Channels such as social media and mobile present new ways for manufacturers to interact with their consumers and shoppers yet doing so most effectively requires a focus on rich insights fueling interactions along the circuitous path to purchase. The digital breadcrumbs left by consumers and shoppers are of a variety and velocity that begs for big data platforms capable of making sense of multi-structured data at a pace matching the busy lifestyle of Connected Consumers. Ultimate value is unleashed when such a foundation integrates data from all sources – marketing, sales and operations – providing “create to consumer” visibility at less cost while ensuring accuracy and just in time decision support to stakeholders across the enterprise.
The document discusses a proposed smartphone app called MallSage that would provide an integrated shopping experience for customers across multiple retailers in a mall by offering features like in-store navigation, product searches and comparisons, targeted deals and promotions, and online ordering with in-store pickup to improve the customer experience and increase sales and foot traffic for retailers. It outlines the challenges currently facing malls and retailers from the shift to digital shopping and how the proposed app could help address those challenges through its unified shopping features.
The document discusses findings from research on how in-store shoppers use mobile devices. It finds that 84% of smartphone shoppers use their devices in stores, with 82% using search engines to browse product information. Frequent mobile users spend 25% more in stores than occasional users. Across categories, most common in-store mobile activities are price comparisons and finding store information. The implications are that mobile is integral to shopping, and retailers should meet shoppers' needs by providing product information on mobile.
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...G3 Communications
The document discusses how mobile apps can fuel brand advocacy and engagement. It begins with an introduction to a webinar on this topic hosted by Manthan Mobility and sponsored by Retail TouchPoints. The webinar features a panel including Anand Sri Ganesh of Manthan Systems and Greg Girard of IDC Retail Insights, moderated by Alicia Fiorletta of Retail TouchPoints. The document then provides an overview of the omni-channel commerce context for using mobility in marketing, including insights on shopper behaviors and the "five I" persona. It discusses key aspects of building brand advocacy through mobile, including access, insights, and engagement. Finally, it shares an example of a $2
Shopper marketing insights for retailers webinarJanet Jaiswal
This document summarizes a presentation on using customer data and analytics for retailers. It discusses how retailers have entered the "age of the customer" and must shift to be customer-obsessed. It also discusses how big data and analytics can provide insights across the customer lifecycle to personalize interactions. The presentation provides examples of retailers successfully improving metrics like sales and loyalty through analytics. It emphasizes starting with a pilot to learn from data before expanding initiatives.
The document is a report from SAP on online shopping habits in Asia Pacific in 2018. Some key findings include:
- Over half of APAC consumers abandon their online shopping carts sometimes or all the time, more than other regions.
- Popular online purchases across APAC include entertainment, groceries, and travel. Shipping costs are the top reason for abandonment.
- When asked what would improve their online experience, APAC shoppers want tools to compare products and prices, virtual/augmented reality, ability to visit physical stores, and easy returns.
*If you see the screen is not good condition, downloading please.*
E-commerce customer behavior analysis
- Online Consumer Spending Habits and E-Commerce Checkouts
- Types of E-Shoppers
- Virtual main behavior patterns
The document discusses a proposed smartphone app called MallSage that would provide an integrated shopping experience for customers across multiple retailers in a mall by offering features like in-store navigation, product searches and comparisons, targeted deals and promotions, and online ordering with in-store pickup to improve the customer experience and increase sales and foot traffic for retailers. It outlines the challenges currently facing malls and retailers from the shift to digital shopping and how the proposed app could help address those challenges through its unified shopping features.
The document discusses findings from research on how in-store shoppers use mobile devices. It finds that 84% of smartphone shoppers use their devices in stores, with 82% using search engines to browse product information. Frequent mobile users spend 25% more in stores than occasional users. Across categories, most common in-store mobile activities are price comparisons and finding store information. The implications are that mobile is integral to shopping, and retailers should meet shoppers' needs by providing product information on mobile.
Fueling Brand Advocacy And Engagement With Mobile App manthan final use this ...G3 Communications
The document discusses how mobile apps can fuel brand advocacy and engagement. It begins with an introduction to a webinar on this topic hosted by Manthan Mobility and sponsored by Retail TouchPoints. The webinar features a panel including Anand Sri Ganesh of Manthan Systems and Greg Girard of IDC Retail Insights, moderated by Alicia Fiorletta of Retail TouchPoints. The document then provides an overview of the omni-channel commerce context for using mobility in marketing, including insights on shopper behaviors and the "five I" persona. It discusses key aspects of building brand advocacy through mobile, including access, insights, and engagement. Finally, it shares an example of a $2
Shopper marketing insights for retailers webinarJanet Jaiswal
This document summarizes a presentation on using customer data and analytics for retailers. It discusses how retailers have entered the "age of the customer" and must shift to be customer-obsessed. It also discusses how big data and analytics can provide insights across the customer lifecycle to personalize interactions. The presentation provides examples of retailers successfully improving metrics like sales and loyalty through analytics. It emphasizes starting with a pilot to learn from data before expanding initiatives.
The document is a report from SAP on online shopping habits in Asia Pacific in 2018. Some key findings include:
- Over half of APAC consumers abandon their online shopping carts sometimes or all the time, more than other regions.
- Popular online purchases across APAC include entertainment, groceries, and travel. Shipping costs are the top reason for abandonment.
- When asked what would improve their online experience, APAC shoppers want tools to compare products and prices, virtual/augmented reality, ability to visit physical stores, and easy returns.
*If you see the screen is not good condition, downloading please.*
E-commerce customer behavior analysis
- Online Consumer Spending Habits and E-Commerce Checkouts
- Types of E-Shoppers
- Virtual main behavior patterns
Tailor the in-store engagement using true 360 customer profile_Godiva_Arm Tre...National Retail Federation
This document discusses using customer data to improve the retail customer experience. It notes that retailers have an advantage over other industries in delivering personalized in-store experiences. It suggests using a customer data platform to unify customer data from different channels to improve personalization, the customer experience, and supply chain optimization. The document emphasizes the importance of focusing digital transformation efforts on initiatives that use customer data responsibly and with customer consent to maintain trust while delivering a 360-degree view of customers.
Consumer behaviour analytics_e-commerceSandip Jalan
This document provides an overview of the Indian e-commerce industry and profiles several online retailers including Myntra, Jabong, and Zovi. It then describes the consumer personality survey and brand attitude survey conducted for this study. Based on the results, it analyzes the brand personality of each retailer. Finally, it identifies four key issues: 1) how efforts to reduce customer dogmatism impact retailers, 2) the role of brand personality on purchase intentions, 3) online features for targeting compulsive consumption, and 4) the impact of personalization on consumer attitude. Jabong is selected for recommendations because it showed more room for improvement than Myntra across the identified issues.
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
dunnhumby and Metro Canada - Digital Personalization and Client Strategydunnhumby
1) The document discusses Metro Inc.'s strategy to personalize the customer experience across digital and physical channels in order to increase customer loyalty and sales.
2) Key aspects of the strategy include developing a single customer view, personalized direct marketing campaigns, and coordinating offers across channels.
3) The goals are to attract new customers, increase basket size and shopping frequency through more relevant recommendations and rewards.
The document outlines a kids holiday gifting strategy for Target Corporation. It analyzes Target's target markets, competitors, strengths/weaknesses, and key findings from a survey. It then proposes four coordinated strategies: 1) hosting in-store events focused on toys and games for kids ages 4-8, 2) gaining traction on social media platforms like YouTube by targeting kids ages 8-13, 3) increasing engagement on Target's mobile app for kids 8-13 by offering discounts and ads, and 4) improving supply chain management and sales forecasting models to predict demand and prevent out-of-stock issues.
Shopper path to purchase three biggest decisions you can influencedkcvoom
This document discusses shopper insights and the path to purchase. It begins by establishing that shoppers are different than consumers and outlines a framework showing the cyclical decision making process between consumer demand and shopper purchases. It then provides a case study analyzing a specific retailer's top shopper segments to provide recommendations on how to influence key decisions around store choice, category purchases, and promotions to drive sales. The recommendations are tailored for each high-value segment and focus on leveraging digital tools, customizing assortments and messaging, and promoting strategically in high-performing store locations.
eCMO Conference 2013 - eCommerce - from Policies to PracticesHKAIM
Dr. Henry Chang
Information Technology Advisor, Office of the Privacy Commissioner for Personal Data, HK
Speech topic: eCommerce - from Policies to Practices
The connected shopper. Fallacy fad or reality?Simon Etchells
Does the connected shopper really exist? Is ominchannel a trend or the future?
As the line between physical and digital begins to blur, what is the role, relevance and importance of the various channels in “omni channel”? With examples, case studies and insights I explore what the connected shopper paradigm means for now and the future.
1) The document provides 10 tips for email marketing success including managing customer data, sending abandoned cart emails, reactivating inactive customers, and optimizing deliverability.
2) Tips include segmenting customers based on their behavior and interests, using event-driven emails, and ensuring emails are responsive for mobile viewing.
3) Case studies show how following these tips increased open rates, click-through rates, and conversions for companies in industries like e-commerce, software, and telecommunications.
Bigalytics is a social media analytics application that aims to help retailers identify customer buying patterns and preferences from social media to provide targeted promotions. A survey of retailers found some interest but also concerns about sharing customer data and the investment required. The hypothesis that retailers would be willing to share customer data from social networks and their databases to receive personalized offers was not fully validated. The idea is not being pursued further by the team.
La presentazione del Dott. Mario Bini e della Dott.ssa Virginia Vassallo affronta il tema della digitalizzazione nel mercato Business-to-business, con un focus sull’e-commerce utilizzato per l’export.
This report is an in-depth look at how the global retail industry is impacted by mobile phones and social media. The report includes a variety of case studies and examples of how brands are adapting to the changing times.
Measuring engagement and revenue throughout the customer lifecycle by SilverpopSilverpop
In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following:
Connecting revenue to the specific marketing channels and campaigns driving it
Integrating digital marketing and ecommerce systems
Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back
Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement
4th Mobile Marketing Event by Warply: Mobile: In-store Retail’s New Era_First...Warply
First Data is a large payment processing company operating in Greece. They propose an e-couponing solution to address issues with traditional paper coupons like high costs, fraud risk, and low redemption rates. Their mobile app and web portal solution allows suppliers to create and manage digital coupons that consumers can access and redeem at retailers' point-of-sale systems. This provides benefits like reduced costs, increased sales and customer data for all stakeholders. The solution is positioned to evolve further by integrating additional e-wallet capabilities over time.
Big data strategy for a wine company in ChinaVaibhav Gupta
China Wine Company is developing a big data strategy to capitalize on industry trends and opportunities in the Chinese wine market. They have identified three key steps: 1) defining objectives aligned with business goals; 2) assessing current analytics capabilities; and 3) implementing a big data roadmap. The document outlines specific objectives such as customer acquisition and segmentation. It also provides a framework to evaluate current data, team expertise, and infrastructure maturity. Finally, it proposes a multi-year roadmap to evolve capabilities from descriptive to predictive and prescriptive analytics, along with estimated timelines and costs. The overall strategy aims to leverage big data to drive growth in the dynamic Chinese wine industry.
2014 Customer Loyalty ASEAN Conference: Loyalty PrimeJim D Griffin
Kunal Mohiuddin presents an elegant three-step approach for building a future-ready loyalty program capability. Kunal has more than fifteen years in design and execution of loyalty programs and solutions. Based in India, he has been the architect of numerous enterprise-scale programs, located in over 85 countries and powering over 65 brands. Lassu (lassuloyalty.com) is the ASEAN distributor and reseller of Loyalty Prime – a complete enterprise-class loyalty platform that offers full CRM and loyalty management, and excellent integration to backend systems, like POS, reservations, and ERP. With the Loyalty Prime platform, marketers can easily segment their customers, and then build engagement using social, mobile, website, email, SMS and marketing campaign automation.
How prepared is your organization for the imminent loss of third-party data?
Are you ready for first-party data to take center stage in your marketing strategy?
Maybe you’re feeling unsure of how to use first-party data?
While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with personalized experiences.
Join our webinar to learn how to design a future-proof strategy that maximizes the potential of your first-party data in a cookieless world.
You'll discover:
- Why activating your first-party data is crucial in a cookieless world.
- How to leverage your first-party data in a future-proof way.
- How to build your organization's first-party data capabilities.
Vishal Maru, Vice President of Digital Solutions at iQuanti, will explain how enterprises can embrace the power of first-party data and better connect with their customers.
Most industries and organizations have still yet to fully utilize the power of first-party data in their strategies.
Learn how to create a personalized user experience, improve your retargeting strategy, identify patterns, and predict future trends to steer your organization toward more successful campaigns.
Using data to design personalized customer experiences CXAileen Cahill
At the intersection of “Big Data” and the Big Blender – Ad Tech + Mar Tech – lies growth & competitive advantage, harkening in the era of personalization and customer experience design.
Breakthrough marketing begins by harnessing omnichannel customer insights. Using data-driven insights to design, inform & deploy your Customer Relationship Marketing, creative & media mix is where breakthrough marketing happens! A holistic view of the customer informing CX, over time, across channels and devices. Creating personalized experiences that result in long-term, high-value customer relationships.
Customer’s are in the driver’s seat! With complete information at their fingertips and numerous choices, “one size fits all” product-centered marketing is the by gone era of Mad Men.
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...Diane Waight
Next-Generation Marketing Insights provides consumer insights through analyzing large amounts of unmoderated consumer conversations from social media, transcripts, and other sources. They use techniques like Stance-Shift Analysis and Semantic Engagement Index to understand what matters most to consumers, size and trends of concepts, and strengths and weaknesses in brands. Their insights help guide business decisions in areas like product innovation, advertising, segmentation, promotions, and brand health.
Next Generation Marketing Insights: Project LearningScott Walker
Part II: Next Generation Marketing Insights project examples of using Social Media data to create superior actionable Marketing & Consumer insights. Part I reviews our methodology approach.
This document summarizes a panel discussion on data-driven marketing. The panelists were from various companies and included Wim Stoop, Jason Foster, Nick Muir, and Michael Whitelegge. They discussed how customer 360 views can help understand customers by combining data from various sources. Traditional approaches kept customer data in silos and had limitations. New approaches use enterprise data hubs to ingest both structured and unstructured data in real-time. Case studies from RBS and M&S showed how customer insights helped improve marketing campaigns and the customer experience. The panel then discussed how customer 360 is now a requirement, ideal first projects, the impact of GDPR regulations, and the importance of culture change for success.
Tailor the in-store engagement using true 360 customer profile_Godiva_Arm Tre...National Retail Federation
This document discusses using customer data to improve the retail customer experience. It notes that retailers have an advantage over other industries in delivering personalized in-store experiences. It suggests using a customer data platform to unify customer data from different channels to improve personalization, the customer experience, and supply chain optimization. The document emphasizes the importance of focusing digital transformation efforts on initiatives that use customer data responsibly and with customer consent to maintain trust while delivering a 360-degree view of customers.
Consumer behaviour analytics_e-commerceSandip Jalan
This document provides an overview of the Indian e-commerce industry and profiles several online retailers including Myntra, Jabong, and Zovi. It then describes the consumer personality survey and brand attitude survey conducted for this study. Based on the results, it analyzes the brand personality of each retailer. Finally, it identifies four key issues: 1) how efforts to reduce customer dogmatism impact retailers, 2) the role of brand personality on purchase intentions, 3) online features for targeting compulsive consumption, and 4) the impact of personalization on consumer attitude. Jabong is selected for recommendations because it showed more room for improvement than Myntra across the identified issues.
Internet Marketing Strategies for Ecommerce WebsitesHubSpot
Learn how to increase traffic quantity and quality, improve your conversion of visitors to sales, and measure the whole process with inbound marketing strategies.
dunnhumby and Metro Canada - Digital Personalization and Client Strategydunnhumby
1) The document discusses Metro Inc.'s strategy to personalize the customer experience across digital and physical channels in order to increase customer loyalty and sales.
2) Key aspects of the strategy include developing a single customer view, personalized direct marketing campaigns, and coordinating offers across channels.
3) The goals are to attract new customers, increase basket size and shopping frequency through more relevant recommendations and rewards.
The document outlines a kids holiday gifting strategy for Target Corporation. It analyzes Target's target markets, competitors, strengths/weaknesses, and key findings from a survey. It then proposes four coordinated strategies: 1) hosting in-store events focused on toys and games for kids ages 4-8, 2) gaining traction on social media platforms like YouTube by targeting kids ages 8-13, 3) increasing engagement on Target's mobile app for kids 8-13 by offering discounts and ads, and 4) improving supply chain management and sales forecasting models to predict demand and prevent out-of-stock issues.
Shopper path to purchase three biggest decisions you can influencedkcvoom
This document discusses shopper insights and the path to purchase. It begins by establishing that shoppers are different than consumers and outlines a framework showing the cyclical decision making process between consumer demand and shopper purchases. It then provides a case study analyzing a specific retailer's top shopper segments to provide recommendations on how to influence key decisions around store choice, category purchases, and promotions to drive sales. The recommendations are tailored for each high-value segment and focus on leveraging digital tools, customizing assortments and messaging, and promoting strategically in high-performing store locations.
eCMO Conference 2013 - eCommerce - from Policies to PracticesHKAIM
Dr. Henry Chang
Information Technology Advisor, Office of the Privacy Commissioner for Personal Data, HK
Speech topic: eCommerce - from Policies to Practices
The connected shopper. Fallacy fad or reality?Simon Etchells
Does the connected shopper really exist? Is ominchannel a trend or the future?
As the line between physical and digital begins to blur, what is the role, relevance and importance of the various channels in “omni channel”? With examples, case studies and insights I explore what the connected shopper paradigm means for now and the future.
1) The document provides 10 tips for email marketing success including managing customer data, sending abandoned cart emails, reactivating inactive customers, and optimizing deliverability.
2) Tips include segmenting customers based on their behavior and interests, using event-driven emails, and ensuring emails are responsive for mobile viewing.
3) Case studies show how following these tips increased open rates, click-through rates, and conversions for companies in industries like e-commerce, software, and telecommunications.
Bigalytics is a social media analytics application that aims to help retailers identify customer buying patterns and preferences from social media to provide targeted promotions. A survey of retailers found some interest but also concerns about sharing customer data and the investment required. The hypothesis that retailers would be willing to share customer data from social networks and their databases to receive personalized offers was not fully validated. The idea is not being pursued further by the team.
La presentazione del Dott. Mario Bini e della Dott.ssa Virginia Vassallo affronta il tema della digitalizzazione nel mercato Business-to-business, con un focus sull’e-commerce utilizzato per l’export.
This report is an in-depth look at how the global retail industry is impacted by mobile phones and social media. The report includes a variety of case studies and examples of how brands are adapting to the changing times.
Measuring engagement and revenue throughout the customer lifecycle by SilverpopSilverpop
In this presentation, Silverpop highlights several steps marketers should be taking in order to ensure engagement levels and the bottom line continue to rise, including the following:
Connecting revenue to the specific marketing channels and campaigns driving it
Integrating digital marketing and ecommerce systems
Developing campaigns targeted at crucial points in the buyer journey, such as first purchase, repeat customer and win back
Measuring and tracking customer engagement levels in order to target communications and understand resulting impact on engagement
4th Mobile Marketing Event by Warply: Mobile: In-store Retail’s New Era_First...Warply
First Data is a large payment processing company operating in Greece. They propose an e-couponing solution to address issues with traditional paper coupons like high costs, fraud risk, and low redemption rates. Their mobile app and web portal solution allows suppliers to create and manage digital coupons that consumers can access and redeem at retailers' point-of-sale systems. This provides benefits like reduced costs, increased sales and customer data for all stakeholders. The solution is positioned to evolve further by integrating additional e-wallet capabilities over time.
Big data strategy for a wine company in ChinaVaibhav Gupta
China Wine Company is developing a big data strategy to capitalize on industry trends and opportunities in the Chinese wine market. They have identified three key steps: 1) defining objectives aligned with business goals; 2) assessing current analytics capabilities; and 3) implementing a big data roadmap. The document outlines specific objectives such as customer acquisition and segmentation. It also provides a framework to evaluate current data, team expertise, and infrastructure maturity. Finally, it proposes a multi-year roadmap to evolve capabilities from descriptive to predictive and prescriptive analytics, along with estimated timelines and costs. The overall strategy aims to leverage big data to drive growth in the dynamic Chinese wine industry.
2014 Customer Loyalty ASEAN Conference: Loyalty PrimeJim D Griffin
Kunal Mohiuddin presents an elegant three-step approach for building a future-ready loyalty program capability. Kunal has more than fifteen years in design and execution of loyalty programs and solutions. Based in India, he has been the architect of numerous enterprise-scale programs, located in over 85 countries and powering over 65 brands. Lassu (lassuloyalty.com) is the ASEAN distributor and reseller of Loyalty Prime – a complete enterprise-class loyalty platform that offers full CRM and loyalty management, and excellent integration to backend systems, like POS, reservations, and ERP. With the Loyalty Prime platform, marketers can easily segment their customers, and then build engagement using social, mobile, website, email, SMS and marketing campaign automation.
How prepared is your organization for the imminent loss of third-party data?
Are you ready for first-party data to take center stage in your marketing strategy?
Maybe you’re feeling unsure of how to use first-party data?
While cookies going away will reduce your access to third-party data, you can still strike the right balance with your acquisition strategies and provide your customers with personalized experiences.
Join our webinar to learn how to design a future-proof strategy that maximizes the potential of your first-party data in a cookieless world.
You'll discover:
- Why activating your first-party data is crucial in a cookieless world.
- How to leverage your first-party data in a future-proof way.
- How to build your organization's first-party data capabilities.
Vishal Maru, Vice President of Digital Solutions at iQuanti, will explain how enterprises can embrace the power of first-party data and better connect with their customers.
Most industries and organizations have still yet to fully utilize the power of first-party data in their strategies.
Learn how to create a personalized user experience, improve your retargeting strategy, identify patterns, and predict future trends to steer your organization toward more successful campaigns.
Using data to design personalized customer experiences CXAileen Cahill
At the intersection of “Big Data” and the Big Blender – Ad Tech + Mar Tech – lies growth & competitive advantage, harkening in the era of personalization and customer experience design.
Breakthrough marketing begins by harnessing omnichannel customer insights. Using data-driven insights to design, inform & deploy your Customer Relationship Marketing, creative & media mix is where breakthrough marketing happens! A holistic view of the customer informing CX, over time, across channels and devices. Creating personalized experiences that result in long-term, high-value customer relationships.
Customer’s are in the driver’s seat! With complete information at their fingertips and numerous choices, “one size fits all” product-centered marketing is the by gone era of Mad Men.
Stance-Shift & Semantic Engagement Index (SEI) - Driving Insights Through Di...Diane Waight
Next-Generation Marketing Insights provides consumer insights through analyzing large amounts of unmoderated consumer conversations from social media, transcripts, and other sources. They use techniques like Stance-Shift Analysis and Semantic Engagement Index to understand what matters most to consumers, size and trends of concepts, and strengths and weaknesses in brands. Their insights help guide business decisions in areas like product innovation, advertising, segmentation, promotions, and brand health.
Next Generation Marketing Insights: Project LearningScott Walker
Part II: Next Generation Marketing Insights project examples of using Social Media data to create superior actionable Marketing & Consumer insights. Part I reviews our methodology approach.
This document summarizes a panel discussion on data-driven marketing. The panelists were from various companies and included Wim Stoop, Jason Foster, Nick Muir, and Michael Whitelegge. They discussed how customer 360 views can help understand customers by combining data from various sources. Traditional approaches kept customer data in silos and had limitations. New approaches use enterprise data hubs to ingest both structured and unstructured data in real-time. Case studies from RBS and M&S showed how customer insights helped improve marketing campaigns and the customer experience. The panel then discussed how customer 360 is now a requirement, ideal first projects, the impact of GDPR regulations, and the importance of culture change for success.
François Protopapa gave a presentation on how data is changing consumer experiences. He discussed how the amount of data being created is growing exponentially and how businesses can collect consumer data as their most valuable asset. However, he emphasized that data must be properly analyzed and used to make good decisions in order to improve customer experiences and business performance. Protopapa proposed that companies implement a customer intelligence hub and platform to better integrate data across silos, generate insights, and provide an omnichannel customer experience.
Organic Marketing - An Evolving Landscape (Michael Fleischner)Michael Fleischner
This document discusses the evolving landscape of organic marketing. Small businesses now make up the majority of businesses due to low barriers to entry. Most consumers now shop online and are influenced by social media recommendations and reviews. While digital marketing has changed how larger businesses market, most small businesses still use traditional methods and do not collect much customer data or focus on relationships. The document recommends that marketers integrate digital techniques like SEO, social media, email marketing, and events with traditional methods to better target audiences and measure results. Marketers should focus on education, automation, and measurement to help all businesses adapt to changes.
Karel jabornik teradata real-time-interaction_mngmtCleverDATA
How to built real-time customer interactions - right place. right place. right channel
Why Real-Time ? Our view. The Analyst view.
Positive impact on Marketing Efficiency.
Teradata Real Time Interactions Marketing product- the best decision, for each customer interaction - right now & across all channels.
Example use Case: Multichannel Interaction
Consideration and implementation of a successful marketing automation strategy presented by Andrew Wilson, Freelance Digital Marketing Automation & Project Manager
Digital Marketing Course Week 2: Introduction to Digital MarketingAyca Turhan
Digital marketing has largely replaced traditional marketing methods due to changes in how consumers access and share information online. Key aspects of digital marketing include segmentation and targeting of online audiences using measurable digital tactics like search, social media, and online advertising. Effective digital strategies are data-driven, focus on key objectives and metrics, and continuously optimize tactics based on results. Market research is also increasingly done online to gather qualitative and quantitative insights about target customers, competitors, and industry trends.
As inboxes get more crowded, your jobs, as email marketers, get harder and harder. How can you make sure your email campaign will stand out in your subscribers’ inboxes? Recent studies have found that increasing subscriber engagement is a top priority for the majority of email marketers in 2014. This webinar addresses this important topic and shows you how you can use Return Path’s Inbox Insight to stand out in the inbox. It covered how to use consumer and competitive data to see what drives the best engagement. We also showed you how to apply these tactics to your own program via real life success stories and examples.
Getting the Most Out of Multichannel MarketingAct-On Software
The document discusses how companies can optimize multichannel marketing strategies. It describes how past positioning frameworks were not designed for today's complex, multi-channel purchase processes. A modern approach involves dissecting the purchase process into decision points and identifying drivers of purchase intent at each point. Research methods like qualitative and quantitative research can be used to understand consumer segments, decision making processes, and benefit drivers. This information can then be used to develop messaging, activate segmentation strategies, and implement metrics to evaluate return on marketing investment across channels. An example case study demonstrates how this approach was used to improve a healthcare company's marketing effectiveness.
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
How to use the power of data in e-Commerce? Applying the Big Data solutions makes it possible to analyse data in real time. This allows us to use the data not for reports only, but to translate them into action.
The document discusses ways to personalize customer experiences during the holidays through loyalty programs and personalized communications. It provides 10 tips for personalization, including using identifiable customer information consistently, localizing experiences, personalizing beyond email content, continuing conversations with customers, and presenting related products to increase loyalty. The document emphasizes that personalization requires aligning data, technology, processes and people to move from one-size-fits-all campaigns to personalized customer conversations across channels.
Similar to 2013 Teradata Marketing Summit Presentation: Create to Consumer Visibility (20)
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
Digital Marketing Trends in 2024 | Guide for Staying AheadWask
https://www.wask.co/ebooks/digital-marketing-trends-in-2024
Feeling lost in the digital marketing whirlwind of 2024? Technology is changing, consumer habits are evolving, and staying ahead of the curve feels like a never-ending pursuit. This e-book is your compass. Dive into actionable insights to handle the complexities of modern marketing. From hyper-personalization to the power of user-generated content, learn how to build long-term relationships with your audience and unlock the secrets to success in the ever-shifting digital landscape.
Taking AI to the Next Level in Manufacturing.pdfssuserfac0301
Read Taking AI to the Next Level in Manufacturing to gain insights on AI adoption in the manufacturing industry, such as:
1. How quickly AI is being implemented in manufacturing.
2. Which barriers stand in the way of AI adoption.
3. How data quality and governance form the backbone of AI.
4. Organizational processes and structures that may inhibit effective AI adoption.
6. Ideas and approaches to help build your organization's AI strategy.
A Comprehensive Guide to DeFi Development Services in 2024Intelisync
DeFi represents a paradigm shift in the financial industry. Instead of relying on traditional, centralized institutions like banks, DeFi leverages blockchain technology to create a decentralized network of financial services. This means that financial transactions can occur directly between parties, without intermediaries, using smart contracts on platforms like Ethereum.
In 2024, we are witnessing an explosion of new DeFi projects and protocols, each pushing the boundaries of what’s possible in finance.
In summary, DeFi in 2024 is not just a trend; it’s a revolution that democratizes finance, enhances security and transparency, and fosters continuous innovation. As we proceed through this presentation, we'll explore the various components and services of DeFi in detail, shedding light on how they are transforming the financial landscape.
At Intelisync, we specialize in providing comprehensive DeFi development services tailored to meet the unique needs of our clients. From smart contract development to dApp creation and security audits, we ensure that your DeFi project is built with innovation, security, and scalability in mind. Trust Intelisync to guide you through the intricate landscape of decentralized finance and unlock the full potential of blockchain technology.
Ready to take your DeFi project to the next level? Partner with Intelisync for expert DeFi development services today!
Let's Integrate MuleSoft RPA, COMPOSER, APM with AWS IDP along with Slackshyamraj55
Discover the seamless integration of RPA (Robotic Process Automation), COMPOSER, and APM with AWS IDP enhanced with Slack notifications. Explore how these technologies converge to streamline workflows, optimize performance, and ensure secure access, all while leveraging the power of AWS IDP and real-time communication via Slack notifications.
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
Skybuffer AI: Advanced Conversational and Generative AI Solution on SAP Busin...Tatiana Kojar
Skybuffer AI, built on the robust SAP Business Technology Platform (SAP BTP), is the latest and most advanced version of our AI development, reaffirming our commitment to delivering top-tier AI solutions. Skybuffer AI harnesses all the innovative capabilities of the SAP BTP in the AI domain, from Conversational AI to cutting-edge Generative AI and Retrieval-Augmented Generation (RAG). It also helps SAP customers safeguard their investments into SAP Conversational AI and ensure a seamless, one-click transition to SAP Business AI.
With Skybuffer AI, various AI models can be integrated into a single communication channel such as Microsoft Teams. This integration empowers business users with insights drawn from SAP backend systems, enterprise documents, and the expansive knowledge of Generative AI. And the best part of it is that it is all managed through our intuitive no-code Action Server interface, requiring no extensive coding knowledge and making the advanced AI accessible to more users.
5th LF Energy Power Grid Model Meet-up SlidesDanBrown980551
5th Power Grid Model Meet-up
It is with great pleasure that we extend to you an invitation to the 5th Power Grid Model Meet-up, scheduled for 6th June 2024. This event will adopt a hybrid format, allowing participants to join us either through an online Mircosoft Teams session or in person at TU/e located at Den Dolech 2, Eindhoven, Netherlands. The meet-up will be hosted by Eindhoven University of Technology (TU/e), a research university specializing in engineering science & technology.
Power Grid Model
The global energy transition is placing new and unprecedented demands on Distribution System Operators (DSOs). Alongside upgrades to grid capacity, processes such as digitization, capacity optimization, and congestion management are becoming vital for delivering reliable services.
Power Grid Model is an open source project from Linux Foundation Energy and provides a calculation engine that is increasingly essential for DSOs. It offers a standards-based foundation enabling real-time power systems analysis, simulations of electrical power grids, and sophisticated what-if analysis. In addition, it enables in-depth studies and analysis of the electrical power grid’s behavior and performance. This comprehensive model incorporates essential factors such as power generation capacity, electrical losses, voltage levels, power flows, and system stability.
Power Grid Model is currently being applied in a wide variety of use cases, including grid planning, expansion, reliability, and congestion studies. It can also help in analyzing the impact of renewable energy integration, assessing the effects of disturbances or faults, and developing strategies for grid control and optimization.
What to expect
For the upcoming meetup we are organizing, we have an exciting lineup of activities planned:
-Insightful presentations covering two practical applications of the Power Grid Model.
-An update on the latest advancements in Power Grid -Model technology during the first and second quarters of 2024.
-An interactive brainstorming session to discuss and propose new feature requests.
-An opportunity to connect with fellow Power Grid Model enthusiasts and users.
Best 20 SEO Techniques To Improve Website Visibility In SERPPixlogix Infotech
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How to Interpret Trends in the Kalyan Rajdhani Mix Chart.pdfChart Kalyan
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Building Production Ready Search Pipelines with Spark and MilvusZilliz
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Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdf
2013 Teradata Marketing Summit Presentation: Create to Consumer Visibility
1. Gib Bassett
Global Program Director for
Consumer Goods
gib.bassett@teradata.com
Twitter: @gibbassett
Tim Shaw
Senior Industry Consultant,
Consumer Goods
tim.shaw@teradata.com
Twitter: @shawfive
CREATE TO CONSUMER
VISIBILITY IN THE ERA OF
CONNECTED CONSUMERS
3. 3 4/16/2013 Teradata Confidential
Why knowing the “path to
purchase” is more important
than ever
That the “path” is about digital
and so much more
A methodical and quick to
value approach to achieving
“create to consumer” visibility
What to expect from this presentation
9. 9 4/16/2013 Teradata Confidential
• Consumers repeatedly buy the same 150 items to satisfy 85
percent of their needs
• 70 percent of households prepare meals at home and choose
repeatedly from just 9 recipes
• 2 percent of shoppers account for 80 percent of volume for a new
product in its first year
• Retail private label market share growing at national brand
expense
• Trade promotion expense out of control
• E-Commerce direct sales good, but not the answer
• Gov’t regulation promises need for unprecedented traceability
Cracking the Code is Critical!
10. 10 4/16/2013 Teradata Confidential
• CPGs are staffed
with consumer and
customer insight
teams and
increasingly
making them a
priority
• More CPGs
recognize the
power of direct
digital
communication
channels to collect,
analyze and
leverage consumer
data
The Good News / Bad News
• Customer (retail)
partner insight
teams limited to
aggregate sales
data, no consumer
data
• No data
management
strategy to
capture, integrate
and leverage
detailed consumer,
sales, and
production data
• Consumer
marketing data not
captured,
sometimes not
even yet “owned”
The Good
The Bad
11. 11 4/16/2013 Teradata Confidential
Evolution To Enterprise View
Consumer
Data
Consumer
Data
+
Sales
Analysis
+
Customer
Analysis
+
Profitability
Analysis
+
Inventory
Analysis
Customer
Data
Financial
Data
Supplier
Data
Sales
Data
Sales
Data
Sales
Data
Sales
Data
Customer
Data
Customer
Data
Financial
Data
Consumer
Data
Consumer
Data
Consumer
Data
Consumer
Data
BusinessValue The Superior Business Value of
Centralized, Integrated Detail Data
12. 12 4/16/2013 Teradata Confidential
Value
Consumer
Data
+
Sales
Analysis
+
Customer
Analysis
+
Profitability
Analysis
+
Inventory
Analysis
$Millions
Potential
Value
Customer
Data
Financial
Data
Supplier
Data
Sales
Data
Sales
Data
Sales
Data
Sales
Data
Customer
Data
Customer
Data
Financial
Data
Business
Value
…the Business Value
Compounds Exponentially
Consumer
Data
Consumer
Data
Consumer
Data
Consumer
Data
Investment
While the integrated data investment
increases incrementally…
Consumer
Data
BusinessValue The Superior Business Value of
Centralized, Integrated Detail Data
13. 13 4/16/2013 Teradata Confidential
Create to Consumer Visibility:
What it looks like + What it buys you
Unified Data Architecture
Consumer Data
• Opt in Marketing
• Campaigns
• Demographics
• Preferences
• Social Media
• Web/e-Commerce
• Mobile
• Contact Center
• Panels
• Third Party
Customer/Trade
Partner Data
• All Retailer POS
Transaction Details
• Trade Promotion Spend
• Shopper Marketing
Spend
• Brand Paper and Digital
Coupons
• All Loyalty Card Data
• Syndicated Data
• Pricing Data
Operations &
Distribution Data
• Detailed ERP Data
• Demand and Forecast
Data
• Inventory Data
• Shipping Data
• Supplier Cost Data
R&D
• Ideation
• Test market
• Design
• Packaging
Marketing
• Marketing mix
• Hyper local
• A/B testing
• Relevance
• ROI
Sales/Trade Partners
• Value based trade
promotion
• Pricing for maximum
margin and volume
• On shelf availability
• Shopper marketing
Brand
• Consumer
and shopper
sentiment
• Sales
performance
Production & Supply Chain
• Demand driven supply
• Tooling and materials
• Distribution logistics
Applications and Analytics
14. 14 4/16/2013 Teradata Confidential
So, Where Do We Start?
Consumer
Engagement
• Channel
explosion
• Expectation of
relevancy
• Variety of
conversations
Actionable
Insight
• Complexity of
data
• Move from
data to
insight
• Make insight
actionable
Accountability
• Align spend
to channel
• Justify spend
• Maximize
spend across
channels
15. 15 4/16/2013 Teradata Confidential
Stages of Marketing Sophistication
Broadcast your
message and
they will come
STAGE 1
MASS
MARKETING
Broadcast
your message
to a specific
segment
STAGE 2
SEGMENT
MARKETING
Exploratory Analysis and Mass Communications Actionable Analysis and Monologue Communications
Predictive
analysis and
segment-
focused
communications
STAGE 3
TARGET
MARKETING
Personalized
communication
based on individual
behavior patterns
STAGE 4
CONSUMER-DRIVEN
COMMUNICATION
Iterative and
progressive
communications
across all
channels
STAGE 5
INTERACTIVE
CONVERSATIONS
Multi-channel, Event-driven, consumer Managed Relationships
Event-Driven, Interaction Management and Individual DialoguesModeling and Customized Communication
One Relationship, Single View of Consumers
LIFE
STAGECHANNELBRAND
16. 16 4/16/2013 Teradata Confidential
Integrated Consumer Marketing:
Teradata’s Solution Framework Approach
Marketing Analytics
Mining
Modeling
Reporting
Trending
Profiling
Segmenting
Marketing Operations
Workflow
& Rules
Plan
Spend
Brand
Assets
Campaign
Design
Multi-Channel
Campaign Automation
Leads
Campaign
Automation
Source Data
Product/
SKU
Inventory
Sales/
POS/
Franchise
Supplier
Promotional/
Loyalty Data
Strategic Insight and
Marketing Processes
Seamless Customer
Engagement
Call
Center
Events
Email
Mobile
Channels Customers
Sales
Consumer
Partner
Pre-engineered
Consumer-
centric
Data
Management
Assets
Data
Warehouse
Consumer
Feedback Loop
Social
Media
Web
17. 17 4/16/2013 Teradata Confidential
Critical Role of Master Data Management
• Multiple sources require harmonization and standardization to be
useful for analytics and reporting – critical to value!
• Extensive outbound marketing across brands & regions
• Customer data silos + local/product-specific focus have
prevented maximum value of global customer data
• Marketing platform must support analytics across all brands and
regions
Country- and
Region-specific
Product/Brand
Consumer Data Silos (Original)
Consumer
Data
Warehouse
T
M
D
M
Comprehensive Consumer Data View
Silos support isolated analyses with inconsistent
conclusions and duplicated tools & effort
Customer data sources feed central DW -> Better analysis
& marketing campaigns. Customer records
managed/cleansed using Teradata MDM with third party DQ.
Campaign Mgmt
(ARM) users
BI users
External
Marketing
Agencies
Other users
19. 19 4/16/2013 Teradata Confidential
Integrate, Engage, Analyze
Through integration, analytics, and acting on the data you achieve:
• Personalization
> Segments Preference Behavior
> Real-time & ad-hoc driven
> Targeted & relevant
> Across touch-points
> Based on Analytics
> Dialog focused
> Enable innovative marketing
• Life-stage marketing
> Lifestyle based content
> Be present in important moments
Across Any Channel
20. 20 4/16/2013 Teradata Confidential
Plan & Initiate Your Marketing Campaigns
AMS – Aprimo Marketing Studio allows
marketing users to create and manage marketing
initiatives through an easy to use workflow.
Activities are created
and budgets are
applied.
Activities have projects with tasks. Specific
tasks link to ARM for campaigns.
21. 21 4/16/2013 Teradata Confidential
Target Customers By Segment and Planned
Interaction Channel
ARM – Aprimo Relationship Manager offers marketing users the
ability to target, create/manage campaigns and customer contact.
Create a contact plan with multiple steps,
offers and channels. Customer paths
through the plan is dependent on how they
respond to offers. Responses become
consumer actions that provide the Closed
Loop Feedback. Great for test and learn.
22. 22 4/16/2013 Teradata Confidential
Execute “Dialog Strategies” - Not Just Mailings
• Joe researches Shaving & Skin Care…
− Multiple channels, including online
− Automatically initiate follow-up
− Ensure Consistent Action and Closure
− Message reinforcement and reminders
23. 23 4/16/2013 Teradata Confidential
Coordinating all the touch points…which
message gets sent? When?
Buy 2 for 1
Pre-mail teaser
Retention incentive
Club sign-up Welcome pack 1st newsletter
AutomateDialogPromoteReinforceTest
Free Sample
Product Review Trial Offer
“Come back” Offer
20% Off Next Purch
24. 24 4/16/2013 Teradata Confidential
Example: Consumer Dialogue
Step 1: Email
about a new
product
Step 2: Consumers who didn’t
open first message receive new
message with different subject
Step 3: Consumers who opened
1st or 2nd message receive an offer
to download a coupon to try the
new product
Step 4: Consumers who clicked to
download the coupon are thanked
and asked to leave a review
Step 5: Consumers who didn’t
download the coupon receive a
message with testimonials and
higher coupon offer
Step 6: Consumers who left a
review are invited to join our
Loyalty Club Program and
Facebook Group for special offers
26. 26 4/16/2013 Teradata Confidential
Achieving Consumer Insight
Unified Data Architecture
Consumer Data
• Opt in Marketing
• Campaigns
• Demographics
• Preferences
• Social Media
• Web/e-Commerce
• Mobile
• Contact Center
• Panels
• Third Party
Customer/Trade
Partner Data
• All Retailer POS
Transaction Details
• Trade Promotion Spend
• Shopper Marketing
Spend
• Brand Paper and Digital
Coupons
• All Loyalty Card Data
• Syndicated Data
• Pricing Data
Operations &
Distribution Data
• Detailed ERP Data
• Demand and Forecast
Data
• Inventory Data
• Shipping Data
• Supplier Cost Data
R&D
• Ideation
• Test market
• Design
• Packaging
Marketing
• Marketing mix
• Hyper local
• A/B testing
• Relevance
• ROI
Sales/Trade Partners
• Value based trade
promotion
• Pricing for maximum
margin and volume
• On shelf availability
• Shopper marketing
Brand
• Consumer
and shopper
sentiment
• Sales
performance
Production & Supply Chain
• Demand driven supply
• Tooling and materials
• Distribution logistics
Applications and Analytics
28. 28 4/16/2013 Teradata Confidential
> Relate known consumers
to buying centers to focus
in-store marketing and
measure influence on
sales for hard ROI.
> Match trade promotions
and shopper marketing
actions with social media
activity and production to
optimize distribution,
inventory and on shelf
availability.
Improving Marketing Performance
29. 29 4/16/2013 Teradata Confidential
> Bring added value to
retailers with consumer
profiles related to store
buying centers to inform
local/in-store promotion
and store layout.
> Perform localized,
measurable and
adaptable product
launches using geo-
fenced opt in consumer
profiles and distribution
data to avoid out of stock
situations in the critical
trial phase.
Improving Sales Performance
30. 30 4/16/2013 Teradata Confidential
> Test product and
packaging ideas with
brand champions that can
then be called upon to
endorse new products at
launch.
> Build demand plans based
on detailed sales data
then adjust production
and distribution based on
actual market
performance as well as
predicted demand from
social channels.
Improving Operational Performance
31. 31 4/16/2013 Teradata Confidential
At Scale!
For millions of consumers
Dozens of brands
Thousands of channels
Expansive Supply
Networks
32. 32 4/16/2013 Teradata Confidential
Closing Thoughts
• Consumer relationships must become a core competency –
they are not outsourced
• Business process and technology implications
• Cross channel visibility within and across brands
fundamental to maximum data leverage
• Agencies remain vital, but their actions fuel CPG-owned
consumer understanding and relationship creation
• Integrated data eco-system as fundamental foundation for
consumer engagement
• Is your company ready to engage your consumers 1:1?
33. 33 4/16/2013 Teradata Confidential
Consumer Insight as a Service
Teradata Consumer Warehouse
> Data capture and/or loading
– Depending on sources
> Data hygiene/
cleansing/householding
> Data modeling/management
> Data warehouse maintenance and
management
– Availability/performance elasticity
assumed
Comprehensive Reporting
> System operations and
performance
> Campaign metrics and ROI
Professional Services
> Managed services
> Implementation
> Maintenance
> Customization
Teradata Marketing Automation
> Campaign management software
and execution (optional)
> Automated workflow, DAM, financial
management
> Email creation and delivery/services
> System configuration/tuning
User Training
> Training and education
Analytics and Activation
> Advanced Analytics
– Teradata Data Mining Lab
– Aster Data analytics
> Partners
– SAP, Celebrus, Accenture, etc.
> Campaign execution
34. 34 4/16/2013 Teradata Confidential
Connected Consumer White Papers
The Connected
Consumer
Consumer
First
Three Steps to Optimizing
Multi-Brand Wallet Share
Scan to download the PDF
35. 35 4/16/2013 Teradata Confidential
Solution Materials
Scan to download the PDF
Aprimo Relationship
Manager
Aprimo Master
Data Manager
Abstract: Channels such as social media and mobile present new ways for manufacturers to interact with their consumers and shoppers yet doing so most effectively requires a focus on rich insights fueling interactions along the circuitous path to purchase. The digital breadcrumbs left by consumers and shoppers are of a variety and velocity that begs for big data platforms capable of making sense of multi-structured data at a pace matching the busy lifestyle of Connected Consumers. Ultimate value is unleashed when such a foundation integrates data from all sources – marketing, sales and operations – providing “create to consumer” visibility at less cost while ensuring accuracy and just in time decision support to stakeholders across the enterprise.
First, recalling our presentation from last year’s Summit…we kicked off by showing a Google-produced infographic illustrating the “connectedness” of today’s consumers. Then, as now, the trend is only increasing as more and more consumers own smartphones and tablets, and use these to communicate on the go with their friends, social networks, brands and retailers. We talked about how because of this trend, many CPG companies were moving to embrace direct digital marketing as part of their mix, in some cases at the expense of traditional media. We talked about how Teradata offers solutions for helping CPG marketers understand and engage their consumers and shoppers to fuel insights and drive sales.
This year we take the conversation beyond the realm of digital and consumer marketing, to a viewpoint inclusive of all the data available within and outside the Consumer Products company. The shopper’s path to purchase can best be understood and influenced when analytics inform not just marketing but sales and operational functions – and this takes literal “create to consumer” visibility. It is then that breakthrough value and competitive advantage are achieved.
The 80/20 rule – a great rule of thumb that applies as much to the Consumer Products industry as any (in fact, maybe more when you consider that a very small percentage of shoppers – around 3 percent – drive 80 percent of volume in the first year of a new product). For our presentation today, we’re using it to show the drastic change in the influence that the retail store environment has on product purchase behavior.
Old way of shopping, where 80 percent of purchase decisions could be influenced inside the store. Notice how no one in this photo is checking their mobile phone – because it’s the 1960s. Things have changed.
Today’s shoppers by contrast have decided with some 80 percent confidence in the shopping list before they enter the store, and even when in the store mobile, social media and web communication channels connect the shopper to information, their households/friends/families and even the store (via purchase as shown) in ways never in the past possible. It challenges both manufacturers and retailers to “crack the code” of today’s transient shopping list – making path to purchase visibility a must. For retailers, “showrooming” has become the challenge, for manufacturers (especially food) it’s about “getting on the list.”
Shopper behavior has given rise to an idea called “the zero moment of truth,” coined by Google and the topic of a book by the same name. ZMOT describes consumer behavioral change relative to the CPG industry’s long-held focus on a “first moment of truth.” It illustrates how the purchase journey is no longer a predictable, linear process but rather one facilitated and influenced by the web, mobile and social channels.The term “First Moment of Truth" (commonly called FMOT) was coined by Procter & Gamble in 2005 to define the first interaction between a shopper and a product on a store's shelf.This moment was considered one of the most important marketing opportunities for a brand, as P&G asserted -- and others believed -- that shoppers make up their mind about a product in the first few seconds after they encounter that product for the first time.While this first moment of truth is still important, the rise of full internet adoption and increased search engine use often lead to many brand interactions taking place between a consumer and a brand before that consumer ever sees a product on a shelf. This phenomena is what Google calls ZMOT.
This infographic brings it home, showing the stages of the buying process and the influences affecting movement throughout the process. The process may be linear but the path is definitely not. Understanding the path for each of your consumers and using this insight to inform a personal relationship with each is becoming table stakes for CPGs competing for both scarce wallet share and also mind share – there’s simply so much stimuli in the consumer’s environment that only the smartest marketers – armed with the best data and analytics – will break through.
Understanding how consumers make shopping decisions is more important than ever. It’s a fundamental insight needed to compete and win, otherwise price becomes the focal point of everything – the price the manufacturer charges to the retailer and the price paid by the consumer. Consumer products companies must figure out ways to add value other than price. Otherwise they risk succumbing to the realities facing today’s CP companies.
With respect to “cracking the code,” it’s a good news/bad news situation for most companies.Good that virtually all CPGs have staffs of consumer and customer insights professionals and their companies acknowledge the value and power of the consumer today.Bad that few of those teams have access to detailed transaction details across all of their customer trading partners, let alone access to the rich mine of consumer data generated and often managed by third parties such as agencies and marketing services companies.
The end state could look something like this, with every critical business function informed with one version of the truth. In Teradata parlance, we call the backbone our Unified Data Architecture, or UDA. The UDA serves to collect and integrate all data sources, and provide analytics to the entire organization.
Starting with “the consumer” and marketing, we talk about focusing on three key areas – consumer engagement, actionable insight and accountability. Every company is at a different stage of development within each of these three pillars. All have the opportunity to leverage data and analytics to understand the path to purchase and use these insights to inform all of the marketing levers available to drive desirous shopper behavior.
As we progress through the various stages of marketing sophistication, it’s important to use digital marketing effectively.Click 1:some brands may be more suited to mass marketing, while others will want / need to have the 1:1 relationship with the consumer. Click 2:likewise, there is consumer data that varies which will dictate how we communicate with consumers.The channel of communication may vary by brand, as well. Some consumers have only a shared street address, some will prefer email, while others want MMS.The channel will vary by consumer & by brand & potentially even by communication. In any case, the timing of relevant, coordinated communications is paramount, regardless of channel.Click 3: Digital channels are available today to capitalize on – in the short term – given the stage of marketing sophistication. Mobile marketing & ecommerce can help drive more interactive conversations, and to reach the consumer before they make their decision to buy. Plus, as new channels come online – as technology evolves –they can be leveraged without changing the underlying CRM system.Click 4: box disappears; not contentClick 5: Finally, consumers are changing as well. You want to keep the relationship with all consumers through all their life-stages -whether you’re a grandmother, a new mom, a family of 4, a 12-yr old girl, or the young adult going off on their own for the first time – CPG multi-brands have products/solutionsthat fit a life stage. Click 6: You are able to have one relationship with the consumer – but vary communication by brand, by communication channel, and consumer life-stage. From the novice marketer to the sophisticated analyst; for the masses through to the interactive conversations – Teradata enables this vision globally for all brands & all consumers.We are the leader in consumer marketing solutions, delivering 1:1 relationships for industry leaders worldwide (naming a few: Travelocity, Metro Group, British Airways, Bank of America, Verizon).
The framework to power direct consumer relationships looks like this.Teradata’s best in class data management capabilities via the UDA enable the CPG IT organization to capture all data within and outside the business, then make it available to power analytics, serve the marketing operations function and drive direct consumer and shopper engagement.This complete “marketing system” leverages also Teradata applications for both Campaign Management and Marketing Resource Management to engage consumers thru their preferred channels. In the process data is generated, both voluntarily by consumers but also system-generated data on consumer actions, and all is fed back into the system to continually tune the entire process.
Idea here is to emphasize the MDM challenge involved with obtaining and integrating data sources in many formats from many different agencies, based on many different brands and campaigns globally.This explains how we are solving for the MDM problem with one of the largest global CPGs that is engaging its consumers in the very way we have been talking about today.
Idea here is to show the depth and variety of consumer data sources we are talking about. Also highlight how these data points are not always constant and are generated/used at different points in the shopping process within and outside the store. It’s dynamic data, continuously changing.
Idea here is to show a simple diagram of the marketing process that “puts the integrated consumer data to use,” but also continuously builds upon and improves that data through a closed loop process aimed at creating brand affinity with analytics around lifestage.
Idea here is to begin a simple illustration of the “how” around the Campaign Management capabilities of Teradata Applications as they relate to leveraging and contributing to integrated consumer insights.
They enter the campaign at different timesThey progress through the dialog at their own pace via different routes, based on their particular needs and preferencesThey progress based on when THEY respond to each step, not in waves determined by pre-programming
This example shows how the engagement process collects response and campaign effectiveness data on an individual basis, that can be paired with the profile of the targeted consumer. That profile is further enhanced by data collected and/or updated voluntarily by the consumer when information is requested as part of offer redemption, promotion participation or survey response. The totality of data can be used in segmentation, response modeling, predicted best next offer, and personalized messages or offers.
Idea here is to show the depth and variety of consumer data sources we are talking about. Also highlight how these data points are not always constant and are generated/used at different points in the shopping process within and outside the store. It’s dynamic data, continuously changing.
Idea here is to show the slice of the complete Create to Consumer view addressed by Consumer Insights as a Service, that is completely leverageable into the broader value proposition (Applications and Analytics) because the Consumer Engagement (Teradata applications) is part of the Teradata database (and its LDM, which is extensible into all the other subject areas and can be integrated with Aster for Discovery and if necessary Hadoop). We make it easy to begin this journey.
For Marketing, a complete “create to consumer” view could…
For the Sales organization, a complete “create to consumer” view could…
For your Factory and Distribution Operations functions, a complete “create to consumer” view could…
And do it all at scale, across all your consumers, for all your brands and retail partners, and across your supplier network.
This is a summarization of the “how” as it relates to beginning the journey to Create to Consumer visibility by way of a Teradata solution (Consumer Insight as a Service). Teradata recognizes that most manufacturers are accustomed to outsourcing brand and digital marketing to specialized agencies. This solution reigns in the data created as part of their activities, marries it with spend and planning data in addition to other sources available such as POS transactions, then provides the integrated foundation to anyone inside or outside the company (like agencies) to engage consumers in a consistent experience. The overall effect is a more competitive company that achieves more value from its agency relationships while providing rich consumer insights to anyone in the company (not just marketing).