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LISA ARTHURAuthor, Big Data MarketingCMO Advisor
The Author of Big Data Marketing Shares How to Integrate Data, Processes and Channels to Drive Better Consumer Experiences and Results
Lisa ArthurAuthor, Big Data MarketingCMO Advisor
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The Yin Yang of
Individualized Marketing
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Customer experience is the only durable competitive advantage.
–Gartner*
The new marketing mandate
Customer experience is the new marketing.–Steve Cannon, President, Mercedes-Benz USA**
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9 out of 10MARKETERS WANT TO INDIVIDUALIZE MARKETING
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9 out of 10MARKETERS WANT TO INDIVIDUALIZE MARKETING
But …
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of today’s consumerssay they’re concernedabout data/behavior
tracking1
86%
of today’s consumersaccept that datatracking enablesrelevant content1
85%
1. “Today’s Shopper Preferences: Channels, Social Media, Privacy and the Personalized Experience.” Accenture Interactive.
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Connecting the consumer dots
CUSTOMER SERVICE
Report History
MARKETING Potential Value
SALES Loyalty
DIGITAL Identity
OPERATIONS Registrant
DEPARTMENT SILOS PERCEIVED CUSTOMER
ContactCenter
AccountManagers
LoyaltyCards
Retail
Online
Mobile
POINTS OF INTERACTION
Social
BRAND ORGANIZATION
CUSTOMER
The only sure route to value is becoming one with customers and their experience, regardless of channels or platforms.
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Individualized marketing to scale
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Audience Segments – “Clustomers”
Shoe Fanatic
Multi-category
Man in the House
11 Matching digital cookies to users on mobile devices
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Targeted mobile campaign
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Results
• 300% increase in conversion
• Overall CTR was 0.16% (KPI was .1%)
• Cost per landing page was $5 (KPI was $8)
• Offline ROI was $13 overall
Top takeawayIndividualization, not personalization.
Thank YouLisa Arthur@lisaarthur
