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@BrightFunnel #FunnelFest
Power Your Customer Experience with DataRafa Flores @TreasureData
• Introduction
• Customer Experience
• Brand Awareness
• Initial Engagement
• Data Pipeline Management 360 Degrees
• Subaru Case Study
• Q&A
Agenda
• Senior Product Manager at Treasure Data
• Manage data ingestion & data syndication components of our platform
• Manage the user experience of such components
• Work cross-functionally with Product Marketing to take our products to market
• Formerly led all Product & Customer Success efforts
• Fun Fact: I run 5k races with my 90 lb. Labrador Retriever
About me
Customer Experience
• Defined as a series of interactions between an individual and an organization throughout a business relationship• Referred to many as a “dating game”
• Often mistaken for Customer Service or Customer Success
• Involves all members of an organization, but it typically starts with Marketing
Customer Journey
Brand
Awareness
Initial
Engagement
EvaluationPurchase
Onboarding
Usage
Need
Assessment
Pillars of Marketing
Brand
Awareness
Initial
Engagement
Evaluation
Need
Assessment
Brand
Awareness
First Pillar: Brand Awareness
What business problem does your product and/or offering solve?
When that problem exists at an organization, are you top of mind for your target audience?
If the answer is no, then you lack a strong brand…
1 2 3
2nd & 3rd
Party Data
as a
solution?
2nd & 3rd Party Data as a Solution
• 2nd Party data is in its simplest form “data sharing” across brands
• Example: Ford USA sells to Toyota USA its records of customer purchases over the past month aggregated by age range
• While 3rd Party data is typically data that has been aggregated by a third party source (typically a DMP)
• Example: X DMP collects web traffic data across publishers of its web visitors and ultimately aggregates it by taste and behavior which it then sells to Y Advertiser
3rd Party Data
• 3rd Party data may be leveraged as your foundation for “who” to target by generic buckets
• Recommended if you are unaware of-
o Need assessment
Use Cases
Buyer Personas
Market Trends
2nd Party Data
• 2nd Party data may be leveraged as your sample to either accept or refute your 3rd Party data source
o Do your buyer personas align with your uses cases?
o Does your product offering align with market trends?
• Story:
You are a clothing e-commerce site targeting teens in look for comfort & low prices. 3rd party data suggests that, typically, teens do not buy upon
initial engagement. You partner with Wish and quickly realize that this trend is untrue for your niche segment.
Initial
Engagement
Second Pillar: Initial Engagement
• This is your first impression•This can be an Ad on search display
•This can be collateral published on your knowledge base site
•This can be a tweet on your company Twitter account
• This matters most when it is personalized
1st
Party Data
as a
solution?
1st Party Data as a Solution
• 1st Party data is data YOU own • CRM
• Website visitors
• Product Usage
• Et.
• Ultimately, it gives you the “who” within your reach(no longer generic buckets!)
1st Party Data as a Solution
• Laura is the VP of Marketing at Salesforce.com• She visits treasuredata.com
• Quickly navigates to the Resource Library page
• She spends 30 minutes, then submits a demo request form
• Laura is already a sales prospect in our CRM
• A Treasure Data Account Executive contacts Laura
but she never replies to the e-mail
• What next?!
1st Party Data as a Solution
• Marketing is tasked with retargeting Laura
• Thanks to leveraging 1st Party data, the Lead Generation Manager is aware that Laura enjoys learning about how to activate marketing campaigns via real-time user segmentation
• Next time Laura navigates the web, she receives targeted Ads describing Treasure Data’s capability for real-time user segmentation
• Next day, she purchases Treasure Data
360 Degree View
Subaru relied on gut feeling to form their marketing and advertising
campaigns. But in order to optimize their marketing ROI, they
needed to accurately understand the customer buying journey and
distribute messaging based on behavior based data. They realized
that having 3rd party data alone failed to accurately capture where
each customer was in the buying journey.
Subaru Case Study
Subaru Case Study
Male / Age 25-35 Male / Age 25-35
Before:
Disconnected Data, Wasted Budget
After:
Right Message at Right Time
“We started thinking about people, not devices.
Buyers who just started to consider and those
who are almost decided are quite different in
character, and putting the same advertisement
for both is not effective.”
-Subaru Team
Thank You
