current state of data-driven marketing: an inside...

CURRENT STATE OF DATA-DRIVEN MARKETING: AN INSIDE VIEW David Schweer, Teradata Applications John Cole, Isurus Market Research

Agenda for Today’s Webinar

Background of the Research

Defining Data-Driven Marketing

A Marketer’s Framework

Results of the 2013 Teradata Data-Driven Marketing Survey

Examples of Data-Driven Marketing Organizations

Background of Research

•Blind survey executed by Isurus Market Research on

behalf of Teradata – questions developed in

collaboration

•Main objective: understand marketers’ beliefs,

attitudes, interests, needs and motivations about data-

driven marketing

•Responses from over 2,200 marketers worldwide via web-

based survey

•Respondent Qualification:

• Must work in marketing (or be an exec with responsibility

for marketing)

• Annual revenue greater than $100M

•Margin of error: Roughly +/- 3 percentage points

4 10/29/2013 Copyright Teradata. All Rights Reserved. 4

Customer Experience: Inconsistency

Customer’s Experience

5 10/29/2013 Copyright Teradata. All Rights Reserved.

Know What’s Trending

1

2

3

Sources: 1Teradata 2Gartner 3Gartner


Defining Data-Driven Marketing

Data-driven marketing is the process of collecting and

connecting large amounts of online data with traditional

offline data.

Companies then rapidly analyze the data and gain cross

channel insights about customers and bring those

insights to market via a highly-relevant marketing

campaign tailored to the customer, at their point of

need.


How Do You Do It? A Marketer’s Framework

A Data-Driven Marketing approach helps you to operationalize your insights

in a sustainable way to drive sales and reduce costs

conversion path

customer

behavior

affinity

purchase

response

website

mobile

social

attribution

spend

process

segmentation

decision offer

governance

preference

compliance

delivery

ENGAGE With the right

message in the

right channel

EXPLORE Customer data

to develop

new insights


Marketers and Data

of marketers believe that data is

their company’s most

underutilized asset

Source: 2013 Teradata Global Data-Driven Marketing Survey


Marketers Under Pressure

of marketers feel pressure to

become more data-driven



What kind of data are marketers using?



Benefits of Using Data



Priorities for Marketing



Efficiency in Marketing

of marketing departments

have embedded a data-driven

marketing culture into their

standard processes



The Blame Game



Where are Your Competitors?


16 10/29/2013 Copyright Teradata. All Rights Reserved

Plan for the Future

By 2015, a company’s digital strategy

will ultimately influence at least 80% of

a consumer’s discretionary spending.1

What can Data-Driven Marketing do?

• Integrate online and offline data

• Understand consumer actions across multiple channels

• Engage with customers with relevant, consistent experiences, regardless of channel

• Send customers personalized offers based on behaviors

• Provide marketers with rapid insights that reveal who to contact, when, and with what offer

• Reduce the costs of point solutions

80%

Sources: 1Gartner


Top-5 US Bank Creates Consistent Customer Experience

Challenge

• Wanted to drive greater customer value through customer experience

• Needed to prioritize and optimize offers to customers via all marketing channels

• Had no common processes and sharing of best practices

Approach

Results

• Eliminated bottlenecks and reduced the cycle time by 5 days (estimated 20%)

• Increased resource capacity by 12%

• Improved the ability to comply with audits and compliance requirements

• Created a single view of all marketing initiatives to be executed with Marketing Operations

• Developed models for Contact and Offer Optimization


Satellite Radio Company Finds a Way to Beat Out the Growing Competition

Challenge

• Needed a way to outpace their competitors to keep driving subscriber acquisition

• Had a lot of data movement between systems and vendors

• Analytical capabilities needed significant enhancements

Approach

• Run 200 multi-step campaigns every month

• Eliminated data latency issues by moving to Teradata

• Execute on time-sensitive campaign processes through automation

• Automated marketing operations processes to scale to new production targets

• New data warehouse footprint to support analytics

• Eliminated MSP relationship and moved data in-house

Results


International Non-Profit Solves Their Operational and Communication Challenges

Challenge

• Majority of the company’s donations were ‘disaster driven’ which created operational and communication challenges

• In times of disaster, marketing had to jump into action rapidly to communicate with constituents

Approach

Results

• Send multi-million recipient campaigns from idea to execution in less than 5 hours

• Leverage dialog communications to interact with donors during non-disaster time to build ongoing relationships

• The organization used a cloud-based integrated marketing platform to:

• Improve constituent experience

• Streamline and improve response times

• Help the organization better achieve its humanitarian mission


Big Data Marketing


Key Insight from Big Data Marketing

Agile


Thank You for Attending!

www.teradata.com/datadrivenmarketing

current state of data-driven marketing: an inside...

Documents