1. Embracing Customer-Centric Marketing:
A Conversation w/AT&T
Keith Schumann
Director, Consumer Marketing, AT&T
Brian Maupin
Director, Prospect Database Marketing, AT&T
Matt Witter
VP, Account Services, Hacker Group

2. 2011 RECAP

3. 2011 RECAP

4. CONSUMER CENTRICITY

5. CONSUMER CENTRICITY
TECHNOLOGY EVOLUTION

6. CONSUMER CENTRICITY
BRAND EXPOSURE

7. CONSUMER CENTRICITY
MARKETING CONVERGENCE
BRAND DIRECT
MARKETING: MARKETING:
MASS 1 TO 1
MEDIA COMMUNICATION

8. 5 KEYS TO TRANSFORMATION

9. 5 KEYS TO TRANSFORMATION
ORGANIZATION

10. 5 KEYS TO TRANSFORMATION
MEASUREMENT

11. 5 KEYS TO TRANSFORMATION
DATABASE

12. 5 KEYS TO TRANSFORMATION
TESTING

13. 5 KEYS TO TRANSFORMATION
CREATIVE

14. CASE STUDY

15. CASE STUDY
FRAMING THE APPROACH
© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

16. CASE STUDY
CUSTOMER CENTRIC DESIGN
Special
Promotion
Area
Consumer Imagery Multiple
& Network Messaging Calls‐to‐Action
Array of new
devices featuring
Smartphones
and Tablets
© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T Intellectual Property.

17. CASE STUDY
INNOVATIVE TACTICS
© 2011 AT&T Intellectual Property. All rights reserved. AT&T and the AT&T logo are trademarks of AT&T
Intellectual Property.

18. CASE STUDY
ANALYSIS

19. WHAT’S NEXT?

20. QUESTIONS?