Powering Omnichannel Experiences with Real-Time Data
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Financial services organizations today face the same mandate as other consumer-facing organizations across industries: deliver a consistent, compelling customer experience across channels and devices, in real time. At the same, these organizations must adhere to stringent customer data security and privacy guidelines that historically have inhibited their ability to leverage customer data to build a comprehensive view and provide the personalized interactions that drive revenue. In this session at NetFinance 2016, Adam Corey, VP of Marketing at Tealium, explores how financial services organizations can: - Unlock customer data that's trapped in siloed systems and applications - Build a unified view of the customer across channels and touchpoints - Leverage that unified view to take action, across applications, in real time - Deliver on the promise of a compelling omnichannel customer experience without sacrificing data security
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Powering Omnichannel Experiences with Real-Time Data
- 1. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Powering Omnichannel Experiences with Real-Time Data Adam Corey VP Marketing, Tealium © 2015 Tealium Inc. All rights reserved. | 1
- 2. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 700+ Global Customers Customers across all verticals and sizes trust Tealium; 200 new customers in 2015 © 2015 Tealium Inc. All rights reserved. | Highest Rated by Third Parties Consistent 90+ point ratings on TrustRadius, G2Crowd, etc. 20,000 Web and Mobile Apps Powering more experiences than any other enterprise tag management provider Tealium We enable global businesses to unlock their customer data and create more meaningful, relevant customer experiences. The company’s industry-leading customer data platform eliminates data silos to create a vendor-neutral data foundation that spans web, mobile, offline and IoT.
- 3. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | We are all millennials
- 4. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | We are all millennials • I want to engage on the devices, times that I choose • I expect the same experience in every channel • I may not respond to traditional marketing • I expect you to respect my data, privacy and relationship
- 5. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 7.5 8 8.5 9 9.5 Human Goldfish Avg. Attention Span Seconds Or at least, that’s how we act • Consumers shift devices 21X per hour Source: OMD UK Study 2014 • Consumers have a shortened attention span Source: Microsoft Advertising Study 2015 • Ad avoidance increasingly a concern: 198M active users of ad avoidance technology Source: PageFair 2015 Study
- 6. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Source: Econsultancy and Tealium, 2015 As marketers, we add vendors
- 7. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | MarTech Landscape in 2011 Source: Scott Brinker, ChiefMarTech.com
- 8. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | MarTech Landscape in 2012 Source: Scott Brinker, ChiefMarTech.com
- 9. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | MarTech Landscape in 2014 Source: Scott Brinker, ChiefMarTech.com
- 10. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | MarTech Landscape in 2015 Source: Scott Brinker, ChiefMarTech.com
- 11. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | MarTech Landscape Today Source: Scott Brinker, ChiefMarTech.com
- 12. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 12 Each Creating a Fragmented Profile
- 13. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Solution? • Almost impossible to stitch the user back together, requires expensive resources • No single approach to customer data or data protection/privacy • No data governance
- 14. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Fragmented Customer View - http://bluekai.com/registry/ © 2015 Tealium Inc. All rights reserved. | 141
- 15. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | How Do We Solve This? © 2015 Tealium Inc. All rights reserved. | 151
- 16. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Shift to Centralized, Actionable Customer Data © 2015 Tealium Inc. All rights reserved. | 16
- 17. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 17 Omnichannel Marketing One Profile Everywhere To fuel growth and achieve best-in-class results, companies must engage customers at every point • Collect visitor interaction data across every channel and device • Be able to act on that data in real-time to improve engagement and conversion rates • Ultimately absolute ownership of this data is key to continued optimization
- 18. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | … Build a Data Supply Chain
- 19. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 19 The Customer Data Platform Technology CDP Action
- 20. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | One Profile Powering Every Channel A/BTesting Ad Networks AffiliateMarketing Analytics Banner Ads Chat Email Marketing Lead Nurturing Marketing Automation Personalization Search Engine Marketing Social Marketing Visitor Remarketing Visitor Retargeting Voiceof Customer Real-time Customer DataPlatform
- 21. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Omnichannel Works • Facebook study found that coordinating messages increased likelihood to convert • Combats list fatigue by expanding reach • Email + Facebook is just one integration, how do you unite the entire stack?
- 22. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Why Is This Important? • As consumers shift devices and organizations align to be customer- obsessed… Building a true Customer Data Platform (beyond one channel) becomes key • Display and other channels go beyond the inbox, expanding your reach – Seconds in email, become minutes on Facebook, etc.
- 23. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Agility + Security Top Five U.S. Bank © 2015 Tealium Inc. All rights reserved. | 232 No new marketing tech in years due to Infosec concerns Tealium iQ provides balance of security and agility
- 24. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Privacy as an Asset Healthcare.gov © 2015 Tealium Inc. All rights reserved. | 242 Allows team to optimize and measure, and honor user privacy Applauded by privacy advocates
- 25. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Integrated View Greenstone (AUS) © 2015 Tealium Inc. All rights reserved. | 252 Omnichannel profiles enable real-time engagement Quote abandonment and campaigns now span all channels
- 26. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Where To Start 1. Identify your company’s stage in customer data management
- 27. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Where To Start 1. Identify your company’s stage in customer data management 2. Build cross-channel cooperation within teams
- 28. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Where To Start 1. Identify your company’s stage in customer data management 2. Build cross-channel cooperation within teams 3. Identify framework for building your own “data supply chain” via Customer Data Platform
- 29. © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | Thank You © 2015 Tealium Inc. All rights reserved. | 29 adam.corey@tealium.com @tealium
Editor's Notes
- Tealium was founded by web analytics veterans from WebSideStory / Omniture who always believed in the power of unlocking your data. We never set out to solve just the tag management problem, our goal was to solve the data problem inherit in managing tags and all of your first-party data – whether that’s on your web site, your mobile apps, offline, etc. And the industry has responded well to that mission. Tealium iQ is now the largest paid tag manager in the world, according to Ghostery we’re now four times larger than our nearest competitor, powering tens of thousands of sites including a quarter of the IR100. Users have also given our products as well as our teams the highest accolades on review sites.
- No weeble. No pee guy. No spaghetti.
- N
- Large financial institution (Wells Fargo) Bank had not added a new tech to site in years for infosec reasons. Tealium gives ability to deploy data governance and control over their sites while giving marketers more power to interact with customers.
- Recently, HealthCare.gov announced that it would honor a user’s Do Not Track browser setting for digital advertising tools and launched a new Privacy Manager that gives consumers an easy to use and powerful tool to control their privacy settings. The implementation of both Do Not Track and the new Privacy Manager are features of the Tealium iQ tag management system. Tealium iQ provides HealthCare.gov with the ability to enable their end users to not only prevent third-party tools from collecting data, but actually prevent the third-party code from running on the page at all. This provides far more privacy protection for users than disabling cookies alone, because it effectively removes the third-party tool from HealthCare.gov if a user is opted out. And best of all, they’re able to offer consumers this powerful functionality with just a couple of clicks. For Do Not Track (DNT), this particular implementation is somewhat unique and offers protection beyond the DNT setting alone. Without this implementation, the DNT flag must be honored by each and every third-party vendor an organization might be using to prevent tracking – something that not all third-party vendors currently do. But the HealthCare.gov implementation of DNT, using Tealium iQ, recognizes the setting in the user’s browser and therefore doesn’t load the third- party tools at all, removing the individual vendor’s DNT practices from the equation entirely. This solution gives a consumers with the DNT setting an automated and extremely effective way to have their privacy preferences honored while on HealthCare.gov.
- Greenstone specialises in the design, marketing, distribution and administration of personal insurance products. With four online brands to manage and rapidly increasing number of leads coming from digital, financial services organisation Greenstone (formerly Hollard Financial Services) is leveraging Tealium/a customer data platform as the foundation of their digital business. Having a single source of data means consistent data driving every channel so Greenstone can build consistent customer experiences across channels like retargeting, email and social. It also means it’s easier to consolidate outcomes from each channel into a cohesive customer profile, enabling real-time action. Lines have been blurred between their lines of business. Customers don’t see a difference between interacting with brand over Twitter, live chat or in person. Expect same level of service across all channels. Support and live chat have evolved from single point solutions for one line of business to concierge experience across all lines of business. If a customer starts a live chat session, they don’t know if they need help with an existing account or claim or if they are a new prospect. Their ‘support’ team needs to know how to handle all circumstances and to have a 360 degree view of the customer. All of these interactions create new data about the customer and that data is quickly shifting between channels and devices. Tealium allows Hollard to start building a common definition of a customer that can be shared between teams and technologies. Integrating Hollard’s digital marketing stack with a single view of the customer was the goal of Tealium but they found that Tealium also enabled them to work more closely with and across internal teams. Since their technologies started to speak the same language, so could their employees. Hollard is now able to leverage the knowledge and resources in their CRM group, which was previously disconnected from their digital team. Finally, Tealium is enabling Hollard to track customers that previously went off into dark spots of their web site. Through visitor stitching, Hollard is able to connect an anonymous user that was nurtured in the digital channel to a converted customer across all channels, which helps Hollard recognize what’s working and what is not.