data visualization democratizes information Visualizing Consumers Need States Measuring Brand Value Understanding Customer Loyalty Impact of Pricing and Promotions on Consumer Behavior Understanding a Consumers Path to Purchase Identifying White Space to Create New Consumer Experiences

9 THANK YOU

10 Appendix

11 Connect with me on LinkedIn ca.linkedin.com/in/jennifertlee Jennifer Lee Partner Deloitte

12 MEASURE 2 WIN Josh Merchant VP Product Postmedia

13 JOSH MERCHANT

14 Influence Retarget Dropoff Lookalike Optimize Thesis FUNNEL OF FUNNELS DON T FOCUS ON VANITY METRICS Validate Educate Advocate Discover List Customer Create Nurture Advocate Measure Convert Reward

15 SIMPLE ANALYTICS MATCH THE EXPERIENCE Page optimization is still important! Int erest Test Value Test Use the right tools to make optimized content Favour the journey! Oil Prices Oil Prices Oil Prices Response Time Tim e-on-page Scroll Dept h Bounce Rates Hurt. Bounce Rate

16 AWARENRESS VALIDATE 5 W s Who? What? Where? When? Why? High Engagement Rates Interest Do they stay? Bounce Rate, Time-on-page Trust Do they share? Social, Comments Loyalty Do they come back? Repeated Actions

17 EMOTIONAL ENGAGEMENTS

18 NURTURING EDUCATE Remarket Are they still interested? Engagements, CTR Validate Do they share? Interest + Trust Metrics Convert Do they reveal? , Social Ids, Phone numbers

19 REMINDING CONTENT REMARKETING Attract Top-Funnel List People you wanted Build Mid-Funnel List Nurture Bottom-Funnel List 120,000 68% of marketing agencies and 49% of brands are moving dollars from traditional display advertising and retargeting 45,000 People you got People that care 5,000 Customer 500

20 CONVERTING ADVOCATE Survey Are they happy? Satisfaction Survey Offer Will they buy more? Purchase Affiliate Will the represent you? Refer friends

21 CONVERTING ADVOCATE Survey Are they happy? Satisfaction Survey Offer Will they buy more? Purchase Affiliate Will the represent you? Refer friends

22 Who is measuring it the best?

23 LEADERS IN CONTENT ANALYTICS

User-Generated Content Thought Leadership Social Media Native Network Paid and

24 CONTENT WORKS We connect your left and right brains to create content your audience loves CREATE DEPLOY MEASURE Custom & Licensed Content Brand Newsroom User-Generated Content Thought Leadership Social Media Native Network Paid and Owned Channels Newsletters Media Monitoring Expert Analysis Benchmarking & Surveys Focus Groups

25 Thank you to request Core Content Strategy Statement.

The Insight Driven Organization

The Insight Driven Organization Deloitte Best Managed Symposium April 12, 2016 Deloitte LLP and affiliated entities An organization which embeds analysis, data and reasoning into all their decision making