real time at the right time: driving real-time connections with offline and online data
TRANSCRIPT
Real Time at the Right TimeDriving Real-Time Connections with Offline and Online Data
Presenter
Extensive experience in working with well-known brands, including MasterCard, Kohl’s, GM and AT&T Wireless.
Previous positions include Founder of Attain Group, EVP at MRM Worldwide, and SVP at Digitas.
Anders Ekman, President
DataMentors founded in 1999 Gartner-ranked DataFuse data integration technology Relevate founded in 1978 Heritage in foundational data products such as phone
and email data Both companies have built substantial real time
capabilities Connection of technology and data to drive
“right time” marketing
DataMentors Overview
3
Solutions Linking Data And Technology
Topics
The Real Time
Opportunity
Right Time Marketing
Identify In-Market Prospects with Fast
Data
Options to Target Leads
with Personalized
Offers
Q&A
The Real Time Opportunity
plan to increase their real-time marketing budgets in the next
year
Marketers in need of quick decisions are increasingly investing in real-time solutions to engage multi-channel consumers when the moment is right.
of marketers report a positive return on
their real-time marketing
investments
98%
59%
Wayin 2015 Real-Time Marketing Report
The Real Time Opportunity
Perceived Benefits of Real Time Marketing
Econsultancy
Higher margins on real-time offers
Increased average order value
Greater opportunity for personalization
Better brand perception
Improved customer retention
Improved conversion rates
Better customer experience
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
7%
10%
16%
34%
47%
72%
84%
13%
18%
18%
29%
46%
74%
82%
Agency Respondents Company Respondents
The Real Time Opportunity
Challenges of Real-Time Marketing According to North American Marketing Executives
Adobe July, 2014 The Financial Brand
Ensuring a great customer experience
Working with IT to create better solutions
Marketing efficiency and speed to market
Coordinating communications across inbound and outbound channels
Driving revenue through cross-sell, up-sell
Leveraging all the big data we have
Improving customer retention
Marketing effectiveness of response rates
Personalizing messages based on consumer behavior
0% 10% 20% 30% 40% 50% 60% 70%
28%
32%
36%
37%
38%
41%
43%
57%
60%
Examples Of Real Time Experience Delivery
Contact Validation
Customer and Prospect Pre-fill
“Right Time” Marketing
What Is Right Time Marketing?
Right Time Marketing is a sophisticated way to boost prospect acquisition and customer growth and retention by customizing the investment in marketing process and technology costs to drive optimally timed contact for the best ROI.
Data and technology
synchronized to deliver experiences
Seamless connection of “fast” and “foundational”
data
Real time interactions vs. batch processes
Data as fuel vs. ingredient
How DataMentors Defines Right Time Marketing
The Right AnswerOur unique process allows our clients to zero in on the right combination of data, channel and timing necessary for real and sustainable ROI.
The Right PersonData products that lead the market in both scale and precision
The Right MomentReal-time services that enable instant data mobility, insight, and action
The Right ChannelCross-channel solutions that allow for seamless customer experiences
Target The Right Person
Right Time Marketing combines first-party data with rich third-party enhancement, behavioral data, and in-market purchase signals for finely tuned audience identification.
Target At The Right Moment
Real-time services: Enable instant data mobility, insight, and action Blend real-time mobile and social insight with offline identity data
for rich right-time contact
Reaching the right consumers at the right moments of purchase influence is key to optimizing customer acquisition.
1. Google/Ipsos, "Consumers in the Micro-Moment“ Study 2015
2. Google/Ipsos, “Moments That Matter” Study 2015
1. 2.
Target Through The Right Channel
Marketers must track offline and real-time online consumer behaviors across channels to deploy targeted messages through the right channels at the time when prospects are most likely to convert.
Google/Ipsos, “Omni-Channel Retailing” Study 2014
Example: Identify In-Market Auto Shoppers Across Channels
Track mobile car shopping activity
Household mobile devices
Connect households to VIN, demo and contact
data
Track social car shopping activity
Household Twitter accounts
MOB
ILE
SOCI
AL
Example: Target In-Market Auto Shoppers At The Right Time
Journey based campaign targeting.
Household overlapping activity
Greater-close-potential target
Track mobile car shopping activity
Track social car shopping activity
The Right Investment
224%When marketing is based on theright data, the average ROI is
VB Insight, “Conversion Marketing: how to win at performance marketing” Study 2015
Q&A Session
Any Questions?
@datamentors
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