Modernize 2018: Customer Data Orchestration Across Every Experience in Real-Time - Tealium
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The document discusses the concept of a Universal Data Hub, addressing issues of data fragmentation caused by the proliferation of martech, adtech, and analytics tools. It highlights Intrepid Group's application of Tealium for enhancing marketing efficiency, particularly in managing customer data and improving personalized experiences. Additionally, it outlines the ways in which customer data orchestration can optimize marketing strategies in a global organization.
Modernize 2018: Customer Data Orchestration Across Every Experience in Real-Time - Tealium
- 1. Customer Data Orchestration Across Every Experience in Real-Time Phil Lees / Intrepid Group Chris Slovak / Tealium
- 2. © 2018 Tealium Inc. All rights reserved. | 2 What is a Universal Data Hub? Chris Slovak VP Solutions Consulting, Global © 2018 Tealium Inc. All rights reserved. | 2
- 3. © 2018 Tealium Inc. All rights reserved. | 3 Born out an Explosion of MarTech/AdTech/Analytics/BIOver +6,800 technologies as of 2018 20+vendors Most companies use
- 4. The Problem: Data Fragmentation The user is the center of data creation. • Data flow is typically only one way out for the user center • Each technology vendor only captures a portion of the data, only a slice of the total data pie • Almost impossible to get a complete view of the user…especially from tools with a narrow focus • Teams only have a piece of the view Acquire Engage Analysis Nurture SEM DMP EDS WA VOC MVT CO MASOCIAL RE-MKT
- 5. © 2018 Tealium Inc. All rights reserved. | 5 The New Data Supply Chain Devices and Data Sources <TAGS> <APIS> <WEBHOOKS> <CODE LIBRARIES> <FILES> <DATABASE> Integrations Vendors name page category statistics visitor type high-value members-signup product-purchase page title store location product price client ID operating system IDFA device type purchase history app name Data Layer Business Rules Enrich Data Take Action Define Govern Create Profiles Privacy & Security Stitch Users </> Data Consolidation Collect Transform and Enrich ActivateStandardise Orchestrate
- 6. © 2017 Tealium Inc. All rights reserved. | Tealium Universal Data Hub Universal DataLayer & Universal Profile Achieve Data Orchestration
- 7. © 2018 Tealium Inc. All rights reserved. | 7 Intrepid Group’s Journey with Tealium
- 8. Who are we? Run by travellers, for travellers, we are the world’s largest provider of small group adventure travel experiences. Our brands offer over 2000 itineraries on every continent, catering for all ages, budgets and appetites for adventure.
- 9. We are specialists in small group adventure All our brands offer; ◆ Authentic itineraries ◆ Small group travel ◆ Local leaders ◆ Sustainable travel We know our trips work because of the exceptional levels of positive passenger feedback Our brands are united by shared values
- 11. Our offices & countries we travel to TORONTO PETALUMA QUITO LIMA CUSCO LONDON MARRAKECH JOHANNESBURG MELBOURNE AUCKLAND ISTANBUL NEW DELHI BEIJIN G KATHMANDU HANOI KYOTO COLOMBO NAIROBI ARUSHA SABAH HO CHI MINH CITY SIEM REAPYANGO N BANGKOK BUENOS AIRES RIO DE JANEIRO ST PETERSBURG BUDAPEST VENICE CAIRO SAN JOSE
- 15. Business problem ● Marketing efficiency and effectiveness in distributed global organisation ● Rising expectations of customer experience
- 16. Tealium use cases ● Omnichannel upload of historical data ● Visitor identification (known and unknown) ● Audience remarketing suppression
- 17. 1 in 5 Australians Like receiving personalised advice and messages from service providers (22%) 1 in 5 Australians Are happy to share their personal data if it leads to better browsing suggestions (19%) Nature:, 2018
- 18. Customer books a trip (online or offline) Added to suppression lists across brands Customer returns from trip Removed from suppression Marketing efficiency Omitting booked passengers from some ads in real time until they return from their trip
- 19. Marketing efficiency Omitting travel agents from consumer ads in real time, forever, across devices User logs in to travel agent portal or clicks on link in agent email Added to suppression lists (Until forever, unless they book as a customer)
- 20. © 2018 Tealium Inc. All rights reserved. | 20 Questions?