CURRENT STATE OF DATA-DRIVEN MARKETING: AN INSIDE VIEW David Schweer, Teradata Applications John Cole, Isurus Market Research
CURRENT STATE OF DATA-DRIVEN MARKETING: AN INSIDE VIEW David Schweer, Teradata Applications John Cole, Isurus Market Research
Agenda for Today’s Webinar
Background of the Research
Defining Data-Driven Marketing
A Marketer’s Framework
Results of the 2013 Teradata Data-Driven Marketing Survey
Examples of Data-Driven Marketing Organizations
Background of Research
•Blind survey executed by Isurus Market Research on
behalf of Teradata – questions developed in
collaboration
•Main objective: understand marketers’ beliefs,
attitudes, interests, needs and motivations about data-
driven marketing
•Responses from over 2,200 marketers worldwide via web-
based survey
•Respondent Qualification:
• Must work in marketing (or be an exec with responsibility
for marketing)
• Annual revenue greater than $100M
•Margin of error: Roughly +/- 3 percentage points
4 10/29/2013 Copyright Teradata. All Rights Reserved. 4
Customer Experience: Inconsistency
Customer’s Experience
5 10/29/2013 Copyright Teradata. All Rights Reserved.
Know What’s Trending
1
2
3
Sources: 1Teradata 2Gartner 3Gartner
6 10/29/2013 Copyright Teradata. All Rights Reserved.
Defining Data-Driven Marketing
Data-driven marketing is the process of collecting and
connecting large amounts of online data with traditional
offline data.
Companies then rapidly analyze the data and gain cross
channel insights about customers and bring those
insights to market via a highly-relevant marketing
campaign tailored to the customer, at their point of
need.
7 10/29/2013 Copyright Teradata. All Rights Reserved.
How Do You Do It? A Marketer’s Framework
A Data-Driven Marketing approach helps you to operationalize your insights
in a sustainable way to drive sales and reduce costs
conversion path
customer
behavior
affinity
purchase
response
website
mobile
social
attribution
spend
process
segmentation
decision offer
governance
preference
compliance
delivery
ENGAGE With the right
message in the
right channel
EXPLORE Customer data
to develop
new insights
8 10/29/2013 Copyright Teradata. All Rights Reserved.
Marketers and Data
of marketers believe that data is
their company’s most
underutilized asset
Source: 2013 Teradata Global Data-Driven Marketing Survey
9 10/29/2013 Copyright Teradata. All Rights Reserved.
Marketers Under Pressure
of marketers feel pressure to
become more data-driven
Source: 2013 Teradata Global Data-Driven Marketing Survey
10 10/29/2013 Copyright Teradata. All Rights Reserved.
What kind of data are marketers using?
Source: 2013 Teradata Global Data-Driven Marketing Survey
11 10/29/2013 Copyright Teradata. All Rights Reserved.
Benefits of Using Data
Source: 2013 Teradata Global Data-Driven Marketing Survey
12 10/29/2013 Copyright Teradata. All Rights Reserved.
Priorities for Marketing
Source: 2013 Teradata Global Data-Driven Marketing Survey
13 10/29/2013 Copyright Teradata. All Rights Reserved.
Efficiency in Marketing
of marketing departments
have embedded a data-driven
marketing culture into their
standard processes
Source: 2013 Teradata Global Data-Driven Marketing Survey
14 10/29/2013 Copyright Teradata. All Rights Reserved.
The Blame Game
Source: 2013 Teradata Global Data-Driven Marketing Survey
15 10/29/2013 Copyright Teradata. All Rights Reserved.
Where are Your Competitors?
Source: 2013 Teradata Global Data-Driven Marketing Survey
16 10/29/2013 Copyright Teradata. All Rights Reserved
Plan for the Future
By 2015, a company’s digital strategy
will ultimately influence at least 80% of
a consumer’s discretionary spending.1
What can Data-Driven Marketing do?
• Integrate online and offline data
• Understand consumer actions across multiple channels
• Engage with customers with relevant, consistent experiences, regardless of channel
• Send customers personalized offers based on behaviors
• Provide marketers with rapid insights that reveal who to contact, when, and with what offer
• Reduce the costs of point solutions
80%
Sources: 1Gartner
17 10/29/2013 Copyright Teradata. All Rights Reserved
Top-5 US Bank Creates Consistent Customer Experience
Challenge
• Wanted to drive greater customer value through customer experience
• Needed to prioritize and optimize offers to customers via all marketing channels
• Had no common processes and sharing of best practices
Approach
Results
• Eliminated bottlenecks and reduced the cycle time by 5 days (estimated 20%)
• Increased resource capacity by 12%
• Improved the ability to comply with audits and compliance requirements
• Created a single view of all marketing initiatives to be executed with Marketing Operations
• Developed models for Contact and Offer Optimization
18 10/29/2013 Copyright Teradata. All Rights Reserved
Satellite Radio Company Finds a Way to Beat Out the Growing Competition
Challenge
• Needed a way to outpace their competitors to keep driving subscriber acquisition
• Had a lot of data movement between systems and vendors
• Analytical capabilities needed significant enhancements
Approach
• Run 200 multi-step campaigns every month
• Eliminated data latency issues by moving to Teradata
• Execute on time-sensitive campaign processes through automation
• Automated marketing operations processes to scale to new production targets
• New data warehouse footprint to support analytics
• Eliminated MSP relationship and moved data in-house
Results
19 10/29/2013 Copyright Teradata. All Rights Reserved
International Non-Profit Solves Their Operational and Communication Challenges
Challenge
• Majority of the company’s donations were ‘disaster driven’ which created operational and communication challenges
• In times of disaster, marketing had to jump into action rapidly to communicate with constituents
Approach
Results
• Send multi-million recipient campaigns from idea to execution in less than 5 hours
• Leverage dialog communications to interact with donors during non-disaster time to build ongoing relationships
• The organization used a cloud-based integrated marketing platform to:
• Improve constituent experience
• Streamline and improve response times
• Help the organization better achieve its humanitarian mission
20 10/29/2013 Copyright Teradata. All Rights Reserved
Big Data Marketing
21 10/29/2013 Copyright Teradata. All Rights Reserved
Key Insight from Big Data Marketing
Agile
22 10/29/2013 Copyright Teradata. All Rights Reserved
Thank You for Attending!
www.teradata.com/datadrivenmarketing