Keynote: It's More About Customers and Less About Channels

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Enabling the New Digital EnterpriseCezanne Huq – Head of Digital Acquisition

@cezanne#cezanneCrash course on Cezanne and Intuit

1983 1993 2003

Cezanne

2014

@cezanne#cezanne2014 goal: Take Search to awesome with a data management platform

Consider factors outside of search

Make customers the center of your strategy

Look to your data for effective targeting and optimization

Focus on strategies that leverage how your customers shop, buy and advocate

Develop SUCCESSion metrics to effectively measure and manage your campaigns

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Formulate hypotheses incorporating customer insights that make search awesome

@cezanne#cezanneConsider factors outside of search

More than 70% of advertising is still allocated to TV – Magna Global 2013

Shoppers research competitive prices while standing in a store -- a trend called “showrooming” -- and buying later, on their laptop or tablet. This seamless simultaneously for consumer demand is known as “omnichannel” – National Retail Foundation 2013

77% of survey respondents reported regularly using their computer/laptop while watching TV, up 16 percentage points – Accenture 2013

28% of mobile searches drives conversions: store visit, calls and purchases – Google 2013

Intuit acquires four small business customers per every accountant on-boarded – Intuit 2013

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@cezanne#cezanneMake customers the center of your search strategy

“We put customers at the heart of everything we do. We work together to deliver end-to-end experiences so

profound that customers love using our products and services, and actively

recommend them.”

Design for customer delight

@cezanne#cezanneMake customers the center of your search strategy

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New & Savvy ProspectCurrent Customer

How do these searchers map to our customer segments?

Use themes to delight customers

@cezanne#cezanneLeverage your data for higher fidelity targeting and optimization

6 million customers added to Intuit’s DMP collecting 1st party data More users being added based on log-in frequency and activation

55+ 3rd party data providers appended to our customer records (Datalogix, Bluekai, eXelate, etc.)

65+ 1st party data attributes collected via DMP QB (SKU, date CC entered, bank accounts added, etc.) Payroll (signup channel, date first payroll run, early9score)

100s of key pages/events tracked across the enterprise and counting Added Mobile SDK to our mobile and tablet products for mobile DSP/DMP enabled

campaigns 1st and 3rd party data enabled audience building and buying across mobile ppc, web and

mobile apps (tablets and phones) Entered partnership with offline provider to build an ideal online audiences using

offline data matching 40+ offline data sources (census, property data, credit bureau data, purchase aggregators,

etc.) Rank ordered in match success from 1-9 providing a scalable, highly custom audience

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@cezanne#cezanneFocus on strategies that leverage your customer lifecycle

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The Loyalty Nirvana

EvaluateConsider

BUYAdvocate

Bond

Enjoy

Your consumers expect it!

@cezanne#cezanneDevelop SUCCESSion metrics

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“Effectively creating, delivering, measuring and managing an end-to-end

customer experience that delivers maximum economic value to your

business.”


Perf

orm

an

ce /

Rele

van

ce

Retargeting

Social, Mobile, ToF Display

Site Retargeting / Behavorial

Demo profile (e.g. males, 18-34, in US)

User Data

3rd party 1st party

Contextual Targeting

Prospecting

Consideration

Research

2nd party

Intent

Paid Search

Partner with finance & analytics teams on attribution methodology & measure net incrementality

Offline (TV, Radio, Print…)

Partners (Retail, Aff…)

Awareness


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Analytics & modeling is maturing

@cezanne#cezanneSearch benefits the most from a data management platform

Customers trump everything!

Egos must be left at the door!

Don’t move ahead until you have shared vision!

Measure data management platform use cases with eye towards accretive growth!

Stay abreast of progress through operational mechanisms!

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@cezanne#cezanneCustomers trump everything!

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@cezanne#cezanneCustomers trump everything

1. Go broad to go narrow – Where are they looking for your products?

2. Deep empathy - What are they looking for?

3. Rapid experiments – When are they looking for it?

Plot key prospect and customer touch points

Source: ClickZ


Three key questions:

1. What are key pain points for customers?

2. Where are optimal product synergies?

3. Can we leverage each product line as a front door to our suite of solutions?

Customer

QuickBooks

Mint Home & Biz

Payroll

GoPayment

TurboTax

Quicken

QuickBase

Point of Sale

Plot key prospect and customer touch points


Customers

Performance

Competition

- Features

- Offers

- Benefits

Business

Brand Guidelines

- Promotions

- Seasonality

Prospects & Customers

- Perceived value

- Call-to-action

- Credibility

Successful deployment will:• Delight prospects and

customers• Maximize profitability• Increase market share• Make more money• Produce cost efficiencies

Design for customer delight

@cezanne#cezanneEgos must be checked at the door

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@cezanne#cezanneEgos must be checked at the door

Establish executive sponsorship CMO and/or departmental heads

Bring key stakeholders into the process early on Offline, Online, Research, Analytics, Finance, Creative,

Production, Technology and PMO teams

Define clear roles and responsibilities Who is the driver, approver, core contributors and the

informed?

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@cezanne#cezanneDon’t move ahead until you have shared vision

Establish the future state, collectively

Set clearly defined mission, principles and values to get there

Avoid pleasing everyone, that is not the objective

Listen and inquire and do not advocate

Resolve questions and concerns as soon as possible

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@cezanne#cezanneMeasure media with an eye towards growth

Three key questions:

1. How should we value each customer touch point and response?

2. How do we align our campaign to the value?

3. How are we thinking about funding for the campaign?

Seek out & understand the economic value of all touch points and fund it separately

@cezanne#cezanneStay abreast of progress through operational mechanisms

Develop an organizational structure

Hold regular & consistent meetings at all appropriate levels

Assess needs and resources and develop goals to enhance the goals of your integrated media campaign

Establish success metrics, measure, review and make any necessary changes

Develop thresholds to signal contingency planning

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@cezanne#cezanneIntuit DMP Case Studies

User Story Description Status Outcome

1We want to be able to know whether our prospects are accountants or SMB owners and present a personalized experience and product

ActiveUnique experience being served to

accountant audience with a 166 revenue index to control

2We want to know which QBO customers by specific SKU are most likely to sign up for GoPayment and present them with a relevant GoPayment offer through media

Active “Very likely” QBO audience indexing higher than “likely” QBO audience

3We want to know which of our prospects use more mobile and to then offer a relevant experience and/ or provide relevant mobile app

Active Targeting existing QBO mobile users with GoPayment App on Android and iOS

4We want to track user behavior and optimize across social, search, website, display, and mobile Active Currently tracking user behavior across

social, search, website and display.

5We want to change the ad and message based on activity within our websites

Not Active Yet

Need to leverage x+1 and Sitespect integration

6We want to understand our prospects behavior on different devices

Active w/ Nala

Added SDK to QBO, adding to GoPayment Apps (phone and tablet)

@cezanne#cezanneFuture

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Targeting

Data Collection

DMP

Tagging/Tracking

Mobile/Tabs

Desktop

Decisioning

Personalization

Phone/Care

TV

CMS/Testing

Audiences

Customer Data

3rd Party

2nd Party

Websites

PPC Display Paid Social Mobile Affiliates Earned SEO/Social

Websites/UGC In Product Retail/eTail

In Production

In Progress

In Plan

Legend

CRM/Phone/Care

Datamart

Real-timeOptimization

In Product

Earned

Reporting/Visualization

Marketers

Analysts

Acquisition team poised to usher in a truly integrated, actionable digital enterprise

@cezanne#cezanne

Q&A

Keynote: It's More About Customers and Less About Channels

Business

Transcript of Keynote: It's More About Customers and Less About Channels