Data-Driven Marketing Survey

DATA-DRIVEN:
Teradata
Data-Driven Marketing
Survey 2013, Global
Leveraging data to create a sustainable
competitive advantage

WELCOMEfrom Lisa Arthur, CMO, Teradata Applications
An effective and sustainable data-driven marketing strategy is
essential to an organization’s success in today’s high-tech world.
With consumers in control of the brand experience, it’s critical
for marketers to think about how best to create meaningful,
lasting customer relationships built on relevant data insights.
Teradata defines data-driven marketing as the process of
collecting and connecting large amounts of online data with
traditional offline data, rapidly analyzing and gaining cross-
channel insights about customers, and then bringing that
insight to market via a highly-personalized marketing campaign
tailored to the customer at his/her point of need. Provide any
experience less than this and I believe you are leaving too much
revenue on the table; something that I don’t think any business
can afford in this economic climate.
So how are marketers leveraging data today? That’s what we
went out and asked.
In this global research study of more than 2,200 marketers, we
sought to understand marketers’ challenges, interests, needs,
and motivations around the intersection of data and marketing.
Join us as we dig deeper into marketing and the opportunities
that abound with a data-driven marketing strategy.
Sincerely,
Lisa Arthur
CMO, Teradata Applications

CONTENTS
Challenges of Data-Driven Marketing 5
Untangling the Data Hairball 5
Process is the “New Black”: Operationalizing
Insights to Create a Sustainable Competitive
Advantage
6
Marketers Disrupting Marketing 7
Marketers and Data: A Healthy Relationship? 7
Inviting the Quants to the Marketing Table 8
Align to Drive Business Outcomes 9
Data and the Consumer Experience 11
Rich Experiences Drive Revenue 11
Prove Marketing ROI With Data-Driven
Marketing
12
Prove ROI or Improve ROI? 12
Making the Necessary Connections 13
Looking Ahead 15

TO CREATE A
SUSTAINABLE
COMPETITIVE
ADVANTAGE, THE KIND
THAT DRIVES REVENUE
OPPORTUNITIES, IT’S
IMPERATIVE THAT
MARKETERS PUT
PROCESSES IN PLACE
SO INSIGHTS CAN
BE BROUGHT TO
MARKET AS QUICKLY
AS POSSIBLE. THAT’S
WHY MARKETERS ARE
CALLING PROCESS
“THE NEW BLACK.”

CHALLENGES OF
DATA-DRIVENMARKETING
PAGE 5
transactional (e.g., offline purchase
behavior), or e-commerce data. This
pattern means there is a gradual
integration of the traditional data
that companies have collected to
combine with more recent forms of
interaction data – the kind of data
that comes from relatively new
and continually-evolving consumer
behaviors (e.g., social media
interactions).
The big picture result? Marketers
desire an integrated view of
their customer and that requires
integration of online and offline data
sources. Within the next two years,
71% of marketers plan to implement
a big data analytics solution to help
untangle the mass of consumer data
available to them. Only 57% plan to
use real time decisioning systems to
act on the data in next two years.
Untangling the Data Hairball
A key component of any successful
data-driven marketing strategy is
the ability to collect and analyze
massive amounts of complicated,
unstructured data – entangled
with the more traditional data like
purchase history or demographic
details.
Most marketers rely on and use
common, simple, and easily
accessible forms of data to drive
their marketing initiatives. Three-
quarters or more of those marketers
surveyed by Teradata use customer
service data, customer satisfaction
data, digital interaction data (e.g.,
search, display ads, email, web
browsing), and demographic data.
Just more than 50% use data such
as customer engagement (e.g.
product usage or preference data),
Fig 1. Types of data companies currently use
81%
78%
75%
Customer
service
Customer
satisfaction
Digital marketing
interaction
74%
Usage /
preference
data
67%
Demographic
Transactional
58%
Social media
interaction
58% E-commerce
50%

Process is the “New Black”:
Operationalizing Insights to Create a
Sustainable Competitive Advantage
Historically, many marketers want
to implement processes as much
as they welcome a budget cut. But
to create a sustainable competitive
advantage, the kind that drives
revenue opportunities, it’s imperative
that marketers put processes in place
so insights can be brought to market
as quickly as possible. That’s why
marketers should be calling process
“the new black”.
Due to the data proliferation in today’s
corporate environment, almost all
large companies use some form of
data-driven marketing. However,
only 33% of marketers believe they
have a data-driven marketing culture
embedded into their standard
marketing processes – an imperative
for overall enterprise
streamlining, consistency, and success.
This is alarming because there
remains a large culture gap around
clearly communicating actionable
insights across the department/
company in a way that others can
quickly understand and apply to
their various initiatives.
Collaboration is so poor that in fact
fewer than 10% of companies use
the data they currently have access
to in a systematic, strategic way.
Many marketers, however, recognize
the importance of investing in these
types of projects. According to
survey responses, almost 80% of
marketers will have implemented or
begun projects that automate data
quality, performance management,
and marketing workflow processes
within the next two years.
Lack of process
to bring insights
into decision
making
0
10
20
30
40
Technology
inadequate,
outdated
Financial
— not a
high funding
priority
Team
skills/talent
Lack of
knowledge/
consensus
around
importance
Inability to
show
measurable
beneﬁt, ROI
Lack of
needed data
None/not sure
42%
39%
31%
27%
25%
22%
15%
35%
50
Fig 2. Top Obstacles to Data-Driven Marketing
71% of marketers plan
to implement a big
data solution in the
next 2 years.
42% of marketers say
that lack of process
is the #1 obstacle to
using data insights in
decision making.
Just 18% of companies
have a single view of
the customer even
though it is one of their
top priorities for future
improvement.

Marketers and Data: A Healthy
Relationship?
The advent of big data technology,
the explosion of channels, as well
as the new data types that can be
collected like sensor or location data
from everything from cell phones to
trains has created seemingly endless
opportunities for marketers. But how
prepared do marketers really feel
about their ability to harness and use
the data that’s available to them?
To gauge this sentiment, marketers
were asked to grade themselves
and their department’s use of
data to drive marketing using the
United States grading system (i.e.,
A for excellent through F for failing,
omitting E). Over 40% of marketers
surveyed gave their department
an average to failing grade of C or
lower. But only 23% of marketers
assigned themselves an individual
average to failing grade of C or
below. What does this indicate?
A fundamental disconnect exists
between the data analysis that the
individual marketer feels they are
doing and what is actually being
accomplished at the department
level.
Marketing teams recognize there
are missed opportunities from not
using data to drive every marketing
decision, with 45% of all marketers
agreeing that data is the most
underutilized asset in the marketing
organization. It then comes as no
surprise that 78% of marketers feel
pressure to become more data-
driven.
MARKETERS
DISRUPTING MARKETING
Over 40% of marketers
gave their departments
a C or below.
45% of all marketers
agree that data is the
most underutilized
asset in the marketing
organization.
78% of marketers feel
pressure to become
more data-driven.

0%
20%
40%
60%
80%
$100M to
$500M
30%
21%
Currently have Marketing Data Scientists
Annual Revenue
Plan to evaluate/add Marketing Data Scientists in the next 2 years
$501M to
$2B
25%
30%
$2.1B to
$10B
26%
34%
$10.1B+
24%
38%
Fig 3. Marketing Data Scientist roles by Company Size
Inviting the Quants to the Marketing
Table
As marketing continues to undergo
significant structural changes that
are driven by the ever-increasing
access to data, analytical minds
within the department will be
required – with rising frequency – to
complement the creative talent.
There’s also a big strategic new
role in town: the marketing data
scientist. This particular role has a
great deal of publicity surrounding
it, but within most organizations,
there is still a considerable amount
of confusion – and lack of effective
implementation. But, marketers are
starting to believe that by working
together, this new combination of
qualitative and quantitative skill sets
will create the engine designed to
power marketing in the new age of
data.
However, the path to building out
your analytical talent isn’t always
simple or straightforward. While
most organizations recognize the
need to incorporate quantitatively-
oriented resources into their
marketing mix, many still feel
understaffed in the analytics areas.
Only large companies (i.e., those
with over $2 billion in revenue) are
most likely to be able to satisfy
their staffing needs. While 70% of
these large organizations state they
are satisfied with their analytical
skills staffing levels, only 55% of
companies with less than $2 billion
in revenue report feeling adequately
staffed with quantitatively-minded
employees.
Departments with data scientists,
who also tend to be larger
companies, also get higher marks
from their employees. While the
average department grade from
individuals is in the C or lower range,
departments with data scientists
are awarded A’s. Companies with
revenue over $10B are almost
twice as likely to have a marketing
data scientist than companies with
revenue from $100M-$500M (38%
vs. 21%).
Executives who intend to make
quick cultural changes should
consider adding a data scientist
to their ranks to help guide the
organization’s data initiatives.
Marketing data scientists are more
likely than any other marketers
to think about the big picture in
applying data to business outcomes.
In fact, data scientists report making
decisions that resulted in a better
business outcome through data
analysis at a much higher rate (62%
versus 49% overall).

Align to Drive Business Outcomes
Business outcomes are more than
just achieving departmental goals.
They are centered on creating value
that extends beyond the marketing
department and, instead, improves
the value of the business itself.
Just ten years ago, consumer
data was a trickle of disjointed
information. Today, companies are
integrating online and offline data
to create a real-time understanding
of consumer wants and needs.
Responses show that marketing
departments are under increased
pressure to think beyond common
marketing metrics that just convey
activity; they’re expected to prove
how they’ve helped the business
increase revenue and to measure and
validate the success of all marketing
activities.
Survey results show that individuals
are aligned with the departmental
view that proving effectiveness with
business outcomes is a top priority.
It is second only to “efficiency,”
which is consistent across almost all
companies and verticals and not that
surprising given the macroeconomic
environment.
However, despite all the attention
paid to collaboration and cross-
functional organizational work,
internal alignment still presents a
challenge to marketers. Only about
50% of the marketers surveyed
routinely work with other functions
as part of a regular process. There
are still about 1/3 of marketers
who simply coordinate with other
functions on an ad hoc basis; creating
an exceptional customer experience
requires collaboration.
Which
marketing
initiatives
are
effective?
0
10
20
30
40
How will
marketing
activities
support
company
objectives?
How can
they
improve
the
customer
experience?
Which
campaigns
are driving
higher
revenue?
Can they
stretch the
budget to
support
more
initiatives?
What
channels
should they
prioritize?
How
efﬁcient
are their
marketing’s
processes?
Who are
the most
proﬁtable
customers?
32%
31%
23%
20%
13%
12% 12%
10%
4% 3%
39%
50
What
is/should
be their
social
marketing
strategy?
Are they
meeting
compliance
regulations?
How much
is spent on
each initiative?
Fig 4. Most challenging questions marketers are asked in their job
Marketing
departments
are expected to
prove how they’ve
helped the business
increase revenue
and to measure and
validate the success
of all marketing
activities.

Improve efﬁciency
Cross channel integration
Use big data to analyze
customer behavior
Identify cross-sell
opportunities
Channel attribution
Establish best practices
Personalizing customer
experience
Customer Loyalty
Build, obtain big data
skills
Manage spend in real time
Prove effectiveness with
outcomes, metrics
1
22
3
4 4
3
5 5
7 7
10
11
10
11
8
6
99
8
6
1
Marketing Execs vs. Marketing Professionals
Fig 5. Top marketing priorities according to Marketing Execs vs. Marketing ProfessionalsInterestingly, marketing executives
are almost twice as likely to say
there are no cross-functional
barriers to a company-wide,
data-driven culture than the
individual contributors who are
conducting the day-to-day work.
This disconnect indicates that
marketing leaders would be well-
served to inquire about existing
barriers and become part of
the solution to eliminate them if
possible.
In an age where CMO-CIO alignment is critical
to success, only a quarter of marketers surveyed
believe their marketing and IT departments are
strategic partners in achieving marketing objectives.
Worse, only 6% of those marketers grade their
organization’s alignment as a successful one. But,
in the midst of efforts to drive alignment with IT
and other departments, marketers cannot afford to
ignore the silos within their own department. Within
the marketing function, silos of communication,
processes, data, and technology can significantly
undermine a marketing strategy. In fact, 65% of
marketers admit that silos within marketing prevent
them from having a holistic view of a campaign
across all channels.
Fig 6. Strategic Partnership: Marketing and IT
Marketing
and IT are
not strategic
partners
0
10
20
30
40
Neutral Marketing
and IT are
strategic
partners
42%
32%
26%
50
74% of marketers say that
marketing and IT are not
strategic partners in their
company.
65% of marketers say silos
within marketing prevent
a holistic campaign view.

Rich Experiences Drive Revenue
With an unprecedented amount
of data available across multiple
channels, the potential to intimately
understand each customer is an
exciting new possibility. Continually
improving the customer experience
is one of the most common –
and arguably, most important
– marketing challenges. Most
marketing executives cite improving
the customer experience as a top
priority. However, only a little more
than 36% of companies surveyed say
they routinely use data to improve
their customer interactions.
Unfortunately, marketers’
perceptions of their own priorities
and the priorities of their
department differ in a major way:
the customer. Most marketers in
non-executive roles believe their
companies talk about placing a
high priority on both preventing
customers from defecting from the
brand and identifying cross-sell
opportunities. However, almost
all agree that this does not trickle
down to other marketing positions
and the focus is solely on gaining
new customers. Therefore, there is
a perception that some executives
are merely giving lip service to the
importance of customer satisfaction
rather than creating an environment
where delighting the customer is a
top priority.
DATA AND THE
CONSUMER EXPERIENCE
High Priority
Low Priority
High use
of data
to achieve
Low use
of data
to achieve
Improve efﬁciency
Prove effectiveness
Big data skills
Apply
big data
insights
Manage spend real-time
Best practices
Identify cross-sell
Customer loyalty
Customer experience
Channel attribution
Cross channel integration
Fig 7. Marketing departments current use of data insights to achieve top priorities
Just 36% of
companies routinely
use data to improve
customer interactions

PROVE MARKETING ROI
WITH DATA-DRIVEN
MARKETING
Prove ROI or Improve ROI?
Proving ROI is not only a moving
target in marketing, but also a
major burden due to the time
required to accurately report results.
Many marketing leaders struggle
to accurately link results back to
marketing investments. In fact, 75% of
marketers who attempt to calculate
return on their investment report
some kind of problem or challenge.
The question then becomes: should
marketers focus on pure ROI or on
ROI improvement?
Ultimately, a successful marketing
ROI transformation comes down
to proving your organization can
increase the value of its investments.
The marketing ROI discipline can
generate significant credibility, and
the results can instill confidence in
marketing’s ability to contribute to the
financial well-being of the company.
However, a singular focus on proving
ROI can be risky because some
marketing initiatives may be effective
while others may fall short and those
will carry a stigma as campaign result
data is spread to other areas of the
business. To counter this, marketers
appear to be changing their focus
to improving ROI, of which the
analysis is likely to be more rapid
and insightful. But the overall target
is clear: marketers must use data
to determine which campaigns are
driving revenue and which ones need
to be ended before they cost too
much money.
75% of marketers
surveyed report
challenges with
calculating ROI.

Making the Necessary Connections
As mentioned earlier, most marketers
struggle with calculating ROI. The
#1 reason cited by marketers as a
barrier to ROI calculation was lack
of data integration. To be precise,
they lack the ability to manage and
consolidate the data necessary to link
results to investment. Marketers are
more challenged connecting revenue
to marketing activities (i.e. marketing
attribution-the practice of assigning
weighted value to each touch point
that contributed to a sale) than
connecting costs to marketing
activity.
About 1/2 of marketers surveyed
cited proving the effectiveness of the
marketing department’s activities as
one of their top challenges. About
1/3 regularly conducts analysis at the
tactical campaign level and ties those
results back to overall marketing
expenses. They struggle, however,
to connect their department level
results to what is shown on the
balance sheet.
Connecting
marketing
activities
to speciﬁc
earnings
generated
0
10
20
30
40
No integrated
system to
manage
necessary
data
Doing data
analysis
at campaign
level
Connecting
marketing
activities
to speciﬁc
spending
No track
of marketing
spend
44%
40%
30%
22%
13%
50
N/A - Don’t
use ROI
15%
No problems
9%
Fig 8. Marketers Problems Using ROI

ULTIMATELY, A
SUCCESSFUL MARKETING
ROI TRANSFORMATION
COMES DOWN TO PROVING
YOUR ORGANIZATION
CAN INCREASE THE VALUE
OF ITS INVESTMENTS.
THE MARKETING ROI
DISCIPLINE CAN GENERATE
SIGNIFICANT CREDIBILITY,
AND THE RESULTS CAN
INSTILL CONFIDENCE IN
MARKETING’S ABILITY
TO CONTRIBUTE TO THE
FINANCIAL WELL-BEING OF
THE COMPANY.

LOOKING AHEAD
Although they will differ based
on each company’s specific
circumstances, there are many
opportunities for increasing the use
of data to better achieve marketing
objectives. So identify a place your
company can gain a competitive
advantage by better leveraging data
to achieve an objective. Then use
that objective as a starting point
in building your own data-driven
marketing strategy. It’s time for you
and your marketing department
to navigate the new world of big
data, empowered consumers and
integrated, omnichannel marketing.
Are you ready?
Learn More at
Teradata.com/datadrivenmarketing
Now is the time to evolve. Embrace
a data-driven marketing strategy
to enhance your engagement
with customers and optimize the
inner-workings of your marketing
department. Leverage data in
realtime to create and deliver
relevant interactions for each of your
customers. Analyze data to inform
decisions, optimize the mix of your
marketing initiatives, and prove the
value of marketing.
As a marketing leader, you know
that true consumer insight resides in
your data. But making the transition
from simply tracking data transactions
to creating meaningful data-driven
interactions isn’t always easy. The
insights of the 2,220 marketers
participating in our global study can
help you understand the challenges,
opportunities, and successes of a
data-driven marketing approach.
PAGE 15

Teradata Corporation (NYSE: TDC), is the world’s leading analytic data solutions
company, focused on integrated data warehousing, big data analytics, and business
applications. Teradata’s innovative products and services deliver data integration and
business insight to empower organizations to make the best decisions possible and
achieve competitive advantage. Teradata acquired Aprimo, now Teradata Applications,
in January 2011. For more information, visit www.Teradata.com.
10000 Innovation Drive Dayton, OH 45342
The Best Decision Possible is a trademark, Teradata and the Teradata logo are registered trademarks of Teradata Corporation and/or its affiliates in the U.S. and
worldwide. Teradata continually improves products as new technologies and components become available. Teradata, therefore, reserves the right to change
specifications without prior notice. All features, functions, and operations described herein may not be marketed in all parts of the world. Consult your Teradata
representative or Teradata.com for more information. Lunexa is a trademark or registered trademark of Lunexa, LLC. MicroStrategy is either a trademark or registered
trademark of MicroStrategy Incorporated in the United States and certain other countries. Webtrends is a registered trademark of Webtrends Inc. in the United States
and other countries. KXEN is a trademark or registered trademark of KXEN .

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