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The Tools You Need to Build Relationships and Drive Revenue Checklist
THE TOOLS YOU NEED
As a marketer today, you know you can’t wait for
customers to tell you what they want. You have to
anticipate their needs and reach them where they are –
as though you’d read their minds. For that reason, you
can’t rely on email alone, or it might not be your
customers’ preferred channel and could vary by the
type of communication.
You need a complete view of your customers so that
you can be where they are no matter what channel
they choose. And it’s possible today.
But do you have the tools to get the view you need?
Forward-thinking organizations have
achieved the following success:
• Boosted customer proﬁtability by 50 percent.
• Increased campaign conversion rates by 20 percent.
• Improved campaign results by 35 percent.
With a centralized view of your
customers you can monitor and
steer their conversations. The
result will be better for the
customer – you’re better able to
address their needs and your
brand, because you stay
engaged with your customers
and better understand their
behaviors and desires.
questions should help
you identify steps you
need to take to meet
YOU DO IF YOUTM
Integrating systems is a critical ﬁrst
step for two reasons. First, it is the
only way to ensure a consistent
customer experience that is
expected and valued today.
In the United States, 73 percent of
customers state they would pay
more for a brand that delivers a
positive customer experience.
Secondly, marketers report that
lack of data integration is the #1
barrier to calculating ROI.
Customers decide when and how they will
interact with your brand. Of these challenges,
which do you currently face?:
Quantifying oﬄine customer interactions?
Coordinating multiple interaction points?
Risking a disconnected customer experience?
Integrating, syncing online and oﬄine
experiences for a complete customer view?
Lacking coordination and alignment in
cross-channel marketing eﬀorts?
SDL, “SDL Campaign Management & Analytics
Holiday Shopping Preferences 2013,” http://
Being able to see previous customer
actions and predict future needs is
critical to marketers today because it
directly impacts the customer
experience. But that’s diﬃcult, if not
impossible, without a single view of
According to our Data-Driven
Marketing Survey, only 18 percent of
marketers have a single view of
all customer interactions.
This minority has a distinct
competitive advantage. They are able
to respond more quickly to customer
needs, with the conﬁdence that they
have all the information they need.
Customers move across channels and
expect to interact seamlessly with your
organization. Can you:
Identify customers’ preferred communication channels?
Highlight the points of impact on the path to purchase?
See into customer buying habits?
Get insight into interactions with your call center or
customer service representatives?
Teradata Data-Driven Marketing Survey, Global, 2013
Because each interaction is a new
opportunity with the customer, you
should take advantage of it.
More importantly, customers expect
you to. In, fact 47 percent report
that they are frustrated that
marketers don’t use the information
they’ve provided to make their
HOW WELL DO YOU
Each customer interaction presents you
with indicators and an opportunity to
renew or win their trust. Can you:
Monitor how they engage with your brand?
Predict their next step and stay a step ahead?
Gather and record key indicators of their
likes and dislikes?
View information regarding favorite channels
and details of buying behaviors?
Accenture, “2012 Global Consumer Pulse Research,”
Being able to see forward with a
complete, single view is critical. All
too frequently, the fault doesn’t lie
with marketing but with the
organizational structure itself.
An astonishing majority of
marketers – 70 percent – do not
control the data they use for their
marketing initiatives. Work to get
alignment with IT as a strategic
partner and more control of the
information you need.
Turning indicators into insights is the
key to strategic action. Can you:
Identify patterns and use insights to design better
informed and more engaging experiences?
Integrate online and oﬄine channels for
a complete picture?
Teradata Data-Driven Marketing Survey, Global, 2013
A key point to remember here is
to get alignment with all of the
parties involved, both within
marketing and the business as a
whole. For example, you might
believe that customer loyalty
should be a high priority, whereas
others in your department might
rate other initiatives higher.
Likewise, measuring the success
of marketing activities by proving
ROI can prove extremely valuable
for everyone involved.
What are your requirements and expectations
for the future, tomorrow and in the long-term?
Will you and your department need to:
Take control and design optimized
Analyze and predict customer behavior?
Build out the steps, assign collateral and plan
responses to multiple interactions?
Execute real-time interactions across
Visualize campaign results?
Prove eﬀectiveness with outcomes and metrics?
To be successful in today’s era of
data-driven marketing, marketers
need to interact with customers
in real-time and on the customer’s
terms. This requires blending
oﬄine customer data with inbound
real-time data from call centers,
websites, social communities and
more, to establish a relevant and
meaningful dialogue that reinforces
your brand while allowing the
customer to retain control.
Drawing key insights to inform
a data-driven marketing strategy
produces stronger, more successful
customer interactions and
In the end, the right solution will
provide you with the data and
ﬂexibility you need to know more
about your marketing, your
customers, and your business.
And knowing more is a true