Post on 20-Jan-2015
description
transcript
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
Digital decimates traditional channels THE STORE IS THE ONLY TRADITIONAL CHANNEL TO BREAK THE TOP 10
© 2012 Forrester Research, Inc. Reproduction Prohibited
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”
© 2012 Forrester Research, Inc. Reproduction Prohibited
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
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.
© 2012 Forrester Research, Inc. Reproduction Prohibited
IM expands the scope of campaign management
31
1 2
43
© 2009 Forrester Research, Inc. Reproduction Prohibited
Getting started
© 2012 Forrester Research, Inc. Reproduction Prohibited
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
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
© 2012 Forrester Research, Inc. Reproduction Prohibited
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 svittal@forrester.com 617.613.6097 @sureshvittal www.forrester.com
Dan Smith ClickSquared dsmith@clicksquared.com 857/2467614 @dsmithC2 www.clicksquared.com