The document discusses Talbots' approach to integrating online and offline customer data. It describes tracking customer interactions across channels to develop a complete understanding of customers. This will allow Talbots to provide superior customer experiences, execute relationship marketing, better predict customer needs, and optimize spending. The key aspects of Talbots' solution are breaking down data silos to view customers holistically, centralizing analytics and campaign execution, employing a unified customer relationship management strategy, and creating an adaptive cycle where insights from analytics inform strategy and execution.

1. Integration of Online & Offline Data
Paul Lazorisak
VP, Customer Marketing & Analytics
Talbots
@TalbotsOfficial

3. Integration of Online & Offline Data
• Give Examples
• Be Specific
• Leave time for questions
• Remind the audience that
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4. Abandoned Cart Scenario
Talbots Proprietary & Confidential 2013
4
1. Unrecognized Customer navigates
to website via TM Search
2. Registers and signs up for e-mail
3. Adds items to cart and abandons
4. Leverage Online to Offline data
Web clickstream data feeds our triggered
campaign logic and a New Customer
abandoned cart E-mail is generated
Omni-channel data feeds our triggered
campaign logic and a best customer
abandoned cart E-mail is generated

5. The Value Proposition
By integrating data from all channels we will develop
a complete picture of our customer and understand
her interactions with our brand, which will enable
us to:
– Provide a superior standard customer experience
– Execute a Customer Relationship Marketing
strategy
– Better predict her future behavior and needs
– Optimize our marketing spend
– Enable Omni-Channel marketing
Create a more valuable customer relationship

6. Our Approach
• Track the customer and do what is right by her
• Change success metrics to focus on total company
performance vs. channel specific
• Elevate Analytics and data driven decision making
within the organization
• Develop solutions that will continue to leverage the
strategic advantages of each channel
• Empower team to fail cheaply, learn often, succeed
quickly
• Don’t reinvent the wheel
• Continuously scout and develop talent

7. Solution: Organization
Break down data silos and organize around the
customer
 Centralize customer analytics, campaign execution
and strategy
 Data Management and Analytics are foundational
Customer Marketing Pyramid
Market Research
CRM / Strategy
Practioners
Analytics
Data Management

8. Solution: Strategy
Customer level goals for omni-channel execution
 Employ a CRM strategy
 Create 1 overarching segmentation to drive goals and
total company success metrics
 Leverage the strategic advantages of each channel

9. Solution: Insights and Execution
Acquire
New Data
Data
Wrangling
Strategy
Analytic
Insights
Execution
Use flexible tools and infrastructure to drive an adaptive cycle of
analytics feeding strategy and execution
Retail Beacons
3rd Party Overlay
Web clickstream
Name consolidation
Data feed management
Segmentation
Demand Attribution
Subsequent Value
Social Listening
Campaign
Management
Customer Nurturing
ROAS
Loyalty Retention
Disparate Data
Customer Journey

10. Key considerations
 Do not just organize your data, organize
your teams.
 Leverage segmentation to establish
success metrics and spend thresholds.
 Your data structure is already outdated,
use flexible tools and infrastructure.
 Hire smart people. This is complicated.