The hype around big data and artificial intelligence has compounded the bloat of marketing budgets and technology stacks that fail to deliver customized content experiences and drive higher sales. The additional challenges of customer data privacy regulations have required brands to dramatically change course in programmatic advertising. • Grasp the need for customer data platforms and better data governance. • Know how to ask your key vendors for API access and build connections to other systems to reconcile customer data. • Gain a singular view of each customer, and an accurate analysis of the continuously-developing customer journey. • Learn the path to achieving better audience segmentation, and true individualization with content. • Improve conversions at lower costs and more efficient marketing operations.

1. Tim Hayden
PRESIDENT & CO-MANAGING PARTNER,
BRAIN+TRUST PARTNERS
TORONTO, ON ~ MAY 16 – 17, 2019 | DIGIMARCONCANADA.CA
#DigiMarConCanada
Your Current Customers:
The Only Influencers and
Prospects You’ll Ever Need
KEYNOTE

2. Business
Transformation
Impacts Every
Corner of
Your Brand
Globalization
of Stakeholders &
Public Policymaking
Disparate
Systems &
Platforms
Rapid
Technology
Evolution
Bots &
Fake News
Changing
Organizational
Structures
Convergence
of Comms + Marketing
Analyzing and measuring
non-textual content/UGC
2

3. 3

4. 4

5. 5

6. 6

7. 7

8. 1-to-1
8

10. Hello [FIRSTNAME],
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11. 11

13. Fewer Repeat
Purchases
13

14. Most valuable customers
14
churn to competitors

15. Lost revenue
15

16. Solving the Digital Dilemma
16

17. Start with a digital-first
customerfocus
17

18. 18

19. Steps to Success
19

20. Connect Understand Act
Find all the relevant data
sources and work with a
CDP to get everything in
one place
Use machine learning and
data science to
understand what
customers want most
Develop strategy, tactics,
and execution to migrate to
digital-first customer focus
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21. Spend a Little $, To Own What You Don’t
21

22. 22

23. 23

24. 24

25. 25

26. 26

27. Leverage Direct, User-Generated Content
27

28. 28

29. 29

30. 30

31. 31

32. 32

33. Shopping for a CDP
• Established API connector portfolio
• High cardinality
• IoT/machine and device data
• Machine learning/predictive modeling
• Cloud or on-premise?
• Marketer friendly/UI
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34. Talk and share across
disparate business units
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35. Leading in Transformation
Chemistry
Blending the best in
class customer
experience with the best
in class customer focus
Knowledge
Superior data science
and machine learning to
leverage all data
Focus
Transitioning focus from
internal to external
35

36. Thank you.
Tim Hayden
tim@braintrust.partners
@TheTimHayden
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