This document discusses the challenges modern marketers face in connecting with customers across multiple online and offline channels. It argues that most marketing is still organized into silos by channel and that connecting data about anonymous and known customers is needed to deliver personalized experiences. The document proposes a vision for behavioral marketing where customer interactions are orchestrated based on their behaviors to allow customers to dictate their own journey across channels.

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The Path to Behavioral Marketing
Taming the Complexity of Digital Marketing
Tyler Altrup
Strategy Solutions Consultant
23 September 2015

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Tyler Altrup, Marketing Strategist
• EMC Corporation
• Social Media Analytics
• Badgeville
• Gamification Solutions Consultant
• Oracle Marketing Cloud
• Strategy Solutions Consultant

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The Rise of Digital Darwinism
Customers Evolve Faster Than Marketing
3
of the Fortune 500 from 1955
still remain there today.12%MARKETING
CUSTOMER
Sources: McKinsery and AEI

4. Only
12%
of marketers believe their
marketing is real-time
enough to drive adequate
business results.
-EConsultancy
Pre-Determined “Journeys” Fail to Adapt Fast Enough

5. What’s slowing marketers down?
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The Rift Between Digital and Offline Interactions
Fractures View of Customer
6
DESKTOP
OFFLINE
MOBILE APP
MOBILE WEB
11%
Marketers who have high
confidence in the audience
they’re targeting.
-Nielsen

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The Division Between Anonymous and Known
Marketing Data Prevents Relevance
7
85%
Of CMOs say data spread
channels prevents cross-
channel consistency.
- CMO Club
Greg Jones, 30, Chicago
Past Purchase: Jeans
ANONYMOUS KNOWN

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Of marketers have silo’d
teams and technologies
by channels
-eConsultancy
93%
Marketing
Companies Lack Centralized Hub to Orchestrate
Customer Interactions and Content Across Lifecycle
Agency
EMAIL WEB
SOCIAL MOBILE
CONTENT SEARCH
CREATIVE
MEDIA
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9. MEDIA
DATA
Chaotic Ecosystem Overwhelms Marketing
Strategy & Planning
APPS
Total Marketing Tech
Landscape size:
1,876
vendors across
43 categories
- ChiefMarTec
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Vision for the Future of Behavioral Marketing
10
Connect Online and Offline
Interactions to One Customer
Tie interactions to one customer
across all devices and channels
Bridge Anonymous and
Known Marketing
Connect all proprietary and 3rd party
data to increase relevance
Adapt with Behavior-
Based Orchestration
Empower the customer to
dictate their own path

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Connect with Individual Customer Across Channels & Devices
Desktop
Mobile Web
Mobile Apps
Social
Purchase or CRM Data
Email
Identity Graph
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Offline
• Past Purchase Data
• Buying Propensity
• Lifetime Value
• Trade Shows
Owned Digital
Channels
• Website Engagement
• Email Marketing
• Social Data
• Mobile Apps/Web
Purchases &
Transactions
• Web Commerce
• Sales CRM
• Marketing CRM
• Point-of-Sales
Third-Party Data
• Intent
• Geography
• Interest & Lifestyle
• Branded
• Demographic
Transform owned and third-party data into actionable audience
Connect Data: Bridge Known and Anonymous Marketing Data
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Connect Data: Analyze Ideal Audience and Demonstrate
Marketing’s Value Across Channels
Model your ideal audience and measure how their engagement drives conversions
Audience Analytics Cross-Channel Insight

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Create Engagement: Deliver Relevant Content Across Lifecycle
Listen to your audience and engage them with relevant content across marketing channels
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NEXT
STOP Purchased
Online
Switch
Send Email
Campaign
Send Push
Notification
In-Store
Orchestrate Experience: Let Customers Dictate Their Own Path
Adapt to individual customer behaviors and real-time interactions
Any Preference
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Understanding behavioral types to deliver relevant experiences
The Next Wave of Behavioral Marketing
Kim Lazzaro
Bartle Playnomics

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What does this mean for marketers?

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The Era of the Digital Marketing Silo is Over
Analytical
Rigor
• A scientific, data-
driven approach
to marketing
decisions
Behavioral
Psychology
• A deeper
approach to
understanding
and managing
customer
experiences
A new era will value new skills