A Strategic Framework For Automated, Personalized, Cross-Channel Consumer Experiences By Shawn...

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    07-Jan-2017
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Transcript of A Strategic Framework For Automated, Personalized, Cross-Channel Consumer Experiences By Shawn...

  • the right message to the

    right consumer at the right time

  • WHERE DO WE START?

  • Marketing Transformation - Its a journey not a destination

    88% of companies are going through digital transformation, but only 25% know why.

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  • HISTORICAL

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  • TEST & LEARN

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  • PILOTS

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  • GOAL

  • CONSUMER JOURNEY VERONICA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE

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    ACTIVITIES

    Eats ranch but doesnt connect with a specific brand

    Connects the ranch to the Hidden Valley brand

    Starts cooking with ranch and expands affinity to other HRV products

    Shares recipes online with her friends and

    Creates new recipes and helps others grow into the brand

    TRIGGERS

    Makes brand connection that HVR has superior flavor

    Engagement with recipes drives broader use of Hidden Valley

    HV meals are not part of special occasions in her home

    Her goto recipe spreads virally online and brand reaches out

    Veronicas UGC helps move others from random to newbie

    TOUCH POINTS

  • CONSUMER JOURNEY VERONICA RANDOM NEWBIE OPPORTUNIST ACTIVATOR ADVOCATE

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    TOUCH POINTS

    TECHNOLOGY

    DATA

  • jlkjkl

    VALUE TO THE BUSINESS

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    TECHNOLOGY

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    STRATEGIC PLANNING -Input to tech roadmap

  • GOAL

  • YOU ARE HERE

  • SHAWN.GOODIN