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!

1. Employing Data-Driven Engagement
to Increase Customer Loyalty
Michael Lummus
Digital Marketing Strategy, Teradata Applications
@lummusm | www.teradata.com/datadrivenmarketing

2. THE STATE OF MARKETING AND
LOYALTY TODAY
2
1/29/2014
Teradata Confidential

3. 3
1/29/2014
Teradata Confidential

4. 4
1/29/2014
Teradata Confidential

5. 5
1/29/2014
Teradata Confidential

6. 6
1/29/2014
Teradata Confidential

7. 7
1/29/2014
Teradata Confidential

8. 2008:
6.15
2012:
5.68
8
1/29/2014
Teradata Confidential

9. 9
1/29/2014
Teradata Confidential

10. 10
1/29/2014
Teradata Confidential

11. In the midst of all this…
LOYALTY
11
1/29/2014
Teradata Confidential

12. 12
1/29/2014
Teradata Confidential

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. OtterBox:
A case study - building a loyal
customer base for a premium product
in a commoditized market
14
1/29/2014
Teradata Confidential

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. 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. Download the full results:
www.teradata.com/TeradataApplications/Capabilities/Data-DrivenMarketing/
17
1/29/2014
Teradata Confidential

18. Data-Driven Marketing Execution:
40% graded themselves C or lower
18
1/29/2014
Teradata Confidential

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. 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. 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
1/29/2014
Teradata Confidential

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. A Data-Driven Marketing Transformation
Purchase
Customer
Behavior
Intent
24
1/29/2014
Teradata Confidential

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. 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. 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. Today’s Experience: Frustration and Silos
Customer’s Experience
28
28
1/29/2014
Teradata Confidential

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. “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. 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. 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. 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
1/29/2014
Teradata Confidential

35. 35
1/29/2014
Teradata Confidential

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. 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. Can you guess the most buzzed-about event at
South by Southwest Interactive 2013?
38
1/29/2014
Teradata Confidential

39. 39
1/29/2014
Teradata Confidential

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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