Data: The New Currency for Retail Marketers

GWEN MORRISON, CEO, The Americas and Australasia, The Store – WPPDAVID ABBOTT, VP, Integrated Media and Online Marketing, The Home Depot

JEFF ROSENFELD, VP, Customer Insight and Analytics, The Neiman Marcus GroupBARBARA THAU, Contributing Writer, Forbes

DATAPERSONALIZATION

ALG

ORI

THM

S

ATTRIBUTION

TECHNOLOGY

LOCALIZATION

MEDIA-MIXREAL TIME

SMART TECHNOLOGY

IDENTITY PURC

HAS

E IN

TEN

T

MOBILE

PROFILES

VIDEOBE

HAVI

OR

AUTOMATIONSCALE

http://www.mckinsey.com/insights/marketing_sales/the_consumer_decision_journey

McKinsey Consumer Decision Journey

Selling to algorithms,

not consumers

Preferenceprofiles, not

consideration sets

Greater focus on post-purchase marketing

Personal algorithmic assistants

Predicted choice

4

85% of data hasLocation information

15

SENSORS“Know-demand”

SCREENSOn-demand

16

Marketers in control

ContentAttentive

involvement

DevicesActive involvement

Consumers in control

Algorithms in control

ContextPassive involvement

• Notifications

• Nudges

• Decisions

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SEARCH & COMPARE

BROWSE REVIEWS

COMPARE PRICES

RESEARCH SATISFACTION

SHOWROOM VISIT

BUY ONLINE

CHECK DELIVERY STATUS

WARRANTY REGISTRY

26

Thank YouDavid Abbott

David_A_Abbott@homedepot.com

Gwen MorrisonGwen.Morrison@wpp.com

Jeff RosenfeldJeff_Rosenfeld@neimanmarcus.com