How can we survive the vast technological and lifestyle changes of today? Marketers must connect their inner hipster with their data geek side.

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Portrait of a Modern
Data-Driven Marketer:
4 Ways to be Customer Centric
Stephanie Miller
VP & CLO, DMA
@stephanieSAM
blog.thedma.org
Data geek, or marketing hipster?

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Part Scientist, Part Artist
Image Source: Salesforce.com
http://blogs.salesforce.com/company/2013/04/the‐modern‐
marketer‐part‐artist‐part‐scientist‐infographic.html
Data Creative
Optimize
performance
Write & Curate
Predict the future Be social
Create a clear
dashboard
Render on every
mobile device
Illuminate KPIs Send email
Turn data into
insights
Win awards
Which Comes First?
Mad Man!
Math Man!
Creatives benefit from
improved insights, informed
(and predictive) personas,
better strategic direction and
lots of proof that their
brilliance works!
Quants benefit from real time
data inputs and messaging that
engages and feeds the analytics
engine(s).

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intent & content
Ways to be Customer
Centric.

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Adopt a customer-first
attitude.
Ways to Be Customer Centric
There is no try.
Only Do.
‐ Yoda

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Customer Centricity.
Customer First.
News Flash:
People only care
about themselves.

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The way they act,
you’d think each customer
was a different person!

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1.Keep Running
2.Data‐driven shoes
3.Partner
Strengthen
relationships by
optimizing life stage
communications.
Ways to Be Customer Centric

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Lather, Rinse, Repeat
Messaging
Next Best Offer Retargeting
ScoreLTV Recency
BehaviorsOnline Offline
Motivations
Loyalty Life Stage
Customer Profile
High Value Demographics

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1.My Macy’s
2.Omnichannel
3.Macy’s Magic
Read more on DMA Advance:
blog.thedma.org
CMO Views on Omnichannel
»91.7%
Adds Real Value
»82.4%
Plan on Investment
Source: Winterberry Group, 2013
“Taking Cues from the Customer”

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Be the steward of data
for your organization.
Ways to Be Customer Centric
One Question.

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Marketing Data Governance Strategies
»79.3%
»31.9%
Source: DMA study and whitepaper The New Rules
of the Road. Visit http://thedma.org/research/
Job #1 in Data Stewardship
Reactive Proactive

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“With great power,
comes great responsibility.”
‐Uncle Ben
Privacy & The Bottom Line: A “Love” Story
» Marketer says “cool” but
policymaker says “creepy”
» Consumer trust is essential
to our modern, social,
digital lifestyles
Source: DMA Infographic. Download at
http://blog.thedma.org/2013/07/02/infographic/ or
ping smiller@the‐dma.org or @stephanieSAM

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thedma.org/ddmi
New Research on the true
value of the
Data Driven Economy
Manage content
curation with data-
driven insights.
Ways to Be Customer Centric

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Effective Digital Experiences
»Enjoyable
»Easy
»Useful
Source: Forrester Research, Top 10 Ways to
Improve Digital Experiences
=
Content
Automation
Experience
Content
Credibility

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New Reality: Consumers can quickly “sweep” and filter
email messages they don’t find interesting.
In fact, that process is automated.
Even permission-based messages
are marked as “spam.”
Ways to be Customer Centric.
1. Adopt a Customer-First Attitude
2. Strengthen Relationships by
Optimizing Lifestage
3. Be the Data Steward
4. Manage Content Curation with
Data Driven Insights

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Making the Transformation
1. Protect the Core
• Guard against business disruption
• Identify quick wins
• Lather, rinse & repeat
2. People, People, People
• The CMTO
• Content Curator
• Data Scientist
3. Focus on Customer Best Interest
• No data management or technology in the world will
protect you from bad decisions.
Thank you!
» Stephanie Miller
» VP, Member Communications & Engagement & CLO
» DMA
» smiller@the-dma.org
» @stephanieSAM
» Read DMA Advance: blog.thedma.org
» Join DMA! thedma.org/membership
» Get the Research: thedma.org/ddmi

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Advancing & Protecting
Responsible Data-Driven Marketing