Real Time at the Right Time: Driving Real-Time Connections with Offline and Online Data

Real Time at the Right TimeDriving Real-Time Connections with Offline and Online Data

Presenter

Extensive experience in working with well-known brands, including MasterCard, Kohl’s, GM and AT&T Wireless.

Previous positions include Founder of Attain Group, EVP at MRM Worldwide, and SVP at Digitas.

Anders Ekman, President

DataMentors founded in 1999 Gartner-ranked DataFuse data integration technology Relevate founded in 1978 Heritage in foundational data products such as phone and

email data

Both companies have built substantial real time capabilities

Connection of technology and data to drive “right time” marketing

DataMentors Overview

3

Solutions Linking Data And Technology

Topics

The Real Time Opportunity

Right Time Marketing

Identify In-Market

Prospects with Fast Data

Options to Target Leads with

Personalized Offers

Q&A


plan to increase their real-time marketing

budgets in the next year

Marketers in need of

quick decisions are

increasingly investing

in real-time solutions to

engage multi-channel

consumers when the

moment is right.

of marketers report a positive return on their

real-time marketing investments

98%

59%

Wayin 2015 Real-Time Marketing Report


Perceived Benefits of Real Time Marketing

Econsultancy

7%

10%

16%

34%

47%

72%

84%

13%

18%

18.00%

29.00%

46.00%

74.00%

82.00%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Higher margins on real-time offers

Increased average order value

Greater opportunity for personalization

Better brand perception

Improved customer retention

Improved conversion rates

Better customer experience

Agency Respondents Company Respondents


Challenges of Real-Time Marketing Accordingto North American Marketing Executives

Adobe July, 2014 The Financial Brand

28%

32%

36%

37%

38%

41%

43%

57%

60%

0% 10% 20% 30% 40% 50% 60% 70%

Ensuring a great customer experience

Working with IT to create better solutions

Marketing efficiency and speed to market

Coordinating communications across inbound andoutbound channels

Driving revenue through cross-sell, up-sell

Leveraging all the big data we have

Improving customer retention

Marketing effectiveness of response rates

Personalizing messages based on consumer behavior

Examples Of Real Time Experience Delivery

Contact Validation

Customer and Prospect Pre-fill

“Right Time” Marketing

What Is Right Time Marketing?

Right Time Marketing is a sophisticated way to boost prospect acquisition and customer growth and retention by customizing the investment in marketing process and technology costs to drive optimally timed contact for the best ROI.

Data and technology synchronized to

deliver experiences

Seamless connection of “fast” and

“foundational” data

Real time interactions vs. batch processes

Data as fuel vs. ingredient

How DataMentors Defines Right Time Marketing

The Right AnswerOur unique process allows our clients to zero in on the right combination of data, channel and timing necessary for real and sustainable ROI.

The Right PersonData products that lead the market in both scale and precision

The Right MomentReal-time services that enable instant data mobility, insight, and action

The Right ChannelCross-channel solutions that allow for seamless customer experiences

Target The Right Person

Right Time Marketing combines first-party data with rich third-party

enhancement, behavioral data, and in-market purchase signals for

finely tuned audience identification.

Target At The Right Moment

Real-time services: Enable instant data mobility, insight, and action

Blend real-time mobile and social insight with offline identity data for rich

right-time contact

Reaching the right consumers at the right moments of

purchase influence is key to optimizing customer acquisition.

1. Google/Ipsos, "Consumers in the Micro-Moment“ Study 2015 2. Google/Ipsos, “Moments That Matter” Study 2015

1. 2.

Target Through The Right Channel

Marketers must track offline and real-time online consumer behaviors

across channels to deploy targeted messages through the right channels at

the time when prospects are most likely to convert.

Google/Ipsos, “Omni-Channel Retailing” Study 2014

Example: Identify In-Market Auto Shoppers Across Channels

Track mobile car shopping activity

Household mobile devices

Connect households to VIN, demo and contact data

Track social car shopping activity

Household Twitter accounts

MOBI

LESO

CIAL

Example: Target In-Market Auto Shoppers At The Right Time

Journey based campaign targeting.

Household overlapping activity

Greater-close-potential target

Track mobile car shopping activity

Track social car shopping activity

The Right Investment

224%When marketing is based on the

right data, the average ROI is

VB Insight, “Conversion Marketing: how to win at performance marketing” Study 2015

Q&A Session

Any Questions?

@datamentors

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