Retailers and Data from DRS, 7.28.14

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Jonathan Ricard from Signal (formerly BrightTag) presentation from Digiday Retail Summit, 7.28.14

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  • Probing Questions:

    What are you hoping to get out today’s meeting?

    What challenges do you hope we can help you overcome as marketers?

    Please walk us through your existing approach to using customer data for marketing success?

    If we can help, do you have organization alignment to move forward and solve these challenges?

    How is your organization set up? Silos or combined marketing functions

    What organization owns customer segmentation and CRM data?

    What organizations owns Display media?

    Do you have an omni-channel marketing focus, or silos?

    Is this TMS or Fuse? Cross channel or web focused?
    How do you leverage…
    Retargeting
    CRM data
    Segmentation
    Mobile web, mobile app

    Do you use a DMP? Ad Networks? DSPs?
  • Probing Questions:

    What are you hoping to get out today’s meeting?

    What challenges do you hope we can help you overcome as marketers?

    Please walk us through your existing approach to using customer data for marketing success?

    If we can help, do you have organization alignment to move forward and solve these challenges?

    How is your organization set up? Silos or combined marketing functions

    What organization owns customer segmentation and CRM data?

    What organizations owns Display media?

    Do you have an omni-channel marketing focus, or silos?

    Is this TMS or Fuse? Cross channel or web focused?
    How do you leverage…
    Retargeting
    CRM data
    Segmentation
    Mobile web, mobile app

    Do you use a DMP? Ad Networks? DSPs?
  • Data Scientist. Harvard Business Review.

    I know this came out a few months, ago – but the Call of Big Data has only intensified.
  • Chalkboards. Slide Rules. Tweed Jackets and Elbow Patches.

    The Amount of Data my be new, and the techniques may be evolving….but Marketers have learned the power of data, and invested millions over the last 30 years to collect it store it, model it to drive insight into how we value and message our customers. You have SILOS FULL OF IT.

    In this case – the lifetime value calculation might be biased.
  • Second Screen Behaviors…now this could get interesting. How do you take advantage of this insight. What can you do to improve results.

    Can you connect those behaviors? Personalize? Measure? Target?
  • Probing Questions:

    What are you hoping to get out today’s meeting?

    What challenges do you hope we can help you overcome as marketers?

    Please walk us through your existing approach to using customer data for marketing success?

    If we can help, do you have organization alignment to move forward and solve these challenges?

    How is your organization set up? Silos or combined marketing functions

    What organization owns customer segmentation and CRM data?

    What organizations owns Display media?

    Do you have an omni-channel marketing focus, or silos?

    Is this TMS or Fuse? Cross channel or web focused?
    How do you leverage…
    Retargeting
    CRM data
    Segmentation
    Mobile web, mobile app

    Do you use a DMP? Ad Networks? DSPs?
  • Probing Questions:

    What are you hoping to get out today’s meeting?

    What challenges do you hope we can help you overcome as marketers?

    Please walk us through your existing approach to using customer data for marketing success?

    If we can help, do you have organization alignment to move forward and solve these challenges?

    How is your organization set up? Silos or combined marketing functions

    What organization owns customer segmentation and CRM data?

    What organizations owns Display media?

    Do you have an omni-channel marketing focus, or silos?

    Is this TMS or Fuse? Cross channel or web focused?
    How do you leverage…
    Retargeting
    CRM data
    Segmentation
    Mobile web, mobile app

    Do you use a DMP? Ad Networks? DSPs?
  • Well. We Have Lot’s Of Mailboxes.

    No Matter How Cool The Mailbox…It’s still slower than Real Time Streaming.

    You need better pipes to take advantage of your insights and data to drive outcomes
  • There is a cost to being slow. Milliseconds count, and batch processes that take days to sync data between your partners isn’t going to work.
  • Probing Questions:

    What are you hoping to get out today’s meeting?

    What challenges do you hope we can help you overcome as marketers?

    Please walk us through your existing approach to using customer data for marketing success?

    If we can help, do you have organization alignment to move forward and solve these challenges?

    How is your organization set up? Silos or combined marketing functions

    What organization owns customer segmentation and CRM data?

    What organizations owns Display media?

    Do you have an omni-channel marketing focus, or silos?

    Is this TMS or Fuse? Cross channel or web focused?
    How do you leverage…
    Retargeting
    CRM data
    Segmentation
    Mobile web, mobile app

    Do you use a DMP? Ad Networks? DSPs?
  • Probing Questions:

    What are you hoping to get out today’s meeting?

    What challenges do you hope we can help you overcome as marketers?

    Please walk us through your existing approach to using customer data for marketing success?

    If we can help, do you have organization alignment to move forward and solve these challenges?

    How is your organization set up? Silos or combined marketing functions

    What organization owns customer segmentation and CRM data?

    What organizations owns Display media?

    Do you have an omni-channel marketing focus, or silos?

    Is this TMS or Fuse? Cross channel or web focused?
    How do you leverage…
    Retargeting
    CRM data
    Segmentation
    Mobile web, mobile app

    Do you use a DMP? Ad Networks? DSPs?
  • Retailers and Data from DRS, 7.28.14

    1. 1. Cut through the noise. www.signal.co Retailers and Data
    2. 2. Retailers and Data
    3. 3. We used to have a different name…. Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved.
    4. 4. A Question For The Audience Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved. 1 2 BIG DATA + PROFITX = 3
    5. 5. Harvard Business Review: Sexiest Job Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved.
    6. 6. Of Course – We’ve Been Here Before Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved.
    7. 7. More Relevant Insights Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved. Source: Nielsen Connected Devices Report, Q3:13. Note: Data gathered from USA general population sample 13+ years old with 9,448 respondents who own a Tablet, e-Reader, Smartphone, or Streaming 97 Capable Device. Study conducted in 9/13.
    8. 8. Competitive Advantage comes from... Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved. Learn about your customers faster than your competitors 1 2 Put that learning into action faster than your competitors
    9. 9. X = Action. In Real Time. Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved. 1 2 BIG DATA + ACTION = PROFIT 3
    10. 10. Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved. Batch Mode We Need To Improve The Foundation Real Time
    11. 11. BRIGHTTAG Data Driven Marketing Success Isn’t Just… MORE TERABYTES MORE HADOOP MORE ANALYTICS Insight Must Drive Actions
    12. 12. So What The Heck Do We Do? Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved. Link Cross Channel Consumer Engagement1 2 Improve Your Action/Reaction Time
    13. 13. 8/1/2014 Confidential property of Signal. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose without Signal's prior written authorization. © 2014 Signal. All Rights Reserved. “When we decided to conduct a vendor bake-off, Signal saved us three months of work. The platform’s versatility and ease-of-use, coupled with the expertise of Signal’s team, enabled an A/B test that resulted in a $500,000 lift in customer lifetime value over the course of a year. We’re excited to continue working with Signal to take our cross-channel marketing efforts to the next level.” - Eric Hergenrader, Senior Data Analyst
    14. 14. powers real-time marketing activities across channels – driving more sales through improved efficiency and optimization
    15. 15. Cut through the noise. www.signal.co Thank You

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