Data är makt - varför CRM chefen är nästa CMO

DATA ÄR MAKT ELLER VARFÖR CRM CHEFEN ÄR NÄSTA CMOCRM Barometern

5.4.2017

@emmastorbacka

@avaus

AVAUS FACTS

EMPLOYEES150

OFFICES3+2

REVENUE 201615M€

EBITDA 2016>10%

ANNUAL GROWTH**40%

* AVERAGE SINCE 2009

STOCKHOLM40

GDANSK15

HELSINKI95

MÜNCHEN

OSLO

WE SUPPORT OUR CUSTOMERS IN CROSS-COMPETENCE TEAMS

MARKETING STRATEGY

DATA & ANALYTICS

CREATIVE & CONTENT

MARKETING TECHNOLOGY

DIGITAL MEDIA

GROWTH HACKING

An agile competence team

[Världsrekord i snabb introduktion om hur

världen förändrats och blivit mer digital]

Data

Automation Cloud

Science ArtGreat CX

Great €€€

6

Compared to 10 years ago, CMO’s are expected to have a more data-driven, and revenue driving approach, but...

7

Close to 50% of CMO’s in top 30

retailers in the US have departed

within the past 12 months

Russel Reynolds

Associates

Dec 2016

8

Why was that?

Because of the rising demands on business results

9Source: Russel Reynolds Associates 2016

10

The CMO

interview

11

Hur förvandlar du data och insikt till en

kundupplevelse som skapar affärsvärde?

Data = customer insight

12

Descriptive

What has happened?

What does our customers

like/dislike?

How do they behave?

Prescriptive

What should be done to increase

profitability of this customer?

What should we do more of, and

what should we do less of?

Predictive

Who will likely respond to this

campaign?

What product / action should we

recommend?

Who will churn?

Data = relevance

Mass

marketing

Reach

First use

cases: Individual

programs /

campaigns

Impact

Target state:

Hundreds of data

driven, targeted

campaigns,

programs and

experiences

Data = accountability

14

• What is actually creating an impact?

• What marketing money has the best ROI?

• What should we do more of? What should we

do less of? To maximize our ROI?

• Which customers are worth investing more in?

• Where are our best customers coming from?

• How do we recognize a bad customer faster?

• How do we increase our profit margins with

smarter campaigns?

15

Hur bör en “marketing stack”

se ut för att möjliggöra planen?

16

17

My advice to a CMO?

Consider a career

change...

18

US66%

Nordic3%

UK6%

EU (Excl UK,

Nordic)13%

ROW12%

Martech Market 2016

$22

$10 $10

$4 $0

$33

$14 $14

$5

$0

US Nordic UK EU (ExclUK,

Nordic)

ROW

Spend Per Cap 2016 SPC 2020

Source: Marketing Applications Vendor Shares and Forecast

(Custom Delivery for Avaus) IDC, January 2017

NORDIC INVESTMENTS IN MARTECH

ARE SIGNIFICANTLY LOWER THAN IN

THE US

DMP

Creation and privacy of unified profiles

Audiences and activation to channels

MDB / CDP

Data management

Analytical environment

Segmentation,

1st party

real-time web data

web analytics

1st party

customer data

CRM or EDW

2nd party

Partner data

sources

3rd party

external data

sources

Data sources

Digital

channels

Data layer

Advertising

DSP’sSocial media

Social platforms

Own channels

Marketing

automation

Content

CMS or publishing

platforms

The typical components of a marketing technology stack

21

Hur skapar du resultat varje dag?

Science ArtGreat CX

Great €€€

Most important KPI for a Growth Hacker?

23

Change in % over time

- on selected key performance indicators

How to make sure your team won’t create results?

Accepting metrics myopia

”The traffic volume to our website

has gone up steadily all year”

Siloed channel thinking

”Traffic acquisition and media is not

in the scope of CRM”

Poor cost/benefit analysis

”Please use 1 day per month for

optimization and development of

existing processes”

25

Hur leder du förändringsarbetet

med ditt team och din ledningsgrupp?

26

MEDIA AGENCY

DIGITAL AGENCY

ADVERTISING AGENCY

DATA &ANALYTICS PARTNER

PRODUCTION AGENCY

CONTENT MARKETING AGENCY

MARTECHPARTNER

COMPANY

STRATEGY CONSULTING

CentraliseraDu kommer att behöva en

strategisk transformations-

partner

27

Fokusera!Du kommer längre på

att leverera

affärsresultat än

crazyga kampanjer

(även om de är lite kul

också)

28

Motivera!Transformation är en ledarskapsfråga – du behöver skapa en tydlig

och mätbar målbild för ditt team!

29

You’re

hired!

Pepp inför din CMO intervju

(eller hjälp när du fått jobbet):

Emma Storbacka

emma.storbacka@avaus.se

+46760518087

@emmastorbacka

@avaus

Tack!