Conference Buddies

MODERATOR:
Michael Dunn, CEO and Chairman, Prophet

PANELISTS:
Margaret Beck, VP, Brand Direct Marketing, Williams-Sonoma, Inc.
Kelley Quain Troia, Senior Director, Marketing Operations, Wal-Mart
Aseem Chandra, Senior VP, Product Marketing, Omniture

1. Measurability give insights for strategy: creative & execution choices
2. Transparency
3. Predictability

Accountable Marketing Investment Levers:

1. Strategy
2. Content
3. Marketing Vehicles
4. Investment
5. In-Market Execution
6. Fixed Cost Management

5 Common Barriers:

1. Poor Data
2. Poor Time Investment (Not Priority)
3. Poor Analytics Understanding
4. Capability Constrained
5. Process/Goverence Constrained (lack of communications between departments)

Holistic Path

Decision Making & Measurement:

Great Strategy > Great Creativity > Great Execution > Great Analytics

Cross Channel Measurability

Marketing Mix Modeling

The need to understand Statistical Analysis + Historical Data:

1. What are you measuring?
2. Why are you measuring?
3. What is considered successful?

Variation is key for testing.

Measurability = Process Oriented

Around 32 different channels:

• print
• TV
• radio
• twitter
• video
• blog
• many online channels

Brand equity = long term view (not immediate results), loyalty

Structured experimentation to find new approaches/audience/opportunities

SPEAKER:
Darren Guarnaccia, VP, Product Marketing, Sitecore

1. Continuity of messaging throughout the process: aligning message to what customer expects
   • Bring customer back to why they started
2. Segment & Balance user experiences with site goals
   • Build credibility with visitors & prospects
   • Example: Omni Hotel advertise around local attractions to align with what customers wants – FUN
3. Deliver value back to your web visitors by waiting for the right moment
   • Lead scoring: scoring & waiting for visitor interactions (behavior)
   • Behavior: wait until they are ready based on their actions
   • User experience must win
   • Differentiating experience
   • Word of Mouth (WOM) Marketing
4. Learn to Learn: listening to your segments & optimizing messaging
   • Scoring your content & actions
   • Testing & validating with plils & surveys
5. Overcome objections & barriers using community content & engagement
   • A website is an active participant in moving prospects into the sales process: the 6th man of the sales team
   • A website helps/educates customer overcome the hurdles, objects, pain points
   • A website helps shorten the sales cycle
   • Customer look for: Affordability, Expertise, Location
6. Get the conversation started: Long-Term customer value through engaging dialog
   Engagement in community content:
   • Customer Reviews
   • Company working out rough spots with clients publicly
   • Use to build trust & credibility
   • Use to help overcome objections
   • Social content based on relevance (provide free tips, recipes, ideas for users to use your product) to drive prospects deeper to your website
7. Provide ongoing content & experience for which visitors hunger and return
   • Subscriptions
   • New content to bring back customers
   • Use ratings/reviews to determine what customers want
   • Creating long-term value overtime by re-engaging prospects

Tap the wisdom/behavior (the most popular stories/whitepaper/content) of the crowd as a filter.