Collaboration across teams and “systems” is a key driver of success, and we were thrilled to hear from our member companies Schneider, Mercury Marine, SAP, and enosix at our Marketing Analytics: Using Real-Time Data to Optimize Campaigns and Measure ROI event on August 9th. Their compelling stories highlighted the power of teamwork and real-time data in achieving remarkable results.
Danielle Thornton, Digital Marketing Manager, and Rob Turner, Web Developer Team Lead, at Schneider shared about their journey of creating personalized customer experiences. To do this, they stressed the importance of the “right message, right person, right place, right time.” This involves strategies such as cross-selling and upselling based on look-alike or past buyer journeys, running customer status campaigns for new or inactive accounts, targeting leads based on their propensity to convert, and engaging users throughout their buying journey. In addition, cross-departmental collaboration between marketing and technology/data departments was needed to bridge user engagement data with operational data. As a result, it created a win across marketing and technology/data teams, for the business, and for their customers!
Jamie Evans, VP of Marketing, and Kitty Torrison, Associate Director – Retail Marketing, from Mercury Marine shared insights on their target opportunity model, emphasizing the importance of leveraging data for effective marketing. They highlighted the value of a “Test and Learn” approach to continuously assess the business impact of marketing actions, setting both primary and secondary objectives, and integrating data with marketing strategies. They stressed that understanding data is as crucial as having data, advocating for cross-functional collaboration, and strong customer engagement to drive campaign success.
During our final member spotlight, participants heard from SAP’s Chris O’Hara, Head of Global Product Marketing: Planning, Analytics, Identity and Activation. Chris started off his presentation with an interesting fact: 82% of marketers believe they are meeting their CX expectations. However, in reality, only 10% of customers strongly agree that most brands deliver what they consider a “good experience”. Chris led the audience through what a “complete” data set should look like and mentioned that you cannot get a 360-degree look without marketing data, point of sale data commerce, and content data but it’s also a lot of backend ERP data. He noted that building an integrated platform is not simple. One tip is to remember the five V’s: Velocity, Variety, Veracity, Volume, and Value.
Following Chris’ presentation, we were joined by Gregory Butz, Chief Marketing Officer at enosix, with an Industry Expert presentation. He is a seasoned marketing expert known for his knack for turning business challenges into growth opportunities. Greg’s presentation walked participants through several mini-case studies and talked about what data to get and how to access data in those systems.
As an important staple in UWEBC sessions, meeting participants then split into small groups to learn from each other by discussing the ideas they just heard about and how they could incorporate them into their organizations. They shared their key takeaways with the broader audience so everyone could benefit from these peer learning sessions.
UWEBC members can view the full event recording and view presentations here.