Brent Burgess Head of Digital and Marketing Technology
Enabling cross channel marketing through data May 2017
14 Brands 5 Countries
Ambition Digital Transformation Customer’s New offerings, Data Hearts and right channel, Minds right time Products and Services
The Challenge Brands operating as separate businesses Multiple marketing stacks 32 policy administration and claims platforms Multiple customer master platforms Data agility
The Approach Data
Data Onsite - Offsite Targeting Adtech Direct Marketing Personalisation Martech Marketing Data Layer
Data Enterprise Data Hub Contact & Response History Marketing Data Layer External Public Views + Customer System Analytical of Record Source Record Systems + Context Brand Specific NRMA Onsite - Offsite Targeting Personalisation Detailed data CAR Contact History Direct Marketing
My First Car - A Customer Journey
My First Car – A Customer Journey Research Purchase Customer 1 3 6 8 10 12 Display Ad Web Email App SMS Direct Mail Microsite Email SMS Direct Mail Phone Social Web 7 2 4 11 13 5 9
Q&A Brent Burgess Head of Digital and Marketing Technology Anthony Marquette Marketing Automation Platform Lead
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