Gib BassettGlobal Program Director forConsumer Goodsgib.bassett@teradata.comTwitter: @gibbassettTim ShawSenior Industry Co...
2 4/16/2013 Teradata ConfidentialFirst, recalling last year…
3 4/16/2013 Teradata Confidential Why knowing the “path topurchase” is more importantthan ever That the “path” is about ...
4 4/16/2013 Teradata Confidential
5 4/16/2013 Teradata ConfidentialThe Supermarket
6 4/16/2013 Teradata Confidential“Connected Shopping” now the Norm
7 4/16/2013 Teradata ConfidentialZero Moment of Truth
8 4/16/2013 Teradata Confidential
9 4/16/2013 Teradata Confidential• Consumers repeatedly buy the same 150 items to satisfy 85percent of their needs• 70 per...
10 4/16/2013 Teradata Confidential• CPGs are staffedwith consumer andcustomer insightteams andincreasinglymaking them apri...
11 4/16/2013 Teradata ConfidentialEvolution To Enterprise ViewConsumerDataConsumerData+SalesAnalysis+CustomerAnalysis+Prof...
12 4/16/2013 Teradata ConfidentialValueConsumerData+SalesAnalysis+CustomerAnalysis+ProfitabilityAnalysis+InventoryAnalysis...
13 4/16/2013 Teradata ConfidentialCreate to Consumer Visibility:What it looks like + What it buys youUnified Data Architec...
14 4/16/2013 Teradata ConfidentialSo, Where Do We Start?ConsumerEngagement• Channelexplosion• Expectation ofrelevancy• Var...
15 4/16/2013 Teradata ConfidentialStages of Marketing SophisticationBroadcast yourmessage andthey will comeSTAGE 1MASSMARK...
16 4/16/2013 Teradata ConfidentialIntegrated Consumer Marketing:Teradata’s Solution Framework ApproachMarketing AnalyticsM...
17 4/16/2013 Teradata ConfidentialCritical Role of Master Data Management• Multiple sources require harmonization and stan...
18 4/16/2013 Teradata ConfidentialThe Holy Grail – Consumer Insights
19 4/16/2013 Teradata ConfidentialIntegrate, Engage, AnalyzeThrough integration, analytics, and acting on the data you ach...
20 4/16/2013 Teradata ConfidentialPlan & Initiate Your Marketing CampaignsAMS – Aprimo Marketing Studio allowsmarketing us...
21 4/16/2013 Teradata ConfidentialTarget Customers By Segment and PlannedInteraction ChannelARM – Aprimo Relationship Mana...
22 4/16/2013 Teradata ConfidentialExecute “Dialog Strategies” - Not Just Mailings• Joe researches Shaving & Skin Care…− Mu...
23 4/16/2013 Teradata ConfidentialCoordinating all the touch points…whichmessage gets sent? When?Buy 2 for 1Pre-mail tease...
24 4/16/2013 Teradata ConfidentialExample: Consumer DialogueStep 1: Emailabout a newproductStep 2: Consumers who didn’tope...
25 4/16/2013 Teradata ConfidentialThe Holy Grail – Consumer Insights
26 4/16/2013 Teradata ConfidentialAchieving Consumer InsightUnified Data ArchitectureConsumer Data• Opt in Marketing• Camp...
27 4/16/2013 Teradata Confidential“Create to Consumer” Use Cases
28 4/16/2013 Teradata Confidential> Relate known consumersto buying centers to focusin-store marketing andmeasure influenc...
29 4/16/2013 Teradata Confidential> Bring added value toretailers with consumerprofiles related to storebuying centers to ...
30 4/16/2013 Teradata Confidential> Test product andpackaging ideas withbrand champions that canthen be called upon toendo...
31 4/16/2013 Teradata ConfidentialAt Scale!For millions of consumersDozens of brandsThousands of channelsExpansive SupplyN...
32 4/16/2013 Teradata ConfidentialClosing Thoughts• Consumer relationships must become a core competency –they are not out...
33 4/16/2013 Teradata ConfidentialConsumer Insight as a ServiceTeradata Consumer Warehouse> Data capture and/or loading– D...
34 4/16/2013 Teradata ConfidentialConnected Consumer White PapersThe ConnectedConsumerConsumerFirstThree Steps to Optimizi...
35 4/16/2013 Teradata ConfidentialSolution MaterialsScan to download the PDFAprimo RelationshipManagerAprimo MasterData Ma...
36 4/16/2013 Teradata ConfidentialQ&A
Upcoming SlideShare
Loading in …5
×

2013 Teradata Marketing Summit Presentation: Create to Consumer Visibility

1,594 views

Published on

Channels such as social media and mobile present new ways for manufacturers to interact with their consumers and shoppers yet doing so most effectively requires a focus on rich insights fueling interactions along the circuitous path to purchase.  The digital breadcrumbs left by consumers and shoppers are of a variety and velocity that begs for big data platforms capable of making sense of multi-structured data at a pace matching the busy lifestyle of Connected Consumers.  Ultimate value is unleashed when such a foundation integrates data from all sources – marketing, sales and operations – providing “create to consumer” visibility at less cost while ensuring accuracy and just in time decision support to stakeholders across the enterprise.

Published in: Technology
1 Comment
0 Likes
Statistics
Notes
  • http://www.dbmanagement.info/Tutorials/TeraData.htm
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
1,594
On SlideShare
0
From Embeds
0
Number of Embeds
103
Actions
Shares
0
Downloads
0
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide
  • Abstract: Channels such as social media and mobile present new ways for manufacturers to interact with their consumers and shoppers yet doing so most effectively requires a focus on rich insights fueling interactions along the circuitous path to purchase.  The digital breadcrumbs left by consumers and shoppers are of a variety and velocity that begs for big data platforms capable of making sense of multi-structured data at a pace matching the busy lifestyle of Connected Consumers.  Ultimate value is unleashed when such a foundation integrates data from all sources – marketing, sales and operations – providing “create to consumer” visibility at less cost while ensuring accuracy and just in time decision support to stakeholders across the enterprise.
  • First, recalling our presentation from last year’s Summit…we kicked off by showing a Google-produced infographic illustrating the “connectedness” of today’s consumers. Then, as now, the trend is only increasing as more and more consumers own smartphones and tablets, and use these to communicate on the go with their friends, social networks, brands and retailers. We talked about how because of this trend, many CPG companies were moving to embrace direct digital marketing as part of their mix, in some cases at the expense of traditional media. We talked about how Teradata offers solutions for helping CPG marketers understand and engage their consumers and shoppers to fuel insights and drive sales.
  • This year we take the conversation beyond the realm of digital and consumer marketing, to a viewpoint inclusive of all the data available within and outside the Consumer Products company. The shopper’s path to purchase can best be understood and influenced when analytics inform not just marketing but sales and operational functions – and this takes literal “create to consumer” visibility. It is then that breakthrough value and competitive advantage are achieved.
  • The 80/20 rule – a great rule of thumb that applies as much to the Consumer Products industry as any (in fact, maybe more when you consider that a very small percentage of shoppers – around 3 percent – drive 80 percent of volume in the first year of a new product). For our presentation today, we’re using it to show the drastic change in the influence that the retail store environment has on product purchase behavior.
  • Old way of shopping, where 80 percent of purchase decisions could be influenced inside the store. Notice how no one in this photo is checking their mobile phone – because it’s the 1960s. Things have changed.
  • Today’s shoppers by contrast have decided with some 80 percent confidence in the shopping list before they enter the store, and even when in the store mobile, social media and web communication channels connect the shopper to information, their households/friends/families and even the store (via purchase as shown) in ways never in the past possible. It challenges both manufacturers and retailers to “crack the code” of today’s transient shopping list – making path to purchase visibility a must. For retailers, “showrooming” has become the challenge, for manufacturers (especially food) it’s about “getting on the list.”
  • Shopper behavior has given rise to an idea called “the zero moment of truth,” coined by Google and the topic of a book by the same name. ZMOT describes consumer behavioral change relative to the CPG industry’s long-held focus on a “first moment of truth.” It illustrates how the purchase journey is no longer a predictable, linear process but rather one facilitated and influenced by the web, mobile and social channels.The term “First Moment of Truth" (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store's shelf.This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted -- and others believed -- that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time.While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. This phenomena is what Google calls ZMOT.
  • This infographic brings it home, showing the stages of the buying process and the influences affecting movement throughout the process. The process may be linear but the path is definitely not. Understanding the path for each of your consumers and using this insight to inform a personal relationship with each is becoming table stakes for CPGs competing for both scarce wallet share and also mind share – there’s simply so much stimuli in the consumer’s environment that only the smartest marketers – armed with the best data and analytics – will break through.
  • Understanding how consumers make shopping decisions is more important than ever. It’s a fundamental insight needed to compete and win, otherwise price becomes the focal point of everything – the price the manufacturer charges to the retailer and the price paid by the consumer. Consumer products companies must figure out ways to add value other than price. Otherwise they risk succumbing to the realities facing today’s CP companies.
  • With respect to “cracking the code,” it’s a good news/bad news situation for most companies.Good that virtually all CPGs have staffs of consumer and customer insights professionals and their companies acknowledge the value and power of the consumer today.Bad that few of those teams have access to detailed transaction details across all of their customer trading partners, let alone access to the rich mine of consumer data generated and often managed by third parties such as agencies and marketing services companies.
  • The end state could look something like this, with every critical business function informed with one version of the truth. In Teradata parlance, we call the backbone our Unified Data Architecture, or UDA. The UDA serves to collect and integrate all data sources, and provide analytics to the entire organization.
  • Starting with “the consumer” and marketing, we talk about focusing on three key areas – consumer engagement, actionable insight and accountability. Every company is at a different stage of development within each of these three pillars. All have the opportunity to leverage data and analytics to understand the path to purchase and use these insights to inform all of the marketing levers available to drive desirous shopper behavior.
  • As we progress through the various stages of marketing sophistication, it’s important to use digital marketing effectively.Click 1:some brands may be more suited to mass marketing, while others will want / need to have the 1:1 relationship with the consumer. Click 2:likewise, there is consumer data that varies which will dictate how we communicate with consumers.The channel of communication may vary by brand, as well. Some consumers have only a shared street address, some will prefer email, while others want MMS.The channel will vary by consumer & by brand & potentially even by communication. In any case, the timing of relevant, coordinated communications is paramount, regardless of channel.Click 3: Digital channels are available today to capitalize on – in the short term – given the stage of marketing sophistication. Mobile marketing & ecommerce can help drive more interactive conversations, and to reach the consumer before they make their decision to buy. Plus, as new channels come online – as technology evolves –they can be leveraged without changing the underlying CRM system.Click 4: box disappears; not contentClick 5: Finally, consumers are changing as well. You want to keep the relationship with all consumers through all their life-stages -whether you’re a grandmother, a new mom, a family of 4, a 12-yr old girl, or the young adult going off on their own for the first time – CPG multi-brands have products/solutionsthat fit a life stage. Click 6: You are able to have one relationship with the consumer – but vary communication by brand, by communication channel, and consumer life-stage. From the novice marketer to the sophisticated analyst; for the masses through to the interactive conversations – Teradata enables this vision globally for all brands & all consumers.We are the leader in consumer marketing solutions, delivering 1:1 relationships for industry leaders worldwide (naming a few: Travelocity, Metro Group, British Airways, Bank of America, Verizon).
  • The framework to power direct consumer relationships looks like this.Teradata’s best in class data management capabilities via the UDA enable the CPG IT organization to capture all data within and outside the business, then make it available to power analytics, serve the marketing operations function and drive direct consumer and shopper engagement.This complete “marketing system” leverages also Teradata applications for both Campaign Management and Marketing Resource Management to engage consumers thru their preferred channels. In the process data is generated, both voluntarily by consumers but also system-generated data on consumer actions, and all is fed back into the system to continually tune the entire process.
  • Idea here is to emphasize the MDM challenge involved with obtaining and integrating data sources in many formats from many different agencies, based on many different brands and campaigns globally.This explains how we are solving for the MDM problem with one of the largest global CPGs that is engaging its consumers in the very way we have been talking about today.
  • Idea here is to show the depth and variety of consumer data sources we are talking about. Also highlight how these data points are not always constant and are generated/used at different points in the shopping process within and outside the store. It’s dynamic data, continuously changing.
  • Idea here is to show a simple diagram of the marketing process that “puts the integrated consumer data to use,” but also continuously builds upon and improves that data through a closed loop process aimed at creating brand affinity with analytics around lifestage.
  • Idea here is to begin a simple illustration of the “how” around the Campaign Management capabilities of Teradata Applications as they relate to leveraging and contributing to integrated consumer insights.
  • They enter the campaign at different timesThey progress through the dialog at their own pace via different routes, based on their particular needs and preferencesThey progress based on when THEY respond to each step, not in waves determined by pre-programming
  • This example shows how the engagement process collects response and campaign effectiveness data on an individual basis, that can be paired with the profile of the targeted consumer. That profile is further enhanced by data collected and/or updated voluntarily by the consumer when information is requested as part of offer redemption, promotion participation or survey response. The totality of data can be used in segmentation, response modeling, predicted best next offer, and personalized messages or offers.
  • Idea here is to show the depth and variety of consumer data sources we are talking about. Also highlight how these data points are not always constant and are generated/used at different points in the shopping process within and outside the store. It’s dynamic data, continuously changing.
  • Idea here is to show the slice of the complete Create to Consumer view addressed by Consumer Insights as a Service, that is completely leverageable into the broader value proposition (Applications and Analytics) because the Consumer Engagement (Teradata applications) is part of the Teradata database (and its LDM, which is extensible into all the other subject areas and can be integrated with Aster for Discovery and if necessary Hadoop). We make it easy to begin this journey.
  • For Marketing, a complete “create to consumer” view could…
  • For the Sales organization, a complete “create to consumer” view could…
  • For your Factory and Distribution Operations functions, a complete “create to consumer” view could…
  • And do it all at scale, across all your consumers, for all your brands and retail partners, and across your supplier network.
  • This is a summarization of the “how” as it relates to beginning the journey to Create to Consumer visibility by way of a Teradata solution (Consumer Insight as a Service). Teradata recognizes that most manufacturers are accustomed to outsourcing brand and digital marketing to specialized agencies. This solution reigns in the data created as part of their activities, marries it with spend and planning data in addition to other sources available such as POS transactions, then provides the integrated foundation to anyone inside or outside the company (like agencies) to engage consumers in a consistent experience. The overall effect is a more competitive company that achieves more value from its agency relationships while providing rich consumer insights to anyone in the company (not just marketing).
  • 2013 Teradata Marketing Summit Presentation: Create to Consumer Visibility

    1. 1. Gib BassettGlobal Program Director forConsumer Goodsgib.bassett@teradata.comTwitter: @gibbassettTim ShawSenior Industry Consultant,Consumer Goodstim.shaw@teradata.comTwitter: @shawfiveCREATE TO CONSUMERVISIBILITY IN THE ERA OFCONNECTED CONSUMERS
    2. 2. 2 4/16/2013 Teradata ConfidentialFirst, recalling last year…
    3. 3. 3 4/16/2013 Teradata Confidential Why knowing the “path topurchase” is more importantthan ever That the “path” is about digitaland so much more A methodical and quick tovalue approach to achieving“create to consumer” visibilityWhat to expect from this presentation
    4. 4. 4 4/16/2013 Teradata Confidential
    5. 5. 5 4/16/2013 Teradata ConfidentialThe Supermarket
    6. 6. 6 4/16/2013 Teradata Confidential“Connected Shopping” now the Norm
    7. 7. 7 4/16/2013 Teradata ConfidentialZero Moment of Truth
    8. 8. 8 4/16/2013 Teradata Confidential
    9. 9. 9 4/16/2013 Teradata Confidential• Consumers repeatedly buy the same 150 items to satisfy 85percent of their needs• 70 percent of households prepare meals at home and chooserepeatedly from just 9 recipes• 2 percent of shoppers account for 80 percent of volume for a newproduct in its first year• Retail private label market share growing at national brandexpense• Trade promotion expense out of control• E-Commerce direct sales good, but not the answer• Gov’t regulation promises need for unprecedented traceabilityCracking the Code is Critical!
    10. 10. 10 4/16/2013 Teradata Confidential• CPGs are staffedwith consumer andcustomer insightteams andincreasinglymaking them apriority• More CPGsrecognize thepower of directdigitalcommunicationchannels to collect,analyze andleverage consumerdataThe Good News / Bad News• Customer (retail)partner insightteams limited toaggregate salesdata, no consumerdata• No datamanagementstrategy tocapture, integrateand leveragedetailed consumer,sales, andproduction data• Consumermarketing data notcaptured,sometimes noteven yet “owned”The GoodThe Bad
    11. 11. 11 4/16/2013 Teradata ConfidentialEvolution To Enterprise ViewConsumerDataConsumerData+SalesAnalysis+CustomerAnalysis+ProfitabilityAnalysis+InventoryAnalysisCustomerDataFinancialDataSupplierDataSalesDataSalesDataSalesDataSalesDataCustomerDataCustomerDataFinancialDataConsumerDataConsumerDataConsumerDataConsumerDataBusinessValue The Superior Business Value ofCentralized, Integrated Detail Data
    12. 12. 12 4/16/2013 Teradata ConfidentialValueConsumerData+SalesAnalysis+CustomerAnalysis+ProfitabilityAnalysis+InventoryAnalysis$MillionsPotentialValueCustomerDataFinancialDataSupplierDataSalesDataSalesDataSalesDataSalesDataCustomerDataCustomerDataFinancialDataBusinessValue…the Business ValueCompounds ExponentiallyConsumerDataConsumerDataConsumerDataConsumerDataInvestmentWhile the integrated data investmentincreases incrementally…ConsumerDataBusinessValue The Superior Business Value ofCentralized, Integrated Detail Data
    13. 13. 13 4/16/2013 Teradata ConfidentialCreate to Consumer Visibility:What it looks like + What it buys youUnified Data ArchitectureConsumer Data• Opt in Marketing• Campaigns• Demographics• Preferences• Social Media• Web/e-Commerce• Mobile• Contact Center• Panels• Third PartyCustomer/TradePartner Data• All Retailer POSTransaction Details• Trade Promotion Spend• Shopper MarketingSpend• Brand Paper and DigitalCoupons• All Loyalty Card Data• Syndicated Data• Pricing DataOperations &Distribution Data• Detailed ERP Data• Demand and ForecastData• Inventory Data• Shipping Data• Supplier Cost DataR&D• Ideation• Test market• Design• PackagingMarketing• Marketing mix• Hyper local• A/B testing• Relevance• ROISales/Trade Partners• Value based tradepromotion• Pricing for maximummargin and volume• On shelf availability• Shopper marketingBrand• Consumerand shoppersentiment• SalesperformanceProduction & Supply Chain• Demand driven supply• Tooling and materials• Distribution logisticsApplications and Analytics
    14. 14. 14 4/16/2013 Teradata ConfidentialSo, Where Do We Start?ConsumerEngagement• Channelexplosion• Expectation ofrelevancy• Variety ofconversationsActionableInsight• Complexity ofdata• Move fromdata toinsight• Make insightactionableAccountability• Align spendto channel• Justify spend• Maximizespend acrosschannels
    15. 15. 15 4/16/2013 Teradata ConfidentialStages of Marketing SophisticationBroadcast yourmessage andthey will comeSTAGE 1MASSMARKETINGBroadcastyour messageto a specificsegmentSTAGE 2SEGMENTMARKETINGExploratory Analysis and Mass Communications Actionable Analysis and Monologue CommunicationsPredictiveanalysis andsegment-focusedcommunicationsSTAGE 3TARGETMARKETINGPersonalizedcommunicationbased on individualbehavior patternsSTAGE 4CONSUMER-DRIVENCOMMUNICATIONIterative andprogressivecommunicationsacross allchannelsSTAGE 5INTERACTIVECONVERSATIONSMulti-channel, Event-driven, consumer Managed RelationshipsEvent-Driven, Interaction Management and Individual DialoguesModeling and Customized CommunicationOne Relationship, Single View of ConsumersLIFESTAGECHANNELBRAND
    16. 16. 16 4/16/2013 Teradata ConfidentialIntegrated Consumer Marketing:Teradata’s Solution Framework ApproachMarketing AnalyticsMiningModelingReportingTrendingProfilingSegmentingMarketing OperationsWorkflow& RulesPlanSpendBrandAssetsCampaignDesignMulti-ChannelCampaign AutomationLeadsCampaignAutomationSource DataProduct/SKUInventorySales/POS/FranchiseSupplierPromotional/Loyalty DataStrategic Insight andMarketing ProcessesSeamless CustomerEngagementCallCenterEventsEmailMobileChannels CustomersSalesConsumerPartnerPre-engineeredConsumer-centricDataManagementAssetsDataWarehouseConsumerFeedback LoopSocialMediaWeb
    17. 17. 17 4/16/2013 Teradata ConfidentialCritical Role of Master Data Management• Multiple sources require harmonization and standardization to beuseful for analytics and reporting – critical to value!• Extensive outbound marketing across brands & regions• Customer data silos + local/product-specific focus haveprevented maximum value of global customer data• Marketing platform must support analytics across all brands andregionsCountry- andRegion-specificProduct/BrandConsumer Data Silos (Original)ConsumerDataWarehouseTMDMComprehensive Consumer Data ViewSilos support isolated analyses with inconsistentconclusions and duplicated tools & effortCustomer data sources feed central DW -> Better analysis& marketing campaigns. Customer recordsmanaged/cleansed using Teradata MDM with third party DQ.Campaign Mgmt(ARM) usersBI usersExternalMarketingAgenciesOther users
    18. 18. 18 4/16/2013 Teradata ConfidentialThe Holy Grail – Consumer Insights
    19. 19. 19 4/16/2013 Teradata ConfidentialIntegrate, Engage, AnalyzeThrough integration, analytics, and acting on the data you achieve:• Personalization> Segments  Preference  Behavior> Real-time & ad-hoc driven> Targeted & relevant> Across touch-points> Based on Analytics> Dialog focused> Enable innovative marketing• Life-stage marketing> Lifestyle based content> Be present in important momentsAcross Any Channel
    20. 20. 20 4/16/2013 Teradata ConfidentialPlan & Initiate Your Marketing CampaignsAMS – Aprimo Marketing Studio allowsmarketing users to create and manage marketinginitiatives through an easy to use workflow.Activities are createdand budgets areapplied.Activities have projects with tasks. Specifictasks link to ARM for campaigns.
    21. 21. 21 4/16/2013 Teradata ConfidentialTarget Customers By Segment and PlannedInteraction ChannelARM – Aprimo Relationship Manager offers marketing users theability to target, create/manage campaigns and customer contact.Create a contact plan with multiple steps,offers and channels. Customer pathsthrough the plan is dependent on how theyrespond to offers. Responses becomeconsumer actions that provide the ClosedLoop Feedback. Great for test and learn.
    22. 22. 22 4/16/2013 Teradata ConfidentialExecute “Dialog Strategies” - Not Just Mailings• Joe researches Shaving & Skin Care…− Multiple channels, including online− Automatically initiate follow-up− Ensure Consistent Action and Closure− Message reinforcement and reminders
    23. 23. 23 4/16/2013 Teradata ConfidentialCoordinating all the touch points…whichmessage gets sent? When?Buy 2 for 1Pre-mail teaserRetention incentiveClub sign-up Welcome pack 1st newsletterAutomateDialogPromoteReinforceTestFree SampleProduct Review Trial Offer“Come back” Offer20% Off Next Purch
    24. 24. 24 4/16/2013 Teradata ConfidentialExample: Consumer DialogueStep 1: Emailabout a newproductStep 2: Consumers who didn’topen first message receive newmessage with different subjectStep 3: Consumers who opened1st or 2nd message receive an offerto download a coupon to try thenew productStep 4: Consumers who clicked todownload the coupon are thankedand asked to leave a reviewStep 5: Consumers who didn’tdownload the coupon receive amessage with testimonials andhigher coupon offerStep 6: Consumers who left areview are invited to join ourLoyalty Club Program andFacebook Group for special offers
    25. 25. 25 4/16/2013 Teradata ConfidentialThe Holy Grail – Consumer Insights
    26. 26. 26 4/16/2013 Teradata ConfidentialAchieving Consumer InsightUnified Data ArchitectureConsumer Data• Opt in Marketing• Campaigns• Demographics• Preferences• Social Media• Web/e-Commerce• Mobile• Contact Center• Panels• Third PartyCustomer/TradePartner Data• All Retailer POSTransaction Details• Trade Promotion Spend• Shopper MarketingSpend• Brand Paper and DigitalCoupons• All Loyalty Card Data• Syndicated Data• Pricing DataOperations &Distribution Data• Detailed ERP Data• Demand and ForecastData• Inventory Data• Shipping Data• Supplier Cost DataR&D• Ideation• Test market• Design• PackagingMarketing• Marketing mix• Hyper local• A/B testing• Relevance• ROISales/Trade Partners• Value based tradepromotion• Pricing for maximummargin and volume• On shelf availability• Shopper marketingBrand• Consumerand shoppersentiment• SalesperformanceProduction & Supply Chain• Demand driven supply• Tooling and materials• Distribution logisticsApplications and Analytics
    27. 27. 27 4/16/2013 Teradata Confidential“Create to Consumer” Use Cases
    28. 28. 28 4/16/2013 Teradata Confidential> Relate known consumersto buying centers to focusin-store marketing andmeasure influence onsales for hard ROI.> Match trade promotionsand shopper marketingactions with social mediaactivity and production tooptimize distribution,inventory and on shelfavailability.Improving Marketing Performance
    29. 29. 29 4/16/2013 Teradata Confidential> Bring added value toretailers with consumerprofiles related to storebuying centers to informlocal/in-store promotionand store layout.> Perform localized,measurable andadaptable productlaunches using geo-fenced opt in consumerprofiles and distributiondata to avoid out of stocksituations in the criticaltrial phase.Improving Sales Performance
    30. 30. 30 4/16/2013 Teradata Confidential> Test product andpackaging ideas withbrand champions that canthen be called upon toendorse new products atlaunch.> Build demand plans basedon detailed sales datathen adjust productionand distribution based onactual marketperformance as well aspredicted demand fromsocial channels.Improving Operational Performance
    31. 31. 31 4/16/2013 Teradata ConfidentialAt Scale!For millions of consumersDozens of brandsThousands of channelsExpansive SupplyNetworks
    32. 32. 32 4/16/2013 Teradata ConfidentialClosing Thoughts• Consumer relationships must become a core competency –they are not outsourced• Business process and technology implications• Cross channel visibility within and across brandsfundamental to maximum data leverage• Agencies remain vital, but their actions fuel CPG-ownedconsumer understanding and relationship creation• Integrated data eco-system as fundamental foundation forconsumer engagement• Is your company ready to engage your consumers 1:1?
    33. 33. 33 4/16/2013 Teradata ConfidentialConsumer Insight as a ServiceTeradata Consumer Warehouse> Data capture and/or loading– Depending on sources> Data hygiene/cleansing/householding> Data modeling/management> Data warehouse maintenance andmanagement– Availability/performance elasticityassumedComprehensive Reporting> System operations andperformance> Campaign metrics and ROIProfessional Services> Managed services> Implementation> Maintenance> CustomizationTeradata Marketing Automation> Campaign management softwareand execution (optional)> Automated workflow, DAM, financialmanagement> Email creation and delivery/services> System configuration/tuningUser Training> Training and educationAnalytics and Activation> Advanced Analytics– Teradata Data Mining Lab– Aster Data analytics> Partners– SAP, Celebrus, Accenture, etc.> Campaign execution
    34. 34. 34 4/16/2013 Teradata ConfidentialConnected Consumer White PapersThe ConnectedConsumerConsumerFirstThree Steps to OptimizingMulti-Brand Wallet ShareScan to download the PDF
    35. 35. 35 4/16/2013 Teradata ConfidentialSolution MaterialsScan to download the PDFAprimo RelationshipManagerAprimo MasterData Manager
    36. 36. 36 4/16/2013 Teradata ConfidentialQ&A

    ×