© 2012 IBM Corporation From Mad Men to Moneyball: Research and hands on tools to guide your marketing journey Jon Busman @namsub CMO Initiative Global Lead 29 th April 2014
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© 2012 IBM Corporation
From Mad Men to Moneyball: Research and hands on tools to guide your marketing journey
Jon Busman@namsubCMO Initiative Global Lead29th April 2014
© 2014 IBM Corporation2
While significantly impacting marketing, technology shifts are still at the beginning of their maturity
2004 2005 2006 2007 2008 2009 2010 20112012 2013
70%60%50%40%30%20%10%
0%
Social media explosion
Mobile revolution(tablet penetration)
Cloud enablement
$24.6
Power of analytics (Global business analytics services spend, billions)
$26.7$28.2
$31.6$36.2
$41.0
$46.9
US adoption rate
61%
34%36%
Prevalence of social networking
Social apps harness network effect for
services
Miniaturization of computing power Watson wins Jeopardy
Browser-based cloud
applications
Consumer cloud services
© 2014 IBM Corporation3
© 2014 IBM Corporation4
That said, CMOs expect to accelerate the introduction of digital marketing technologies over the next three to five years
Source:Question CMO7–What is your plan around the usage of the following technologies over the next 3 to 5 years?
Intended use of digital technologies (3 to 5 years)
Mobile applications
Content management
Search engine optimization
46%47%
63%79%
62%80%
73%81%
68%87%
81%89%
80%94%
Customer relationship management
Collaboration tools
Reputation management
Email marketing
2013 2011
66%94%Advanced (predictive) analytics
© 2014 IBM Corporation55
CMOs identified three key factors for tackling their priorities, each of which relies on the effective use of emerging digital technologies
Source:Question CMO5–What is the single most important factor to be successful with regard to emerging digital technologies?
© 2014 IBM Corporation6
IBM’s Own Marketing Transformation Began in 2010
Thought Leadership Marketing Additions
•Insights from over 1,700 CMOs across 64 countries
•3 key themes: empowered customerslasting connectionsmeasuring marketing ROI
•Unica (enterprise and cloud-based marketing software solutions): 2010•Coremetrics (web analytics): 2010•DemandTec (Price/Promo) 2012•Tealeaf Technologies (customer experience analytics software): 2012•Xtify (mobile experience): 2013•Watson (Cognitive computer): 2013
IBM’s first Global CMO Study released October 2011
© 2014 IBM Corporation7
Understand the Customer as an Individual and in Context
© 2014 IBM Corporation8
Diagnose and Assess Key Marketing Areas
Strategy
Customer Understanding
Data Capture
Analytics
Segmentation
Systematic Usage
Strategy
Customer Journey
Personalization
Cross-channel
Timeliness
Continuous Learning
Strategy
Change Management
Alignment
Collaboration Platform
Reputation Management
Design your culture and brand as authentically one
Three marketing imperatives:
© 2013 IBM Corporation
Create a system of engagement
Understand each customer as an individual
321
© 2014 IBM Corporation9
How do you stack up? (Ibm.biz/diagnose)
© 2013 IBM Corporation
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Join us to continue the conversation
{Insert Time/Location of breakout}From Mad Men to Moneyball: How leading Chief Marketing Officers are differentiating and captivating the connected consumer
Jon Busman@namsubCMO Initiative Global Lead29th April 2014
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