Michael Lummus Digital Marketing Strategy, Teradata | DESIGNING BETTER EXPERIENCES THROUGH ‘PAID’ AND ‘OWNED’ INTEGRATION

2Copyright © by Teradata. All rights reserved. INTEGRATED MARKETING CLOUD Campaign Management Marketing Operations Digital Messaging Customer Data Management Marketing Analytics 33% OF THE FORTUNE 500 WORK WITH THE TERADATA MARKETING CLOUD

3Copyright © by Teradata. All rights reserved. Customer Experience: Frustration and Silos

4Copyright © by Teradata. All rights reserved. Customer Experience Design needs to encompass personal and non-personal data, both in owned and paid channels.

5Copyright © by Teradata. All rights reserved. Digital Advertising can now be bought and sold programmatically impression-by-impression in real-time > Enables individual-level consumer targeting > Generates volumes of behavioral data – browsing, ad impressions, clicks, etc. > Drives better results through big data and analytics > Automates the process –moving spend from manual agency media buying to software and associated services What Has Changed - Why It Matters

6Copyright © by Teradata. All rights reserved. Advertisers Move Digital Ahead

7Copyright © by Teradata. All rights reserved. Marketers need a holistic approach to interaction management

8Copyright © by Teradata. All rights reserved. 1.Message Control 2.Accelerated Relevancy 3.Discovery and Advanced Insights 4.Attribution and Spend Management 4 Reasons to Integrate Marketing and Advertising

9Copyright © by Teradata. All rights reserved. Better Experiences = Better Results 10X lift in click-through rates 10X lift in click-through rates 500%+ return on ad spend 500%+ return on ad spend Reduced media costs Reduced media costs AD CAMPAIGNS DRIVEN BY CUSTOMER DATA “Enterprise brands and their media partners are now looking for something fundamentally different: real, tangible, heightened value from their consumer relationships. That value, proponents say, can only come through the enrichment of audience engagement: the ongoing dialogue between consumer and marketer that spans paid and owned media.”

10Copyright © by Teradata. All rights reserved. 1.Start with the Tactics – Get Onboarded 2.Own the Technology. Own the Data. 3.Do Attribution Once. Make it Independent. Make it Actionable. 4.Design Campaigns with All Channels in Mind. Getting Started with Digital Advertising Alignment

11Copyright © by Teradata. All rights reserved. Learn More: Download the White Paper: impending-convergence-of-advertising-and- marketing-wp

12Copyright © by Teradata. All rights reserved.