Using Data to Drive Results - Create your Data Driven Marketing Strategy

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Using Data to Drive Results:
Create your data-driven strategy
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Today’s Speakers
Using data to drive results: Create your data-driven strategy
Mark Ash
Media Director
Teradata
Andrew Gerrard
Head of Social Business
LikeMinds

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DATA-DRIVEN: Using Data to Drive
Results - Create your Data Driven
Marketing Strategy
Mark Ash, Media Director UK

Quick Poll

6 7/28/2014 Teradata Confidential
V I S I O N M I S S I O N
About Teradata
To make data and
analytics the primary
competitive advantage
of our customers
Empower customers to
compete and win by
transforming any data
into actionable insights

Our strategy and focus
Data
Warehousing
Big Data
Analytics
Integrated
Marketing
ManagementConsulting/
Support Services
SaaS/Cloud
Big Data Infrastructure
Three
Core
Competencies

“Times of
turbulence are
the most
exciting times…
Because
everything
changes….”
Pablo Picasso (1881-1973)

Marketing faces new challenges…consumer needs
have changed
Faster and faster “I want it quicker & I’m squeezing
more into shorter periods of time”
My way “I want it my way and on my terms”
Quality new experiences “My
expectations around experience keep
getting higher & I look for new experiences
to excite me”
Short attention span “Lots of things
compete for my attention…so something
has to stand out to draw me in”
Opinions Matter “I value people’s opinion. I
also have my own which deserve to be heard”
Blurred reality “I live in both the real and virtual
worlds & these are increasingly intertwined”

Key issues for marketers to embrace these changes
• No unified view of online and offline
customer data
• Unable to leverage customer data to
power real-time offers
• Inability to engage customers in
real-time conversations
• Not anticipating the needs of
customers; only able to look at
“what” happened
• Don’t know what combination of
channels influence one another
and drive results
• Lacking analytical tools to
effectively manage and measure
multiple multi-channel programs

• 2 Surveys; covering global
geographic territory
• 20 Countries in total
• 3,300 Senior Marketers
surveyed
• Surveys explore the
challenges presented with
the explosion of digital
channels and what this
means for organisations
Data-driven marketing survey

Marketers increasing need to not just increase
revenue but justify ROI
Biggest Challenges for Marketing for 2013:

Process, technology and budgets inhibit todays
marketers
Top Obstacles to Data Driven Marketing:

European marketers focus on online and
demographic data collection
EMEA focus on Online and Demographic
where as US Customer Satisfaction and
Service data is more valuable
Types of data companies collect and use:

Please don’t ask me what marketing initiative works!
Most challenging questions marketers are asked in their job:

Fragmented systems and sales attribution
challenges = no idea of return
Marketers problems using ROMI:

Data Marketing – Aspirations & Reality
71%
71% of
marketers will
implement a big
data solution
within the next
2 years
<10%
Less than
10% of
marketers use
their data in a
systematic
way
Just 18% of
marketers have a
single view of the
customer…but it is
considered a top
priority for future
investment
18%

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

• Connect Data Across the Company
• Create a single customer view
ALIGN & UNDERSTAND
• Dynamic preference based content
assembly
• Multi-step dialogues with automatic
channel selection
EXECUTE & DELIVER
• Plan customer journeys across channels
• Real-time offer optimisation and
personalisation
ACT & OPTIMISE
• Understand Customer Journey and
Attribute Sales
• Discover hidden customer patterns &
behaviors
ANALYSE & DISCOVER
Our solution: Integrated Data Driven Marketing
Framework

The Benefits of Data Driven Marketing
50%
350%
5x
10x
SEGMENTING OFFERS
REAL-TIME OFFERS
Increase open rates
Increase conversion rates
increase success rate
up to as high as
Improved ROI from companies
with an IMM platform
Realized a 50% time savings
on material re-approvals
Completed projects 28% faster due
to automating review process, less
rework and remote access
50% 28%
50%

According to Gartner, integrated marketing
will lead to 50% greater ROMI and a 15-20%
revenue increase.
Customers that integrate marketing see
the following types of benefits:
 20% higher campaign response
 50% faster launch time for
campaigns
 20% savings by reducing
unnecessary spend
 43% reduction in operations costs
The Benefits of Data Driven Marketing

Practical uses of data to drive marketing
performance

Web Data Captured and Fed into Real-Time Content
Decisioning
• Capture the customer‘s
journey
• Pass relevant data for real-
time analysis and message
decision
• Transform and feed data to
perform discovery for path
effectiveness and
attribution

Visualise & Score Campaign Attribution
• Attribute credit to channels
that influence conversion
• Measure multi-channel
performance by customer
and product
• Link results with the
campaign for better ROI
analysis

Offers Prioritised Based on Real-Time Interactions
• Leverage customer profile
for intelligent decisioning
• Understand behaviors
across channels
• Respond in real-time based
on the current context to
provide the most relevant
offer

Customer Segments Defined Based on Behaviour
Scores
• Leverage contextual and
historical data for improved
targeting
• Apply social context to
segmentation and offer
selection
• Access data from a
multiple databases

Future Messaging Defined Based on Prior Response
• Identify and receive event
triggers and next actions to
perform
• Schedule events to execute
automatically
• Personalise offer and
channel to leverage based
on customer response and
preference

Case Studies

Real-time messaging program reaps rewards for
Halfords
Halfords wasn’t leveraging
online customer insight to drive
relevant messages
Understand when customers are
dropping out of the sales process
Drive increased sales online
Increase the customer experience
with the brand
120% more sales than
standard weekly
campaigns
Campaign metrics increased by
over 200%
65% of clicks to purchase
generated from recommendations
Message deployed immediately to
decrease sales lead time

Supporting E.ON achieving marketing excellence
E.ON’s marketing programme
wasn’t meeting customer
demand
Leveraging and co-ordinating
messages across all channels
Lack of speed to market and errors
within campaigns
Deep customer insight wasn’t being
used in campaigns
ROI for
approached 250%
Integrated online/offline behaviour
data available
Cost savings at 371% of original
business case
Forecast run rate by 2012 42%
ahead of business case

Beginning your journey through data:
How to prepare a data marketing strategy

Agree focus, scope and goals
What would you most like to improve?
Undertake data discovery exercise
1. Create business objectives before you
start any data strategy

Focus on ‘connectable’ data
Trry to connect anonymous user records where
possible
2.Take it down to the customer level
Apply sampled data and overlays where possible at
the customer level

Question the origin and value of the data
3. Make sure you get the right data
Check the validity of your tracking and reporting
Make sure you track as many interactions as
possible, not just those that are convenient to track

A lack of data about you customers will limit your
ability to personalise, target and reach your audience
cost effectively.
Acquire new data: Quality not quantity
4. I have no data
Make sure every touch point is utilised to collect
data; and at the earliest interaction possible
Engage with your customers to participate in
providing and updating their data

Look for changes in user behaviour over time
Avoid the dangers of Apophenia and Interpreter Bias
5. Data analysis is a long-term commitment:
trend-spotting takes time.
Results reporting should create actionable insight
Invest in the right skills to analyse data correctly

Continuous testing methodology that provides
opportunity for process adaption
Testing reduces risk whilst enabling a brand
6. Measure outcomes. Test, refine, then
automate
Spend 60% of your time on testing

From Vision To Journey: Keep an open-mind

Thanks for Listening.
Mark Ash
Director of Media UK
14 St. Johns Square
London
EC1M 4NL
T: +44 (0)207
mark.ash@teradata.com

Your Questions
Mark Ash
Media Director
Teradata
Andrew Gerrard
Head of Social Business
LikeMinds

3 Great reasons to fill out the exit survey
1. You can give us your feedback
2. You can request your free copy of the
‘European Data-Driven Email Marketing
Survey’
3. You can request your free copy of ‘The
Virtual Presenters Handbook’

Thank You
Brought to you by In association with

Using Data to Drive Results - Create your Data Driven Marketing Strategy

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