This document summarizes a presentation on communications convergence. It discusses how advances in analytics and technology allow marketers to break through clutter by gaining deeper insights into customers. These insights help marketers increase customer lifetime value by sending more relevant messages. The presentation covers trends in customer analytics like dark data and how new tools are needed to profile customer attributes on the fly. It also discusses how marketers must evolve their skill sets to keep up with changes in digital and variable data printing. Finally, it encourages marketers to push the envelope and make personal connections to make communications campaigns successful.
2. AGENDA
Movements in marketing
• Ramesh Ratan, Vice President
Pitney Bowes Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President &
General Manager
Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President
Fenske Media
4. Personal identity Female
Transactions Age 22
Buenos Aires, Argentina
Married with 3 children
Online consumer
Purchases Rents appartment
Owns 5 year old Toyata
Existing customer of Location
Demographic Data one product
No life insurance
Part time job Time
Behavior Lives 5 minute drive
time from my
branch/store context
Match profile of my
Psychographic Data best customer
Prefers email
correspondance
Sociographic Data
YOUR
DATA
7. AGENDA
Movements in marketing
• Ramesh Ratan, Vice President, Pitney Bowes
Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President &
General Manager
Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President, Fenske Media
15. NEW
TOOLS ARE
NEEDED…
Profile key customer attributes on the fly
and compare to overall base
16. AGENDA
Movements in marketing
• Ramesh Ratan, Vice President, Pitney Bowes
Marketing Services Providers
Advances in analytics and technology
• Mark Smith, Senior Vice President &
General Manager
Pitney Bowes Software
Making it happen
• Dave Fenske, Vice President, Fenske Media
17. MAKING IT HAPPEN…
EVOLUTION
OF SKILL SETS
• Traditional Print
• Digital Print
• Variable Data
processing and
production
• ”i-tools” (integrated
communications)