Don’t Fear the Data

Alterian Presents at GBG Customer Day

Earlier this week, Alterian was invited to present at a GBG customer event. We met at the impressive Liverpool FC stadium to discuss the past, present, and future of marketing challenges as well as the technology that GBG and Alterian can both offer to breach these hurdles.

GBG, an Alterian partner, is a world leader in digital intelligence. As GBG would put it: “Through our fundamental belief that the digital economy relies on everyone having access to data they can trust, GBG enables companies and governments to fight fraud and cybercrime, to improve customer experience and to keep children and vulnerable adults safe.”

At Alterian, we also believe that data is fundamental to the modern economy, but must be secure. So, what does this mean? What are the implications of such widespread sharing of personal information?

PERSONALIZED DATA IN AN INCREASINGLY DIGITIZED ECONOMY

Did you know that over 200 billion emails are sent every five minutes across the world? Try differentiating yourself through that level of noise without help from an expert marketing technology partner. Data masters like GBG work tirelessly on the back end of your systems to optimize your records; however, these repositories are increasingly reliant on individuals to voluntarily share information about themselves. “In the digital world, we are continually defined by the data we share,” said David Green, Managing Director at GBG. While there are consumers who hesitate to openly share “personal” information, those who do are immediately rewarded with significantly tailored and improved customer experiences. In fact, the DMA has confirmed that the majority of  young people are willing to exchange personal data for improved customer service.

This younger demographic is defining a new expectation for the ways in which companies contact and communicate with their consumers. For example, one of our guests found that Millennials and Generation Z typically dislike lengthy phone calls and prefer to limit these conversations to 20 minutes and two main questions. In order to efficiently manage direct calls to customers and prospects like this, data intelligence companies like GBG help their users enter phone communication with consumer data already on hand, shortening call time by removing the need to exchange preexisting data.

TECHNOLOGY: CHANGES & CHALLENGES

Change QuoteBy mobilizing data to address major competitive advantages within markets, smaller players have the ability to disrupt industries and compete with the more traditionally known “big guys.” David Green gave examples of these “game changers” across industries including brands like Airbnb, Uber, 23 & Me, and Bitcoin. The greatest differentiator between these adaptive companies and the well-known giants is a dedication to increasing the power of the consumer.

As technology changes, consumers change, therefore marketers must also change. For most companies, the change occurs in that order and is very reactive. The successful brands mentioned above rise above the rest because they are proactive—analyzing trends, forecasting shifts, and trying to stay ahead of their customers, thus providing the best possible customer experience and ensuring brand satisfaction and loyalty.

THE MEDIA REVOLUTION

Devices have changed. We’re moving away from keystrokes, which means that marketers must fundamentally change the methods we use for tracking the movements of our consumers as well as the interfaces needed for efficiently collecting their data. For example, it’s not uncommon for users today to set up something like home insurance on their mobile device; given the typical use of mobile, people simply won’t be willing to spend 15 minutes typing pages upon pages of information. Now that most smartphones are touchscreen, UIs must instead utilize dropdown menus, predictive field completion, data sourcing, and other tactics to speed up and ease the entry process.

To further challenge your mind as a marketer, consider that, in developing countries, like many in Africa, keyboards will never even exist—the adoption of touchscreen technology will gloss right over that period of behavior. This is important because it completely replaces the basic way that CX is expected and perceived by an entire population that has never experienced the “old” way of doing things. The Adaptive Marketers who can shift into this type of mindset will be able to truly understand their audiences and rise above other marketers who are still operating on outdated assumptions.

ALTERIAN ADAPTIVE CUSTOMER EXPERIENCE

As the day’s participants had shared their most common or pressing challenges for marketing and analytics, we were excited for the opportunity to demo two components of our Adaptive Customer Experience platform, our Dynamic Decision Engine (DDE) and Campaign Manager. Considering that 84% of organizations see data as an integral part of determining business strategy, these new features had our clients very excited.

Dynamic Decision Engine

As the attendees are seeing their consumers continue to research and buy in ever-shortening time periods, our DDE demo resonated due to the engine’s ability to deliver true real-time decisions (less that 100 milliseconds!) across all channels, including website, call center, mobile app, beacon, SMS, and email, and more. Needless to say, this robust functionality was well received.

Alterian Adaptive Customer Experience™ Campaign Manager

Campaign Manager
Launched earlier this week, the latest version of Campaign Manager 6.0 was also met with nods of approval across the entire audience. Aside from loving the new look and feel, our clients were confident that the upgraded tool will make it even easier to design and share new multi-channel, multi-phase automated campaigns. Our guests also agreed that Campaign Manager 6.0 will improve their ability to pick up and edit someone else’s campaign, take a campaign from the whiteboard to reality, and explain what the campaign is doing to non-Alterian users.

 

SAFEGUARDING DATA

In our final session of the day with Steve Williams, Data Compliance Manager for GBG, we discussed GDPR (General Data Protection Regulation) in depth, as these restrictions have significant impact upon the purview of marketers. It was a hot topic for the audience, and provoked detailed comment about the implications for marketing data collection and the responsibility that we all have to safeguard personal information. As reputable companies, our clients in attendance were already well advanced in their planning for GDPR, but waiting on the latest clarification and guidance on the regulations. Steve expertly led the group through key topics including knowing your data, consent, profiling, and the overlap between GDPR and ePrivacy.

 

LOOKING TO THE FUTURE

At the end of the day, I felt quite excited about the future of our industry and our potential to empower brands to empower their consumers, completely revolutionizing the customer experience. As the renowned author, motivational speaker, and marketing consultant Simon Sinek said, “The one who understand people better is the one who wins.” Well, Alterian and GBG are here to help you become that brand.

Thank you to all the attendees from the following organizations who made this intimate event a thought-provoking and productive session:

We would also like to extend our gratitude to GBG for inviting us to contribute to the compelling content of their event. Thank you to each of our speakers:

  • David Green, Managing Director • GBG
  • Matt Sibbery, Marketing Executive • GBG
  • Stephen Williams, Data Compliance Manager • GBG
  • John Feenan, General Manager • GBG
  • Roger Luxton, Senior Solutions Consultant • Alterian
  • Rebecca Trivella, SVP EMEA • Alterian

Rebecca Trivella, SVP EMEA Alterian

Rebecca Trivella, SVP EMEA

Starting her career in various merchandising and buying roles at Sainsbury’s, Rebecca quickly moved on to working with data, fascinated by how we could use data to inform and navigate businesses. Having spent the last 20 years working for companies that use data as a cornerstone in changing the way we present ourselves to our customers and prospects, Rebecca is still driven by the art of the possible—something that gets more interesting and more challenging as the work around us evolves, particularly with the adoption of technology.

Long walks and weekends away by the coast help her step away from work and enjoy time being mum to three bright and sparky children, run with the dog, and spend time with her husband. Rebecca also plays hockey in her free time.

Rebecca Trivella headshot

Rebecca Trivella, SVP EMEA

Starting her career in various merchandising and buying roles at Sainsbury’s, Rebecca quickly moved on to working with data, fascinated by how we could use data to inform and navigate businesses. Having spent the last 20 years working for companies that use data as a cornerstone in changing the way we present ourselves to our customers and prospects, Rebecca is still driven by the art of the possible—something that gets more interesting and more challenging as the work around us evolves, particularly with the adoption of technology.

Long walks and weekends away by the coast help her step away from work and enjoy time being mum to three bright and sparky children, run with the dog, and spend time with her husband. Rebecca also plays hockey in her free time.