How Data Helps Marketers Win in Key Customer Moments
Today, we kicked off Digital Shift, a three-day event co-produced by AdWeek and Treasure Data. Over the next two days, we’ll continue to explore ways your brand can grow and thrive by future-proofing your tech stack, taking advantage of first-party data opportunities, and delivering seamless personalized experiences that convert and improve customer lifetime value. Our lineup includes top marketers and expert analysts, and you’re invited to join us as our guest. So grab your complimentary virtual seat, and catch up with our Day 1 recap below.
Day 1: The Evolving Role of Customer Data
Can your business engage every customer when it really matters? We’re living in the Age of Moments, and marketers need to rethink how they use data to connect with customers and help customers engage with their brands, Forrester’s VP and principal analyst for Data and Marketing technology Joe Stanhope told a packed Digital Shift audience.
“Marketers win in customer moments,” says Stanhope, and using data to predict, interpret, create, and understand those moments is critical. “To do that, you need data,” he said in his session.
“Not only is data the foundation of customer profiles, but it connects customer journeys and powers personalization and reach,” Stanhope told AdWeek’s audience of hundreds of marketers, C-suite execs, and data scientists. Businesses that understand how to use martech to achieve these aims have not only survived the pandemic, but are already pulling ahead of less advanced data users.
For example, car companies such as Stellantis are already putting measures in place to seize the “moments that matter,” and personalize experiences around these moments to create the best possible experiences for each individual. With a customer data platform (CDP) as its foundation, Stellantis is using data to define, understand, and deliver those moments.
The CDP ingests data from many different sources, builds detailed profiles of each customer called “single customer views” (SCVs), and uses that data to understand customer behavior and shape those important moments when customers are most likely to embrace a particular brand that solves their problems.
Says Karen Donovan, senior manager of the Stellantis N.V. customer data platform program, “To be a truly customer-centric organization, we knew we needed to bring together what we know about our customers to drive the experience we want to bring them—from acquisition through repurchase, from the OEM to the dealer and other partners in the value chain. For us, the objective is to bring data together and turn that data into intelligence that enables these experiences.”
For Stellantis, an auto company with brands that range from Chrysler to Jeep to Maserati and Alfa Romeo, unifying data across platforms and organizations is huge. How does that work? As Donovan explains, “We’ve used the CDP for media campaigns, to foster lead generation, nurturing and conversion, to foster utilization of a Stellantis dealer for vehicle maintenance needs and to provide customers with the information they need when it comes time to purchase their next vehicle. To do this, we’ve evolved our suite of predictive and prescriptive models to use the more complete view of the customer that we have now because of the CDP. For instance, we’ve improved our accuracy in predicting whether a customer is in-market to buy, what they are most likely to purchase, and what services they need performed on their vehicle.”
The company racked up an early “home run,” she says, as well as a couple of “base hits.” One of the first questions the company wanted to answer was which buyers were truly ready to buy, and which were just looking? And was the company spending too much on advertising in certain channels and venues, and not enough in others?
The company’s CDP was able to provide insights into both questions, resulting in better targeting, more efficient advertising, and higher conversion rates, Donovan said. Next year, she says, the company will examine every single touchpoint to optimize its customer engagement.
The Digital Shift conference lasts two more days, and no-fee registrations are still being accepted.
The Digital Shift: Looking Ahead at Days 2 & 3
Oct. 20, Day 2: The Future of CX: When the Brand Is (Literally) Everything
- Opening Remarks
12 p.m. ET
- Data to Design
12:05 to 12:25 p.m. ET, featuring Jennifer Pelino, EVP Omnichannel, Media Center of Excellence, IRI Worldwide
- Customer Centricity 2.0: From Building a Culture to Delivering Real Value
12:30 to 12:50 p.m. ET, featuring Molly Battlin, SVP Marketing, Delta Airlines; Jamison Antoine, VP Global Customer Experience, Warner Music Group; Phil Sager, Partner, Bain; and moderated by David Kaplan, Performance Marketing and Brand Marketing Editor at Adweek
- Customer Centricity Goes Beyond Marketing
12:55 to 1:15 p.m. ET, featuring Beth Mach, Chief Consumer Officer, Truecar and Steve Letourneau, VP, CX Strategy, Treasure Data
- Earn the Right to Customer-Driven Growth
1:20 to 1:40 p.m. ET, featuring Jeanne Bliss, Founder and Chief Executive Officer, Customer Bliss and Stephanie Paterik, Editor in Chief, Adweek
- Closing Remarks
1:45 to 1:50 p.m. ET
Oct. 21, Day 3: Getting Real about Enterprise Growth
- Opening Remarks
12 p.m. ET
- The Growth Triple Play: Creativity, Analytics, and Purpose
12:05 to 12:25 p.m. ET, featuring Biljana Cvetanovski, Partner, McKinsey & Company and David Griner, International Editor, Adweek
- Disruption: The Catalyst for New Opportunities and Growth
12:30 to 12:50 p.m. ET, featuring Peggy Fang Roe, Global Officer, CX, Marriott; Inri Mouchette, Head of Innovation, Campbell Soup; Ricardo Ortegon, Global VP of MarTech, AB InBev; and moderated by Matt Steinmetz, Vice President, Event Partnerships, Adweek
- The Role of Data in Real-time Marketing & Enterprise Growth
12:55 to 1:15 p.m. ET, featuring Kazuki Ohta, CEO, Treasure Data and Daniel Newman, Lead Analyst, Futurum Research
- RE: Think Innovation
1:20 to 1:40 p.m. ET, featuring Carla Johnson, Global Keynote Speaker and Best-selling Author
- Closing Remarks
1:45 to 1:55 p.m. ET, featuring Kazuki Ohta, CEO, Treasure Data and Matt Steinmetz, Vice President, Event Partnerships, Adweek
Sound interesting? It’s not too late to join us, and registration is free. Grab your virtual seat now.