CURRENT STATE OF DATA-DRIVEN MARKETING: AN INSIDE VIEW. David Schweer, Teradata Applications John Cole, Isurus Market Research

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1 CURRENT STATE OF DATA-DRIVEN MARKETING: AN INSIDE VIEW David Schweer, Teradata Applications John Cole, Isurus Market Research

2 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

3 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 datadriven marketing Responses from over 2,200 marketers worldwide via webbased 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

Customer Experience: Inconsistency Customer s

Know What s Trending 1 2 3 Sources: 1 Teradata 2 Gartner 3

6 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. 6 10/29/2013 Copyright Teradata. All Rights Reserved.

7 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 affinity conversion path delivery customer behavior compliance purchase response EXPLORE Customer data to develop new insights attribution spend ENGAGE With the right message in the right channel preference website process governance mobile social segmentation decision offer 7 10/29/2013 Copyright Teradata. All Rights Reserved.

8 Marketers and Data of marketers believe that data is their company s most underutilized asset Source: 2013 Teradata Global Data-Driven Marketing Survey 8 10/29/2013 Copyright Teradata. All Rights Reserved.

Marketers Under Pressure of marketers feel pressure to become more data-driven Source: 2013

Benefits of Using Data Source: 2013 Teradata Global Data-Driven

Priorities for Marketing Source: 2013 Teradata Global Data-Driven

13 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 13 10/29/2013 Copyright Teradata. All Rights Reserved.

The Blame Game Source: 2013 Teradata Global Data-Driven

Plan for the Future 80 % 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?

16 Plan for the Future 80 % 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 Sources: 1 Gartner 16 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

17 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 Created a single view of all marketing initiatives to be executed with Marketing Operations Developed models for Contact and Offer Optimization 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 17 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

18 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 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 Run 200 multi-step campaigns every month Eliminated data latency issues by moving to Teradata Execute on time-sensitive campaign processes through automation 18 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

19 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 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 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 19 10/29/2013 Copyright Teradata. All Rights Reserved

Key Insight from Big Data Marketing Agile 21

Supporting Every Aspect of Your Individualised Marketing Strategy

Supporting Every Aspect of Your Individualised Marketing Strategy Teradata Marketing Applications Services We power marketing. TM Helping Integrated Marketing Programmes Succeed As your data-driven marketing