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Gartner Digital Marketing Conference 2016: Theater Session (C. Slovak)

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Customer Data: Building from the Center Out
Chris Slovak, VP of Global Solutions Consulting, Tealium

Marketers know better than anyone that a rich brand experience is one of the most essential elements in driving a business forward. But, in the attempt to effectively engage a customer across all channels, focus has shifted from building rich interactions to managing the technologies that drive them.

In this session, Chris Slovak details how putting customer data at the center of the marketing stack can deliver business value, bring data governance to the forefront - and revert marketers' focus back to creating those compelling customer experiences.

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Gartner Digital Marketing Conference 2016: Theater Session (C. Slovak)

  1. 1. Customer Data: Building from the Center Out Chris Slovak VP of Global Solutions Consulting, Tealium © 2016 Tealium Inc. All rights reserved. 1
  2. 2. What Are Today’s Challenges, And How Did We Get Here? 2
  3. 3. Context vs Audience Infographic: History of Marketing Traditional Marketing Digital 3
  4. 4. Aug 2011 Sep 2012 Jan 2014 Jan 2015 4
  5. 5. You are here 51% have 21 or more vendors in 2015 (compared to 36% in 2012)
  6. 6. Vendor Mix As important as Media Mix 1. Technology is a competitive advantage when properly deployed 2. Point solutions are a reality, not a hypothetical 3. While cost of change is lower than ever, privacy stakes are higher 6
  7. 7. Consumer Trust is Fragile Love this site and totally trust it!
  8. 8. Appears Obvious on the Surface
  9. 9. But.. Difficult to Predict
  10. 10. Far-Reaching Implications
  11. 11. Can Result in Risky Business
  12. 12. 1 At the Brink: Precursors to Change Consumers: Demand experiences •Ad Blockers •Web Browsers •Advocate Groups •Router Hardware Providers: Protecting gardens •Apple •Safari •IDFA •Google •Customer Match •O&O 3rd Party Pixel •AMP Governments: Requiring privacy •FTC •Turn/Verizon Ruling •Safe Harbor (Lack of) Businesses: Need governance •Self Hosting JS •iFrame JS •Disallowing •Custom Coding
  13. 13. 1 Data Layer Gap Experience Layer Application Layer No Data Layer!
  14. 14. Lack of Centralized Data Across Vendors 37% CMOs Lack Technology to link together a single view 1
  15. 15. Fragmented Customer View
  16. 16. Siloes Across Departments 1
  17. 17. How Do We Address These Challenges with Technology? 1
  18. 18. 1 Marketing Architecture Layers Data • Assemble data • Build profiles • Expose data Decisions • Message selection • Multi-step campaigns • Content management • Measurement • Administration Delivery • Single channel • Multi channel Source: David Raab – Raab Associates
  19. 19. 1 Architecture Options API Hub Customer Data Platform Marketing Cloud Integrated Suite Data Decisions Delivery Source: David Raab – Raab Associates
  20. 20. 2 Where the CDP Fits Source systems Customer Data Platform Execution systems CRM External Operations email Web CRM …etc. Integration AnalyticsProfiles Source: David Raab – Raab Associates
  21. 21. Acquire Engage Share Nurture 2 Strategic Pillars
  22. 22. Acquire New More Traffic Unknown User Brand Messaging Engage Convert Retain Content Consumption Earn Media Share Market Size Share of Wallet Share of Time Share of Dollars Nurture Re-visit Customer Growth Re-Market Qualify Strategic Pillars
  23. 23. SEARCH ENGINE MARKETING DATA MANAGEMENT PLATFORM DISPLAY WEB ANALYTICS VOICE OF CUSTOMER MULTI-VARIATE TESTING CONTENT OPTIMIZATION MARKETING AUTOMATION SOCIAL RE-MARKETING Vendor Focus
  24. 24. The Intersection Personalization Branding
  25. 25. The Intersection 1st Party 3rd Party
  26. 26. The Intersection Branding Personalization 1st Party 3rd Party
  27. 27. Unified Customer View Building from center out CDP
  28. 28. SEARCH ENGINE MARKETING DATA MANAGEMENT PLATFORM DISPLAY WEB ANALYTICS VOICE OF CUSTOMER MULTI-VARIATE TESTING CONTENT OPTIMIZATION MARKETING AUTOMATION SOCIAL RE-MARKETING Enabling Cross-Vendor Integrations CDP
  29. 29. Four Tent-Poles Customer Data Platform 2 First-Party Real-Time Data Neutral Vendor Agnostic
  30. 30. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 3 Experience Layer Data Layer Application Layer ! " # $ % & ' ( )* +, Customer Interactions Unify All Data • CONTROL: Standardize and manage data distribution to vendors • ACT: Push data and directives in real-time to any vendor in the ecosystem • OWN: Full access and ownership of data for big data processing Standardize 30
  31. 31. © 2015 Tealium Inc. All rights reserved. | Single Source of Data 31 3
  32. 32. Enables Departments to Share 3
  33. 33. © 2015 Tealium Inc. All rights reserved. | 33 3 Data Governance Directives Data Accessibility Trusted / Client Side / Real-Time Mitigated / Cloud Delivery / Delayed Untrusted / Non-Critical / Batch Data Panel IT LEGAL MARKETING
  34. 34. In Summary 3 Key Takeaways • Choose vendor mix thoughtfully, and allow for flexibility • Focus on customer data, and build from center out • Data governance is not a nice-to-have
  35. 35. © 2016 Tealium Inc. All rights reserved. | About Tealium © 2015 Tealium Inc. All rights reserved. | 3
  36. 36. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Build and enrich unified, real- time audience profiles Tealium AudienceStream™ Manage and control your tags and vendors Tealium iQ™ Own all of your data to fuel deeper customer insights Tealium DataAccess™ Tealium Customer Data Platform
  37. 37. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | World’s Largest Enterprise Tag Management Solution Tealium iQ™ Solve tag management, data fragmentation and security vulnerabilities with a single platform. With Tealium iQ, companies gain efficiencies, speed time-to-market on campaigns while recognizing incredible ROI across their vendor mix. Experience Layer Unlock the power of your data to optimize your web and mobile experiences Universal Data Layer Standardize all of your data across every vendor, unlocking its potential 900+ Turnkey Integrations Choose, launch, and manage every vendor in your ecosystem
  38. 38. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | True Real-Time Customer Data in Every Channel Tealium AudienceStream™ Create a single view of your customers across every vendor in your ecosystem in true real-time. Eliminates technical barriers to boost conversion rates and retention. Universal Data Layer Clean data unlocked through Tealium iQ Universal Identity Stitch together visits across touchpoints into a single view of your customers Build Audiences Create living customer profiles based on online and offline behavior Vendor Connectors Power all of your vendors with real-time and lifetime customer data points Real-Time Triggers Take action immediately or leverage time-based actions
  39. 39. © 2016 Tealium Inc. All rights reserved. | Tealium DataAccess™ © 2015 Tealium Inc. All rights reserved. | Direct Access to Complete Customer and Event Datasets Flexible access to your complete data set delivered to your business intelligence and customer insight applications. DataAccess allows teams to work together using a shared business language to fuel deeper customer insights. True Analytics Agility Work with complete or filtered data sets on-the-fly to fuel deeper insights Use Your Favorite Apps Power the tools you use today with the richest source of customer and event data Data Supply Chain Integration Easily access structured data and control its destination
  40. 40. Thank You © 2016 Tealium Inc. All rights reserved. 4 Chris Slovak chris.slovak@tealium.com

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