MessageGears Sponsored Breakfast Presentation - EIS Day 1
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Email Insider Summit, December 2019, Deer Valley Utah - Removing Data Friction for Personalized Customer Marketing
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MessageGears Sponsored Breakfast Presentation - EIS Day 1
- 1. Removing Data Friction for Personalized Customer Marketing Roger Barnette, CEO
- 3. Frictionless Customer Marketing Platform Advanced Segmentation & Audience Export Cross-Channel Orchestration & Messaging Real-time context data cloud for Partners Customer data at the center ensures consistent, accurate communication across channels
- 6. Consumers expect Super Senders to get it right.
- 7. It’s hard for Super Senders to get it right.
- 12. 100%of marketers who think personalization is difficult also said their marketing resources are siloed Cross-Channel Messaging and Today’s Marketer research by MessageGears and Survata. © 2019 n=100
- 13. say consolidating data to a modern data warehouse has been beneficial to their customers say using a modern data warehouse has helped improve their overall messaging engagement 95%88% Upcoming December 2019 research by MessageGears and Survata. © 2019 n=100
- 17. 17 Legacy Marketing Platforms Create Data Friction It takes over 4 hours on average for Super Senders to sync data to their ESP Data syncs to ESPs break multiple times a week for most Super Senders Super Senders typically send over 10 million records to their ESP Exploring the Costs of Data Friction research by The Relevancy Group and MessageGears. © 2019 n=400
- 20. Tech should liberate, not limit.
- 23. Exploring the Hidden Costs of Data Friction research by The Relevancy Group and MessageGears. © 2019 n=400
- 27. “Once you put MessageGears on top of your data, you can do pretty much anything you can think about, and the technology just gets out of the way.” — MARK STANGE-TREGEAR VP Analytics, Rakuten Rewards 27
- 29. It should be easy to personalize across channels at scale.
- 30. Access to all your data in real time is critical for success.
- 31. It shouldn’t be a bitch to switch.
- 32. Enterprise marketers should get the service they deserve.
- 33. 33 Modern customer marketing platform
- 34. Frictionless Customer Marketing Platform Advanced Segmentation & Audience Export Cross-Channel Orchestration & Messaging Real-time context data cloud for Partners Customer data at the center ensures consistent, accurate communication across channels
- 35. Frictionless
Hinweis der Redaktion
- Good morning. Happy to be back as always.
- MessageGears is a modern customer marketing platform that connects directly to your existing data and removes data friction. This empowers Super Senders to create the best experiences possible for their customers quickly and easily.
- We have built 3 products to help brands accomplish their goals, and all put the customer data at the center.
- I want to kick off this event by talking about something that most of you have to deal with on a daily basis: data friction. Data friction prohibits many of us from doing the work we want to do. It takes some of the fun out of our jobs and reduces the impact of our messaging to our customers.
- Data friction is especially prevalent in large enterprises, which we call Super Senders. Every brand in this room is likely a Super Sender. You’re a known name. Consumers expect you to get it right.
- But the thing is, it’s hardest for Super Senders to get it right. So much data. So many moving parts.
- And data friction is prevalent. Legacy technology built for a world 20 years ago mixed with the modern world creates issues. One of the biggest charters for enterprise organizations today is to get rid of data friction and get a better, more complete view of their customers, not a channel-by-channel snippet. One thing many Super Senders have focused on over the past few years is finding ways to reduce and remove causes of data friction. Companies are bringing their approach to data and marketing to the modern era.
- Many orgs are starting with where and how their customer data is managed. Modern cloud data infrastructure from Redshift, Snowflake, BigQuery and others allow visibility, scale, and efficiency that older legacy systems can’t match. This wave is helping many modern organizations consolidate their data and be able to have a complete view of their customers. Think of it like this: cheese is good. Bread is good. Tomatoes are good...
- But, boy, put those disparate things together and they’re REALLY good. Or think of it another way: separately, 5 young, fairly talented, good looking singers are OK, but the possibilities are limited. Put them together?
- International sensation. Seriously, these guys … they’re still going. At one point, the hottest act in the world.
- In all seriousness, siloed data is a big problem and cause for friction, which ultimately trickles down to the consumer. Earlier this year, we surveyed marketers about data silos and personalization, and 100% of those who thought personalization was difficult also said their marketing team and technology was siloed. 100%.
- So that’s been a big part of what’s driving many of you to consolidate to modern data warehouses. 88% who have done so said it helps improved their overall messaging engagement, and 95% say it’s been beneficial to their customers. Great. Problem solved! Right? Well, not exactly.
- Another word about the Backstreet Boys. Look at this picture. This wasn’t taken last week. This is old. Yes they’re doing reunion tours and stuff now, but they were hot on the scene 20 years ago. Their songs are considered “classics” now by people in their 20s-40s. A lot has happened since they were big. The same thing goes for marketing clouds and ESPs. The “ESP” and what’s evolved into marketing clouds today was born over 20 years ago. Many of our friends that sponsor this event have technology that was built for a different world.
- Think of everything we depend on daily. Modern cloud computing has come along and changed the world. The stakes are higher today - we talked about expectations, well people expect the world of Super Senders. And Super Senders can’t deliver on those expectations when they marketing tools they use were born and built for a world that predated all of this.
- So why don’t ESPs work well in a modern age? Quite simply, it’s because they still require you to copy, sync, and store pieces of your customer data with them. All that modernization of your customer data into a modern data warehouse? Great. You still have to package and ship pieces of it to your vendor because that’s how it’s always been done and that’s what they’re built to do.
- This friction costs Super Senders millions each year. We partnered with The Relevancy Group on some research and found that: Super Senders send over 10 million records on average to their ESPs Those syncs take a long time to complete - about 4 hours Integration/migration to a new ESP? Takes the better part of a year, mainly because you have to hook all the wires up, so to speak. Those massive data syncs are done frequently. Daily or at least weekly. And they break. Often. Several times per week on average! So resources are needed to manage those data exchanges.
- This is inefficient, costly, and limiting. It’s the wrong way to do this.
- It’s like Howie going off on a solo career. Nobody wants this or asked for it Howie. It isn’t right. This isn’t how it should work. Get back with the group.
- The whole point of technology is to liberate, not limit. If your company isn’t using technology that allows you to accomplish your goals, you’re being limited.
- This process completely negates all the positives that investing and consolidating to a modern data warehouse brings. This process causes data friction.
- Marketing tools, like MessageGears, should be built to work with the new data investments brands are making. They should keep that modern data infrastructure as the central hub of information and attach directly to it. All of those points of data friction we just talked about that enterprise orgs have to deal with are eliminated. And because data friction has been removed, marketers can start delivering and exceeding consumer expectations.
- The Relevancy Group asked marketers what they would do if they didn’t have to deal with the inefficiencies and hassles of data friction. They’d improve personalization, segmentation, and be more strategic. They’d be able to focus on making the programs the best they can be. Some of our clients have realized this already.
- This is us.
- We’re the only modern customer marketing platform that lives with your data.
- We have built 3 products to help brands accomplish their goals, and all put the customer data at the center.
- We are frictionless technology. I look forward to learning more from you this week and meeting everyone.