Artificial intelligence and mobility have already reshaped the many ways in which customers search, discover and purchase goods and services. The additional challenges of GDPR and data privacy rules being re-shaped by public policy around the world will require brands to change course in business operations and marketing as new technological possibilities are being brought to market today. Such change is not all about mobile apps, marketing automation and chatbots, though. Let's discuss the critical need to truly know your customers, how today's marketers may have an advantage in this brave new world, and how you must leverage these abrupt shifts in commerce and consumer behavior through data unification, audience intelligence and personalization in order to scale your business over the coming 18 months.

1. KEYNOTE
Tim Hayden
PRESIDENT & CO-MANAGING PARTNER,
BRAIN+TRUST PARTNERS
LOS ANGELES, CA ~ JUNE 13 - 14, 2018 | DIGIMARCONWEST.COM
#DigiMarConWest
Know Your Customers,
Before It's Too Late: Five
Paths to Brand Success

2. Know Your Customers Before It’s Too Late
2
June 14 , 2018 - #DigiMarCon West – Santa Monica - @TheTimHayden

3. The Current Situation
3

4. 4
Business
Transformation
Impacts Every
Corner of
Your Brand
Globalization
of Stakeholders &
Public Policymaking
Disparate
Systems &
Platforms
Rapid
Technology
Evolution
Bots &
Fake News
Changing
Organizational
Structures
Convergence
of Comms + Marketing
Analyzing and measuring
non-textual content/UGC
Critical Business
Transformation
Trends

5. 5

6. 6

7. 7

8. 8

9. 9

10. 10

11. 11

12. 12
1-to-1

14. 14
Hello [FIRSTNAME],

15. 15

16. What’s the Impact?
16

17. 17
Fewer Repeat
Purchases

18. 18
Most valuable customers churn
to competitors

19. 19
Lost revenue

20. Solving the Digital Dilemma
20

21. 21
Start with a digital-first
customer focus

22. 22
Create loyalty and a consistent
user experience that
encourages repeat purchases
and referrals

23. Steps to Success
23

24. 24
Connect Understand Act
Find all the relevant data
sources and work with a
CDP to get everything in
one place
Use machine learning and
data science to understand
what customers want most
Develop strategy, tactics, and
execution to migrate to
digital-first customer focus

25. 25

26. 26

27. 27
Data in Action

28. 28
Lower Marketing Spend + Happier Customers
GDPR Compliance (Freedom to be forgotten)
Personalization & Contextual Relevance
Identity Verification…BLOCKCHAIN!
Accelerate Product Dev & Time to Market
Optimal Segmentation & Audience Insights
Readiness for AI/Machine-Learning
Future Point Solutions, Plug-n-Play

29. 29
Spend a Little $, To Own What You Don’t
Friends & Followers
Social Networks
Custom Audiences
Media Networks
Cookies
Pixel Lists
Restargeting Lists
CONTACT INFO:
Name
Email
Phone
Address
What you think you own:
What you need to have:

30. 30
Predictive Forecasting & Planning
Ingestion Unification Analysis Audience Segmentation Syndication Measurement

31. 31
Leverage Direct Connectivity

32. 32
Leverage Direct, User-Generated Content

33. 33
Leverage Direct, User-Generated Content

34. But Wait! There’s More….Data!
34

35. 35
Customer Interviews
Current
Motivation
Confidence
Trust
Lost
Objections
Competition
Concerns
Prospective
Needs
Motivation
Beliefs

36. 36
Customer Advisory Board
Needs
Operations
Budgeting
Consideration
Productivity
Efficiency
Savings

37. 37
Talk and share across your
business

38. Onward…
38

39. 39
Leading in Transformation
Chemistry
Blending the best in
class customer
experience with the best
in class customer focus
Knowledge
Superior data science
and machine learning to
leverage all data
Focus
Transitioning focus from
internal to external

40. Thank you.
40
Tim Hayden
tim@braintrust.partners
@TheTimHayden
linkedin.com/in/saddleup