Gartner Digital Marketing Conference 2016: Theater Session (C. Slovak)

Customer Data:Building from the Center OutChris SlovakVP of Global Solutions Consulting, Tealium

© 2016 Tealium Inc. All rights reserved. 1

What Are Today’s Challenges, And How Did We Get Here?

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Context vs Audience14

50Ne

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sters

Billb

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1920

Radi

oM

ailer

s &

Cata

logs

1950

TVPh

one

Book

s

Tele

-M

arke

ting

1990

Dire

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Disp

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1995

SEM

Blog

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Socia

l Med

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Mob

ile

Infographic: History of Marketing

Traditional Marketing Digital

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Aug 2011Sep 2012

Jan 2014Jan 2015

4

You are here

51% have 21 or more vendors in 2015 (compared to 36% in 2012)

Vendor MixAs 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

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Consumer Trust is FragileLove this site and

totally trust it!

Appears Obvious on the Surface

But.. Difficult to Predict

Far-Reaching Implications

Can Result in Risky Business

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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

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Data Layer Gap

Experience Layer

Application Layer

No Data Layer!

Lack of Centralized Data Across Vendors

37% CMOs Lack Technology to link together a single view

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Fragmented Customer View

Siloes Across Departments

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How Do We Address These Challenges with Technology?

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Marketing Architecture LayersData• Assemble data• Build profiles• Expose dataDecisions• Message selection• Multi-step campaigns• Content management• Measurement• AdministrationDelivery• Single channel • Multi channel

Source: David Raab – Raab Associates

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Architecture OptionsAPI Hub Customer

Data Platform

MarketingCloud

IntegratedSuite

Data

Decisions

Delivery


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Where the CDP Fits

SourcesystemsCustomerDataPlatform

Executionsystems

CRM External Operations

email Web CRM …etc.

Integration AnalyticsProfiles


Acquire Engage

Share Nurture

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Strategic Pillars

AcquireNewMore TrafficUnknown UserBrand Messaging

EngageConvertRetainContent ConsumptionEarn Media

ShareMarket SizeShare of WalletShare of TimeShare of Dollars

NurtureRe-visitCustomer GrowthRe-MarketQualify

Strategic Pillars

Acquire Engage

Share Nurture

SEARCH ENGINEMARKETING

DATA MANAGEMENT PLATFORM

DISPLAY

WEBANALYTICS

VOICE OFCUSTOMER

MULTI-VARIATETESTING

CONTENTOPTIMIZATION

MARKETINGAUTOMATION

SOCIAL

RE-MARKETING

Vendor Focus

The IntersectionAcquire Engage

Share Nurture

Personalization

Branding

The IntersectionAcquire Engage

Share Nurture

1st Party

3rd Party

The IntersectionBranding

Personalization

1st Party

3rd Party

Acquire Engage

Share Nurture

Unified Customer View

Building from center out

Acquire Engage

Share Nurture

CDP

Acquire Engage

Share Nurture

SEARCH ENGINEMARKETING

DATA MANAGEMENT PLATFORM

DISPLAY

WEBANALYTICS

VOICE OFCUSTOMER

MULTI-VARIATETESTING

CONTENTOPTIMIZATION

MARKETINGAUTOMATION

SOCIALRE-MARKETING

Enabling Cross-VendorIntegrations CDP

FourTent-Poles

Customer Data Platform

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First-Party

Real-Time

Data Neutral

Vendor Agnostic

© 2016 Tealium Inc. All rights reserved. |

© 2015 Tealium Inc. All rights reserved. | 3

0

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

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Single Source of Data

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Enables Departments to Share

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Data Governance DirectivesData Accessibility

Control

Busin

ess I

mpa

ct

Trusted / Client Side / Real-Time

Mitigated / Cloud Delivery / Delayed

Untrusted / Non-Critical /

Batch

Data Panel

IT

LEGAL

MARKETING

In Summary

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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



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



World’s Largest EnterpriseTag 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 LayerUnlock the power of your data to optimize your web and mobile experiences

Universal Data LayerStandardize all of your data across every vendor, unlocking its potential

900+ Turnkey IntegrationsChoose, launch, and manage every vendor in your ecosystem



True Real-Time Customer Datain 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 LayerClean data unlocked through Tealium iQ

Universal IdentityStitch together visits across touchpoints into a single view of your customers

Build AudiencesCreate living customer profiles based on online and offline behavior

Vendor ConnectorsPower all of your vendors with real-time and lifetime customer data points

Real-Time TriggersTake action immediately or leverage time-based actions


Tealium DataAccess™


Direct Access to CompleteCustomer 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 AgilityWork with complete or filtered data sets on-the-fly to fuel deeper insights

Use Your Favorite AppsPower the tools you use today with the richest source of customer and event dataData Supply Chain IntegrationEasily access structured data and control its destination

Gartner Digital Marketing Conference 2016: Theater Session (C. Slovak)

Technology

Transcript of Gartner Digital Marketing Conference 2016: Theater Session (C. Slovak)