SES - Portrait of a Modern Marketer: Hipster Meets Data Geek
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Transcript of SES - Portrait of a Modern Marketer: Hipster Meets Data Geek
11/12/2013
1
Portrait of a Modern Data-Driven Marketer:
4 Ways to be Customer Centric
Stephanie Miller
VP & CLO, DMA
@stephanieSAM
blog.thedma.org
Data geek, or marketing hipster?
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Part Scientist, Part Artist
Image Source: Salesforce.com http://blogs.salesforce.com/company/2013/04/the‐modern‐marketer‐part‐artist‐part‐scientist‐infographic.html
Data Creative
Optimize performance
Write & Curate
Predict the future Be social
Create a clear dashboard
Render on every mobile device
Illuminate KPIs Send email
Turn data into insights
Win awards
Which Comes First?
Mad Man!
Math Man!
Creatives benefit from improved insights, informed (and predictive) personas, better strategic direction and lots of proof that their brilliance works!
Quants benefit from real time data inputs and messaging that engages and feeds the analytics engine(s).
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intent & content
Ways to be Customer Centric.
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Adopt a customer-first attitude.
Ways to Be Customer Centric
There is no try. Only Do.
‐ Yoda
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Customer Centricity. Customer First.
News Flash:People only care about themselves.
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The way they act, you’d think each customer
was a different person!
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1.Keep Running2.Data‐driven shoes3.Partner
Strengthen relationships by optimizing life stage communications.
Ways to Be Customer Centric
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Lather, Rinse, Repeat
MessagingNext Best Offer Retargeting
ScoreLTV Recency
BehaviorsOnline Offline
MotivationsLoyalty Life Stage
Customer ProfileHigh Value Demographics
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1.My Macy’s2.Omnichannel3.Macy’s Magic
Read more on DMA Advance: blog.thedma.org
CMO Views on Omnichannel
»91.7% Adds Real Value
»82.4% Plan on Investment
Source: Winterberry Group, 2013“Taking Cues from the Customer”
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Be the steward of data for your organization.
Ways to Be Customer Centric
One Question.
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Marketing Data Governance Strategies
»79.3%
»31.9%
Source: DMA study and whitepaper The New Rules of the Road. Visit http://thedma.org/research/
Job #1 in Data Stewardship
Reactive Proactive
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“With great power, comes great responsibility.”
‐Uncle Ben
Privacy & The Bottom Line: A “Love” Story
» Marketer says “cool” but policymaker says “creepy”
» Consumer trust is essential to our modern, social, digital lifestyles
Source: DMA Infographic. Download at http://blog.thedma.org/2013/07/02/infographic/ or ping smiller@the‐dma.org or @stephanieSAM
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thedma.org/ddmi
New Research on the truevalue of the
Data Driven Economy
Manage content curation with data-driven insights.
Ways to Be Customer Centric
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Effective Digital Experiences
»Enjoyable
»Easy
»Useful
Source: Forrester Research, Top 10 Ways to Improve Digital Experiences
=
Content
Automation
Experience
Content Credibility
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New Reality: Consumers can quickly “sweep” and filter email messages they don’t find interesting.
In fact, that process is automated.
Even permission-based messages are marked as “spam.”
Ways to be Customer Centric.
1. Adopt a Customer-First Attitude
2. Strengthen Relationships by Optimizing Lifestage
3. Be the Data Steward
4. Manage Content Curation with Data Driven Insights
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Making the Transformation1. Protect the Core
• Guard against business disruption
• Identify quick wins
• Lather, rinse & repeat
2. People, People, People• The CMTO
• Content Curator
• Data Scientist
3. Focus on Customer Best Interest• No data management or technology in the world will
protect you from bad decisions.
Thank you!
» Stephanie Miller» VP, Member Communications & Engagement & CLO
» DMA
» @stephanieSAM
» Read DMA Advance: blog.thedma.org
» Join DMA! thedma.org/membership
» Get the Research: thedma.org/ddmi
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Advancing & Protecting Responsible Data-Driven Marketing