The Digital Marketing Ecosystem

© 2014 Teradata

Teradata Integrated Marketing Cloud - Solutions

TERADATA INTEGRATED MARKETING CLOUD

MARKETING PLANS

SPEND MANAGEMENT

WORKFLOW &

COLLABORATION

ASSET MANAGEMENT

OFFER MANAGEMENT

MARKETING RESOURCE MANAGEMENT

INBOUND & OUTBOUND

COMMUNICATIONS

REAL-TIME DECISIONING

DIGITAL DELIVERY

OPTIMIZATION

ACTIONABLE

ANALYTICS

OMNI-CHANNEL MARKETING

EMAIL MARKETING

SOCIAL MARKETING

MOBILE MARKETING

LANDING PAGES

SEGMENTATION

DIGITAL MARKETING

MARKETING ANALYTICS

BUSINESS INTELLIGENCE BIG DATA ANALYTICS PREDICTIVE ANALYTICS

Today’s Marketing Challenges

© 2015 Teradata

Make interaction decisions using all the

data available

Coordinate paid and owned marketing

channels

Understand and optimize marketing

performance

© 2015 Teradata

Forrester Assessment

“No single technology vendor has - or will have in the

foreseeable future - an online marketing suite that

provides for all the needs of today’s interactive

marketers.”

Forrester Research: The Evolved Online Marketing Suite

© 2015 Teradata

“So how do I manage all

this complexity?”

MARKETING TECHNOLOGY LUMAscape

© 2015 Teradata

1876 companies 1

MARKETING TECHNOLOGY LUMAscape

1: Chief Martec 2015 Marketing Technology Landscape

© 2015 Teradata

49%

45%

29%

26%

21%

19%

14%

Full integration with other technologies

Privacy/data security

Rapid development of new features for future needs

Easy to use by marketers without IT involvement

Feature set meets our needs today

Customer service reputation of vendor

Based in ‘cloud’ (access, flexibility, etc.)

Source: Enterprise Priorities in Digital Marketing, Econsultancy/Teradata 2014

Key criteria for new technology

Econsultancy/Teradata Research:

INDIVIDUALS

Decisioning

Analytics

Data Management

Digital Advertising and Marketing Framework

© 2015 Teradata

Known Customer

INDIVIDUALS

Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Owned

Decisioning

Analytics

Data Management


© 2015 Teradata

Known Customer

Coming Soon: Digital Marketing Center – mobile marketing

© 2014 Teradata

Messaging Personalization

Best Time To Send

Automation

Deep Linking

Targeting Location,

Device,

In-app Behavior

Last Activation

Custom Fields

Analytics Daily / Hourly Activations

Location

Per App / Segment /

Message

Other Tools In-app Inbox

Customer Feedback

Notification Preference

Center

Technology Server-to-Server API

Android & iOS SDK

Ability to Scale

© 2014 Teradata

First_Name, you have a 15% coupon waiting just

for you!

First_Name, you have a 15%

coupon waiting just for you!

ShopGirl

App Name

Message Name

Campaign Name

AUDIENCES INDIVIDUALS

Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Owned

Anonymous Customer

Anonymous Customer

Decisioning

Analytics

Data Management

Decisioning

Analytics

Data Management


© 2015 Teradata

Known Customer

Personalization


Owned

Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Owned

Anonymous Customer

Anonymous Customer

Decisioning

Analytics

Data Management

Decisioning

Analytics

Data Management


© 2015 Teradata

Known Customer

© 2015 Teradata


33% 31%

16%

11% 9%

Paid Owned Technology Earned Measurement

& Analytics


Allocation of the digital marketing budget

Econsultancy/Teradata Research:

Personalization Owned


Paid

Demand Side Platforms

Bid Management

Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Owned

Anonymous Customer

Anonymous Customer

Decisioning

Analytics

Data Management

Decisioning

Analytics

Data Management


© 2015 Teradata

Known Customer



Paid

Onboarding


Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Paid

Owned

Anonymous Customer

Anonymous Customer

Decisioning

Analytics

Data Management

Decisioning

Analytics

Data Management


© 2015 Teradata

Known Customer


Bid Management

© 2014 Teradata

What should I know?

Integration with DSP’s is available for CIM through Teradata’s partnership with

LiveRamp.

How does it relate to Teradata?

Marketers can use segments created in Teradata solutions in their demand side

platform in 3 ways:

1. Target individual customers in advertising

2. Suppress individual customers in advertising

3. Find prospects that look like customers through “lookalike modeling”

Demand Side Platform (DSP)

What is it?

Software for buying digital advertising campaigns in display, mobile, social,

video channels in real-time

© 2014 Teradata

Pre-email ads Email Suppress

Responders

All addressable at the individual level

© 2014 Teradata

Exchanges

ANONYMOUS AD ID:

Active Online

PERSONAL ID:

Inactive Online

Examples:

DMPs

DSPs

segment

segment

segment

segment

segment

© 2014 Teradata

Same customers who received the email



Paid

Onboarding


Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Paid

Owned

Anonymous Customer

Anonymous Customer

Decisioning

Analytics

Data Management

Decisioning

Analytics

Data Management


© 2015 Teradata

Known Customer


Bid Management

Personalization

Social Media

Management


Paid

Earned

Owned

Onboarding


Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Community

Management

Content

Curation

Paid

Earned

Owned

Anonymous Customer

Anonymous Customer

Decisioning

Analytics

Data Management

Decisioning

Analytics

Data Management


© 2015 Teradata

Known Customer


Bid Management

Personalization

IDENTITY MANAGEMENT

Paid

Earned Community

Management

Content

Curation

Paid

Earned

Anonymous Customer

Anonymous Customer

Roles in the Ecosystem

© 2015 Teradata


Owned Owned

Decisioning

Analytics

Data Management

Known Customer

Deterministic

Tagging

Probabilistic


Bid Management

ID Management

Social Media

Management

Onboarding


Real-Time

Interactions

Email Marketing

Mobile Messaging

Gamification

Decisioning

Analytics

Data Management

© 2015 Teradata

DMP | Cookie Syncs | Probabilistic Cross-Device | Deterministic

Master Data Management (Deterministic)

ANONYMOUS

KNOWN

Digital Advertising

Data Web Data

(Tagging) Mobile Data Social Data Other Digital Data

Transaction

Data

Customer

Data Demo Data Email Data Address Data

Consumer Identity Management

© 2014 Teradata

What should I know?

Integration with DMP’s is available with CIM using the LiveRamp partnership.

DMP’s are typically purchased initially to improve digital advertising.

Non-digital customer data imported into DMP’s becomes anonymous.

How does it relate to Teradata?

Marketers can use segments created in Teradata solutions in the same ways as

demand side platforms.

Marketers are starting to bring data from DMP’s into data warehouses and big

data environments.

Data Management Platform

What is it?

Solution for collection, aggregation, management and syndication of digital

marketing data

© 2014 Teradata

Cu

sto

me

r

Da

tab

ase

Ca

mp

aig

n M

an

ag

em

en

t

Dig

ita

l

Ma

rke

tin

g

Digital Marketing

© 2014 Teradata

Cu

sto

me

r

Da

tab

ase

Ca

mp

aig

n M

an

ag

em

en

t

Dig

ita

l

Ma

rke

tin

g

Digital Marketing

De

ma

nd

Sid

e P

latfo

rm

Da

ta M

an

ag

em

en

t

Pla

tform

© 2015 Teradata



Onboarding

Identification Events ANONYMOUS

KNOWN

Digital Advertising

Data Web Data


Transaction

Data

Customer



© 2015 Teradata


Onboarding

Identification Events ANONYMOUS

KNOWN

Digital Advertising

Data Web Data


Transaction

Data

Customer



Mobile Data


Web Data

(Tagging) Social Data

What does it all mean?

1. Marketers and technologists need to consider how various technologies support their overall customer engagement strategy.

2. Teradata provides solutions, as well as partnerships and integrations to fully support our clients in an increasingly complex environment.

3. Marketers and technologists should work together to understand and plan for where current and future technologies fit in the ecosystem – what problems they solve and how they connect to other technologies.

The Digital Marketing Ecosystem

Documents

Transcript of The Digital Marketing Ecosystem