3 Morsels from a MarTech Casserole
Collaborating for Customer Experience and Digital Business Success

Doing Business at the Speed of Digital

  Dan_Dal_Degan_Pelin_Thorogood

In mid April, Ensighten co-hosted their AGILITY 2015 conference at The Palace Hotel in San Francisco. This was a user conference but it felt more like a “co-hosted” industry event with a generous mix of customers, technology partners, company executives, authors, and MarTech leaders and practitioners. Everyone contributed to the conversation about the future of digital marketing, and how to leverage a vast sea of data for improving customer experiences and digital business results. 

Ensighten’s President Dan Dal Degan and Chief Strategy Officer Pelin Thorogood, kicked off the event. Thorogood said, “life is personal – with every interaction, footprints are happening.” How do you get to know every individual with every touch point? Make it personal and make it relevant.”

With an 80's theme in surround sound, contemporary ideas and insights were discussed by speakers from leading brands including United Airlines, Viacom, E*Trade, Experian, HP, Staples, The Home Depot, Coca-Cola and more. In total, 32 customer speakers representing 27 brands shared their stories.

The Future of Digital Marketing Platforms

 

Conversations ranged from data ownership to challenges and implementation strategies for achieving omni-channel marketing. Josh Manion, Founder and CEO of Ensighten, surprised the audience as a Michael J. Fox look-alike with a ‘Back to the Future’ theme from head to hoverboard. But I can assure you the subject matter was all about the future with a peek of what’s under Ensighten’s hood, right now.

Manion’s keynote got into how marketers can drive real-time interaction with all of their MarTech vendors, and how extended marketing teams can unify and own all of their digital data about customers. What’s the opportunity? Deliver the right message, at the right time, to the right audience, and on the right device.

Manion touched on how Anametrix reporting is now available across the Ensighten platform for marketers to model and visualize data in more powerful ways. Ensighten’s new split-funnel analysis capability, with strategic partner Quantcast, is contributing to new, open marketing functionality.

“It is quite transformative in terms of the way people evaluate the success or failure of campaigns from awareness all the way down through conversion,” said Manion.  

We also got a glimpse of new mobile optimization technology geared toward simplifying mobile experience creation and delivery. The Internet connection gave Manion a little trouble onstage but in his Back to the Future garb, he smoothly maneuvered to a successful landing.

Why Customers Leave to Arrive

 

Stefan Tornquist, Vice President of Research at Econsultancy, gave a talk about Optimizing Customer Experience. A few weeks earlier at the MarTech Conference, Econsultancy and IBM announced a new study ‘The Consumer Conversation’ that described a significant gap between how marketers think they’re doing to serve customers and what customers believe is reality.

During our conversation on camera Tornquist said, “we think of customer experience as a retention tool and a way of increasing margins; it’s also very much of an acquisition tool, especially with high value, high consideration products.” From a marketer’s perspective, Tornquist said “the big takeaway from research during the last 12 months is it’s much easier to say you’re reorienting around the customer than to do it.” Tornguist recommended that cross-functional teams apply a strategic willingness to refocus around increasing customer value. “It means thinking in more long term ways – less campaign and more program.”

Make Little Bets 5 - 10% of the Time

 

Little_Bets_BookPeter Sims, author of Little Bets, talked about insights from his research and new book. Sims said, “the genius is truly in the process.” His keynote reminded us that none of the companies that dominate in Silicon Valley or other creative centers started out the way they are today.” Google is an example. Their early innovation was a library search algorithm (sorting books at Stanford) and now they’re digitizing and organizing the world’s information, among other big things. “Great companies are great at discoveries,” said Sims.

According to Sims, research shows that the way entrepreneurs (creators) place bets to create value is different than most people. Successful leaders often operate with a mindset of how much can they afford to lose to find something truly valuable. “You have to be willing to make a lot of mistakes to create a breakthrough,” Sims said. “5 to 10% of your time should be allocated to discovery. We often get so focused that we don’t give ourselves an opportunity to innovate.”

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