Customer expectations are the biggest driver of Data-Driven marketing. CMOs are increasingly asked to show concrete return on marketing spend. Customers are expecting personalized and relevant interactions with their brands and THEY decide the when and the where of those interactions. Optimization of data-driven marketing industry tools enables marketers to sync efforts toward a closed-loop marketing experience, whereby delivering the right message, at the right time, on the right medium to the right audience.
In response to these trends, the American Red Cross has been laser-focused on building the foundations that it will harness the power of data and the science of marketing as enablers to engage more effectively with its current and future donors of blood, time and money.
Banafsheh Ghassemi, VP, Marketing Customer Experience, CRM & Marketing Excellence, American Red Cross
Sean Shoffstall, Vice President, Innovation and Strategy, Teradata Interactive
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