Atmospheric Marketing in Action

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Tealium

Martin McDonald, General Manager DACH, Tealium talks about the concept of atmospheric marketing.

Data & Analytics

Atmospheric
Marketing in Action
Martin McDonald
© 2015 Tealium Inc. All rights reserved.
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What is
Atmospheric
Marketing?
Data from Everywhere
© 2015 Tealium Inc. All rights reserved.
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• Home Computers
• Mobile
• Call Centres
• Point-of-Sale
• Office Computers
• Loyalty Programs
• Credit Bureaus
• iBeacons
• Tablets
• Smart Watches

© 2015 Tealium Inc. All rights reserved.
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The History of
Atmospheric
Marketing

Context vs Audience
Infographic: History of Marketing
Traditional Marketing Digital
4

How do you
create it?
Atmospheric Marketing
© 2015 Tealium Inc. All rights reserved.
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Unified view of visitors in a neutral,
cross-application data platform you own
and control, containing: Combined, clean, normalized, all
in one place, ready for rules,
predictive models and action.
Enrichment data, segmentation
data, other metrics and metadata
All first-party data

© 2015 Tealium Inc. All rights reserved.
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Potential
Obstacles
Batch vs Real Time
vs

© 2015 Tealium Inc. All rights reserved.
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Potential
Obstacles
Silos
Fragmented Customer View

© 2015 Tealium Inc. All rights reserved.
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Potential
Obstacles
Misaligned Technologies

• Safari
• Ad Blockers
• Safe Harbor
• Google
• Customer Match
• AMP
• Apple Device IDs
• FTC
Change is
Coming
© 2016 Tealium Inc. All rights reserved.
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© 2015 Tealium Inc. All rights reserved.
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© 2015 Tealium Inc. All rights reserved.
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Experience Layer
Data Layer
Application Layer
!
"
# $
%
&
'
(
)* +,
Customer Interactions
Unify All Data
• CONTROL: Standardize and
manage data distribution to vendors
• ACT: Push data and directives in
real-time to any vendor in the
ecosystem
• OWN: Full access and ownership of
data for big data processing
Solution

© 2015 Tealium Inc. All rights reserved.
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Real-time Data Supply Chain

© 2015 Tealium Inc. All rights reserved.
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The Customer Data Platform
Audience CDP Action

Fragmented Customer View
© 2015 Tealium Inc. All rights reserved.
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© 2015 Tealium Inc. All rights reserved.
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Unified
Customer
View
The Best View
First-party, real-time, cross-channel

In Summary
Key Takeaways
© 2015 Tealium Inc. All rights reserved.
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212

Thank You
Martin McDonald, Manager DACH
martin.mcdonald@tealium.com
© 2015 Tealium Inc. All rights reserved.
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222

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