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  • 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

  • 6 10/29/2013 Copyright Teradata. All Rights Reserved.

    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.

  • 7 10/29/2013 Copyright Teradata. All Rights Reserved.

    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

  • 8 10/29/2013 Copyright Teradata. All Rights Reserved.

    Marketers and Data

    of marketers believe that data is

    their company’s most

    underutilized asset

    Source: 2013 Teradata Global Data-Driven Marketing Survey

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    Marketers Under Pressure

    of marketers feel pressure to

    become more data-driven

    Source: 2013 Teradata Global Data-Driven Marketing Survey

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    What kind of data are marketers using?

    Source: 2013 Teradata Global Data-Driven Marketing Survey

  • 11 10/29/2013 Copyright Teradata. All Rights Reserved.

    Benefits of Using Data

    Source: 2013 Teradata Global Data-Driven Marketing Survey

  • 12 10/29/2013 Copyright Teradata. All Rights Reserved.

    Priorities for Marketing

    Source: 2013 Teradata Global Data-Driven Marketing Survey

  • 13 10/29/2013 Copyright Teradata. All Rights Reserved.

    Efficiency in Marketing

    of marketing departments

    have embedded a data-driven

    marketing culture into their

    standard processes

    Source: 2013 Teradata Global Data-Driven Marketing Survey

  • 14 10/29/2013 Copyright Teradata. All Rights Reserved.

    The Blame Game

    Source: 2013 Teradata Global Data-Driven Marketing Survey

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    Where are Your Competitors?

    Source: 2013 Teradata Global Data-Driven Marketing Survey

  • 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

  • 17 10/29/2013 Copyright Teradata. All Rights Reserved

    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

  • 18 10/29/2013 Copyright Teradata. All Rights Reserved

    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

  • 19 10/29/2013 Copyright Teradata. All Rights Reserved

    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

  • 20 10/29/2013 Copyright Teradata. All Rights Reserved

    Big Data Marketing

  • 21 10/29/2013 Copyright Teradata. All Rights Reserved

    Key Insight from Big Data Marketing

    Agile

  • 22 10/29/2013 Copyright Teradata. All Rights Reserved

    Thank You for Attending!

    www.teradata.com/datadrivenmarketing