11/12/2013

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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

» smiller@the-dma.org

» @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