Tim Hayden, President of Braintrust Partners, gave a keynote on knowing your customers before it's too late. He discussed five critical business transformation trends including globalization, technology evolution, and changing organizational structures. He emphasized the need for companies to connect all customer data sources, understand customer wants through data science and machine learning, and develop a digital-first customer focus strategy. This will help solve the digital dilemma, create customer loyalty, and increase repeat purchases and referrals while lowering marketing costs. The key is transitioning the focus from internal to external through superior data insights.

1. KEYNOTE
Tim Haydentim@braintrust.partners
PRESIDENT & CO-MANAGING PARTNER,
BRAIN+TRUST PARTNERS
NEW YORK, NY ~ MAY 10 – 11, 2018 | DIGIMARCONEAST.COM
#DigiMarConEast
Know Your Customers,
Before It's Too Late:
Five Paths to Brand Success

2. Know Your Customers Before It’s Too Late
1
May 10, 2018 - #DigiMarCon East – New York - @TheTimHayden

3. 2
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

4. The Current Situation
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11. 10
1-to-1

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14. 13
Hello [FIRSTNAME],

15. What’s the Impact?
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16. 15
Fewer Repeat
Purchases

17. 16
Most valuable customers
churn to competitors

18. 17
Lost revenue

19. Solving the Digital Dilemma
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Start with a digital-first
customer focus

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Create loyalty and a
consistent user experience
that encourgaes repeat
purchases and referrals

22. Steps to Success
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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

24. 23
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:

25. 24
Leverage Direct Connectivity

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Leverage Direct, User-Generated Content

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Lower Marketing
Spend & More
Customer Happiness
CDP
Social Media
Email
SMS/MMS
Apps
Marketing
Automation
Transaction/
POS
3rd Party/Meta Insights
Supply Chain/
Logistics
Chat
DAM/DSP
Business Process
Improvement
Expedited Product
Development &
Time-to-Market

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GDPR Compliance (Freedom to be forgotten)
Personalization & Contextual Relevance
Identity Confirmation …BLOCKCHAIN!
Optimal Segmentation & Audience Insights
Readiness for AI/Machine-Learning
Future Point Solutions, Plug-n-Play

30. 29
Leverage Direct, User-Generated Content

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Predictive Forecasting & Planning
Ingestion
Unification
Analysis
Audience
Segmentation
Syndication
Measurement

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Data in Action

33. But Wait! There’s More….Data!
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Customer Interviews
Current
Motivation
Confidence
Trust
Lost
Objections
Competition
Concerns
Prospective
Needs
Motivation
Beliefs

35. 34
Customer Advisory Board
Needs
Operations
Budgeting
Consideration
Productivity
Efficiency
Savings

36. 35
Talk and share across your
business

37. Onward…
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38. 37
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

39. Thank you.
38
Tim Hayden
tim@braintrust.partners
@TheTimHayden