The Digital Marketing Ecosystem

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The Digital Marketing Ecosystem

Teradata Integrated Marketing Cloud - SolutionsTERADATA INTEGRATED MARKETING CLOUDMARKETING RESOURCEMANAGEMENTMARKETING PLANSSPEND MANAGEMENTWORKFLOW &COLLABORATIONASSET MANAGEMENTOFFER MANAGEMENTMARKETINGANALYTICS 2014 TeradataOMNI-CHANNELMARKETINGINBOUND &OUTBOUNDCOMMUNICATIONSREAL-TIME DECISIONINGDIGITAL DELIVERYDIGITALMARKETINGEMAIL MARKETINGSOCIAL MARKETINGMOBILE MARKETINGOPTIMIZATIONLANDING PAGESACTIONABLEANALYTICSSEGMENTATIONBUSINESS INTELLIGENCEBIG DATA ANALYTICSPREDICTIVE ANALYTICS

Today’s Marketing ChallengesMake interactiondecisions using all thedata available 2015 TeradataCoordinate paid andowned marketingchannelsUnderstand andoptimize marketingperformance

Forrester Assessment“No single technology vendor has - or will have in theforeseeable future - an online marketing suite thatprovides for all the needs of today’s interactivemarketers.”Forrester Research: The Evolved Online Marketing Suite 2015 Teradata

MARKETING TECHNOLOGY LUMAscape“So how do I manage allthis complexity?” 2015 Teradata

MARKETING TECHNOLOGY LUMAscape1876 companies 1 2015 Teradata1: Chief Martec 2015 Marketing Technology Landscape

Econsultancy/Teradata Research:Key criteria for new technologyFull integration with other technologies49%45%Privacy/data security29%Rapid development of new features for future needs26%Easy to use by marketers without IT involvement21%Feature set meets our needs todayCustomer service reputation of vendorBased in ‘cloud’ (access, flexibility, etc.)19%14%Source: Enterprise Priorities in Digital Marketing, Econsultancy/Teradata 2014 2015 Teradata

Digital Advertising and Marketing icsData Management 2015 Teradata

Digital Advertising and Marketing icsData ManagementEmail MarketingMobile MessagingGamification 2015 TeradataReal-TimeInteractionsOwned

Coming Soon: Digital Marketing Center – mobile marketingMessagingTargetingPersonalizationBest Time To SendAutomationDeep LinkingLocation,Device,In-app BehaviorLast ActivationCustom FieldsOther ToolsTechnologyIn-app InboxCustomer FeedbackNotification PreferenceCenter 2014 TeradataServer-to-Server APIAndroid & iOS SDKAbility to ScaleAnalyticsDaily / Hourly ActivationsLocationPer App / Segment /Message

Campaign NameMessage NameFirst Name, you have a15% coupon waiting justfor you!App Name 2014 TeradataShopGirlFirst Name, you have a 15%coupon waiting just for you!

Digital Advertising and Marketing tomerCustomerKnownCustomerDecisioningAnalyticsData ManagementDecisioningAnalyticsData ManagementEmail MarketingMobile MessagingGamification 2015 TeradataReal-TimeInteractionsOwned

Digital Advertising and Marketing sData ManagementDecisioningAnalyticsData ManagementPersonalizationEmail MarketingMobile MessagingGamification 2015 TeradataReal-TimeInteractionsOwned

Econsultancy/Teradata Research:Allocation of the digital marketing budget33%31%16%11%PaidOwnedTechnologyEarnedSource: Enterprise Priorities in Digital Marketing, Econsultancy/Teradata 2014 2015 Teradata9%Measurement& Analytics

Digital Advertising and Marketing FrameworkAUDIENCESINDIVIDUALSDemand Side PlatformsPaidOwnedBid ustomerDecisioningAnalyticsData ManagementDecisioningAnalyticsData ManagementPersonalizationEmail MarketingMobile MessagingGamification 2015 TeradataReal-TimeInteractionsOwned

Digital Advertising and Marketing FrameworkAUDIENCESINDIVIDUALSDemand Side PlatformsPaidOwnedBid ManagementDemand Side ustomerKnownCustomerDecisioningAnalyticsData ManagementDecisioningAnalyticsData ManagementPersonalizationEmail MarketingMobile MessagingGamification 2015 TeradataReal-TimeInteractionsOwned

Demand Side Platform (DSP)What is it?Software for buying digital advertising campaigns in display, mobile, social,video channels in real-timeHow does it relate to Teradata?Marketers can use segments created in Teradata solutions in their demand sideplatform in 3 ways:1. Target individual customers in advertising2. Suppress individual customers in advertising3. Find prospects that look like customers through “lookalike modeling”What should I know?Integration with DSP’s is available for CIM through Teradata’s partnership withLiveRamp. 2014 Teradata

2014 Teradata

Pre-email adsEmailSuppressRespondersAll addressable at the individual level 2014 Teradata

ngessegmentPERSONAL ID:Inactive Online 2014 TeradataANONYMOUS AD ID:Active Online

Same customers whoreceived the email 2014 Teradata

2014 Teradata

Digital Advertising and Marketing FrameworkAUDIENCESINDIVIDUALSDemand Side PlatformsPaidOwnedBid ManagementDemand Side ustomerKnownCustomerDecisioningAnalyticsData ManagementDecisioningAnalyticsData ManagementPersonalizationEmail MarketingMobile MessagingGamification 2015 TeradataReal-TimeInteractionsOwned

Digital Advertising and Marketing FrameworkAUDIENCESINDIVIDUALSDemand Side PlatformsPaidBid ManagementDemand Side PlatformsOnboardingPaidContentCurationEarnedSocial omerKnownCustomerDecisioningAnalyticsData ManagementDecisioningAnalyticsData ManagementPersonalizationEmail MarketingMobile MessagingGamification 2015 nedEarned

NEW: Digital Marketing Center – social marketingPublishingEngagementMeasurement 2015 Teradata

Digital Advertising and Marketing FrameworkAUDIENCESINDIVIDUALSDemand Side PlatformsPaidBid ManagementDemand Side PlatformsOnboardingPaidContentCurationEarnedSocial omerKnownCustomerDecisioningAnalyticsData ManagementDecisioningAnalyticsData ManagementPersonalizationEmail MarketingMobile MessagingGamification 2015 nedEarned

Roles in the EcosystemAUDIENCESDemand Side PlatformsOnboardingDemand Side PlatformsBid ManagementPaidINDIVIDUALSIDENTITY MANAGEMENTContentCurationID ManagementEarnedSocial ecisioningAnalyticsData KnownCustomerProbabilisticDecisioningAnalyticsData ManagementEmail MarketingMobile MessagingGamification 2015 nsOwnedEarned

Consumer Identity ManagementDigital AdvertisingDataWeb Data(Tagging)Mobile DataSocial DataOther Digital DataDMP Cookie Syncs Probabilistic Cross-Device DeterministicANONYMOUSKNOWNMaster Data Management (Deterministic)TransactionData 2015 TeradataCustomerDataDemo DataEmail DataAddress Data

Data Management PlatformWhat is it?Solution for collection, aggregation, management and syndication of digitalmarketing dataHow does it relate to Teradata?Marketers can use segments created in Teradata solutions in the same ways asdemand side platforms.Marketers are starting to bring data from DMP’s into data warehouses and bigdata environments.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. 2014 Teradata

Channel ManagementInteraction ManagementCustomer DigitalData DataManagement Management 2014 Teradata

2014 TeradataCustomerDatabaseCampaign ManagementDigitalMarketingDigitalMarketing

CustomerDatabaseDemand Side PlatformData ManagementPlatform 2014 TeradataCampaign ManagementDigitalMarketingDigitalMarketing

Consumer Identity ManagementDigital AdvertisingDataWeb Data(Tagging)Mobile DataSocial DataOther Digital DataDMP Cookie Syncs Probabilistic Cross-Device DeterministicANONYMOUSIdentification EventsOnboardingKNOWNMaster Data Management (Deterministic)TransactionData 2015 TeradataCustomerDataDemo DataEmail DataAddress Data

Consumer Identity ManagementDigital AdvertisingDataWeb Data(Tagging)Mobile DataSocial DataOther Digital DataDMP Cookie Syncs Probabilistic Cross-Device DeterministicANONYMOUSIdentification EventsOnboardingKNOWNMaster Data Management (Deterministic)TransactionData 2015 TeradataCustomerDataDemo DataEmail DataAddress DataWeb Data(Tagging)Social Data Mobile Data

What does it all mean?1. Marketers and technologists need to consider how varioustechnologies support their overall customer engagement strategy.2. Teradata provides solutions, as well as partnerships and integrations tofully support our clients in an increasingly complex environment.3. Marketers and technologists should work together to understand andplan for where current and future technologies fit in the ecosystem –what problems they solve and how they connect to othertechnologies.

2015 Teradata

marketing plans spend management real workflow & collaboration asset management offer management marketing resource management inbound & outbound email marketing communications social marketing-time decisioning digital delivery optimization actionable analytics omni-channel marketing mobile marketing land

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