In today’s world of bigger and faster data, marketers believe that a real-time and instantaneous interaction with consumers is the answer to all marketing situations. This purely real time mode of thought has shifted into that of right time marketing, a strategy which blends real-time data insights with a consumer’s offline and online identities to drive the most optimally timed contact.

1. Real Time
at the Right Time
Driving Real-Time Connections
with Offline and Online Data

2. Presenter
 Extensive experience in working with well-known
brands, including MasterCard, Kohl’s, GM and AT&T
Wireless.
 Previous positions include Founder of Attain Group,
EVP at MRM Worldwide, and SVP at Digitas.
Anders Ekman, President

3.  DataMentors founded in 1999
 Gartner-ranked DataFuse data integration technology
 Relevate founded in 1978
 Heritage in foundational data products such as phone and
email data
 Both companies have built substantial real time
capabilities
 Connection of technology and data to drive “right time”
marketing
DataMentors Overview
3

4. Solutions Linking Data And Technology

5. Topics
The Real Time
Opportunity
Right Time
Marketing
Identify
In-Market
Prospects with
Fast Data
Options to Target
Leads with
Personalized
Offers
Q&A

6. The Real Time Opportunity
plan to increase their
real-time marketing
budgets in the next year
Marketers in need of
quick decisions are
increasingly investing
in real-time solutions to
engage multi-channel
consumers when the
moment is right.
of marketers report a
positive return on their
real-time marketing
investments
98%
59%
Wayin 2015 Real-Time Marketing Report

7. The Real Time Opportunity
Perceived Benefits of Real Time Marketing
Econsultancy
7%
10%
16%
34%
47%
72%
84%
13%
18%
18.00%
29.00%
46.00%
74.00%
82.00%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Higher margins on real-time offers
Increased average order value
Greater opportunity for personalization
Better brand perception
Improved customer retention
Improved conversion rates
Better customer experience
Agency Respondents Company Respondents

8. The Real Time Opportunity
Challenges of Real-Time Marketing According
to North American Marketing Executives
Adobe July, 2014 The Financial Brand
28%
32%
36%
37%
38%
41%
43%
57%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Ensuring a great customer experience
Working with IT to create better solutions
Marketing efficiency and speed to market
Coordinating communications across inbound and
outbound channels
Driving revenue through cross-sell, up-sell
Leveraging all the big data we have
Improving customer retention
Marketing effectiveness of response rates
Personalizing messages based on consumer behavior

9. Examples Of Real Time Experience Delivery
Contact
Validation
Customer and
Prospect Pre-fill
“Right Time”
Marketing

10. What Is Right Time Marketing?
Right Time Marketing is a sophisticated way to boost prospect
acquisition and customer growth and retention by customizing the
investment in marketing process and technology costs to drive
optimally timed contact for the best ROI.
Data and technology
synchronized to
deliver experiences
Seamless connection
of “fast” and
“foundational” data
Real time interactions
vs. batch processes
Data as fuel vs.
ingredient

11. How DataMentors Defines Right Time Marketing
The Right Answer
Our unique process
allows our clients to
zero in on the right
combination of data,
channel and timing
necessary for real
and sustainable ROI.
The Right Person
Data products that lead
the market in both scale
and precision
The Right Moment
Real-time services that
enable instant data mobility,
insight, and action
The Right Channel
Cross-channel solutions
that allow for seamless
customer experiences

12. Target The Right Person
Right Time Marketing combines first-party data with rich third-party
enhancement, behavioral data, and in-market purchase signals for
finely tuned audience identification.

13. Target At The Right Moment
Real-time services:
 Enable instant data mobility, insight, and action
 Blend real-time mobile and social insight with offline identity data for rich
right-time contact
Reaching the right consumers at the right moments of
purchase influence is key to optimizing customer acquisition.
1. Google/Ipsos, "Consumers in the Micro-Moment“ Study 2015 2. Google/Ipsos, “Moments That Matter” Study 2015
1. 2.

14. Target Through The Right Channel
Marketers must track offline and real-time online consumer behaviors
across channels to deploy targeted messages through the right channels at
the time when prospects are most likely to convert.
Google/Ipsos, “Omni-Channel Retailing” Study 2014

15. Example: Identify In-Market Auto Shoppers Across Channels
Track mobile car
shopping activity
Household mobile
devices
Connect households to VIN,
demo and contact data
Track social car
shopping activity
Household Twitter
accounts
MOBILESOCIAL

16. Example: Target In-Market Auto Shoppers At The Right Time
Journey based campaign
targeting.
Household overlapping
activity
Greater-close-
potential target
Track mobile car
shopping activity
Track social car
shopping activity

17. The Right Investment
224%
When marketing is based on the
right data, the average ROI is
VB Insight, “Conversion Marketing: how to win at performance marketing” Study 2015

18. Q&A Session
Any Questions?

19. @datamentors
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info@datamentors.com
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