Atmospheric Marketing in Action
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Martin McDonald, General Manager DACH, Tealium talks about the concept of atmospheric marketing.
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Atmospheric Marketing in Action
- 1. Atmospheric Marketing in Action Martin McDonald © 2015 Tealium Inc. All rights reserved. | 1 1
- 2. What is Atmospheric Marketing? Data from Everywhere © 2015 Tealium Inc. All rights reserved. | 2 2 • Home Computers • Mobile • Call Centres • Point-of-Sale • Office Computers • Loyalty Programs • Credit Bureaus • iBeacons • Tablets • Smart Watches
- 3. © 2015 Tealium Inc. All rights reserved. | 3 3 The History of Atmospheric Marketing
- 4. Context vs Audience Infographic: History of Marketing Traditional Marketing Digital 4
- 5. • Occurred as a slow transition, rather than one magical moment • Digital offers a unique, much more granular ability to track • Incited a shift from context to user or audience • In parallel, the focus on core brand message has been lost Shift of Focus 5
- 6. Aug 2011 Sep 2012 Jan 2014 Jan 2015 6
- 7. You are here
- 8. How do you create it? Atmospheric Marketing © 2015 Tealium Inc. All rights reserved. | 8 8 Unified view of visitors in a neutral, cross-application data platform you own and control, containing: Combined, clean, normalized, all in one place, ready for rules, predictive models and action. Enrichment data, segmentation data, other metrics and metadata All first-party data
- 9. © 2015 Tealium Inc. All rights reserved. | 9 9 Potential Obstacles Batch vs Real Time vs
- 10. Slow, Batched, Expensive Process 1
- 11. © 2015 Tealium Inc. All rights reserved. | 111 Potential Obstacles Silos Fragmented Customer View
- 13. © 2015 Tealium Inc. All rights reserved. | 131 Potential Obstacles Misaligned Technologies
- 14. • Safari • Ad Blockers • Safe Harbor • Google • Customer Match • AMP • Apple Device IDs • FTC Change is Coming © 2016 Tealium Inc. All rights reserved. | 141
- 15. © 2015 Tealium Inc. All rights reserved. | 151
- 16. © 2015 Tealium Inc. All rights reserved. | 161 Experience Layer Data Layer Application Layer ! " # $ % & ' ( )* +, Customer Interactions Unify All Data • CONTROL: Standardize and manage data distribution to vendors • ACT: Push data and directives in real-time to any vendor in the ecosystem • OWN: Full access and ownership of data for big data processing Solution
- 17. © 2015 Tealium Inc. All rights reserved. | 171 Real-time Data Supply Chain
- 18. © 2015 Tealium Inc. All rights reserved. | 181 The Customer Data Platform Audience CDP Action
- 19. Fragmented Customer View © 2015 Tealium Inc. All rights reserved. | 191
- 20. © 2015 Tealium Inc. All rights reserved. | 202 Unified Customer View The Best View First-party, real-time, cross-channel
- 21. In Summary Key Takeaways © 2015 Tealium Inc. All rights reserved. | 212
- 22. Thank You Martin McDonald, Manager DACH martin.mcdonald@tealium.com © 2015 Tealium Inc. All rights reserved. | 222
Editor's Notes
- Image suggestion – can we expand the graphic shown? Something to demonstrate an individual both receiving and generating data via numerous channels Voiceover notes - What is it IN THIS CONTEXT?
- Image suggestion – something that demonstrates the change in marketing landscape from simply advertising a product to complex digital strategies. Voiceover notes – Where did it come from? Why is it more relevant now? Customers now expect real-time response and situational awareness. To delight them, you must extract very personalised insights out of expanding clouds of dynamic and often unstructured data and use this knowledge to create a user experience with a magical prescience — one that anticipates their wants and needs. Atmospheric marketing allows you to deliver this optimised experience
- 400 yrs of context based ads giving way to 10 yrs of audience/behavior ads
- The world is complicated; the vendor landscape is complicated.
- We apologize again.
- No image required but text above arranged Voiceover notes – How do you create it? Its about data, not applications Unified view of visitors in a neutral, cross-application data platform you own and control, containing: All first-party data Enrichment data, segmentation data, other metrics and metadata Combined, clean, normalized, all in one place, ready for rules, predictive models and action.
- Image suggestion – do we have a standard image or picture Tealium to demonstrate Batch v Real Time?
- Image suggestion – I have pinched an image here I like and overlaid it in an existing slide from J Doan’s presentation. Can we use this?
- Image suggestions – as with batch v real time, is there a standard image/picture we use for this message that can be incorporated? Voiceover notes – Aternative heading “Too many profiles”
- Image suggestion – an image of tsunami to represent the Tsunami of Data that will be delivered once the IoT gathers pace Voiceover notes – Internet of Things explosion / Tsunami of data / Big Data will only get bigger
- We need to change this slide to include data sources on one side, and