A Day in the Life of the CMO – Shinesty

A Day in the Life of the CMO – Shinesty

MQ Issue 18Since we launched The Marketer Quarterly in 2014, ‘A Day in the Life of the CMO’ has been the reader’s favorite.  MQ Issue 18 is no different and features an interview with Shinesty’s CMO Jens Nicolaysen. I met Jens at the 2018 EIQ event where he presented some of the humourous irreverant email and branding that Shinesty is known for.

Below my colleuage and Editor of MQ, Dianna Dilworth interviews Jens.

Shinesty CMO Jens Nicolaysen does his best work early in the morning so he’s usually at
his desk by 7 AM. This gives him a couple of uninterrupted work hours before the day gets crazy and the meetings start backing up.

Like most CMOs, no day is typical for Nicolaysen. His main objective is to grow the brand through different channels, and increase scale. This requires him to support his teams across channels and identify what is and isn’t working and evolve accordingly. The marketing team’s job is to think of funny and engaging ways to talk about their products and coming up with the best ways to put these messages in front of people.
Sometimes that’s social, paid search, email or a blog post. The company has been growing sales and its product collection since launching in 2014.

“As we continue to scale, we look at what’s working really well for us in a given channel with a given content strategy; finding what the next thing will be,” says Nicolaysen. “It’s all about finding the right person to lead the right channel, and championing those people.”

Read the rest in MQ Issue 18

Sensei in Adobe Campaign

Adobe Summit 2018 - Day 1

David and I have been writing a lot over the past year about the ways in which artificial intelligence and machine learning are helping marketers more easily drive more positive customer experiences at scale, and we’re bullish on many of the vendors that are enabling.

Yesterday Adobe announced several innovations in Adobe Campaign that caught my eye; not all are in production with clients yet, but several of the capabilities leverage Sensei and illustrate how AI can help drive efficiency and efficacy for marketers.

Yesterday’s announcements included: AI-based send time optimization, Sensei driven segmentation based on predicted customer engagement, and new dynamic reporting capabilities that leverage the Adobe Analytics’ Analysis Workspace. Additional updates include multilingual push notification functionality, a new drag-and-drop email creation tool, and increased throughput and delivery in Adobe Campaign.

Check out the Adobe news here, and stay tuned for much more on AI to come from TRG in 2018.

The Value of Blending Email Marketing and Addressable Advertising

Based on a recent whitepaper by The Relevancy Group sponsored by Merkle, we will detail how email marketing can be utilized in addressable advertising. The research measures how marketers are approaching targeting and we will outline useful tactics.

Questions that we will answer on this webinar:
● How has the online customer experience changed to make addressable advertising more acceptable?
● What are the necessary tactics to blend CRM data with anonymous visitor information and make addressable advertising possible?
● What role does email marketing and marketing services play?
● What are the steps to improve the sophistication of utilizing email and CRM data with addressable advertising?
● What is the revenue upside to blending email marketing and addressable advertising?

Speakers:
• David Daniels, CEO & Founder – The Relevancy Group
• Jose Cebrian, Senior Vice President and General Manager of Email and Mobile – Merkle

Register today. All registrants will receive a recording of the webinar and a copy of the research report

Research Subscriber Series – 2018

The Relevancy Group Research Subscriber Series – The 2018 Offering

What is it? An annual subscription to our 2018 research The Relevancy Groupthat includes access to our back catalog of original hypothesis driven research.  The Research Subscriber Series includes our Relevancy Ring Buyer’s Guides, market landscapes, industry specific research and tactical advice that is based on case studies, executive and consumer surveys.  Each report comes with inquiry access to go one-on-one with the analyst(s) that authored and/or contributed to the research. We provide direct access to answers.

Company Wide Access: With an annual subscription to The Research Subscriber Series, you get company wide access to the latest and best thinking from The Relevancy Group (TRG). Topics cover Martech and Adtech strategies and tactics as well as provide detailed survey analysis of thousands of executives and consumers. $15,000.00 Annually.

Benefits of The Research Subscriber Series:

  • Inquiry access to our tenured TRG analysts.
  • Access to back catalog of research.
  • Company wide access to research.
  • Custom analysis of TRG survey data.
  • Exclusive access to quarterly trend webinars solely for research subscribers
  • Ability to purchase distribution rights to research papers and/or webinar sponsorship.

2018 Research Topics

  • Email Marketing, Customer Experience
  • Everychannel, Omnichannel Marketing
  • Madtech (Martech + Adtech)
  • Customer Data Platforms, Data Management, Data Onboarding (CDP, DMP)
  • Identity Management/Resolution
  • Personalization, Targeting and Retargeting
  • Machine Learning and Artificial Intelligence
  • Mobile
  • Video
  • Social
  • Automation, Campaign Management
  • Data Hygiene and Acquisition
  • Attribution and Analytics

Primary Industries Covered

  • Financial Services
  • Media/Publishing
  • Retail
  • Travel/Hospitality

2018 Report Titles

  • Consumer Email Marketing Trends
  • Consumer Mobile Marketing Trends
  • Consumer Social Marketing Trends
  • State of The Email Marketing Industry 2018
  • Email Marketing Forecast
  • ESP Buyer’s Guide
  • Email Agency Buyer’s Guide
  • Customer Data Platform Buyer’s Guide
  • Identity Management Buyer’s Guide
  • Personalization Machine Learning Buyer’s Guide
  • Analytics Buyer’s Guide
  • Video Platform Buyer’s Guide
  • Digital Agency Buyer’s Guide
  • Madtech Acquisition Trends
  • Email Marketing Acquisition Benchmark
  • State of Retail Marketing
  • State of Financial Services Marketing
  • State of Media/Publishing Marketing
  • State of Travel/Hospitality Marketing
  • Martech Innovators
  • Adtech Innovators
  • Mobile Apps Benchmark
  • State of Digital Video Advertising
  • State of Identity Management
  • People Based Marketing Benchmark
  • Everychannel Attribution, End of The Last Click
  • Advertising Trends in 2018
  • Social Marketing Innovators   *Titles subject to change

Who are the authors? The Relevancy Group is proud to have the most tenured research staff of any analyst/research firm in the industry. They are the best from Forrester Research, Jupiter Research, The IAB, NPD Group, eMarketer and App Annie. All of our analysts have at least 15 years of experience in their coverage area as a practitioner, industry analyst – or both. Learn more about our team.

What does it cost? $15,000 for 28 reports which is a 15% discount from buying them on a one off basis.  This provides enterprise level access, and is a fantastic value for any organization seeking the latest analysis. As a former Jupiter Research and Forrester Research executive I also know it is the most affordable comprehensive apporach to delivering the best original research with the most tenured staff.

Subscribe today, contact us  or call 877.962.6886 for additional information.

Enter The Marketer Quarterly 2017 Marketing Awards

Submit your best marketing and advertising efforts of 2017 and you may be recognized as The Marketer Quarterly Award winner in Issue 16 of The Marketer Quarterly (TMQ) digital magazine, a magazine by marketers for marketers.

Submissions will be judged by the market analysts and consultants from The Relevancy Group in a quantifiable scorecard driven process. Submissions will be judged on variety of attributes including relevance, utilization of data, creative, strategy and results among other category specific characteristics.

You can submit to more than one category. To do so, you will need to fill out this form multiple times, one for each category you want to enter. Each submission is subject to an entry fee.

Each entry fees is $225.00
Upon submitting this form, you will be asked to enter a valid credit card for processing.

Each category will have at least one winner, however some categories may have industry winners, i.e. travel, retail, etc. TMQ AwardsWinners will be recognized in Issue 16 of The Marketer Quarterly and will receive one lovely glass award for each entry won. Additional glass awards for clients or partners can purchased after the winners have been announced.

The submission deadline is 11/17/17.

Submission Categories – Email Marketing Awards 2017
1. Best Newsletter
2. Best Welcome Email/Email Series (i.e. Onboarding, lifecycle messages to convert actions)
3. Most Innovative Email (i.e. Utilization of video, animation, real-time data, location data)
4. Best Triggered Email (i.e. Browse abandon, abandon cart, re-targeting, alerts)
5. Best Offer (i.e. Coupons, daily deal, promotion)
6. Best Loyalty Member Email/Offer (i.e. Statements, offers, redemption)
7. Best Subject Line (i.e. Results oriented, your open/read rate has improved)

Submission Categories – Digital Marketing and Advertising Awards 2017
8. Best Display Ad
9. Best Retargeting (i.e. Display targeting)
10. Best Madtech (i.e. use of CRM data in advertising efforts, i.e. Facebook Custom Audiences)
11. Best Social Marketing Campaign
12. Best Use of Video (i.e. YouTube, or general usage of Video in advertising)
13. Best Cross-Channel Campaign (i.e. Coordinated marketing across channels)
14. Best Mobile Campaign (i.e. Utilization of mobile app, location, push messages, deep linking)

Entries are closed for 2017.

A Week With Adobe

I had a great week at Adobe Summit, where I was joined by 12,000 marketing executives.  Summit The theme this year was Experience.  Adobe pointed out that businesses that are experience driven have higher net promoter scores and revenue than those that do not have an experience focus.  They defined Experience as the sum total of interactions with a brand. This aligns with The Relevancy Group research, most particularly findings in our latest consumer research, Handle with Care – Consumer Email Marketing Behaviors.

They went on to define an Experience business as one that 1) knows and respects the customer 2) speaks in one voice 3) the technology is transparent 4) is focused on customer delight

The big announcement was the introduction of Adobe Experience Cloud, an overarching cloud platform that ties together, their Creative, Document, Marketing, Analytics and Advertising Clouds.  This unifies the data structure, user interface and includes a number of enhancements to share information across the previously disparate clouds.

Machines Everywhere

They discussed the value of real-time data and their machine learning AI framework Sensei took center stage.  Almost every part of their clouds is now or will be benefiting from the Sensei framework. IBM had their event at the same time and similarly was discussing the same things their Watson tool, which TRG’s Nick Einstein writes about here.  Adobe Sensei is built into the platform, harvests data across the cloud, compares patterns; creativity, intelligence, content.  It also creates a virtual analyst, provides automated anomaly detection and alerting.  The Sensei demos were impressive. In one demo in store ads changed based on facial recognition, different offers were displayed based on gender. It was something out of the film The Minority Report.

More Adobe Summit announcements included:

  • New, Adobe Advertising Cloud, combines the Media Optimizer products along with recently-acquired TubeMogul offering.
  • Experience data model is a common language across their cloud and provides for an open ecosystem, utilizing Adobe I/O.
  • Adobe introduced Launch, their next gen tag management system, fast connections at the experience layer.  Launch, Adobe’s tag management partners include Facebook, Twitter, Zendesk and more, it offers fantastic reach.  This data will also feed into their Adobe Cross Device Co-Op  to enhance their Identity Management solution.
  • Adobe Cross Device Co-Op growth, Information on 850 million devices are now in the co-op which was announced at the 2016 Adobe summit. That is big year-over-year growth.
  • Adobe Analytics now includes a virtual analyst that can spot and analyze anomalies and bring audiences, behaviors & ad data together.  Lots of powerful analytics and insights in one place, on one canvas.  That’s impressive.  The text alerts for anomaly also provides likely root causes.  These are smart alerts and this is something that TRG has been advocating for some time.  It is great to see this in production.
  • Their Advertising Cloud is integrated with the rest of experience cloud, same measures and audiences for re-targeting and on stage, they suggested that they deliver higher match rates.
  • They demo’d ability to use first party customer data in a linear TV buying with one click.  This is a first and impressive.  While this has existed for digital and OTT TV, but never has linear TV buying been so easy to combine with first party data. The targeting potential is enormous.
  • New Marketing Cloud: Fluid experiences using fragments content. Snippets that can be used across screens and channels.  This should improve the marketer’s ability to test and create more personalized messages and experiences.
  • New to Marketing Cloud: Adobe Dreamweaver integrated into Adobe Campaign, one click content dropping, this is a big efficiency gain for email marketers.
  • Expanded Adobe and Microsoft partnership, including new integrations with Dynamics CRM, Azure and Power BI.

Sneaks

Their annual summit favorite, Sneaks did not disappoint.  Hosted by SNL’s Kate McKinnon it was an entertaining way for Adobe to sneak preview some of the items they currently have in development.  The item that seemed to capture everyone’s attention was the ability to inject advertising into VR experiences. Interesting stuff but, future forward for sure.

As always it was great to catch-up with the Adobe team, partners and mutual clients. Thanks to the Adobe AR and Marketing Cloud team for making me feel so welcome.

You can watch the Adobe keynotes and presentations here.

Until next time,

 

 

David

A Week With Watson

watson

Last week I joined the tens of thousands of customers, partners, and employees who descended on the MGM Grand and Mandalay Bay in Las Vegas for the IBM Amplify and InterConnect conferences. It was a valuable opportunity to get the latest from one of the most respected companies on the planet and proved to be time very well spent.

It’s no secret that IBM has had challenges growing revenue in recent years as the tectonic shift towards cloud computing disrupted many of their core businesses, but times are changing, and the tech behemoth presented a compelling case this week that they are well positioned to help today’s enterprises capitalize on tomorrow’s opportunities.

Enterprise Strength + Security

When Ginny Rometti took the stage on Tuesday to interview business leaders and IBM partners [including Marc Benioff, Chairman and CEO, Salesforce, Randall Stephenson, CEO, AT&T, William Cobb, CEO, H&R Block, and others], she made it quite clear that the IBM cloud was built to support the enterprise at scale. With the volume of mobile data on AT&T’s network growing at a pace of 40% month over month, Ginny illustrated that tomorrow’s challenges present big opportunities for businesses that can manage this growth with agile and scalable solutions. With the vast majority or the world’s credit card transactions, airline tickets, and stock trades running through IBM systems, the crew in Armonk certainly knows scale and has proven that they’re serious about security.

Cognitive is Here

Watson is at the core of virtually everything IBM does, and this week in Vegas we saw a lot of exciting ways in which artificial intelligence and cognitive processing have been implemented to drive value across business verticals.

Most of us are aware that Watson is a great chess player and has beaten some of the best in the world. Many of us have read about how Watson has helped doctors more easily identify anomalies in huge data sets and aid in the diagnosis of diseases of all sorts. Few of us, however, realize that Watson has learned the US tax code, line by line, and marries those data with those of virtually every tax return ever prepared by H&R Block [nearly 700 million] to find incremental deductions and help H&R Block customers proactively plan for their upcoming tax year to minimize tax exposure.

Watson has also begun to learn marketing. Watson Content Hub uses cognitive intelligence to automatically tag content in ways that make it easier for marketers to ID and leverage it, driving efficiency and efficacy. Watson Marketing Insights [which just went live in GA on Friday, Mar. 24], leverages a cognitive engine to help marketers more easily identify and activate specific customer segments. It can, for instance, comb through cross-behavioral customer data, select those most likely to churn, and then build segments to be passed along to Watson Marketing or to any number of partners for omnichannel activation. While in its infancy, I believe it could very well grow into an indispensable tool for marketers who are increasingly forced to deal with more data than they can effectively manage.

Smart Technology + Smart People

It was easy to get swept away this week by the almost science fiction like possibilities of cognitive computing and artificial intelligence, but everyone from Ginny on down reiterated that it takes smart people to leverage smart technology. Watson is an excellent pupil, but only learns when he is taught by good teachers who leverage a solid curriculum. Marketers looking for a silver bullet may be disappointed, but those in search of tools to better manage their business in the age of ‘big data’ may very well find a perfect partner in Watson.

Kudos + Thanks

Kudos to the team at IBM for producing an epic event, and thanks to all the team members who made the time to meet with me and give me the latest. Special thanks to Stacy Kirk and Silvia Galgano on the AR team for the hospitality and access; this Einstein had a great week with Watson.

For those who wish to dig deeper into the event, check out the recordings and resources online.