Download - The Digital Marketing Ecosystem
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
Digital Advertising and Marketing Framework
© 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
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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
Digital Advertising and Marketing Framework
© 2015 Teradata
Known Customer
Personalization
AUDIENCES INDIVIDUALS
Owned
Real-Time
Interactions
Email Marketing
Mobile Messaging
Gamification
Owned
Anonymous Customer
Anonymous Customer
Decisioning
Analytics
Data Management
Decisioning
Analytics
Data Management
Digital Advertising and Marketing Framework
© 2015 Teradata
Known Customer
© 2015 Teradata
Source: Enterprise Priorities in Digital Marketing, Econsultancy/Teradata 2014
33% 31%
16%
11% 9%
Paid Owned Technology Earned Measurement
& Analytics
Source: Enterprise Priorities in Digital Marketing, Econsultancy/Teradata 2014
Allocation of the digital marketing budget
Econsultancy/Teradata Research:
Personalization Owned
AUDIENCES INDIVIDUALS
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
Digital Advertising and Marketing Framework
© 2015 Teradata
Known Customer
Personalization Owned
AUDIENCES INDIVIDUALS
Paid
Onboarding
Demand Side Platforms
Real-Time
Interactions
Email Marketing
Mobile Messaging
Gamification
Paid
Owned
Anonymous Customer
Anonymous Customer
Decisioning
Analytics
Data Management
Decisioning
Analytics
Data Management
Digital Advertising and Marketing Framework
© 2015 Teradata
Known Customer
Demand Side Platforms
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
© 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
© 2014 Teradata
Personalization Owned
AUDIENCES INDIVIDUALS
Paid
Onboarding
Demand Side Platforms
Real-Time
Interactions
Email Marketing
Mobile Messaging
Gamification
Paid
Owned
Anonymous Customer
Anonymous Customer
Decisioning
Analytics
Data Management
Decisioning
Analytics
Data Management
Digital Advertising and Marketing Framework
© 2015 Teradata
Known Customer
Demand Side Platforms
Bid Management
Personalization
Social Media
Management
AUDIENCES INDIVIDUALS
Paid
Earned
Owned
Onboarding
Demand Side Platforms
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
Digital Advertising and Marketing Framework
© 2015 Teradata
Known Customer
Demand Side Platforms
Bid Management
© 2015 Teradata
NEW: Digital Marketing Center – social marketing
Publishing
Engagement
Measurement
Personalization
Social Media
Management
AUDIENCES INDIVIDUALS
Paid
Earned
Owned
Onboarding
Demand Side Platforms
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
Digital Advertising and Marketing Framework
© 2015 Teradata
Known Customer
Demand Side Platforms
Bid Management
Personalization
IDENTITY MANAGEMENT
Paid
Earned Community
Management
Content
Curation
Paid
Earned
Anonymous Customer
Anonymous Customer
Roles in the Ecosystem
© 2015 Teradata
AUDIENCES INDIVIDUALS
Owned Owned
Decisioning
Analytics
Data Management
Known Customer
Deterministic
Tagging
Probabilistic
Demand Side Platforms
Bid Management
ID Management
Social Media
Management
Onboarding
Demand Side Platforms
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
Interaction Management
Channel Management
Digital
Data
Management
Customer
Data
Management
© 2014 Teradata
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Digital Marketing
© 2014 Teradata
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© 2015 Teradata
DMP | Cookie Syncs | Probabilistic Cross-Device | Deterministic
Master Data Management (Deterministic)
Onboarding
Identification Events 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
© 2015 Teradata
DMP | Cookie Syncs | Probabilistic Cross-Device | Deterministic
Onboarding
Identification Events 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
Mobile Data
Master Data Management (Deterministic)
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.
© 2015 Teradata