#martalk

[marsupiums]

i am now 18 years old. i still dont know how to access my carrd so i can change it

[evilmagician430]

still riding the high of my greatest hits, emo houseki no kuni and emo houseki no kuni part 2

[meg4mis]

oikawa is definetly one of those people who listens to you tell him stories, and would be mesmerized at your features. he would call you beautiful in the middle of you talking heh

[corruptapostasy]

I was goofing around with the new transparency feature on my drawing app. Figured I might try making a new icon, but couldn't decide what design! Tell me which ones you like best.

[rudra0143]

How Burger King's Data-Driven Marketing Drives Strategic Growth: Q&A

How Burger King’s Data-Driven Marketing Drives Strategic Growth: Q&A

[ad_1]

“ This (data-driven marketing) is one of our focus areas. We are working hard to integrate our data from all multiple sources: ticket information, credit card, media, app, geolocation, among others.”

  Innovation is central to the marketing strategy of Burger King. That’s why, in this exclusive edition of MarTalk Stack Alexandre Antonello, head of marketing, Latin America, Burger King ta…

[martechadvisor-blog]

Discussing the Future of Data Strategy with: Lars Albright, CEO at SessionM

MarTalk Connect is our Interview Series with marketing technology companies that are making a difference. Join us as we talk to them about their product journeys, insight on the categories they serve and some bonus protips!

Data Science is creating great possibilities in sales and marketing. Data was formerly considered the byproduct of engagement. Now, it’s primarily viewed as the ingredients. Lars shares insight on how data gets transformed into (customer) experiences, what mindset changes need to be made to achieve the (latest) holy grail of marketing- a unified customer view, and the role-reversal of loyalty programs today. Read on to learn a thing or two from Lars, and also Starbucks, Netflix, and Spotify!

How have you seen data-driven marketing evolve over the last several years?

Marketers have always used whatever data they had to the best of their abilities. Ten years ago, that might have included Focus Group Insights and National Change of Address data points. NCOA ‘triggered’ the engagement back then, and the focus group reaction to different ideas shaped what the experience should be and how it was optimally delivered.

Today, there are many ‘triggers’—someone is engaging with your website, opening an app, putting something in a cart, dialing-in to your Customer Service line, redeeming an award, entering a geofence—and you’re ingesting them all in near real time.

On the reaction side, there’s an expanding list of responses you can make as well. You can send a message, deliver content, upgrade status, or even trigger a response in-person—think of a high-roller entering your hotel or restaurant, where you send the manager out front to greet them. Additionally, you can now deliver single-use offers to each and every customer you wish to—but only those you wish to at the price you wish to. This gives you total control over the financial impact vs. mass discounting. It’s an extension of yesterday’s ‘CRM’, but creating individual offers wasn’t feasible until the technology made it so.

What are the typical obstacles /practical issues for marketers trying to deliver a consistent and seamless CX today and what are the avoidable mistakes you see them making?

The biggest obstacle we see is that a lot of the data referenced above was created over time. In other words, as email opens became a thing to monitor and measure, it was dutifully collected in a silo. Then when social engagement became a key data point, it was collected. Same with mobile. Now it’s IoT. It’s great that all this data is being collected—and usually, it’s being analyzed and acted upon eventually—but it’s typically being housed in individual silos that were commissioned and provisioned by different entities within the company at different points of time.

The challenge that creates is a ‘Left hand-Right hand’ dilemma. The same customer is generally creating data across each of these silos. The result is you get all these disparate profiles for the same customer. In-store Customer X, web Customer X, mobile Customer X, irate customer-service-calling Customer X, and so on.

**Without a specific data-management solution in place, not only do you not get the benefit of all the data you’ve collected, it might actually work against you.** Maybe the customer purchased something via app and calls customer service with a question or complaint the next day. That poor CSR might not have any visibility into that transaction (or even knowledge of it) because the screen he or she is looking at is not tied-in to the mobile e-commerce system.

To address this, you need a unified profile that streams events in real time, as they occur, and is accessible to every system in the company that touches the customer.

The ‘Unified Customer View’ is the holy grail of data-driven marketing today. Let’s assume solutions like yours will address the technical aspects of this goal. What are the other mindset shifts CMOs need to make, so data-driven marketing can succeed?

There are a couple of things. First, while marketing may own the operation of customer data management, the ‘product’ must be pushed throughout the entire organization. If there’s even a chance a customer may contact you, you need the most up-to-date information available, so you can deliver the best experience to that customer—regardless of what department you’re in. Second, the mindset must switch from collecting data to ‘store and archive’, to ‘collecting to use’—as in right now.

Data was formerly considered the byproduct of engagement. Now, it’s primarily viewed as the ingredients. The data gets transformed through a combination of machine learning/artificial intelligence and marketing creativity into the experience itself.

It leads to the experience and is also the result of it. Finally, **instead of using data to support your strategy, work with your data to create your strategy.**

We run a popular CDP Explainer Series on MarTech Advisor. Our readers would love to know the 3 most important success factors for the successful deployment of a CDP?

Communication—make sure everyone knows what a CDP is, who it’s for, and why it’s central to delivering the kinds of customer experiences that make customers loyal.

Collaboration—while most CDPs are operated by marketers, the benefits cross departments. Collaborate to ensure you’re developing a process that benefits all and hinders none unduly.

Results—pick a few targets to go after and measure your progress. Increasing frequency or basket-size are common. Decreasing churn or acquisition spend equally fit the bill. Net Promoter Score (NPS) or similar customer satisfaction metrics are also worth exploring. Know the numbers you’re trying to impact, and then watch as you do.

MarTech has seen a lot of innovation in the recent past, but there have also been a lot of ‘shiny new objects’. Do you think as solutions like CDPs gain traction, and data laws get stricter, there will be a rush of ‘stack rationalization’ efforts by CMOs that want to streamline the way their data flows? What are your thumb rules for building an appropriate martech stack as the space evolves? 

Beware of ‘rip and replace’ knee-jerk reactions. A high-functioning CDP makes your stack work better. It doesn’t render it obsolete.

That said, where you can pick up efficiencies, do. Third-party data will inevitably be challenged by GDPR and what comes after. **A business’ ability to successfully and judiciously deal with its first-party data could tip the scales of success**.

What new skills do CMOs need themselves/ in their team, to thrive in the present-day data-driven environment?

Start with the customer. What does she want? How can your company deliver it more elegantly than the other companies she’s weighing?

Forget the tools and shiny things. What are you solving for? Figure that out, and then choosing the right tool(s) should be relatively simple.

Next, make sure you have people who are very good with numbers, trends and extracting insights from your data. Collecting it is for naught if you can’t take the next step and act on it.

How have you seen customer loyalty evolve over the last decade or so? What is the future of - and a connection between - data strategy, engagement and loyalty as we go into 2020?

There has been a complete role reversal. Loyalty programs were a means of documenting customer ‘loyalty’ to brands in exchange for benefits—usually something free, or a discount. ‘Here’s my punch card. Where’s my free sandwich?” In some ways, it actually created an adversarial relationship with the customer rather than nurturing a mutually-beneficial one. **Now, largely ushered in by the CDP, brands are using “loyalty programs” to demonstrate loyalty to customers.** ‘Tell me a bit about you, and I’ll use it to deliver the kinds of experiences that will make you want to visit me more than the other guy.’ That’s the new definition of loyalty we see.

As more and more data is collected and passed through smarter and more sophisticated ML/AI-infused platforms, experiences will get better and better. Businesses will worry less about buying a market, and more about delighting it.

What are your favorite examples of brands leveraging data-driven marketing for awesome CX?

Starbucks does an amazing job of using data to create totally personalized journeys, driving each customer individually to the store, then taking all the friction out of the experience once they get there. Netflix leverages both historical data and predictive analytics to recommend content on an elegant one-to-one basis. Finally, Spotify does an amazing job of making Spotify my Spotify, for me. The recommendations, UX and offers all come directly out of my declared, observed, and calculated data.

  About Lars Albright

Lars has helped build SessionM into a market leader for customer data management and engagement, working with the world's largest and most innovative brands to help them build stronger relationships through smarter engagement. Prior to co-founding SessionM, Lars has worked at iAd, Apple’s mobile advertising business unit; Quattro Wireless, a leading mobile advertising platform acquired by Apple and m-Qube, North America's dominant mobile aggregator that was acquired by VeriSign in 2006. Lars received an MBA from the Tuck School of Business at Dartmouth and his AB with honors from Harvard University.

This article was first appeared on MarTech Advisor

[itviconsultants]

Talking about the Big Data-Market Research Connect: With Mary Lou Barney, Vice President of Strategic Accounts at ... - MarTech Advisor

Talking about the Big Data-Market Research Connect: With Mary Lou Barney, Vice President of Strategic Accounts at ... MarTech Advisor MarTalk Connect is our Interview Series with marketing technology companies that are making a difference. Join us as we talk to them about their product journeys, insight on the categories they serve and some bonus protips! As a practicing marketing ... http://dlvr.it/QP47RJ #bigdata #hadoop #analytics

[yenicikti]

Talking about the Big Data-Market Research Connect: With Mary Lou Barney, Vice President of Strategic Accounts at Fuel Cycle

MarTalk Connect is our Interview Series with marketing technology companies that are making a difference. Join us as we talk to them about their product journeys, insight on the categories they serve and some bonus protips!

[function-marketing]

Talking about the Big Data-Market Research Connect: With Mary Lou Barney, Vice President of Strategic Accounts at Fuel Cycle

MarTalk Connect is our Interview Series with marketing technology companies that are making a difference. Join us as we talk to them about their product journeys, insight on the categories they serve and some bonus protips!

[marfacely]

so, i know i have all sorts of work cut out for me but...i really wanna make a tarot deck...but responsibility... 

[marsupiums]

i remembered that tumblr exists a few days ago please read kagurabachi so we can yell together

[marsupiums]

gamers i fucked up i can’t remember my carrd account info

[marsupiums]

what are different ways to refer to a group of people? i forgot and i called my colorguard “gamers” and now ive got band kids repeating it back to me

[marsupiums]

maybe i should embrace the wild amount of bots that have followed me while i’ve been inactive

[marsupiums]

[marsupiums]

quick question is running up that hill by kate bush trending because it was featured in something or is it because of pride month