Date post: | 23-Jan-2018 |
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Technology |
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© 2016 Tealium Inc. All rights reserved. | 5
Three Types of Data
First-Party Second-Party Third-Party
What you know
from your
customers
Shared data
about your
customers
Generated on
other platforms
and websites
© 2016 Tealium Inc. All rights reserved. | 6
Why it’s important
In many ways, our ideal customers are harder to reach
online today
54% of users don’t click on banner ads due to distrustSOURCE: BannerSnack
Ad avoidance continues to increase, up 41% in 2015, to 198MSOURCE: PaidFair
© 2016 Tealium Inc. All rights reserved. | 7
Why it’s important
And the traditional ways in which we reach them are
becoming limited
Bot-driven advertising fraud will cost brands $7.2B in 2016SOURCE: Association of National Advertisers and White Ops
Viewability rates are flat, click thru rates flatSOURCE: comScore; DoubleClick
© 2016 Tealium Inc. All rights reserved. | 11
Let’s Start with Third-Party DataAnd let’s meet me!
I’m Adam (hi!)
© 2016 Tealium Inc. All rights reserved. | 12
Let’s Start with Third-Party DataAnd let’s meet me!
I’m Adam (hi!)
I have 362 data points collected about
me across Lotame, Bluekai, V12 and
other data providers
I need to tell you something about me…
© 2016 Tealium Inc. All rights reserved. | 13
Let’s Start with Third-Party DataAnd let’s meet me!
I am a women 27% of the time
I have 2-3 kids
I live in Tennessee
My family of 5 earns $2,000 over the
federal poverty level
I like Yoplait yogurt, boating and board
games
© 2016 Tealium Inc. All rights reserved. | 14
Let’s Start with Third-Party DataAnd let’s meet me!
I am a women 27% of the time
I have 2-3 kids
I live in Tennessee
My family of 5 earns $2,000 over the
federal poverty level
I like Yoplait yogurt, boating and board
games
© 2016 Tealium Inc. All rights reserved. | 15
Let’s Start with Third-Party DataAnd let’s meet me!
I am a women 27% of the time
I probably browse sites browsed by women
I have 2-3 kids
I have a nephew?
I live in Tennessee
I’ve been to Nashville?
My family of 5 earns $2,000 over the federal poverty level
Maybe a shared computer once?
I like Yoplait yogurt, boating and board games
Ya lost me…
© 2016 Tealium Inc. All rights reserved. | 16
Let’s Talk About First-Party
This is what you know about your customer…
actually know
Most of us* take this for granted
But let’s stop calling it that!
© 2016 Tealium Inc. All rights reserved. | 17
What’s the customer
trying to say?
Typical Scenario:
• Target visitors who start to purchase but
abandon
© 2016 Tealium Inc. All rights reserved. | 18
With a Data Layer
in place…
Signal:
• “Sort by price”
Intent/Context:
• To purchase, but might be price sensitive
Action:
• Promote travel packages, offer discount
code or credit card offer
© 2016 Tealium Inc. All rights reserved. | 19
With a Data Layer
in place…
Signal:
• “Refundable”
Intent/Context:
• Might need to change trip
Action:
• Promote travel insurance, ticket change
offer or other upsells
© 2016 Tealium Inc. All rights reserved. | 20
This is the only thing that’s
unique to your business.
© 2016 Tealium Inc. All rights reserved. | 21
And if we do this right, we can
build a lasting, valuable profile
© 2016 Tealium Inc. All rights reserved. | 24
In our personal relationships…
There’s always someone:
– Hotter
– Younger
– Funnier
© 2016 Tealium Inc. All rights reserved. | 26
The same happens with your business
There’s always another
competitor that’s:
– Cheaper
– Has better messaging
– Has a better design
– Got your same product
– Stole your ideas
© 2016 Tealium Inc. All rights reserved. | 27
Customer Relationship data is
your most valuable asset
© 2016 Tealium Inc. All rights reserved. | 29
Two thoughts on working with your vendors
“The question of what you want to own
is actually the question of how you want
to live your life.”
Marie Kondo, The Life-Changing Magic of Tidying
Up: The Japanese Art of Decluttering and Organizing
© 2016 Tealium Inc. All rights reserved. | 30
#1 Reward Openness
Consumers are changing their behaviors and preferences at a rapid pace
Marketers (and their vendors) need to be agile
Vendors need to embrace importing data from other solutions
Vendors need to work together, around you and your customers
© 2016 Tealium Inc. All rights reserved. | 31
#2 De-Risk Your Implementation
Tag management reduces the amount of time to implement a technology
- But we still buy the same way
Test the vendors that work for you
- If the same vendors worked for every company, there would be only one
marketing cloud
Two ways this works:
- Concurrent A/B split test vendors (such as retargeting technologies)
- Crawl/Walk/Run implementations to test functionality and lift
© 2016 Tealium Inc. All rights reserved. | 32
Summary
Respect the relationships you have with your customers…
… by honoring the data you have
This about Andrew Jones’ “What If” idea to design your customer data
Supplement where needed, but start with What If
Turn your vendor relationships into partnerships