Managing Data to Drive the 1:1 Customer Experience

Confidential Property of Theorem 1

The 1:1 Customer Experience Managing Data to Drive

Fast Track Your Strategy


Your Speaker Theorem’s Customer Experience Guru

20+ years’ experience leading global

marketing operations teams

Deep experience designing, implementing and supporting

Enterprise, CRM and Marketing solutions for Fortune 500 companies

Leading engagement to support database marketing

and email operations

Expertise in strategic planning, marketing and

analytics

Business Intelligence specialist

Mary Beth Sousa Senior Engagement Manager


Join our conversation on Twitter

#KnowYourAudience


Fueling Audience Experiences


The 1:1 Customer Experience

THE DIGITAL REVOLUTION has transformed the way audiences consume information

Insatiable 24/7 information seeking produces more and more data

The common thread emerging from audiences? They want personalized experience based on how they’re engaging with content


01

Understand Data Ecosystem

02

Enable Methodologies and Tools 03

Scale your efforts to enable a

high-touch audience experience


Connected World, Disconnected Experiences

Fragmented User Experiences

Disconnect Apps Multiple Development Environments


Why did you send me this email?

I purchased the product!

Do you know me?


84% of people would walk away from a company that ‘doesn’t listen’

52%

From a company that tried to sell them

something they had already said they weren’t

interested in

36%

From a company that was offering them

products they have already used or

purchased

45%

From a company that contacted them in a way they have been asked

not to

The Audience View of the Disconnected Experience

https://econsultancy.com


57%

45%

74%

44%

The Audience View of the Disconnected Experience

of companies have started implementing a Single Customer View

but…

72%

of consumers would tell people

about their positive experience

of consumers would acitvely

recommend the organization

of consumers would actively sign

up for more marketing

of consumers would respond

positively to companies who

’understand them’


72% of companies have started implementing a Single Customer View but…

of companies believe they have an

effective solution in place

of companies are capturing customer data

from every channel

of companies can integrate all the data

they can capture

16% 34% 2%


Complex Information Chain exists between the consumer, the advertiser, and the publisher

All players in the ecosystem play a role in collecting and

contributing data to support the journey

The challenge

developing a strategy to organize disparate

omnichannel and omniplatform data to garner insights and construct the 1:1 customer

experience


How do you connect the data to support a 1:1 customer experience?

An enterprise-wide philosophy to govern all

audience data that will efficiently and effectively drive the 1:1 marketing experience


Why is this so Important Fueling the customer experience

Reduces costs of manipulating your data

It builds confidence in the data you’re collecting

Your data goes from pain point to corporate asset

Allows you to gain knowledge about your audiences

Aids in more informed decisions


Managing your Data Ecosystem Fueling the customer experience

Process and Workflow

Integration and Synchronization

Performance, Scalability, Real-time Availability

Profiles and Modeling

Governance Manageability & Security

Technology and Architecture

Data Hygiene


A View of the Data Ecosystem

Data ecosystem Bought, sold or traded Data is analyzed

First-party, third-party, and now second-party data


A Primer on First-Party Data Data comes directly from an organizations audiences


A Primer on Third-Party Data

Third Party Data is data that is collected by another party that isn’t directly involved with your organization

Data is purchased


A Primer on Second-Party Data

Second Party Data involves the sharing of data directly between two organizations. Basically, each company’s first-part data pooled with each other.

Data is shared


When to use Party Data


Key Takeaways Learnings on how to manage your data

Manage the data lifecycle

Analyze to get a holistic view of your audiences

Expedite the gathering of the data

Develop A data Strategy


Getting Ready for Engagement


Audiences want to build relationships with organizations

Organizations should map the customer journey based on their understanding of their audiences’ preference and behaviors

Delivering the right marketing messages at the right time

Lean on your data analyst to help you build models to measure campaign performance

01

02

03

Your data is ready to power a 1:1 experience, but are you ready to engage? 04 The path to gain more insights…


Build your Personas

Sara Mom + Career Woman

Mobile She’s engaging on mobile device while watching TV

Personality Type Humanistic; she thinks of her kids and finds joy in shopping for them

Purchasing Motivation She’s spontaneous and a brand loyal shopper

TV & Movies Sara mainly watches family television or

her kids’ favorite shows

Social She is engaged in social communities

that give her tips on preparing quick meals, kids’ activities

Audio She’s a music enthusiast who mainly

listens to music while in her car on the way to and from work

Demographic Early 40s and earns 100k a year.

Graduated with a Masters Degree in Accounting

“I want to spend time with my kids while balancing work commitments.”


The Journey


The Buyer Journey

Awareness Engagement Purchase Satisfaction Sharing Loyalty

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Marketing Analytics Models to evaluate performance

Optimize

Insights

Analyze Past, Present and Future


Evaluating Readiness


What is your 1:1 marketing maturity level?

How do you think you rate? 01

02 04

03 05 How skilled are your employees?

Can you scale your solution easily for the data you need to develop that 1:1 Marketing Experience?

Crawling? Walking?

How easy is it to access data you need?


Questions ?


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