This document discusses data-driven digital marketing in 4 steps: data collection, data enrichment, data analysis, and data activation. It describes each step in the process. Data collection involves gathering the right data at the right time. Data enrichment is manipulating incoming data to create the perfect dataset. Data analysis turns raw data into insights through techniques like funnel analysis and customer journey mapping. Data activation syndicates data to empower teams and power customer experiences. The overall goal is to orchestrate data optimally across the customer experience.

1. DATA DRIVEN DIGITAL MARKETING
Increase Online Growth
In 4 steps optimal data orchestration
Anna Kiljunen (Tealium) & Myrthe Mkaouar (OrangeValley)

2. 1
2
3
4
5
Introduction
Data collection
Data enrichment
Data analysing
Data activation
In 4 steps optimal data orchestration

3. ➜ Over 5 years experience in Data Solutions
➜ Solutions Consultant at Tealium | covering Nordics
and partners in the Nordics and Benelux.
Anna Kiljunen | Myrthe Mkaour
Nice to meet you!
➜ Over 10 years experience in online data & technology
➜ Active in thinktank MarTech van DDMA
➜ Data Solution Specialist at OrangeValley | working for
Talpa, Score en PPG.

4. Who are you?
Introduction Participants

5. In 4 steps optimal data orchestration
What is data
enrichment?
What is analysing? What is activation?What is data collection?
Collection Enrichment Analyse Activation

6. Data Collection
How to collect the right data at the right time

7. In 4 steps optimal data orchestration
Maturity Model
Presence
Result oriented
Optimal dialogue
Lifetime value

8. In kaart brengen van de ambities
In 4 steps optimal data orchestration
Audience
building
Single point of
truth
Predictive
marketing
Realtime
insights
Implementatio
n
Marketing
automation
Data access
CXO
Data Driven
content
Personalisatio
n
Attribution-
modelling
Customer
loyalty
Marketing
automation
360º customer
view
Visualisation

9. In 4 steps optimal data orchestration
Implemented tools & systems
Advertising & promotie Content & Experience Social & Relationships Commerce & Sales Data Management
Mobile Marketing
Display & Programmatic Ads
Search & Social Ads
Native/Content Ads
Video Ads
Print PR
Mobile Apps
Interactieve content
Video E-mail
Contentmarketing
Optimalisatie, Personalisatie &
Testing
DAM & MRM SEO
Marketing Automation &
Campaign / Lead Management
CMS & Web Experience
Management
Events, meetings & webinars
Social Media Marketing &
Monitoring
Influencers Feedback & chat
Customer experience, service &
success
CRM
Call Analytics &
Mngment
ABM
Loyalty & Referrals
Community & reviews
Retail & Proximity Marketing
Channel, Partner & Local Marketing
Sales Automation, Enablement &
Intelligence
Affiliate Marketing & Management
Ecommerce Marketing
Ecommerce Platforms & Carts
Audience / Market Data & Data
Enhancement
Marketing Analytics, Performance &
Attribution
Mobile & Web Analytics
Dashboards & Data Visualisatie
Business / Customer Intelligence &
Data Science
DMP Predictive Analytics
iPaaS, Cloud/Data Integratie & Tag
Management
Customer Data Platform
Talent Management
Product Management
Budgeting & Finance
Samenwerking(en)
Projecten & Workflow
Agile & Lean Management
Vendor Analysis

10. From requirement to user story
In 4 steps optimal data orchestration

11. Measurement plan & Implemention
Measure the website and customer journey

12. In 4 steps optimal data orchestration
Data integration: Example CRM & Google Analytics
Offline Online
Key

13. Integration
Gather and transform in een Data warehouse
Data warehousing
Data
warehouse

14. In 4 steps optimal data orchestration
Data quality is key, continuously!

15. Data Enrichment
How to manipulate incoming data and create the perfect dataset for
your organisation

16. © 2018 Tealium Inc. All rights reserved. | 16
1
Integration
Distribute and sync Persona data with
vendors via APIs, File Transfer and Tags.
3
Attributes
Transforming the event data into enriched
user level data, defines the user and
provides a stateful profile to the ecosystem.
5
Events
Datasources stream events from across and
user experiences and touchpoints.
2
Audience
Real time triggers to distribute actions and
data about the user. Fundamental to data
orchestration as key lifecycle changes drive
updates.
4
DataLayer
Standardize all inbound data into vendor and
service independant taxonomy and
terminology. Enables business users to
understand and manage data.
Layers of Data Orchestration

17. © 2018 Tealium Inc. All rights reserved. | 17
1
Integration
Distribute and sync Persona data with
vendors via APIs, File Transfer and Tags.
3
Attributes
Transforming the event data into enriched
user level data, defines the user and
provides a stateful profile to the ecosystem.
5
Events
Datasources stream events from across and
user experiences and touchpoints.
2
Audience
Real time triggers to distribute actions and
data about the user. Fundamental to data
orchestration as key lifecycle changes drive
updates.
4
DataLayer
Standardize all inbound data into vendor and
service independant taxonomy and
terminology. Enables business users to
understand and manage data.
Layers of Data Orchestration

18. © 2018 Tealium Inc. All rights reserved. | 18
1
Integration
Distribute and sync Persona data with
vendors via APIs, File Transfer and Tags.
3
Attributes
Transforming the event data into enriched
user level data, defines the user and
provides a stateful profile to the ecosystem.
5
Events
Datasources stream events from across and
user experiences and touchpoints.
4
DataLayer
Standardize all inbound data into vendor and
service independant taxonomy and
terminology. Enables business users to
understand and manage data.
Layers of Data Orchestration
Audience
Real time triggers to distribute actions and
data about the user. Fundamental to data
orchestration as key lifecycle changes drive
updates.
2

19. © 2018 Tealium Inc. All rights reserved. | 19
1
Integration
Distribute and sync Persona data with
vendors via APIs, File Transfer and Tags.
3
Attributes
Transforming the event data into enriched
user level data, defines the user and
provides a stateful profile to the ecosystem.
5
Events
Datasources stream events from across and
user experiences and touchpoints.
4
DataLayer
Standardize all inbound data into vendor and
service independant taxonomy and
terminology. Enables business users to
understand and manage data.
Layers of Data Orchestration
Audience
Real time triggers to distribute actions and
data about the user. Fundamental to data
orchestration as key lifecycle changes drive
updates.
2

20. © 2018 Tealium Inc. All rights reserved. | 20
1
Integration
Distribute and sync Persona data with
vendors via APIs, File Transfer and Tags.
3
Attributes
Transforming the event data into enriched
user level data, defines the user and
provides a stateful profile to the ecosystem.
5
Events
Datasources stream events from across and
user experiences and touchpoints.
4
DataLayer
Standardize all inbound data into vendor and
service independant taxonomy and
terminology. Enables business users to
understand and manage data.
Layers of Data Orchestration
Audience
Real time triggers to distribute actions and
data about the user. Fundamental to data
orchestration as key lifecycle changes drive
updates.
2

21. Name: Megan Smith
Address: Liverpool
Email: megan@gmail.com
Customer ID: 123456789
Comms Preference: Email
Channel Favourite: Social
Device Favourite: Mobile
Tracking Consent: Opt In All
Referral Source: Facebook
…..
+ Cross channel IDs
+ Derived insights
+ Scoring
+ Channel history
+ Historical data
Customer Profile
Persistent Customer Profiles
Anonymous > Known; Complete & Real-time
Mobile Favourite
Low Value Customer
Engaged
LTV
Facebook Fan
Call Centre Enquiry
No Booking 90 days
Unknown
Campaign Responder
Customer
Destination Fan
High Value Prospect
Destinations Browsed Last X
Days
Privacy - Opt-in
Propensity to Convert
Cart Abandoner
Advocate
VIP Look-a-Like
NPS High
Upsell Fan
Behavioural / Derived Data

22. © 2018 Tealium Inc. All rights reserved. | 22
Transform and Enrich
Data Layer APIs and
Integrations
Create and Enrich Data
Act on Business Rules
Identity Resolution
Manage Audiences
Privacy and Governance
Event Data
Visitor Data
Transform and Enrich
● Work with Visit and Visitor-level Data
Raw event data contains the seeds of customer behaviour
insights, but that basic, building-block data needs to be
transformed into customer-level intelligence.
● Build Your Own Customer Attributes
Combine and enrich customer data however you want with
flexible tools.
● Create a Complete Customer View Across Touchpoints
Visitor Stitching functionalities provide the technical basis for
creating a single view of your customer using your own ID
resolution strategy.
● Close the Loop on Data Collection and Enrichment
Attributes should be automatically available in the website data
layer to leverage for personalisation, don’t settle for less!
© 2018 Tealium Inc. All rights reserved. | 22
Turn raw user data into customer profiles and insight

23. Data Analysing

24. In 4 steps optimal data orchestration
From campaign-by-campaign to one single point of truth
Offline
campaigns
Call center
Customer
Loyalty
Program
Store Data
Web
Analytics
Online
Marketing
Analytics
Data
Management
SPOT
Single Point of
Truth
Dashboards Reportings
Analysis Controlling
Business intelligence tools

25. In 4 steps optimal data orchestration
Data to insights
Funnel analysis Datadriven
persona’s
Forecasting &
dicover trends
Customer journey
mapping

26. ➜ Data driven persona’s: Based on your data, try
creating one or more data driven persona’s
91% of consumers prefer platforms that recognizes them, and
uses these insights to show relevant content. (source:
Accenture Pulse research).
End user focused
Increase relevance for end user
Marktaandeel
in Europa

27. ➜ Customer journey mapping find out how your
customers navigate through your platforms..
➜ Optimalise the Customer Journey Experience
Enduser focused
Optimalise on- en offpage customer
journey

28. Data Activation

29. © 2018 Tealium Inc. All rights reserved. | 29
1
Integration
Distribute and sync Persona data with
vendors via APIs, File Transfer and Tags.
3
Attributes
Transforming the event data into enriched
user level data, defines the user and
provides a stateful profile to the ecosystem.
5
Events
Datasources stream events from across and
user experiences and touchpoints.
4
DataLayer
Standardize all inbound data into vendor and
service independant taxonomy and
terminology. Enables business users to
understand and manage data.
Layers of Data Orchestration
Audience
Real time triggers to distribute actions and
data about the user. Fundamental to data
orchestration as key lifecycle changes drive
updates.
2

30. © 2018 Tealium Inc. All rights reserved. | 30
1
Integration
Distribute and sync Persona data with
vendors via APIs, File Transfer and Tags.
3
Attributes
Transforming the event data into enriched
user level data, defines the user and
provides a stateful profile to the ecosystem.
5
Events
Datasources stream events from across and
user experiences and touchpoints.
2
Audience
Real time triggers to distribute actions and
data about the user. Fundamental to data
orchestration as key lifecycle changes drive
updates.
4
DataLayer
Standardize all inbound data into vendor and
service independant taxonomy and
terminology. Enables business users to
understand and manage data.
Layers of Data Orchestration

31. © 2018 Tealium Inc. All rights reserved. | 31
Collect Standardize Transform and Enrich Integrate Activate
Data Layer APIs and
Integrations
Vendor Data getting sent back to the collection device
Create and Enrich Data
Act on Business Rules
Identity Resolution
Manage Audiences
Privacy and Governance
Event Data
Visitor Data
Integrate & Activate
Activate data to drive insights, empower teams and power customer experiences
● Syndicate Data / Activate Your Teams
Empower your internal teams with a consistent set of
audiences and personalisation data to fuel their omni-channel
campaigns and experiences.
● Connect the data to best-of-breed tools
The more places your data is connected, the more value can
be driven from that data. Make sure that you can cater both
client and server-side integrations with your tools to power a
more comprehensive data supply chain.
● Feed Enterprise Data Warehouses (EDW) and Data Lakes
Deliver real-time, pre-cleansed and pre-correlated data to
your OWN data infrastructure e.g. via Pub/Sub Topics or raw
files.
● Data Science
The future is Machine Learning ready! Look for tools that can
support multiple data formats for data science purposes and
to fuel your machine learning strategy
© 2018 Tealium Inc. All rights reserved. | 31

32. © 2018 Tealium Inc. All rights reserved. | 32
Q&A

33. © 2018 Tealium Inc. All rights reserved. | 33
DATA DRIVEN DIGITAL MARKETING
Thank You