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