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Sue Smolenski, DVP, Marketing Strategy
True Value Company
July 23, 2019
SESSION:
Case Study:
True Value, future-proofing w...
2
3
Key Initiatives
4
Understanding the Customer
Purchase
History
Website,
Email, Direct
Mail Behavior Program
Participation
Demographics
Prof...
5
MarTech Stack
Distributed
Marketing
Customer Data
Warehouse
CDI MDM Reporting &
Analytics
Marketing
Technology Suite
DAM...
6
Online/Offline Continuum
ONLINE
OFFLINE
ONLINE
OFFLINE
7
ONLINE
OFFLINE
OLINE
OFFLINE
Local Ecommerce Pilot
Mary Smith / Due at 4:00
PM
Scan Products
DeWalt Max
Drill/Driver Com...
8
What Now?
• Understand your target customer
• Be able to articulate your current and
future business needs
• Allocate ti...
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Future-proofing ecommerce strategy starts with AI

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Published on

NRF NXT 2019
July 23, 2019
Mike Carmody, Vice President of Marketing, Saatva Mattress
Jason Roussos, Senior Vice President, Strategy, , Adlucent

Published in: Retail
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Future-proofing ecommerce strategy starts with AI

  1. 1. Sue Smolenski, DVP, Marketing Strategy True Value Company July 23, 2019 SESSION: Case Study: True Value, future-proofing with technology
  2. 2. 2
  3. 3. 3 Key Initiatives
  4. 4. 4 Understanding the Customer Purchase History Website, Email, Direct Mail Behavior Program Participation Demographics Profile Data AGGREGATING CUSTOMER DATA Test, Review & Revise Channel ResponseMessage and Offer Response Customer Segmentation SINGLE VIEW OF CUSTOMERS
  5. 5. 5 MarTech Stack Distributed Marketing Customer Data Warehouse CDI MDM Reporting & Analytics Marketing Technology Suite DAM Creative Assets Cleanse Match Merge Enterprise Message Bus Web ServicesHTTP/SConnect: DirectSFTPEDI / XML Other protocols Campaign Management TrueValue.com Local Ecommerce Customer Engagemen t/Loyalty POS W/S + E-mail SMS Faceboo k Twitter Mobile Sources Internal External
  6. 6. 6 Online/Offline Continuum ONLINE OFFLINE ONLINE OFFLINE
  7. 7. 7 ONLINE OFFLINE OLINE OFFLINE Local Ecommerce Pilot Mary Smith / Due at 4:00 PM Scan Products DeWalt Max Drill/Driver Combo Kit. Lithium Ion Item # 194893 Got It Issue iBuild Combination Tool Set, 22-Piece Item # 217598 Pick 2 items Got It Issue
  8. 8. 8 What Now? • Understand your target customer • Be able to articulate your current and future business needs • Allocate time to explore new solutions

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