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The four essential truths of real-time customer engagement

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• Global Marketing Evangelist

• Teradata Marketing Applications

• 25 years in the industry• Has personally consulted

with hundreds of enterprise marketing organizations in 54 countries (in all regions of the global economy)

Today’s speaker:John Timmerman

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The omni-channel challenge

TraditionalSome people write, mail & read

TransitionalOthers video, upload & tweet

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Today’s digital landscape

247Billion

Emails sent worldwide each day

5 Billion

Smartphones by 2017

4.5 Billion

Social users worldwide

50 Billion

Connected products

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The goal, more than ever, is to enable the dialogue

• Omni-channel marketing remembers a customer across channels and acts accordingly

• Omni-channel marketing enables the brand to deliver a consistent and value-rich experience

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Choreographing individual customer experiences

Planned

Marketer plans messages customer should receive

Customer Value-Driven

Insight-Driven

Real-time customer insights determine the

next best message

Customer Need-Driven

Interactive

Customer interactions with brand trigger

real-time messages

Experiential Interaction

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CUSTOMER SERVICE

Report History

MARKETING Potential Value

SALES Loyalty

DIGITAL Identity

OPERATIONS Registrant

DEPARTMENT SILOS PERCEIVED CUSTOMER

ContactCenterAccountManagersLoyaltyCards

Retail

Online

Email

Mobile

Mail

POINTS OF INTERACTION

Social

BRAND ORGANIZATION

CUSTOMER

Technology ≠ integration

The only sure route to value is becoming one with customers and their experience, regardless of channels or platforms

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You need a very clear picture

HOLY GRAILIndividual insights hidden in the data

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The First TruthIf you don’t know who you’re talking to, it’s almost

impossible to be relevant.

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• Integrated customer data to unify +400 data points

• Increased customer acquisition by 28%

• Improved retention by 20%• Elevated response rates by 15%• 50% increase in customer profit

across targets

International Financial Leader

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A series of repeated steps

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The Second TruthIf you’re not managing the journey the customer is

on, someone else is.

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Understanding the lifecycle

• Visualize the experience

• How can you grow the relationship

• How can you improve the path for your customer

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When a fan calls, he or she will have a consistent experience

Became a “relationship marketer” Connected online data with offline data to

understand the value of a customerIncreased campaign volume 5X without

adding additional resourcesCreated a personalized experience for each

of its 1 million fans

INTERNATIONAL SPORTS MARKETING

ORGANIZATION

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WEBSITE RETAIL CALL CENTER

WEB CHAT

KIOSK EMAIL

DYNAMIC PROFILING

BUSINESS RULES

MULTI-DIMENSIONALANALYTICS

MESSAGE STRATEGIES

• Demographics• Offline data• Contextual data• Contact history

• Channel interaction points

• Campaign eligibility• Governance• Contact history

• Message prioritization• Likelihood estimation• Response prediction

• Align customer interests and business objectives

• Balances channel and marketing

Customer interacts with the channelThe channel

requests a message

Response captured & analytics “self-learn”

Prioritized best set of messages delivered

The need for real-time offer decisioning

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The Third TruthIf you can’t decide which of your offers are most

important, you can’t expect your customers to do it for you.

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Established a loyalty program, a real-time offer decisioning mechanism and a

mobile applicationAllows them to more proactively and

individually engage with customersDelivering a highly personalized and

location-specific experienceAbility to create, deploy, and track offers

through multiple customer engagement and interaction channels

International retailer

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“The Fourth Truth

If you can’t get your message delivered at the right time, it doesn’t really matter how good it is.

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If you can’t decide which of your offers are most appropriate, you can’t expect your customer to do it for you.

If you don’t know who you are talking to, it is almost impossible to be relevant.

If you are not managing the journey your customer is on, someone else is.

If you can’t get your message delivered at the right time, it doesn’t really matter how good it is.

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• Why are there floating metal kangaroos on this slide?

• Where can I get more information on the Teradata Integrated Marketing Cloud?

• Wow…JT sure sounded smart. Are you sure he’s from South Carolina?

Q&A?

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Thank you!