data-driven marketing road show teradata - march 25, 2014
DESCRIPTION
Presentation by Teradata District Manager Fred van Westerop. Data-Driven Marketing Road Show at De Balie, Amsterdam, March 25 2014TRANSCRIPT
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BIG Data, Customers and Ostriches
1
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Marketing Challenges
YOUR CUSTOMERS
ARE COMPLEX
UNDERSTANDING THEIR DATA
DOESN’T HAVE TO BE
of today's’consumerssay they’reconcernedabout data/
behaviortracking
of today's’consumersacceptthat datatrackingenablesrelevantcontent
85%86%
LEVERAGING INSIGHTS
CREATES MEANINGFULEXPERIENCES
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More data, more deadlines, more everything
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6
Marketer Experience: Frustration and Silos
Marketer’s Experience
Spend
Offer
Compliance
Delivery
Segmentation
ProcessDecisions
MarketingMix
Newspaper
TV
Radio
Social
Display
SearchMagazine
GmailMobile
Point ofSale
ContactCenter
Social
website
MobileWebsite
EmailPurchase
Social
Predictive
Big Data
Attribution
Real-Time
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7
Customer Experience: Inconsistency
Customer’s ExperienceCustomer’s Experience
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Marketing must become more relevant
One to One
Mass
Need for Data
ProcessAutomation
Need
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Marketing Trends
71%
71% of marketers will
implement a big data solution
within the next 2 years1
<10%
Less than 10% of
marketers use their data in a
systematic way1
Just 18% of marketers have a single view of the
customer…but it is considered a top priority for future
investment1
18%
1. Teradata Corporation: “2013 Teradata Data-Driven Marketing Survey, Global"
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What to do with it?What do people expect you to do with it?
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How to find relevance in the Data-Lake?
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ZOEKEN NAAR GEGEVENS1
You don’t have to go look for yourself
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Tools can help you find insights
Flow
Hierarchy
Chord
Affinity
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Marketing must become more relevant
One to One
Mass
ProcessAutomation
Need
Need for Data
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Marketers have deadlines
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The traditional way to plan
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Helaas!
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Communication has become more complex
CHA
NN
ELS
MESSAGES
SOCIAL
WEBSITE
POINT OF SALE
SEARCH
CALL CENTER
Ups
ell
Exte
nd
Cros
s-se
ll
Serv
ice
Info
rmati
on
Loya
lty
Lang
uage
Styl
e
Pref
eren
ce
…
DIV
ISIO
NS
/ PR
OD
UCT
S
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So an intelligent framework is needed
WWW
Real-Time Lead Injection
Capture and Segment Facebook
Data
EmailCreation and
Send
Intelligent Segments
Advanced Analytics
Segmentation Anywhere
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And “controlling” rather than “activating”
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Marketing must become more automated
One to One
Mass
ProcessAutomation
Need
Need for Data
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if you KNEW?
What would you DO
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23 04/10/2023 Teradata Confidential
DATA DRIVEN MARKETING SOLUTIONS
conversion path
customerbehavior
affinity
purchase
response
website
mobile
social
attribution
spend
process
segmentation
decision offer
governance
preference
compliance
delivery
DOMORE
KNOWMORE
Drive customer interactions through insights, increase agility and efficiency, achieve greater revenue, architect greater experiences, and prove value
to your customers – on-premise or in the cloud.
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Get SmartGet Strategic
Tear DownThe Silos
UntangleThe Data HairballlMake Metrics Your
Mantra
ProcessIs the New Black
Five Steps to Data Driven Marketing
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Marketing Improvements
50%
350%
5x
15x
SEGMENTING OFFERS
REAL-TIME OFFERS
Increase open rates1
Increase conversion rates1
increase success rate2
up to as high as3
Improved ROI from companies with an IMM platform4
Realized a 50% time savings on material re-approvals5
Completed projects 28% faster due to automating review process,
less rework and remote access5
50% 28%50%
1. Jupiter Research2. Gartner: “Top 10 Marketing Processes for 2012” March 2012.3. Gartner: “Five Benefits For Multichannel Inbound/Outbound Fusion" By Adam Sarner, May 8, 2013.4. Gartner: “Focus on Integrated Marketing Management” October, 2010.5. Teradata customers
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Offers banking in supermarkets
220 branchesIn Norway
1.4 million users of online banking
13000 employees
Market Cap 130 billion NOK
The leading Norwegian bank
2.2 million customersof population 5 million
FACTS ABOUT DNB
April 1, Naarden
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