How to Stop Brand Pollution

How to Stop Brand Pollution Enabling global brand consistency, personalized content, streamlined workflows

and increased customer engagement

Tuesday June 30, 2015

Sponsored by:

Moderated by:

Maria Nicoletti

Product Campaign Manager

ADAM Software

Jackie Palmer

Senior Director

Product Marketing

Teradata

Jan Dejosse

CMO

ADAM Software

SALES Loyalty

MARKETING Potential Value

CUSTOMER

SERVICE Report History

DIGITAL Identity

OPERATIONS Registrant

DEPARTMENT SILOS PERCEIVED CUSTOMER

© 2015 Teradata

Customer Experience: Inconsistency ORGANIZATION

Contact Center

Account Managers

Loyalty Cards

Retail

Online

Email

Mobile

Mail

POINTS OF INTERACTION

Social

CUSTOMER

9

AN

ALY

TICS

MARKETING

AGENCY

MARKETER

Spend

Real-time

Social

Purchase

Media

Process

Mix

Point of sale

Display Ad

© 2015 Teradata

Marketer Experience: Frustration and Silos

DISPERSED MESSAGE

& TIMING

BRAND

INTERACTION

TOUCH POINTS

DRIVERS &

INFLUENCERS

CUSTOMER

Email

Retail

Website

Mobile

Social

Search

Newspaper

TV

Contact Center

21 © 2015 Teradata

Silos Prevent Success

believe silos within

marketing prevent them

from having a seamless

view of the campaign and

of the customer across

channels1

Internal silos prevent 42% of marketers

from having a full and consistent view

of their customers1

4 out of 5 marketers

42%

1. Teradata Corporation: “Teradata 2015 Data-Driven Marketing Survey, Global.”

22

THE KEY

Individualized

insights

© 2015 Teradata

Driving brand engagement requires synchronized teams, resources, and processes

Invaluable to moving from

hindsight to insight to foresight.

YOU ME WE YOU ME

23 © 2015 Teradata

Improving customer engagement requires Hindsight to Insight to Foresight

HINDSIGHT INSIGHT FORESIGHT

Insight-Driven

Real-time customer

insights determine

the best next

message

Customer Need-Driven

THE FUTURE WILL BE

Interactive

Customer

interactions with

brand trigger

real-time messages

Experiential Interaction

TODAY IS

Planned

Marketer plans

messages customer

should receive

Customer Value-Driven

IN THE PAST WE

Proactive Reactive Pro+Reactive + +

25 © 2015 Teradata

It All Begins With Data

1. Teradata Corporation: “Teradata 2015 Data-Driven Marketing Survey, Global.”

Over 85% of marketers say data is underutilized by their organizations… up from 46% in 20131

Now 44% of marketers have a single view of the customer… up from 18% in 20131

26

Marketing Executives Weigh In

is the most

challenging question for

the second-largest

percentage of

marketing executives

(29%)1

1. Teradata Corporation: “Teradata 2015 Data-Driven Marketing Survey, Global.”

.

© 2015 Teradata 26

“How are current marketing activities helping achieve our corporate objectives?”

Only 1/3 of executives

know how to use

insights from data to be

more efficient (36%) or

to manage marketing

spend in real-time

(35%)1

27

DRIVE VALUE THROUGH CUSTOMER ENGAGEMENT

1. DEVELOP A CUSTOMER-CENTRIC STRATEGY

2. OPTIMIZE OFFERS BASED ON BEHAVIOR AND VALUE

3. SHARPEN YOUR MEDIA SPEND

4. OPERATIONALIZE INSIGHTS

5. SHARE SUCCESS

28

1. DEVELOP A CUSTOMER-CENTRIC STRATEGY

28

INTEGRATE INTERACTIONS

DRAW INSIGHTS FROM THE INTERACTIONS

PRIORITIZE COMMUNICATIONS

29

2. OPTIMIZE OFFERS BASED ON BEHAVIOR AND VALUE

UNDERSTAND ONLINE BEHAVIOR

LINK BEHAVIOR WITH CUSTOMER VALUE

DELIVER A REAL-TIME RESPONSE

30

3. SHARPEN YOUR MEDIA SPEND

14

LINK AUDIENCE AND INDIVIDUAL IDENTIFIERS

ONBOARD SPECIFIC INDIVIDUALS

FOCUS THE MEDIA SPENDING

31

4. OPERATIONALIZE INSIGHTS

HAVE OVERSIGHT OVER THE OPERATIONS

NIMBLY ADJUST SPEND TO BEST INITIATIVES

REDUCE PRODUCTION CYCLE TIME AND FEES

32

5. SHARE SUCCESS

UNDERSTAND THE CUSTOMER

LEARN FROM THE SUCCESS OF OTHERS

EXECUTE ON THE SUCCESS

21

33

50% 50% savings in

agency late

fees/rework

3x Increase in

content production

30% increase

processing capacity

45% reduction in

operational costs

ALIGNING YOUR BRAND AND ENGAGEMENT STRATEGIES: SAMPLE BENEFITS

Source: Gartner 2014

Questions?

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