Rafael Flores of Treasure Data explains how to use data to power the customer experience.

1. @BrightFunnel #FunnelFest
Power Your Customer
Experience with Data
Rafa Flores @TreasureData

2. • Introduction
• Customer Experience
• Brand Awareness
• Initial Engagement
• Data Pipeline Management 360 Degrees
• Subaru Case Study
• Q&A
Agenda

3. • 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

4. 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

5. Customer Journey
Brand
Awareness
Initial
Engagement
EvaluationPurchase
Onboarding
Usage
Need
Assessment

6. Pillars of Marketing
Brand
Awareness
Initial
Engagement
Evaluation
Need
Assessment

7. Brand
Awareness

8. First Pillar: Brand Awareness
What business
problem does your
product and/or
offering solve?
When that problem
exists at an
organization, are you
top of mind for your
target audience?
If the answer is no,
then you lack a strong
brand…
1 2 3

9. 2nd & 3rd
Party Data
as a
solution?

10. 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: X DMP collects web traffic data across publishers of its web visitors
and ultimately aggregates it by taste and behavior which it then sells to Y
Advertiser

11. 3rd Party Data
• 3rd Party data may be leveraged as your foundation for “who” to target
by generic buckets
• Recommended if you are unaware of-
o Need assessment
 Use Cases
 Buyer Personas
 Market Trends

12. 2nd Party Data
• 2nd Party data may be leveraged as your sample to either accept or
refute your 3rd Party data source
o Do your buyer personas align with your uses cases?
o Does your product offering align with market trends?
• Story:
You are a clothing e-commerce site targeting teens in look for comfort &
low prices. 3rd party data suggests that, typically, teens do not buy upon
initial engagement. You partner with Wish and quickly realize that this
trend is untrue for your niche segment.

13. Initial
Engagement

14. 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

15. 1st
Party Data
as a
solution?

16. 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!)

17. 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?!

18. 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

19. 360 Degree View

20. 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

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

22. “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