Watch this Addressable Customer Experience webinar here: http://bit.ly/1A51vyz Addressable Customer Experience On-Demand Webinar Series - For Financial Services and Insurance Marketing Leaders Webinar 1: The Three C’s of the Addressable Customer Experience To deliver an effective addressable customer experience and drive an impressive spike in response rates, you must know your customers and their motivations, be able to target and track their digital interaction, and offer content that they care about. This webinar will cover the details of these three crucial elements and teach you how to achieve them using real-life examples.

1. The Three C’s of the Addressable Customer Experience
John Lee
Chief Strategy Officer

2. We have been acting as if the CMO has two distinct sides of the
brain
Data-Driven
ROI
Measureable
The Big Idea
Creative-Driven
Predictive Brand-Building
Experiential

3. The worlds of experience and performance marketing lived
divided between these two sides
Experience
Marketing
Persona
The Big Idea
Customer Journey Map
Customer Experience
Performance
Marketing
Data & Analytics
Addressable Media
Planning
Addressable Platform
Execution & Measurement
Performance

4. Addressability at Scale allows us now to bring both sides
together to deliver compelling experiences that perform
Persona
The Big Idea
Customer Journey Map
Customer Experience
Data & Analytics
Addressable Media
Planning
Addressable Platform
Execution & Measurement
Performance
AND
AND
AND
ANDThe Addressable Customer Experience

5. CONTEXT
Our knowledge of who the
consumer is as well as their
behaviors, motivations, and
location (physical or digital)
The stories, the advice, and
the offers we make to them
that are rich and
differentiating delivered in
context of the consumer
The Addressable Customer Experience is comprised of the 3Cs
CONTENTCONNECTIVITY
How we integrate the targeting
and tracking capabilities of the
addressable platforms to bring
context and content together

6. Context and content are brought together through connectivity
CONNECTIVITY
Desktop Phone Tablet TV
CONTEXT CONTENT
Watching Monday night football and has
his phone
Awareness TV Spot and Twitter
Sponsored Tweet Ad
As a high LTV prospect, loaded into Fb
custom audience list
Awareness messaging via Fb newsfeed
DR remarketing mobile display ad with
customized offer for Term Life
Life Insurance Key Word Re-Marketing
Pool
Visits site 2 days later on his iPad,
recognized as same user
Customized, responsive offer landing
page: Online quote
Searches for branded generic keyword;
Attitudinal Segment A
YouTube video on how to buy Life Insurance
High-LTV, incomplete quoter re-marketing
pool
Personalized offer email
Personalized site landing page with offerSegment A

7. Context and content are brought together through connectivity
CONNECTIVITY
Desktop Phone Tablet TV
CONTEXT CONTENT
As a high LTV prospect, loaded into Fb
custom audience list
Awareness messaging via Fb newsfeed
DR remarketing mobile display ad with
customized offer for Term Life
Life Insurance Key Word Re-Marketing
Pool
Visits site 2 days later on his iPad,
recognized as same user
Customized, responsive offer landing page:
Online quote
Searches for branded generic keyword;
Attitudinal Segment A
YouTube video on how to buy Life Insurance
High-LTV, incomplete quoter re-marketing
pool
Personalized offer email
Personalized site landing page with offerSegment A
Watching Monday night football and has
his phone
Awareness TV Spot and Twitter
Sponsored Tweet Ad
DR remarketing mobile display ad with
customized offer for Term Life
Life Insurance Key Word Re-Marketing
Pool
Visits site 2 days later on his iPad,
recognized as same user
Customized, responsive offer landing
page: Online quote

8. Context and content are brought together through connectivity
CONNECTIVITY
Desktop Phone Tablet TV
CONTEXT CONTENT
Leverage our data
and build context
as the consumer
moves up, down
and sideways
through the funnel
Deliver our
content as a
compelling,
singular
experience that
moves and
contours around
the consumer
Use connectivity to
enable tracking and
targeting where ever
the consumer chooses
to engage

9. Context gives us a complete view of who the consumer is
and their environment
Situation
&
Location
Life
Cycle
Stage
Identity Behavior
Segment
Value
CONTEXT

10. Facebook Contextual Data
Advertiser First Party Data
Demographic Page Likes Activity Household Location Purchase
Age and Gender Categories Frequency Estimated Income Cities Retail
Lifestyle Page likes (Pages) Devices Home Ownership Countries Online
Relationship Household Size Language Purchase for Both
Education Home Market Value In Market for Auto
Job Title Spending Methods
CRM
•Male
•34
•Finance professional
•Apple iPad
•Offline Purchase
Preference
Facebook First Party Data
CONTEXT
Combined advertiser and Facebook customer view:

11. Facebook Cross-Device Identity Context
IDFAAdIDCookie
Identity CONTEXT

12. Google Bid-by-Distance Context
CONTEXT
$ $ $ $ $
$

13. Facebook Signal Strength Context
CONTEXT
Rich
Media Standard
Text

14. Twitter Platform Context
CONTEXT
TV ads
Look-a-likes
Gender
Keywords Interests
Device Followers
Search Location

15. Timing /
frequency Platform
Device /
format Message Offer
Segment
A
Segment
B
Segment
C
Segment
D
Segment Lifecycle
Awareness
Product
Consideration
Brand
Consideration
Request
a Quote
Start
Application
Process
CONTENT
CONTENT
Context is driving the need for massive variety of content
Treatment
CONTEXT

16. Timing /
frequency Platform
Device /
format Message Offer
Segment
A
Segment
B
Segment
C
Segment
D
Segment Lifecycle
Awareness
Product
Consideration
Brand
Consideration
Request
a Quote
Start
Application
Process
CONTENT
CONTENT
Connectivity allows us to ensure the delivery of that content
Treatment
CONTEXT
Segment
B
Brand
Consideration
4X
Google
Mobile A
1
Life

17. Gerber Life: Segmented Content for Desktop and Mobile
Key outcomes:
CONTENT
12% more page views
38% more pages/visits
191% longer visits

18. AARP Site Personalization
CONTENT
Different offers for different
individuals / web pages
2-4X Offer Click Through Rate
Key outcomes:

19. Mobile-first native formats are evolving and are creating
better experiences and results
Consumer in control:
Unobtrusive ad
Experience within page:
Engages the consumer
Leverages data to
effectively target
Connects through
various touch points
CONTENT

20. CTR 4.8%
CTR - 50X better than standard banner unit
Nespresso Facebook Newsfeed
Mobile Newsfeed
CTR 1.2%
CTR - 10X better than standard banner unit
Desktop Newsfeed
CONTENT

21. Keyword Targeting
#chanel
Gucci
Prada
LouisVuitton
Elle
#vogue
Fendi
Tiffany & Co. native ads
230x
more engagement
CONTENT
vs.
0.10%
(1 out of 1,000)
23%
(1 out of 4)

22. New formats are also enabling more flexibility in
engagement and direct response
Drive to YouTube Drive to Social Network Click to CallUse Rich Media
CONTENT

23. MetLife Twitter Website Cards
Website Cards
outperform
Promoted Tweets
within Desktop and
Mobile by 10x
CONTENT

24. Comcast utilizes connectivity to deliver the right content
driven by context
Leverage precise filtering to
target Users attending various
Universities
Expose relevant users to
Comcast ad
Leverage University Segment
Remarketing List for Search. For
example, this could be, “User
needs internet for College.”
When an exposed College Student visits
the site, the Google Remarketing Tag
fires; segmenting the customer into the
appropriate Remarketing List
CONNECTIVITY

25. Remarketing list is leveraged when users are
searching for an internet provider. For example, do
they need to activate an account when returning to
college?
If yes, bid, show specified creative. If no, no bid.
College Internet Provider
CONNECTIVITY
Comcast utilizes connectivity to deliver the right content
driven by context

26. The role of the marketer’s platform in managing the
experience across media and channels
Addressable Audience
Platforms
Audience
Management
Audiences
Platforms
Spend/
Frequency
Re-Targeting
Content
Site
Personalization
Suppressions
Addressable Experience
Management
CONNECTIVITY

27. Real time interactions management
Real-Time
Interaction Enablement
CONNECTIVITY
3:20pm Searches on “discount auto insurance”.
Served customized search remarketing ad
First touch was display ad seen last week on
CNN.com
9:01am HPLV consumer checking news feed – follow
up ad messaging
10:00am next day: goes directly to Travelers.com and
sees customized landing page with specific offer
Audience Management
Audience Management

28. Increasing
shareholder
value
The real
opportunity is
to transform the
customer
experience
Addressable Customer Experience Maturity Model
Most
marketers
are focused
here
ShareholderValue
“Find me” “Amaze me”
Customer Experience Differentiation
“Know me”

29. Starting down the Addressable Experience Journey

30. Bringing it all together
CONTEXT CONTENTCONNECTIVITY

31. Thank You!
To watch the full webinar presentation, please head here:
http://bit.ly/1A51vyz