Data-Driven Marketing Road Show Teradata - March 25, 2014

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Presentation by Teradata District Manager Fred van Westerop. Data-Driven Marketing Road Show at De Balie, Amsterdam, March 25 2014

Presentation by Teradata District Manager Fred van Westerop. Data-Driven Marketing Road Show at De Balie, Amsterdam, March 25 2014

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  • Aprimo continues to grow…..Over the past year, Aprimo has made significant progress in the market with rock solid performance. We only report revenue performance once a year…and last year we:We grew our customer base by 25%We grew our recurring revenues by 29%, We grew our total revenues by 15%. And we did this at the same time that our competitors’ revenues were declining by 20%.And this year promises equally exciting results…and …we would be remiss if we did not thank you. On behalf of the entire Global Team @ Aprimo – and our European Team here – I personally want to thank you each and every one of YOU, our valued customers, for your continued investments in our solutions, and more importantly for your trust in Aprimo as your marketing technology partner. I would also be remiss that in celebrating the results and our continued growth…not to ensure we remain committed to your success. With our growth we have expanded capabilities to invest in product innovation, services and customer programs to help you get the best value and results from Aprimo’s Integrated Marketing Software. I’d like to take a moment to recap a few of the initatives that have been front and center for us to re-invest in you:We delivered highly innovative and market-shaping product releases with Aprimo Marketing Studio and Aprimo Marketing Studio On Demand, both of which you will be learning much more about today. Aprimo has made and will continue to make serious investments to strengthen our product quality and service levels to help you get ever-increasing value from our solutions.We’ve invested in first phase of a multi-year effort to grow our community and the way we work together with you and enabling you to expand your resources around Aprimo. This past summer we launched the first efforts in our Online Community…I’ll be showing that to you a little bit later this afternoon….improved this year’s venue for our Customer Summit and expanded our EMEA resources with xxx services and . (GET INFO FROM KEVIN)
  • Customers are in control. One day, they share all their information,the next day, they want total privacy. As the research from this recent Accenture study points out, even if the customers aren’talways willing to help us understand them, they expect offers that are personalized to their wants and behaviors. Marketers must be able to understand the customer and lebverage these insights to build stronger relationships with customers – and to create meaningful experiences with them. Marketers that are not able to do so will struggle to capture the attention relative to their competition.
  • And if we look at marketer’s experience today, we that there are a number of media and owned channels where a customer interacts with the brand. This creates both an opportunity and a challenge for the marketer.Today, marketers often work in silos. Therefore, the data -- the analytics -- and the execution are done in silos. The end result is that the message and timing is not aligned across all these channels. Therefore, a tremendous opportunity is lost to effectively understand the customer and engage with that customer in a relevant and meaningful way.
  • So if we look at the customer experience today, we find that there are many points of interaction with the customer across many parts of the organization. These interactions are often done in silos with little to no coordination between them. Often, the only place where these interactions are viewed in conjunction with each other is when the customer receives them. And in many cases, this interaction is disjointed and inconsistent and frustrating for the customer to consume.
  • In a 2013 survey of 2200 marketers across the globe around data driven marketing, marketers today are having to navigate a large volume of date to identify and connect with the customer in a meaningful way. Almost all marketers see having a single view of the customer as a top priority, but only 18% are able to gain that view today.And today, less than 10% of marketers believe that they are using their data in a systematic way leaving much of the data gathered unused.Thus we are seeing that almost three quarters of marketers are looking to implement a big data solution in the next two years to help them better find and connect with the customer in this new world of digital data.These changes in marketing are critical in order for marketers to deliver the right experiences with the customer in the future.
  • Aprimo continues to grow…..Over the past year, Aprimo has made significant progress in the market with rock solid performance. We only report revenue performance once a year…and last year we:We grew our customer base by 25%We grew our recurring revenues by 29%, We grew our total revenues by 15%. And we did this at the same time that our competitors’ revenues were declining by 20%.And this year promises equally exciting results…and …we would be remiss if we did not thank you. On behalf of the entire Global Team @ Aprimo – and our European Team here – I personally want to thank you each and every one of YOU, our valued customers, for your continued investments in our solutions, and more importantly for your trust in Aprimo as your marketing technology partner. I would also be remiss that in celebrating the results and our continued growth…not to ensure we remain committed to your success. With our growth we have expanded capabilities to invest in product innovation, services and customer programs to help you get the best value and results from Aprimo’s Integrated Marketing Software. I’d like to take a moment to recap a few of the initatives that have been front and center for us to re-invest in you:We delivered highly innovative and market-shaping product releases with Aprimo Marketing Studio and Aprimo Marketing Studio On Demand, both of which you will be learning much more about today. Aprimo has made and will continue to make serious investments to strengthen our product quality and service levels to help you get ever-increasing value from our solutions.We’ve invested in first phase of a multi-year effort to grow our community and the way we work together with you and enabling you to expand your resources around Aprimo. This past summer we launched the first efforts in our Online Community…I’ll be showing that to you a little bit later this afternoon….improved this year’s venue for our Customer Summit and expanded our EMEA resources with xxx services and . (GET INFO FROM KEVIN)
  • So what it all boils down to is a challenge to the marketer – delivered not only by the certain wealth lying dormant in the disparate data sources waiting to be woven together, but in the shift in what customers expect from companies, and how their unprecedented access to information levels the playing field. The requirement to stay agile and move on new insights feeds a market that is increasingly enabled by the cloud, and moves at the speed of the nearly 5 billion smartphones consumers will own by the end of 2017– and double-digit year-over-year growth in tablets and other mobile devices, which IDC projects will represent $1 trillion in mobile commerce by 2017. The Nexus of Forces and the rise of the empowered individual cries out for a response by marketers everywhere. So what would you do if you knew?
  • As marketers become more data driven, there are many areas for improvement. On the execution front, a Jupiter Research study showed that marketers have seen open rates improve by 50% and conversion rates up to 350% through better segmentation. And recent Gartner reports have seen success rates ranging from 5 to 15 fold with relevant real-time offers.And on the operations front, Teradata marketers have reduced cycle times on re-approvals of materials by 50% and are able to complete projects 28% faster through a data driven automated approach.And a recent Gartner report indicated that those that are able to establish both the operational and executional components together in one platform are able to achieve up to 50% improvement in ROI.
  • As the science of measurement and online tracking sweeps into marketing many are looking it as overtaking the creativity and artistic side of marketing.
  • The “science” of Process should not be viewed as an alternative to the creativity that fuels marketing. Rather, process can drive good execution and facilitate measurement freeing your marketers to be creative without he burden of having to focus on how to get things done.

Transcript

  • 1. BIG Data, Customers and Ostriches 1
  • 2. Marketing Challenges YOUR CUSTOMERS ARE COMPLEX UNDERSTANDING THEIR DATA DOESN’T HAVE TO BE of today's’ consumers say they’re concerned about data/ behavior tracking of today's’ consumers accept that data tracking enables relevant content 85%86% LEVERAGING INSIGHTS CREATES MEANINGFUL EXPERIENCES
  • 3. More data, more deadlines, more everything
  • 4. 6 Marketer Experience: Frustration and Silos Marketer’s Experience Spend Offer Compliance Delivery Segmentation Process Decisions Marketing Mix Newspaper TV Radio Social Display SearchMagazine Gmail Mobile Point of Sale Contact Center Social Email website Mobile Website Email Purchase Social Predictive Big Data Attribution Real-Time
  • 5. 7 Customer Experience: Inconsistency Customer’s ExperienceCustomer’s Experience
  • 6. Marketing must become more relevant
  • 7. Marketing Trends 71% 71% of marketers will implement a big data solution within the next 2 years1 <10% Less than 10% of marketers use their data in a systematic way1 Just 18% of marketers have a single view of the customer…but it is considered a top priority for future investment1 18% 1. Teradata Corporation: “2013 Teradata Data-Driven Marketing Survey, Global"
  • 8. What to do with it? What do people expect you to do with it?
  • 9. How to find relevance in the Data-Lake?
  • 10. ZOEKEN NAAR GEGEVENS 1 You don’t have to go look for yourself
  • 11. Tools can help you find insights Flow Hierarchy Chord Affinity
  • 12. Marketing must become more relevant
  • 13. Marketers have deadlines
  • 14. The traditional way to plan
  • 15. Helaas!
  • 16. Communication has become more complex CHANNELS MESSAGES SOCIAL WEBSITE EMAIL POINT OF SALE SEARCH CALL CENTER Upsell Extend Cross-sell Service Information Loyalty Language Style Preference … DIVISIONS/PRODUCTS
  • 17. So an intelligent framework is needed Real-Time Lead Injection Capture and Segment Facebook Data Email Creation and Send Intelligent Segments Advanced Analytics Segmentation Anywhere
  • 18. And “controlling” rather than “activating”
  • 19. Marketing must become more automated
  • 20. 23 4/1/2014 Teradata Confidential DATA DRIVEN MARKETING SOLUTIONS conversion path customer behavior affinity purchase response website mobile social attribution spend process segmentation decision offer governance preference compliance delivery DO MORE KNOW MORE Drive customer interactions through insights, increase agility and efficiency, achieve greater revenue, architect greater experiences, and prove value to your customers – on-premise or in the cloud.
  • 21. Get Smart Get Strategic Tear Down The Silos Untangle The Data HairballlMake Metrics Your Mantra Process Is the New Black Five Steps to Data Driven Marketing
  • 22. Marketing Improvements 50% 350% 5x 15x SEGMENTING OFFERS REAL-TIME OFFERS Increase open rates1 Increase conversion rates1 increase success rate2 up to as high as3 Improved ROI from companies with an IMM platform4 Realized a 50% time savings on material re-approvals5 Completed projects 28% faster due to automating review process, less rework and remote access5 50% 28% 50% 1. Jupiter Research 2. Gartner: “Top 10 Marketing Processes for 2012” March 2012. 3. Gartner: “Five Benefits For Multichannel Inbound/Outbound Fusion" By Adam Sarner, May 8, 2013. 4. Gartner: “Focus on Integrated Marketing Management” October, 2010. 5. Teradata customers
  • 23. 26
  • 24. 27
  • 25. Offers banking in supermarkets 220 branches In Norway 1.4 million users of online banking 13000 employees Market Cap 130 billion NOK The leading Norwegian bank 2.2 million customers of population 5 million FACTS ABOUT DNB April 1, Naarden