All customer engagement is data driven, but how can you set the stage for using marketing automation to nurture that engagement?

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Advancing and Protecting
The Importance of
Consumer Trust to
Effective Engagement
Stephanie Miller
@stephanieSAM
May 2014
Responsible Data-Driven Marketing
State of the Industry
Marketers are investing in:
Customer engagement
Mobile marketing
Data governance
Marketing analytics
Advanced technology
(automation, data &
campaign management)
Source: DMA Quarterly Business Review (thedma.org/research)

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The Wheel of Terror
Loyalty and Trust are Essential
12 25mm 18%
Average US Household is
enrolled in 12 loyalty
programs.
Sources: Colloquy, 2013; Epsilon 2014;
Teradata study 2013
Members of the Hilton
HHonors program
Global marketers who
said they have a holistic
view of their
customers.

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Not all data is
created equally.
The Challenge
» Getting the insights.
» Taming the insights.
» Applying the insights.
» Attributing the response.
» Prioritizing the testing.
» Applying the learnings.
» Lather, rinse & repeat.

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Customer Journey Mapping
Good looking, Timely, Delicious

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The raw material
of effective marketing

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The Data-Driven Marketing Economy
$156 billion | 675,000 jobs
70%
Due to exchange of data across the ecosystem ($110B)
Source: DDMI, Value of Data, Oct 2013,
www.thedma.org/valueofdata
With great power, comes great responsibility.
-Uncle Ben

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» That privilege is under attack. Strong data
stewardship is a pre-requisite for continued
access to the data we need.
Access to Consumer Data
is a Privilege
It’s up to us:
»A successful self-
regulated business
environment begins with
effective self-regulation

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Consumer Trust Checklist
Audit your practices against the DMA Ethical
Guidelines (thedma.org/compliance)
Train your team in data governance and talk to
suppliers. (DMA can help! dmaeducation.org)
Start a conversation about data stewardship
internally. “Lean in” and lead.
Ensure your data privacy and security readiness.
Increase transparency around your practices for
consumer notice & choice.
Tweetable Takeaways
1. Trust is the foundation of customer
engagement in data-driven marketing.
2. Marketers believe in data-driven marketing.
Do you? Prove it by responsible practices.
3. Data stewardship is job one for every
marketer.

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Advancing and Protecting
Thank you!
Responsible Data-Driven Marketing
@stephanieSAM
smiller@the‐dma.org