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

The Real Time Opportunity

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

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

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

7%

10%

16%

34%

47%

72%

84%

13%

18%

18%

29%

46%

74%

82%

Agency Respondents Company Respondents


Challenges of Real-Time Marketing According to North American Marketing Executives

Adobe July, 2014 The Financial Brand

Ensuring a great customer experience

Working with IT to create better solutions

Marketing efficiency and speed to market

Coordinating communications across inbound and outbound 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

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

28%

32%

36%

37%

38%

41%

43%

57%

60%

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

MOB

ILE

SOCI

AL

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 theright 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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