Michael LummusDigital Marketing Strategy, Teradata Applications@lummusm | www.teradata.com/datadrivenmarketing

DESIGNING BETTER EXPERIENCES THROUGH ‘PAID’ AND ‘OWNED’ INTEGRATION

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INTEGRATED MARKETING CLOUD

Campaign ManagementMarketing OperationsDigital MessagingCustomer Data ManagementMarketing Analytics

33% OF THE FORTUNE 500 WORK WITH THE TERADATA MARKETING CLOUD

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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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• Digital Advertising can now be bought and sold programmaticallyimpression-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

What Has Changed - Why It Matters

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Advertisers Move Digital Ahead

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Marketers need a holistic approach to interaction management

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1. Message Control

2. Accelerated Relevancy

3. Discovery and Advanced Insights

4. Attribution and Spend Management

4 Reasons to Integrate Marketing and Advertising

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Better Experiences = Better Results

• 10X lift in click-through rates• 500%+ return on ad spend• Reduced media costs

AD CAMPAIGNS DRIVEN BY CUSTOMER DATA

 “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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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.

Getting Started with Digital Advertising Alignment

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Learn More:www.teradata.com/datadrivenmarketing

Download the White Paper:www.slideshare.net/teradata/the-impending-convergence-of-advertising-and-marketing-wp

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