Balancing privacy, data and strategy What do privacy and horsemeat have in common?

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1 Balancing privacy, data and strategy What do privacy and horsemeat have in common? Ricardas Montvila, Solutions Consultant, Marketing Applications, Teradata 13 th November 2014

2 Marketing today BAD TIMING WRONG OFFER REPTITION OVERLOAD IRRELEVANT CONTENT SILENCE 2

3 Always-on consumers are glued to the screen Teradata

4 Why personalise? Primary benefits of personalisation (top two choices) Teradata

5 5 Choice is no longer as exciting as it used to be

6 6 Personalisation is not all about the Web

7 Customer experience is even greater when it comes from unexpected places Teradata

8 What does Privacy and Horsemeat have in common? Teradata

9 Don t care Curious/Cautious Paranoid Consumer types Teradata

10 Layers of data captured Data types Business as usual Consumer added value Volunteered Observed Inferred Business added value Expected Made aware of Educate Educate 10

11 Conversion Rates It s not what you do its how you do it The Precipice of Creepitude Irrelevant Creepy Degree of Personalisation 11

12 12 When you misuse context

13 Changes to EU Data Protection Directive 95/46/EU Fine up to 5% of the global turnover or 100Million Euros Right to be forgotten Right to transfer their personal data to another party Teradata

14 How do you make a decision? Context Analytics Data Business Objectives Messages available 14

15 Many marketers lack a single customer view, and they do not use data systematically 18% 10% 82% 90% Just 18% of marketers have a single view of the customer but it is considered a top priority for future investment Less than 10% of marketers use their data in a systematic way 15

16 It does not get more personalised than Netflix Analytics to drive relevant and timely offers Limited data to understand interest One BILLION daily events and intent Lack Delivers of overall personalised, understanding massively of data buying driven recommendations and decisioning Attributes 75% of streaming activity to recommendations 16

17 Enhancing checkout touch-point Offering consistent experience Context aware engagements Customer experience focus Engagement, Response, ROMI Anticipating needs Recognizing loyalty Product focused engagement Acknowledging customers Customer Experience 17

18 Elevated data-driven strategy creates a more personalised and effective customer experience P&G needed to create brand loyalty and communicate directly with their consumers Unified system for all customer data Needed to elevate digital strategy in one place Missing Create transactional a more personalised data needed and to offer effective a relevant consumer customer experience experience Needed Leverage higher campaigns customer across multiple engagement brands across channels Relevant relationships with 4.8B consumers 18

19 Helping Hallmark increase customer participation in their Loyalty Programme Growing pains impacted the success of Hallmark s Loyalty Programme Understanding Local store participation customer increased action across by 25x all over touchpoints a two year period Marketing Response rates was siloed were 27% and higher controlled centrally local promotions Local A 360 o stores view of didn t the customer have the tools and to market results reporting to their customers became a reality Local promotions had up to a 250% lift over national mailings 19

20 Optimising customer touch-points Lifecycle stage Aspiration Awareness Explore and consider Purchase Loyalty Channel Direct mail Social Call centre Website Mobile app Face to face POS 20

21 86% of enterprise companies are practicing some form of personalisation, although fewer than 20% are doing so in real-time Personalisation capabilities Teradata

22 Balancing conflicting business objectives and constraints We need to push our new product line to all customers. We need to make sure we don t overwhelm the customers with our 200,000 product SKUs. We need to increase the profitability of our customers through selling higher margin products. We need to reduce risk by only selling what the customer can actually afford. 22

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24 Enhancing audience experience Give consumers privacy choices to increase trust Personalise to simplify choice. Not to increase Open Rates, etc. Have a strategy in place before adopting new point solutions Visit our stand 24

25 Thank you for listening Ricardas Montvila Solutions Consultant, Marketing Applications, 25