Creatively Analytic Marketing: The Marriage of Data and Brand

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Tealium’s Digital Velocity event in San Francisco last week delighted attendees with main-stage sessions from top brands, inspired thought provoking discussions on all things digital marketing in a plethora of roundtables and had epic parties to celebrate the day’s success.

This DVSF blog post series will highlight top takeaways and distinctions for each of the main sessions that were designed to inspire, transform and help attendees activate all that they had learned. 

Tealium customer Evernote kicked off the event with an inspiring keynote on a critical strategy that’s top of mind for any business in today’s day and age – providing an exceptional customer experience and journey.

Andrew Malcolm, CMO of Evernote, encouraged marketers to “get SaaSy with their marketing” and to really think about what kind of value can be provided with the data that’s available to help guide marketing efforts in a new way. He defined this type of marketing as the combination of personalized storytelling with big, unstructured data. And when you do both, and are truly able to create creatively analytic marketing.

“SaaSy marketing is the combination of personalized storytelling with big, unstructured data” - Andrew… Click To Tweet

So what exactly is great, personalized storytelling? It’s sharing a message in a way that is emotional, and that connects a brands to their users – language that gets to the heart of what a brand does. It’s important to tell a story in the way the customer wants to hear it – rather than the way the brand wants to tell it.

Important questions brands should ask themselves to ensure they’re creating the moments for customers that matter most are:

  • Are we telling the right story? The right message may not be about the words at all, but really about the offering. 
  • Did we find people in the right channel?
  • Are we finding them at the right time?

“Marketers need to create moments for customers and create a value exchange with them” – Andrew Malcolm, CMO, Evernote

“Marketers need to create moments for customers and create a value exchange with them” - Andrew… Click To Tweet

Stay tuned for the next post in our DVSF blog series where we will highlight the top takeaways and distinctions from each of the sessions that were crafted to inspire, transform and help attendees activate all that they had learned.

Want to see even more about Digital Velocity San Francisco? Stay tuned for session recap recordings going live in our Video Hub here.

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