Employing Data-Driven Engagement to Increase Customer Loyalty

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A recent presentation shared at the ANA by Michael Lummus (@lummusm) - this presentation discusses the state of marketing and loyalty today. It provides numerous examples and case studies of companies such as Proctor and Gamble and the International Speedway Corporation (ISC) that have found success via data-driven marketing strategies. Learn how to integrate your content and maintain relevancy to achieve success!

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Employing Data-Driven Engagement to Increase Customer Loyalty

  1. 1. Employing Data-Driven Engagement to Increase Customer Loyalty Michael Lummus Digital Marketing Strategy, Teradata Applications @lummusm | www.teradata.com/datadrivenmarketing
  2. 2. THE STATE OF MARKETING AND LOYALTY TODAY 2 1/29/2014 Teradata Confidential
  3. 3. 3 1/29/2014 Teradata Confidential
  4. 4. 4 1/29/2014 Teradata Confidential
  5. 5. 5 1/29/2014 Teradata Confidential
  6. 6. 6 1/29/2014 Teradata Confidential
  7. 7. 7 1/29/2014 Teradata Confidential
  8. 8. 2008: 6.15 2012: 5.68 8 1/29/2014 Teradata Confidential
  9. 9. 9 1/29/2014 Teradata Confidential
  10. 10. 10 1/29/2014 Teradata Confidential
  11. 11. In the midst of all this… LOYALTY 11 1/29/2014 Teradata Confidential
  12. 12. 12 1/29/2014 Teradata Confidential
  13. 13. 50% of consumers are open to any auto brand when they begin the shopping process 79% of car shoppers research vehicles online 13 1/29/2014 Teradata Confidential
  14. 14. OtterBox: A case study - building a loyal customer base for a premium product in a commoditized market 14 1/29/2014 Teradata Confidential
  15. 15. Building Brand Loyalty 1. Connect with Customers 2. Anticipate Needs 3. Consistently Deliver on Quality Curt Richardson Founder and CEO, Otterbox 15 1/29/2014 Teradata Confidential
  16. 16. Data-Driven Marketing Drives Brand Loyalty Brand Loyalty Predictive analytics Anticipate Needs Consistently deliver on quality 1/29/2014 Multichannel metrics Teradata Confidential Data-Driven Marketing 16 Relationshipbased channels Connect with customers
  17. 17. Download the full results: www.teradata.com/TeradataApplications/Capabilities/Data-DrivenMarketing/ 17 1/29/2014 Teradata Confidential
  18. 18. Data-Driven Marketing Execution: 40% graded themselves C or lower 18 1/29/2014 Teradata Confidential
  19. 19. Marketers Under Pressure of marketers feel pressure to become more data-driven Source: Teradata Data-Driven Marketing Survey 2013, Global 19 1/29/2014 Teradata Confidential
  20. 20. Marketers and Data of marketers believe that data is their company’s most underutilized asset Source: Teradata Data-Driven Marketing Survey 2013, Global 20 1/29/2014 Teradata Confidential
  21. 21. Efficiency in Marketing of marketing departments have embedded a data-driven marketing culture into their standard processes Source: Teradata Data-Driven Marketing Survey 2013, Global 21 1/29/2014 Teradata Confidential
  22. 22. 22 1/29/2014 Teradata Confidential
  23. 23. 98% of marketers said data-driven marketing contributed to a better business result, more revenue or competitive advantage Source: Teradata Data-Driven Marketing Survey 2013, Global 23 1/29/2014 Teradata Confidential
  24. 24. A Data-Driven Marketing Transformation Purchase Customer Behavior Intent 24 1/29/2014 Teradata Confidential
  25. 25. Data-Driven Marketing drives business results. 800% Total ROI 20% increase in conversion rates 50% reduction in catalog circulation while increasing revenue 27% uplift in sales per email UK Marketing Week award for best “Data-Driven Marketing” Learn more: http://www.teradata.com/video/Integration-unleashes-the-power-of-online-data/ 25 1/29/2014 Teradata Confidential
  26. 26. Data-Driven Marketing: How Do You Do It? affinity conversion path delivery customer behavior compliance purchase EXPLORE Customer data to develop new insights response attribution ENGAGE With the right message in the right channel spend governance process website segmentation mobile decision social 26 1/29/2014 Teradata Confidential preference offer
  27. 27. Insight begins when we develop a brand understanding of the customer.  Capture behavioral response across digital journey  Tie the digital journey with the offline channels  Connect interactions with purchases Match the customer’s digital journey with   their transaction history the customer data from various sources Manage and access 27 1/29/2014 Teradata Confidential
  28. 28. Today’s Experience: Frustration and Silos Customer’s Experience 28 28 1/29/2014 Teradata Confidential
  29. 29. Marketing Trends 71% 18% Just 18% of marketers have a single view of the customer…but it is considered a top priority for future investment <10% Less than 10% of marketers use their data in a systematic way 71% of marketers will implement a big data solution within the next 2 years Source: Teradata Data-Driven Marketing Survey 2013, Global 29 1/29/2014 Teradata Confidential
  30. 30. “We have business with 4.8 billion consumers, and we'd like to think that we can have a relationship with each. And yet where we were, our relationships were very fractured. With our brands and our countries, we had a lot of different methods and systems and processes to track that consumer data and the relationship. And there was really no way that we could keep on top of that.“ Tim Butler, Director Consumer Solutions, Global Business Services Procter & Gamble 30 1/29/2014 Teradata Confidential
  31. 31. Procter & Gamble’s 1, Consumer Place “It's the idea of the home for consumer data.” $84 Billion Sales 4.8 Billion Consumers Integrated Consistent 180 Countries Secure 50 Leadership Brands 31 1/29/2014 Teradata Confidential
  32. 32. Learn more: http://blogs.teradata.com/customers/proctor-gambledata-driven-marketing-to-4-8-billion-people/ “Rather than have 15 markets do the test 15 different times, we're able to do the test in one market and then share the results, and then they execute the insight out of that in their own relevant way for their market...It’s better and smart business.” 32 1/29/2014 Teradata Confidential
  33. 33. Competitive advantage is gained by uncovering and reacting to unique insights about customer behavior.  Align experience design with customer journeys  Develop behavioral models incorporating actions and affinities  Manage revenue with campaigns aligns to conversion events 33 1/29/2014 Teradata Confidential
  34. 34. 34 1/29/2014 Teradata Confidential
  35. 35. 35 1/29/2014 Teradata Confidential
  36. 36. Integrate Social Preference for Segment Profiling Brands “Liked” Segment A Segment B Media “Liked” Segment A Segment B • Segment or populate dynamic content based on brand or product preference • Better understand customer psychographics • Inform media spend • Identify predictive purchase indicators 36 1/29/2014 Teradata Confidential
  37. 37. Marketers are shifting their thinking from the Funnel to the Path. Consumers don’t move neatly down a funnel in a single channel. New analytical techniques are needed. 37 1/29/2014 Teradata Confidential
  38. 38. Can you guess the most buzzed-about event at South by Southwest Interactive 2013? 38 1/29/2014 Teradata Confidential
  39. 39. 39 1/29/2014 Teradata Confidential
  40. 40. The half-life of a YouTube video is 6 days. Agile insight development and deployment is required to capitalize on consumer trends. 40 1/29/2014 Teradata Confidential
  41. 41. Insights must be converted to a decisioning framework.  Make agile adjustments to marketing efforts based on discoveries  Incorporate behavior for more accurate segmentations and more relevant offers 41 1/29/2014 Teradata Confidential
  42. 42. A Customer Interaction Hub is a rules engine that decides which message to deliver in the moment of engagement. 42 1/29/2014 Teradata Confidential
  43. 43. International Speedway Corporation A single marketing hub to manage: Multi-source data on 3 million fans 2500 marketing projects 2400 segments 1000 email campaigns 130 marketing users Learn more: http://www.teradata.com/videos/ISC -Creating-Number-One-FanExperience-with-Data/ 43 1/29/2014 Teradata Confidential
  44. 44. Execution combines content with intelligence to create exceptional experiences.  Enable digital strategies to present the right message based on response  Deliver targeted content based on customer and past response 44 1/29/2014 Teradata Confidential
  45. 45. Message delivery leverages multiple data sources. Social Profile Data Triggered by birthday Team based on location or “like” Customer’s name Customer Database Relevant offer based on customer behavior Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing 45 1/29/2014 Teradata Confidential
  46. 46. Integrated content drives fresh relevance. Customer Reviews Include peer product reviews in email messages Theoretical Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing 46 1/29/2014 Teradata Confidential
  47. 47. Integrated content drives fresh relevance. Twitter Feed Feature latest Tweets in emails to encourage Twitter follows and deliver fresh content Theoretical Example Sources: Destination CRM, Social Data Redefines Marketing; AnandTeradata Confidential Personalizes Email Marketing Patel, The NFL Truly 47 1/29/2014
  48. 48. Integrated content drives fresh relevance. Product Recommendations Feature popular items in emails to encourage brand affinity and sales 48 Teradata Confidential Theoretical 1/29/2014 Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing
  49. 49. The Result? Highly relevant and personal messaging through integrated cross-channel data sources. • Customer Database • Website • Customer Social Profile • Brand Social Profile • Product Reviews 49 Teradata Confidential Theoretical 1/29/2014 Example Sources: Destination CRM, Social Data Redefines Marketing; Anand Patel, The NFL Truly Personalizes Email Marketing
  50. 50. Then measure, iterate and improve. affinity conversion path delivery customer behavior compliance purchase EXPLORE Customer data to develop new insights response attribution ENGAGE With the right message in the right channel spend governance process website segmentation mobile decision social 50 1/29/2014 Teradata Confidential preference offer
  51. 51. Learn More Read “Big Data Marketing.” The authoritative guide by Lisa Arthur, Teradata CMO, at http://www.teradata.com/big-data-marketing/ Hear what more of our customers are doing today. View additional videos at www.teradata.com/videos Get the scoop on Teradata’s Data Driven Marketing Solutions. Visit www.teradata.com/datadrivenmarketing Talk to us. 51 1/29/2014 Teradata Confidential

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