Do you know what your top ten 'happy' customers look like? Would you like to find ten more just like them? Come learn how to leverage 1st & 3rd party data to map your customer journey and drive users down a path where every interaction is personalized, fun, & data-driven. No more detractors, power your Customer Experience with data! In this webinar you will learn: -When, why, and how to leverage 1st, 2nd, and 3rd party data -Tips & Tricks for marketers to become more data driven when launching their campaigns -Why all marketers needs a 360 degree customer view

1. POWER YOUR
CUSTOMER EXPERIENCE
WITH DATA
Rafa Flores @TreasureData

2. • Senior Product Manager at Treasure Data
• Manage data ingestion & data syndication components of our platform
• Manage the user experience of such components
• Work cross-functionally with Product Marketing to take our products to market
• Formerly led all Product & Customer Success efforts
• Fun Fact: I run 5k races with my 90 lb. Labrador Retriever
About me

3. Customer Experience
• Defined as a series of interactions between an individual and
an organization throughout a business relationship
• Referred to many as a “dating game”
• Often mistaken for Customer Service or Customer Success
• Involves all members of an organization, but it typically starts
with Marketing

4. Customer Journey
Brand
Awarene
ss
Initial
Engage
ment
Evaluatio
n
Purchase
Onboardi
ng
Usage
Need
Assessm
ent

5. Why does
Marketing
matter?
Why does
Marketing
matter?

6. 2 Pillars of Marketing
Brand
Awarene
ss
Initial
Engage
ment
Evaluatio
n
Need
Assessm
ent

7. First Pillar: Brand Awareness
What business
problem does your
product and/or
offering solve?
When that problem
exists at an
organization, is your
brand top of mind?
If the answer is no,
then you lack a strong
brand…
But wait, how can you
fix the problem?!
1 2 3

8. Leveraging
2nd & 3rd
Party Data
Leveraging
2nd & 3rd
Party Data

9. 2nd & 3rd Party Data as a Solution
• 2nd Party data is in its simplest form “data sharing” across
brands
• Example: Ford USA sells to Toyota USA its records of customer purchases
over the past month aggregated by age range
• While 3rd Party data is typically data that has been aggregated
by a third party source (typically a DMP)
• Example: Snoopi DMP collects web traffic data across publishers of its web
visitors and ultimately aggregates it by taste and behavior which it then sells to
Nestle Ads

10. 2nd & 3rd Party Data as a Solution
• 3rd Party data has become your foundation for “who” to target by
generic buckets
• Buyers ages 21-30 years old typically do not purchase a product upon
running an initial search
• 2nd Party data has become your sample to either accept or refute your
3rd Party data source
• You are a Toyota online-only dealer targeting 21-30 years old buyers. You
buy 3rd party data that suggests your web visitors do not purchase upon
initial search (as suggested above). Your Honda online-only partner sells you
their 1st party data aggregated by age ranges and quickly you realize 21-30
year olds typically purchase upon initial search

11. Second Pillar: Initial Engagement
• This is your first impression
• This can be an Ad on search display
• This can be collateral published on your knowledge base site
• This can be a tweet on your company Twitter account
• This matters most when it is personalized

12. Leveraging
1st
Party Data
Leveraging
1st
Party Data

13. 1st Party Data as a Solution
• 1st Party data is data YOU own
• CRM
• Website visitors
• Product Usage
• Et.
• Ultimately, it gives you the “who” within your reach
(no longer generic buckets!)

14. 1st Party Data as a Solution
• Laura is the VP of Marketing at Salesforce.com
• She visits treasuredata.com
• Quickly navigates to the Resource Library page
• She spends 30 minutes, then submits a demo request form
• Laura is already a sales prospect in our CRM
• A Treasure Data Account Executive contacts Laura
but she never replies to the e-mail
• What next?!

15. 1st Party Data as a Solution
• Marketing is tasked with retargeting Laura
• Thanks to leveraging 1st Party data, the Lead Generation Manager is
aware that Laura enjoys learning about how to activate marketing
campaigns via real-time user segmentation
• Next time Laura navigates the web, she receives targeted Ads
describing Treasure Data’s capability for real-time user segmentation
• Next day, she purchases Treasure Data

16. 360 Degree View

17. Subaru relied on gut feeling to form their marketing and advertising
campaigns. But in order to optimize their marketing ROI, they
needed to accurately understand the customer buying journey and
distribute messaging based on behavior based data. They realized
that having 3rd party data alone failed to accurately capture where
each customer was in the buying journey.
Subaru Case Study

18. Subaru Case Study
Male / Age 25-35 Male / Age 25-35
Before:
Disconnected Data, Wasted Budget
After:
Right Message at Right Time

19. “We started thinking about people, not devices.
Buyers who just started to consider and those
who are almost decided are quite different in
character, and putting the same advertisement
for both is not effective.”
-Subaru Team
Thank You