gartner digital marketing conference 2016: theater session (c. slovak)
TRANSCRIPT
Customer Data:Building from the Center OutChris SlovakVP of Global Solutions Consulting, Tealium
© 2016 Tealium Inc. All rights reserved. 1
What Are Today’s Challenges, And How Did We Get Here?
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Context vs Audience14
50Ne
wspa
pers
&
Mag
azin
esPo
sters
Billb
oard
s
1920
Radi
oM
ailer
s &
Cata
logs
1950
TVPh
one
Book
s
Tele
-M
arke
ting
1990
Dire
ctor
y &
Disp
lay A
ds
Emai
l
1995
SEM
Blog
s
2000
Socia
l Med
ia
Mob
ile
Infographic: History of Marketing
Traditional Marketing Digital
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Aug 2011Sep 2012
Jan 2014Jan 2015
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You are here
51% have 21 or more vendors in 2015 (compared to 36% in 2012)
Vendor MixAs important as Media Mix
1. Technology is a competitive advantage when properly deployed
2. Point solutions are a reality, not a hypothetical
3. While cost of change is lower than ever, privacy stakes are higher
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Consumer Trust is FragileLove this site and
totally trust it!
Appears Obvious on the Surface
But.. Difficult to Predict
Far-Reaching Implications
Can Result in Risky Business
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At the Brink: Precursors to Change
Consumers: Demand experiences•Ad Blockers•Web Browsers•Advocate Groups•Router Hardware
Providers: Protecting gardens•Apple•Safari•IDFA
•Google•Customer Match•O&O 3rd Party Pixel•AMP
Governments: Requiring privacy•FTC•Turn/Verizon Ruling•Safe Harbor (Lack of)
Businesses: Need governance•Self Hosting JS•iFrame JS•Disallowing•Custom Coding
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Data Layer Gap
Experience Layer
Application Layer
No Data Layer!
Lack of Centralized Data Across Vendors
37% CMOs Lack Technology to link together a single view
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Fragmented Customer View
Siloes Across Departments
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How Do We Address These Challenges with Technology?
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Marketing Architecture LayersData• Assemble data• Build profiles• Expose dataDecisions• Message selection• Multi-step campaigns• Content management• Measurement• AdministrationDelivery• Single channel • Multi channel
Source: David Raab – Raab Associates
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Architecture OptionsAPI Hub Customer
Data Platform
MarketingCloud
IntegratedSuite
Data
Decisions
Delivery
Source: David Raab – Raab Associates
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Where the CDP Fits
SourcesystemsCustomerDataPlatform
Executionsystems
CRM External Operations
email Web CRM …etc.
Integration AnalyticsProfiles
Source: David Raab – Raab Associates
Acquire Engage
Share Nurture
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Strategic Pillars
AcquireNewMore TrafficUnknown UserBrand Messaging
EngageConvertRetainContent ConsumptionEarn Media
ShareMarket SizeShare of WalletShare of TimeShare of Dollars
NurtureRe-visitCustomer GrowthRe-MarketQualify
Strategic Pillars
Acquire Engage
Share Nurture
SEARCH ENGINEMARKETING
DATA MANAGEMENT PLATFORM
DISPLAY
WEBANALYTICS
VOICE OFCUSTOMER
MULTI-VARIATETESTING
CONTENTOPTIMIZATION
MARKETINGAUTOMATION
SOCIAL
RE-MARKETING
Vendor Focus
The IntersectionAcquire Engage
Share Nurture
Personalization
Branding
The IntersectionAcquire Engage
Share Nurture
1st Party
3rd Party
The IntersectionBranding
Personalization
1st Party
3rd Party
Acquire Engage
Share Nurture
Unified Customer View
Building from center out
Acquire Engage
Share Nurture
CDP
Acquire Engage
Share Nurture
SEARCH ENGINEMARKETING
DATA MANAGEMENT PLATFORM
DISPLAY
WEBANALYTICS
VOICE OFCUSTOMER
MULTI-VARIATETESTING
CONTENTOPTIMIZATION
MARKETINGAUTOMATION
SOCIALRE-MARKETING
Enabling Cross-VendorIntegrations CDP
FourTent-Poles
Customer Data Platform
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First-Party
Real-Time
Data Neutral
Vendor Agnostic
© 2016 Tealium Inc. All rights reserved. |
© 2015 Tealium Inc. All rights reserved. | 3
0
Unify All Data
• CONTROL: Standardize and manage data distribution to vendors
• ACT: Push data and directives in real-time to any vendor in the ecosystem
• OWN: Full access and ownership of data for big data processing
Standardize
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© 2015 Tealium Inc. All rights reserved. |
Single Source of Data
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Enables Departments to Share
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© 2015 Tealium Inc. All rights reserved. |
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Data Governance DirectivesData Accessibility
Control
Busin
ess I
mpa
ct
Trusted / Client Side / Real-Time
Mitigated / Cloud Delivery / Delayed
Untrusted / Non-Critical /
Batch
Data Panel
IT
LEGAL
MARKETING
In Summary
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Key Takeaways
• Choose vendor mix thoughtfully, and allow for flexibility
• Focus on customer data, and build from center out
• Data governance is not a nice-to-have
© 2016 Tealium Inc. All rights reserved. |
About Tealium
© 2015 Tealium Inc. All rights reserved. | 3
5
© 2016 Tealium Inc. All rights reserved. |
© 2015 Tealium Inc. All rights reserved. |
Build and enrich unified, real-time audience profiles
Tealium AudienceStream™
Manage and control your tags and vendors
Tealium iQ™
Own all of your data to fuel deeper customer insights
Tealium DataAccess™
Tealium Customer Data Platform
© 2016 Tealium Inc. All rights reserved. |
© 2015 Tealium Inc. All rights reserved. |
World’s Largest EnterpriseTag Management Solution
Tealium iQ™
Solve tag management, data fragmentation and security vulnerabilities with a single platform.
With Tealium iQ, companies gain efficiencies, speed time-to-market on campaigns while recognizing incredible ROI across their vendor mix.
Experience LayerUnlock the power of your data to optimize your web and mobile experiences
Universal Data LayerStandardize all of your data across every vendor, unlocking its potential
900+ Turnkey IntegrationsChoose, launch, and manage every vendor in your ecosystem
© 2016 Tealium Inc. All rights reserved. |
© 2015 Tealium Inc. All rights reserved. |
True Real-Time Customer Datain Every Channel
Tealium AudienceStream™
Create a single view of your customers across every vendor in your ecosystem in true real-time.
Eliminates technical barriers to boost conversion rates and retention.
Universal Data LayerClean data unlocked through Tealium iQ
Universal IdentityStitch together visits across touchpoints into a single view of your customers
Build AudiencesCreate living customer profiles based on online and offline behavior
Vendor ConnectorsPower all of your vendors with real-time and lifetime customer data points
Real-Time TriggersTake action immediately or leverage time-based actions
© 2016 Tealium Inc. All rights reserved. |
Tealium DataAccess™
© 2015 Tealium Inc. All rights reserved. |
Direct Access to CompleteCustomer and Event Datasets
Flexible access to your complete data set delivered to your business intelligence and customer insight applications.
DataAccess allows teams to work together using a shared business language to fuel deeper customer insights.
True Analytics AgilityWork with complete or filtered data sets on-the-fly to fuel deeper insights
Use Your Favorite AppsPower the tools you use today with the richest source of customer and event dataData Supply Chain IntegrationEasily access structured data and control its destination