Salesforce Connections 2018 Keynote - Ch. 2: Ticketmaster Is A Trailblazer | Salesforce

We have an amazing set of demos. I'm going to stop talking about our products and actually show you our products, which is why you're all here today. And we're going to do it through the eyes of some amazing trailblazing customers. TicketMaster, Adidas and US Bank. These are three companies in very different industries, but they are all inspiring us with the customer experiences they're building. And to start, I'd love to share the story of Adidas and to do that, I'd love to invite Stephanie, our EVP of product marketing for Salesforce, to tell you the Adidas story.

Smile like. Thank you, Brett. I am actually going to talk to you all about Ticketmaster. So we're going to shift gears here and I'm going to talk to you about Ticketmaster. Ticketmaster is a trailblazer. They're this amazing company. They've been around since 1976. And for some of you here, I'm going to date myself in the room. I remember getting my first concert tickets from Ticketmaster when you went into a record store and got them at. So that not all of you will remember that. And that's okay, but it's better now. We're in the digital age here and I'm going to talk to you about how they are blazing a trail in this digital age and they're doing it together with Salesforce. They're creating these amazing one to one personalized journeys for their consumers. And we're doing it together.

Now.

Let's look at where they start. They start with the Salesforce marketing cloud. They're using the marketing cloud. Brett showed you. It's the world's number one marketing platform. We're very proud of the work with what's gone over the last five years with the marketing platform and what it's allowing the Ticketmaster marketing managers to do is to create those journeys, but to create them at scale. This isn't one to one. They have to deliver this one to many, many, many, many to millions of people every day. And it starts with them leveraging Journey Builder. Journey Builder allows a marketing manager with clicks and not code to orchestrate that full one to one journey. Journey Builder is the canvas in which every marketing manager uses to create these amazing experiences. But every marketing manager knows they need to be able to connect across every touch point. And that's why in marketing cloud, we've enabled that across email, ads, mobile, social, so that marketer can orchestrate all across all of the consumer touch points via Journey Builder. Now we've been busy with marketing Cloud, we continue to innovate. Innovation is a core value of ours as a company and marketing cloud is leaning in on that. We have now Interaction Studio. I'm excited to share with you that that is now ga. Now you might be saying, what's Interaction Studio? Why should I care? Well, for marketers out there, Interaction Studio allows you to visual intelligence. It allows you to visualize that journey and be able to track and manage it in a real time fashion so that when you see things happening, you can optimize the journey while it's happening, increasing your ROI out there. The innovation continues with our partnerships as well. I'm very excited. We have our friends here from Google and Brett's going to talk to Google in a moment and bring them up on stage here. But we have a super powerful partnership with them like no other out there and I'm going to get to show you how that works for Ticketmaster, how we're bringing together and integrating the power of the marketing cloud with Google Analytics360 and making a game changer out there for all marketers. They can work so much faster and they're more productive. Really what's happening with the two of us coming together here is it's allowing the marketing managers in real time to get a whole new level of consumer insight. How much time do we spend as marketers trying to stitch together all the different data points to get that key insight and to know what the next best action is? We're flipping that on its head and we're making it possible for the marketers to get those insights all in one place and then be able to take action on the consumer journeys in real time, optimizing the outcome, creating that amazing experience. Now, I could talk about it all day long, but in the spirit of Salesforce, we like to show you the products. We want to show you a demo. And I've got an amazing demo team back here. Let's give a shout out to Tim and Chris back here in the room. They're actually going to do the demo. Although they're really here for the Killers concert. I'm onto them. So they're going to do the demo and then we'll let them go to the concert. So let's go in to Marketing Cloud and see the power of this for Ticketmaster in action. So right here you're in the account view of Marketing Cloud and for every marketer at Ticketmaster, what do they want to do? Well, they want the power of that Google Analytics 360 data, they want access to that. They want that at their fingertips when they orchestrate these journeys. And it's as simple as is two easy clicks. Now they can actually go in and they can link and authenticate their Google Analytics 360 account in marketing Cloud. So right there it seems like a simple thing, but it's a big thing because we're taking them from disparate systems and bringing it into one easy workspace for the marketer out there. So that's two simple clicks there. They didn't have to call it, they didn't have to log a ticket, they didn't need their admin to do that. They were able to do that. Now that marketer's ready to go hang out in Journey Builder where they get to orchestrate that experience. And this right here you're looking at is Journey Builder. Now you see here summer events, Journey. The summer season is huge for Ticketmaster. We all know everyone's into those music festivals and concerts and the great weather and they're wanting to put together a journey here that will help drive ticket sales for all these summer events. Now what do the marketers know out there? Well, they want to send out an email to promote these events, but they know that a really good journey connects all of those touch points, all of those different things that the online experience, that the web and the ads, they all have to marry with that email, they can't be disjointed. And now they can easily do that because with Google Analytics 360 integrated into marketing Cloud, it's as simple as that. Marketing manager going into the Settings tab, they go into the Settings tab and with one click they can now have all those emails that are in the Journey tagged with the Google Analytics360 tracking for the marketers in the room. You're thinking, wait, I did that via cut and paste. One by one, we are automating that. That's exactly what's going on. This is a huge productivity game for the marketers out there because it was a cut and paste across thousands of emails to manually tag with that 360 code. And now it's one and done. So now this marketer can activate this journey. Now activating the journey is just the beginning. They want to know how is this journey going? Gone are the days of analytics being in the rear view mirror where you're reporting on something after the fact that they have right here built now in marketing cloud, Journey Analytics. Now, we had Journey analytics before where the marketer could see all the email performance data and it's still there all that good stuff around delivery rate, open rate, click rate, all of that is still there in Marketing Cloud, but it's gotten so much richer because now you have all of the site usage data. We are bringing in all the analytics From Google Analytics 360 right here into a single dashboard view. You can see right on the right hand corner there, powered by Google Analytics 360. So you're getting that consolidated view and all the things related to the online behaviors, the site usage, the page views, the click throughs, all of that information that you need at your fingertips is right there. But it keeps getting better. For marketers, it's always about the right message at the right place at the right time. Content is king for us. Content is the currency for us. And just by clicking the content tab, every marketer at Ticketmaster can understand at the most granular level how their content is performing. Words matter to us as marketers. Visuals, what are the images? Are they winning the hearts and minds of their audience? Right here, all of the content, all of the copy blocks, all of the images are right here. And that marketing manager can get to a granular view and understand what is performing best. Now why do they want that? They want that because they can now go in real time and adjust these journeys. They can optimize these journeys to surface more the high performing content and imagery and they can do that all right here in marketing Cloud. So let's go take a look at this when we come back to the dashboard Now. Now we're back on the dashboard and something sticks out at me here. Total abandonment rate, it's not so good. What is that? That is consumers who received the email from Ticketmaster, they went, clicked through the email that brought them to the page and yet they dropped off the page and didn't make a purchase. That hurts. The end game is the purchase, right? In the past that would be a lost opportunity for a marketer. We would have lost them and that would have been it. But now with all of the insight that we're getting about what content is performing and getting that in near real time, we can go back into Google Analytics360 and optimize the journey and we can actually re engage these people who have dropped off the page with a new email journey. So right here we've gone Into Google Analytics 360. You can see the experience looks a bit different, but it's right there, a click away from Marketing Cloud. And this here you're looking at is all the audiences that the Ticketmaster marketing managers have put in place and you can see right there is that summer event customers. What are we going to do now? Here's the power in action of in real time going back and rescuing those people who dropped off the page. We're going to do two things. First we're going to leverage the power of Optimize 360 and Google Analytics and we're going to go take all the insight we got from that content that's performing best and we're going to surface that. We're going to optimize those online web pages with the best performing content. We're going to make the pages better, more relevant, more personalized. Then from there we're going to do something first time ever we're going to actually take that insight from Google Analytics 360 and we're going to bring it back into marketing cloud with just a click. That's a first time ever thing that Google has allowed that information to go out of the Google network into another property and we bring that back into Salesforce. So we have all that information to send a new re engagement email journey. Now let's see how that happened there. Bam. Right there. That information's come back into marketing cloud and it's now there. We now have the names who's dropped off and we know we can re engage these people with an email journey and we know when they click through that the pages through Optymyze360 are going to have the best content out there for the most relevant experience. Now I've talked a lot about what this looks like for the marketing manager. What does it look like for you and me as consumers? I told you, I'm a Ticketmaster fan. So I want to show you what that looks like for me. This is my mobile phone here and this is an email that I've received from Ticketmaster. And they know me. They serve up only relevant content to me right here. Rock and pop. I'm a huge U2 fan. I love the Killers and they're giving me images of bands that I like, labels that I like are listed and rock and pop, they know what I like. I click through that, it gets even better. The site is now optimized for me. The website is personalized. Welcome, Stephanie. They know me and they're only surfacing the shows that are in my area, San Francisco. They know where home base is for me and they're giving me all the shows that I want to see. And right there I'm like Flashback Friday. Here is the Go Gos. That was my fl first concert again, dating myself in a large room. But the Go Go's was my very first concert and I'm shopping for where to take my daughter this summer for her first concert experience. While she's voting for Taylor Swift, I'm voting for the Go Go's. No problem, Taylor. But seriously, what's really good about this is this is a great experience for me. But how are they doing this for millions of people? Every single experience is personalized. Now I have one other fan here in the room that I know well that I want him to show his experience. Tim, show them what it looks like for you on your mobile phone.

Great.

Thanks, Stephanie.

So, yeah, I'm certainly ready for the killer concert tonight, but I'm going to plan my next concert. So I got my email here. So I love all types of music. Country, rap and hip hop. Yeah, let's check out rap and hip hop.

Let's see.

Oh, this is great. So I live in the Chicago area, so this is perfect. They're showing me all the shows near me. Oh, yep, saw them before they made it big. Cool. All right. Oh, sweet. Jay Z, Beyonce are coming here. All right, you can find me at the Beyhive there at that show.

I'm picking for you. You're going to Beyonce Killers and then Beyonce. You're good. But you see his experience. Different music, different location, different preferences. All of that is being done at scale by Ticketmaster to make it really personalized and relevant for the individual. Now I want to remind you that I got to the Go Go's on that webpage and I told you I was going to get those tickets for my daughter, but I never did it. So what do you think happened? Well, guess what, they re engaged me because they know that I dropped off and they saw that I was looking at that. And so when I go back to my email, right here, surfacing for me is the Go Gos and are you interested? And those tickets are still available. And right here from a mobile phone they've got that integrated commerce experience. So I can go click right in here and get those tickets for my daughter. And we're off to an amazing experience, a great show. So I know that was action packed and fast. But the real power here is that you see how marketing, cloud and Google Analytics, 360 with this direct integration between the two has allowed Ticketmaster marketers to be able to deliver more personalized journeys because they know the consumer with greater detail. They're getting those insights faster, they're more productive. They don't have to go to a bunch of disparate systems. It's all there in one to create these amazing personalized journeys. That's the power of Google Analytics 360 journey builder and email studio in the marketing cloud, coming together to deliver that end to end experience. Now, if this interests you, you too can get started. We all know Trailhead is the fun, easy way to learn Salesforce. And we've created a compilation of all that was here with Ticketmaster into something called a trail mix. No, it's not a snack. A trail mix is a compilation of all of the learnings here, step by step, of what Ticketmaster has done. So if all of you get out of your phones and you text Ticketmaster at 38767, you can get that step by step on how to do that. So I hope you will get started with that. Now, Salesforce is all about fun, and we want to make sure that you're having fun every step of the way over the next two days. I know we're all gonna have a great time tonight at the Killers. I'm very excited for the Killers concert, but a few people in this room are gonna have an even better time than some of the rest of us because we are gonna give one person five tickets to a meet and greet with the band. A private meet and greet with the band. So where are randomly here in this room, our winners of five meet and greet? Private interaction with the band. Well, somebody told me you had a boyfriend who looked like. Where are they? Do we have our winners? Heaven ain't close in a place like this I said heaven ain't close in a place like. All right, that was long there. I was about to say, I'm going for a meet and greet with the Killers, but congratulations to you. I hope you have a fantastic time at the Killers. I know we all will tonight. Thank you so much. And back to you, Brett.

Thank you. What an amazing story and an amazing customer experience. And we're so lucky to have Kat from Ticketmaster and Babak from Google here to tell us a little bit about how they built this experience together. Will you please come up on stage so we can hear a little bit more about this story? So thank you first of all, for this amazing partnership and thank you for sharing the Ticketmaster story with all of us. It was really inspiring. Kat, that was a great customer experience. Do you mind just sharing a little bit about your philosophy about creating these moments with your customers as you build the Ticketmaster brand?

Ticketmaster has. And thank you so much for Having us, it's, it's been an incredible journey with Salesforce. Ticketmaster is an incredible opportunity to be that gateway to these amazing experiences that really shape people's memories for life. And these live events are really emotional. And so I think for us, we believe that where we're going to go is through that fan centric view of these experiences. We have to deliver on exactly what Stephanie stated, which is how do we get that right event to that right fan at that right moment, through the right mediums, with that right message. And every day this platform allows us to deliver against that. And so for us, how do we do that at scale is what we live through that marketing experience day in and day out.

So very exciting. So Kat, for you, how does the partnership between Google and Salesforce help you in that journey? And for you, Babak, how should all the market. We have a lot of marketers in the room today, as you probably figured out here at Connections. How should they be thinking about this partnership between our two companies? So, Kat, we'll start with you.

Absolutely. I mean, I think when you think about Ticketmaster as a platform, it's a half a billion tickets that go through that platform. 29 countries, that's 15 tickets moved per second. Right. So the only way that you're going to be able to deliver that kind of experience at scale is through data and technology. And as marketers, I think for us, you have to lean on platforms like Google and Salesforce to be the bedrock of our marketing tech stack.

So they're better together, we're better together.

Babak, first of all, thank you so much for having us here. It's truly delightful to see Google and Salesforce coming together so we can create experiences that we solve for our great customers such as Kat and everyone else. So this partnership really comes down to, I would say, two things that we know marketers care a lot about. Insights and efficiency. So with regards to insights, for the past couple years we've been talking to marketers such as Kat, Stephanie and everyone else, and we know it's been very challenging to essentially stitch together different customer interaction points in a seamless way and then ultimately act on them. It's been very challenging to do. And what we know that folks want, which this integration actually allows, is to ultimately integrate and connect your insights from your marketing and CRM tools with your web analytics data so you can actually have a seamless sort of connection point so you can see what's happening across sales, marketing and advertising touch points and act on them. So that's on the insights part with regards to efficiency, some of the pieces that we demoed together today, so some of them were not possible before, but some you could do. But it was, frankly speaking, clunky. It required custom work, definitely required involving it, and lots of troubleshooting afterwards. One of the things that we really like about this integration, as you saw, I mean, as Stephanie was showing it, is essentially we are taking the complexity out of the picture completely. Ultimately, as soon as you connect your Salesforce Account and Google Analytics360Account together and give the right permissions, you're pretty much good to go. So then, in essence, marketers get a good sort of complete customer journey, sort of viewpoint, and they can also act on and without the complexities that existed before.

Well, it's incredible. I think for every mark in the room, I think I can say that these two products working together, I think more important, these two companies working together will hopefully make all of your lives and your jobs easier. Thank you so much for being here today. Thank you for letting us tell your story and we really appreciate. It was such a great story. Thank you so much.

Thank you.

Thank you.

Thank you very much.