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Khal Harris, Digital Strategist EMEA, Tealium
Data Strategy Executive Morning Briefing
© 2019 Tealium Inc. All rights reserved. | 1
The Difficult Questions Your
Digital Strategist Wants
You To Ask.
(And Some They Really
Khal Harris – Tealium EMEA
Wait, what actually is a digital strategist?
© 2019 Tealium Inc. All rights reserved. | 4
How can we solve data silos when we’ve got
people and team silos?
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When people know what to expect, they don’t panic.
You’ll have to set tasks which require co-ordination.
Hold people accountable with a RACI matrix.
How can we solve data silos when we’ve got people and team silos?
© 2019 Tealium Inc. All rights reserved. | 6
As you get started you will need to determine the roles and responsibilities of project participants. These roles may
evolve throughout the journey and not all stakeholders will be needed at each step. We recommended using a RACI
framework at the start of the project for a detailed outline of the team.
● Representatives from
each line of business
involved in the initiative
● Customer experience
● Digital strategist
● Brand and channel
● Content marketer
● Experience architect
● Brand, content, and
● Marketing technologist
● Experience architect
● Digital strategist
Align content and
experiences with digital
Implement and manage
tactics and timeframes
Analyze, test, and
optimizations of tactics
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Roles & Responsibilities - RACI Matrix
Marketing says our personas are adventurous
people who love the outdoors and have 2.1
children. Can we use that?
© 2019 Tealium Inc. All rights reserved. | 9
Push back against fluffy personas If you can’t count it,
it doesn’t count!
Understand (and map) the entire customer journey.
Find the holes in your Leaky Bucket before filling it.
How can we create data-driven personas that we can actively segment and target?
© 2019 Tealium Inc. All rights reserved. | 10
(Data driven) Persona Examples
Persona Examples Potential Online Behaviors Triggers
Cart Abandoner (B2C)
- Add to Cart event
- Product SKU or ID
- Purchase Confirmation
- Page Name
- Page Type
- User engaged with retargeting campaign and came back to
- User purchased one or multiple items left in cart
High-Value Customer (B2C)
- Lifetime Purchase Count
- Lifetime Order Value
- Average Order Value
- Last Purchase Date
- Purchase Confirmation
- User’s Lifetime Order Value is steady or rising
- Last Purchase Date was near recent
Sales Qualified Lead (B2B)
- Count of Content Downloads
- Count of Videos Viewed
- Count of Webinars Attended
- Lifetime Visit Count
- Lifetime Forms Completed
- Count of Sales to Lead Contacts
- Lead has downloaded multiple items or viewed multiple
videos or filled out multiple contact forms
- Sales has made contact with Lead at least 1 times
© 2019 Tealium Inc. All rights reserved. | 11
Example B2C Customer Lifecycle
Customer becomes aware of
the brand or product...
Customer considers and
evaluates the product or
Customer purchases product or
Customer recommends the
product or service...
Advocacy / Re-engagement
© 2019 Tealium Inc. All rights reserved. | 12
Example B2B Customer Lifecycle
Customer becomes aware
of the products or industry
Customer considers and
evaluates the products or
Customer requests more
information from expert and
submits lead form
Prospect is nurtured
through to sales team for
Customer completes first
transaction and begins
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Defining Barriers Throughout the Journey
● Obstacles or barriers to the conversion triggers are important to note - what is preventing
○ ie. Customer prefers email communication rather than a phone call
● What is the buyer journey? How do we get from where we are, to the conversion, and what
behaviors should we observe along the way?
○ ie. If the lead starts to complete a form, but abandons the form once they get to the “phone
number” field, trigger a life-chat contact option or integrate them into a display campaign
with content nurturing.
What’s a data strategy, and how is it different
from all the other kinds of strategy we have?
© 2019 Tealium Inc. All rights reserved. | 15
Data strategy is about collection and standardization, not
what you later do with it.
Identity resolution is one of your biggest challenges.
The work you do now will pay off tenfold when you don’t
have to ETL everything later on (probably in your data lake).
What’s a data strategy, and how is it different from all the other kinds of strategy we have?
Tealium Universal Data HubOrchestrate your customer data
© 2018 Tealium Inc. All rights reserved. | 16
Common examples of data sources include:
● Website Data
● Mobile Apps
● Learning Management Systems
● Customer Relationship Management tools
● Order Management Systems
● Customer Support Systems
● Call Center Systems
● ERP Systems
● Accounting & Internal Reporting Systems
© 2019 Tealium Inc. All rights reserved. | 17
Data & Identity Resolution Strategy
Building Visitor Profiles within AudienceStream
Start to uncover the various ways used to identify individuals along the customer journey
Identify All Known IDs
Each is Revealed
Verify Where They
Understand The Impact
Create a list of all 1st and
3rd Party Identifiers
These can be email
addresses, CRM IDs,
Display Cookie IDs, Lead
IDs, Loyalty IDs, etc.
Next, list out where each
ID is revealed.
Does the ID only exist in
your CRM, eCommerce
platform, or POS system?
Is the ID only conveyed on
List out which of your IDs
are used across multiple
areas of your business.
As an example, email may
exist in your CRM, website,
Having common IDs will lead to a
unified customer marketing strategy.
Knowing how users are identified during
the customer journey helps you understand
how fragmented your marketing attempts
© 2019 Tealium Inc. All rights reserved. | 18
Example Visitor ID Mapping
Email Sign-up, Register &
Sign-up, Register &
Purchase Order File
Customer ID Purchase Purchase Purchase Order File
Phone Number Purchase Purchase Purchase Order File
Hashed Email Sign-up & Purchase Sign-up & Purchase N/A
Website Mobile In-Store
Google ID New Visit - Cookie Sync New Visit - Cookie Sync N/A
Google Client ID New Visit Device Cookie New Visit Device Cookie N/A
Marketing Vendor IDs
Possible Stitching IDs
Deterministic ID Key Ring & Visitor Stitching
Truly creating a single view of the customer in real-time
Various IDs from
Interactions added to Profile
Deterministic ID Key Ring Visitor Stitching of Profiles
Across Sessions & Devices(+
More IDs Captured...
More Profiles Stitched...
MORE COMPLETE VISITOR
More Accurate Customer Info
& Better Targeted
Social log ins
Analytics Big Data
What are our competitors doing well, and can
we copy it?
© 2019 Tealium Inc. All rights reserved. | 21
You are a unique snowflake – in the good sense. Embrace
your brand’s individuality and don’t’ try to be anyone else.
Don’t get pulled into the trap of ‘if we do what they do, we’ll
get the same results’.
Defining measurable goals and a unique strategy is the only
Our business isn’t identical to anyone else’s, so how can we make a strategy that matches?
© 2019 Tealium Inc. All rights reserved. | 22
Gather Information &
1 2 3 4
Your business is unique – and your strategy should be,
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Formulating Your Strategy
A strong digital strategy should serve as a long-term roadmap for the entire
organization. As such, it may overlap with a strategic plan or similar
document already in use by your organization.
Work with stakeholders to define the objectives of your organization and
identify where these relate to a marketing activity or customer interaction.
Objectives may speak to differentiation or strategic vision and should be 2-4
year goals. They should transcend more than mere marketing technology
vendors or software solutions.
➢ Customer Satisfaction
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Strategic Objective Framework
What are your organization’s top objectives and
upon which of those do you believe can have
the most measurable and irrefutable impact?
This could be a mission statement, an ethos that
guides the entire company, or simply a well
known market imperative. Work with your cross-
functional team to brainstorm digital goals that
will advance your strategic initiatives.
This framework or a framework that is similar
will help you show the executive team exactly
how unified marketing will drive strategic
objectives and help the business succeed.
Acquisition Retention Re-Engagement
Trackers What is the
How are you
Trackers What tools do
Trackers How do you
What drives the
Trackers How do you
Trackers What drives
There are CDPs, DMPs, DSPs and all the other
TLAs. Why should I care about CDPs?
“The DMP negotiates our beloved programmatic
advertising, while the CDP – by definition – is
grounded in individuals known by name, email,
customer number or another personal ID. The
DMP operates on massive audiences; the CDP,
on a sensible number of souls.”
Martin Kihn, Gartner for Marketers
© 2019 Tealium Inc. All rights reserved. | 27
DMPs are groups of cookies that might be people. CDPs
are individuals who might be audiences.
Tealium isn’t just a CDP. We’re a UDH. Another TLA.
A ‘customer’ in a CDP can be a person, a car, a shopper.
Think outside the box.
There are CDPs, DMPs, DSPs and all the other TLAs. Why should I care about CDPs?
Collect Standardize Transform and Enrich Integrate Activate
Data Layer APIs and
Vendor Data getting sent back to the collection device
Create and Enrich Data
Act on Business Rules
Privacy and Governance
Tealium Universal Data Hub
Orchestrate your customer data
© 2018 Tealium Inc. All rights reserved. | 28
AudienceStream & the Universal Data Hub
Where the magic happens
Current lead status:
Warm but rising
Home country is
USA but browsing
Real-time data feeds
We have dozens of cool ideas from around the
business, can we do them all at once?
© 2019 Tealium Inc. All rights reserved. | 33
Don’t worry, we want to do the cool things first, too. But we
know that showing value early builds trust.
Build a roadmap, give people a vision of what the ‘cool
things’ will be, so they stay interested.
Don’t be trapped by your own plan. It’s okay to change
course when we learn new things.
How do we know where to start?
© 2019 Tealium Inc. All rights reserved. | 34
Prioritizing Objectives & Timing
Step 1: Prioritize Project Objectives
Level of Effort
Low effort, high impact
Medium effort, high impact
Medium effort, medium impact
High effort, medium impact
High effort, potentially difficult, but high impact / reward
Step 2: Creating a Roadmap & Timing
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Prioritizing Objectives & Timing
05 Pivoting from Phase 1 exploration, a plan should be in place to begin to
link data to/from UDH and SFDC and the project is kicking off
Machine Learning Readiness
Tealium’s THINK program is ideal for an organization that has
expanded their usage of the UDH and are considering taking
advantage of Machine Learning capabilities. It is during this time,
Tealium can assist in auditing and making adjustments for ML
It is common for clients to expand usage of their segments to vendors
that have recently been integrated with the UDH. During this time,
clients find it advantageous to test new vendors that have always been
A/B Testing Programs
As new audiences are implemented, the best way to understand
effectiveness is to implement test and control implementations.
Through the UDH, this can be executed and measure across all
Activate Prioritized Audiences
Add new audiences to existing remarketing tactics to advance Multi-
channel customer experiences and nurturing programs. Continue to
strategize on how to implement the next best audiences in a timely
© 2019 Tealium Inc. All rights reserved. | 36
Documenting the Phased Plan
Review / Regroup / Planning
Feb. - Mar.
Dec. - Jan.
Phase 1 to Phase 2
Oct. - Nov.
1: Information Sharing
2: Prioritizing and Building Segments
4: Explore SFDC Integration
3: A/B Testing
4: Machine Learning Readiness
3: Onboarding New Data Sources
5: SFDC Integration
5: Data Analysis Assistance
1: Use Case Activation
Who should we bring in for this
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The more decision makers we can work with, the more likely
we are to succeed.
Being ‘trapped’ by only speaking to one functional person
(e.g. email team) just means another silo…
Understand whether we need to inspire, teach or act.
Who should we bring in for this meeting/project/workshop?
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It is important to educate, motivate, and align your key stakeholders. Conduct exploratory interviews to get input and have a unified
understanding of strategic objectives, challenges, constraints, competitive imperatives, as well as current and planned capabilities.
From here you can map project objectives to strategic goals to gain stakeholder alignment.
● Identify executive sponsor and key
● Develop interview guides with critical
questions for success
● Interview key stakeholders to
understand current attitudes,
knowledge, and expectations
● Analyze findings to develop key
insights to what was learned
● Highlight key opportunities based on
what was important to each
● Understand success criteria
Strategic Objective Framework
● Map project objectives to strategic
goals and identify KPIs
● Share strategic objective framework
with stakeholders and build buy-in and
understanding that educates,
motivates, and inspires
Educate Motivate Align
Aligning Key Stakeholders
How do we put an ROI on X so I can get it
© 2019 Tealium Inc. All rights reserved. | 41
Nobody can tell you what ROI something will achieve. A
good strategist will never try to.
Instead focus on proper measurement from day one so we
can prove what we will achieve together.
Measurement isn’t a once-and-done situation, you have to
commit to keeping it going so we can refine and improve.
How do we measure what we’re doing so we can show the ROI of what we’ve achieved?
Monitoring Progress and
Monitoring and reporting must be a continual
process in order to have long-term success
and achieve optimal performance. Along with
the correct resource allocation and periodic
check-ins, adjusting your roadmap and timing
will be essential in meeting stakeholder
expectations and maintaining their continued
Defining success, and setting tangible, measurable goals
Measure the performance of your lifecycle campaign efforts by clearly
defining your KPIs. Independently and cohesively, report your advertising,
personalization, display or email efforts against your known base rates.
● Cost per Click
● Click Through Rate
● Conversion Rate
● Cost per Conversion
● Return on Ad Spend
Tealium recommends a regular cadence of meetings once campaigns are
live to review performance and evaluate what optimizations should be
Tracking Campaign Performance
What kind of person do we need to hire, steal or
reassign to work on a CDP?
© 2019 Tealium Inc. All rights reserved. | 45
They don’t exist yet. One day perhaps we’ll see the CMTO
(Chief Marketing Technology Officer) and similar roles...
Instead, we’ll look for cross-functional skills and roles and
see where we can borrow people.
Find people who have a passion for new innovations and let
them grow into the role – and you’ll have a head start on
What kind of person do we need to hire, steal or reassign to work on a CDP?
© 2019 Tealium Inc. All rights reserved. | 46
A cross-functional implementation team will provide your organization a
coordinated strategy that will delight your customers.
It is not uncommon to have a team members responsible for multiple
functional areas of your business, so do not stress if single members wear
Your implementation team will need to have knowledge and experience in the
operational and technological aspects of your marketing activities.
➢ Cross-functionality is key
➢ It’s okay for single
members to have multiple
➢ External agency and
technology partners are
Assembling the Team
© 2019 Tealium Inc. All rights reserved. | 47
You need a team of collaborative, forward-thinking, and hard-working professionals. Teams will vary by
company and industry and may include a combination the following roles:
Customer Experience Leader: The program
lead - has the seniority to get top-level
executive buy-in and the ability to direct
marketing, operational, and IT efforts.
Experience Architect: A User Experience (UX)
designer with strong Customer Experience (CX)
acumen, who designs and may even govern the
CX through connected digital channels.
Paid Media Manager: Develops, maintains,
and optimizes paid media campaigns.
Email Marketing Manager: Develops,
maintains and optimizes your Email Service
Provider (ESP). May include season
campaigns, drip campaigns, and other triggered
Content Marketer: Works closely with your
digital strategist, experience architect, and other
team members to create all content for your
Social Marketing Manager: Designs and
controls the social image of your company and
maintains your social presence. Responsible for
paid social and earned social marketing.
Digital Strategist: Develops cross-channel
digital strategies. Responsible for developing
business cases for your marketing initiatives.
Marketing Technologist: A newer role that
works alongside a digital strategist to implement
and optimize marketing tactics. Ideally requires
hands-on experience in website optimization,
analytics, marketing automation, or e-
Marketing Operations: Measures and
optimizes marketing efforts. Technical
knowledge and excellent understanding of
marketing tactics is required.
Analytics/BI/Data Analyst: Provides insights
into customer journeys and intent, as well as
channel and campaign performance.
Project Manager: Balances timeframes,
marketing needs, and organization’s capabilities
to build and adhere to optimal implementation
Development/Engineering: Implements and
updates web or application code to facilitate
tracking and personalization.
Agency Partners: Partners may fill many of the
roles listed on this page or may be involved with
various aspects including the management of
specific marketing technology and software
Example Cross-Functional Roles3
How much is Greenland and can I buy it?
© 2016 Tealium Inc. All rights reserved. |
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