This Campaign Manager Leadership Series ebook addresses how marketers can use a multi-channel approach to meet customers preferred methods of communication regardless of channel. View the American Eagle Outfitters video from slide 7 here: http://www.teradata.com/videos/American-Eagle-Outfitters-Getting-to-Millenials/ View the Hertz video from slide 8 here: http://www.teradata.com/videos/Hertz-Finding-Gold-in-Integrated-Data

1. TWO WORLDS
TOGETHER
Integrate online and offline channels for a unified front
CAMPAIGN MANAGER
LEADERSHIP SERIES
BRING YOUR

2. THE VIEW FROM
OUTSIDE
Your customers don’t recognize the
boundaries of offline or online. They
don’t see email, apps or customer service.
They just see you – your brand and the
experience they have with it.

3. DIGITAL VS.
TRADITIONAL
For many marketers today, digital marketing hasn't proven
real value. Meanwhile, others are saying that traditional
channels are dead. Who’s right? Neither. You need both. And
for many, that is the scariest answer of all. That means that
they are forced to view their product and brands from very
different perspectives, an often confusing experience that is
compounded by an un-integrated understanding of the
customer and the variety of teams and messages the
marketer is coordinating. The truth is, those varying
perspectives are what your customers experience every day.
By adopting a holistic approach, marketers can create
multi-channel campaigns that engage customers and
generate higher response rates. In addition, integrating
online and offline channels centralizes control and makes
it easier to measure impact – improvements that are critical
to optimize planning for future campaigns.

4. TALKING TO – NOT AT –
CUSTOMERS
Communicating through digital channels means that
marketers must reconsider how they communicate with
customers. In this more personal one-to-one era, customers
expect a more conversational tone. And that desire has
spread beyond digital.
Although spending on digital media is still a small percentage
– just 13 percent of the total marketing budget for B2B1 – it
has impacted communications everywhere. Customers today
expect you to know them, and they expect a two-way
conversation, regardless of where and how the interaction
begins, or on what channel or platform the conversation
begins.
That means every communication should be considered
based on how it will or could be received across multiple
channels. This is a definite shift away from most marketers’
comfort zones, but one that ultimately will help build an
authentic brand.
AVERAGE
MARKETING
BUDGET SPENDING
SOURCE:
1 - Laura Ramos with David M. Cooperstein,
Tracy Stokes, Alexandra Hayes, Elizabeth
Perez, “Focus B2B Marketing Budget Gains On
Business Outcomes To Succeed In 2014”,
January, 2014
0%
25%
50%
75%
100%
13%
87%
DIGITAL
MEDIA
OTHER
MEDIA

5. PERCENTAGE OF GROWTH IN
DIGITAL MARKETING SPEND
SOURCE:
2 - http://www.cmosurvey.org/results/
AUG.
2011
FEB.
2012
AUG.
2012
FEB.
2013
AUG.
2013
FEB.
2014
11.2%
12.8%
11.5%
10.2% 10.1%
8.2%
While the total expenditure on digital marketing is well behind that of
traditional marketing, it is continuing to grow.2
0%
3%
6%
9%
12%
15%

6. LOOKING FOR
THE BLEND
If you think you have your customers’ undivided
attention at any point, you are most likely fooling
yourself. The multi-screen day is how a majority of
people now live. They watch TV with their tablets in
their hands and their smartphones by their side. They
type emails with webinars in the background. They
drive to work while listening to podcasts and drive
home (hopefully) using voice-activated SMS.
The reality is that every communication you create has
the potential to move into the digital realm. What
brands need to consider is their ultimate objective, their
customers’ preferred methods to get there and how
brands can move them along. Then they need to
understand how to bring information from all of those
touchpoints together for a complete view of
the customer.

7. JUMPING ACROSS
CHANNELS
Like many organizations, American Eagle Outfitters is facing a
common challenge – finding the right mix between digital and brick
and mortar selling. To make matters more difficult, a large segment
of their core audience of teenagers often don’t purchase their own
clothes. It’s mom at the counter instead. “It’s important to know who
they are and what they purchase…but it’s important for us to actually
know their family,” states Rick Guntang, Senior Manager of
Performance Marketing Operations.
To ensure everyone was engaged in relevant conversation through
the right channels, American Eagle Outfitters used Teradata
solutions to focus on integrating all customer data. This gave the
marketing teams the agility needed to send out multiple campaigns
on multiple channels and create those relevant conversations. Now
millenials might get an offer on their phone when they are in the
store – but they are there because mom got an email coupon or a
flyer in the mail.
“American Eagle Outfitters is a
data-driven business…we’re
trying to parse all the
information that we get from a
customer into a unified type of
message and make sure that
they are able to be fun with
our product and get into our
stores and interact with
our people.”
Rick Guntang,
American Eagle Outfitters
Senior Manager,
Performance Marketing and Operations

8. MAKING A
STATEMENT
Hertz has been Zagat’s top pick for its “Customer Loyalty Program”
for two years running for one main reason: they've found ways to
delight their customers by coordinating conversations across
multiple channels. Because all of their data is integrated for one
version of the truth, they can create customized and consistent
real-time interactions with customers. Messages and unique offers
are sent via multiple channels – 3,700 call center agents, counter
terminals, handheld devices and the Hertz website.
For instance, through their “Carfirmation” program, loyalty members
flying will be sent an email with the exact location and type of car
they are about to pick up the second they land. If they don’t like that
car, they can change it right then. Other touches, like using receipts
to let customers know if their credit card is about to expire, help
keep Hertz customers loyal.
“Customers are very vocal
about what they want. If you
can’t deliver it to them, they’ll
find somebody who can.”
Greg Palk,
Hertz
Manager, CRM Applications

9. MARKETING =
COMMUNICATION
As marketing evolves, it must account for how messages
integrate and spread across the enterprise. The marketing
ecosystem is expanding. Now fundamental business
functions, such as planning, financial management, data
analysis, and procurement, must be aligned in new ways.
Ten years ago, would anybody have considered a bank
statement to be a marketing asset? Now, more than ever,
we need to think outside-in, integrating internal data and
systems while we simultaneously integrate the customer
experience to win in the market both short- and
long-term.

10. Teradata is a global leader in analytic data platforms, marketing and analytic applications, and consulting services. Teradata helps organizations collect, integrate, and analyze all of
their data so they can know more about their customers and business and do more of what’s really important. Visit Teradata.com for details.
10000 Innovation Drive, Dayton, OH 45342
U.S. and Canada 1-866-548-8348, For International Callers: (937) 242-4030
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.
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