Individualized Insights: Stories of Marketers Bridging Digital and Traditional Marketing to Drive Value By: Jenne Barbour, Marketing Strategy at Teradata Marketing Applications

 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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HOW DOES MARKETING ENGAGE THE INDIVIDUAL?

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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 DW Customer Loyalty

Purchase History


Customer Interactions Customer Lifetime Value Follow-Up Engagement


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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?


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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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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 DW Customer Responses

Purchase History


OMNI-CHANNEL MARKETING

Customer Interactions DSP Integration

Intelligent Offer Selection

© 2015 Teradata


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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?


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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

18 © 2014 Teradata

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Jenne Barbour

Global Marketing Strategy + Evangelism

Teradata Marketing Applications

@jennebarbour

[email protected]

Contact:

20 20 © 2015 Teradata

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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.