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Understanding (and Applying) Agile Marketing in the Real World

The long-time buzz around Agile marketing has become even louder in recent months, as marketers struggle to respond to a constant stream of unexpected change. But traditional Agile theory and its application in marketing often look very different.

Without a tailored approach for their unique work, marketers fail prey to common myths and missteps and fail to enjoy all the benefits agility has to offer.

In this webinar full of real talk from the front lines of marketing agility, Andrea Fryrear, certified Agile coach and 15-year marketing veteran, explodes common Agile marketing misconceptions and shows you how to really make it work for you.

You'll walk away with:
· Key distinctions between Agile marketing and Agile development, and what they mean for applying Agile principles outside of IT
· The top 3 Agile marketing myths that derail our attempts to adopt it effectively
· 3 Agile tools you can start applying today to ensure you're doing the right work at the right time, even when you're not sure what tomorrow looks like
· Plans for moving Agile beyond a single marketing team and into your entire marketing function
Recorded Jun 25 2020 49 mins
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Presented by
Andrea Fryrear, Coach & Trainer at AgileSherpas, Co-Founder and Tom Treanor, Global Head of Marketing at Arm Treasure Data
Presentation preview: Understanding (and Applying) Agile Marketing in the Real World

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  • Harnessing Data to Personalize the Automotive Customer Experience May 25 2021 5:00 pm UTC 60 mins
    Andrew Shaffer, Industry Principal - Automotive, Treasure Data
    An extended version of the automotive perspective of utilizing data presented at the Reuters Automotive Retail 2021 event.

    Personalizing the automotive customer experience is a big task. However, you already hold the keys to success; customer data. Learn how to communicate with millions of customers and make them feel like you are having a 1-on-1 conversation. See how to show the most relevant topic to each customer, and guide them from the initial contact through ownership.
  • Who owns digital transformation? May 19 2021 5:00 pm UTC 45 mins
    Don Peppers, Founding Partner at CX Speakers and Author of "The One to One Future"; Tom Treanor, CMO at Treasure Data
    What’s your approach to digital transformation? Better yet, who owns digital transformation for your entire company?

    While organizations race to digitally transform themselves—which in of itself is a worthy objective—lots of them are attempting a piecemeal, bottom-up approach. As a result, the “transformation” is only business-unit wide and everyone misses out on the insight available when you truly know your customer, including the fact that he/she buys Product A, B, and C and subscribes to Service D.

    In this webinar, Treasure Data Advisor Don Peppers and CMO Tom Treanor will make the case for a top-down digital transformation approach and senior management’s role in making digital transformation initiatives successful.
  • CDPs as the engine for growth: Case study and perspectives May 18 2021 5:00 pm UTC 28 mins
    Tom Treanor, CMO - Treasure Data, Michael McCamish, Sr. Dir. - Brookdale, Daniel Newman, Principal Analyst - Futurum
    Previously aired live at MarTech Spring 2021, new questions will be answered if you submit a question in the Q&A!

    The marketing technology landscape is ever-changing, so is customer expectations for engagement with brands. How can organizations adapt and respond to these changes quickly? Learn how Brookdale used the Treasure Data CDP to drive growth and improve the customer experience. And hear from a top industry analyst on what’s next for CDPs and considerations for building your ideal martech stack.

    Join Daniel Newman, Principal Analyst of Futurum Research, Michael McCamish, Sr. Director of Marketing of Brookdale Senior Living, and Tom Treanor, CMO of Treasure Data, as they share perspectives on maximizing the value of a CDP.

    After this session, you’ll able to:
    -Understand why unified customer data, combined with AI, is a foundation for success
    -Evaluate your martech stack strategy and how to make it more future-proof with a platform approach
    -Gain insights on building a data-minded, growth-oriented marketing team

    Panelists: Tom Treanor, CMO, Treasure Data. Michael McCamish, Sr. Director, Web Marketing, Brookdale Senior Living, Daniel Newman, Principal Analyst.
  • What Global Enterprises Need in a CDP Apr 28 2021 5:00 pm UTC 45 mins
    David Raab, Founder at CDP Institute
    Global enterprises have special needs for a Customer Data Platform. It’s not just that they have more data. They also have to support regional teams and product lines, comply with divergent privacy regimes, adjust to local market needs, integrate with massive legacy infrastructures, and support applications beyond marketing. Plus, like every other organization, they need to be more digital, more agile, and more efficient. This session will explore:

    · How CDPs are used in global enterprises
    · What needs they share with other organizations
    · What additional needs are unique to global enterprises
    · What to look for in an enterprise CDP

    As a special bonus, we’ll share a custom Request for Proposal template that global enterprises can use to structure their CDP explorations.
  • CDP FAQ: Why Less Data is Not More Recorded: Apr 22 2021 25 mins
    Neill Brookman, Director of Solution Consulting, EMEA and India
    There is a reason why topics around data enrichment, the death of the cookie, and big data are so important right now: more data means finer outcomes. With myriad ways to approach this, however, it is understandable that in many organisations there is a desire to 'simplify' data, which carries the clear risk of losing data fidelity in the process. In this Coffee Break FAQ Session, we tackle:

    - Reasons why less data is not 'more'
    - Identifying and leveraging value in big data
    - Simplifying outcomes, not data
    - Improving Customer Experience with CDP
  • CDP FAQ: Identity Resolution, Data and Consent Recorded: Apr 15 2021 14 mins
    Neill Brookman, Director of Solution Consulting, EMEA and India
    CDP isn’t just about data. It is a tool that enables organisations to harmonise data and orchestrates beautiful customer journeys. This means every part of the data you collect about your customers and prospects contributes towards a single source of truth, including the most sensitive ones. This Coffee Break FAQ Session looks at:

    - The most important benefit of a CDP from an Identity point of view
    - Dealing with consent with CDP
    - Dealing with multiple cookies for the same user
    - Optimising match rates using a CDP
    - Identity and programmatic advertising
    - Choosing the right CDP for your organisation
  • How Real-Time Customer Data Is Powering Retail’s Transformation Recorded: Apr 14 2021 31 mins
    Thomas Kurian, Director of Industry Solutions, Treasure Data & Alicia Esposito, Director of Content + New Media at RTP
    The COVID-19 pandemic was the catalyst for many retailers to digitally transform how they operate across the whole organization — from ecommerce to stores, from contact centers to demand planning. Retailers have a lot more customer data than before but also are engaging with customers on new channels at significantly higher volume. Retail TouchPoints’ Director of Content + New Media Alicia Esposito sits down with Thomas Kurian of Treasure data to discuss how holistic, real-time customer data access across the organization is powering connected customer experience journeys.

    See how Treasure Data can help deliver real-time, personalized engagement. Learn more at: www.treasuredata.com/retail
  • CDP vs DMP vs CRM: Replace or leverage? Recorded: Apr 8 2021 19 mins
    Neill Brookman, Director of Solution Consulting, EMEA and India
    We know that CDP, DMP and CRM are different solutions and can be complementary. In fact, a lot of the organisations are trying to harmonise their CRM, DMP and CDP in order to get the most out of it, and there are also organisations looking to consolidate their tech stack. Join us for this 20-minute Coffee Break FAQ Session, we are going to address some of your most asked questions like:

    - How to assess the compatibility of CDP and DMP? Are there any ideal combinations out there?
    - What about systems trying to be all?
    - How to leverage both CDP and DMP to understand prospect/customer in a better way?
    - What are the mechanisms to correlate CDP data with DMP data to create a holistic view of customer/prospect?
    - What are the integrations between CDP, DMP and CRM?
  • The CDP Advantage - Grow Revenues & Improve CX with ML-Driven Insights Recorded: Mar 31 2021 16 mins
    Tom Treanor, Chief Marketing Officer at Treasure Data
    CDPs provide the golden record for customer data, breaking down silos and making data usable by all customer-facing channels. They are the foundation for advanced customer analytics and for ML-based use cases. In this webinar, you'll learn:

    ·How companies can quickly start ingesting and processing siloed customer data
    ·How actionable insights help leading companies grow the top line with set use cases
    ·Key factors when implementing an enterprise-grade CDP
  • Real-Time Relevance: Driving Consumer Engagement with CDP (EMEA) Recorded: Mar 25 2021 26 mins
    David McCarty, CPG Solutions; Steven Tsao, Demand Marketing Futurist at Treasure Data
    This is a replay of the same webinar broadcasted at 10am Pacific 24th March for our US audience.

    Consumer Packaged Goods (CPG) companies and the industry as a whole have been in the news a lot lately. David McCarty and Steven Tsao at Treasure Data have been working on the CPG Customer Data Platform solution in terms of product and marketing strategy. In this webinar, they are bringing a direct perspective to help you decrypt the implications of these newfound strategies.

    In this session, David and Steven will be going over:
    - The relevance of hyper-localised data for companies during the COVID recovery.
    - How consumers view brands and the important challenges to ultimately add value to a seemingly generic product when exploring a DTC revenue stream.
    - The trust required in order to properly utilise customer data to create meaningful experiences.
  • Real Time Relevance: Driving Consumer Engagement with CDP Recorded: Mar 24 2021 26 mins
    David McCarty, CPG Solutions; Steven Tsao, Demand Marketing Futurist at Treasure Data
    ***Due to logistical difficulties, we will be providing all attendees with a raffle opportunity for Amazon gift cards (15 winners). If you've watched this webinar, you are automatically registered for this raffle. If you win, they will be delivered to the e-mail associated with your BrightTalk account. Our apologies for the inconvenience and we are committed to valuing your time spent tuning into our webinars.***

    Consumer Packaged Goods (CPG) companies and industry as a whole have been in the news a lot lately. David McCarty and Steven Tsao on the Treasure Data team work on the CPG CDP solution in terms of product strategy and marketing respectively bringing a direct perspective to help you decipher the implications of these newfound strategies.

    In this interactive webinar, Steven and David will be going over
    The relevance of hyper localized data for CPG companies during the COVID recovery.
    How consumers view CPG brands and the important challenges to ultimately add value to a seemingly generic product when exploring a DTC revenue stream.
    The trust required in order to properly utilize customer data to create meaningful experiences.

    Throughout the short 30-minute webinar, we will be offering free Amazon gift cards to thank you for spending your valuable time watching our content. So keep alert! And ask questions!
  • The CDP Evolution: Insights & Conversation Recorded: Mar 17 2021 20 mins
    Tom Treanor, Chief Marketing Officer at Treasure Data & Stuart Schneiderman SVP, BI Operations, Advertiser Perceptions
    The Customer Data Platform (CDP) has been a growth area among martech solutions for the last 18 months. Then the pandemic started and triggered an even stronger interest in unifying customer data across enterprises and activating insights in real-time.

    Tom Treanor and Stuart Schneiderman will debut the findings of a new CDP research based on the responses of 100 US-based martech decision-makers. Through a Q&A-style conversation, they will share report insights that will be valuable to all decision-makers who may be considering CDPs or who need to understand how to better leverage this technology. CDP providers will also benefit by clearly seeing where the opportunities are, so they may better serve the market as a valued partner

    After this session, you'll be able to:

    · Understand how CDPs impact marketing functions and capabilities
    · Describe the state of organizations' data unification and management
    · List the advantages of CDPs and challenges adopters experience
  • How Marketers are Leveraging Customer Success for CDP (EMEA) Recorded: Mar 17 2021 48 mins
    Rajiv Gandhi, Sr. Customer Success Manager at Treasure Data
    ‘CDP is to a Marketer, what Marketer is to a CSM’ - For data-driven marketers, customer data platforms (CDPs) are becoming a critical component of their martech stack. CDPs enable marketers to drive deeper engagements with their brands across customer journeys - Join us to understand how to climb further up the CDP maturity model and make exponential gains utilising the key resources in your Customer Success Team.

    Key Takeaways:

    · Evolution of Customer Success
    · Key features of an Enterprise CDP
    · 7 Steps of CDP Maturity Model
    · How Customer Success can help - Case Studies
    · Key areas where CSM’s add value to the relationship
  • Why a CDP should be the Foundation of Your Martech Stack Recorded: Mar 10 2021 43 mins
    Andrea Belletti, Marketing Analyst & Maria Laura Corneti, BD - BitBang; Jonathan von Abo, Head of BD EMEA - Treasure Data
    Customer data is the primary asset to drive decision making for business success. Every brand has a marketing stack, but not every organization is using these tools to their full potential.

    Marketers need to build their Martech Stack on a strong foundation to ensure data is collected and used most constructively. If you are still struggling to monetize your data, join us to find out how and why a CDP is the foundation of a successful marketing stack.

    In this short session, you’ll learn:

    1. What and why it’s so important to have a reliable marketing stack
    2. Why a CDP is the right foundation to power your marketing stack
    3. How a CDP can strengthen your data management to deliver results
    4. That Treasure Data CDP can amplify the benefits of your current technologies
    5. The way a CDP can deliver on common business use cases

    Please read BitBang's privacy policy: www.bitbang.com/privacy_policy_events
    Please read Treasure Data's privacy policy: https://www.treasuredata.com/learn/privacy-compliance-with-treasure-data/
  • A Best-of-Breed Approach for Customer Data and Marketing Success Recorded: Feb 25 2021 52 mins
    Walter Rowland, SVP Growth at MessageGears. Shawn Hong, Business Development at Arm Treasure Data.
    Connecting the dots between your customer data is useless unless you activate this data through compelling customer communications. In this webinar, we’ll talk with our partners at MessageGears, an ultra-lightweight enterprise customer messaging platform that enables marketers to do more, faster with the customer data they’ve already collected and consolidated using Arm Treasure Data Customer Data Platform (CDP).

    We’ll explain how to mobilize and activate customer data for personalized messages and customer journeys that cross-sell, upsell, and sell more. And, we’ll show you why there’s never any need to copy that data or go through an expensive conversion to a less versatile third-party marketing cloud.

    Walter Rowland, SVP Growth at Message Gears will discuss how using an approach that combines a best-of-breed CDP with an email service provider is often a better solution than monolithic, allegedly “all-in-one marketing clouds.” So if your team wants to match the right martech tool with the challenges they’re confronting, you won’t want to miss this insightful webinar.

    **Correction to live Q&A - Arm Treasure Data has a connector to Google Display and Video 360, which was rebranded from Google DoubleClick Bid Manager. Visit https://www.treasuredata.com/data-integrations/ for our full list of integrations.**
  • Strategic Storytelling: How Slowing Down Fuels Faster Growth Recorded: Feb 18 2021 76 mins
    Ann Handley, Chief Content Officer of MarketingProfs and Tom Treanor, Global Head of Marketing at Arm Treasure Data
    Our goal in Marketing is to quickly break through the din, noise, and clutter that defines modern marketing (and modern life).

    So we move faster and faster and produce more and more... because isn’t that what it takes to break through in 2021?

    We think: “If only…” If only our budget were bigger. If only we had more resources. If only we could deliver ASAP.

    If only.

    Here’s the thing: The key to success in 2021 isn’t to breakthrough—but to stand apart.

    The key is to take a more strategic approach that leverages customer insights to do far more than reach the ears and eyes of the customers we want—to also touch their hearts and minds.

    The key is to slow down, to use data, and to hone our storytelling instincts to serve our existing customers and to reach new ones.

    So, maybe, the key to marketing success in 2021 isn’t wishing if only after all.
    In this 60-minute webinar, WSJ best-selling author and the world’s first Chief Content Officer, Ann Handley, will help you tap into the power of story to grow your own brand. You’ll learn:

    • How the notion of brand storytelling has shifted
    • What non-negotiable things your 2021 storytelling MUST do
    • Which are the best tactics for connecting with customers and prospects right now
    • + Bonus takeaway just for Treasure Data webinar attendees: A template for a good brand story

    Who’s ready to tell a more strategic story?! YOU ARE!
  • CDP vs DMP: What's the difference, Why it Matters. Recorded: Feb 11 2021 36 mins
    David Raab, Founder at CDP Institute
    Customer Data Platforms and Data Management Platforms both manage customer data, but they are still very different. This session explores the different goals that each is designed for, the different technical approach that each uses to meet those goals effectively, and the implications of those technical differences. We’ll then explore specific use cases including retargeting, prospecting, personalized recommendations, CRM integration, and inventory notifications, and illustrate why each is appropriate for one type of system or the other.

    You will learn:
    · The primary purpose of CDP and DMP systems
    · How each system is optimized to support its primary purpose
    · The types of data stored in each system
    · Which system works with known individuals and which with anonymous profiles
    · The systems that a CDP and DMP typically connect with
    · How CDP and DMP can work with each other
  • Fireside Chat with Capgemini: Identity in a Cookieless World Recorded: Feb 9 2021 35 mins
    Gunjan Aggarwal, Sr. Dir., AI & Marketing Science, Capgemini And Craig Hooper, Sr. Mgr., Solution Engineering, Treasure Data
    The GDPR and CCPA have afforded consumers greater autonomy over their data. In response, all of the major web browsers have pledged to phase out third-party cookies by 2022.

    While there is no single replacement to the third-party cookie, Customer Data Platforms (CDPs) have become an attractive option for enterprises looking to capitalize on customer data collected from their various marketing operations.

    By leveraging the right technology partners, companies can now enhance personalization and craft next-gen omni-channel experiences in ways not possible during the third-party cookie era.

    In this fireside chat featuring Capgemini, we will explore how CDPs are transforming enterprise marketing operations by focusing on some key applications, such as:

    -Unifying first-party data assets
    -Sharing first-party data across the organization
    -Providing enrichment through second- and third-party data
    -Integrating with partners to contextually target customers
    -Creating a probabilistic model for marketing attribution
  • CDP: The natural progression of the DMP Recorded: Feb 2 2021 53 mins
    Simon Theakston, Co-founder & SVP Partnerships at Silverbullet
    The rise of digital communications has created volumes of data streams which are flooding our internal organisations. Pools of data found throughout our businesses, are autonomously packed with customer insight - from email marketing analytics, to CRM data collection - and beyond.

    The truth is, we’re awash with data and software. And, despite the sheer volume of opportunity that this data brings, businesses are now finding themselves in a complex situation whereby the choice of a DMP and/or CDP is dictating their future.

    Google's announcement at the dawn of 2020 set the wheels in motion for the third-party cookie demise, which in turn set critical eyes onto the humble DMP. Is there a need for the DMP in a world without third-party cookies? Is the CDP taking over? Or, can I combine them both in order to safeguard against future challenges?

    Silverbullet, the product and services business for the new marketing age, will detail how the DMP is increasingly evolving into the land of the CDP. In partnership with Treasure Data, Simon Theakston, Co-founder at Silverbullet, will explore how we've reached this pivotal point, and what's next on the horizon for businesses wanting to turbo-charge their data-driven marketing efforts.
  • Retail Brief Ep. 5: Trending retail use cases powered by real-time customer data Recorded: Jan 28 2021 33 mins
    Nicole Leinbach Reyhle, Founder, Retail Minded & Industry Expert and Thomas Kurian (TK), Director, Industry Solutions
    Previously aired live at the National Retail Federation (NRF) show in 2021.

    Many retailers had to alter business operations and uplevel digital competency to accommodate pandemic-induced changes. Contact centers emerged as a critical engagement channel in the customer journey. To deliver a profitable, truly omnichannel customer experience, teams across the organization need real-time access to holistic customer data.

    In this session, industry experts will address topics such as:
    -Key trends driving the need for omnichannel experience hubs
    -Use cases enabled by accessible, holistic, real-time customer data
    -Opportunities for contact centers powered by customer data platforms
Translate Millions of Data Points Into Individual Customer Journeys
Treasure Data Customer Data Platform (CDP) empowers companies by delivering rich customer insights that drive outstanding customer experiences. Built on a strong data management foundation, our CDP enables brands to securely unify customer data across silos at scale so they can better identify, engage and acquire customers. The highly configurable platform evolves with your existing technology stack to future-proof all customer data initiatives. Treasure Data is fully backed by Softbank and has more than 400 customers including Fortune 500 and Global 2000 enterprises.

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  • Title: Understanding (and Applying) Agile Marketing in the Real World
  • Live at: Jun 25 2020 5:00 pm
  • Presented by: Andrea Fryrear, Coach & Trainer at AgileSherpas, Co-Founder and Tom Treanor, Global Head of Marketing at Arm Treasure Data
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