shift happens: how marketers are navigating their biggest challenges of 2016

© 2016 Experian Information Solutions, Inc. All rights reserved.

April 13, 2016

SHIFT HAPPENS.

How marketers are navigating their biggest challenges of 2016

2 © 2016 Experian Information Solutions, Inc. All rights reserved.

Bringing brands and customers closer together, every time.

Maximize the value of every

customer interaction

Inspire long-term brand

advocacy

Reach the right audiences


Meet the presenters

Sal Tripi AVP, Digital Operations & Compliance

Publishers Clearing House

Spencer Kollas VP Global Deliverability

Experian Marketing Services

#ShiftHappens

State of the industry

#ShiftHappens


Top challenges cited by enterprise marketers

1. Knowing our customers’ needs, wants and attitudes – 38% placed in top 3

2. Making our messages relevant/contextual – 33%

3. Making analytics actionable – 32%

4. Staying ahead of new marketing trends – 32%

5. Overcoming internal silos to center our programs around the customer – 30%

Source: Experian Marketing Services’ 2016 Digital Marketer Survey

#ShiftHappens


To do this…

1. Knowing our customers’ needs, wants and attitudes – 38% placed in top 3

#ShiftHappens

You need a single customer view.


You need a single customer view.

12%

12%

12%

15%

18%

11%

14%

14%

14%

16%

13%

14%

15%

14%

12%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Timeliness of data

Inability to integrate multiple data sources andtechnologies

Technology to house and collect customer data

Access to data from across the organization

Technology to integrate customer data points in realtime

Top challenges to creating a single customer view

Rank 1 Rank 2 Rank 3Source: Experian Marketing Services’ 2016 Digital Marketer Survey


Today’s customers are already cross-channel

Awareness Interest Desire Acquisition Channels

Promotion

Catalog

Weekly newsletter

Loyalty capture

Community promotion

Postcard

Local discount

Display banner Retarget offer

Free shipping


It’s the same customer App Chrome Safari


The consumer recognition continuum

Anonymous / Partial view Authenticated / Single customer view

Devices

Applications

Subscriptions

Commerce

Service

The next big

channel

• Android ID

• IDFA

• IP Address

• FBID

• Apple ID

• Twitter ID

• Cookie

• Email

• Physical address

• Phone

• Name

• Address

• Credit card

• Customer care service history

• Purchase history

• Loyalty program

• Game Systems

• Wearables

• TBD!

?

?

?

?

?


Get your priorities straight Enterprise marketers’ top priorities for 2016

Source: Experian Marketing Services’ 2016 Digital Marketer Survey

3%

11%

9%

16%

12%

18%

12%

19%

1%

13%

10%

12%

13%

15%

17%

18%

3%

11%

18%

12%

15%

8%

16%

16%

Other

Investing in analytics to optimize customer interactions

Collecting, managing and linking data

Investing in tools to accurately track and allocate revenue

Delivering real-time, contextually relevant experiences

Facilitating more alignment between departments in ourorganization

Enhancing our knowledge of customer needs, attitudes andmotivations

Integrating technology to automate, orchestrate and managecross-channel interactions

Rank 1 Rank 2 Rank 3

CASE STUDY

Publishers Clearing House

#ShiftHappens


Direct Mail

Email

Website

Social Media

Apps


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