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IT vs Marketing: Who Owns the Data? Who Owns the Platform?

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Our Speakers

Johann Wrede is Senior Director of Product Marketing for customer engagement solutions (CRM) at SAP. He has written, implemented, sold, and marketed software for a variety of companies both large and small. Johann is passionate about transformative technologies and the opportunities for innovation they create. He currently spends his days thinking about how companies can leverage technology to create customer engagement. @wredefine

Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin

Kaiser Fung is Senior Data Advisor at Vimeo. He provides training and advisory services in business analytics and data visualization. Previously, he held leadership roles in building and managing data teams for SiriusXM Radio, American Express, [X+1] (ad tech), and Sonus Networks. He is the creator of the popular Junk Charts blog (http://junkcharts.typepad.com/junk_charts), which pioneered the genre of critically examining graphics in the media; and author of Numbers Rule Your World and Numbersense, both published byMcGraw-Hill. He has an MBA from Harvard Business School, and holds engineering and statistics degrees from Princeton and Cambridge. He is also an adjunct professor at New York University. @junkcharts

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey

NEW MARKETING REALITY:THE DIGITAL MIGRATION

of consumers leverage more than 2 channels

CROSS CHANNEL INTERACTIONS

spent by people daily on digital media

5 hoursSHIFT TO DIGITAL MEDIUM

of CMO’s believe data is the most underutilized asset

DATA EXPLOSION

KEY IMPERATIVES OF TODAY’S MODERN MARKETER

EXPERIENCE• Orchestrate• Connect• Transact

INSIGHT• Analyze• Listen• Predict

AGILITY• Optimize• Strategize• Collaborate

CUSTOMER

KEY IMPERATIVES OF TODAY’S MODERN MARKETER

EXPERIENCE• Orchestrate• Connect• Transact

INSIGHT• Analyze• Listen• Predict

AGILITY• Optimize• Strategize• Collaborate

FLEXIBILITY• Platform• Resourcing• SLAs

CUSTOMER

INTEGRATION• Processes• Systems• Information

DATA• Collection• Integrity• Compliance

WHY IS THERE ADISCONNECT?

COMMUNICATIO

OBJECTIVES

MEASURES

Data Integration is a Problem

Do you feel you are missing important data points to provide a more comprehensive view of your cus-

tomer?

YesPossibly, but not sure what's misssingNoNot sure

Source: CMO Council survey of 237 senior marketers, April, 2013

Analytics Shortcomings Throttle Strategy

Lack of senior management understanding

Reluctance to accept new technology

Management silos

Inability to present compelling business case

Lack of capacity for analyzing big data

Inadequate budget

Biggest obstacles to more effective digital marketing strategies

Source: Economist Intelligence Unit/ Lyris survey of 257 marketing

executives, March, 2013

Analytics is Marketing’s Biggest Skills Gap

Source: Online Marketing Institute survey of 747 advertising and Fortune 500 marketing executives,

October, 2013

Data Acquisition

Data CleaningData

Transformation

Modeling/ Analysis

StatisticsInsightsProfilesClustersScores

Data Ready For Consumption

Interpretation Data Solves Business Problems

Measurement

Presentation

Tracking & Feedback

Business Impact is Verified

Analytical Planning

Kaiser Fung |Data Matter

Complete Marketing Analytics Process

Kaiser Fung |Data Matter

Getting Data Ready Is the Daily Grind

Extract

Transform

Data Quality Monitoring

Data Process Monitoring

Exception Reporting

Investigations

Reconciliation

Infrastructure Management

Vendor Manage-ment

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Our Speakers

Johann Wrede is Senior Director of Product Marketing for customer engagement solutions (CRM) at SAP. He has written, implemented, sold, and marketed software for a variety of companies both large and small. Johann is passionate about transformative technologies and the opportunities for innovation they create. He currently spends his days thinking about how companies can leverage technology to create customer engagement. @wredefine

Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin

Kaiser Fung is Senior Data Advisor at Vimeo. He provides training and advisory services in business analytics and data visualization. Previously, he held leadership roles in building and managing data teams for SiriusXM Radio, American Express, [X+1] (ad tech), and Sonus Networks. He is the creator of the popular Junk Charts blog (http://junkcharts.typepad.com/junk_charts), which pioneered the genre of critically examining graphics in the media; and author of Numbers Rule Your World and Numbersense, both published byMcGraw-Hill. He has an MBA from Harvard Business School, and holds engineering and statistics degrees from Princeton and Cambridge. He is also an adjunct professor at New York University. @junkcharts

Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey

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