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TOP MARKETINGEXPERTSShare Tips on AchievingIndividualized Marketing:INTEGRATED INSIGHTSWe power marketing.TM
FOREWORDToday’s digital-first consumer communicates, watches, learns, listens, browses, andbuys online—every day, right at their fingertips. In fact, a 2014 Nielsen study found theaverage American owns four digital devices and spends 60 hours per week consuminginformation, alternating among them. They very much define their own experiencesbefore many brands even have a chance to introduce themselves. Marketers are racingto compete by addressing channels as they pop up—often losing sight of the customer,and failing to weave together a cohesive brand experience.Conversely, the expectations of marketers to manage spend and resources, prove ROI,and execute a meaningful, omni-channel customer experience is increasingly amplified.By integrating the wealth of insights on the known customer with the digital datathat anonymous audiences are leaving behind, marketers can understand consumersas individuals. Empowered with those insights, they’re better able to adapt to theindividual’s changing needs in real time. This agility enables marketers to consistentlydeliver an effective customer experience across all channels of choice.Welcome to the age of Individualized Marketing.Regards,David PanekVice President, Marketing, Teradata Marketing ApplicationsAcross his 24 years of experience, Dave has held leadership roles in marketing, product management, andconsulting at both startups and companies including Aprimo, Unica/IBM, Oracle, SPSS, and Epiphany (nowInfor). His domain expertise includes real-time marketing, marketing operations, campaign management, anddigital marketing. David holds an MBA from Loyola University Chicago.Sponsored by:Teradata is a proven industry leader ofintegrated marketing applications, fueledby a high-performing team of enterprisemarketing experts. We can help youmake the best business decisions possibleby providing advanced applications,consulting services, implementation andpost-implementation support, and reliableperformance analytics for your datadriven marketing program. With Teradata,you get an exceptional software solutionas well as a trusted team of professionalsto advise and support you along the way.Improve marketing agility and connectwith customers as individuals across everychannel with the Teradata MarketingApplications.We power marketing. Twitter I LinkedIn I Facebook2
INTRODUCTIONBusinesses in all industries are learning to use individualized customer data intheir engagement strategies. However, accomplishing true individualization hasbeen challenging for many companies because of a lack of resources; shortfalls indata quality, analysis, and understanding; and an inability to execute meaningfulcommunications with consistency and relevancy. To better understand what isworking, and with the generous support of Teradata, we posed the followingquestion to over 45 experts who are heading up Individualized Marketing strategies:What advice would you offer a fellow marketingexecutive to help ease the transition to IndividualizedMarketing?Although their approaches are as varied as their businesses and markets, theseexperts shared many insights. For example, you’ll learn the importance ofintegrating individualized data across the enterprise for use in all engagementchannels. It is the integration of that data that enables true one-on-one customerengagement, and makes Individualized Marketing especially powerful.Of course, there is a lot more to it than that, and I’m confident you will find manyvaluable insights in this e-book—insights that will strengthen and enrich your ownIndividualized Marketing strategy.Mighty Guides make you stronger.These authoritative and diverse guidesprovide a full view of a topic. They helpyou explore, compare, and contrast avariety of viewpoints so that you candetermine what will work best foryou. Reading a Mighty Guide is kind oflike having your own team of experts.Each heartfelt and sincere piece ofadvice in this guide sits right next to thecontributor’s name, biography, and linksso that you can learn more about theirwork. This background informationgives you the proper context for eachexpert’s independent perspective.Credible advice from top experts helpsyou make strong decisions. Strongdecisions make you mighty.All the best,David RogelbergPublisher 2016 Mighty Guides, Inc. I 62 Nassau Drive I Great Neck, NY 11021 I 516-360-2622 I www.mightyguides.comSponsored by:3
Integrated Insights:Understand customers as individualsAnnie GheriniStumbleUpon.5Alexandra TylerCiti.14Seiya VogtBitly.8Mattias MacDowellCisco Systems.17Scott McAllisterTime, Inc.11Leo SeiGoogle.20Sponsored by:4
INDIVIDUALIZED MARKETING REQUIRES A FOCUS ON THE HUMAN CONNECTIONDownload the full e-book: Achieving Individualized MarketingANNIEGHERINIHead of Marketing,StumbleUponAnnie Gherini leads the marketingteam at StumbleUpon, Inc. forboth consumer and business-tobusiness products. Prior to joiningthe StumbleUpon team, Anneworked with large entertainmentbrands, such as Sony PlayStationand Paramount Pictures, and ledthe marketing for several early stagemobile and social start-ups. Herfocus has been on coupling datadriven performance campaignswith strategic and engaging brandinitiatives. Anne is a thought leaderin understanding how to marketand connect to the millennialgeneration.In making the transition to Individualized Marketing, one ofthe most important lessons Annie Gherini has learned is thatyou can’t focus purely on data. She notes that her company isfortunate to have some of the best data scientists on staff andthat their expertise is extremely valuable. She feels, however,that marketers need to remember the human connectionwhile keeping the numbers in mind.Gherini explains, “Oftentimes, marketers make decisions basedpurely on data. We have to step back and remember thatthese are not just “users”— there are actual people behindall these numbers.” She advises that marketers need to thinkthrough the experience users are having, not simply what thenumbers mean and what the data proves.The marketing space is transitioning from a strict focus oneyeballs and impressions toward a stronger emphasis onengagement and experiences, according to Gherini.KEYLESSONS12Although data isextremely valuable ininforming strategiesfor IndividualizedMarketing, it isalso important toremember the humanconnection.Marketers haveresponded byadjusting theirmessages to be aninvitation to engagewith the brand ratherthan a hard sell.We have to step back and remember that theseare not just “users”— there are actual peoplebehind all these numbers.TwitterSponsored by:5
INDIVIDUALIZED MARKETING REQUIRES A FOCUS ON THE HUMAN CONNECTION“Now we’re seeing more peoplespending on these engagingbranded experiences that notonly get the eyeballs but also givesomething to the customer,” saysGherini. Rather than going withthe hard sell, they’re providingGherini has seen this developmentsomething of value.take shape at StumbleUpon. “InWhereas before marketers mightuser acquisition, the big changewe saw was that, as you buy super have tried to push a marketingmessage on the user, now theyprogrammatic ads, what you endoffer an invitation to engage withup buying is the ability to modelthe brand. Marketers want toexactly how many users you’recreate an experience that helpsgoing to obtain from those fewbanner ads.” When presented with customers remember the brandthat data, she says, you need to get and have a positive feeling aboutit. This proven approach helpsgranular. You need to figure outnot only what the users are going create an engaging experiencewith all different types of users,to do today but also how they’rewho are then more likely to begoing to last as a lifetime value,loyal to the brand in the future.and then compare that to theircurrent cost of acquisition.As a result, research is beginningto center on understanding whothese different types of people are,and then taking steps to ensurethat each and every experience ispositive and engaging for them.Sponsored by:Now we’re seeingmore people spendingon these engagingbranded experiencesthat not only get theeyeballs but also givesomething to thecustomer.6
INDIVIDUALIZED MARKETING REQUIRES A FOCUS ON THE HUMAN CONNECTIONBy figuring out exactlywho these users areand customizing theexperience for eachand every user, wefound an increase inengagement.Gherini thinks the biggestbenefit she’s gained fromIndividualized Marketingis increased consumerengagement.more work to run these typesof programs, but the benefitsremain and position you well forthe future.Consideration of the humanelement may mean an“By figuring out exactly whothese users are and customizing adjustment in strategy andrequire a greater investmentthe experience for each andevery user, we found an increase of time and effort, but Gheriniin engagement,” she says. “This believes that it’s a key stepwhen making the transition tois incredibly important. At theIndividualized Marketing. Byend of the day, if you acquirebetter understanding customerssuperficial users, they don’tand what they want, you canstick. They don’t share. They’recreate experiences that are bothnot viral. Their value is muchmore limited than users who are positive and memorable, leadingcore fans and brand advocates.” to increased engagement andlasting brand loyalty.Gherini notes that it takesSponsored by:7
INTEGRATE PERSONAL INFORMATION WITH INDIVIDUALIZED BEHAVIORDownload the full e-book: Achieving Individualized MarketingSEIYAVOGTDirector of DemandGeneration,BitlySeiya Vogt is currently thedirector of demand generationat Bitly where he oversees theentire marketing funnel. Aninternationally minded marketer,Vogt has experience workingin the startup scenes of Tokyo,San Francisco, and his nativeNew York. Through working atcompanies like Gengo, GeneralAssembly, and now Bitly,Vogt has become an expertin acquisition, analytics, andinbound marketing.Individualized Marketing is an essential strategy for Bitly, a linkmanagement platform for branding, analytics, and omnichannelmarketing. “We have to be very individualized becauseincoming customers need to understand the outcome they’regoing to get from their investment,” says Seiya Vogt, Bitly’sdirector of demand generation.Customer narratives vary with the kinds of products they areinterested in and the different kinds of business applications.Bitly uses an automated approach that analyzes leads andlead behavior, and based on that analysis, responds withindividualized content and outreach.To make this work, Vogt relies on three factors: A deep understanding of the marketing funnel. “When youthink about the steps people are taking to sign up for yourservices, it’s very different depending on which product you’remarketing,” says Vogt.KEYLESSONS12The free tier isessential becauseit generates manymore opportunitiesto engage and collectindividual data points.It’s helpful to use anautomated approachthat analyzes leadsand lead behavior,and based on thatanalysis, respond withindividualized contentand outreach.We have to be very individualized because incomingcustomers need to understand the outcome they’regoing to get from their investment.Twitter I WebsiteSponsored by:8
INTEGRATE PERSONAL INFORMATION WITH INDIVIDUALIZED BEHAVIORIn Bitly’s case, there are severalways someone can become alead in the system. They mightdownload a certain piece ofcontent or sign up for a freeaccount. “We might get 10,000leads in a week, but as theymove into the funnel, you cantailor the conversations in amuch more individualized way,”Vogt says.shapes the kind of informationshown to that person earlyin the engagement. Thisapproach is also important forunderstanding the significanceof the behavioral data Bitlycaptures while that person ison the site. “You can track thatall the way down to someonebecoming a customer andhave a good idea of what thelifetime value of that customerwill be,” says Vogt. Opt-in personal information.Bitly crafts persona types Individualized site behaviorbased on the types of peopledata. As soon as a site visitorwho become leads in thebecomes a lead, either throughsystem. This approach enablesdownloading a piece ofthem to lead score early in thecontent or creating an account,engagement process, basedeverything they did just prioron factors that relate to theto becoming a lead, andverticals their businesses areeverything they do thereafter,in, their interests, whether theyare a decision maker, and other is logged and analyzed.qualities. This informationSponsored by:You can track thatall the way down tosomeone becoming acustomer and have agood idea of what thelifetime value of thatcustomer will be.9
INTEGRATE PERSONAL INFORMATION WITH INDIVIDUALIZED BEHAVIORIt takes a mix ofdemographic andbehavioral data tounderstand leads wellenough to engagemeaningfully withthem as individuals.This method enables Bitly to seewhether the site visitor is justinterested in a free e-book or ifthey are interested in particularproducts, how often they arevisiting, and how they are usingBitly’s services. “There’s onemajor action a person takes tobecome a lead in the system,but it’s what they do after thatthat enables you to understandthem on an individual basis,”Vogt says.Vogt believes having thefree tier is essential becauseit generates many moreopportunities to engage andcollect individual data points. IfSponsored by:someone downloads an e-bookfor the first time, you will seethat person became a lead bydownloading an e-book on aparticular topic. You can thenpresent an array of relatedinformation, and based on howthey respond, you can framea discussion based on whatthey’ve already shown intereststhem. In Bitly’s case, leadscome with highly divergent andunrelated interests. “It takesa mix of demographic andbehavioral data to understandleads well enough to engagemeaningfully with them asindividuals,” says Vogt.10
WHEN TRANSITIONING TO INDIVIDUALIZED MARKETING, TAKE IT ONE STEP AT A TIMEDownload the full e-book: Achieving Individualized MarketingWhen making the transition to Individualized Marketing,advises Scott McAllister, it’s important to set a high-levelstrategy that you balance with a focus on actionable steps.SCOTTMCALLISTERSenior Vice President ofDigital Marketing andBusiness Development,Time, Inc.Scott McAllister is a digital marketingleader with more than 15 years ofexperience in the space. He has apassion for redefining marketingand how customers experiencebrands through the digital domain.His experience spans industries—computers and electronics, financialservices, retail and media—and hasdepth in the big five areas of digital—marketing and media, experiencebuilding, data and analytics, mobile,and social.KEYLESSONS1“If you start at a very high level and go at it holistically withoutactually thinking about how you can make a pathway into anIndividualized Marketing orientation, it’s possible to bite offmore than you can chew,” he advises.Along with defining your long-term vision, it’s helpful toidentify the stepping stones that will ultimately get you whereyou want to go.McAllister believes that one path to successful IndividualizedMarketing lies in identifying individual consumers’ passionpoints and speaking to them in a way that captures theirinterests.2When transitioningto IndividualizedMarketing, businessesmust understand andacknowledge thatthere is a significantlearning curve.Understanding yourcustomers’ passionsand interests is crucialto driving engagementwith individualizedcampaigns.We achieved massive uplift relative towhat we had seen historically on astandard offer for Entertainment Weekly.bTwitter I Website I BlogSponsored by:11
WHEN TRANSITIONING TO INDIVIDUALIZED MARKETING, TAKE IT ONE STEP AT A TIMEWith the Time, Inc., mediaproduct, which is consumed indigital format as well as in a printmagazine, McAllister’s team canobserve individual customers’behavior and reading habits. Indoing so, they discovered thatmany Entertainment Weeklyreaders are deeply passionateabout the hit TV show Gameof Thrones. Around the timethat season five was about topremiere, they ran a marketingcampaign on their websitefocused on heavy consumersof content related to Game ofThrones. The campaign includedimagery from the show andpromotional offers for Gameof Thrones t-shirts. As a result,he says, “We achieved massiveuplift relative to what we hadseen historically on a standardoffer for Entertainment Weekly.”Although big data is crucial tosuccess with such initiatives,McAllister advises that, in manycases, success lies in marketerinstincts paired with data. “Thebest opportunities are going tocome from having a marketerthat really understands theiraudience well. They might beable to perceive this data at alevel that gets into some of thedeeper insights.” This methodis how the Game of Thronescampaign was conceived,originating with insight frommarketers who understood theiraudience and searched for thedata that could help them totake advantage of the signalsthey had spotted.Sponsored by:The best opportunitiesare going to come fromhaving a marketer thatreally understands theiraudience well.12
WHEN TRANSITIONING TO INDIVIDUALIZED MARKETING, TAKE IT ONE STEP AT A TIMEFind a CRM you feelcomfortable withthat has successfullyparticipated in yourindustry and has a teamthat supports you.McAllister also advises marketersto find strong partners to help themmake the most of their marketingtechnology investment. “There areseveral big packages out there thatcan be leveraged,” he says. “Find acustomer relationship management[CRM solution] you feel comfortablewith that has successfullyparticipated in your industry and hasa team that supports you. These arenot small transitions. You’re talkingabout months and years here. Thisis not just a few weeks of a singleproject, so finding the right partnerto work with is critical.”Hiring is also an important factorto keep top of mind. McAllisterfeels that, to make an impact withIndividualized Marketing, it’s wise tofind marketers that are comfortablewith Individualized Marketing aswell as brand building. They shouldknow how to segment customerbases, understand customers’ needsets, and present the right marketingSponsored by:strategy that will elicit greaterengagement with the marketingmessage. “I think that’s really critical,”he says. “If you have a Ferrari but youdon’t know how to drive the Ferrari,you’re not going to get very far. Forexample, if you’re buying the rightmarketing CRM package but don’thave the right talent to run it, youreally aren’t going to be successful.”Organizations just beginning theprocess toward IndividualizedMarketing will serve themselveswell by taking a realistic, bite-sizedapproach that acknowledges thescale of the learning curve involved.By hiring talented professionalsthat understand customer passionsand can ask the right questions ofthe data, while selecting the righttechnology partners that can helpthem make the most of their techinvestments, businesses can setthemselves up well to achieve greatresults, McAllister believes.13
LEARN FROM THE SURPRISESDownload the full e-book: Achieving Individualized MarketingAlexandra Tyler is the head of Digital Marketing Global Test& Learn Acceleration, Consumer Marketing at Citi. She’sspent her career moving toward Individualized Marketing.KEYLESSONS1“Here at Citi,” she says, “we strive to walk in the shoes of ourcustomers every day.”ALEXANDRATYLERSenior VP, Head of DigitalMarketing Global Test & LearnAcceleration, Consumer Marketing,CitiAlexandra Tyler joined Citi in 2015as senior vice p
David holds an MBA from Loyola University Chicago. Twitter I LinkedIn I Facebook . INTRODUCTION Businesses in all industries are learning to use individualized customer data in their engagement strategies. However, accomplishing true individualization has been challenging for many co
