WELCOME
LIBERATING DATA TO INCREASE COLLABORATION, EMPOWER USERS & DRIVE BUSINESS RESULTS 3
INTRODUCTION Chris Potts Thomas Pening Head of Marketing Intelligence & AVP, Marketing Analytics Technology John Hancock Investment John Hancock Management 4
WHAT WE PLAN TO COVER TOGETHER TODAY 1 Engage 2 Empower 3 Extract 4 Evolve Use tips to engage the organization to Understand how to Learn how Domo fits get the most out of unleash your data to Leverage various into an ever-growing your various data drive business results ways to empower technology stack that sources, finding in new ways, users to create value supports digital innovative solutions extracting more transformation and setting new value at scale standards 5
Who is John Hancock?
HOW DO YOU TRANSFORM A 157 YEAR OLD BRAND… 7
…INTO A DIGITAL CUSTOMER LEADER? 8
RE-ENERGIZING THE JOHN HANCOCK BRAND Three words to describe John Hancock: “ John Hancock is the old guy standing in the corner that nobody knows. But I trust him to hold my purse. 9
VALUE CONNECTED TO BRAND, MISSION & STRATEGY Brand Decisions made easier. Brings the Lives made better. Mission transformation to Why life through the way we look, speak and feel Portfolio Expense Accelerate Digital, High Optimization Efficiency Growth Customer Performing Strategic Leader Team Priorities What Values Obsess Do the Think Get it Own it Share How about right big done your customers thing together humanity 10
YOU ARE COMPETING WITH THE CUSTOMER’S LAST GREAT EXPERIENCE 11
EVER-GROWING DATA AND TECHNOLOGY PLATFORMS 12
Obsess About Customers: Single source of truth
NET PROMOTER SYSTEM HAS BECOME A MAJOR KPI Tips to Engage: • Executive support • Be proactive Clearly communicate both the • pros and cons Ask “why” something is done a • certain way today Gather business requirements • Address their needs • Take them along for the ride • 1 4
Get It Done Together: Finding consensus across departments
WORKING AS ONE XXX XXX $X $X Tips to Empower: Send teaser emails with • links, forcing logins Walk through dashboards • live in meetings Ask about other tools • Data used for illustrative purposes only, not actual results being used and how they can complement/replace Meet often, encouraging • conversation Don’t force the issue - find • a compromise, adapt, and integrate 16
Think Big: Technology is not the differentiator, it is the enabler
TECHNOLOGY SUPPORTS HOW YOU REACH YOUR AUDIENCE Decide Develop Distribute Differentiate Deliver Insight STRATEGIC DIRECTION AGILE DEVELOPMENT PROCESS WEBSITE PERSONALIZATION ADVANCED ANALYTICS Journey tracking Collaboration Video Hosting & Workflows Segmentation CMS Marketing Creative Assets analytics & intelligence delivered to marketing and Marketing product organizations Automation Asset Management Research Code Search & Development Data-driven Display Ads insights Common Core NPS SOCIAL MEDIA Design Systems Business goals Social Media Web Distribution Personalization Investments Product group Twitter Human insight Customer Centered Facebook success Design Voice of customer Leads & Insights LinkedIn research delivered directly to Sales NPS YouTube 18
DIGITAL ALSO APPLIES INTERNALLY FOR SEAMLESS COLLABORATIONS Decide Develop Distribute Differentiate Deliver Insight Agile Customer Creative Development Assets facing assets Process Collaboration & workflows ➊ User stories • Tailored thought leadership, Digital e.g. whitepapers Product ➋ User Experience Design Code development • New website features Development • New digital tools ➌ Sprint prioritization • Campaign landing pages ➍ Application development Human Centered Design ➎ QA & Deploy 19
GETTING YOUR MESSAGE IN FRONT OF THE CUSTOMER WHEREVER THEY ARE Decide Develop Distribute Differentiate Deliver Insight Digital advertising for automated distribution/performance Reach/Spend/Ad Creative for Optimal Engagement Video campaigns Social media Driving campaigns Engagement Email campaigns Search campaigns Display media Campaign campaigns syntax 20
BUILDING FLEXIBLE AND SCALABLE USER EXPERIENCES ACTIVATES CUSTOMERS TO TAKE ACTION Decide Develop Distribute Differentiate Deliver Insight Website ecosystem …Leading to More Customer Interactions • Registered on the website • Schedules meeting • Subscribe to content • Fills form Adobe Experience Cloud Personalized • Runs fund compare User Experience Adobe Adobe Adobe Experience Audienc Target Manager e Manage r Customer NPS success 21
INFORMATION DELIVERY EMPOWERS THE ORGANIZATION TO BUILD BETTER, RELEVANT EXPERIENCES Decide Develop Distribute Differentiate Deliver Insight Marketing Analyze preferences, activities, etc. Report & Digital Advertising Intelligence analytics User journey analytics Sales Follow up with lead 22
Own It: Data becomes the differentiator to provide value to your audience
MAKING DATA LIVING IN SILOS AVAILABLE AT EVERYONE’S FINGERTIPS Ads LinkedIn Twitter Paid Search Facebook Organic Search Email Dataflow Marketing automation Search Dataflow team Social Dataflow Jira Dataflow Voice of customer team Social team Traffic and content team Display Ads Dataflow Web Analytics Video Dataflow Display team Department Video production team 24
A SINGLE SOURCE OF ACTIONABLE DATA EMPOWERS USERS TO CREATE VALUE Setting dashboards to enable various • teams Analyze Engage individuals on the data • available Set up alerts and triggers on KPIs • Empathize Distribute Empower users to analyze their work • Empathize with the results • Ideate on the strategy • Develop and execute • Develop Ideate 25
INSIGHTS–DRIVEN MARKETING LEADS TO MORE PERSONALIZED EXPERIENCES AND INTERACTIONS …Leading to More Customer Interactions • Registered on the website • Schedules meeting • Subscribe to content • Fills form Personalized • Runs fund compare User Experience 26
WHAT WE HAVE COVERED TOGETHER TODAY 1 Engage 2 Empower 3 Extract 4 Evolve Use tips to engage the organization to Understand how to Learn how Domo fits get the most out of unleash your data to Leverage various into an ever-growing your various data drive business results ways to empower technology stack that sources, finding in new ways, users to create value supports digital innovative solutions extracting more transformation and setting new value at scale standards 27
THANK YOU
THANK YOU Chris Potts Thomas Pening John Hancock John Hancock Investment Management AVP of Marketing Analytics Head of Marketing Intelligence & Technology cpotts@jhancock.com thomas_pening@jhancock.com https://www.linkedin.com/in/christophermpotts/ https://www.linkedin.com/in/thomaspening/
Recommend
More recommend
