1198: Leveraging Multiple Data Sources for Better Campaign Coordination w/ Aimee Irwin

WEBVTT 1 00:00:05.639 --> 00:00:10.429 Wouldn't it be nice to have several thought leaders in your industry know and Love 2 00:00:10.669 --> 00:00:15.910 Your brand? Start a podcast, invite your industries thought leaders to be guests 3 00:00:15.990 --> 00:00:21.109 on your show and start reaping the benefits of having a network full of industry 4 00:00:21.109 --> 00:00:31.339 influencers? Learn more at sweet phish MEDIACOM. You're listening to be tob growth, 5 00:00:31.780 --> 00:00:36.170 a daily podcast for B TOB leaders. We've interviewed names you've probably heard 6 00:00:36.170 --> 00:00:40.090 before, like Gary vanner truck and Simon Senek, but you've probably never heard 7 00:00:40.170 --> 00:00:44.409 from the majority of our guests. That's because the bulk of our interviews aren't 8 00:00:44.409 --> 00:00:48.969 with professional speakers and authors. Most of our guests are in the trenches leading 9 00:00:49.009 --> 00:00:53.840 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 10 00:00:53.920 --> 00:00:58.399 building the fastest growing BEDB companies in the world. My name is James Carberry. 11 00:00:58.439 --> 00:01:02.000 I'm the founder of sweet fish media, a podcast agency for BB brands, 12 00:01:02.119 --> 00:01:04.230 and I'm also one of the CO hosts of this show. When we're 13 00:01:04.269 --> 00:01:08.109 not interviewing sales and marketing leaders, you'll hear stories from behind the scenes of 14 00:01:08.189 --> 00:01:11.790 our own business. Will share the ups and downs of our journey as we 15 00:01:11.829 --> 00:01:18.230 attempt to take over the world. Just getting well? Maybe let's get into 16 00:01:18.230 --> 00:01:26.340 the show. Welcome back to be tob growth. I'm Logan lyles with sweet 17 00:01:26.379 --> 00:01:29.540 fish media. Today I'm joined by amy or when. She is the vice 18 00:01:29.620 --> 00:01:34.170 president of strategy over at experience. Amy, how's it going today? Great. 19 00:01:34.209 --> 00:01:37.730 Thank you for having me. Absolutely I am really excited to chat with 20 00:01:37.810 --> 00:01:41.409 you. It is the week before Christmas. As we are recording this, 21 00:01:41.530 --> 00:01:45.930 folks are probably listening to this in the midst of their holiday break, but 22 00:01:46.049 --> 00:01:49.159 for right now I am enjoying a great day as well. Any we're going 23 00:01:49.159 --> 00:01:53.480 to be talking about keeping customers at the heart of your marketing campaigns and and 24 00:01:53.680 --> 00:01:57.480 really tactically and strategically what that means as we start to unpack that our conversation 25 00:01:57.640 --> 00:02:00.799 today. Before we do, though, amy, I would love for you 26 00:02:00.840 --> 00:02:02.670 to kick us off with a little bit about your background and what you and 27 00:02:02.790 --> 00:02:07.829 your team at experience or up to these days. Great. Sure, I 28 00:02:07.989 --> 00:02:14.550 lead strategy and partnerships at experience and my team helps experience really think about the 29 00:02:14.550 --> 00:02:19.020 future, think about we or we should be investing to help our clients grow, 30 00:02:19.939 --> 00:02:24.620 and a lot of that comes down to identity, digital and some a 31 00:02:24.740 --> 00:02:30.569 lot of the new forms of channels to communicate with customers like, for example, 32 00:02:30.569 --> 00:02:34.889 advanced TV. So we work a lot in those areas. We look 33 00:02:34.930 --> 00:02:39.330 for new data set and we help our sales team and executive think about think 34 00:02:39.370 --> 00:02:44.210 about where we should be going next, and then we also forged sports partnerships 35 00:02:44.560 --> 00:02:46.319 to help us get there. I love it. So let's dive right in. 36 00:02:46.479 --> 00:02:50.080 Amy. One of the things you and I were talking about a little 37 00:02:50.080 --> 00:02:53.599 bit offline is this common theme that we've heard from our guests about, you 38 00:02:53.680 --> 00:02:58.439 know, keeping customers at the heart of every marketing strategy. Tactically. I 39 00:02:58.520 --> 00:03:01.830 think you've got some good things to share about different types of data that allow 40 00:03:01.870 --> 00:03:06.990 you to actually tactically do that and how they work together. Can can you 41 00:03:07.110 --> 00:03:09.590 kick us off there as we kind of Geek out on some data strategy? 42 00:03:09.669 --> 00:03:14.020 Sure, sure, and I'll give you a little background on the Division that 43 00:03:14.379 --> 00:03:17.740 I work in and experience. A lot of people recognize experience as a credit 44 00:03:17.780 --> 00:03:22.219 bureau. We have we are a marketer, we have adds on TV. 45 00:03:22.860 --> 00:03:28.689 My Division really helps brand marketers leverage the power of data and technology to make 46 00:03:28.729 --> 00:03:32.689 the right marketing decisions and better understand and connects with consumers. So, while 47 00:03:32.729 --> 00:03:37.770 many marketers have first party data, to really have US three hundred sixty view 48 00:03:37.889 --> 00:03:40.250 the customer, you to augment that with Third Party data, and that's where 49 00:03:40.289 --> 00:03:45.560 experience comes in. We help brands connect disparate data sets, both First Party 50 00:03:45.599 --> 00:03:50.080 and third party, to better understand consumers and create a single customer identity or 51 00:03:50.199 --> 00:03:53.960 customer review, which has a number of applications in the world today. So 52 00:03:53.080 --> 00:03:59.469 you asked about First Party Datas third party data and how how we think about 53 00:03:59.469 --> 00:04:03.030 that. Well, as you mentioned, customers really need to be at the 54 00:04:03.110 --> 00:04:09.990 heart of every marketing strategy and get First Party data is certainly critical to that. 55 00:04:10.300 --> 00:04:14.060 So a brand marketer and that comes in different forms. If you're a 56 00:04:14.139 --> 00:04:16.100 retailer, you have a lot of different touchpoints with a consumer. You they 57 00:04:16.139 --> 00:04:20.019 have a loyalty program that has an APP that consumers are interacting with. You 58 00:04:20.180 --> 00:04:25.170 have in store visits. You probably have an email list, you have a 59 00:04:25.329 --> 00:04:29.649 website. You maybe also fell directly on your website as well as in your 60 00:04:29.689 --> 00:04:32.769 stores. You could transaction dating, you make a catalog and do direct mail. 61 00:04:32.810 --> 00:04:36.370 There's a lot of different interactions. People are interacting with retellers every day. 62 00:04:36.730 --> 00:04:41.480 If you're if you're on a manufacture. People buy cars every three or 63 00:04:41.519 --> 00:04:45.439 four or five years, sometimes so so you get much fewer touch points to 64 00:04:45.560 --> 00:04:47.439 the consumers. So you're going to rely a lot more on that third party 65 00:04:47.480 --> 00:04:51.560 data if you're an a manufacturer. But if you're a retailer, you're still 66 00:04:51.639 --> 00:04:55.550 going to be a need to bring in that their party data to get a 67 00:04:55.629 --> 00:05:00.670 complete view of your customer and really understand that customer across a all the different 68 00:05:00.750 --> 00:05:04.949 channels that that the consumers are interacting with. So if you think about today 69 00:05:04.990 --> 00:05:13.579 versus twenty years ago, consumers are interacting with content, consuming content on on 70 00:05:14.459 --> 00:05:19.860 computers, on mobile phones, on televisions and oftentimes sometimes even at the same 71 00:05:19.899 --> 00:05:26.129 time. So to understand who that customer is and all there's that, all 72 00:05:26.250 --> 00:05:30.050 that digital footprints that they're that they're all those little footprints that they're leaving and 73 00:05:30.209 --> 00:05:35.040 connect the dots can be very challenging and that's that's really sort of that's where 74 00:05:35.040 --> 00:05:38.839 we come in. Yeah, absolutely. I mean you point out some some 75 00:05:39.040 --> 00:05:43.160 good examples. They're depending on your target market, depending on your industry. 76 00:05:43.879 --> 00:05:46.680 That makes a first and third party data might be different, but you make 77 00:05:46.720 --> 00:05:50.670 a good point that they can really serve to be complementary. You know, 78 00:05:51.069 --> 00:05:55.750 as I talked to a lot of marketing teams aimy, it seems like, 79 00:05:56.149 --> 00:05:59.829 you know, the the brand team is is focused on one thing. The 80 00:05:59.949 --> 00:06:04.699 digital team often has a lot of that that data that can be leverage, 81 00:06:04.819 --> 00:06:10.860 but sometimes there's not that connection between the digital team and the brand team. 82 00:06:11.180 --> 00:06:15.420 But I'd love to hear your thoughts on what you see effective marketing teams doing 83 00:06:15.500 --> 00:06:17.300 to kind of bridge that gap so that, you know, the data can 84 00:06:17.420 --> 00:06:24.370 inform what the brand team is doing and across digital content and brand the teams 85 00:06:24.410 --> 00:06:28.529 can work together to, you know, leverage data and be more effective as 86 00:06:28.569 --> 00:06:31.329 they, you know, produce content put it out there for top, bottom, 87 00:06:31.529 --> 00:06:35.319 middle of the funnel, everywhere within everything that they're doing so many things 88 00:06:35.360 --> 00:06:38.639 at once, it seems like with most of the teams I talked to. 89 00:06:39.279 --> 00:06:43.120 Yeah, absolutely, and you know that's a good point. It's there. 90 00:06:43.199 --> 00:06:47.230 Certainly is a brand marketing team and a digital marketing team, but it's not 91 00:06:47.430 --> 00:06:50.829 just those two teams these days. It's also the e commerce team and the 92 00:06:50.949 --> 00:06:56.589 mobile APP product team. All of those teams have to be working together to 93 00:06:56.829 --> 00:07:02.100 create the customer experience across up all the different channels. Some mobile mobiles really 94 00:07:02.139 --> 00:07:05.500 shifted the way that people live their lives. As you, as you probably 95 00:07:05.500 --> 00:07:09.819 if experienced, were who we seem to be a touch store, mobile phone 96 00:07:10.379 --> 00:07:15.769 and you can purchase products, watch videos, research, research information and communicate 97 00:07:15.810 --> 00:07:21.129 all from this in a very small device. And brands need to have have 98 00:07:21.250 --> 00:07:29.410 a strong connection with customers via mobile and an implement coordinated campaigns across devices and 99 00:07:29.569 --> 00:07:34.120 channel. So whether that's direct mail, TV, mobile and and and desktop 100 00:07:34.240 --> 00:07:39.560 display, so that touches more than just, you know, just the marketing 101 00:07:39.600 --> 00:07:43.279 team. That touches, you know, the product teams that developed the mobile 102 00:07:43.319 --> 00:07:47.069 APP as well as as well as your ECOMMERCE teams. So having all those 103 00:07:47.110 --> 00:07:53.110 teams interact with the customer, working together to ensure that they're providing a consistent 104 00:07:53.189 --> 00:07:58.069 customer experience is critical, and then also making sure that all those teams are 105 00:07:58.230 --> 00:08:05.579 collecting, the collecting and aggregating that data in one place so that you know 106 00:08:05.980 --> 00:08:09.339 that customer, you know ABC, has already been to a mobile APP and 107 00:08:09.500 --> 00:08:15.329 research something when they then land on your website to you can you can give 108 00:08:15.410 --> 00:08:18.689 them a more tailored experience. It's going to be more relevant to them because 109 00:08:18.689 --> 00:08:22.290 it really comes down to relevancy. If you can't be relevant, it's going 110 00:08:22.329 --> 00:08:30.079 to be very hard to get your customers attention. Imagine it, a spreadsheet 111 00:08:30.120 --> 00:08:33.840 filled with rows and rows of your sales enablement assets. You've devoted two years 112 00:08:33.879 --> 00:08:39.360 or organizing this masterpiece, only for it to stop making sense. This was 113 00:08:39.480 --> 00:08:43.429 Chad tribut goes reality. As the head of sales enablement at D, a 114 00:08:43.509 --> 00:08:48.269 linkedin company, he's responsible for instilling confidence in his sales reps and arming them 115 00:08:48.350 --> 00:08:52.509 with the information they need to do their jobs. However, when his glorious 116 00:08:52.509 --> 00:08:56.379 spreadsheet became too complex, he realized he needed a new system. That's when 117 00:08:56.460 --> 00:09:00.899 Chad turned to guru. With Guru, the knowledge you need to do your 118 00:09:00.940 --> 00:09:05.379 job finds you. Between Guru's Web interface, slack integration, mobile APP and 119 00:09:05.539 --> 00:09:11.889 browser extension. Teams can easily search for verified knowledge without leaving their workflow. 120 00:09:11.250 --> 00:09:16.009 No more siload or staled information. Guru acts as your single source of truth. 121 00:09:16.450 --> 00:09:20.690 For Chad, this meant glent sales reps were left feeling more confident doing 122 00:09:20.730 --> 00:09:26.080 their jobs. See why leading companies like glint, shopify, spotify, slack 123 00:09:26.240 --> 00:09:33.000 and more are using guru for their knowledge management needs. Visit BB growth dot 124 00:09:33.200 --> 00:09:39.350 get gurucom to start your thirty day free trial and discover how knowledge management can 125 00:09:39.429 --> 00:09:45.750 empower your revenue teams. Yeah, absolutely. I mean it's not only do 126 00:09:45.830 --> 00:09:48.070 I love, you know, free to day shipping and now free one day 127 00:09:48.149 --> 00:09:52.940 shipping, often times from Amazon, but the the their ability to show me 128 00:09:54.100 --> 00:09:58.299 things that are relevant to make holiday shopping easier because I look at something and 129 00:09:58.620 --> 00:10:03.299 finding other things that are related or suggested, you know, are oftentimes they're 130 00:10:03.500 --> 00:10:07.409 making my customer experience better and therefore, you know, more relevant, which 131 00:10:07.450 --> 00:10:11.009 is improving my customer experience. And so, as you mentioned, just being 132 00:10:11.090 --> 00:10:16.450 attached to our devices and the other things that we're doing. As consumers ourselves, 133 00:10:16.809 --> 00:10:20.919 can see that playing out. You know this aggregating data across multiple functional 134 00:10:22.000 --> 00:10:26.679 roles and coordinating multi channel campaigns. It seems like you know that coordination of 135 00:10:26.720 --> 00:10:33.440 data, content and there and the actual efforts to execute those campaigns across multiple 136 00:10:33.480 --> 00:10:37.710 teams is something that, you know, just about every marketing team I talked 137 00:10:37.750 --> 00:10:39.990 to knows that they should be doing. Can you speak to some of the 138 00:10:41.110 --> 00:10:46.509 specific challenges that are holding some marketing teams back from being able to, you 139 00:10:46.590 --> 00:10:50.899 know, more effectively leverage the data across these functional groups run coordinated campaigns and 140 00:10:52.220 --> 00:10:56.100 what you see some successful teams doing to overcome some of those challenges a me 141 00:10:56.659 --> 00:11:01.740 absolutely a lot of those challenges come down to identity. Brand marketers need to 142 00:11:01.860 --> 00:11:07.370 connect the connected dots from all those different channels and all their efforts. So 143 00:11:07.929 --> 00:11:13.529 we had experience are up actually helping brand bridge mobile to other digital and offline 144 00:11:13.570 --> 00:11:18.679 attributes to help help uncover that you know to be sixty degree customer review, 145 00:11:20.080 --> 00:11:24.279 which will lead up to more effective marketing campaigns and campaigns to cross all channels. 146 00:11:24.399 --> 00:11:28.799 So we talked about how people consume information on more devices and channels than 147 00:11:30.200 --> 00:11:35.710 ever before and in each of those channels creates that digital that digital footprint, 148 00:11:35.269 --> 00:11:39.470 and while each so for it's important, it's only one piece of the puzzle. 149 00:11:39.590 --> 00:11:43.149 So you need to understand the full picture and that requires a tremendous amount 150 00:11:43.149 --> 00:11:46.429 of data, often coming from multiple sources, as you just as you just 151 00:11:46.629 --> 00:11:50.580 noted, the pro colliberation of devices of Fort has forged need for marketers to 152 00:11:50.659 --> 00:11:56.379 improve that. Really their identity management practices about our understand their consumers and deliver 153 00:11:56.539 --> 00:12:01.409 those relevant messages across those channels. We had experienced recently launched farm marketing connect 154 00:12:01.529 --> 00:12:05.769 platform or helps businesses manage a wide range of data types and sources, as 155 00:12:05.850 --> 00:12:11.370 well as remain compliant with privacy stand verbs. So this platforms actually based on 156 00:12:11.889 --> 00:12:16.720 experience experienced wide identity platform is developed by our centralized research and development group called 157 00:12:16.759 --> 00:12:22.840 Experience Data Lab, and they brought in Ai and machine learning to address all 158 00:12:22.039 --> 00:12:28.759 these identity challenges. We recently launched this and we have we have a number 159 00:12:28.759 --> 00:12:31.629 of clients using it. I can't say specific names, but I will say 160 00:12:31.669 --> 00:12:37.389 that one example as a retailer that was able to identify an audience to target, 161 00:12:37.470 --> 00:12:41.070 leveraging both our experience data as well as their internal data. So they'll 162 00:12:41.110 --> 00:12:45.779 take their internal data on a specific customer set that would be, say, 163 00:12:46.500 --> 00:12:50.179 interested in buying children's clothing, and then we'll take that data and model at 164 00:12:50.179 --> 00:12:54.580 based on our audiences, they can get a much bigger audience of to target. 165 00:12:56.019 --> 00:12:58.370 They would target that audience through addressable TV, with messaging to commence so 166 00:12:58.450 --> 00:13:03.210 our stores about a sale they're having on children's clothing. They would follow up. 167 00:13:03.210 --> 00:13:09.090 Then we digital and mobile messages targeted too that same audience in those digital 168 00:13:09.169 --> 00:13:13.240 environments, which of course requires that identity connection. And then and then leverage 169 00:13:13.360 --> 00:13:18.399 location be to the measure whether those those individuals actually visited one of their stores, 170 00:13:18.879 --> 00:13:26.200 and that's that's that's an example of a multi channel effort. Some channels 171 00:13:26.240 --> 00:13:31.509 are easier to to coordinate than others. It's much harder to do in channels 172 00:13:31.549 --> 00:13:35.950 where where you have you can't identify the consumer as much, but with digital, 173 00:13:35.110 --> 00:13:39.190 mobile and addressable TV, which TV is becoming much more addressable, much 174 00:13:39.190 --> 00:13:43.580 more data driven, you can have coordinated messages there and then you know, 175 00:13:43.700 --> 00:13:48.820 measure the results. That's both in terms of store visits and then ultimately transaction 176 00:13:48.940 --> 00:13:50.940 data. Yeah, I love that example. So we talked about some of 177 00:13:50.940 --> 00:13:56.330 the challenges and how folks are overcoming coordination. The other challenge I see with 178 00:13:56.529 --> 00:14:01.330 a lot of teams with their multi channel efforts is then measurement, tying back, 179 00:14:01.529 --> 00:14:05.169 you know, looking at performance and looking at okay, we where did 180 00:14:05.250 --> 00:14:07.809 this, you know, revenue actually come from? where? What things influenced 181 00:14:07.889 --> 00:14:11.759 then? And there are all sorts of attribution models we could you know, 182 00:14:11.919 --> 00:14:16.919 spends episodes and episodes on that. But as we wrap her amy, could 183 00:14:16.960 --> 00:14:20.279 you speak a little bit to some of the measurement challenges that marketing teams are 184 00:14:20.320 --> 00:14:24.669 facing and what they're doing to address those. You know, very similarly as 185 00:14:24.830 --> 00:14:28.870 you did to the coordination on the front end. Sure, absolutely. Yeah. 186 00:14:28.870 --> 00:14:33.590 If you can't, if you can't measure your campaigns are really a disadvantage 187 00:14:33.629 --> 00:14:39.340 because you really need to understand the Roy of your marketing dollars. And we 188 00:14:39.460 --> 00:14:43.779 also help help marketers with measurement because that also can come down, really come 189 00:14:43.820 --> 00:14:46.299 down to identity as well. When you think about what you really need to 190 00:14:46.379 --> 00:14:52.379 do is connect that exposure data, so you know the Pixel and who saw 191 00:14:52.460 --> 00:14:58.049 it, add on a computer or in addressable TV or on a mobile phone 192 00:14:58.970 --> 00:15:03.090 for direct mail piece, and then and then understand what effect then that had 193 00:15:03.529 --> 00:15:09.039 on on a purchase. And and I think measurement, I would say you 194 00:15:09.159 --> 00:15:13.919 know that there are there are companies that have that direct transaction data that's easier 195 00:15:13.039 --> 00:15:18.000 to link and then there's other you know, there's other companies that are, 196 00:15:18.120 --> 00:15:20.720 you know, one step removed and that was that measure of a comes a 197 00:15:20.799 --> 00:15:24.470 little bit more different, more difficult. In general, there's going to be 198 00:15:24.590 --> 00:15:28.830 challenges on the identic front unless you have a really strong identity partner to help 199 00:15:28.870 --> 00:15:33.549 you connect the dots on the exposures versus the versus the transactions. We've been 200 00:15:33.590 --> 00:15:39.460 a experience, been a safe haven matching partner for a lot of advertisers for 201 00:15:39.580 --> 00:15:41.620 many years. So we're able to take their first party data and put it 202 00:15:41.659 --> 00:15:46.940 into a safe, clean room, match it with, say, exposure data 203 00:15:46.980 --> 00:15:52.370 from the television providers and do it in a privacy friendly way where that data 204 00:15:52.409 --> 00:15:58.169 doesn't need to leave. It doesn't need to go from that first party then 205 00:15:58.409 --> 00:16:02.690 over to the you know, the media provider, and that's helpful there. 206 00:16:02.809 --> 00:16:04.679 That's helpful there to have that trusted their party to help you to that. 207 00:16:04.679 --> 00:16:11.679 Yeah, absolutely, coordination, measurement of privacy throughout the entire process again another 208 00:16:11.799 --> 00:16:15.399 topic that we could delve deeper into. We may have to have you out 209 00:16:15.480 --> 00:16:19.190 on again a me to go deeper there, because things are obviously have changed 210 00:16:19.389 --> 00:16:25.269 and are continuing to change on the Privacy Front as folks look to leverage their 211 00:16:25.309 --> 00:16:30.909 data to develop more effective marketing campaigns that are coordinated across channels that are more 212 00:16:30.990 --> 00:16:34.500 effectively measured on the back end. AIMY for now. If anybody listening to 213 00:16:34.580 --> 00:16:37.460 this would like to ask any follow up questions on you maybe go deeper on 214 00:16:37.539 --> 00:16:41.419 that topic a privacy or ask a follow up question on something that you touched 215 00:16:41.500 --> 00:16:45.580 on today, or just stay connected with you in the experience team. What's 216 00:16:45.620 --> 00:16:48.409 the best way for them to reach out? They can go to audiences at 217 00:16:48.450 --> 00:16:52.649 experiencecom. Easy enough. Well, amy, this has been a great conversation. 218 00:16:52.769 --> 00:16:56.250 Thank you so much for joining us on the show today. Thank you. 219 00:16:56.450 --> 00:17:00.720 Have a great day. We totally get it. We publish a ton 220 00:17:00.799 --> 00:17:04.079 of content on this podcast and it can be a lot to keep up with. 221 00:17:04.599 --> 00:17:08.759 That's why we've started the BTB growth big three, a no fluff email 222 00:17:08.839 --> 00:17:14.559 that boils down our three biggest takeaways from an entire week of episodes. Sign 223 00:17:14.599 --> 00:17:21.710 up today at Sweet Fish Mediacom big three, that sweetish Mediacom Big Three