This Campaign Manager Leadership series paper provides a checklist for marketers when considering blending offline data with online data to improve the customer experience.

1. Marketing Checklist
CAMPAIGN MANAGER
LEADERSHIP SERIES
THE TOOLS YOU NEED
DRIVE REVENUE
TO BUILD
RELATIONSHIPS AND

2. A COMPLETE
VIEW
As a marketer today, you know you can’t wait for
customers to tell you what they want. You have to
anticipate their needs and reach them where they are –
as though you’d read their minds. For that reason, you
can’t rely on email alone, or it might not be your
customers’ preferred channel and could vary by the
type of communication.
You need a complete view of your customers so that
you can be where they are no matter what channel
they choose. And it’s possible today.
But do you have the tools to get the view you need?

3. FORWARD
THINKING
CAMPAIGN MANAGER
LEADERSHIP SERIES
Forward-thinking organizations have
achieved the following success:
• Boosted customer profitability by 50 percent.
• Increased campaign conversion rates by 20 percent.
• Improved campaign results by 35 percent.

4. WHAT WOULD
KNEW?
With a centralized view of your
customers you can monitor and
steer their conversations. The
result will be better for the
customer – you’re better able to
address their needs and your
brand, because you stay
engaged with your customers
and better understand their
behaviors and desires.
The following
questions should help
you identify steps you
need to take to meet
these requirements.
YOU DO IF YOUTM

5. Integrating systems is a critical first
step for two reasons. First, it is the
only way to ensure a consistent
customer experience that is
expected and valued today.
In the United States, 73 percent of
customers state they would pay
more for a brand that delivers a
positive customer experience.
Secondly, marketers report that
lack of data integration is the #1
barrier to calculating ROI.
YOUR
CHALLENGES
Customers decide when and how they will
interact with your brand. Of these challenges,
which do you currently face?:
Quantifying offline customer interactions?
Coordinating multiple interaction points?
Risking a disconnected customer experience?
Integrating, syncing online and offline
experiences for a complete customer view?
Lacking coordination and alignment in
cross-channel marketing efforts?
SOURCE:
SDL, “SDL Campaign Management & Analytics
Holiday Shopping Preferences 2013,” http://
www.sdl.com/aboutus/news/pressreleases/2013/
new-holiday-study-finds-consumers-willing-to-pay-
more-for-a-positive-customer-experience.html

6. Being able to see previous customer
actions and predict future needs is
critical to marketers today because it
directly impacts the customer
experience. But that’s difficult, if not
impossible, without a single view of
the customer.
According to our Data-Driven
Marketing Survey, only 18 percent of
marketers have a single view of
all customer interactions.
This minority has a distinct
competitive advantage. They are able
to respond more quickly to customer
needs, with the confidence that they
have all the information they need.
CUSTOMER
FOOTPRINTS
Customers move across channels and
expect to interact seamlessly with your
organization. Can you:
Identify customers’ preferred communication channels?
Highlight the points of impact on the path to purchase?
See into customer buying habits?
Get insight into interactions with your call center or
customer service representatives?
SOURCE:
Teradata Data-Driven Marketing Survey, Global, 2013
http://www.teradata.com/Teradata-Applications/
Capabilities/Data-Driven-Marketing/

7. Because each interaction is a new
opportunity with the customer, you
should take advantage of it.
More importantly, customers expect
you to. In, fact 47 percent report
that they are frustrated that
marketers don’t use the information
they’ve provided to make their
experience better.
HOW WELL DO YOU
KNOW THEM?
Each customer interaction presents you
with indicators and an opportunity to
renew or win their trust. Can you:
Monitor how they engage with your brand?
Predict their next step and stay a step ahead?
Gather and record key indicators of their
likes and dislikes?
View information regarding favorite channels
and details of buying behaviors?
SOURCE:
Accenture, “2012 Global Consumer Pulse Research,”
http://www.accenture.com/SiteCollectionDocuments/
PDF/Accenture-Global-Consumer-Pulse-Research-
Study-2012.pdf

8. Being able to see forward with a
complete, single view is critical. All
too frequently, the fault doesn’t lie
with marketing but with the
organizational structure itself.
An astonishing majority of
marketers – 70 percent – do not
control the data they use for their
marketing initiatives. Work to get
alignment with IT as a strategic
partner and more control of the
information you need.
FORWARD
VISION
Turning indicators into insights is the
key to strategic action. Can you:
Identify patterns and use insights to design better
informed and more engaging experiences?
Integrate online and offline channels for
a complete picture?
SOURCE:
Teradata Data-Driven Marketing Survey, Global, 2013
http://www.teradata.com/Teradata-Applications/
Capabilities/Data-Driven-Marketing/

9. A key point to remember here is
to get alignment with all of the
parties involved, both within
marketing and the business as a
whole. For example, you might
believe that customer loyalty
should be a high priority, whereas
others in your department might
rate other initiatives higher.
Likewise, measuring the success
of marketing activities by proving
ROI can prove extremely valuable
for everyone involved.
WHERE ARE
YOU GOING?
What are your requirements and expectations
for the future, tomorrow and in the long-term?
Will you and your department need to:
Take control and design optimized
customer interactions?
Analyze and predict customer behavior?
Build out the steps, assign collateral and plan
responses to multiple interactions?
Execute real-time interactions across
multiple channels?
Visualize campaign results?
Prove effectiveness with outcomes and metrics?

10. THE RIGHT
SOLUTION
To be successful in today’s era of
data-driven marketing, marketers
need to interact with customers
in real-time and on the customer’s
terms. This requires blending
offline customer data with inbound
real-time data from call centers,
websites, social communities and
more, to establish a relevant and
meaningful dialogue that reinforces
your brand while allowing the
customer to retain control.
Drawing key insights to inform
a data-driven marketing strategy
produces stronger, more successful
customer interactions and
increased revenues.
In the end, the right solution will
provide you with the data and
flexibility you need to know more
about your marketing, your
customers, and your business.
And knowing more is a true
competitive advantage.

11. Teradata is a global leader in analytic data platforms, marketing and analytic applications, and consulting services. Teradata helps organizations collect, integrate, and analyze all of
their data so they can know more about their customers and business and do more of what’s really important. Visit Teradata.com for details.
10000 Innovation Drive, Dayton, OH 45342
U.S. and Canada 1-866-548-8348, For International Callers: (937) 242-4030
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improves products as new technologies and components become available. Teradata, therefore, reserves the right to change specifications without prior notice. All features, functions,
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