More than half of customers say experience affects their buying. People-Based Marketing — and a connected database — allows marketers to drive relevant multi-channel brand experiences. Presented at Masterclassing New York, Jan. 25.

1. Harnessing Your Data to
Power People-Based
Marketing

2. Today’s customers
are in control.

3. The old buyer’s
journey.
SOURCE: HubSpot

4. The new buyer’s
journey.

5. Customers expect …
Right Message Right Place Right Time

6. We know how frustrating the
buying experience can be.
We’re customers too.

7. More than half of
customers say their
experience affects
buying.
Brands have to nail
the buyer’s journey.
SOURCE: The Deloitte
Consumer Review, 2016

8. That’s where
People-Based Marketing
comes in.

9. People-Based
Marketing is using
data, technology &
insights to target
individual people
& drive relevant
brand experiences
at all touchpoints.

10. “Reaching real people on a 1 to 1
level, and treating each person the
way they deserve and expect to be
treated, from the moment they
discover a brand through advocacy.”
— Jason Oates, LiveIntent

11. The biggest
barrier?
Creating a
complete view of
the customer.

12. 1.Create a
single view of
your customer

13. 2.Build your
customer
profile

14. 3.Fuel customer
recommendations
& personalization

15. But.
People-Based
Marketing can feel
intimidating.
But you don’t have to
get there tomorrow.

16. People-Based Marketing is a
continuum.

18. Engage the person behind the email
www.TowerData.com
Tom Burke
CEO
Phil Davis
CBO