The Lost Customer: Bridging the Gap Between The Known and Unknown

Presented by

Liz Miller - CMO Council, Colin Reid - Teradata, Jonathan Ruchman - Brookdale Senior Living

About this talk

There is a classic statement that you “can’t know what you don’t know,” and in today’s digital age of tracking and cookies and customer intelligence and tracking, the unknown is a terrifying thing indeed. Customers who are known through traditional channels enable a degree of personalization where the picture of the individual is clear. But digital channels offer customers more control and offer marketers opportunities to better aid, enable and empower our customers—if marketers can see the customer clearly. Through the lens of digital channels, however, the view of the individual customer can be quite a bit fuzzier. According to a recent eConsultancy study, individualization is a mandate, not an option…and revenue is at stake for those who cannot enrich the experience. According to the report, 94% of marketers believed that personalization was critical to business success. And for marketers who have been able to engage in personalized digital experiences, the reward was an estimated 20% increase in sales. But individualization has been only possible with the known customer until now. The unknown customer, more often than not, is lost. Savvy marketers are bridging the gap between the known and unknown, getting smarter about the tools and technologies needed to identify key behaviors, cues and indicators that can quickly and seamlessly shift every engagement into a real-time interaction opportunity. Join the CMO Council as we join with industry experts and marketing peers to debate and discuss the challenges, best practices and opportunities to be found by diving into the unknown to create more robust and profitable experiences and engagements. We will be joined by industry leaders from Teradata who will share their insights into how leading-edge brands are asking new questions of their data and interaction platforms to gain integrated insights about individual customers.

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The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 16,000 plus members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities comprise global executives across 110 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa.