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  • admin 9:51 am on November 10, 2017 Permalink
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    Behavior and Culture: The Next Steps Toward ‘The Sentient Enterprise’ 

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  • admin 9:51 am on September 22, 2017 Permalink
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    The 9 steps every business analyst should take 

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  • admin 9:52 am on July 21, 2017 Permalink
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    GDPR in 3 Easy Steps 

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  • admin 9:51 am on June 16, 2016 Permalink
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    As Teradata Moves into Cloud, R&D Lab Steps into Light in San Diego 

    Teradata Press Mentions

  • admin 9:51 am on June 10, 2016 Permalink
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    6 Steps to Rock Your Email Marketing Campaigns Like James Bond 

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  • admin 9:52 am on January 26, 2016 Permalink
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    Real-Time Marketing: 5 Steps To Success 

    real time marketing

    This is the third part in our “Data Management Platform” series of articles. The first article dealt with what a DMP Is and why you need one. Followed by the second post, that outlined the 10 key benefits to use a data management platform. In this part, we reveal the “5 Steps To Success As a Real-Time Marketer”. We also covered the entirety of why do marketers need a data management platform in 2016, in our guidebook.

    In some ways, we marketers are truly lucky to be working in our line of work in this era. With our access to data today, we are no longer required to guess what the customer wants because we have big data to tell us that. But then, the challenge has taken a shift from missing data – to a data overload. Now that we have all this data, what do we do with it? How do we connect the dots to get a 360-degree view of our customer? And how do we use this data for real-time marketing?

    The missing piece in your marketing puzzle is a data management platform. But there’s more to it. To truly become a real-time marketer, technology is not enough – you need the right team and process.

    This post will guide you through the 5 main steps for real-time marketing success. To learn more about what a data management platform is and how to successfully implement it in your organisation, check out our free guidebook.

    Marketing sucess

    5 Steps to real-time marketing success

    1. Don’t fall in the “buzzwords trap”

    With the emergence of buzzwords such as ‘Big Data’ and ‘Ad tech’, great hype followed as well. However, this excitement has brought with it many elaborate, premature claims from companies backed by investors eager to swell their valuations.

    The World Federation Advisors (WFA) advises advertisers eager to explore the new models of media trading posed by the technology to ask potential ad tech partners probing questions. This includes clarifying their position in the market (such as do they both buy and sell media?) to improve transparency.

    Advertisers working with companies claiming to be capable of ‘real-time’ trading also need to ask questions about whether their platforms can perform analytics in real-time in order to optimise towards campaign goals mid-campaign.

    2. Know your customers

    Many marketers have heeded the calls to consolidate their data, aware of the competitive advantage it poses when competing for audiences’ share of mind.

    However, even as marketers and publishers look to take more proactive actions (using an in-house or hybrid model), they also need to ensure their data is liberated from its current silos.

    With over a third of marketers surveyed by the World Federation of Advisors (WFA) now using Data Management Platforms (DMPs), the message that “data is the new oil” is clear. In order to convert terabytes of audience data into customer insight, marketers need a centralised point of access. This central platform would provide actionable insights that can be shared across programs accordingly.

    3. Choose your technology partners carefully

    It is highly recommended that advertisers and media owners take ownership of their data. This can be a seemingly difficult challenge when many companies find themselves choosing the option of outsourcing to third parties.

    The difference between these two options is how they use the technology. Going for an owned platform gives you more customisation options. For instance, you can integrate your own CRM systems with surfing behaviour data to help nurture a relationship with a customer throughout their entire lifecycle, rather than being faced with siloed touch points.

    4. Assemble a data-savvy team

    Set up your team with intention. Poor data management is the leading cause of failure in the attempt to deliver a data-driven marketing strategy. Carefully hand pick your team making sure they can work well together and can make quick data-driven decisions under pressure.

    Overview of Key Players in a Data Driven Team:

    Leader: Someone who sets goals and foresees the end results for ultimate success.

    Creative player: someone who understands the brand as well as the marketing objectives. This person needs to produce content quickly and efficiently.

    Analyst: someone who is analytical and who has a full understanding of your brand’s goals and KPIs.

    Data Scientist: who can master the prime time to send out which messages to which audiences, and they should also be in control how much you should invest in a in a particular audience-type.

    It is essential to hire individuals with a marketing background as well as a marketing analytical background so they can assist in your journey for defining success and output.

    5. Use technology to build scale

    Dealing with resource-intensive implementations of multiple tracking pixels can cause delays in activating your campaigns, which can directly affect your marketing ROI and hurt your ability to scale. It is therefore vital that your technology allows for easy implementation and flexibility. Today customers can play a vital role in this process.

    Just look at Tim Harvey of Hilton Hotels. Harvey initiated a self-service online booking channel, allowing customers to book up to 25 rooms for events or conferences as well as equipment all online. This e-Events initiation resulted in Harvey winning the CIO 100 award. Customers are extremely pleased with this new website. According to Harvey, “The key to the project’s success, lies in combining the power of systems such as reservations, CRM, BI and a revenue management system that optimises pricing while displaying inventory availability.”

    Take Action Now-Don’t Wait!

    Businesses need to adapt quickly otherwise they risk of being overtaken by competitors in a market that is quickly being determined by data. What you know about your customers and prospects, and more importantly, how to execute on these insights, has a direct effect on your marketing ROI.

    To learn more about how a data management platform can accelerate your real-time marketing efforts, get our guidebook here.

    The post Real-Time Marketing: 5 Steps To Success appeared first on Teradata Applications.

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  • admin 9:53 am on November 14, 2015 Permalink
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    Investing in New Technology? Don’t Forget These 5 Value-Adding Steps 

    By Data and Analytics Staff

    IT departments are always on the lookout for the latest and greatest technological advance that will change the way their company works. But striking a balance between IT’s desire to implement a new technology, and the impact of said technology on the company’s bottom line, often can be tricky. For organizations in the processes of determining whether or not big data is right for them, comes the important task of identifying value.

    This is why the Teradata Business Value Services team offered some helpful insights to attendees of the annual Teradata Partners Conference last month. Determining the business value of a certain technological undertaking can be a hefty load. During the process, it’s important to consider current environments, processes, and pain points to help nail down exactly what the new technology should be and, more importantly, what it should be achieving. It’s important for organizations to project what could be achieved in the future, and remain focused on identifying those potential future benefits.

    Data Points, Teradata, Investing in new tech ID bus value

    There are certain steps that can be taken to ensure that ROI is successfully realized and captured, and that the whole organization is driven to create business value:

    1. Prepare and Plan. While it may seem like an obvious first step, too often companies attempt to dive head-first into a new business technology, without proper preparation. In this stage, organizations should take a step back to get a better understanding of what’s going on within the business, collecting important data to further prove the need for a new technology project or improvement. This could be financial data of the company to-date or business data that will give IT leaders a better sense of what shape the company is in and where further technology investment can take it.
    2.  Evaluate and Recommend. Once this pertinent data is compiled, take the time to digest all of the information, make sure it’s understood, and double-check that all the necessary information has been collected in order to put together a solid business case, including metrics, for the project to come. Backing new IT projects with fact-based recommendations surrounding business needs and the current environment can help to validate the business value to the C-suite.
    3.  Educate the Business. It’s important for executives and decision makers to be educated on a new initiative so that IT can gain a better understanding of whether or not an idea under consideration makes financial sense for the company as a whole. The marriage of IT to business and finance departments is important, and educating the masses is crucial. IT should be listening to the needs of the businesses from the very start to deliver value to the organization, not just new technology.
    4.  Develop a Roadmap. Various business improvement opportunities can be achieved by understanding, articulating and quantifying the impacts of a new project. Developing a project roadmap makes it easy to prioritize opportunities and optimize results.
    5.  Refine and Confirm. Once a new program, project or technology has been implemented, people often take a back seat and let it run its course. But when an organization is making such a critical investment it’s crucial to track these processes and make sure they’re reaping the planned value. Teams should start with a solid foundation of metrics upon implementation to make regular analysis a smooth process, and use those metrics to adjust if goals aren’t being met.

    By taking these steps, IT teams can better understand the long-term value of a new technology advancement and work to convey that message to the C-suite and the organization overall. By taking an inclusive approach to a technology investment, IT teams are able to display business value, upfront, and make effective technology use a reality for their organizations.

    The post Investing in New Technology? Don’t Forget These 5 Value-Adding Steps appeared first on Data Points.

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  • admin 9:53 am on November 7, 2015 Permalink
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    Big Data First Steps to Success 

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  • admin 9:51 am on August 1, 2015 Permalink
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    Drive Away Customers in Five Simple Steps 

    customer serviceCustomers… Who needs them, right? Always demanding attention, tying up your contact center and loitering in your stores. I am, of course, only joking, but you would think that certain companies are seriously trying to scare off their customers based on their mediocre marketing strategies and poor customer service.

    In some industries (e.g., telecommunications), it’s become so bad that nearly half of all customers (42%) are said to be actively considering defection. Why is customer disloyalty at such high levels? Increased competition overlapped with oversaturated markets is partly to blame—the supply-and-demand dynamic is the one constant in marketing—but, let’s face it, some companies flat-out stink at creating customer loyalty.

    Keeping our tongue-in-cheek tone intact (with the caveat that you should never try these on your customers), here are five tips to drive away customers like rats out of Hamelin:

    #1 – Pretend You Don’t Know Them. Nothing says “you’re nothing but a number to me” like prompting customers to provide a never-ending string of digits—account ID, birthdate, social security number—when they call into your contact center. Amazingly, the local pizza shop knows more about its customers just through Caller ID. Then again, they probably can’t afford to alienate customers like you can.

    #2 – Ignore Them When They’re Angry. Negative experiences often precipitate a breakup, so when a customer has a bad experience—from a broken product to a broken promise—just ignore it. Chances are the problem (i.e., the customer) will go away soon enough.

    #3 – Repeat Yourself Repeatedly. Ever heard the expression, “Familiarity breeds contempt?” I’m pretty sure whoever said that was talking about advertising. If developing a multi-channel marketing strategy seems like too much work, just create multiples of the same marketing message and broadcast it on every channel. Sooner or later, customers will get the message that you’re just saying the same thing to everyone and tune you out.

    #4 – Disrespect Your Data. Let your data grow wild and accept multiple versions of the truth as the natural order of things. Allow each department to fend for themselves when it comes to finding answers. Ignore the importance of real-time data; customers don’t mind waiting and “opportunity” is overrated.

    #5 – Don’t Look Back. When a customer leaves, don’t ask questions and don’t look back. Sure, you could probably learn something by paying attention to where and why your customers are going, but the best way to ensure that customers don’t come back is to show them you haven’t changed.

    Yes, I know it sounds ridiculous, yet it’s surprising how many “smart” companies have baked bad marketing into their business. One weak link in the customer experience chain, one unresponsive or uninformed channel, can act like an open gate in your castle of customer satisfaction through which customers flee. What’s the solution? Integrated marketing across channels, reliable data, data-driven decisions from the CSR (customer service rep) to the CEO and the ability to react intelligently in real time. Remember: Take your customers for granted today, and you’ll be paying the piper tomorrow.

    The post Drive Away Customers in Five Simple Steps appeared first on Teradata Applications.

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  • admin 9:47 am on May 16, 2015 Permalink
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    Essential Steps To Marketing With Individualized Insights 

    Teradata White Papers

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