Fred Maurer

Senior Principal Consultant
Martech Strategies

Fred Maurer is an enterprise omnichannel marketing and customer data strategist specializing in martech platforms, customer data infrastructure, marketing data integration, unified customer view, audience segmentation, activation and analytics. His marketing technology expertise includes customer data platform (CDP) strategy, integration, deployment, adoption, and governance. His 20+ years of SaaS experience spans data-driven marketing strategy, solution development and integration, solution delivery, product and program management. Fred has worked for and consulted with leading brands including McDonald’s, PwC, JLL, Blue Cross Blue Shield, and Cisco, as well as middle market and start-up companies.

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MarTech Strategies   

Session

Rock the Always-On Customer Journey: Customer Data Platform (CDP) Use Cases, Core Capabilities and Data Strategy

As customer journeys continue to push the boundaries of complexity, marketers are tasked with understanding and leveraging a vast continuum of user behavior. It’s more important and challenging than ever to discover actionable meaning behind customer engagement and leverage it to drive measurable results. For the always-on customer, touchpoints where brands should be present with impactful content and messaging but aren’t can adversely impact engagement, loyalty, and revenue. These experience gaps undermine customer journeys and threaten omnichannel success. Many companies leverage data-driven approaches to nurturing and targeting. But are they really optimizing customer journeys? Are they really future-proofing marketing? Are they getting omnichannel right? This session explores use cases for CDPs that address the complexities of the always-on customer journey. By relating use cases to CDP core capabilities and data strategy, this session will help marketers understand how to transform omnichannel complexity and uncertainty into competitive advantages and measurable results.

CDP Bootcamp

CDP Bootcamp: Preparing for Omnichannel: CDP Use Cases, Core Capabilities and Your Data Strategy

As customer journeys continue to push the boundaries of complexity, marketers are tasked with understanding and leveraging a vast continuum of user behavior. It’s more important and challenging than ever to discover actionable meaning behind customer engagement and leverage it to drive measurable results. For the always-on customer, touch points where brands should be present with impactful content and messaging but aren’t can adversely impact engagement, loyalty, and revenue. These experience gaps undermine customer journeys and threaten omnichannel success. Many companies leverage data-driven approaches to nurturing and targeting. But are they really optimizing customer journeys? Are they really future-proofing marketing? Are they getting omnichannel right?

In this session, we will explore use cases for CDPs that address the complexities of the always-on customer journey. By relating use cases to CDP core capabilities and data strategy, this session will help marketers understand how to transform omnichannel complexity and uncertainty into competitive advantages and measurable results.

After participating in this session, you will:

  • Understand the potential value of a CDP and its position in your martech stack, as well as how it can help optimize omnichannel engagement and the always-on customer journey.
  • Understand the CDP core capabilities required to enable omnichannel marketing success and how they fit in with use cases, your martech platforms and ecosystem.
  • Understand how data strategy and quality impact CDP effectiveness and marketing results, and what you can do to provide a solid data foundation for success

Monday, November 04, 2019

8:30 - 10:30 AM

CDP Bootcamp

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