Marketers’ push for a more omnichannel, audience-centric view inevitably requires them to rely on a host of technologies and data sources to best understand their customers. Integrating all that data and managing it, however, poses significant challenges. Topics in this webinar include: Why there’s an industry-wide shift toward an audience-centric view, and how marketers are responding; What main data types marketers are identifying and integrating, and the technology used to do so; What obstacles remain for proper data management, including collecting and organizing data, integrating technologies and managing an organizational rollout.

1. © 2017 eMarketer Inc.
Made possible by
Marketing Data Management: How to
Make a More Audience-Centric View Work
Lauren T. Fisher
Principal Analyst
July 13, 2017

2. © 2017 eMarketer Inc.
Agenda
 The current state of omnichannel, audience-centric
marketing
 What’s needed to build an audience-centric view, and
what roadblocks impede that view
 How companies can make it work
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Current State of Audience-
Centric Marketing

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Why ‘audience-centric,’ ‘omnichannel,’
‘multichannel,’ ‘customer journey,’ etc.?
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Transitioning to this view is necessary to begin
to prove the larger value of marketing
“[Marketers] want to start looking at
customers holistically and messaging them
across all mediums. They want to get out of their
own siloed budgeting channels like, ‘This is my
ecommerce budget,’ or, ‘This is my in-store
budget’ when it really should be, ‘How do I use
marketing dollars to move consumers
through the funnel to buy more goods?’”
—Jared Belsky, President, 360i
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To achieve
that single
audience
view, every
channel,
touchpoint
and consumer
data point
must
converge
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But today,
proper
integration
of that data
is more the
exception
than the rule
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The road to
audience
centricity is
long and
complicated
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Many are working toward this, but it’s
a long-term goal
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It requires significant investment in a variety
of resources
“Integrating data sets is about a marketing
organization’s decision to invest in a data link
of their own; a data infrastructure that pulls
together the requisite data from all pieces of
finance and marketing to different channels that
are being managed across TV, digital, etc. That
one piece of investment can take a couple of
years for an organization to achieve.”
—Michael Cohen, Head of Data and Analytics, Convertro
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Question:
To what extent has your
company achieved an
integrated/omnichannel
customer view?

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Poll Results:

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What’s Needed to Build an
Omnichannel View

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A successful data strategy considers three core
functions:
 Data access
 Data integration and
organization
 Data analysis
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Data Access

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Three questions to identify the right data needed
to move forward:
 What does a complete picture of a
user look like?
 What has that user been exposed
to?
 What did the user do?Vish Oza
Director, Product
Marketing
Convertro
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A solid
understanding
of identity is
also required
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The majority of
marketers use
cross-device ID
solutions, but
only a minority
do so with full
coverage
across all
channels
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Other important data sources can be grouped
into larger buckets
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The value of
amassing and
analyzing first-
party data has
risen, due to its
use for fueling
identity graphs
and powering
data matches
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But not all marketers are on equal footing when
it comes to accessing their first-party data
“If you’re a CPG moving through a
distribution channel like offline retail,
it’s tough to map to your CRM. Your
first-party data sets may be a small
fraction of your overall customer
base. You have to build out your
data platform to collect and
leverage third- and even
second-party data.”
—Ashwin Navin, CEO and Co-Founder,
Samba TV
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Data Integration and
Organization

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Inevitably,
all of this
requires the
use of
multiple
platforms,
vendors and
systems
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Some of the most critical include:
 CRM/customer database
 Data management platform (DMP)/warehouse
 Identity solution
 Data processing/onboarding
 Measurement/attribution
 Execution engines (e.g., marketing automation,
demand-side platform [DSP])
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In many
organizations,
tech issues
aren’t the
main
integration
obstacle—
people are
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To align technology, data and internal teams,
companies are creating ‘centers of excellence’
 Part of marketing analytics team or
larger data science team
 Centralized technology stack
 Data standardization
 Data governance
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For integration to work and analysis to be
accurate, marketers must vet each data type for:
 Source or data methodology: Deterministic vs.
probabilistic? Household vs. individual? Panel vs.
census?
 Sample size: How large is the initial data pool? How
large would it be if integrated with another set?
 Accuracy: Shelf life; collection methodology; filtration
practices (e.g., fraud, viewability, etc.)
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Especially for online-to-offline (O2O) integration,
match rate is a metric to clearly understand
“The most misused metric for an identity graph
when you try and compare one to another is
match rate. This confuses marketers to no end
when someone comes back and says their match
rate is 89%, but someone else’s is 30%. They
assume the guy with the 89% must be much
better, but if it’s quoted at the ZIP code level, of
course it’s going to have a higher match rate vs.
being quoted at the individual level.”
—Jeff Smith, CMO, LiveRamp (an Acxiom company)
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Data Analysis

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A solid data and tech integration strategy is a
must, but it alone won’t drive proper analysis
“With all the tools out there and the data
providers, that’s not the difficult part. The
difficult part is distilling that data into
insight and action that is actually
adequate to your business. That’s the
biggest problem.”
—Luis Spencer Freitas, Digital Marketing Director, Pernod
Ricard USA
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In many cases, ‘analysis paralysis’ isn’t caused
by a surplus of tools—rather, by internal politics
People
Technology
Data
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Moving away from channel-specific KPIs is
essential, but hardly an overnight switch
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Most companies aren’t properly organized to
support holistic measures of success
“We can’t have a digital marketer chasing a KPI
about website visits and a TV marketer chasing a
KPI about awareness and think those aren’t
competing objectives. Unless KPIs are aligned all
the way up to the CMO level and then all the
way down to the tactical level, you’ll have
failure, because people won’t be incentivized or
managed to do what they need to do.”
—Michael Cohen, Head of Data and Analytics, Convertro
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This can be
particularly
acute for
verticals like
retail, where
multiple
divisions drive
toward
multiple goals
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Goal
alignment
should
ultimately
match
objectives
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Aligning on objectives is the only way to win
“We rarely report on media KPIs
anymore. We report on media health metrics.
Things like impression and CTR are background.
The rest of the time, we’re reporting on things like
content engagement and how much we’ve
changed or shortened the sales cycle, or how
many senior-level decision-makers have
contacted the sales team.”
—Izzie Rivers, General Manager, DWA Media
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Still, full-scale
collaboration
between
select
departments
is just starting
to occur
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How Companies Are
Making It Work

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Staples unifies B2B and B2C customer data
Goal
Create a unified customer view
to better drive sales and offer
more targeted, personalized
experiences
Data integrated
Online/offline sales; traditional and
digital ad data; loyalty data; B2B
and B2C customer profiles; data
onboarding; customer service
“We use our customer database as a central repository. And it’s not
just for marketing. We’re looking to run the entire business off of this.
Finance could use it, merchandising could use it. … It becomes a
single source of truth for who is doing what.”
—Mark Pickett, Senior Director, Customer Analytics, Marketing Science and Martech,
Staples Business Advantage

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Experian Marketing Services helps cruise line
Goal
Understand how TV and web
exposure drive cruise sales
Data integrated
Addressable TV (MVPDs); offline
sales data (credit card
transactions); website analytics;
first-/third-party data
“We’ve seen huge acceleration in terms of people doing closed-loop
reporting, which is really tying both in-store and online data back
to at least a single channel or a single campaign. And then they can also
measure those results and tie it back to online and offline sales.”
—Brienna Pinnow, Director, Product Marketing and Targeting, Experian Marketing
Services

41. © 2017 eMarketer Inc.
Key Takeaways
Those furthest along in making the most of an
audience-centric strategy have:
1. Clear objectives for their marketing efforts
2. Aligned objectives across departments (finance, marketing,
sales, etc.)
3. Clear understanding of who their audience is and what they
need to know about them
4. Deliberate selection of the necessary tools, technologies and
vendors required to measure and meet those objectives
5. Solid data hygiene and management practices
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42. KNOW
ME.
Whenever, Wherever
MEET
MY NEEDS.
Better yet, anticipate
them
VALUE
ME.
My time, my business,
my advocacy…
Non-Negotiable
Consumer
Expectations

43. of consumers are
likely to switch brands
if a company doesn’t
anticipate their
needs.1
50%
Will take their
business to a
competitor within a
week of a bad
customer
experience.2
79%
If you’re not meeting
customer
expectations, you’re
losing business.
1. Forbes, April 2016
2. Accenture, March 2016

44. A SINGLE CAMPAIGN SETUP
Marketer’s Dilemma: Data Silos across Systems

45. Static data is manually
analyzed to inform
business decision
Data is aggregated +
segmented into batched
lists and formatted for
each channel (email,
SMS, Push, Web)
A single marketing
campaign is scheduled
for delivery
Campaign performance
metrics are processed +
appended to data
warehouse. Reports
pulled manually
A SINGLE CAMPAIGN SETUP
Gap between Insight and Action =
Lost Opportunities

46. FROM SLOW AND STATIC
• Historical, Static View of Customer
• Slow data in batch
• Manual, List Based Segmentation
• Scheduled Campaigns
TO DYNAMIC AND REAL-TIME
• Real-Time, Dynamic View of Customer
• Streaming data
• Real-Time, Automated Segmentation
• Behaviorally Triggered Engagement
It’s time to move forward

47. Real-Time Customer Engagement Platform:
Insight to Action in Milliseconds

48. SessionM is backed by world-class
investors and has become the
customer engagement platform of
choice for the world’s most
innovative brands.
Bill Clifford, CRO
bill@sessionm.com
917.856.5889
Visit us online for more
great content:
www.sessionm.com/resources/

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Lauren T. Fisher
Marketing Data Management:
How to Make a More Audience-
Centric View Work
 Integrating TV, Digital and In-Store Data: The Pursuit of a True
Omnichannel Customer View
 Marketing Technology 2017: Putting Customer Data at the
Center
 Cracking Cross-Device Attribution in 2016: Data Quality,
Blended Models and Merging Online-Offline Data
 Cross-Device Targeting: A More Holistic Customer View and a
More Compelling Audience Experience