Using Data to Drive Results - Create your Data Driven Marketing Strategy


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It is predicted that by the year 2015, three billion people will have created eight billion terabytes of data. As the amount of available data erupts, what marketers do with it is more important than ever.

A data-driven marketing strategy can help you harness this data to drive ROI - but where to start? Analysing email open rates and tweaking display copy is simply not enough any more: Your strategy must encompass everything from collecting data to connecting online and offline sources, predicting customer behaviour and more!

Join Mark Ash, Media Director at Teradata eCircle, as he examines the results of the recent ‘European Data-Driven Marketing Survey’ to find out how marketers are currently using their data and offer you key strategies to create an integrated customer experience and generate ROI.

Register for this live, interactive webinar to learn:

- The results of the European Data-Driven Marketing Survey
- What challenges marketers face to deliver an integrated customer experience, and what these mean for your organisation
- How you can address these challenges to better profit from today's multi-channel reality

Published in: Marketing, Business, Technology
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Using Data to Drive Results - Create your Data Driven Marketing Strategy

  1. 1. Brought to you by In association with Using Data to Drive Results: Create your data-driven strategy The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 7151 1856 Access Code: 532-472-956
  2. 2. Today’s Speakers Using data to drive results: Create your data-driven strategy Mark Ash Media Director Teradata Andrew Gerrard Head of Social Business LikeMinds
  3. 3. Interact with us Using data to drive results: Create your data-driven strategy Follow the conversation on twitter #DataStrategy
  4. 4. DATA-DRIVEN: Using Data to Drive Results - Create your Data Driven Marketing Strategy Mark Ash, Media Director UK
  5. 5. Quick Poll Using Data to Drive Results: Create your data-driven strategy
  6. 6. 6 7/28/2014 Teradata Confidential V I S I O N M I S S I O N About Teradata To make data and analytics the primary competitive advantage of our customers Empower customers to compete and win by transforming any data into actionable insights
  7. 7. 7 7/28/2014 Teradata Confidential Our strategy and focus Data Warehousing Big Data Analytics Integrated Marketing ManagementConsulting/ Support Services SaaS/Cloud Big Data Infrastructure Three Core Competencies
  8. 8. 8 7/28/2014 Teradata Confidential “Times of turbulence are the most exciting times… Because everything changes….” Pablo Picasso (1881-1973)
  9. 9. 9 7/28/2014 Teradata Confidential Marketing faces new challenges…consumer needs have changed Faster and faster “I want it quicker & I’m squeezing more into shorter periods of time” My way “I want it my way and on my terms” Quality new experiences “My expectations around experience keep getting higher & I look for new experiences to excite me” Short attention span “Lots of things compete for my attention…so something has to stand out to draw me in” Opinions Matter “I value people’s opinion. I also have my own which deserve to be heard” Blurred reality “I live in both the real and virtual worlds & these are increasingly intertwined”
  10. 10. 10 7/28/2014 Teradata Confidential Key issues for marketers to embrace these changes • No unified view of online and offline customer data • Unable to leverage customer data to power real-time offers • Inability to engage customers in real-time conversations • Not anticipating the needs of customers; only able to look at “what” happened • Don’t know what combination of channels influence one another and drive results • Lacking analytical tools to effectively manage and measure multiple multi-channel programs
  11. 11. Quick Poll Using Data to Drive Results: Create your data-driven strategy
  12. 12. 12 7/28/2014 Teradata Confidential • 2 Surveys; covering global geographic territory • 20 Countries in total • 3,300 Senior Marketers surveyed • Surveys explore the challenges presented with the explosion of digital channels and what this means for organisations Data-driven marketing survey
  13. 13. 13 7/28/2014 Teradata Confidential Marketers increasing need to not just increase revenue but justify ROI Biggest Challenges for Marketing for 2013:
  14. 14. 14 7/28/2014 Teradata Confidential Process, technology and budgets inhibit todays marketers Top Obstacles to Data Driven Marketing:
  15. 15. 15 7/28/2014 Teradata Confidential European marketers focus on online and demographic data collection EMEA focus on Online and Demographic where as US Customer Satisfaction and Service data is more valuable Types of data companies collect and use:
  16. 16. 16 7/28/2014 Teradata Confidential Please don’t ask me what marketing initiative works! Most challenging questions marketers are asked in their job:
  17. 17. 17 7/28/2014 Teradata Confidential Fragmented systems and sales attribution challenges = no idea of return Marketers problems using ROMI:
  18. 18. 18 7/28/2014 Teradata Confidential Data Marketing – Aspirations & Reality 71% 71% of marketers will implement a big data solution within the next 2 years <10% Less than 10% of marketers use their data in a systematic way Just 18% of marketers have a single view of the customer…but it is considered a top priority for future investment 18%
  19. 19. 19 7/28/2014 Teradata Confidential 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
  20. 20. 20 7/28/2014 Teradata Confidential • Connect Data Across the Company • Create a single customer view ALIGN & UNDERSTAND • Dynamic preference based content assembly • Multi-step dialogues with automatic channel selection EXECUTE & DELIVER • Plan customer journeys across channels • Real-time offer optimisation and personalisation ACT & OPTIMISE • Understand Customer Journey and Attribute Sales • Discover hidden customer patterns & behaviors ANALYSE & DISCOVER Our solution: Integrated Data Driven Marketing Framework
  21. 21. 21 7/28/2014 Teradata Confidential The Benefits of Data Driven Marketing 50% 350% 5x 10x SEGMENTING OFFERS REAL-TIME OFFERS Increase open rates Increase conversion rates increase success rate up to as high as Improved ROI from companies with an IMM platform Realized a 50% time savings on material re-approvals Completed projects 28% faster due to automating review process, less rework and remote access 50% 28% 50%
  22. 22. 22 7/28/2014 Teradata Confidential According to Gartner, integrated marketing will lead to 50% greater ROMI and a 15-20% revenue increase. Customers that integrate marketing see the following types of benefits:  20% higher campaign response  50% faster launch time for campaigns  20% savings by reducing unnecessary spend  43% reduction in operations costs The Benefits of Data Driven Marketing
  23. 23. 23 7/28/2014 Teradata Confidential Practical uses of data to drive marketing performance
  24. 24. 24 7/28/2014 Teradata Confidential Web Data Captured and Fed into Real-Time Content Decisioning • Capture the customer‘s journey • Pass relevant data for real- time analysis and message decision • Transform and feed data to perform discovery for path effectiveness and attribution
  25. 25. 25 7/28/2014 Teradata Confidential Visualise & Score Campaign Attribution • Attribute credit to channels that influence conversion • Measure multi-channel performance by customer and product • Link results with the campaign for better ROI analysis
  26. 26. 26 7/28/2014 Teradata Confidential Offers Prioritised Based on Real-Time Interactions • Leverage customer profile for intelligent decisioning • Understand behaviors across channels • Respond in real-time based on the current context to provide the most relevant offer
  27. 27. 27 7/28/2014 Teradata Confidential Customer Segments Defined Based on Behaviour Scores • Leverage contextual and historical data for improved targeting • Apply social context to segmentation and offer selection • Access data from a multiple databases
  28. 28. 28 7/28/2014 Teradata Confidential Future Messaging Defined Based on Prior Response • Identify and receive event triggers and next actions to perform • Schedule events to execute automatically • Personalise offer and channel to leverage based on customer response and preference
  29. 29. 29 7/28/2014 Teradata Confidential Case Studies
  30. 30. 30 7/28/2014 Teradata Confidential Real-time messaging program reaps rewards for Halfords Halfords wasn’t leveraging online customer insight to drive relevant messages Understand when customers are dropping out of the sales process Drive increased sales online Increase the customer experience with the brand 120% more sales than standard weekly campaigns Campaign metrics increased by over 200% 65% of clicks to purchase generated from recommendations Message deployed immediately to decrease sales lead time
  31. 31. 31 7/28/2014 Teradata Confidential Supporting E.ON achieving marketing excellence E.ON’s marketing programme wasn’t meeting customer demand Leveraging and co-ordinating messages across all channels Lack of speed to market and errors within campaigns Deep customer insight wasn’t being used in campaigns ROI for approached 250% Integrated online/offline behaviour data available Cost savings at 371% of original business case Forecast run rate by 2012 42% ahead of business case
  32. 32. 32 7/28/2014 Teradata Confidential Beginning your journey through data: How to prepare a data marketing strategy
  33. 33. 33 7/28/2014 Teradata Confidential Agree focus, scope and goals What would you most like to improve? Undertake data discovery exercise How to prepare a data marketing strategy 1. Create business objectives before you start any data strategy
  34. 34. 34 7/28/2014 Teradata Confidential Focus on ‘connectable’ data Trry to connect anonymous user records where possible How to prepare a data marketing strategy 2.Take it down to the customer level Apply sampled data and overlays where possible at the customer level
  35. 35. 35 7/28/2014 Teradata Confidential Question the origin and value of the data How to prepare a data marketing strategy 3. Make sure you get the right data Check the validity of your tracking and reporting Make sure you track as many interactions as possible, not just those that are convenient to track
  36. 36. 36 7/28/2014 Teradata Confidential A lack of data about you customers will limit your ability to personalise, target and reach your audience cost effectively. Acquire new data: Quality not quantity How to prepare a data marketing strategy 4. I have no data Make sure every touch point is utilised to collect data; and at the earliest interaction possible Engage with your customers to participate in providing and updating their data
  37. 37. 37 7/28/2014 Teradata Confidential Look for changes in user behaviour over time Avoid the dangers of Apophenia and Interpreter Bias How to prepare a data marketing strategy 5. Data analysis is a long-term commitment: trend-spotting takes time. Results reporting should create actionable insight Invest in the right skills to analyse data correctly
  38. 38. 38 7/28/2014 Teradata Confidential Continuous testing methodology that provides opportunity for process adaption Testing reduces risk whilst enabling a brand How to prepare a data marketing strategy 6. Measure outcomes. Test, refine, then automate Spend 60% of your time on testing
  39. 39. 39 7/28/2014 Teradata Confidential From Vision To Journey: Keep an open-mind
  40. 40. 40 7/28/2014 Teradata Confidential Thanks for Listening. Mark Ash Director of Media UK 14 St. Johns Square London EC1M 4NL T: +44 (0)207
  41. 41. Your Questions Using data to drive results: Create your data-driven strategy Mark Ash Media Director Teradata Andrew Gerrard Head of Social Business LikeMinds
  42. 42. 3 Great reasons to fill out the exit survey 1. You can give us your feedback 2. You can request your free copy of the ‘European Data-Driven Email Marketing Survey’ 3. You can request your free copy of ‘The Virtual Presenters Handbook’
  43. 43. Thank You Brought to you by In association with Using Data to Drive Results: Create your data-driven strategy