building a better mousetrap, while avoiding getting trapped

BUILDING A BETTER MOUSETRAPEMAIL AT THE CENTER OF A CROSS-FUNCTIONAL BUSINESS

( Insert Obligatory Hero Shot Here )

ME!

MY STATS

14 / 25 / 1

AEG’S STATS

WHO IS “AEG”?

WHO IS “AEG”?

• Goldenvoice• Messina Touring Group• Marshall Arts Ltd• Concerts West• Atlanta Worldwide Touring• Winter Circle Productions• …and many more!

80+ BUSINESS UNITS

AEG Live – Venues / Festivals / Promoters / Regional Offices / Tours

AEG Facilities – Venues / Teams* / Sales

AEG Sports – Venues / Teams / Sales / Groups / Season Tickets

EMAIL CAMPAIGN TYPES

Weekly or Monthly Newsletter Single Event/Combo Ecard (Presale/Onsale) Upgrades / Season Tickets / Suites / VIP Special Offers / Promotions 1 Month Before “Get Ready” (buyers) Days Before “Looking Forward” (buyers) Day after “Thank You For Attending” (buyers) Surveys



1B+ Sends



1B+ Sends

8K+ Campaigns



1B+ Sends

8K+ Campaigns

Brandcentric



1B+ Sends

8K+ Campaigns

Brandcentric

Mobile-First*

EMAIL AUDIENCES LEVERAGED ACROSS ALL PLATFORMS

SocialRe-

targeting

VideoAds Apps Email

FANS

- JEFF BEZOS / AMAZON, OCT 2016

"ANYBODY WHO DOESN’T CHANGE THEIR MIND A LOT IS DRAMATICALLY UNDERESTIMATING THE COMPLEXITY OF THE WORLD WE LIVE IN.”

#THINKBIG AND #INNOVATE

If marketing doesn’t really understand technology — and IT doesn’t really understand marketing — then their “collaboration” can all too easily look like this:



- Marketing asks for faster horses.



- Marketing asks for faster horses. - IT gives them faster horses.



- Marketing asks for faster horses. - IT gives them faster horses.

The automobile passes both of them by.

#REINVENTING IT

AEG Information Technology is now AEG Digital Services

AGE OF THE CONSUMER = MARKETING + IT

A customer-obsessed operation model demands a close partnership with the office of the CIO.

Technology has become a major aspect of marketing, whether it's through social media, hardware or software, customer portals, company websites or marketing email blasts.

Creating these unified goals helps to speed up the deployment of new technology.

THE CHALLENGESYOU’RE NOT ALONE

EMAIL MARKETING TECH STACK VARIES BY BUSINESS UNIT…Data

• Teradata• MS CRM• Red Point

Creative• Dropbox• One Drive• Bynder• External

Hard Drives• Litmus

ESPs• Salesforce• Adobe• Mail Chimp

Reporting• ESP

Platforms• Adobe

Analytics• Google

Analytics• TM One• MySQL• Tableau• ReturnPath• SurveyMonk

ey

LEVERAGING THE ELUSIVE #SINGLE CUSTOMER VIEW

“Humble” Data Quality

Siloed Departments with Siloed Teams

Inability to link disparate technologies

Our historic challenges:

#RECOGNITION CHALLENGE

#THESTRUGGLEISREAL

Top 3 Email

Marketing Challenge

s Are Ours

#DATA POLITICS

Greatest challenge to any organization is it’s own people. Fear of changeFear of being made redundant / eliminatedFear their fans’ data is going to be misused

• Identify cross-divisional committee of stakeholders.

• Include the team in the trenches as well as management.

• Start SMALL.

DIFFERENT NEEDS, ALL IN SILOS

• High Value Customer• CRM• Transactional Sends

Sales

• Fan Acquisition & Retention• Frequency / Immediacy• Marketing Sends

Marketing

• Attributes• Audience• Ads

Social

• Data PrivacyLegal

• Data Governance• Technology• Security

I.T.

• Segmentation• Predictive Modeling• Reporting

Business Intellige

nce

1. Increase engagement rates2. Increase customer acquisition3. Improve customer retention4. Improve personalization5. Increase brand awareness6. Enrich contact data quality7. Reduce marketing costs

#GOALS

#METADATA MANAGEMENT

Where it resides, and through which channels it arrived What it means, and how it should be interpreted How it relates to the rest of the ecosystem What it’s worth, and how its value can be measured Who it’s accessed and consumed by Which business processes it fuels Which governance policies it’s expected to satisfy

Without effective metadata

management, connecting data becomes brittle,

chaotic, and siloed.

Website Social Email Paid

Website App

Single Customer View

Business Intelligen

ce: Insight

Platform

Automation

Platform

Website

Social

Email Servic

e Provid

er

Apps

Push / SMS

CRM

#RESIST

But be constantly re-evaluating

#CUSTOMER FIRST + #UNIVERSAL AGREEMENT

#EXECUTIVE BUY-IN

#PHASED APPROACH

Executive Sponsors

hipProcess

Data Governan

ce & Privacy

#PHASED APPROACH

Roles, Resources, & Responsibiliti

es

Metrics & Analytics

Training & Communicati

ons

OPPORTUNITIES FOR SUCCESS

• Key digital/data staff - centralized and in the business units.

• Business-unit level investment in marketing tools and expertise to optimize use of data.

Strengths• Divisions know basic

purchase history of their customers

Opportunities• Data is the key to

effective digital marketing Implicit asset value

Weaknesses• We don’t understand

the “global” customer• Lack of visibility into,

and command of, data• Inconsistent

organizational development

• IT systems and practices• Operational practices

Threats• Legal liability• Security breach• Loss of customers due

to lack of understanding them and/or poor treatment

#Educate

#Retrain

ESTABLISHING AEG DATA APPROACH

Oversee / Facilitate data collaboration.Unbiased manager of data along an agreed set

of common data rights in line with the data principles.

Facilitate cross-unit data use for anonymized marketing purposes (marketing methods, data protection, etc.)

Ensure “good manners” and “data owner rights” are paramount in the use of data for marketing