The document outlines strategies for enhancing customer loyalty and retention through the use of a Customer Data Platform (CDP) by presenting various successful case studies and use cases. Key components include creating a single customer view, predictive insights for customer engagement, and personalized marketing approaches. It emphasizes the importance of understanding customer behavior to reduce churn and increase repeat purchases across different platforms and channels.

1. TASTY TECH:
3 Proven Recipes for Increasing
Loyalty and Retention
© 2021 Tealium Inc. All rights reserved.
How to keep customers coming back for seconds with a CDP

2. Over 15 Customer Data
Use Case Recipes
Real world success
recipes from The Gap,
the Utah Jazz, and
more!

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NICE TO MEET YOU!
James Burnham,
Digital Strategist

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• The 5 courses in the Customer
Lifecycle
• Being proactive about high-risk
customers to boil down churn
• Increase engagement with customers
most likely to purchase
• Using predictive insights to keep
customers coming back for seconds
WHAT’S COOKIN’
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5. INGREDIENTS & TOOLS
● Customer Data
● Customer Data Platform
● Predictive Insights
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6. Mobile &
Web Data
CRM Data
Transactional &
Ecommerce Data
Data From
CSV Files &
API
Integrations
Normalize &
Enrich the Data
Create Analytics
Reports
Activate the
Audiences
Create Profiles,
Audiences &
Segments
Media
Buying
Email
Marketing
Social Media
Advertising
Search
Advertising
Create A Single
Customer View (SCV)
On-site
Personalization
The Solution - A Unified, Real-Time Customer Data Hub
© 2021 Tealium Inc. All rights reserved. | 6

7. Customer Lifecycle - A Five Course Meal
01 02
03
04
05
Awareness
Client/Candidate becomes aware
of Robert Half & visits website...
Consideration
Client/Candidate considers and
evaluates listings...
Acceptance
Client/Candidate accepts or is
accepted for a new position
Retention
Client/Candidate is content with
current position. Nurture occurs
here
Advocacy / Re-engagement
Client/Candidate is now interested in a new
position
© 2021 Tealium Inc. All rights reserved. | 7

8. © 2021 Tealium Inc. All rights reserved. | 8
Creating VIP
Seed Audience
for LookALikes
and Similar
Audiences
Objectives:
● Discern specific Attributes that delineate a VIP Customer
● Create an audience comprised solely of VIP customers
● Send audience data to Google and FB for use in LookALike
Targeting and Similar Audiences
Key Benefits & Outcomes:
● Top of funnel empowerment and expansion
● Ideal Customer analysis
● Unique Customer Database Growth
RECIPE:

9. Highly Engaged
User Conversion
Objectives:
● Segment all visitors who download Game Schedule or Mobile
App
● Retarget audience toward single game tickets and/or season
tickets via Paid Display and/or Email
● Also use segment for top of the funnel marketing via Similar
Audiences and LookALikes
Key Benefits & Outcomes:
● Single Game Ticket Conversion
● Season Ticket Conversion
● Ad-conversion analytics for potential optimization
● Engaged User Attribution and Journey Analytics
© 2021 Tealium Inc. All rights reserved. | 9
RECIPE:

10. Affinity
Grouping -
Content
Updates
Objectives:
● Use a tally attribute to track affinity categories of returning
visitors.
● Initial focus for these audiences will revolve around Sport,
Vehicles, DIY, and Agriculture.
● Use connector actions to reach out to these audiences about
new or trending posts within the categories for which they have
an affinity.
Key Benefits & Outcomes:
● Increased Engagement
● Personalized User Experience
● Consistent lifecycle communication
© 2021 Tealium Inc. All rights reserved. | 10
RECIPE:

11. Changing
Payment Method
Personalized Flow
Objectives:
● Create a better flow for customers to change their payment method
and remove the need for support calls
● Identify data points signifying frustration during the changing
payment method process
● Personalize the page/app to show FAQ’s and alternate methods.
Key-Benefits & Outcomes:
● Better understand how customers interact with web, mobile, and IoT
channels
● See which devices are best suited for content creation, support,
merchandising, and marketing initiatives
● Better changing payment flow to reduce support costs and increase
customer sentiment
● Analytics on effective support content for future use in call mitigation
© 2021 Tealium Inc. All rights reserved. | 11
RECIPE:

12. Cruise Search
Affinities Timed
Interval Targeting
Objectives:
● Create and assign frequently selected attributes related to the
information that a client selects while buying a cruise
● Start with departure location and date
● Departure location: create a set of data targeting the most frequently
chosen selections and use to target client across all channels with
relevant offers
● Departure date: use ‘X days ago’ intervals to qualify above offers and
potentially create repeat campaigns.
Key Benefits & Outcomes:
● Personalized offers for clients
● Potential Visitor Level Analytics
● Ad-conversion analytics for potential optimization
● Continued engagement and retention of existing clients
© 2021 Tealium Inc. All rights reserved. | 12
RECIPE:

13. Implementation
We partner with you to get
Tealium installed and your
team educated to use our
products
01
Adoption
Your team puts their
education into practice as
they take command of
ownership and further the
implementation
02
Growth
Your return on investment is
further realized as your
utilization of Tealium
continues to grow. Phase 1
initiatives should be
implemented
Optimization
Phase 1 initiatives need to be
reviewed and updated as
Phase 2 initiatives are
prioritized for
implementation
04
Expansion
Feature adoption and
integrations are broadened
to deliver more Tealium
value
05
03
Serving Success - With Dessert
Tealium Predict ML
Customer Lifecycle Strategies and Use Cases
© 2021 Tealium Inc. All rights reserved. | 13

14. Likelihood To
Complete
CED Forms
Predict Parameters:
By predicting the potential for someone to complete this form, {Client}
can segment the ‘Highly Likely to Complete’ visitors and push them
towards the end of the funnel. This segment can also be used for other
campaigns and offers that relate to this funnel, as well as suppression
Key Benefits & Outcomes:
● Potential for Onsite Personalization & Paid Ad Strategies
● Analytics on Conversion Metrics
● Top of Funnel Opportunities
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RECIPE:

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Questions?

16. JOY OF DATA
See more customer data use case recipes
COOKING UP COMPLETE CUSTOMER VIEWS WITH THRYV
Sign up for the second webinar in our Joy of Data series
FIND MORE RECIPES IN THE ATTACHMENTS
TEALIUM LIVE DEMO WEBINAR
Get a look under the hood at Tealium’s Customer Data Hub
Click on the attachments
tab below to get more
resources for reducing
churn and increasing
retention!
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17. Thank You!
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