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TRANSCRIPT
Understanding Martech: How to Create Customer Loyalty
In a fast-paced digital world where thousands of voices
are vying for attention, companies are struggling to
make their voices relevant and heard by individual
consumers. Success hinges on whether companies can
effectively use customer data to cut through the noise
and produce meaningful, personalized interactions
that will grow and sustain long-term customer
relationships.
What if there was a way to automatically and
sustainably utilize your consumer data to create
customer loyalty?
2
Contents
Making it Worthwhile: How to Maximize Your Marketing Technology
Key Fundamentals: The Four Cornerstones of Marketing Technology
Why Invest in MarTech?
13
15
18
Understanding Consumers: The Customer Journey 8
3
Ready for Martech? 21
Sources 24
More Than Just a Trend: The Rise of Digital Marketing
3
CINEMA
INTERNET
MAGAZINES
NEWS PAPERS
OUTDOOR
RADIO
TELEVISIO N
62. 8%
1.9%0.3%
8.0%
19. 5%
2.3%
5.2%
Just six years ago, digital advertising comprised
only 1.9% of the total market share for advertising
(see Figure 1).1
More Than Just a Trend: The Rise of Digital Marketing
Today, digital advertising holds 38.3% of the total
advertising market share.3 Researchers predict that by
2020, digital’s share of the advertising market will be near
50%, and that mobile advertising will comprise 67.3% of
the digital advertising space.4
Over the next 12 months, social media platforms are
expected to dominate and continue growing in the digital
marketing space. Social media engagement and marketing
are on the rise (see Figure 2).5 The field of engagement for
customers and potential customers has officially moved
to the digital world.6
Figure 1: Global Ad Spending, Nielsen 2
4
With rapidly changing consumer preferences and
technology platforms, how will traditional marketing’s paper
and television approach secure lifelong customers?
It won’t.
While the proliferation of digital devices is a clear driver
of this shift to digital marketing, the rise of marketing
technology (MarTech) also plays a key role. Marketing
technology, an emerging field, is rushing to replace the
traditional marketing approach with higher customer
satisfaction, targeted revenue growth, automation, and a
much better ROI.
Figure 2: Social and Advertising Spending Growth, Marketing Land 7
5
MarTech, the New Face of Marketing
But what exactly is MarTech? How does it affect you as a
consumer, and as a strategic business decision maker?
Though the exact definition of marketing technology is
widely debated, it is simply the blending of marketing and
technology. The term “MarTech” refers to the applications
and platforms that allow marketers to engage with their
potential customers in the digital space at every stage of the
customer journey.8
Marketing technology has become increasingly relevant
and necessary, as 80% of customer journeys span multiple
channels (i.e., internet, mobile, television, music streaming
services, billboards, etc.). Companies interact with their
customers on smart phones, laptops, and in-store. MarTech
gives businesses a way to identify, track, and act on each
customer’s preferred channel.
The modern consumer experience is increasingly prone to
complexity and fragmentation, dividing consumers from
comprehensive, personalized service.9 Businesses who
formerly had a clear path to customer satisfaction now find
themselves struggling to connect the numerous, scattered
dots in each customer’s journey. More significantly, they are
unable to create a comprehensive profile of every consumer
with whom they interact.
While traditional marketing has been effective for
centuries, it now lacks the tools to make modern customer
experiences meaningful across all their preferred channels.
“MarTech” refers to the applications
and platforms that allow marketers to
engage with their potential customers
in the digital space at every stage of the
customer journey.
6
Customer Centricity is Key
Customer expectations are changing in the online era.
79% of customers want personalized offers based on
purchase history 10, and 88% of customers today expect
a personalized shopping experience.11 Meanwhile,
businesses are struggling to meet those expectations due
to investments in established systems which focus on
operations rather than intelligent customer engagement. To
remain competitive, retailers must change their marketing
approach by centering it on the customer.
Solving this problem in the digital era requires MarTech.
The strategic decision maker faces a real challenge: first, to
provide customer-centric engagement, and second, to mend
the growing divide between suppliers and purchasers. This
need has sparked the growth of the marketing technology
landscape from 150 solutions in 2011 to 7,040 solutions in
2019 (see Figure 3).12
Figure 3: Marketing Technology Landscape, Scott Brinker 13
7
How Does It Work?
Marketers can use technology stacks to collect customer
data, create distinct profiles, communicate with customers,
distribute customer data across multiple platforms, identify
and nurture leads, monitor customer service and feedback,
and track campaign success to predict key segments for
strategic focus.14 These tools can be combined together
to formulate a unique approach and integrate every step
of the customer journey into one seamless, data-centered
marketing process. In order for MarTech to be effective in
accurately tracking a customer journey, companies need a
rich and replete variety of online and offline customer data,
including first-party and third-party data across a sufficient
timespan. Some businesses, such as grocery stores, will
receive this customer data every week; others, such as
tire shops, will receive customer data every four years and
consequently will need much more time to build an accurate
and actionable data set. A MarTech stack is only as good
as the underlying customer data. Unified and accurate
customer data provides an actionable set of customer
insights and predictive next-best actions.
Each company markets to a unique audience with distinctive
needs. While marketing technology provides powerful
tools, it is not a plugin marketing solution. MarTech is the
way to enable, optimize, automate, orchestrate, and scale
a company’s marketing strategy. Companies must first
understand their marketing strategy, reflect on customer
trends and behaviors, and map their customer’s journey
in order to understand how to configure their MarTech
stack to maximize the impact on their customers. MarTech
is the tool that enables deeper understanding of customer
attitudes and behaviors in order to shape those attitudes
and behaviors. Before you can leverage the power of
MarTech, however, you need to develop a detailed
understanding of your customer journey.
MarTech is the way to enable,
optimize, automate, orchestrate, and
scale a company’s marketing strategy.
8
A customer’s journey is more than just a
purchasing decision; it represents the customer’s
emotional journey toward trust in the brand and
belief in the product.
The Customer Journey
RAPP, a partner agency with Credera, illustrates how a
simple transaction can push a customer toward or away
from brand loyalty (see Figure 4).
Figure 4: Affinity Loop, RAPP 15
Affinity Loop
9
Without Marketing Technology
Consider this example. Suppose Tom is training for a
marathon and wants to find shoes that will provide
maximum support and durability for high mileage running.
Similar to 81% of consumers who research online before
making an in-store purchase, Tom researches several shoe
manufacturers before landing on the Asics website.16
Research
Since Asics doesn’t offer customer loyalty accounts, Tom
does not log in to the website and the Asics customer
database does not know Tom or his preferences. It does,
however, track third-party cookie data. After browsing the
Asics website for a few minutes, Tom discovers a “shoe
finder” tool and inputs preferences. The Asics Metarun shoe
most closely meets his preferences, but the shoes retail at a
relatively steep price. Tom decides to think about the shoes
before investing in them.
After leaving the Asics site, Tom notices advertisements
for the Metarun shoes on his web browser, Facebook,
Instagram, and Twitter accounts. He receives social media
ads because Asics’s third-party cookie data tracked Tom’s
impression of the Metarun shoes. Retargeting allows Asics
to consistently remarket their brand in front of bounced
traffic, or customers like Tom who browse a website but exit
the page before completing a purchase. For most websites,
only 2% of web traffic converts on the first visit. In order to
reach the other 98% of users and increase the likelihood
of new sales, Asics must retarget individuals who visit its
website but do not make a purchase.17 Though he doesn’t
necessarily realize it, the retargeting ads for Metarun shoes
leave Tom feeling understood, known, and catered to by
Asics.
Purchase
Tom finds himself leaning more toward the Metarun shoes,
but wants to try them on to verify whether they’re the right
choice. After taking a few minutes to walk around in the
shoes at an Asics store, Tom buys them. He drives away as a
satisfied customer, with a positive feeling about his decision.
Asics sends Tom a thank-you email with a promotional code
for his next order.
10
Post-Purchase
Unfortunately, Asics has no way of connecting Tom’s in-
store purchase with his previous online research. Asics uses
a customer data warehouse to store digital information
about Tom. Since his in-store experience was not digitally
transcribed, the Metarun shoe purchase is never recorded
under Tom’s profile.
Later the same day, Tom opens his web browser and
continues to receive retargeting ads for the Metarun shoes.
Since Asics’ customer data warehouse doesn’t know about
Tom’s shoe purchase, the re-targeting campaign continues
until it expires. In two weeks, he continues to see ads for the
Metarun shoes which are now offered at a 40% discount.
Rather than feeling affirmed about the purchase, Tom
begins to feel buyer’s remorse, and he associates the new
shoes with feelings of frustration (see Figure 5).
Customer Journey without Martech
Figure 5: Customer Journey without MarTech
11
With Marketing Technology
Fortunately, there is a solution to this fragmented customer
experience. Enter MarTech.
Marketing technology offers solutions to this challenge of
disconnected customer information. One key component
to these solutions can be the Customer Data Platform
(CDP). A CDP pulls data from multiple sources such as the
data warehouse and in-store cash registers, cleaning and
combining this data to create a single, structured customer
view of Tom. By implementing a CDP, Asics completely
transforms their understanding of Tom as a customer. They
now have a unified customer database for understanding all
customer and potential customer activity; that information
is accessible to other systems and is managed by the
marketing department.
Stitching in-store and online data together through a CDP
allows Asics to give Tom a consistent, relevant experience
with their brand which results in higher customer
satisfaction and an increase in cross-sell purchase orders.
Research
Now when Tom visits the Asics website, he is prompted
to sign up for a special Asics account. Asics tracks Tom’s
interactions with their website and “shoe finder” tool,
noting his preferences for the Metarun shoe and storing
that information under his CDP customer profile.
Purchase
When Tom visits the store, an Asics representative asks
for his Asics loyalty number and offers to show him the
Metarun shoes. At checkout, Tom is asked again for his
loyalty number and he receives a 10% new customer
discount, affirming his decision to buy the Metarun shoes.
Asics uses Tom’s loyalty number to connect his in-store and
online activities in the CDP, creating a coherent customer
profile. Tom receives an email from Asics with a promotional
code for his next order.
12
Post-Purchase
The next time Tom checks his Facebook and Twitter feeds,
he no longer receives Metarun shoe ads or updates about
Metarun shoe sales. Instead, he sees Asics cross-selling
advertisements for running socks and realizes that he needs
new socks for his upcoming marathon. Using marketing
technology, Asics was able to transform Tom’s shoe
purchase from a transactional experience to a relational
experience, completely customized to his needs and
preferences (see Figure 6).
Figure 6: Customer Journey with MarTech
Customer Journey with MarTech
13
The traditional customer journey is linear and ends
with a purchase, concluding the interaction until
the customer actively decides to pursue another
purchase. Over the last few decades however,
customers have diversified their purchasing across
in-store, phone, online, and mobile channels.
Companies like Amazon have created customer
demand for immediate delivery, encouraging
customer engagement along a fluid purchasing
journey. This concept completely transformed a
customer’s journey from a singular purchasing
experience to a dynamic relationship with the seller.
Rather than requiring customers to initiate their
next purchase, the new customer journey follows an
infinity loop model, where companies gather data
about a customer’s personal preferences and use
data about past purchases to cater messages and future
purchasing recommendations. Progressive marketers no
longer passively wait for customers to re-engage; they
proactively procure personal and relevant content to
nurture ongoing engagement with their customers.
Making It Worthwhile: How to Maximize Your Marketing Technology
Figure 7: The Traditional Funnel, McKinsey 18
14
In the infinity loop, the customer experience is a set of
perceptions that a customer carries throughout their
awareness, acquisition, development, and retention with a
company (see Figure 8).
• Awareness is identifying you as a customer.
• Acquisition is winning you as a customer.
• Development is engaging you as a customer over time.
• Retention is ultimately keeping you as a repeat customer.
Positive customer experiences enable businesses to attract
and retain more customers, increasing revenue.
So how can you use MarTech to create this type of
engagement?
Figure 8: Customer Journey Infinity Model
Customer Journey Infinity Model
15
While you can have the best MarTech stack in
the market, the value of that software cannot be
realized without the right data, people, processes,
and measurement. Mastery of these four areas is
integral to the execution of a successful marketing
technology strategy that keeps customers flowing
through the stages of awareness, acquisition,
development, and retention.
The Four Cornerstones of Marketing Technology
1. People
People are critical to maintaining the effectiveness
of marketing technology software over time. As
customer preferences change, a firm must adapt the
way its software reaches and tracks its customers.
While MarTech software can be customized to
behavioral trends, it doesn’t do this automatically;
human insight is required to observe these changes
and then act on them. Though MarTech personnel
need to have experience in both technology and
marketing, customer-centric creativity within the
software stack sets high-performing marketing
technologists apart. Innovative digital solutions are
fostered by a unique left and right brain balance.
Effective MarTech managers seamlessly combine an
understanding of the market with contagiously agile
and iterative methodology. Lastly, companies need
a sufficient volume of marketing technologists who
have bandwidth to analyze customer interactions
with the software.
2. Process
Modern marketing demands processes that reach
customers across all channels, whether online,
in-store, or on a phone. With multiple and at times
simultaneous sales campaigns, targeted email
marketing, and web browser tags, firms can no
longer be campaign-centric. They must account
for external factors that affect a customer’s buying
preferences. Modern marketing strategy prioritizes
customer-centricity over campaign- or channel-
centricity.
16
Optimizing focus on customer needs and the
customer journey requires tightening the analytic
loop of A/B testing insights actionable
changes. By testing insights and changes through
a continuous analytic loop, marketers can receive
feedback closer to real-time. Having touchpoints
and KPIs along that analytic loop is critical to
ensure that customer insights do not compromise
quality for speed. Automation plays a critical role
in maintaining the balance between quality and
speed, enabling technology to do the busy work so
people can focus energy on the areas that “move
the dial” in a customer journey. Companies must
discern which steps in the customer journey can and
should be automated with technology, and which
steps deserve the time and effort of skilled staff. By
creating an automated analytic loop that iterates on
feedback in real-time, MarTech processes become
efficient and scalable, enabling companies to manage
multiple campaigns and channels for each customer.
It is also critical to define and document processes
around planning, reporting, request submissions,
customer journey mapping, content creation,
request reviews and approvals, etc., before
asking teams and technology to implement those
processes.19 Teams must also have a common
understanding of their company’s goal with MarTech
implementation, whether that goal is raising
customer retention by 30% or increasing marketing
ROI by 20%. In order to create an effective process
for marketing technology, companies need to
establish a common platform for knowledge sharing
and communication. Team members need to be able
to share insights in real-time through a feedback
loop to ensure that information is getting to the right
people.20
“Marketers are seeing ROI from
most MarTech tools. For instance,
conversion rate optimization
(CRO) solutions show an average
ROI of 223.7%.” 22
3. Data
The best way to increase customer centricity
is by gathering quality data on individual
customers. While time consuming, customizing
the data categories gathered is critical to having
a foundational, 360-degree understanding of
customers. To learn more about the data you should
be gathering on individual customers, see Credera’s
“A New Era of Customer Analytics” blog post, which
details different approaches.21
While quality data is a key priority, quantity
significantly shapes the data-gathering strategy.
Gathering many categories of data is unhelpful
if those categories don’t have a high fill rate and
therefore aren’t actionable. In other words, it’s
better to ask for only two or three items of
information and receive a 95% response rate from
customers than to ask for 12 items of information
and receive a 25% response rate. Figuring out the
balance between response rate and requested
information can be difficult but is critical to inform
business decisions. Test this process, track your
customer conversion rate, and iterate on the
categories of customer data you’re collecting to
ensure the data is actionable and relevant. Always
keep in mind, people will choose to opt out if you ask
for too much information.
17
Thoughtful data collection and
activation is key to unlocking
opportunities for cost savings,
increase cross-selling, and
marketing campaigns.
Once the people and processes are in place to
support customer-centric data gathering, that
data must be connected to the MarTech tool and
activated to personalize the marketing messages
sent to each customer. Customer data needs to be
gathered across different channels so information
from in-store experiences, online web browsing,
and mobile app usage can be integrated to create a
holistic view of each customer’s preferences, buying
habits, and interactions.
4. Measurement
Once the data on individual customers and their
responses have been gathered, many firms struggle
with knowing which step in the customer journey
should “get credit” for a customer’s decision to buy
or not to buy. Measurement and attribution within
MarTech are especially tricky because marketing
technology enables interaction with customers at
every step of the customer journey, producing many
variables that could each be partially responsible for
a customer’s progress along the customer journey.
Knowing where to attribute success and how much
weight a certain step in the customer journey should
be given for a customer’s success requires intensive,
multi-variable regression analysis. Fortunately,
several tools exist that automate this process
of analysis. Neustar, Optimine, and Marketing
Evolution are all MarTech tools that specialize
in attribution measurement and consistently
deliver high performance in data ingestion, unified
measurement, insights visualization, integrations,
and account services. Clearcode, a trusted AdTech
and MarTech development firm, provides detailed
recommendations of MarTech software, suggesting
KissMetrics, PiwikPRO, and BrightFunnel for
attribution and analytics.23 Measuring and correctly
attributing success is critical because it enables
evaluation of payback over time.
18
Implementing marketing technology provides
significant benefits for customers who receive a
richer, customized experience, but what tangible
benefit does it have for the strategic business
decision maker? Four results compel an investment
in marketing technology software:
1. Customer Satisfaction
First and perhaps most intuitively,
marketing technology improves customer
satisfaction. By helping companies create
a 360-degree customer view, MarTech
enables personalization at an individual level,
enriching the interactions customers have
with a company’s brand and service. When
Why Invest In MarTech?
customers perceive their interactions and
purchases positively, they’re more likely
to exercise brand loyalty when making
buying decisions. Marketing technology
platforms have been known to raise customer
satisfaction by as much as 35%, indicating a
significantly increased loyalty and retention
rate.24 It’s no accident that providing
customized interactions improves customer
perception of one’s brand.
Companies that automate lead
management see a 10% or more
bump in revenue in six to nine
months’ time. 25
19
2. Revenue Stream
Investing in marketing technology directly impacts
a company’s revenue stream. When customers are
affirmed and feel catered to, they are more likely
to buy and are often willing to pay a little extra for
that service. MarTech is so effective at facilitating
personalized customer experiences that 56%
of companies who use a major CRM tool saw an
increase in their sales revenue as a direct result
of implementing the software. An 11% increase in
purchases was attributed to personalized customer
emails, while personalized web recommendations
drove up purchases by 21%.26 Personalization has
an impact not only on the consumer, but on the
business owner too.
3. Smarter Spending
Profit maximization is not only a consequence of
increasing revenue; it also follows a reduction in
expenses. MarTech enables smarter spending of
marketing costs and budget by allowing companies
to glean more value for every marketing dollar.
MarTech can also help solve puzzling problems
like cart abandonment—when a customer finds an
item they want online, puts it in their virtual cart,
but doesn’t complete the checkout process. After
strategically gathering and analyzing customer data
using Marketo, a MarTech platform, Rackspace was
able to decrease its shopping cart abandonment
by 10%, capturing lost revenue at the click of a
button.27 If the data exists to inform strategic
marketing decisions, it would be wasteful not to
gather that data and analyze it on a granular level,
applying it to every customer within reach.
A) First-party data: Technology helps companies
save money through maximizing first-party
data. Many companies struggle with effectively
understanding, organizing, and using the
data gathered from first-hand customer
interactions with their website and services.
These companies often feel forced into paying
a third party for mined and organized customer
data in order to glean a few actionable but
static insights about their own customer base.
Through marketing technology software,
companies can harvest meaningful insights
in real-time using the data they’ve already
collected, saving them the money and time
spent in chasing down third-party data. When
effectively gathered and organized, first-
party data enables cross-channel and content
customization, as well as delivery customization.
B) Cross-channel and content customization:
By integrating customer data across multiple
customer channels, marketing technology
enables companies to develop a comprehensive
view of each customer across mobile devices,
tablets, computers, and the telephone. The
software gathers data across channels to
Businesses who nurture leads make
50% more sales at a cost 33% less
than non-nurtured prospects.” 28
20
discern other products, trends, or qualities the
customer likes and customize messaging content
accordingly. Companies such as Angie’s List have
witnessed the impact of this effective technique,
experiencing an 18% increase in cross-channel
activations and an average 5-12% lift in return
on ad spend since using marketing technology.29
MarTech helps companies find, effectively connect
with, and satisfy their customers.
C) Delivery customization: MarTech also reveals
insights about each customer’s preferred method
of communication, allowing companies to
customize delivery along with content. MyBuys
reports that consumers purchase 300% more often
with retailers who use customer-centric marketing
practices (MyBuys, January 2010 – Dec 2012).30
That statistic presents staggering opportunity. By
using marketing technology to identify customers
who do not convert through a channel such as
paper catalogs, companies can stop wasting money
by sending magazines to people who will throw
them away anyway. Instead, they can try marketing
through a different channel, such as email or text
messages, to find which method of communication
the customer prefers. Customer centricity is key
to strong loyalty, retention, smart spending, and
strategic growth.
D) Customer Churn: Companies who don’t embrace
customer centricity witness a much steeper churn
rate. New customers are expensive: Harvard
Business Review reports that the cost of acquiring
a new customer can be anywhere from five to 25
times as expensive as retaining an old customer.31
By finding smart ways to engage with customers
through the right channels, marketing technology
can increase customer retention by 34%.32 Since
a 5% increase in customer retention translates
to more than a whopping 25% increase in profit,
MarTech can potentially increase profits by more
than 125%.33 Retaining existing customers truly is
critical. Marketing technology isn’t a trendy new
idea; it’s a relevant and necessary strategy for
smart business.
4. Automated Processes
This leads directly into the fourth compelling
reason to implement marketing technology:
automated processes.
Marketing technology allows companies to direct
their time and energy toward processes that truly
require manual, human decision making to add
value. The software is programmed to run analytics
on customer data using iterative algorithms,
highlighting subjective points in the customer
journey where human interpretation is required
to guide the company’s marketing strategy. 64% of
ecommerce marketers claim that email marketing
and marketing automation contributes to more
sales, providing customized content to consumers
while freeing up employees’ time.34
MarTech is not only worth the investment; it is
critical to compete for customers today. Case
studies show that companies experience an
average of 60% ROI within just 12 months of
implementing marketing technology.35 In retrospect,
saving money and increasing revenue has a
dramatic impact on ROI. MarTech simply empowers
companies to put that logic to practice. The
numbers tell a clear story—marketing technology
pays for itself.36
Ready for MarTech?
21
Intelligent customer engagement in today’s digitally
charged world is more critical now than ever before.
Customer satisfaction is key, but the days of traditional
paper and television marketing just won’t cut it anymore. To
remain competitive, companies must address consumers on
a more personal level.
Credera has deep experience improving our client’s
competitiveness in the MarTech space. Recently, Chili’s
wanted to improve their digital guest experience and grow
revenue with re-designed mobile apps. After reviewing
their goals, Credera recognized an opportunity for Chili’s
to pair a re-designed online ordering platform with mobile
apps tailored to members of the My Chili’s Rewards
loyalty program. We worked alongside Chili’s to align their
technology platforms with digital marketing and operations
strategies resulting in sustained double-digit growth in
online sales, improved operational processes including
curbside pickup and delivery, omnichannel personalization
and a 4.8 star rating in the App Store.
Another Credera client and online retailer needed to
replatform their ecommerce with a comprehensive content
management system, integrated fulfillment process, and
advanced analytics tracking. We helped our client create a
seamless user experience across marketing and ecommerce
pages, and integrated analytics tracking and engagement
tracking during each stage of development. This enabled
our client to successfully sell their products with more
relevance and personalization.
Now that you know more about how marketing technology
revolutionizes the customer experience, you have the
power to discover insights and strategies unique to your
business. MarTech provides critical information and
analysis that enables you to focus efforts on marketing
activities that deliver the highest value. You know how to
gather actionable customer data, drive deeper engagement
across consumer channels, customize content and delivery,
and measure each step of a customer’s 360-degree
journey. Most importantly, you can personalize and tailor
MarTech tools toward your business needs using the four
cornerstones that guide successful marketing technology
implementation.
Now is the time to take customer engagement at your
company to the next level. You can’t afford to continue
engaging with customers using old practices. Take full
advantage of your customer data to make sustainable,
iterative learning a reality at your company today.
22
Phil Lockhart
Phil Lockhart is a Vice President and Partner at Credera and holds a B.S. in Aerospace Engineering from
Iowa State University. Phil has an extensive background in consumer facing websites and eCommerce
ranging from platform/feature development, operational definition, website performance optimization,
analytics, a/b testing, and SEO/SEM best practices. Phil has experience in consulting across many major
eCommerce and operational functions including supply chain management, customer service, in-store
operations, merchandising, and marketing. Phil recently oversaw the strategy and execution of building
an eCommerce channel from the ground up to over $250 million in annual revenue in just a few years.
About the Authors
Credera is a full-service management consulting, user experience design, and technology solutions firm.
We work with Fortune 500 companies, medium-sized businesses, government organizations and clients across a broad range
of industries, and we give them the experience and perspective to solve today’s toughest business and technology challenges.
Founded in 1999, we currently have office locations in Dallas, Houston, Denver, Chicago, and New York.
F I R M H I G H L I G H T S
Credera possesses a unique combination of deep technical expertise with extensive business backgrounds. Our innovation,
analytics and owner’s mindset separates us from our competitors. Our rigorous recruiting and selection processes provide top
talent at every position – all modeling our core values of integrity, humility, professionalism and excellence.
Greg Gough
Greg Gough is a Principal in the Analytics & Business Intelligence Practice in Dallas. His specialty is
helping Fortune 500 clients unlock and apply customer insights to drive growth. Prior to joining Credera,
Greg held leadership positions with Hitachi Consulting and Accenture, worked in the CPG industry at
Dean Foods, and helped create a customer insights startup. He has focused on the Retail/CPG industry
and served clients including At Home, JC Penney, Fossil, Pier 1, General Mills, Neiman Marcus and
Harley-Davidson. Greg has a Bachelor of Business Administration, Management Information Systems
from Texas A&M University. Greg lives in Dallas and enjoys spending time outdoors with his family.
23
Hannah Falkenberg
Hannah is a Consultant in Credera’s Management Consulting practice. She has experience in program
management both as an Agile Scrum Master and as the lead Business Analyst. Hannah has led multiple
product development workstreams, including leading a 20+ person development team in building a new
Telecomm Billing system, and also has experience defining and managing a website redesign. Prior to
joining Credera, she spent two years as an investment analyst for the Baylor Angel Network, providing
buy-side due diligence for accredited investors seeking to invest seed capital in young ventures. During
her time at Baylor, Hannah represented over 17,000 students in her role as Student Regent to the
Board of Regents, and served as a member of AEI’s Executive Council through the Baugh Center for
Free Enterprise. She graduated from the University Scholar Honors Program at Baylor University with
concentrations in political science, finance, and data science. Her honors thesis applied regression
analysis in studying the correlation between indigent defense appointments and criminal case outcomes.
Hannah brings experience in oral presentations, legal research and argumentation, startup analysis,
process engineering, and commercial lending.
Lauren Glick
Lauren is a Consultant in Credera’s Management Consulting Practice. Serving clients from biotech to the
airline industry, Lauren has gained experience developing and delivering both Program Management and
Organizational Change Management strategy and implementation projects. Prior to joining the Credera
team, she developed experience in global logistics and supply planning through her work at various
organizations including Levi Straus & Co., Columbia Sportswear, and Nike Inc. Lauren graduated from
Baylor University’s Hankamer School of Business with a BBA in Finance and Supply Chain Management.
She has a desire to learn, serve, and problem solve.
24
1 https://www.nielsen.com/content/corporate/us/en/
newswire/2013/the-small-screen-captured-big-ad-revenue-
in-2012.html
2 Ibid.
3 https://vizzlo.com/gallery/100percent-stacked-bar-chart/example/
share-of-global-advertising-spend-by-media-2016-2018
4 https://www.emarketer.com/content/global-ad-spending
5 https://marketingland.com/wp-content/ml-loads/2016/03/
Marketing-Dollars-Salesforce-report.png
6 https://clearcode.cc/blog/what-is-martech
7 https://marketingland.com/wp-content/ml-loads/2016/03/
Marketing-Dollars-Salesforce-report.png
8 https://clearcode.cc/blog/what-is-martech
9 https://trailhead.salesforce.com/en/modules/marketing-and-
service-for-cc/units/get-started-with-unified-commerce
10 https://trailhead.salesforce.com/en/modules/marketing-and-
service-for-cc/units/get-started-with-unified-commerce
11 http://www.evergage.com/wp-content/uploads/2016/06/2016-
Trends-in-Personalization-Survey-Report-Evergage-final.pdf
12 https://chiefmartec.com/2019/04/marketing-technology-
landscape-supergraphic-2019
13 Ibid.
14 https://www.forbes.com/sites/
forbescommunicationscouncil/2018/04/27/the-origin-
of-the-martech-stack-and-how-to-build-one-that-drives-
growth/#524b31e34524
15 https://www.rapp.com/about
16 https://thornleyfallis.com/81-of-shoppers-research-online-
before-buying
17 https://retargeter.com/what-is-retargeting-and-how-does-
it-work/?utm_source=google&utm_medium=ppc&utm_
campaign=what-is-retargeting&utm_keyword=%2Bwhat%20
%2Bretargeting&gclid=CjwKCAjw2rjcBRBuEiwAheKeL_
18 https://www.mckinsey.com/business-functions/marketing-and-
sales/our-insights/the-consumer-decision-journey
19 https://visionedgemarketing.com/three-proven-practices-to-
overcome-martech-failure
20 https://www.martechadvisor.com/articles/marketing-automation-
2/3-ways-to-futureproof-your-martech-stack
21 https://www.credera.com/blog/business-intelligence/new-era-
customer-analytics
22 https://venturebeat.com/2015/12/23/the-fortune-500-martech-
solutions-the-fortune-30-million-cant-afford-to-miss-webinar-
recap
23 https://clearcode.cc/blog/what-is-martech/
24 https://www.salesforce.com/ca/form/demo/1-crm-service.jsp
25 https://www.hubspot.com/marketing-statistics
26 http://www.telnext.com/wp-content/uploads/2013/05/Voice-of-
the-Customer-Survey-Results-May-2013-PDF-customer-facing.
27 https://www.marketo.com/customers/rackspace/
28 https://www.hubspot.com/marketing-statistics
Sources
25
29 https://a.sfdcstatic.com/content/dam/www/ocms/assets/pdf/
datasheets/mc-marketing-fieldguide-customer-trailblazer.pdf
30 MyBuys, January 2010 – December 2012
31 https://hbr.org/2014/10/the-value-of-keeping-the-right-
customers
32 http://www.telnext.com/wp-content/uploads/2013/05/Voice-of-
the-Customer-Survey-Results-May-2013-PDF-customer-facing.
33 http://www2.bain.com/Images/BB_Prescription_cutting_costs.pdf
34 https://www.emailmonday.com/marketing-automation-statistics-
overview/
35 http://www.telnext.com/wp-content/uploads/2013/05/Voice-of-
the-Customer-Survey-Results-May-2013-PDF-customer-facing.
36 https://nucleusresearch.com/research/single/salesforce-
marketing-cloud-roi-case-study-life-time-fitness/
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