1 MARKETING TECHNOLOGY. SIMPLIFIED. 1 THIS TIME IT’S PERSONAL HARNESSING THE POWER OF THE SINGLE CUSTOMER VIEW YUSEF AKYUZ

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3 GESTURE BASED INTERFACES

4 JETPACKS

5 DRIVERLESS CARS

6 CONNECTED HOME

7 PERSONALIZED ADVERTISING

8 SINGLE CUSTOMER VIEW (SCV) A Single Customer View is an aggregated, consistent and holistic representation of the data known by an organization about its customers

9 DNA OF THE SINGLE CUSTOMER VIEW Your Transaction Systems Matching & Linking for Consistent Recognition Data Enhancement Data Refinement Data Cleansing IN MARKET BEHAVIOR PROPENSITIES ATTITUDES LIFESTYLES LIFESTAGES LIFE EVENTS GEO DEMOGRAPHICS MarketingOperations Point of Sale Loyalty Campaign Management Business Intelligence Marketing CRM ERP/Billing Other Legacy Systems Cross Sell Flags Upsell Flags Segmentation Predictive Models Regression Models Campaign Planning Campaign Execution Customer Retention Customer Acquisition Campaign ROI Customer 360 View

10 HAVE YOU STARTED YOUR SCV INTEGRATION? Just 6% worldwide said they had a single view of all customers and prospects across devices and touch points, while one- third had nothing in place. – emarketer Start soon Don’t stay behind the competition Current/Preferred Approach to SCV Worldwide March emarketer We've outsourced it to a service provider We're doing it in-house and purchased a single solution We're doing it in-house and developed our own technology We're doing in-house and integrated together multiple purchased solutions We use a combination of in-house and outside resources 33% 16% 11% 7%

11 NO SINGLE CUSTOMER VIEW, NO ACTIVE LISTENING OUTCOME Poor Customer Experience Poor media planning Misguided Lifetime Value Inaccurate ROI Calculation 84% OF PEOPLE WOULD WALK AWAY FROM A COMPANY THAT DOESN’T LISTEN - Experian No Thanks! 52% from a company that tried to sell them something they had already said they were not interested in 36% From a company that were offering them products they have already refused 45% From a company that contacted them in a way they have been asked NOT to

12 BIGGEST ROADBLOCKS TO CREATE SINGLE CUSTOMER VIEW Collecting data across channels – 57% Merging profile fragments as data becomes available - 55% – emarketer Capability/Effectiveness of Current Technologies in Building SCV March emarketer Our solution does an adequate job in most aspects with minor gaps Our solution has gaps in capability and effectiveness Don’t know/ Neutral We have a complete set of capabilities that are effective Our solution has major capability and effectiveness gaps 33% 29% 22% 8%

13 CONSUMERS RESPOND TO BRANDS THAT LISTEN 74% OF CONSUMERS WOULD RESPOND POSITIVELY TO COMPANIES WHO UNDERSTAND THEM -Experian 57% Of consumers would actively recommend the organization 45% about their positive Of consumers would tell people their experience 44% Of consumers would actively sign up for more marketing OUTCOME Consistent Customer Experience High Customer Retention True + Higher Lifetime Value Accurate ROI calculation

14 ACTING ON SINGLE CUSTOMER VIEW WHO SegmentsClustersLook-a-likes WHEN ResearchPre-acquisitionPost-acquisition WHERE SearchDisplaySocial SMSDirect MailTVPrint WHAT Informational Content Offer Based Content Acquisition Based Content

15 BUSINESS INTELLIGENCE BUSINESS INTELLIGENCE ENTERPRISE DATA WAREHOUSE ENTERPRISE DATA WAREHOUSE SETTING THE RIGHT DATA STRUCTURE IS KEY STRATEGY EXECUTION ANALYTICS DATA ACQUISITION DATA ACQUISITION Dashboard, KPI, EPM, Advanced Analytical Services Data warehouse, data marts, ODS BI reporting, master data management, meta data management Data cleansing, data quality, ETL, routines

16 CONSIDERATIONS FOR A SUCCESSFUL SCV INTEGRATION Privacy & regulation Region market specific Channel specific Vendor selection ROI Ease of integration Ease of actionable insights Existing tech stack/infrastructure Scalable Flexible Level of digital transformation Security Infrastructure Data Ownership Downtime recovery

17 360° view DMP CRM Digital DNA Online media consumption Click journey Engagement scoring Firmographics Campaign responses Demographics CONVERSION FORM SEGMENTATION APPROACH DATABASE PHILOSOPHY ENGAGEMENT METHOD Cross media channelCross sales channel CHAT PHONE DISPLAY SEARCH SOCIAL KNOWNS UNKNOWN S THE IGNITIONONE APPROACH

18 THE IGNITIONONE APPROACH DESKTOP MOBILE DYNAMIC 1:1 MESSAGING DMP CRM ON-SITE LOOK-A-LIKE INTENT MODELS WEATHER TRAVEL INTEREST MOBILE (LAT-LONG / HYPER-LOCAL) DATA SOURCES ACTIVATION SITE SEARCH

19 IGNITIONONE’S SINGLE CUSTOMER VIEW

20 MULTI-CHANNEL EXECUTION

21 TO WRAP UP

22 SOME TAKE AWAYS Starting is scary – BUT necessary Single Customer View is the means to an end and not the end itself Customers will make contact you via their own preferred channel, not yours When implemented right, your organizational structure will benefit from it – in addition to your bottom line

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