The new year is coming into focus as a pivotal one in the race to turn customer data into action and competitive advantage. Marketers will succeed or fail based on their ability to utilize data and new tools to drive deeper customer insights and create impactful brand experiences. To help you chart your path forward, we’ve created this summary of 8 tips marketers can put into action to succeed in 2017. Read on to learn more about the new requirements for creating memorable, end-to-end experiences that foster loyalty, enhance consumer lives and bring customers back again and again.

1. 8 Ways to Accelerate Your
Digital Marketing in 2017

2. The focus of marketing has shifted from product-centric to customer-
centric, from customer acquisition to retention and loyalty, and from
individual transactions to the entire buyer journey.
Customer experience is the marketer’s new playing field.
And identity is the name of the game.
Creating seamless, relevant 1:1 engagements at critical moments
throughout the entire customer relationship is a brand’s
competitive differentiator and what ultimately wins consumers’
hearts and wallets. But without a customer identity solution that
enables continuous recognition across human, physical and
digital touchpoints, there’s no contest.
Learn about the top trends impacting digital marketing in 2017 and
how identity strategies give marketers a competitive edge.
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3. 55% 57%of U.S. CMOs of U.S. digital marketers
will implement new solutions to
grow customer relationships.1
expect to increase spending on
loyalty programs.2
1. Context, Commerce + Customer, CMO Council and SAP Hybris, May 2016.
2. The Loyalty Evolution: Growing Investment and the Multichannel Promise, CrowdTwist and Brand Innovators, May 2016.
Make customer loyalty
top priority.
1

4. Recognize the relationship.
Understand how customer needs and expectations differ by
depth of relationship with your brand (i.e., one-time buyer
vs. long-time loyalty program member) and
customize interactions accordingly.

5. 3. Two Years’ Warning: The Customer Centricity Crisis, The Storytellers, March 2016.
4. Pursuing Customer Relevance in the Digital Age, Harvard Business Review, November 2015.
90% 73%of executives of marketers
in the Forbes Global 500 believe
that improving the customer
experience will be the key
battleground in the coming years.³
believe they must deliver a
personalized customer experience
to be successful. But only 37% say
they do it effectively.4
Create life-enhancing
customer experiences.
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6. Deliver value.
Define ways you can apply data to improve the
customer experience and reward customers for
sharing that data with you.
thank
you...

7. 3out of 4 over 50%global marketers of U.S. marketers
believe a single view of their
customers is essential to achieving
their marketing goals.⁵
agree that recognizing
customers across all channels is
extremely important.⁶
5. Solving the Identity Puzzle, Signal, March 2015.
6. The State of People-Based Marketing, Acxiom LifeRamp, October 2016.
Build omnichannel engagement on a
foundation of customer identity.
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8. Organize around identity.
Implement an identity solution that continuously recognizes
a customer across all channels and enables a
customized experience in milleseconds.

9. 80% 60%of U.S. marketers of U.S. marketers
say that their first-party data (including
website usage, campaign response
and purchase history) is strategically
important and plan to increase its use.⁷
can now accurately identify their customers
in at least some digital channels, but only
20% can do so consistently across both
online and offline channels.⁸
7. The Promise of First Party Data, eConsultancy and Signal, June 2015.
8. The State of People-Based Marketing, Acxiom LifeRamp, October 2016.
Keep control of your brand's
data — and its future.
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10. Take ownership of your identity data so you
can use it any time, anywhere. Don’t let it be
locked up behind third-party walls.
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Own it.

11. 9. The Promise of First Party Data, eConsultancy and Signal, June 2015.
10. The Era of Second-Party Data Is Here, Forrester & OwnerIQ, September 2016.
77%of U.S. marketers
with strong data ROI already
leverage second-party data, and
60% plan to increase its use.⁹
U.S. retailers and manufacturers agree
that the main benefits of data sharing are
increased and improved ad targeting.10
Improved Ad Targeting
42%
52%
Increased Sales
54%
48%
Retailers Manufacturers
Drive scale and performance
with second-party data.
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12. Use a neutral third-party platform to
facilitate a secure, privacy-safe exchange of
customer data.
Share data securely.

13. A customer is not a single
transaction or campaign but
a long-term relationship.
Customers want to be
recognized at every
brand touchpoint.
Customer identity must be persistent, continuously
updated and usable for years, not just weeks.
Customer IDs must be portable across all marketing
partners, channels and technology platforms.
Make customer identity a persistent
and portable asset.6

14. Ensure your identity solution is able to absorb new data
types and update profiles as customers journey across
more devices and communication channels.
Prioritize flexibility and scale.

15. 300%increase in spending on AI is
expected in 2017.12
11. Context, Commerce + Customer, CMO Council and SAP Hybris, May 2016.
12. 2017 Predictions: Dynamics That Will Shape the Future in the Age of the Customer, Forrester, October 2016.
U.S. CMOs agree that these emerging
technologies will have the biggest
impact on customer experience.11
61%
Artificial
Intelligence
31%
Internet
of Things
17%
Virtual
Reality
Power next-generation touchpoints
with customer data.
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16. Define strategies to enrich your identity
data with emerging customer-experience
technologies.
Future-proof your identity solution.

17. 35%of global CMOs
have set their sights on a
COO/CEO role.13
over 50%of global CMOs
say organizational issues are the biggest
barrier to fully utilizing customer data.14
13. The Evolved CMO in 2016, Forrester and Heidrick & Struggles, July 2016.
14. Context, Commerce+Customer, CMO Council and SAP Hybris, June 2016.
Aspiring CEOs lead customer-obsession
across the enterprise.
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18. Ambitious CMOs should promote the use of identity
data across all business functions and be proficient
in CX tools, techniques and marketing technology.
Own the customer experience.

19. Make customer loyalty top priority.
Create life-enhancing customer experiences.
Build omnichannel engagement on a foundation of customer identity.
Keep control of your brand's data — and its future.
Drive scale and performance with second-party data.
Make customer identity a persistent and portable asset.
Power next-generation touchpoints with customer data.
Aspiring CEOs lead customer-obsession across the enterprise.
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8.
Checklist for Success in 2017

20. www.signal.co
About Signal
Signal is a global leader in addressable marketing
technology. The Signal Customer Data Platform gives
brands and agencies a foundation for people-based
marketing that enables them to better recognize and
connect with their customers. Signal’s solutions improve
marketing performance by linking a real-time view of each
customer’s devices with continuously updated profiles for
more relevant online and offline targeting and insights.
Stay ahead of the trends in 2017.
Download our free ebook.
How Digital Marketing Will Change in 2017
What Marketers Need to Know Now