Gartner Digital Marketing Conference 2016: Theater Session (C. Slovak)
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The document discusses challenges in managing customer data across multiple vendors and technologies. It proposes that companies should focus on building a unified customer view from the center out by implementing a customer data platform (CDP) to assemble data from various sources, build customer profiles, and enable real-time sharing of data and directives with vendors. A CDP provides a single source of truth for customer data, facilitates data sharing across departments, and helps address issues like data fragmentation, siloed views of the customer, and lack of data governance.
Gartner Digital Marketing Conference 2016: Theater Session (C. Slovak)
- 1. Customer Data: Building from the Center Out Chris Slovak VP of Global Solutions Consulting, Tealium © 2016 Tealium Inc. All rights reserved. 1
- 2. What Are Today’s Challenges, And How Did We Get Here? 2
- 3. Context vs Audience Infographic: History of Marketing Traditional Marketing Digital 3
- 4. Aug 2011 Sep 2012 Jan 2014 Jan 2015 4
- 5. You are here 51% have 21 or more vendors in 2015 (compared to 36% in 2012)
- 6. Vendor Mix As 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 6
- 7. Consumer Trust is Fragile Love this site and totally trust it!
- 8. Appears Obvious on the Surface
- 9. But.. Difficult to Predict
- 11. Can Result in Risky Business
- 12. 1 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
- 13. 1 Data Layer Gap Experience Layer Application Layer No Data Layer!
- 14. Lack of Centralized Data Across Vendors 37% CMOs Lack Technology to link together a single view 1
- 17. How Do We Address These Challenges with Technology? 1
- 18. 1 Marketing Architecture Layers Data • Assemble data • Build profiles • Expose data Decisions • Message selection • Multi-step campaigns • Content management • Measurement • Administration Delivery • Single channel • Multi channel Source: David Raab – Raab Associates
- 19. 1 Architecture Options API Hub Customer Data Platform Marketing Cloud Integrated Suite Data Decisions Delivery Source: David Raab – Raab Associates
- 20. 2 Where the CDP Fits Source systems Customer Data Platform Execution systems CRM External Operations email Web CRM …etc. Integration AnalyticsProfiles Source: David Raab – Raab Associates
- 21. Acquire Engage Share Nurture 2 Strategic Pillars
- 22. Acquire New More Traffic Unknown User Brand Messaging Engage Convert Retain Content Consumption Earn Media Share Market Size Share of Wallet Share of Time Share of Dollars Nurture Re-visit Customer Growth Re-Market Qualify Strategic Pillars
- 23. SEARCH ENGINE MARKETING DATA MANAGEMENT PLATFORM DISPLAY WEB ANALYTICS VOICE OF CUSTOMER MULTI-VARIATE TESTING CONTENT OPTIMIZATION MARKETING AUTOMATION SOCIAL RE-MARKETING Vendor Focus
- 25. The Intersection 1st Party 3rd Party
- 27. Unified Customer View Building from center out CDP
- 28. SEARCH ENGINE MARKETING DATA MANAGEMENT PLATFORM DISPLAY WEB ANALYTICS VOICE OF CUSTOMER MULTI-VARIATE TESTING CONTENT OPTIMIZATION MARKETING AUTOMATION SOCIAL RE-MARKETING Enabling Cross-Vendor Integrations CDP
- 29. Four Tent-Poles Customer Data Platform 2 First-Party Real-Time Data Neutral Vendor Agnostic
- 30. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | 3 Experience Layer Data Layer Application Layer ! " # $ % & ' ( )* +, Customer Interactions 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 30
- 31. © 2015 Tealium Inc. All rights reserved. | Single Source of Data 31 3
- 32. Enables Departments to Share 3
- 33. © 2015 Tealium Inc. All rights reserved. | 33 3 Data Governance Directives Data Accessibility Trusted / Client Side / Real-Time Mitigated / Cloud Delivery / Delayed Untrusted / Non-Critical / Batch Data Panel IT LEGAL MARKETING
- 34. In Summary 3 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
- 35. © 2016 Tealium Inc. All rights reserved. | About Tealium © 2015 Tealium Inc. All rights reserved. | 3
- 36. © 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
- 37. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | World’s Largest Enterprise Tag 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 Layer Unlock the power of your data to optimize your web and mobile experiences Universal Data Layer Standardize all of your data across every vendor, unlocking its potential 900+ Turnkey Integrations Choose, launch, and manage every vendor in your ecosystem
- 38. © 2016 Tealium Inc. All rights reserved. | © 2015 Tealium Inc. All rights reserved. | True Real-Time Customer Data in 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 Layer Clean data unlocked through Tealium iQ Universal Identity Stitch together visits across touchpoints into a single view of your customers Build Audiences Create living customer profiles based on online and offline behavior Vendor Connectors Power all of your vendors with real-time and lifetime customer data points Real-Time Triggers Take action immediately or leverage time-based actions
- 39. © 2016 Tealium Inc. All rights reserved. | Tealium DataAccess™ © 2015 Tealium Inc. All rights reserved. | Direct Access to Complete Customer 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 Agility Work with complete or filtered data sets on-the-fly to fuel deeper insights Use Your Favorite Apps Power the tools you use today with the richest source of customer and event data Data Supply Chain Integration Easily access structured data and control its destination
- 40. Thank You © 2016 Tealium Inc. All rights reserved. 4 Chris Slovak [email protected]
Editor's Notes
- #4: 400 yrs of context based ads giving way to 10 yrs of audience/behavior ads
- #5: The world is complicated; the vendor landscape is complicated.
- #6: We apologize again.
- #7: Competitive advantage - service providers will become (more) niche Point solutions are reality – the only way to keep up with the evolving ecosystem Filler features that don’t focus on the service is a waste – you have 5 engines that more or less report on the same thing, might have 5 vendors that can do onsite content optimization, etc.
- #16: So why doesn’t everyone do this? Well, short answer: it’s difficult! Your email system may not know your gender or what products you browse most. Social channels only know a narrow profile. Your website may only know you as an anonymous visitors, while your BI system may have stitched together conflicting info. And your in-store experience has no idea about what’s happened in the digital channels.
- #19: Start with some background: what goes into marketing architecture (can be multiple systems per layer) we can distinguish three layers: data, decisions, delivery. Those happen to correspond to the three categories on the previous slides. In an ideal world, data and decisions are unified – that’s what an integrated customer experience really means. But in practical terms, there are several options. Let’s take a look…
- #20: Here they are API hub is a data interchange among separate systems; doesn’t necessarily store any information on its own. Things like Mulesoft, Boomi, Jitterbit, SnapLogic. These are pipes but don’t do much processing on the data. So the value is limited – e.g., for things like identity association and historical trends. CDP is a unified database, accessed by separate marketing systems. You could argue that decisions are not integrated – but there’s nothing in the CDP that precludes a unified decision system. Basically, it gives you a choice because in practice most delivery systems will have at least some of their own decisioning for operational tasks, even if the core marketing decisions are centralized Marketing Cloud – same vendor controls data and decisions, and in practice usually a few key delivery systems. But it’s supposedly open. Integrated Suite – same vendor does everything. Avoids integration but raises lock-in issues.
- #28: Positioning the Tealium Customer Data Platform ( CDP ) at the center creates the unified customer view needed to use ALL your valuable data Data flow in and out between all vendors Single source of data truth Utilizing real 1st party data across all technologies in real-time