Leverage Real-Time Data for Cross-Channel Marketing. By Peter Chase

•

1 like•1,064 views

Agenda: • The Role of Integrated Data in Marketing • The 7 Obstacles to Integrating Marketing Data • Integrated Marketing Demonstration • Wrap Up and Q&A

Technology

Leverage Real-Time Data for
Cross-Channel Marketing
Peter Chase
EVP and Founder, Scribe Software, @PeterRChase

From Impressions
to Involvement

•
•
•
•

Rise above the noise
Buyers engage brands later
Know your prospect
Targeted, aware, personalized

Breaking Down
Customer Data Silos

•
•
•
•

ERP, CRM, Marketing, Social, other
Data design drives need to be surgical
Synchronize Attribute data
Capture and share Interaction data

Obstacle #1
Divergent Data Models

• Flat vs. Normal vs. Hierachical
• 1:N or N:1 relationship common
• Industry can lead to complex CRM
relationship models
• Logically map before you start

Obstacle #2
Data Quality

• Completeness or accuracy of data
elements in the record
• Missing or bad data
• Destroys effectiveness of application
• Assess a sample of your data
• Leverage tools in integration design

Obstacle #3
Duplicates

•
•
•
•
•

Technically part of Data Quality
Cost money and make you look bad
Destroy user adoption
Utilize advanced matching services
Address at all entry points with
standardized, consistent approach

Obstacle #4
Data Relevance

•
•
•
•

Strip out the noise
Too much data destroys productivity
Cloud computing/storage costs issue
Start with the end, prioritize key fields
to drive ROI, strip away everything else

Obstacle #5
Performance

• The right data to the right person at
the right TIME
• Latency versus throughput
• Utilize change/event data capture
• Utilize bulk & parallel processing

Obstacle #6
Rate of Change

• Innovate, don’t imitate
• Rigid solutions lock you in
• Change in applications and process
inevitable
• Utilize open and flexible integration
platform

Obstacle #7
IT Dependence

• Access and credentials
• Availability of programmer resources
• Utilize cloud GUI based integration
platform

New inbound leads are
captured through HubSpot
and synced with Dynamics
CRM

1

Leads are then qualified in
Sales and added to
Campaigns which are synced
with Marketo

1

Outbound marketing activity
occurs in Marketo like emails
and the tracking data about that
activity is synced with CRM

1

QlikView is selected as a BI tool
and all data will now flow to it
transactionally

1

Next Steps

Get started on it tomorrow
Pick off the low hanging fruit
Build experience and momentum
Tackle the more complex high value
use cases
• Achieve Effective Integrated Marketing
•
•
•
•

peter.chase@scribesoft.com

brendan.peterson@scribesoft.com

peter.chase@scribesoft.com

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Leverage Real-Time Data for Cross-Channel Marketing. By Peter Chase

1. Leverage Real-Time Data for Cross-Channel Marketing Peter Chase EVP and Founder, Scribe Software, @PeterRChase

4. From Impressions to Involvement • • • • Rise above the noise Buyers engage brands later Know your prospect Targeted, aware, personalized

5. Breaking Down Customer Data Silos • • • • ERP, CRM, Marketing, Social, other Data design drives need to be surgical Synchronize Attribute data Capture and share Interaction data

7. Obstacle #1 Divergent Data Models • Flat vs. Normal vs. Hierachical • 1:N or N:1 relationship common • Industry can lead to complex CRM relationship models • Logically map before you start

8. Obstacle #2 Data Quality • Completeness or accuracy of data elements in the record • Missing or bad data • Destroys effectiveness of application • Assess a sample of your data • Leverage tools in integration design

9. Obstacle #3 Duplicates • • • • • Technically part of Data Quality Cost money and make you look bad Destroy user adoption Utilize advanced matching services Address at all entry points with standardized, consistent approach

10. Obstacle #4 Data Relevance • • • • Strip out the noise Too much data destroys productivity Cloud computing/storage costs issue Start with the end, prioritize key fields to drive ROI, strip away everything else

11. Obstacle #5 Performance • The right data to the right person at the right TIME • Latency versus throughput • Utilize change/event data capture • Utilize bulk & parallel processing

12. Obstacle #6 Rate of Change • Innovate, don’t imitate • Rigid solutions lock you in • Change in applications and process inevitable • Utilize open and flexible integration platform

13. Obstacle #7 IT Dependence • Access and credentials • Availability of programmer resources • Utilize cloud GUI based integration platform

14.

15. New inbound leads are captured through HubSpot and synced with Dynamics CRM 1

16. Leads are then qualified in Sales and added to Campaigns which are synced with Marketo 1

17. Outbound marketing activity occurs in Marketo like emails and the tracking data about that activity is synced with CRM 1

18. QlikView is selected as a BI tool and all data will now flow to it transactionally 1

19.

20. Next Steps Get started on it tomorrow Pick off the low hanging fruit Build experience and momentum Tackle the more complex high value use cases • Achieve Effective Integrated Marketing • • • •

21. peter.chase@scribesoft.com brendan.peterson@scribesoft.com peter.chase@scribesoft.com

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Leverage Real-Time Data for Cross-Channel Marketing. By Peter Chase