The Fragmented Marketing Ecosystem Jeremy A Roberts WW Program Lead, Customer Analytics, IBM
The Fragmented Marketing Ecosystem
Jeremy A RobertsWW Program Lead, Customer Analytics, IBM
1. Do you have a business intelligence or analytics team dedicated just to marketing and ecommerce?
2. Do you know how your customer’s experience has changed over the past year and have you adjusted to that experience?
3. Do you feel that the data/KPIs is actionable or does is just create more questions?
4. Do you feel that you have a view of the channels and pathing used by those customers?
5. How long does it take for your team to identify ecommerce or marketing data within your KPIs so you can take action?
TIME
Amount of Data
The Rise of the Marketing Stack
Rise of the stack
% of unused data ↑
Rise of the stack
Is the Rise of the Marketing Stack Causing a Surplus of Unused Data?
TIME
Amount of Data
Rise of the stack
Point of diminishing return
The Fragmented Marketing Ecosystem
TIME
Amount of DataAmount
of Unused
Data
% of unused data ↑
Rise of the stack
Point of diminishing return
The Fragmented Marketing Ecosystem
TIME
Amount of DataAmount
of Unused
Data
% of unused data ↑
Integrated Marketing
Technologies
Source: Gartner, Customer Experience Emerges as the Marketers’ Next Battlefield; eConsultancy: The Consumer Conversation
9
Organizations are fragmented → Data is fragmented → Data is not integrated
making it difficult to understand what is happening across channels@ www.
mobile email marketing web content social direct mail
Lack of Marketing Data Integration Bad Customer Experience
My Story
12
1. Did not have the right tools and technology to offer a modern day customer experience.
13
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
14
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
15
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.
16
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.
5. Still looking for that single ”silver bullet” tool that will do everything and solve their problems.
Does your data accurately tell you the performance of your marketing programs on a
daily/weekly basis?
Can you tell me the marketing channels that your customers most frequently interact with and what
their experience was with each?
Do you trust the data you are given? And Why?
I have people skills!
I’m good at dealing with people!
Tom Smykowski
Digital transformation at the center of every strategy
Digital drives a new demand on customer intelligence
You used to build it and hoped they came
Now you have to reach them even when they are not looking
You have become omnichannel
You just changed your tactics… but did it really change anything?
Your business changedBut do you really understand how it’s changed?
This is the result when nothing changes…
Build an integrated platform for customer intelligence irrespective of where you start
The integration only has value if the tools can pass data to each other and speak the same language
Digital Analytics
Behavior Analytics (Tealeaf)
Journey Analytics
Customer Experience Analytics
Universal Behavior Exchange↑ ↓
IBM Marketing Cloud
IBM Commerce Cloud
3rd Party Marketing Technologies
Universal Behavior Exchange↑ ↓
8 Key Lessons Learned
Building success takes patience and effort
from the entire team
Consistently run an audit of the
marketing tools, data & analytics, and marketing agility
Continually track your customer’s journey and shift your marketing mix to focus on the customer
experience
Try to simplify the messaging across your channels and
create a streamlined funnel experience
Be able to use your left brain + your right brain, it’s not just about KPIs but about their customer experience
YOU!(the Marketer)
Marketing Channels
Business Intelligence
ITFinance
Management
Take control of the data, and create a
Center of Excellence around YOU!
Need to identify the metrics that
drive business success… the core metrics and not high level channel
metrics
If you change the way you look at
your data, the data you look at
changes
Li: linkedin.com/in/jeremyarobertsTw: @jeremyarobertsWebsite: jeremyaroberts.com
Learn More about Customer Experience
Analytics from IBM
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Jeremy A RobertsWW Program Lead,Customer Analytics
IBM