Doug Weiss, Product Growth Manager, Facebook
SESSION #4: CONTINUOUS ENGAGEMENT - DESIGNING YOUR STRATEGY FOR THE ENTIRE JOURNEY
TUESDAY, OCTOBER 10, 2017 1:15 PM - 2:00 PM
A consumer's purchase journey for a considered purchase like an insurance policy, mortgage, higher education degree, or car typically takes several months from attention stage until the consumer pulls the trigger. And a consumer's journey continues even after they become a customer, as she evaluates whether to stay with her current service provider or to move to a competitor. A continuous engagement strategy requires having information as to where each consumer is in her purchase journey, and the ability to use this knowledge as input to engage with each consumer at all stages of her journey.
In this session, we will discuss how marketers from considered purchase industries are “mapping out” their continuous engagement model. We will explore what makes a continuous engagement model successful, and discuss specific examples, such as how to determine the optimal number of consumer interactions needed to secure customer conversion.
Doug is currently a product growth team manager at Facebook, helping to develop products through partnerships to expand the capabilities and functionalities of Facebook's ad products. He leads a team that looks to build out partnerships for the ad products that Facebook has designed for its non-digital native clients (including lead ads, offer ads, offline conversion, and store visits).
He works with Facebook's own product team and partner product teams to develop unique value for clients with innovative solutions. Previous to Facebook, Doug spent most of his career at McKinsey & Company, most recently leading teams in the Marketing and Sales practice while helping to build out their startup consulting practice.
Doug graduated from Stanford in 2013 with an MBA from the Graduate School of Business and an MS in Product Design.