DATA DRIVEN AND CUSTOMER CENTRIC - Forbes

1 DATA DRIVEN AND CUSTOMER CENTRIC :IN ASSOCIATION WITH:MARKETERS TURNING INSIGHTS INTO IMPACTCONTENTSF oreword ..3 Current State: Where brands stand on data and where they re heading ..4 Impact: Data as a catalyst for the modern-day marketing organization ..5 Strategies: Transforming chaos into clarity ..8 Future: Where do we go from here? ..13 Recommendations ..15 Methodology ..16 Acknowledgments ..16 Brands need to learn how to initiate meaningful conversations with consumers tailored com-munication that caters to unique interests and behaviors. With an increasing number of brands realizing the relevance of data- DRIVEN marketing, new tools and skills are becoming a necessity to deliver brand consistency and results.

2 But questions remain: Now that marketers are supported by data, how are they getting better at building CUSTOMER loyalty and driving sales? Do data- DRIVEN marketers have an advantage over traditional ones? Has access to more insights and information created more opportunities or complexities? Are brands equipped with the right tools to address these new challenges?This survey and report will answer these questions and explore how marketers are both leveraging data for CUSTOMER - CENTRIC marketing activities and addressing the impact of this new paradigm on business processes and marketing strategy.

3 PAUL ALFIERISVP, Marketing, TurnFOREWORDAs organizations and their customers move beyond traditional channels of engagement, new challenges are d e live rs real -tim e insight s that transform the way leading advertising agencies and enterprises make marketing decisions. Our integrated cloud platform enables data management, cross-channel advertising, and advanced analytics from a single login, along with point- and-click access to more than 150 integrated technology partners. turn is headquar-tered in Silicon Valley and provides its products and services worldwide.

4 For more information, visit or follow | DATA DRIVEN AND CUSTOMER CENTRIC : MARKETERS TURNING INSIGHTS INTO IMPACTThe good news is that modern marketers are embracing data- CENTRIC tools to make the most of this information. In fact, a whopping 64% of survey respondents strong-ly agree that data- DRIVEN marketing is crucial to success in a hyper-competitive global economy (Figure 1). Yet a siloed marketing mentality can stand in the way of success. Data stemming from disparate providers, disconnected systems, varying internal teams, incon-gruous accountabilities they can all prevent marketers from reaching the right consumers, at the right time, with a relevant and consistent message.

5 Fortunately, a growing number of marketing leaders are rethinking the way they interact with their customers and build data- DRIVEN marketing campaigns. Retail giant Ta rg et is o n e su ch co m p a ny. Data is impacting almost everything that we do in mar-keting today, says Kristi Argyilan, senior vice president of media and guest engagement at Target. Because we re very clear on how guest- CENTRIC we want to be as an organization, we spend a lot of time really under-standing who our guests are, who our best guests are and where the next best guest opportunities lie. Driving this greater appreciation for data- DRIVEN mar-keting is the value many brands are beginning to glean from their initiatives.

6 Nearly half 47% of respondents strongly agree that there are a number of tangible benefits being realized as a result of data- DRIVEN marketing. And 53% say there is an enterprise-wide vision for data analytics within their organization. That s a significant departure from the past, when data- DRIVEN campaigns were largely spearheaded by a single marketing executive and a supportive data scientist. Rather, a growing number of departments, from the C-suite to human resources, are recognizing data s ability to grow a CUSTOMER STATE: WHERE BRANDS STA N D O N DATA AND WHERE THEY RE HEADINGM arketers have been collecting and analyzing data to better identify their audiences for some time.

7 The growing number of devices used by consumers, and the popularity of social media channels, have only added to the treasure troves of consumer transac-tion data being gathered and parsed for actionable insights. 1 Strongly Disagree2345- Strongly AgreeData- DRIVEN marketing is crucial to success within a hyper-competitive global economy3%1%5%27%64%There are a number of tangible benefits being realized as a result of data- DRIVEN marketing2%2%9%41%47%Senior leaders within my organization support, and advocate for, data initiatives1%1%12%34%51%There is an enterprise-wide vision for data analytics within our organization2%2%10%32%53%There is an urgency within my organization to conduct data- DRIVEN marketing campaigns2%2%10%44%41%Data from marketing campaigns is actively shared across my organization2%2%12%45%39%Programmatic ad buying is a key component of our marketing strategy2%2%13%37%46%Figure 1.

8 On a scale of 1 to 5 with 1 being strongly disagree and 5 being strongly agree, please rate the following:COPYRIGHT 2015 Forbes INSIGHTS | 3 The tools brands are using to engage target audienc-es are also reaching new levels of sophistication, en-abling marketers to gain more intelligence in order to make customers a top priority. Brand intelligence so-lutions, CUSTOMER relationship management systems, consumer intelligence technologies, data manage-ment platforms they are all enabling organizations to better manage their volumes of data and better understand customers through their behaviors.

9 As a result, brands are better able to reach customers at a precise point in the CUSTOMER journey with timely and relevant messaging. As data- CENTRIC tools become more sophisticated and brands become more appreciative of data s value, a number of key changes are taking place. For years, the initial promise of data- DRIVEN marketing was to drive higher levels of CUSTOMER engagement and achieve market growth. While those objectives are still impor-tant, marketers are looking to take these capabilities to new heights by becoming more audience- CENTRIC with personalized and real-time Brands is a perfect example.

10 The quick-ser-vice restaurant franchisor has embraced innovative technology and data to better connect with custom-ers when it matters most. With our DD Card, Dunkin Mobile App and DD Perks program, we are able to gain better insights into when our guests are visit-ing and which products they are purchasing, says Scott Hudler, vice president of global consumer en-gagement at Dunkin Brands. We have built a system where we can deliver targeted one-to-one offers to our DD Perks loyalty program members in an effort to drive increased spending and visitation.