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Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
Customer Engagement and Marketing Automatoin
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Customer Engagement and Marketing Automatoin

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All customer engagement is data driven, but how can you set the stage for using marketing automation to nurture that engagement?

All customer engagement is data driven, but how can you set the stage for using marketing automation to nurture that engagement?

Published in: Marketing, Business, Technology
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  • 1. 4/28/2014 1 Advancing and Protecting The Importance of Consumer Trust to Effective Engagement Stephanie Miller @stephanieSAM May 2014 Responsible Data-Driven Marketing State of the Industry Marketers are investing in: Customer engagement Mobile marketing Data governance Marketing analytics Advanced technology (automation, data & campaign management) Source:  DMA Quarterly Business Review (thedma.org/research)
  • 2. 4/28/2014 2 The Wheel of Terror Loyalty and Trust are Essential 12 25mm 18% Average US Household is  enrolled in 12 loyalty  programs. Sources:  Colloquy, 2013; Epsilon 2014;  Teradata study 2013  Members of the Hilton  HHonors program Global marketers who  said they have a holistic  view of their  customers.
  • 3. 4/28/2014 3 Not all data is created equally. The Challenge » Getting the insights. » Taming the insights. » Applying the insights. » Attributing the response. » Prioritizing the testing. » Applying the learnings. » Lather, rinse & repeat.
  • 4. 4/28/2014 4 Customer Journey Mapping Good looking, Timely, Delicious
  • 5. 4/28/2014 5 The raw material of effective marketing
  • 6. 4/28/2014 6 The Data-Driven Marketing Economy $156 billion | 675,000 jobs 70% Due to exchange of data across the ecosystem ($110B) Source: DDMI, Value of Data, Oct 2013,  www.thedma.org/valueofdata With great power, comes great responsibility. -Uncle Ben
  • 7. 4/28/2014 7 » That privilege is under attack. Strong data stewardship is a pre-requisite for continued access to the data we need. Access to Consumer Data is a Privilege It’s up to us: »A successful self- regulated business environment begins with effective self-regulation
  • 8. 4/28/2014 8 Consumer Trust Checklist Audit your practices against the DMA Ethical Guidelines (thedma.org/compliance) Train your team in data governance and talk to suppliers. (DMA can help! dmaeducation.org) Start a conversation about data stewardship internally. “Lean in” and lead. Ensure your data privacy and security readiness. Increase transparency around your practices for consumer notice & choice. Tweetable Takeaways 1. Trust is the foundation of customer engagement in data-driven marketing. 2. Marketers believe in data-driven marketing. Do you? Prove it by responsible practices. 3. Data stewardship is job one for every marketer.
  • 9. 4/28/2014 9 Advancing and Protecting Thank you! Responsible Data-Driven Marketing @stephanieSAM smiller@the‐dma.org

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