To earn loyalty, marketers should avoid pitfalls and shift to a journey-centric culture to ensure everyone remains focused on creating a great experience that retains customers.

The ability to focus on customer journeys and reorient your organization around customer journeys is a great unlock for companies needing help progressing with their customer experience scores and programs. To be successful, organizations need to decide to embrace journey-centricity.

Customer journeys provide marketers with key insights about the customer’s intent at the macro level as well as the micro level: what are they trying to do and also the context, the touch points, the channels and the location that they are in as they are trying to accomplish these goals.

You’ll also get insights on the emotion behind those interactions, the level of engagement, the sentiment and intent, context and emotion together. A journey-centric approach helps marketers understand and focus on what customers want and uses that to deliver exceptional customer experiences and business results. 

Join Andy Gremett, director of product marketing at Treasure Data, and guest speaker Joana de Quintanilha, VP, and principal analyst at Forrester, in their informative MarTech session as they share perspectives and learnings on how you can transform customer journeys for better CX and results.

After this session, you’ll be able to draw inspiration from companies that have used customer journeys to improve personalized experiences and engagement outcomes, show which operational levers to pull for a journey-centric approach and list the technologies required to facilitate connected customer journeys.

Watch the session today and apply the three advantages of focusing on journey-centricity to help you give your customers what they want.

The post 3 reasons why you need to embrace journey-centricity appeared first on MarTech.

Brands are struggling to provide a frictionless, personalized experience across the customer journey at a time when loyalty is everything. This is mainly because data about your customers often resides in many different and disconnected sources.

To gain access to real-time insight and achieve a single view of each customer, Trifecta, a subscription meal service, invested in a consumer data platform (CDP). 

The Treasure Data CDP allowed Trifecta to unify data across 14 systems, analyze the customer journey and leverage multitouch attribution models. Having data all in one place in real-time, the meal subscription company can now deliver a tailored customer experience encompassing health-conscious meal plans and workout recommendations via its smart CDP.

The Trifecta team transforms data insights into actionable, tailored messaging and content, and incorporates those insights into its multi-channel marketing plan–from SEO to Facebook ads to email.

Join Trifecta’s program management lead, Kyle Pate and senior director of marketing, Nery Solano and Tom Treanor, CMO at Treasure Data, in an engaging MarTech session to learn more about this approach.

You’ll get real-world insight into how to unify customer data across multiple disconnected silos, turn data insights into a competitive advantage and understand how better data enables cultural changes around marketing.

Tune in to the session here and take the next step to power your customers’ experiences at scale across your entire organization.

The post Activate customer data by using real-time insights across multiple channels appeared first on MarTech.

Nothing brings people together like watching their national team compete on the world’s stage. The excitement unites a diverse set of fans, each with their own stories to be told.

In the martech world, a tool unites customer data just like fans at a national sporting event: a Customer Data Platform (CDP). A database often used by marketers and CX teams to ingest customer data from relevant platforms and channels, CDPs provide a single, unified view of your customer.

The U.S. Soccer Federation was looking for a solution to revamp its antiquated digital infrastructure, including an outdated website, lack of mobile app and plenty of tedious, manual tasks to keep track of customer data. Before investing in Treasure Data’s CDP solution, U.S. Soccer mapped out three business challenges:

1. Create a mobile-first experience, including a robust, personalized mobile app and tailor its website for mobile device traffic.
2. Achieve a 360-view of the customer and keep that data in one place to ensure each customer has their own ID/profile for business intelligence and personalized marketing campaigns.
3. Create an infrastructure that scales. As a small organization with millions of fans, U.S. Soccer needed the technology to deliver personalized but automated campaigns, including:
   • Tracking account status (active, lapsed, renewal date, upgrade amount, etc.)
   • Creating a digital hub for users to manage their account
   • Building journey orchestration and personalization

To learn more about why U.S. Soccer decided to invest in Treasure Data’s CDP to address the above challenges and more, join Ross Moses, senior director of analytics and insights at U.S. Soccer Federation, and J.T. Wash, senior account executive at Treasure Data, in their informative MarTech session. 

This exciting, data-rich case study highlights how U.S. Soccer improved its fan experience and increased member loyalty by creating a unified view of its customer journey. 

After this session, you’ll be able to:

• Understand how a CDP can help you optimize your marketing efforts
• Identify opportunities in your business to increase LTV and customer loyalty
• Create a unification strategy that breaks down data silos and drives meaningful insights about your customers

Register and attend the session here and learn how to drive relevant, real-time customer experiences throughout the entire customer journey with a CDP.

The post U.S. Soccer unifies the fan experience with Customer Data Platforms appeared first on MarTech.

Marketers currently using Customer Data Platforms (CDPs) consider these platforms nearly as valuable as CRMs and DMPs when it comes to wringing value out of their customer data. That’s according to a survey of U.S. marketers using CDPs in companies with more than $500M of revenue annually, which was undertaken in July and August by Advertiser Perceptions and sponsored by Treasure Data.

Treasure Data CMO Tom Treanor and Stuart Schneiderman from Advertiser Perceptions shared the survey results in a session at the MarTech conference recently.

The results provide very interesting insights into how marketers currently using CDPs view the technology: what they’re relying on it for, how it fits into their stacks and what value it provides.

CDP use cases

The most common use cases for CDPs, the survey found, were to personalize digital campaigns (63%), to unify customer data (63%), and to assist in mapping out the customer journey/experience (60%). Not far behind were to report on campaign performance and ROI (59%), to build and maintain targetable audience segments (58%), and to extract actionable customer segments (56%).

“CDP is on the hook for a lot of various critical use cases,” noted Schneiderman. “Certainly one of the critical use cases is data unification, bringing together customer data from various sources and platforms. And then once you get beyond that critical use case, then it’s about driving better sales communication, aligning with customer journeys, greater reporting and measurement and also driving advanced insights.”

CDP benefits

When it comes to meeting those critical use cases and driving needed improvements, the respondents found CDPs provided the most improvements when it comes to organizing customer data and allowing it to be acted upon.

The study found that most users were “satisfied” or “very satisfied” with their CDPs, and Schneiderman noted that breaking down the data further revealed that marketers who’d been using their CDP for more than 2 years were more likely to report being “very satisfied.”

“It’s taking up to that two-year mark to really drive the strongest of satisfaction versus just being satisfied,” said Schneiderman. He and Treanor suggested that it may take a certain time commitment for marketers to learn how best to use the technology and begin realizing the greatest value from the solution.

Schneiderman said the study then sought to determine what, other than the length of usage time of CDPs, was driving these highest satisfaction levels.

“What’s striking, notes Schneiderman, “is that those who were able to make significant strides in data ingestion across multiple sources are much more likely to be very satisfied. Those who are opening that data up to other systems are much more likely to be very satisfied.” Those aligning their data to the customer journey and doing more cross-channel customer journey orchestration were also more likely to be satisfied.

CDP efficiencies

One benefit businesses may be seeking to realize — eliminating staffers that are currently manually manipulating that data — may not be realistic. But the survey respondents did say their current employees are able to be more efficient.

Watch the on-demand version of the MarTech session for more.

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