-Michele Goetz, Senior Analyst, Forrester
-Beatriz Santin, Senior Director of Marketing and Product, Experian QAS
Ever wished the data revolution never came and threw your world into chaos? Know that you can't turn back but don't know where to start or how to get there fast? Excited to finally have a seat at the table but anxious about how to deliver against rising expectations?
This session presented by Experian QAS, a part of Experian Marketing Services, and Forrester will explore the sentiments of marketers as we change our day-to-day and look for new avenues to propel business growth. From B2B to B2C, relevance is more important than ever – but how can we leverage data to make our brands stand out amongst all the others? Join to hear case studies and practical advice to guide you in a world where data is there not only for you but also for your customers and your competitors – to analyze and to consume.
Polkadot JAM Slides - Token2049 - By Dr. Gavin Wood
#MITXData "How the Data Revolution is Turning the Marketing World Upside Down" presented by Experian QAS and Forrester
1. How the Data Revolution is Turning the
Marketing World Upside Down
Michele Goetz, Forrester
Beatriz Santin, Experian QAS
2. Beatriz joined Experian in 2008 to lead marketing. Since that time
she has doubled yearly revenue generated from marketing
opportunities through implementation of online and offline marketing
tactics and by working closely with sales on lead conversion.
Currently, she is responsible for marketing and product strategy at
Experian QAS.
Prior to joining Experian, Beatriz was the Director of Marketing at
Comverse, where she led field marketing across the Americas
region. Beatriz started her career in technology in the Boston area
working in a partner development role at Kenan Systems, a division
of Lucent Technologies later acquired by CSG Systems and
Comverse.
Beatriz earned a BA in Business Administration from Mississippi
State University, where she was a golfer on full scholarship, and an
MBA in International Business from the University of South Carolina.
Beatriz Santin
3. Michele serves enterprise and data architect professionals. She is a
leading expert on data quality, data integration, metadata
management, master data management, and data governance.
Michele helps enterprises leverage data assets more effectively by
improving the availability and accuracy of the information that
businesses use in processes and analytics.
Prior to joining Forrester, Michele managed the business intelligence
and data management programs at PTC. During her tenure, she
developed and led the global consolidation of customer data across
multiple CRM platforms to support a single view of the customer and
manage enterprise-wide data quality.
In addition, she established data governance and data quality teams
and programs to support a center of excellence for data management.
Michele also held an executive position at Trillium
Software, a provider of data quality solutions and services,
introducing thought leadership and recommendations on how
organizations can improve data quality and governance programs.
Michele holds an undergraduate degree in mathematics, with a
minor in computer science, from Framingham State College.
Michele Goetz
16. Data challenges occur when shifting from
firm centric to customer centric
November 2012 “How Analytics Drives Customer Life-Cycle Management”
Need to identify data that supports marketing, sales, service
and care in all engagement points
18. The insight path calibrates data quality
to what matters…
•Untethered
•Correlation
Exploration
•Structured
•Causal
Discovery
•Standard-
ized
•Drill-down
Answers
•Segmented
•Event
Influence
•Conversion
•Metrics
Performance
•Value
•Segmented
Open
Strategy Operations External
Data Quality Data QualityData Quality Data Quality
Good Enough Perfection
21. Pet Care Company: There is no silver bullet
technology for a complete view of the
customer…
Challenge: Lack of a 360
view impacting customer
experience strategy
• Unable to see behavior
across multiple touch-
point channels
• Inconsistent data
• Poor data quality
• Time to insight
Silver Bullet: Master Data
Management Solution
• Integrate customer data
• Improve quality
Real Challenge: Lack of
access
• Resource bottleneck
• Access to only one data
source when multiple
existed
•Aggregate
data
•Self-service BI
•Feed insight to
CRM
Access
•Business
Glossary
•Data
Cleansing
•Master Data
Management
Quality
•Analytic tools
•Flexible data
platform
•Closed-loop
Analytics
22. • Aggregate
data
• Self-service
BI
• Feed insight
to CRM
Access
• Business
Glossary
• Data
Cleansing
• Master Data
Management
Quality
• Analytic tools
• Flexible data
platform
• Closed-loop
Analytics
27. What it Means
› Go Beyond Sexy Reports – close the
loop between insight and engagement
› Continuous Optimization - View of a
customer is always in flux
› Context is Everything – think x-
channel data quality
› Solve the Business Pain – lead data
investment by insight need, not
technology