SDL Conference London October 2, 2013

Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across digital channels and devices.

Technology B2B Healthcare

Retail, Auto & Consumer Services

Financial Services

“I do not regard advertising as entertainment or an art form, but as a medium of information.” -David Ogilvy

Between 2009 and 2011 the amount of consumer references to the print Yellow Pages dropped by 4.6 Billion In states where receiving the phone book is opt-in fewer than 2% choose to do so. Even when it’s free people choose not to use it.

Between 1999-2009 more than 75,000 Travel Agents lost their jobs. What happened? They lost their role as gatekeepers of information.

Between 1990 and 2010 The Los Angeles Times circulation roughly halved- falling from 1.2 million people to just over 600,000 Newspapers and magazines, not recognizing the potential for online journalism, charged people pennies for their services but now are beginning to find a sustainable business model.

For every 1 new Financial Advisor hired 1.2 retire; meanwhile over the past decade the median age has risen to 53. This aging, shrinking, workforce must also contend with disruptive regulatory changes, such as the post-recession shi! in regulatory focus with policies like the UK Retail Distribution Review and Solvency II.

“The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.” -David Ogilvy

Short form advertising

A dialogue between companies and consumers which shapes customer attitudes, informs and enables so that they can make an educated purchasing decision

•  Getting the right data

•  Developing a conceptual framework

•  The Sequencing of Content

•  The Anonymous user problem

Information Architecture

Creative Process

Social Intelligence

Psychological Learning Models

Mathematical Models

Decision Making Theory

“We are not students of some subject matter, but students of problems. And problems may cut right across the borders of any subject matter or discipline.” - Karl Popper

Daniel Kahnemann “Behaviorist” Daniel Kahneman observed that while economic models may be clearer with such an assumption they leave a lot unexplained. He posited that we rank according to potential cost/benefits (reward) and then evaluate them according to their likeliness to occur (risk).

Robert M. Gagné He was an educational psychologist known for his “Conditions of Learning”. His work is sometimes summarized as the Gagné assumption which declare that different types of learning exists.

Jean Piaget He was a developmental psychologist and philosopher who created the theory of cognitive development. He was also the “great pioneer of the constructivist theory of knowing”.

Thomas Bayes The mathematician who created methods in probability and statistics. His most well-known methods are related to statistical inference known as Bayesian probability, Bayes’ theorem and Bayesian inference.

SDL Tridion Audience Manager

Ambient Data

Framework

Smart Target

Social Intelligence Real-Time Analytics

CRM Integration

Attract •  Corporate Taxonomy •  Site Optimization •  Drive to Web/

Campaign Mapping •  Triggers •  Probabilistic Models

Convert •  Social personas •  Shareable content

modeling •  Channel preference •  Taxonomy of learning

objectives •  Taxonomy of product

marketing

Retain •  Behavioral Modeling •  Behavioral targeting •  Next Best Offer •  Actionable Sales

Intelligence •  Life Time Value

Unknown Known

Campaign Mapping

Content Marketing

Data Modeling

THE MOMENT IS YOURS

Active SmartTarget region on a page

Inactive SmartTarget region on a page

Homepage 2nd Page

1

2a 2b

3

1.  Headline 2.  Copy 3.  Call-to-Action Button 4.  Hero Image Area

1

2

3

4

Headline Give them the security they deserve

Copy Provide supporting copy to match messaging and tone

CTA Button Get quote

Hero Image Happy family with children - younger parents

First ‘hero’ based on SmartTarget Rules

Headline Plan for your future security

Copy Provide supporting copy to match messaging and tone

CTA Button Specified term life product

Hero Image Happy family with no children - younger adults

Second ‘hero’ based on SmartTarget Rules

1.  Headline 2.  Image 3.  Copy 4.  Call-to-Action

1

2

3

4

Headline Your family depends on you

Image Happy family with children - younger parents

Copy Provide supporting copy to match messaging and tone

Call-To-Action Term Life Promo

First ‘Primary Call Out’ based on SmartTarget Rules

Headline Uncomplicate life insurance

Image Happy family with no children - younger adults

Copy Provide supporting copy to match messaging and tone

Call-To-Action Plan Your Life

Second ‘Primary Call Out’ based on SmartTarget Rules

Reorder Tabs to Move Term Life Panel to Front of Carousel

Replace with Life Insurance Promo

Triggers

Stat

e

Referring Site: www.yahoo.com

Search Term: Term-Life Insurance

Campaign Link:

Region (Geo-Location):

Sess

ion Viewed Tagged Content:

Returning Visitor:

Auth

entic

atio

n Age:

Gender:

Previous Quote Available:

Replace Default Picture with Cityscape or East Coast Landmark

Replace with Large Quote CTA

Replace with Family Protection Copy Replace with High Quality, Best Offer

Copy

Triggers

Stat

e

Referring Site: www.intelliquote.com

Search Term:

Campaign Link:

Region (Geo-Location): East Coast – New York

Sess

ion

Viewed Tagged Content: Life Insurance

Returning Visitor: Yes

Auth

entic

atio

n Age:

Gender: Male

Previous Quote Available: Yes

Triggers

Stat

e

Referring Site: www.ta.com

Search Term: Life Insurance

Campaign Link:

Region (Geo-Location): West Coast – California

Sess

ion

Viewed Tagged Content: Life Insurance

Returning Visitor: Yes

Auth

entic

atio

n Age:35

Gender: Male

Previous Quote Available: Yes

Notes

Stat

e

Referring Site: www.financeprofessionals.com

Search Term:

Campaign Link: Nationwide Advisors

Region (Geo-Location): Mid-West– Illinois

Sess

ion

Viewed Tagged Content: Annuities

Returning Visitor: Yes

Auth

entic

atio

n Age:

Gender: Male

Portfolio Available: Yes

PLAN!

Social Intelligence

Customer Analytics CRM

Customer Commitment

Customer Behavior

Customer Activity

Insight & Analytics

BUILD!

Campaign Management

Smart Target

Audience Manager

Profiling Segments

Targeting Rules

Session Data

Target & Orchestrate OPERATE!

Media Manager

CMS CMO Dashboard

Omni-Channel Distribution

Rich Media Management

Performance Reporting

Publish & Optimize

Social Media

Email Tablet SMS Call Center Search Web Direct

Mail Smart Phone Display Video

Email Management

Fredhopper Campaign Management

Tridion SM2