Leveraging the Power of Real-Time Data
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The document discusses how companies can leverage real-time customer data across channels to improve engagement. It describes how a customer data platform can integrate first-party data from all channels into a single unified view. This allows companies to build customer profiles and automate audience segmentation, personalization, and cross-channel marketing campaigns in real-time. Case studies demonstrate how businesses have used these capabilities to improve cyber security, user privacy, data management, and cross-channel conversions.
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Leveraging the Power of Real-Time Data
- 2. Leveraging the Power of Real-Time Data Jeff Lunsford, CEO of Tealium © 2015 Tealium Inc. All rights reserved. | 2 2
- 3. © 2015 Tealium Inc. All rights reserved. | 3 3 Atmospheric Marketing Engage Everywhere To fuel growth and achieve best-in-class results, companies must engage customers at every point • Collect visitor interaction data across every channel and device • Be able to act on that data in real-time to improve engagement and conversion rates
- 4. Atmospheric Marketing How do you create it? © 2015 Tealium Inc. All rights reserved. | 4 4 Combined, clean, normalized, all in one place, ready for rules, predictive models and action. Enrichment data, segmentation data, other metrics and metadata All first-party data
- 5. First-Party Data Using what you know © 2015 Tealium Inc. All rights reserved. | 5 5
- 6. Fragmented Customer View - http://bluekai.com/registry/ © 2015 Tealium Inc. All rights reserved. | 6 6
- 7. How Do We Solve This? © 2015 Tealium Inc. All rights reserved. | 7 7
- 8. © 2015 Tealium Inc. All rights reserved. | 8 8 The Customer Data Platform Audience CDP Action
- 9. Four Critical Building Blocks Customer Data Platform © 2015 Tealium Inc. All rights reserved. | 9 9 Data Layer Audience Profiles Audience Actions Audience Analytics
- 10. © 2015 Tealium Inc. All rights reserved. | 101 Unified Customer View The Best View First-party, real-time, cross-channel
- 11. Real World Use Cases © 2015 Tealium Inc. All rights reserved. | 111 • Cyber Security Top U.S. Bank • User Privacy Healthcare.gov • Single Source of Data Lincoln Financial Group • Integrated View Greenstone • Cross-Channel Marketing American Eagle
- 12. Cyber Security Top Five U.S. Bank © 2015 Tealium Inc. All rights reserved. | 121 No new marketing tech in years due to Infosec concerns Tealium iQ provides balance of security and agility
- 13. User Privacy Healthcare.gov © 2015 Tealium Inc. All rights reserved. | 131 Allows team to optimize and measure, and honor user privacy Applauded by privacy advocates
- 14. Single Source Lincoln Financial Group © 2015 Tealium Inc. All rights reserved. | 14 Single point of data flow: Data Supply Chain Helping financial planners to be more effective with AudienceStream profiles
- 15. Integrated View Greenstone (AUS) © 2015 Tealium Inc. All rights reserved. | 151 Omnichannel profiles enable real-time engagement Quote abandonment and campaigns now span all channels
- 16. Cross-Channel American Eagle © 2015 Tealium Inc. All rights reserved. | 161 Reserve online, collect in store Provide new conversion option for digital shoppers Expands POS upsell potential with product browse history
- 17. In Summary Key Takeaways © 2015 Tealium Inc. All rights reserved. | 171 • Value of real-time • Value of control and security • Value of action
- 18. Build Your Own Marketing Cloud™ - - - - Ad Serving - - Ad Serving - - - - - - - Affiliate Mktg. Analytics Analytics - Analytics Analytics - Perf. Analytics Analytics A/B Testing - - - - - - A/B Testing - - - - - - - Attribution - - CRM CRM - CRM - CRM Email Marketing Email Marketing Email Marketing Email Marketing - Email Marketing - Email Marketing DMP DMP DMP DMP - - DMP DMP - - - - - E-Commerce - E-Commerce - - - - - - - Retargeting - - - Mktg. Auto. - - - Mktg. Auto. Social - Social Social - - - Social Tealium Customer Data Platform 1000s of best-of-breed point solutions
- 19. Thank You jeff@tealium.com @lunk18 © 2015 Tealium Inc. All rights reserved. | 191
Editor's Notes
- Here at Tealium, we’re focused on delivering the Holy Grail of Digital Marketing. We believe that the future of Digital Marketing demands that we deliver on four major pillars. Data must be real-time and actionable, profiles have to be cross-device and omnichannel and, most importantly, we have to unify our marketing efforts. Ultimately Absolute Data Ownership makes this possible.
- You need a unified view of your customers in a neutral, cross-vendor platform
- Large financial institution (Wells Fargo) Bank had not added a new tech to site in years for infosec reasons. Tealium gives ability to deploy data governance and control over their sites while giving marketers more power to interact with customers.
- Recently, HealthCare.gov announced that it would honor a user’s Do Not Track browser setting for digital advertising tools and launched a new Privacy Manager that gives consumers an easy to use and powerful tool to control their privacy settings. The implementation of both Do Not Track and the new Privacy Manager are features of the Tealium iQ tag management system. Tealium iQ provides HealthCare.gov with the ability to enable their end users to not only prevent third-party tools from collecting data, but actually prevent the third-party code from running on the page at all. This provides far more privacy protection for users than disabling cookies alone, because it effectively removes the third-party tool from HealthCare.gov if a user is opted out. And best of all, they’re able to offer consumers this powerful functionality with just a couple of clicks. For Do Not Track (DNT), this particular implementation is somewhat unique and offers protection beyond the DNT setting alone. Without this implementation, the DNT flag must be honored by each and every third-party vendor an organization might be using to prevent tracking – something that not all third-party vendors currently do. But the HealthCare.gov implementation of DNT, using Tealium iQ, recognizes the setting in the user’s browser and therefore doesn’t load the third- party tools at all, removing the individual vendor’s DNT practices from the equation entirely. This solution gives a consumers with the DNT setting an automated and extremely effective way to have their privacy preferences honored while on HealthCare.gov.
- Lincoln Financial Group uses Tealium to create single point of data control from data flowing from client-browser to their vendors databases. They are also using AudienceStream to send information regarding which advisors are using their wealth planning illustration tools to the LFG sales team, whose job it is to help these financial planners be more effective. They create profiles for financial planners using AudienceStream.
- Greenstone specialises in the design, marketing, distribution and administration of personal insurance products. With four online brands to manage and rapidly increasing number of leads coming from digital, financial services organisation Greenstone (formerly Hollard Financial Services) is leveraging Tealium/a customer data platform as the foundation of their digital business. Having a single source of data means consistent data driving every channel so Greenstone can build consistent customer experiences across channels like retargeting, email and social. It also means it’s easier to consolidate outcomes from each channel into a cohesive customer profile, enabling real-time action. Lines have been blurred between their lines of business. Customers don’t see a difference between interacting with brand over Twitter, live chat or in person. Expect same level of service across all channels. Support and live chat have evolved from single point solutions for one line of business to concierge experience across all lines of business. If a customer starts a live chat session, they don’t know if they need help with an existing account or claim or if they are a new prospect. Their ‘support’ team needs to know how to handle all circumstances and to have a 360 degree view of the customer. All of these interactions create new data about the customer and that data is quickly shifting between channels and devices. Tealium allows Hollard to start building a common definition of a customer that can be shared between teams and technologies. Integrating Hollard’s digital marketing stack with a single view of the customer was the goal of Tealium but they found that Tealium also enabled them to work more closely with and across internal teams. Since their technologies started to speak the same language, so could their employees. Hollard is now able to leverage the knowledge and resources in their CRM group, which was previously disconnected from their digital team. Finally, Tealium is enabling Hollard to track customers that previously went off into dark spots of their web site. Through visitor stitching, Hollard is able to connect an anonymous user that was nurtured in the digital channel to a converted customer across all channels, which helps Hollard recognize what’s working and what is not.
- Reserve Online, Collect In-Store User goes to AE online property, user’s relevant web data passed to POS, products displayed for potential up-sell at POS Previously, there was: No way to stitch together customer data across channels No link between traditional brick and mortar shoppers that browse online and purchase in-store No way to take real-time action on customer data After implementing CDP, American Eagle was able to power an entirely new shopping experience through the ability to stitch together data across online and offline systems. Created a customer profile across multiple engagement channels, gained ability to take action across platforms at customer level.
- Build Your Own Marketing Cloud! By giving our clients the unique advantage of choosing best of breed solutions across the entire digital marketing landscape we unify ALL of their marketing efforts both today and tomorrow. Bring any vendor any time into your marketing cloud and immediately tap into a correlated actionable set of real time data! This is Unified Marketing, any and all vendors tapping into a single source or rich visitor and event level data that is defined by you.