building a successful omnichannel marketing experience - why data quality is key
TRANSCRIPT
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Building a successful omnichannel marketing experience
Why data quality is key
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Introducing our speakers
Lauren McKinneySenior Marketing Campaign Specialist,Experian Data Quality
Johann CollinsKey Account Executive,Experian Data Quality
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The landscape of omnichannel marketing
What drives omnichannel efforts?
Key data challenges behind omnichannel marketing
Ways to immediately improve data quality
Today’s agenda
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What’s the difference:Omni vs. Cross vs. Multi-channel marketing
Omnichannel marketing: Cross- and multi-channel marketing done well
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An example of successful omnichannel marketing
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What is your most commonly used channel to collect contact data?
Poll question:
A. WebsiteB. Sales teamsC. MobileD. Call centersE. Physical stores or branch locationsF. Catalog or mail order
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Most common channels used to collect data
On average, U.S. companies use 3.6 channels to collect contact data
Series10%
10%
20%
30%
40%
50%
60%
70%
80%73%
59% 58%53%
48%
32%
Website Sales team Mobile Call centers Physical stores or branch locations Catalog or mail order
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Getting to a single customer view
Websitevisit
Mobile Ad
PurchaseDirect Mail
TVcommercial
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Omnichannel marketing challenges
Consistent brand experience underpins growth.
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An in-depth perspective
Lack of technology and human know-how
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Accurate contact data drives omnichannel
…of companies conduct email marketing campaigns90
percent
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Collecting accurate data
…of marketing budgets are allocated to contact data-based activities 49
percent
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Consolidating accurate data
…is lost by organizations each year due to bad data.
$611billion
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Using accurate data
…of companies say their revenue is wasted by inaccurate and incomplete
customer data.90percent
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1. Set up a strong data foundation
Real-time/point of entry Bulk/existing data
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ALDO enhances brand perception
Problem:
► No confidence in accuracy of emails collected
Solution:
► Front-end, real-time address verification integration
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2. Integrating data sources
…companies see duplicated data as a significant issue1 in 3
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Saks Fifth Avenue drives exceptional clienteling
Problem:
► Numerous records for same customer
► Inaccurate data collected from many channels
Solution:
► Front-end address verification integration
► Confidence in customer data collected
► More effective omnichannel marketing
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3. Start small with a simple test
Send us 10,000 USA and/or CAN addresses
File Requirements► Have .csv or .txt as the file extension► Be in comma or tab delimited format
Include following columns in the order provided below:
2424
Thank you! Questions?
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@ExperianDQ
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