how to stop brand pollution - adam software & teradata
TRANSCRIPT
How to Stop Brand Pollution Enabling global brand consistency, personalized content, streamlined workflows
and increased customer engagement
Tuesday June 30, 2015
Sponsored by:
Moderated by:
Maria Nicoletti
Product Campaign Manager
ADAM Software
Jackie Palmer
Senior Director
Product Marketing
Teradata
Jan Dejosse
CMO
ADAM Software
SALES Loyalty
MARKETING Potential Value
CUSTOMER
SERVICE Report History
DIGITAL Identity
OPERATIONS Registrant
DEPARTMENT SILOS PERCEIVED CUSTOMER
© 2015 Teradata
Customer Experience: Inconsistency ORGANIZATION
Contact Center
Account Managers
Loyalty Cards
Retail
Online
Mobile
POINTS OF INTERACTION
Social
CUSTOMER
9
AN
ALY
TICS
MARKETING
AGENCY
MARKETER
Spend
Real-time
Social
Purchase
Media
Process
Mix
Point of sale
Display Ad
© 2015 Teradata
Marketer Experience: Frustration and Silos
DISPERSED MESSAGE
& TIMING
BRAND
INTERACTION
TOUCH POINTS
DRIVERS &
INFLUENCERS
CUSTOMER
Retail
Website
Mobile
Social
Search
Newspaper
TV
Contact Center
21 © 2015 Teradata
Silos Prevent Success
believe silos within
marketing prevent them
from having a seamless
view of the campaign and
of the customer across
channels1
Internal silos prevent 42% of marketers
from having a full and consistent view
of their customers1
4 out of 5 marketers
42%
1. Teradata Corporation: “Teradata 2015 Data-Driven Marketing Survey, Global.”
22
THE KEY
Individualized
insights
© 2015 Teradata
Driving brand engagement requires synchronized teams, resources, and processes
Invaluable to moving from
hindsight to insight to foresight.
YOU ME WE YOU ME
23 © 2015 Teradata
Improving customer engagement requires Hindsight to Insight to Foresight
HINDSIGHT INSIGHT FORESIGHT
Insight-Driven
Real-time customer
insights determine
the best next
message
Customer Need-Driven
THE FUTURE WILL BE
Interactive
Customer
interactions with
brand trigger
real-time messages
Experiential Interaction
TODAY IS
Planned
Marketer plans
messages customer
should receive
Customer Value-Driven
IN THE PAST WE
Proactive Reactive Pro+Reactive + +
25 © 2015 Teradata
It All Begins With Data
1. Teradata Corporation: “Teradata 2015 Data-Driven Marketing Survey, Global.”
Over 85% of marketers say data is underutilized by their organizations… up from 46% in 20131
Now 44% of marketers have a single view of the customer… up from 18% in 20131
26
Marketing Executives Weigh In
is the most
challenging question for
the second-largest
percentage of
marketing executives
(29%)1
1. Teradata Corporation: “Teradata 2015 Data-Driven Marketing Survey, Global.”
.
© 2015 Teradata 26
“How are current marketing activities helping achieve our corporate objectives?”
Only 1/3 of executives
know how to use
insights from data to be
more efficient (36%) or
to manage marketing
spend in real-time
(35%)1
27
DRIVE VALUE THROUGH CUSTOMER ENGAGEMENT
1. DEVELOP A CUSTOMER-CENTRIC STRATEGY
2. OPTIMIZE OFFERS BASED ON BEHAVIOR AND VALUE
3. SHARPEN YOUR MEDIA SPEND
4. OPERATIONALIZE INSIGHTS
5. SHARE SUCCESS
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1. DEVELOP A CUSTOMER-CENTRIC STRATEGY
28
INTEGRATE INTERACTIONS
DRAW INSIGHTS FROM THE INTERACTIONS
PRIORITIZE COMMUNICATIONS
29
2. OPTIMIZE OFFERS BASED ON BEHAVIOR AND VALUE
UNDERSTAND ONLINE BEHAVIOR
LINK BEHAVIOR WITH CUSTOMER VALUE
DELIVER A REAL-TIME RESPONSE
30
3. SHARPEN YOUR MEDIA SPEND
14
LINK AUDIENCE AND INDIVIDUAL IDENTIFIERS
ONBOARD SPECIFIC INDIVIDUALS
FOCUS THE MEDIA SPENDING
31
4. OPERATIONALIZE INSIGHTS
HAVE OVERSIGHT OVER THE OPERATIONS
NIMBLY ADJUST SPEND TO BEST INITIATIVES
REDUCE PRODUCTION CYCLE TIME AND FEES
32
5. SHARE SUCCESS
UNDERSTAND THE CUSTOMER
LEARN FROM THE SUCCESS OF OTHERS
EXECUTE ON THE SUCCESS
21
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50% 50% savings in
agency late
fees/rework
3x Increase in
content production
30% increase
processing capacity
45% reduction in
operational costs
ALIGNING YOUR BRAND AND ENGAGEMENT STRATEGIES: SAMPLE BENEFITS
Source: Gartner 2014