14. chapter 1: customer 360
chapter 2: data driven acquisition
chapter 3: loyalty and retention
the agenda
chapter 4: bridging offline & offline
chapter 5: 1:1 experiences
chapter 6: data driven organization
14
Editor's Notes
The vision of a customer 360 profile across channels and personalized marketing has been around for 20 years so what is different this time?
Frankly we have reached a tipping point
Amazon has long since implemented personalized experiences and raised the bar for all of us
And finally the technology is available to deliver on the promise of personalized experiences. With easy to use cloud platforms like AgilOne and others you can leave the math to the vendors while focusing on the marketing. Not only data science, but also building a customer 360 and triggering highly personalized experiences can now happen in the cloud thanks to new, scalable big data technology.
So data driven marketing is not just for Amazon anymore
In fact a survey we conducted shows that 80% of mid-market retailers have already implemented or are planning to implement some form of central customer data warehouse in 2014. By the end of this year almost 70% of mid-market retailers will use some form of predictive analytics and will use predictions about lifetime value to make critical acquisition spending decisions.
If you are here because you are afraid to be obsolete if you don’t understand and execute on data driven marketing you should. If your competitors are taking advantage of data-driven marketing they will likely grow twice as fast as you are and have triple the margins.
A couple of weeks ago we did a webinar with Mark Jeffrey – author of the book on data-driven marketing, which coincidentally was one of Jeff Bezos’ favorite must-read business books in 2013.
He shared research fromKellog School of Business that shows that the best performing companies invest significantly more in branding, customer equity and infrastructure for data-driven marketing, and significantly less in demand generation than lower performing companies.
So let’s get started. We are organizing this conference give you specific strategies and ideas to be successful with data driven marketing and stay ahead of the curve.
The goal is that you walk out with ideas how to improve your customer acquisition, growth and retention using a data-driven marketing approach.
The agenda today is divided into 5 chapters. Our partner Elizabeth Canon from Fashion’s Collective will give you an introductory overview presentation. After that we will dive deep into 6 topics … (read from slide). Most importantly hopefully you will learn a lot from each other in the round table discussions and make new professional friends to compare notes with as you embark on your data driven marketing journey. Have fun.
