Transcript here - Internet Marketing Association

DESIGNING BETTER EXPERIENCES THROUGH
‘PAID’ AND ‘OWNED’ INTEGRATION
Michael Lummus
Digital Marketing Strategy, Teradata Applications
@lummusm | www.teradata.com/datadrivenmarketing
INTEGRATED MARKETING CLOUD
Campaign Management
Marketing Operations
Digital Messaging
Customer Data Management
Marketing Analytics
33% OF THE FORTUNE 500
WORK WITH THE TERADATA
MARKETING CLOUD
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Copyright © 2013-2014 by Teradata. All rights reserved.
Customer Experience: Frustration and Silos
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Customer Experience
Design needs to
encompass personal and
non-personal data, both
in owned and paid
channels.
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Copyright © 2013-2014 by Teradata. All rights reserved.
What Has Changed - Why It Matters
• Digital Advertising can now be bought and sold programmatically
impression-by-impression in real-time
> Enables individual-level consumer targeting
> Generates volumes of behavioral data – browsing, ad impressions,
clicks, etc.
> Drives better results through big data and analytics
> Automates the process –moving spend from manual agency media
buying to software and associated services
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Advertisers Move Digital Ahead
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Marketers need a
holistic approach
to interaction
management
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Copyright © 2013-2014 by Teradata. All rights reserved.
4 Reasons to Integrate Marketing and Advertising
1. Message Control
2. Accelerated Relevancy
3. Discovery and Advanced Insights
4. Attribution and Spend Management
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Copyright © 2013-2014 by Teradata. All rights reserved.
Better Experiences = Better Results
AD CAMPAIGNS DRIVEN BY CUSTOMER DATA
•
•
•
10X lift in click-through rates
500%+ return on ad spend
Reduced media costs
“Enterprise brands and their media partners are now looking for something
fundamentally different: real, tangible, heightened value from their
consumer relationships.
That value, proponents say, can only come through the enrichment of
audience engagement: the ongoing dialogue between consumer and
marketer that spans paid and owned media.”
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Copyright © 2013-2014 by Teradata. All rights reserved.
Getting Started with Digital Advertising Alignment
1. Start with the Tactics – Get Onboarded
2. Own the Technology. Own the Data.
3. Do Attribution Once. Make it Independent. Make it Actionable.
4. Design Campaigns with All Channels in Mind.
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Copyright © 2013-2014 by Teradata. All rights reserved.
Learn More:
www.teradata.com/datadrivenmarketing
Download the White Paper:
www.slideshare.net/teradata/theimpending-convergence-of-advertising-andmarketing-wp
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Copyright © 2013-2014 by Teradata. All rights reserved.
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Copyright © 2013-2014 by Teradata. All rights reserved.