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given to the alignment of people, processes and technology with the primary purpose of supporting marketing activities, both in and outside an organisation, in order to improve marketing effectiveness. Essentially it all comes down to how effective your marketing operations are.


Joining up campaign materials, especially in


large organisations, which typically have widely dispersed sales and marketing teams, is critical. Marketing operations enable marketers to monitor, maintain and measure their campaigns with a greater level of precision. As a result they can not only ensure campaigns stay compliant, on time and on budget, but also gain greater clarity on how they can optimise their assets. It also allows them to ensure they are continually targeting consumers with the right message, and improving the performance of their campaigns based on previous successes and interactions. Why is this important? Well, for one Teradata’s


Each interaction offers a new opportunity to build a deeper relationship


recent Data-Driven Marketing Survey revealed that 90 per cent of marketers believe individualised marketing is the future. When you add that to the fi ndings of a recent report we conducted with Celebrus Technologies, which saw 63 per cent of consumers across every age group state they like to receive personalised offers, while only 24 per cent of brands are actually delivering them, the need for retailers to up their game becomes clear. If you invest in the right process which


enables you to personalise your campaigns, you need to make sure that these one-to-one interactions are meaningful. Your ability to create and deliver them lies in how your department is structured. Whilst you might have created the best email campaign around, rooted in insight, if it is not in line with your other activity its impact will fall fl at.


That’s far from the personalised experience


customers expect, or deserve. Remember, customers are no longer channel-loyal. They move around in very different ways. You need to understand these behaviours and be willing to constantly adapt. Your data will enable you to recognise and pinpoint what the key ‘moments of truth’ are in their customer journey, but it’s the insight you glean from their behaviours that will determine whether or not you are able to reach them effectively. Marketing operations provides you with the clarity and means through which to activate the right campaigns at the right moment. However, it’s not a case of simply investing in


technology. For marketing operations solutions to be truly effective, businesses need to look carefully at how they are structured. Technology may help to break down disparate silos, but unless there is a willingness to adapt, the fl ow of information won’t be smooth or consistent. That said, improving marketing operations allows each team member to fully understand the function and role everyone plays in the creation and execution of these campaigns. This approach also enables teams to gain greater clarity on all the different aspects of the campaign which need to be appropriately executed, so that the customer is not left feeling confused or misled. For any business operating in today’s market,


the quest to understand more about your customer is a constantly evolving challenge. Each interaction offers a new opportunity to build a deeper relationship, but all this data is redundant if the brand fails to take action to implement the systems that will bring each department together seamlessly. The personalised approach is a priority for


customers, so it should be paramount for brands. The critical data is there for the taking. It’s now up to brands to ensure each insight is being shared and used to drive a rich experience and relationship. marketing.teradata.com


agenda the


View the agenda and register at fi garodigital.co.uk/conferences.aspx or call 020 7870 3380 36


issue 24 may 2015


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