1. Rethinking CollaborationRAY VELEZGLOBAL CTO RAZORFISH@rvelez

2. Transforming the customer experience. 3. Its more than just creativity.Its more than just technology.Its more than media and data. 4. Its about telling a brand story and providingexperiences in a new way. 5. [Next Generation Storytelling Image]New Brand ExperiencesCreativityTechnologyMedia (+ Data) 6. TECHNOLOGY offers a new paletteand fuels brand experiences. 7. MEDIA allows for a conversation. 8. CREATIVITY comes from any and everywhere. 9. Media CreativeTechnologyTechnology, Media andCreative operatingwithin the context ofBusiness Strategyand Insight. 10. The CONVERGENCE of technology, media and creativityallows us to imagine, create and enable customerexperiences like never before. 11. How do we evolve to deliver the new customerexperience?To operate within convergence? 12. CRAFTINGEXPERIENCESIS AN ART ANDSCIENCE 13. There are 5 principles to embrace. 14. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity. 15. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity. 16. Your campaign must be structuredaround the customer. 17. Your strategy must be based on datafrom actual customer activity. 18. Case study: Reinventing the customer experienceDelta 19. End to end experiences build the brand 20. DATA DRIVEN CUSTOMEREXPERIENCESDemographicGender/AgeHH IncomeFamily SizeEducation/OccupationHomeownerFlight ActivityAverage FareTickets/YearPaid First & UpgradesCoach & DiscountsAward TicketsLoyaltyTenureMedallion LevelFuture StatusHVCDistributiondelta.comOTAReservations/agencyCorporatePartner Airlines 21. Ticket Sales Ancillary Revenue Upgrades Economy ComfortBusiness Results 22. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity. 23. You are no longer in the business of selling stuff,youre filling consumer needs. 24. Case study: My Special KKelloggs 25. Case study: Kelloggs Special K[video] 26. Fluent DMPCOOKIE JAR 27. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity. 28. Reject the SiloCEOReal Time CommunicationCTOPrivacy ConcernsCMOResponsivenessECOMM & SERVICEChannel IntegrationPhysical StoresChannel Integration 29. Marketing, technology and creativity areno longer discrete problems. 30. Case study: Cross-channel Targeting (aka Cookie Jar)Staples 31. MEDIAEXPOSUREOFFLINECUSTOMERDATAWEBSITEBEHAVIORFluent DMPCOOKIE JARThe goal: create a 360view of the customer. 32. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity. 33. Employ agile methodology and rapid prototyping. 34. Metricsand datatrack eachstep tosuccess 35. 64% of functionality builtrarely or never gets used 36. Case study: Humor the HatersSMART USA 37. Video case studySmart: Humor the Haters 38. The finishline isjust thebeginning 39. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity. 40. When you step into an intersection of fields, disciplines, of cultures, you can combineexisting concepts into a large number of extraordinary new ideas.-Frans JohanssonThe Medici Effect 41. Between 2008 and 2010, companies with more diverse top teams werealso top financial performers. Thats probably no coincidence.-McKinsey Quarterly, April 2012http://rfish.us/YAzDgQ 42. ExhibitCompanies with diverse executive boards enjoy significantly higherearnings and return on equity. 43. Put the customer at the center.Think of your brand as a service.Reject silos.Act like a startup.Embrace diversity. 44. What does this all mean for you? 45. New roles and thinking within both Marketing and ITfunctions. 46. Collaborative culture / a cross-functional buddy system 47. Its more than creativity.Its more than technology.Its more than data. 48. Creativity + Technology +Media = New Brand Experiences 49. Thank you.RAY VELEZRay.Velez@razorfish.com@rvelez