CUSTOMER CENTRIC ENTERPRISE Silver Lining Part 1. Aligning IT and Marketing PETRI PEKKARINEN THEBIGDATAREVOLUTION.ORG Thursday, July 11, 13
Sep 12, 2014
CUSTOMER CENTRIC ENTERPRISESilver Lining Part 1. Aligning IT and Marketing
PETRI PEKKARINENTHEBIGDATAREVOLUTION.ORG
Thursday, July 11, 13
07 - 07 - 2013
Big Data is key for building corporate culture placing customer at the center of processes and strategy.
But it’s not easy. Thursday, July 11, 13
07 - 07 - 2013
Big Data in Practice
Cisco’s strategic marketing team mined historic data and social
media mentions for customers who revealed
both a “propensity to buy,” and a high
“readiness to buy.” Cisco’s sales force
converted that insight to sales uplift of $4.2
billion.
CiscoAt the heart of Spotify
lives a massive and growing data-set. Most data is user-centric and
allows us to provide music
recommendations, choose the next song you hear on radio and
many other things.
SpotifyMount Sinai Hospital in New York optimized its
patients’ first eight-to-12 hours in the hospital by running
hundreds of simulations. With
improved utilization, Mount Sinai achieved the financial effect of adding 100 new beds
without actually adding one.
Mount Sinai Amazon.com harvests the buying patterns (transactions) of its
customers to recommend
complementary products for up-sale. It also uses community-generated ratings and tips to further guide
buying decisions.
Amazon
Source: Supply Demand Chain Executive 2013, Spotify Labs 2013
Thursday, July 11, 13
07 - 07 - 2013
Corporate culture that places the customer at the center of all processes and strategy
Business decisions based on customer behaviors and insights
People, processes and technologies aligned around customer values
Cross-functional strategies and mandates to develop customer centric approach
Highly relevant experiences that increase customer advocacy and loyalty
Key attributes for customer-centric enterprise
Source: CMO Council 2013
Thursday, July 11, 13
In-Memory
Self-Servive BI
Advanced Analytics
Big Data Analytics
Trends Shaping BI & Analytics
Mobility
Specialized analytic
appliances
More Enterprise BI-usersEase of UseFlexible access
Increasing query complexityForward looking insights
Increasing Data VolumesIncreased Data Variety and Velocity
Quick ResponseHigh PerformanceRapid Deployment
Source: Ovum 2013
Thursday, July 11, 13
COMPANY NAME PRESENTATION TITLE 12 - 12 - 201207 - 07 - 2013
Put another idea here.Make it clear and concise.
Thursday, July 11, 13
MarketingCustomer Experience ManagementSales Customer serviceBrand ManagementProfilingCompetitive/Market AnalysisContextual Mobile MarketingCustomer AcquisitionLead GenerationIn-Store PromotionsPricingForecastCross-Sell/Upsell
Where Big Data Can Be Leveraged?Customer Life Cycle ManagementPersonalizationMoments of TruthCustomer Lifetime ValuePerformance ManagementNext-Best OfferVoice of CustomerCustomer SatisfactionIssues TrackingCustomer RetentionService InnovationEngagement ManagementProduct Innovation
Source: Gartner 2013
Thursday, July 11, 13
1. Functional silos
2. Corporate culture not customer centric
3. Missing key technology platforms to manage data and customer profiles2.
3.1.
Key Marketing Challenges
Thursday, July 11, 13
Big Data is all about team work and aligning IT and Marketing
teams to support customer centric enterprise culture.
CTO - CIO Communication
Thursday, July 11, 13
Key attributes of the CMO/CTO specific in achieving customer-centric enterprise
Gaining better customer insight, competitive intelligence and market knowledge Develop the strategy to best reach and engage with the customer Understanding of customer requirements and expectations
Advancing platforms to aid in marketing measurement and campaign optimization Increasing the use and value of CRM systems by both marketing and salesAssuring the integrity and availability of back-end infrastructures and interfaces
Thursday, July 11, 13
How do we generate more leads? How leads are defined and segmented? How do we keep leads?
How do we use marketing automation effectively?How do we operationalize content marketing?How do we measure the performance?
What customers and buyers want?How do we create multi-channel experiences?How do we build more buyer predictability?
LEADS
PROCESS
EXPERIENCES
LET’S TALK!
Big Questions
Source: Customer Think 2013
Thursday, July 11, 13
CRM Systems
CLICKSTREAMS
Untapping ‘Dark Data’
‘Dark Data’ Social Media
Partner, Supplier
Public, Commercial
TEXT
SPEECH
LOCATION / CONTEXT
BLOCKS
CAMPAIGNS
CONTACT CENTER
SALES
CAMPAIGNS
CUSTOMER SERVICE
LOYALTY SURVEYS
SENTIMENTWANTS
NETWORK
NEEDSHOBBIES
MARKET DATAPOPULATION
ECONOMIC
THIRD-PARTY
CUSTOMER DATA
TRANSACTIONSINTERACTIONS
CONTACTSAGENCIES
Source: Gartner 2013
Thursday, July 11, 13
3O% U.S.A.
25% CHINA
15% FRANCE
5% NIGERIA
10% AUSTRALIA20%
BRAZIL
Untapping ‘Dark Data’ based on Location/Content
Thursday, July 11, 13
Figure out the business case. What are your marketing goals?
Be Strategic
Decide what questions need to be asked. What are
the pain points?
Get tactical.
Where the data will come from?
Identifying right data is the key.
Be analytical.
Get buy-in from the whole team and locate right
people. Big Data is all about team
work.
Get Buy-in
ACTIVATETEAMS
DEFINE OBJECTIVES
IMPLEMENTACTIVITY
MEASURE RESULTS
The Big Data Initiative
Source: Openforum 2013
Thursday, July 11, 13
Put the right analytics in place.Assign specific metrics to individual marketing team members.Establish benchmarks.Set metrics-driven goals.Have regular progress reports.Back up marketing decisions with data.Reward the highest achievers.Use data to drive content creation.Share your data driven research across the business.
A
B
C
Set-up data driven digital marketing team
Source: Hubspot 2013
Thursday, July 11, 13
07 - 07 - 2013
Organizational silosBudgetary issues for making improvementsLegagy infrastructure hindering improvements on technologyPersonality clashes between key executives Issues with corporate culture
Big Data presents both challenges and great opportunities for customer-centric enterprise. CMO’s must work with CIO’s to acquire, manage analyze and use big data analytics to derive relevant insights and then apply those insights to strategy and decision making.
Align and GainTerminate Roadblocks
Get started!
Sources of customer information for Big Data initiative Talent for data analytics and intelligence modelingChannel strategy, training and managementCooperation across functions that understand marketing, IT, finance
and operations
Thursday, July 11, 13
07 - 07 - 2013
Thanks for reading! Do get in touch:[email protected]
Stay tuned for Part 2. Join Big Data Revolution Group on LinkedIn
Thursday, July 11, 13