The Changing Nature of Campaign Management

The Future of Campaign Management:

Driving Relevancy and Value

6 December 2012

Today’s Speakers

2

Dan Smith, SVP Marketing ClickSquared @dsmithC2

Suresh Vittal, VP, Forrester @sureshvittal

Introduction to ClickSquared

The only company offering SaaS cross-channel campaign management software, enabling B2C

marketers to easily design, manage and deliver data-driven marketing programs without the cost and

complexity of “big software” and multi-vendor integrations.

3

“STRONG PERFORMER”

“EDGES AHEAD OF THE DIGITAL PACK”

Top 250 GLOBALCOMPANIES

Enablers and Devices 2011, 2012

TOP 100 PRIVATE COMPANIES

2011, 2012

The Future Of Campaign Management: Driving Relevance and Value

Suresh Vittal, VP & Practice Leader December 6 2012

Old D isruption D igital D isruption

10x the inn o v a t ors

1/10th the c ost

100X the p o w er

Digital disruption is better, stronger, faster

Information is abundant and

accessible

It is cheaper to launch products and build brands

The groundswell changes category perceptions

Ideas and execution stay with individuals not brands

Differentiating ideas expire quickly and are easy to duplicate

This means disruption of your competitive advantage

Businesses need to be customer-obsessed

Do this by focusing on relationships

Customers are charting a new path

Customers are increasingly always-addressable

US online adults

37%

Golden Generation

(67+)

9%

Gen Z(18-22)

62%

Gen Y(23-31)

60%

Gen X (32-45)

44%

Young Boomers (46-55)

24%

Old Boomers (56-66)

18%

Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)

© 2012 Forrester Research, Inc. Reproduction Prohibited

The marketing funnel is dead

Source: October 2010, ““It’s Time To Bury The Marketing Funnel” Forrester report

11


Product research is the new norm

Source: August 27, 2012, “The Role Of Digital In The Path To Purchase” Forrester report

EMPOWER CONSUMERS TO EXPLORE BEFORE THE POINT OF PURCHASE

12

82% researched a product before buying in 2012

66% research even low-consideration products

54% primarily use digital channels


Digital decimates traditional channels THE STORE IS THE ONLY TRADITIONAL CHANNEL TO BREAK THE TOP 10


Customers want a relationship

Source: September 18, 2012 “Brand Engagement The Consumer Way” Forrester report

BRANDS MUST BUILD RELATIONSHIPS ON NEEDS AND ACTIONS

New systems of engagement empower real-time experiences

Source: February 2012 “Mobile Is The New Face Of Engagement”


Mobile accelerates this shift

16

Source: February 2012 “Mobile Is The New Face Of Engagement”

Increasing resolution leads to a data deluge

Customers are outrunning you

Marketers struggle to unify customer data

Source: Q4 2010 Global Technology Benchmark Online Survey

What limits your ability to develop a comprehensive

view of your customer?

Source: Q4 2010 Global Technology Benchmark Online Survey

Firms desperately need CI talent…

Marketing scientists

Image source: CafePress (http://www.cafepress.com/+data-geek+bumper-stickers)

Applications must manage an ever growing set of tasks

Plan

• Write Briefs• Define Objectives• Specify Audiences• Track Budgets

Analyze

• Model Behaviors• Build Segments• Plan Selections• Optimize contact strategies

Design

• Design campaign flows• Integrate creative

assets• Link promotions, offers• Apply business rules

Execute

• Execute campaign tactics

• Track responses• Detect inbound responses and state changes

• Trigger next actions

Report and ReuseAnalyze campaign performance. Refine campaign templates

CollaborateWorkflows, tasks, and approvals

AdministerData, users, and templates

Source: January 31, 2012, “The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012” Forrester report

Buying practices lead to startling complex tech stacks

Marketers must lead this change


Help Wanted: Next Generation Campaigns

25

Behavioral personalization is a key demand

Base: 130 vendor reference clients

57% 42%

40% 38%

37% 33%

27% 25%

24% 23%

22% 22%

15% 15%

11% 3%

0% 10% 20% 30% 40% 50% 60%

Personalizing messages based on consumer behavior Integrating traditional marketing channels with social

Coordinating communications across channels Measuring results

Integrating online and offline channels Having adequate staffing resources

Retaining current customers Integrating inbound and outbound channels

Finding new customers Working with IT

Creating and managing content Gaining skills or capabilities in new or emerging

Creating more business-centric metrics Budget cuts

Getting support from executives Other

What are the biggest cross-channel campaign management challenges you expect to face in the next two years?

Source: Q1 2012 Global Cross-Channel Campaign Management Forrester Wave™ Customer Online Survey

Firms are moving to predictive and real-time optimization to meet the engagement challenge

MarketingManagement

BrandManagement

Two sources allow marketers to applying predictive to real-time interactions

Enterprise Marketing Platform

RelationshipMarketing

OnlineMarketing

Source: February 14, 2012, “Revisiting the Enterprise Marketing Software Landscape ” Forrester report

The enterprise marketing platform has four primary categories

Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report

Enterprise marketing platformExample vendors: Aprimo, IBM, Infor, Neolane, Oracle, SAP, SAS

Marketing management

Capabilities:• Performance

management• Plan and calendar• Budget management• Marketing mix modeling• Forecasting

Example Vendors:Accenture, Hudson RiverGroup, MarketingEvolution, MarketingManagement Analytics,ThinkVine

Brand management

Capabilities:• Collaboration• Marketing resource

management• Marketing asset

management• Distributed marketing

Example Vendors:Adam Software,BrandMaker, Direxxis,Distribion, Orbis Software,Saepio

Relationship marketing

Capabilities:• Campaign management• Segmentation• Predictive modeling• Lead management• Event-based marketing

Example Vendors:Alterian, ClickSquared,Conversen, Eloqua, Entiera,Pitney Bowes

Online marketing

Capabilities:• Email, mobile, and social• Web analytics• Web interaction

optimization• Ad targeting and

audience buying

Example Vendors:Adobe, ClickSquared,ExactTarget, HP(Autonomy), IBM(Coremetrics), Responsys,X Plus One


Interaction management creates more relevant experiences and offers

30

Special O!er

Outbound Campaigns

I have an o!er, let me find a segment to send it to.

Special O!er

Special O!erSpecial O!er

Special O!er

Special O!er

Special O!er

Inbound Campaigns

I have an customer, let me present the best o!er.


IM expands the scope of campaign management

31

1 2

43


Getting started


Clarifying and balancing strategic goals and requirements

Developing resources and organizational design

Building analytical and measurement capabilities

Linking business processes

Coordinating technology

Integrating data sources

Achieving this vision requires a series of strategic choices


Stage 4: Real-Time Unification

Source: August 21, 2012, “Plan Customer-Centric Campaign Management Requirements” Forrester report.

Firms achieve real-time relevance in four stages

Stage 1: Operational Mastery

Stage 2: Cross-Channel Integration

Stage 3: Optimization

§  Data

§  Technology

§  Processes

§  Analytics and measurement

§  Resources

§  Strategy


Comprehensive Technology

Today

Centralized Processes

Customer Data

Culture Organizational Alignment

Combine Channel Data

Customer Strategist

Technology Strategist

Social Listening

Centralized Workflow

Cross Channel Campaign Mngt

DecisionManagement

Customer-centric Marketing

Agile Customer Intelligence

Qualitative Data

Real-Time Integration

Create a road map for cross-channel relevance

Build cross-functional structures to accelerate innovation

Source: October 24, 2011, “Investing In Marketing’s Technology Future” Forrester report

ClickSquared’s Cross-Channel Marketing Hub

Questions?

Fast Time to Value

Easy to Use

Powerful

Better Results

Thank you

Suresh Vittal Forrester [email protected] 617.613.6097 @sureshvittal www.forrester.com

Dan Smith ClickSquared [email protected] 857/2467614 @dsmithC2 www.clicksquared.com

The Changing Nature of Campaign Management

Technology

forrester research

purchase forrester report

new customers

future of campaign management

consumer way forrester

customer data source

product research

new face of engagement