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Customer Engagement and Marketing Automatoin

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All customer engagement is data driven, but how can you set the stage for using marketing automation to nurture that engagement?

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Customer Engagement and Marketing Automatoin

  1. 1. 4/28/2014 1 Advancing and Protecting The Importance of Consumer Trust to Effective Engagement Stephanie Miller @stephanieSAM May 2014 Responsible Data-Driven Marketing State of the Industry Marketers are investing in: Customer engagement Mobile marketing Data governance Marketing analytics Advanced technology (automation, data & campaign management) Source:  DMA Quarterly Business Review (thedma.org/research)
  2. 2. 4/28/2014 2 The Wheel of Terror Loyalty and Trust are Essential 12 25mm 18% Average US Household is  enrolled in 12 loyalty  programs. Sources:  Colloquy, 2013; Epsilon 2014;  Teradata study 2013  Members of the Hilton  HHonors program Global marketers who  said they have a holistic  view of their  customers.
  3. 3. 4/28/2014 3 Not all data is created equally. The Challenge » Getting the insights. » Taming the insights. » Applying the insights. » Attributing the response. » Prioritizing the testing. » Applying the learnings. » Lather, rinse & repeat.
  4. 4. 4/28/2014 4 Customer Journey Mapping Good looking, Timely, Delicious
  5. 5. 4/28/2014 5 The raw material of effective marketing
  6. 6. 4/28/2014 6 The Data-Driven Marketing Economy $156 billion | 675,000 jobs 70% Due to exchange of data across the ecosystem ($110B) Source: DDMI, Value of Data, Oct 2013,  www.thedma.org/valueofdata With great power, comes great responsibility. -Uncle Ben
  7. 7. 4/28/2014 7 » That privilege is under attack. Strong data stewardship is a pre-requisite for continued access to the data we need. Access to Consumer Data is a Privilege It’s up to us: »A successful self- regulated business environment begins with effective self-regulation
  8. 8. 4/28/2014 8 Consumer Trust Checklist Audit your practices against the DMA Ethical Guidelines (thedma.org/compliance) Train your team in data governance and talk to suppliers. (DMA can help! dmaeducation.org) Start a conversation about data stewardship internally. “Lean in” and lead. Ensure your data privacy and security readiness. Increase transparency around your practices for consumer notice & choice. Tweetable Takeaways 1. Trust is the foundation of customer engagement in data-driven marketing. 2. Marketers believe in data-driven marketing. Do you? Prove it by responsible practices. 3. Data stewardship is job one for every marketer.
  9. 9. 4/28/2014 9 Advancing and Protecting Thank you! Responsible Data-Driven Marketing @stephanieSAM smiller@the‐dma.org

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