SEO Master Class - Steve Wiideman, Wiideman Consulting Group
SES - Portrait of a Modern Marketer: Hipster Meets Data Geek
1. 11/12/2013
1
Portrait of a Modern
Data-Driven Marketer:
4 Ways to be Customer Centric
Stephanie Miller
VP & CLO, DMA
@stephanieSAM
blog.thedma.org
Data geek, or marketing hipster?
2. 11/12/2013
2
Part Scientist, Part Artist
Image Source: Salesforce.com
http://blogs.salesforce.com/company/2013/04/the‐modern‐
marketer‐part‐artist‐part‐scientist‐infographic.html
Data Creative
Optimize
performance
Write & Curate
Predict the future Be social
Create a clear
dashboard
Render on every
mobile device
Illuminate KPIs Send email
Turn data into
insights
Win awards
Which Comes First?
Mad Man!
Math Man!
Creatives benefit from
improved insights, informed
(and predictive) personas,
better strategic direction and
lots of proof that their
brilliance works!
Quants benefit from real time
data inputs and messaging that
engages and feeds the analytics
engine(s).
11. 11/12/2013
11
Marketing Data Governance Strategies
»79.3%
»31.9%
Source: DMA study and whitepaper The New Rules
of the Road. Visit http://thedma.org/research/
Job #1 in Data Stewardship
Reactive Proactive
12. 11/12/2013
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“With great power,
comes great responsibility.”
‐Uncle Ben
Privacy & The Bottom Line: A “Love” Story
» Marketer says “cool” but
policymaker says “creepy”
» Consumer trust is essential
to our modern, social,
digital lifestyles
Source: DMA Infographic. Download at
http://blog.thedma.org/2013/07/02/infographic/ or
ping smiller@the‐dma.org or @stephanieSAM
15. 11/12/2013
15
New Reality: Consumers can quickly “sweep” and filter
email messages they don’t find interesting.
In fact, that process is automated.
Even permission-based messages
are marked as “spam.”
Ways to be Customer Centric.
1. Adopt a Customer-First Attitude
2. Strengthen Relationships by
Optimizing Lifestage
3. Be the Data Steward
4. Manage Content Curation with
Data Driven Insights
16. 11/12/2013
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Making the Transformation
1. Protect the Core
• Guard against business disruption
• Identify quick wins
• Lather, rinse & repeat
2. People, People, People
• The CMTO
• Content Curator
• Data Scientist
3. Focus on Customer Best Interest
• No data management or technology in the world will
protect you from bad decisions.
Thank you!
» Stephanie Miller
» VP, Member Communications & Engagement & CLO
» DMA
» smiller@the-dma.org
» @stephanieSAM
» Read DMA Advance: blog.thedma.org
» Join DMA! thedma.org/membership
» Get the Research: thedma.org/ddmi