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© 2017 eMarketer Inc.
Made possible by
Marketing Data Management: How to
Make a More Audience-Centric View Work
Lauren T. ...
© 2017 eMarketer Inc.
Agenda
 The current state of omnichannel, audience-centric
marketing
 What’s needed to build an au...
© 2017 eMarketer Inc.
Current State of Audience-
Centric Marketing
© 2017 eMarketer Inc.
Why ‘audience-centric,’ ‘omnichannel,’
‘multichannel,’ ‘customer journey,’ etc.?
#eMwebinar
© 2017 eMarketer Inc.
Transitioning to this view is necessary to begin
to prove the larger value of marketing
“[Marketers]...
© 2017 eMarketer Inc.
To achieve
that single
audience
view, every
channel,
touchpoint
and consumer
data point
must
converg...
© 2017 eMarketer Inc.
But today,
proper
integration
of that data
is more the
exception
than the rule
#eMwebinar
© 2017 eMarketer Inc.
The road to
audience
centricity is
long and
complicated
#eMwebinar
© 2017 eMarketer Inc.
Many are working toward this, but it’s
a long-term goal
#eMwebinar
© 2017 eMarketer Inc.
It requires significant investment in a variety
of resources
“Integrating data sets is about a marke...
© 2017 eMarketer Inc.
Question:
To what extent has your
company achieved an
integrated/omnichannel
customer view?
© 2017 eMarketer Inc.
Poll Results:
© 2017 eMarketer Inc.
What’s Needed to Build an
Omnichannel View
© 2017 eMarketer Inc.
A successful data strategy considers three core
functions:
 Data access
 Data integration and
orga...
© 2017 eMarketer Inc.
Data Access
© 2017 eMarketer Inc.
Three questions to identify the right data needed
to move forward:
 What does a complete picture of...
© 2017 eMarketer Inc.
A solid
understanding
of identity is
also required
#eMwebinar
© 2017 eMarketer Inc.
The majority of
marketers use
cross-device ID
solutions, but
only a minority
do so with full
coverag...
© 2017 eMarketer Inc.
Other important data sources can be grouped
into larger buckets
#eMwebinar
© 2017 eMarketer Inc.
The value of
amassing and
analyzing first-
party data has
risen, due to its
use for fueling
identity...
© 2017 eMarketer Inc.
But not all marketers are on equal footing when
it comes to accessing their first-party data
“If you...
© 2017 eMarketer Inc.
Data Integration and
Organization
© 2017 eMarketer Inc.
Inevitably,
all of this
requires the
use of
multiple
platforms,
vendors and
systems
#eMwebinar
© 2017 eMarketer Inc.
Some of the most critical include:
 CRM/customer database
 Data management platform (DMP)/warehous...
© 2017 eMarketer Inc.
In many
organizations,
tech issues
aren’t the
main
integration
obstacle—
people are
#eMwebinar
© 2017 eMarketer Inc.
To align technology, data and internal teams,
companies are creating ‘centers of excellence’
 Part ...
© 2017 eMarketer Inc.
For integration to work and analysis to be
accurate, marketers must vet each data type for:
 Source...
© 2017 eMarketer Inc.
Especially for online-to-offline (O2O) integration,
match rate is a metric to clearly understand
“Th...
© 2017 eMarketer Inc.
Data Analysis
© 2017 eMarketer Inc.
A solid data and tech integration strategy is a
must, but it alone won’t drive proper analysis
“With...
© 2017 eMarketer Inc.
In many cases, ‘analysis paralysis’ isn’t caused
by a surplus of tools—rather, by internal politics
...
© 2017 eMarketer Inc.
Moving away from channel-specific KPIs is
essential, but hardly an overnight switch
#eMwebinar
© 2017 eMarketer Inc.
Most companies aren’t properly organized to
support holistic measures of success
“We can’t have a di...
© 2017 eMarketer Inc.
This can be
particularly
acute for
verticals like
retail, where
multiple
divisions drive
toward
mult...
© 2017 eMarketer Inc.
Goal
alignment
should
ultimately
match
objectives
#eMwebinar
© 2017 eMarketer Inc.
Aligning on objectives is the only way to win
“We rarely report on media KPIs
anymore. We report on ...
© 2017 eMarketer Inc.
Still, full-scale
collaboration
between
select
departments
is just starting
to occur
#eMwebinar
© 2017 eMarketer Inc.
How Companies Are
Making It Work
© 2017 eMarketer Inc.
Staples unifies B2B and B2C customer data
Goal
Create a unified customer view
to better drive sales ...
© 2017 eMarketer Inc.
Experian Marketing Services helps cruise line
Goal
Understand how TV and web
exposure drive cruise s...
© 2017 eMarketer Inc.
Key Takeaways
Those furthest along in making the most of an
audience-centric strategy have:
1. Clear...
KNOW
ME.
Whenever, Wherever
MEET
MY NEEDS.
Better yet, anticipate
them
VALUE
ME.
My time, my business,
my advocacy…
Non-Ne...
of consumers are
likely to switch brands
if a company doesn’t
anticipate their
needs.1
50%
Will take their
business to a
c...
A SINGLE CAMPAIGN SETUP
Marketer’s Dilemma: Data Silos across Systems
Static data is manually
analyzed to inform
business decision
Data is aggregated +
segmented into batched
lists and formatt...
FROM SLOW AND STATIC
• Historical, Static View of Customer
• Slow data in batch
• Manual, List Based Segmentation
• Schedu...
Real-Time Customer Engagement Platform:
Insight to Action in Milliseconds
SessionM is backed by world-class
investors and has become the
customer engagement platform of
choice for the world’s most...
© 2017 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer rep...
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eMarketer Webinar: Marketing Data Management—How to Make a More Audience-Centric View Work

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Marketers’ push for a more omnichannel, audience-centric view inevitably requires them to rely on a host of technologies and data sources to best understand their customers. Integrating all that data and managing it, however, poses significant challenges. Topics in this webinar include: Why there’s an industry-wide shift toward an audience-centric view, and how marketers are responding; What main data types marketers are identifying and integrating, and the technology used to do so; What obstacles remain for proper data management, including collecting and organizing data, integrating technologies and managing an organizational rollout.

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eMarketer Webinar: Marketing Data Management—How to Make a More Audience-Centric View Work

  1. 1. © 2017 eMarketer Inc. Made possible by Marketing Data Management: How to Make a More Audience-Centric View Work Lauren T. Fisher Principal Analyst July 13, 2017
  2. 2. © 2017 eMarketer Inc. Agenda  The current state of omnichannel, audience-centric marketing  What’s needed to build an audience-centric view, and what roadblocks impede that view  How companies can make it work #eMwebinar
  3. 3. © 2017 eMarketer Inc. Current State of Audience- Centric Marketing
  4. 4. © 2017 eMarketer Inc. Why ‘audience-centric,’ ‘omnichannel,’ ‘multichannel,’ ‘customer journey,’ etc.? #eMwebinar
  5. 5. © 2017 eMarketer Inc. Transitioning to this view is necessary to begin to prove the larger value of marketing “[Marketers] want to start looking at customers holistically and messaging them across all mediums. They want to get out of their own siloed budgeting channels like, ‘This is my ecommerce budget,’ or, ‘This is my in-store budget’ when it really should be, ‘How do I use marketing dollars to move consumers through the funnel to buy more goods?’” —Jared Belsky, President, 360i #eMwebinar
  6. 6. © 2017 eMarketer Inc. To achieve that single audience view, every channel, touchpoint and consumer data point must converge #eMwebinar
  7. 7. © 2017 eMarketer Inc. But today, proper integration of that data is more the exception than the rule #eMwebinar
  8. 8. © 2017 eMarketer Inc. The road to audience centricity is long and complicated #eMwebinar
  9. 9. © 2017 eMarketer Inc. Many are working toward this, but it’s a long-term goal #eMwebinar
  10. 10. © 2017 eMarketer Inc. It requires significant investment in a variety of resources “Integrating data sets is about a marketing organization’s decision to invest in a data link of their own; a data infrastructure that pulls together the requisite data from all pieces of finance and marketing to different channels that are being managed across TV, digital, etc. That one piece of investment can take a couple of years for an organization to achieve.” —Michael Cohen, Head of Data and Analytics, Convertro #eMwebinar
  11. 11. © 2017 eMarketer Inc. Question: To what extent has your company achieved an integrated/omnichannel customer view?
  12. 12. © 2017 eMarketer Inc. Poll Results:
  13. 13. © 2017 eMarketer Inc. What’s Needed to Build an Omnichannel View
  14. 14. © 2017 eMarketer Inc. A successful data strategy considers three core functions:  Data access  Data integration and organization  Data analysis #eMwebinar
  15. 15. © 2017 eMarketer Inc. Data Access
  16. 16. © 2017 eMarketer Inc. Three questions to identify the right data needed to move forward:  What does a complete picture of a user look like?  What has that user been exposed to?  What did the user do?Vish Oza Director, Product Marketing Convertro #eMwebinar
  17. 17. © 2017 eMarketer Inc. A solid understanding of identity is also required #eMwebinar
  18. 18. © 2017 eMarketer Inc. The majority of marketers use cross-device ID solutions, but only a minority do so with full coverage across all channels #eMwebinar
  19. 19. © 2017 eMarketer Inc. Other important data sources can be grouped into larger buckets #eMwebinar
  20. 20. © 2017 eMarketer Inc. The value of amassing and analyzing first- party data has risen, due to its use for fueling identity graphs and powering data matches #eMwebinar
  21. 21. © 2017 eMarketer Inc. But not all marketers are on equal footing when it comes to accessing their first-party data “If you’re a CPG moving through a distribution channel like offline retail, it’s tough to map to your CRM. Your first-party data sets may be a small fraction of your overall customer base. You have to build out your data platform to collect and leverage third- and even second-party data.” —Ashwin Navin, CEO and Co-Founder, Samba TV #eMwebinar
  22. 22. © 2017 eMarketer Inc. Data Integration and Organization
  23. 23. © 2017 eMarketer Inc. Inevitably, all of this requires the use of multiple platforms, vendors and systems #eMwebinar
  24. 24. © 2017 eMarketer Inc. Some of the most critical include:  CRM/customer database  Data management platform (DMP)/warehouse  Identity solution  Data processing/onboarding  Measurement/attribution  Execution engines (e.g., marketing automation, demand-side platform [DSP]) #eMwebinar
  25. 25. © 2017 eMarketer Inc. In many organizations, tech issues aren’t the main integration obstacle— people are #eMwebinar
  26. 26. © 2017 eMarketer Inc. To align technology, data and internal teams, companies are creating ‘centers of excellence’  Part of marketing analytics team or larger data science team  Centralized technology stack  Data standardization  Data governance #eMwebinar
  27. 27. © 2017 eMarketer Inc. For integration to work and analysis to be accurate, marketers must vet each data type for:  Source or data methodology: Deterministic vs. probabilistic? Household vs. individual? Panel vs. census?  Sample size: How large is the initial data pool? How large would it be if integrated with another set?  Accuracy: Shelf life; collection methodology; filtration practices (e.g., fraud, viewability, etc.) #eMwebinar
  28. 28. © 2017 eMarketer Inc. Especially for online-to-offline (O2O) integration, match rate is a metric to clearly understand “The most misused metric for an identity graph when you try and compare one to another is match rate. This confuses marketers to no end when someone comes back and says their match rate is 89%, but someone else’s is 30%. They assume the guy with the 89% must be much better, but if it’s quoted at the ZIP code level, of course it’s going to have a higher match rate vs. being quoted at the individual level.” —Jeff Smith, CMO, LiveRamp (an Acxiom company) #eMwebinar
  29. 29. © 2017 eMarketer Inc. Data Analysis
  30. 30. © 2017 eMarketer Inc. A solid data and tech integration strategy is a must, but it alone won’t drive proper analysis “With all the tools out there and the data providers, that’s not the difficult part. The difficult part is distilling that data into insight and action that is actually adequate to your business. That’s the biggest problem.” —Luis Spencer Freitas, Digital Marketing Director, Pernod Ricard USA #eMwebinar
  31. 31. © 2017 eMarketer Inc. In many cases, ‘analysis paralysis’ isn’t caused by a surplus of tools—rather, by internal politics People Technology Data #eMwebinar
  32. 32. © 2017 eMarketer Inc. Moving away from channel-specific KPIs is essential, but hardly an overnight switch #eMwebinar
  33. 33. © 2017 eMarketer Inc. Most companies aren’t properly organized to support holistic measures of success “We can’t have a digital marketer chasing a KPI about website visits and a TV marketer chasing a KPI about awareness and think those aren’t competing objectives. Unless KPIs are aligned all the way up to the CMO level and then all the way down to the tactical level, you’ll have failure, because people won’t be incentivized or managed to do what they need to do.” —Michael Cohen, Head of Data and Analytics, Convertro #eMwebinar
  34. 34. © 2017 eMarketer Inc. This can be particularly acute for verticals like retail, where multiple divisions drive toward multiple goals #eMwebinar
  35. 35. © 2017 eMarketer Inc. Goal alignment should ultimately match objectives #eMwebinar
  36. 36. © 2017 eMarketer Inc. Aligning on objectives is the only way to win “We rarely report on media KPIs anymore. We report on media health metrics. Things like impression and CTR are background. The rest of the time, we’re reporting on things like content engagement and how much we’ve changed or shortened the sales cycle, or how many senior-level decision-makers have contacted the sales team.” —Izzie Rivers, General Manager, DWA Media #eMwebinar
  37. 37. © 2017 eMarketer Inc. Still, full-scale collaboration between select departments is just starting to occur #eMwebinar
  38. 38. © 2017 eMarketer Inc. How Companies Are Making It Work
  39. 39. © 2017 eMarketer Inc. Staples unifies B2B and B2C customer data Goal Create a unified customer view to better drive sales and offer more targeted, personalized experiences Data integrated Online/offline sales; traditional and digital ad data; loyalty data; B2B and B2C customer profiles; data onboarding; customer service “We use our customer database as a central repository. And it’s not just for marketing. We’re looking to run the entire business off of this. Finance could use it, merchandising could use it. … It becomes a single source of truth for who is doing what.” —Mark Pickett, Senior Director, Customer Analytics, Marketing Science and Martech, Staples Business Advantage
  40. 40. © 2017 eMarketer Inc. Experian Marketing Services helps cruise line Goal Understand how TV and web exposure drive cruise sales Data integrated Addressable TV (MVPDs); offline sales data (credit card transactions); website analytics; first-/third-party data “We’ve seen huge acceleration in terms of people doing closed-loop reporting, which is really tying both in-store and online data back to at least a single channel or a single campaign. And then they can also measure those results and tie it back to online and offline sales.” —Brienna Pinnow, Director, Product Marketing and Targeting, Experian Marketing Services
  41. 41. © 2017 eMarketer Inc. Key Takeaways Those furthest along in making the most of an audience-centric strategy have: 1. Clear objectives for their marketing efforts 2. Aligned objectives across departments (finance, marketing, sales, etc.) 3. Clear understanding of who their audience is and what they need to know about them 4. Deliberate selection of the necessary tools, technologies and vendors required to measure and meet those objectives 5. Solid data hygiene and management practices #eMwebinar
  42. 42. KNOW ME. Whenever, Wherever MEET MY NEEDS. Better yet, anticipate them VALUE ME. My time, my business, my advocacy… Non-Negotiable Consumer Expectations
  43. 43. of consumers are likely to switch brands if a company doesn’t anticipate their needs.1 50% Will take their business to a competitor within a week of a bad customer experience.2 79% If you’re not meeting customer expectations, you’re losing business. 1. Forbes, April 2016 2. Accenture, March 2016
  44. 44. A SINGLE CAMPAIGN SETUP Marketer’s Dilemma: Data Silos across Systems
  45. 45. Static data is manually analyzed to inform business decision Data is aggregated + segmented into batched lists and formatted for each channel (email, SMS, Push, Web) A single marketing campaign is scheduled for delivery Campaign performance metrics are processed + appended to data warehouse. Reports pulled manually A SINGLE CAMPAIGN SETUP Gap between Insight and Action = Lost Opportunities
  46. 46. FROM SLOW AND STATIC • Historical, Static View of Customer • Slow data in batch • Manual, List Based Segmentation • Scheduled Campaigns TO DYNAMIC AND REAL-TIME • Real-Time, Dynamic View of Customer • Streaming data • Real-Time, Automated Segmentation • Behaviorally Triggered Engagement It’s time to move forward
  47. 47. Real-Time Customer Engagement Platform: Insight to Action in Milliseconds
  48. 48. SessionM is backed by world-class investors and has become the customer engagement platform of choice for the world’s most innovative brands. Bill Clifford, CRO bill@sessionm.com 917.856.5889 Visit us online for more great content: www.sessionm.com/resources/
  49. 49. © 2017 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Lauren T. Fisher Marketing Data Management: How to Make a More Audience- Centric View Work  Integrating TV, Digital and In-Store Data: The Pursuit of a True Omnichannel Customer View  Marketing Technology 2017: Putting Customer Data at the Center  Cracking Cross-Device Attribution in 2016: Data Quality, Blended Models and Merging Online-Offline Data  Cross-Device Targeting: A More Holistic Customer View and a More Compelling Audience Experience

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