In January of 2020, the California Consumer Privacy Act will go into effect and change marketing forever. At the same time, a decade of increased marketing budgets and growing technology stacks have failed to deliver customized content experiences at scale that consistently lead to more conversions and higher sales. The struggle is real in dealing with media and data volatility, but there's no challenge that can't be leveraged for greater marketing success. Let's discuss five ways how you can be a compliant, lean and productive content marketer by the end of 2019. 5 Takeaways for Participants · Grasp the need for customer data platforms and better data governance, ready for tightening privacy regulations. · Obtain a holistic view of each customer and unique audience segments in the data you have today. · Forget personas, and turn customer journey mapping into real-time analysis of what customers want and how they behave. · Reduce operating expenses and drive higher sales. · Leverage machine-learning to develop better content and influence the product development process.

1. Tim Hayden
PRESIDENT & CO-MANAGING PARTNER,
BRAIN+TRUST PARTNERS
HOUSTON, TX ~ JUNE 5 - 6, 2019 | DIGIMARCONSOUTH.COM
#DigiMarConSouth
The Five Blessings from
Customer Privacy
KEYNOTE

2. The Five Blessings of Customer Privacy
1
June 6, 2019 - #DigiMarConSouth – Houston - @TheTimHayden

3. Thank you, in advance.
Tim Hayden
tim@braintrust.partners
@TheTimHayden
35

4. Business
Transformation
Impacts Every
Corner of
Your Brand
Globalization of
Stakeholders &
Public Policymaking
Disparate
Systems &
Platforms
Rapid
Technology
Evolution
Bots &
Fake
News
Changing
Organization
al Structures
Convergence
of Comms +
Marketing
Analyzing and
measuring non-textual
content/UGC
Critical Business
3
Transformation
Trends

5. 4

6. 5

7. 6

8. 7

9. 8

10. 9

11. 1-to-1
1
0

13. Hello [FIRSTNAME],
12

14. 13

15. 14

16. Fewer Repeat
Purchases
15

17. Most valuable customers
churn to competitors
16

18. Lost revenue
17

19. 18
Create a consistent customer
experience (EVERYWHERE)
that encourages
repeat purchases and referrals

20. Steps to Data Governance
19

21. 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
20

22. Start with a digital-first
customerfocus
21

23. Spend a Little $, To Own What You Don’t
Media Networks
Cookies
Pixel Lists
Restargeting Lists
What you think youown:
Friends & Followers
Social Networks
Custom Audiences
22
What you need to have:
CONTACT INFO:
N a m e
E m a i l
P h o n e
Address

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26. The Five Blessings of Customer Privacy
1

27. 26

28. 1. Personalization
(Individualization!)
19

29. 28 Norton Rose Fulbright May 23, 2019

30. 29 Norton Rose Fulbright May 23, 2019
29

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32. 2. Customer Empathy
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34. 33
CUSTOMER CARE
● Customer Care no longer lives in a warehouse call center
● Provide engagement through social channels, apps and
chatbots – gather and unify data to best meet customer needs
& minimize operational costs
● Prove streamlined, protected data improves the consumer
experience, strengthening relationships with your business

35. 3. Machine Learning
19

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38. 4. Leverage User-Generated Content
19

39. UGC, FTW!
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40. Leverage Direct, User-Generated Content
39

41. 5. Move at the Speed of the Customer
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46. 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
32

47. Talk and share across
disparatebusinessunits
46

48. 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
47

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