individualized insights: stories of marketers bridging digital and traditional marketing to drive...
TRANSCRIPT
Individualized Insights: Stories of Marketers Bridging Digital and Traditional Marketing to Drive Value
Jenne Barbour Teradata Marketing Applications
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DIGITAL DISRUPTION
87% OF MARKETERS CONSIDER DATA AN UNDERUTILIZED ASSET
TECHNOLOGY MUST KEEP MARKETERS COMPETITIVE
Source: Teradata 2
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CURRENT CUSTOMER EXPERIENCE
ONLY 25% OF CUSTOMERS ACKNOWLEDGED RECEIVING A TAILORED EXPERIENCE
Source: Accenture 3
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MARKETING IS CHALLENGED TO DRIVE CHANGE
38% OF MARKETING EXECUTIVES FIND IT DIFFICULT TO ANSWER: “HOW CAN WE BETTER ACQUIRE AND RETAIN CUSTOMERS?”
Source: Teradata 4
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THE VALUE OF TRADITIONAL MARKETING
SUPPLEMENT DIGITAL MARKETING WITH OFFLINE CHANNELS
COMPREHENSIVE BRAND PRESENCE
DIGITAL MARKETING DEMOGRAPHIC GAP
IMPACT OF INTERPERSONAL INTERACTION
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Paid
Earned
Owned
Paid
Earned
Owned
Anonymous Customer
Anonymous Customer
Known Customer
Operations and Content
Decisioning Analytics
Data Management
AUDIENCES INDIVIDUALS CMO/SVP/VP
Marketing
Digital Marketer
Relationship Marketer
From Personalization to Individualization: Bridging the Anonymous and Known to Drive Value
Known Customer
Anonymous Customer
Marketing Operations
Marketing Analyst
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1. LINK ONLINE BEHAVIORS WITH OFFLINE ACTIONS
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LINK BEHAVIORS AND ACTIONS
DRAW INSIGHTS FROM THE DATA
INDIVIDUALIZE THE COMMUNICATIONS
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LINK ONLINE BEHAVIORS WITH OFFLINE ACTIONS: Solution Architecture
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5 3 Initial Purchase
Customer Response
6 Individualized Follow-Up
Link Actions and Response
Initial Profiled Offer 2
1 Identify Customers
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7 Follow-on Purchase
In-Store Experience
Point of Sale
Coupon Redemption
Analytics & Reporting
Customer Environment
CUSTOMER INTERACTION MANAGER
Customer DW Customer Loyalty
Purchase History
Analytics & Profiling
Customer Interactions Customer Value
Individualized Engagement
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A customer’s online experience needs to match their offline experience to achieve loyalty and advocacy. Marketers that can link these experiences will delight customers with individualized engagements.
LINK ONLINE BEHAVIORS WITH OFFLINE ACTIONS
KEY QUESTIONS TO CONSIDER:
Do you have an approach that will link the offline actions with their online behaviors?
Are you able to gain key insights to differentiate from the competition?
Are you able to follow up with the right individuals based on their response?
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2. RECONNECT WITH HIGH VALUE CUSTOMERS
© 2015 Teradata
IDENTIFY OPTED-OUT HIGH VALUE CUSTOMERS
ACHIEVE MORE VALUE FROM ADVERTISING
DELIVER A MULTI-CHANNEL EXPERIENCE 11
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RECONNECT WITH HIGH VALUE CUSTOMERS: Solution Architecture
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Display Acquisition
User Identification and Opt-In
Onboard Customers
Individualized Follow-Up
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Facebook Advertising
Custom Audiences Campaign Management
Look Alike Modeling
Analytics & Reporting
CUSTOMER INTERACTION MANAGER
Customer Environment
Customer DW Customer Loyalty
Purchase History
Analytics & Profiling
Customer Interactions Customer Lifetime Value Follow-Up Engagement
1 Identify Customers
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Reaching high-value customers with focused messages can separate you from the competition. Being able to integrate social advertising with your marketing efforts can lead to greater returns.
RECONNECT WITH HIGH VALUE CUSTOMERS
Are you able to reach opted-out individuals through your advertising efforts?
Are you able to deliver special messages to the right individuals?
Are you able to deliver a multi-channel experience?
KEY QUESTIONS TO CONSIDER:
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3. SHARPEN YOUR MEDIA SPEND
LINK AUDIENCE AND INDIVIDUAL IDENTIFIERS
ONBOARD SPECIFIC INDIVIDUALS
FOCUS THE MEDIA SPENDING 14
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SHARPEN YOUR MEDIA SPEND: Solution Architecture
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2
3
6
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7 Display Acquisition
User Identification
Cookie Match
Campaign Request
Individualized Offer
Campaign Response
Campaign Launch
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Demand Side Platform
Real-Time Bidding Tracking Servers
Campaign Management
Look Alike Modeling Analytics & Reporting
DSP-Customer ID Cookie Match Table
Customer Environment
Customer DW Customer Responses
Purchase History
Analytics & Profiling
OMNI-CHANNEL MARKETING
Customer Interactions DSP Integration
Intelligent Offer Selection
© 2015 Teradata
4 Identify Customers
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Leading marketers are now able to focus their advertising to maximize the value. Being able to link digital advertising with your marketing efforts can lead to greater returns.
SHARPEN YOUR MEDIA SPEND
Are you able to link your advertising with your customers to understand the value?
Are you able to focus your advertising spend on individuals that you want to reach? Are you able to eliminate advertising to individuals that purchase through other channels?
KEY QUESTIONS TO CONSIDER:
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FROM PERSONALIZATION TO INDIVIDUALIZATION
1. LINK ONLINE BEHAVIORS WITH OFFLINE ACTIONS
2. RECONNECT WITH HIGH VALUE CUSTOMERS
3. SHARPEN YOUR MEDIA SPEND 17
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Jenne Barbour
Global Marketing Strategy + Evangelism
Teradata Marketing Applications
@jennebarbour
Contact:
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Session 2: Workshop 9:40 – 10:20am Teradata Marketing Applications: Individualized Insights: Stories Of Marketers Bridging Digital And Traditional Marketing To Drive Value Leader: Steve Warren VP and General Manager Key Discussion Points: · Value of traditional marketing integrated with digital channel efforts · Benefits of linking online behaviors with offline actions · Best practices for leveraging social interactions to improve customer retention · Recommendations for optimizing digital advertising spend management The evolution of the digital landscape has enabled marketers the opportunity to engage the connected customer in more ways than ever before. As the landscape matures, marketers are learning that they need to use both the behaviors and the online and offline actions of the individual to create the right engagement. Learn how marketing leaders are using individualized insights to integrate digital and traditional channels to evolve brand engagement with their customers. Advantage: Today’s consumers don’t differentiate how they digitally communicate with a brand – but they do expect a consistent experience across all digital touchpoints. Email, SMS, Social Networks, Mobile Push, and Advertising – to the end-customer all need to work in concert. By integrating digital segmentation and digital channel execution, marketers are now able to deliver highly relevant, individualized messaging – elevating real-time digital reactions to right-time digital communications. Learn how to exceed consumer expectations and meet corporate objectives for revenue generation while improving results.