3. Marketing Challenges
YOUR CUSTOMERS
ARE COMPLEX
UNDERSTANDING THEIR DATA
DOESN’T HAVE TO BE
of today's’
consumers
say they’re
concerned
about data/
behavior
tracking
of today's’
consumers
accept
that data
tracking
enables
relevant
content
85%86%
LEVERAGING INSIGHTS
CREATES MEANINGFUL
EXPERIENCES
6. 6
Marketer Experience: Frustration and Silos
Marketer’s Experience
Spend
Offer
Compliance
Delivery
Segmentation
Process
Decisions
Marketing
Mix
Newspaper
TV
Radio
Social
Display
SearchMagazine
Gmail
Mobile
Point of
Sale
Contact
Center
Social
Email
website
Mobile
Website
Email
Purchase
Social
Predictive
Big Data
Attribution
Real-Time
9. Marketing Trends
71%
71% of
marketers will
implement a big
data solution
within the next
2 years1
<10%
Less than
10% of
marketers
use their
data in a
systematic
way1
Just 18% of
marketers have a
single view of the
customer…but it is
considered a top
priority for future
investment1
18%
1. Teradata Corporation: “2013 Teradata Data-Driven Marketing Survey, Global"
10. What to do with it?
What do people expect you to do with it?
18. Communication has become more
complex
CHANNELS
MESSAGES
SOCIAL
WEBSITE
EMAIL
POINT OF SALE
SEARCH
CALL CENTER
Upsell
Extend
Cross-sell
Service
Information
Loyalty
Language
Style
Preference
…
DIVISIONS/PRODUCTS
19. So an intelligent framework is needed
Real-Time Lead
Injection
Capture and
Segment Facebook
Data
Email
Creation and
Send
Intelligent
Segments
Advanced Analytics
Segmentation
Anywhere
23. 23 4/1/2014 Teradata Confidential
DATA DRIVEN MARKETING SOLUTIONS
conversion path
customer
behavior
affinity
purchase
response
website
mobile
social
attribution
spend
process
segmentation
decision offer
governance
preference
compliance
delivery
DO
MORE
KNOW
MORE
Drive customer interactions through insights, increase agility and efficiency,
achieve greater revenue, architect greater experiences, and prove value
to your customers – on-premise or in the cloud.
24. Get Smart
Get Strategic
Tear Down
The Silos
Untangle
The Data HairballlMake Metrics Your
Mantra
Process
Is the New Black
Five Steps to Data Driven Marketing
25. Marketing Improvements
50%
350%
5x
15x
SEGMENTING OFFERS
REAL-TIME OFFERS
Increase open rates1
Increase conversion rates1
increase success rate2
up to as high as3
Improved ROI from companies
with an IMM platform4
Realized a 50% time savings
on material re-approvals5
Completed projects 28% faster due
to automating review process, less
rework and remote access5
50% 28%
50%
1. Jupiter Research
2. Gartner: “Top 10 Marketing Processes for 2012” March 2012.
3. Gartner: “Five Benefits For Multichannel Inbound/Outbound Fusion" By Adam Sarner, May 8, 2013.
4. Gartner: “Focus on Integrated Marketing Management” October, 2010.
5. Teradata customers
29. Offers banking
in supermarkets
220 branches
In Norway
1.4 million users
of online banking
13000
employees
Market Cap
130 billion NOK
The leading
Norwegian bank
2.2 million customers
of population 5 million
FACTS ABOUT DNB
April 1, Naarden
Notes de l'éditeur
Aprimo continues to grow…..Over the past year, Aprimo has made significant progress in the market with rock solid performance. We only report revenue performance once a year…and last year we:We grew our customer base by 25%We grew our recurring revenues by 29%, We grew our total revenues by 15%. And we did this at the same time that our competitors’ revenues were declining by 20%.And this year promises equally exciting results…and …we would be remiss if we did not thank you. On behalf of the entire Global Team @ Aprimo – and our European Team here – I personally want to thank you each and every one of YOU, our valued customers, for your continued investments in our solutions, and more importantly for your trust in Aprimo as your marketing technology partner. I would also be remiss that in celebrating the results and our continued growth…not to ensure we remain committed to your success. With our growth we have expanded capabilities to invest in product innovation, services and customer programs to help you get the best value and results from Aprimo’s Integrated Marketing Software. I’d like to take a moment to recap a few of the initatives that have been front and center for us to re-invest in you:We delivered highly innovative and market-shaping product releases with Aprimo Marketing Studio and Aprimo Marketing Studio On Demand, both of which you will be learning much more about today. Aprimo has made and will continue to make serious investments to strengthen our product quality and service levels to help you get ever-increasing value from our solutions.We’ve invested in first phase of a multi-year effort to grow our community and the way we work together with you and enabling you to expand your resources around Aprimo. This past summer we launched the first efforts in our Online Community…I’ll be showing that to you a little bit later this afternoon….improved this year’s venue for our Customer Summit and expanded our EMEA resources with xxx services and . (GET INFO FROM KEVIN)
Customers are in control. One day, they share all their information,the next day, they want total privacy. As the research from this recent Accenture study points out, even if the customers aren’talways willing to help us understand them, they expect offers that are personalized to their wants and behaviors. Marketers must be able to understand the customer and lebverage these insights to build stronger relationships with customers – and to create meaningful experiences with them. Marketers that are not able to do so will struggle to capture the attention relative to their competition.
And if we look at marketer’s experience today, we that there are a number of media and owned channels where a customer interacts with the brand. This creates both an opportunity and a challenge for the marketer.Today, marketers often work in silos. Therefore, the data -- the analytics -- and the execution are done in silos. The end result is that the message and timing is not aligned across all these channels. Therefore, a tremendous opportunity is lost to effectively understand the customer and engage with that customer in a relevant and meaningful way.
So if we look at the customer experience today, we find that there are many points of interaction with the customer across many parts of the organization. These interactions are often done in silos with little to no coordination between them. Often, the only place where these interactions are viewed in conjunction with each other is when the customer receives them. And in many cases, this interaction is disjointed and inconsistent and frustrating for the customer to consume.
In a 2013 survey of 2200 marketers across the globe around data driven marketing, marketers today are having to navigate a large volume of date to identify and connect with the customer in a meaningful way. Almost all marketers see having a single view of the customer as a top priority, but only 18% are able to gain that view today.And today, less than 10% of marketers believe that they are using their data in a systematic way leaving much of the data gathered unused.Thus we are seeing that almost three quarters of marketers are looking to implement a big data solution in the next two years to help them better find and connect with the customer in this new world of digital data.These changes in marketing are critical in order for marketers to deliver the right experiences with the customer in the future.
Aprimo continues to grow…..Over the past year, Aprimo has made significant progress in the market with rock solid performance. We only report revenue performance once a year…and last year we:We grew our customer base by 25%We grew our recurring revenues by 29%, We grew our total revenues by 15%. And we did this at the same time that our competitors’ revenues were declining by 20%.And this year promises equally exciting results…and …we would be remiss if we did not thank you. On behalf of the entire Global Team @ Aprimo – and our European Team here – I personally want to thank you each and every one of YOU, our valued customers, for your continued investments in our solutions, and more importantly for your trust in Aprimo as your marketing technology partner. I would also be remiss that in celebrating the results and our continued growth…not to ensure we remain committed to your success. With our growth we have expanded capabilities to invest in product innovation, services and customer programs to help you get the best value and results from Aprimo’s Integrated Marketing Software. I’d like to take a moment to recap a few of the initatives that have been front and center for us to re-invest in you:We delivered highly innovative and market-shaping product releases with Aprimo Marketing Studio and Aprimo Marketing Studio On Demand, both of which you will be learning much more about today. Aprimo has made and will continue to make serious investments to strengthen our product quality and service levels to help you get ever-increasing value from our solutions.We’ve invested in first phase of a multi-year effort to grow our community and the way we work together with you and enabling you to expand your resources around Aprimo. This past summer we launched the first efforts in our Online Community…I’ll be showing that to you a little bit later this afternoon….improved this year’s venue for our Customer Summit and expanded our EMEA resources with xxx services and . (GET INFO FROM KEVIN)
So what it all boils down to is a challenge to the marketer – delivered not only by the certain wealth lying dormant in the disparate data sources waiting to be woven together, but in the shift in what customers expect from companies, and how their unprecedented access to information levels the playing field. The requirement to stay agile and move on new insights feeds a market that is increasingly enabled by the cloud, and moves at the speed of the nearly 5 billion smartphones consumers will own by the end of 2017– and double-digit year-over-year growth in tablets and other mobile devices, which IDC projects will represent $1 trillion in mobile commerce by 2017. The Nexus of Forces and the rise of the empowered individual cries out for a response by marketers everywhere. So what would you do if you knew?
As marketers become more data driven, there are many areas for improvement. On the execution front, a Jupiter Research study showed that marketers have seen open rates improve by 50% and conversion rates up to 350% through better segmentation. And recent Gartner reports have seen success rates ranging from 5 to 15 fold with relevant real-time offers.And on the operations front, Teradata marketers have reduced cycle times on re-approvals of materials by 50% and are able to complete projects 28% faster through a data driven automated approach.And a recent Gartner report indicated that those that are able to establish both the operational and executional components together in one platform are able to achieve up to 50% improvement in ROI.
As the science of measurement and online tracking sweeps into marketing many are looking it as overtaking the creativity and artistic side of marketing.
The “science” of Process should not be viewed as an alternative to the creativity that fuels marketing. Rather, process can drive good execution and facilitate measurement freeing your marketers to be creative without he burden of having to focus on how to get things done.