Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Learn how True Value is future-proofing by transforming their mar-tech stack

322 views

Published on

NRF NXT 2019
July 23, 2019
Sue Smolenski, DVP, Marketing Strategy, True Value Company

Published in: Retail
  • Login to see the comments

  • Be the first to like this

Learn how True Value is future-proofing by transforming their mar-tech stack

  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

×