Doug Rozen – Communications, Design & Emerging Technologies
AIMIA
Presentation (.pdf)
Back to the Future
The approach measuring emerging media is the same as 12 years ago.
1. The Rise of the Datarati
- The consequences if you don’t use your data someone else will
- if you don’t craft the offer right someone else will
- remaining on the sidelines is not an option
- Consumer data is the new currency of the digital world
Loyalty Management
- The future is everything is changing
- More emotional
- Identify across the customer journey
- Understand transactions and intera ctions
- Influence
The challenge is connecting the dots
- Google what you want
- Foursquare where
- Facebook what you like
- Aimia know what you buy but not what you need
2. The Digital Loyalty Future
- 67% of CMOs say top priority is enhancing loyalty
- First deep engagement with consumers
- Second that consumers enjoy easy access to benefits whenever
- Third that consumers can trust a brand with intimate details for the long term
View of the future
Rational <- -> Emotional
High/low data control
- offer anarchy: overexploited, deal-based behavior
- pay to play: data is valuable where we trade with business
- hunt for affinity: despite wealth of data, but isn’t used
- real relationships: deep trust with consumers with a long term relationship
3. Taking Advantage of Tomorrow Today
Fundamental requirements
- consumer comes first
- their data is precious, valuable and sensitive
- trust is crucial to gain consumer access
- trust can only be buit with long term perspective
- realize opportunities to exceed expectations
- absolute restraint
First game mechanics
- fosters deep interactions
- rewards interactions, not just transactions
- socializes
- Example: Delta credit card signups for employees
Advocacy
- Think outside the database
- Turn the funnel into a loop
- Examples: Maker’s Mark ambassador gives advocates a sense of ownership
mobile CRM
- Mobilize relationship, not campaigns
- part of the mix
- fill the gaps
- Example: My Coke Rewards tablets, mobile optimized registration vs. website, voice recognition
Create a nice virtuous cycle
More Information:
Customer segmentation report – SUN 22771
US Millennial Survey – BORN 22771