How to Power Your Customer Experience with Data
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The document discusses enhancing customer experience through data management and marketing strategies. It emphasizes the importance of brand awareness and initial engagement, highlighting the roles of first, second, and third-party data in targeting marketing efforts effectively. A case study on Subaru illustrates the shift from generic advertising to personalized messaging based on customer behavior data.
How to Power Your Customer Experience with Data
- 1. POWER YOUR CUSTOMER EXPERIENCE WITH DATA Rafa Flores @TreasureData
- 2. • Senior Product Manager at Treasure Data • Manage data ingestion & data syndication components of our platform • Manage the user experience of such components • Work cross-functionally with Product Marketing to take our products to market • Formerly led all Product & Customer Success efforts • Fun Fact: I run 5k races with my 90 lb. Labrador Retriever About me
- 3. Customer Experience • Defined as a series of interactions between an individual and an organization throughout a business relationship • Referred to many as a “dating game” • Often mistaken for Customer Service or Customer Success • Involves all members of an organization, but it typically starts with Marketing
- 6. 2 Pillars of Marketing Brand Awarene ss Initial Engage ment Evaluatio n Need Assessm ent
- 7. First Pillar: Brand Awareness What business problem does your product and/or offering solve? When that problem exists at an organization, is your brand top of mind? If the answer is no, then you lack a strong brand… But wait, how can you fix the problem?! 1 2 3
- 8. Leveraging 2nd & 3rd Party Data Leveraging 2nd & 3rd Party Data
- 9. 2nd & 3rd Party Data as a Solution • 2nd Party data is in its simplest form “data sharing” across brands • Example: Ford USA sells to Toyota USA its records of customer purchases over the past month aggregated by age range • While 3rd Party data is typically data that has been aggregated by a third party source (typically a DMP) • Example: Snoopi DMP collects web traffic data across publishers of its web visitors and ultimately aggregates it by taste and behavior which it then sells to Nestle Ads
- 10. 2nd & 3rd Party Data as a Solution • 3rd Party data has become your foundation for “who” to target by generic buckets • Buyers ages 21-30 years old typically do not purchase a product upon running an initial search • 2nd Party data has become your sample to either accept or refute your 3rd Party data source • You are a Toyota online-only dealer targeting 21-30 years old buyers. You buy 3rd party data that suggests your web visitors do not purchase upon initial search (as suggested above). Your Honda online-only partner sells you their 1st party data aggregated by age ranges and quickly you realize 21-30 year olds typically purchase upon initial search
- 11. Second Pillar: Initial Engagement • This is your first impression • This can be an Ad on search display • This can be collateral published on your knowledge base site • This can be a tweet on your company Twitter account • This matters most when it is personalized
- 13. 1st Party Data as a Solution • 1st Party data is data YOU own • CRM • Website visitors • Product Usage • Et. • Ultimately, it gives you the “who” within your reach (no longer generic buckets!)
- 14. 1st Party Data as a Solution • Laura is the VP of Marketing at Salesforce.com • She visits treasuredata.com • Quickly navigates to the Resource Library page • She spends 30 minutes, then submits a demo request form • Laura is already a sales prospect in our CRM • A Treasure Data Account Executive contacts Laura but she never replies to the e-mail • What next?!
- 15. 1st Party Data as a Solution • Marketing is tasked with retargeting Laura • Thanks to leveraging 1st Party data, the Lead Generation Manager is aware that Laura enjoys learning about how to activate marketing campaigns via real-time user segmentation • Next time Laura navigates the web, she receives targeted Ads describing Treasure Data’s capability for real-time user segmentation • Next day, she purchases Treasure Data
- 16. 360 Degree View
- 17. Subaru relied on gut feeling to form their marketing and advertising campaigns. But in order to optimize their marketing ROI, they needed to accurately understand the customer buying journey and distribute messaging based on behavior based data. They realized that having 3rd party data alone failed to accurately capture where each customer was in the buying journey. Subaru Case Study
- 18. Subaru Case Study Male / Age 25-35 Male / Age 25-35 Before: Disconnected Data, Wasted Budget After: Right Message at Right Time
- 19. “We started thinking about people, not devices. Buyers who just started to consider and those who are almost decided are quite different in character, and putting the same advertisement for both is not effective.” -Subaru Team Thank You
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