Using Data to Find New Customers. Andrew Howe, Sales Director UKI, Teradata Interactive February 26 th, 2015

Transcription

1 Using Data to Find New Customers Andrew Howe, Sales Director UKI, Teradata Interactive February 26 th, 2015

2 About Teradata Interactive Vision To enable our customers to collect and use data to improve their customer experience and create a competitive advantage Mission Empower customers to compete and win in the digital world by transforming any data into actionable insights 2

3 Teradata Integrated Marketing Management Consulting/ Interactive Services Integrated Marketing Management SaaS/Cloud Data Warehousing Big Data Analytics Teradata Unified Data Architecture 3

4 Consumer needs have changed Faster and faster I want it quicker and I m squeezing more into shorter periods of time My way I want it my way and on my terms Short attention span Lots of things compete for my attention so something has to stand out to draw me in Quality new experiences My expectations around experience keep getting higher and I look for new experiences to excite me Opinions matter I value people s opinion. I also have my own which deserve to be heard Blurred reality I live in both the real and virtual worlds and these are increasingly intertwined 4

5 Device convergence and the Internet of Things only increase complexity 30 billion devices will be As the number of digital touch points increase Devices create new ad media touch points Customer loyalty disruption from new competitors Brands need to create a digital bridge to their prospects Responsive marketing requires contextual personalisation Customers still expect relevance and synchronicity wirelessly connected to the internet of things. by IBA,

6 Digital Marketing Priorities: Customer-centricity Top priorities for 2014 and beyond 6

7 Advertisers need to collect of prospect data to deliver personalised experience much earlier in the path to purchase Awareness: Interest Consideration Action Sales/Service Engagement Customer Engagement 3 Purchase Consideration 4 First Purchase New customer 5 Loyalty Generation Customer 6 Lapser Re-activation 1 Build brand: Raise awareness Target group 2 Registration & data collection Initial interest Prospective customer Lost customer Time 7 Building and maintaining a relationship throughout the early prospect lifecycle is essential to maximise your engagement during the purchase decision process

8 Advertisers need to collect of prospect data to deliver personalised experience much earlier in the path to purchase Awareness: Interest Consideration Action Sales/Service Engagement Customer value 3 Purchase Consideration 4 First Purchase New customer 5 Loyalty Generation Customer 6 Lapser Re-activation 1 Build brand: Raise awareness Target group 2 Registration & data collection Initial interest Prospective customer Lost customer Time 8 Building and maintaining a relationship throughout the early prospect lifecycle is essential to maximise your engagement during the purchase decision process

9 Leads generation: Early prospect nurture can shorten sale cycle by 50% and increase conversion by 75% 1 Targeted traffic 2 User registration, profiling generation & survey data collection 3 Data onboarding single customer view Validation, Cookie matching, profiling Prospect propensity scoring 4 Multi-channel prospect lead nurture Display Social Mobile Call Center Offline 9

10 10 CRM & Advertising worlds collide: Disruptive technology has changed the role of advertising and marketing

11 Using enriched prospect data to drive display performance 3 rd Party segment:35-40, London & SE, HNW Basket Abandoner Browsed Holiday to Spain Basket abandoner lookalike target No defined interest 11 Most data driven advertising focuses on available 3 rd party profiling or website activity

12 Using enriched prospect data to drive display performance 28, Single traveller Loves Far East Only interested in 5* resorts Looking now, book in 3 months 41, Couple Cost conscious Only buys from 3 competitor brands Compares online but buys over phone Existing customer Immediate buying requirement Phoned the call centre but didn t complete Low conversion propensity score Uses comparison engines Will only buy online Previous lapsed customer Responded to last DM Existing customer Already booked Remove from targeting Basket abandoner lookalike target Basket Abandoner Browsed Family Holiday to Spain 12 Identify and dominate audience share of your most valuable targets. Contextual data helps to create more personable nurture messaging

13 Use data insight to nurture a relationship throughout the journey 13 Understand your prospects personal considerations influencing their buying decision Understand how they interact with your brand across all channels Engage with prospects before peak buying cycles. Use data to personalise your response at the right time in the buying cycle. Influence competitor comparison, change mindsets

14 Lead Generation is a driver of demand creation Drives demand and guarantees incrementality Connects offline and online, advertising and marketing. Nurture creates a continuous dialogue with prospects 14 Delivers contextual personalisation and synchronisation Powers efficient real-time marketing & advertising buying Once registered you no longer have to advertise One way to sell a consumer something in the future is to get their attention in advance Seth Godin

15 Thanks for listening Andrew Howe Sales Director UK&I, Teradata 15

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