Martech Interview with Tom Treanor on Marketing Strategy
Tom Treanor, CMO at Treasure Data talks in an Martech Interview on Marketing Strategy about how CDPs are changing customer experiences in a digitally disrupted world and impacting the martech arena. Each company blends art and science for its own marketing strategy – creativity is what helps companies stand out, in addition to having the best data and insights possible.
With marketing becoming more tech-oriented each passing year, How is customer data foundational to lifecycle marketing? For lifecycle marketing, customer data is essential. CDPs are often implemented to improve acquisition, but a lot of their value lies with ongoing customer satisfaction, retention, upsell and cross-sell. A CDP can also drive a much more satisfying customer experience – both for new customers and existing customers. In addition, AI can help generate product or service recommendations, which can be delivered via marketing channels (email, messaging, in-app, personalized web experiences) or via sales or customer support channels.
First, by unifying disparate profiles into one, that allows marketers to finally see the single customer view and that allows the full customer journey to be understood (and it’s usually much longer and richer than previously known). Second, ID Unification reduces the number of profiles used in marketing campaigns, reducing costs.
As a marketer, the landscape is constantly changing. When the pandemic hit, we had to shift overnight to all online marketing strategies (all live events were canceled). Now, we are mixing in virtual and live events and have to make tough decisions about our own events. In addition, there is no such thing as a cookie-cutter marketing strategy. What’s most satisfying? It’s when your marketing strategy pays off and delivers great results – when people respond positively and the team is happy!
About Tom Treanor - Tom Treanor is the CMO of Enterprise CDP leader Treasure Data. He focuses on marketing, martech, CDPs, and digital marketing. He has an MBA from the Wharton School of Business and a Master of Arts in International Studies from the University of Pennsylvania.
About Treasure Data - Arm Treasure Data is a global leader in Customer Data Platforms (CDP) and enterprise data management. Providing the ability to aggregate and translate massive volumes of scattered and siloed data.
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