Wunderman Future Ready

Updated: December 18, 2017

Prepared by PSB

1

Methodology

2

Research Specifications:

20-minute online, quantitative survey conducted between November 22 and December 11, 2017

Total of N=250 Business Decision Makers (BDMs) who work globally across 5 key verticals.

• BDMs are global executives who have decision-making authority inside their own departments or across their companies. Their

businesses have at least $100M a year in revenue and fall into one of five verticals targeted (Telecom and Technology, Financial

Services, Healthcare, Retail and Consumer Packaged Goods).

Online Survey - Verticals

Telecommunications

& Technology

Retail Consumer Packaged

Goods

Financial Services Healthcare

50 50 50 50 50

Separate

telecommunications

deck forthcoming,

which will reflect

over-sample.

Objectives

3

The primary objectives for the research are to assess the extent to which BDMs believe…

Their business has a vision and mission that is consistent internally and externally

Their company can anticipate the needs of the consumer

They utilize data to make quick and effective business decisions

They are optimizing value from marketing and technology investments

Their company is willing to invest in long-term strategies, even in the face of short-term

sacrifices

4

KEY FINDINGS

Are BDMs Future Ready?

5

They THINK they are in the broadest sense, it would take a lot for that to be true

There’s a big disconnect between

perception and reality

They think they are theoretically set up right…

6

They realize the

necessity to adopt

new technology and

are willing to make

sacrifices to do this

Many say they have

access to data and

recognize its

importance

BDMs aim for

greatness and are

relentlessly client-

centric

They see themselves

as optimizers but

strive to be game-

changers

The majority of BDMs see

customer satisfaction as

critical to their success –

and prioritize clients in

their workflow

BDMs understand how

critical data is and have

systems in place to collect

quality data

Many have started looking

into machine learning and

AI, or understand that they

will need to soon

BDMs say they are

prepared to disrupt norms

in order to win in new

ways, and they look to

everyone, not just those at

the top, to get them there

But, when it comes down to brass tacks, the biggest barriers to Future Readiness are…

7

Internal Silos

The vast majority

of BDMs believe

internal silos

impede their ability

to deliver cohesive

messaging

Speed

BDMs lack

confidence in their

ability to respond

quickly to evolving

consumer needs

Serving

Consumers

Leveraging

resources for a

frictionless or

seamless

consumer

experience is out

of reach

Leadership

Only half truly

believe that

leadership is

aligned with the

frontline; AND that

they have the staff

NOW to be Future

Ready

Data

Data is a big

problem: most

lack quality data

that they can

access, let alone

convert into

strategy and

customer

experience

8

DETAILED

FINDINGS

9

Perception

10

Reality

BDMs believe their company is focused on long-term strategy and that they have consistent messaging However, there is limited

confidence in leadership alignment and internal silos hinder cohesive messaging

BDMs say they are future focused…

11

28%

BDMS say their company tends to focus on….

Long-Term StrategyShort-Term Strategy

72%

And 91% believe the various

departments in their company are

aligned on their future strategy

And feel that they deliver a consistent message

12

“My company delivers a consistent message to

our customers across all parts of our business.”

“My company's creative delivers a consistent

message across forms and channels.”

40% 40%

50%56%

Applies to my company somewhatApplies to my company a great deal

Somewhat scores

suggest slightly less

conviction

While they aim for greatness, much is needed in terms of leadership alignment, unification and investment

13

61%

Has a strong vision that is

mirrored throughout everything

we do

To what extent do each of the following statements apply to

your company?% A great deal72%

Aims for greatness - constantly

pushing to deliver the best brand

experience

60%

Consistently investing in

creative and technology to

try and build a stronger

relationship with our

customers

51%

Leaders are aligned and

the front line is mobilized

to advance common

business objectives

Customers have a unified

experience of the brand

55%

A key culprit? Silos

14

41% 41%73%

How siloed would you say your

company is…?

Silos impact cohesive

messaging

Very or somewhat

siloed

89%

A great deal or

somewhat

52%

48%

A team effort is needed, and almost half believe they do NOT have the talent now

15

66%

Look to everyone to ensure

their company is ready for the

future

Do you have the talent now?

We HAVE THE

TALENT to be

ready

We NEED NEW

TALENT to be

ready

16

Perception

17

Reality

BDMs say they understand the importance of agility and adaptability

But are too slow in adapting to evolving customer needs

They consider agility and adaptability integral…

18

46% A great deal

Somewhat

41%

47%

“Agility and adaptability are at the center of everything my company does,

to move fluidly with market shifts and changes”% Agreeing

Yet, they can’t respond swiftly to customer needs

19

48%

Slow Twitch Ability to respond to new, evolving

customer needs with innovative

solutions

39%Excellent

Good

‘Good’ as opposed to

‘Excellent’ indicates lower

confidence

35%

51%

BDMs define themselves as Slow Twitch – and there is progress to be made

on the ability to respond to

customers with innovative solutions

20

Perception

21

Reality

Departments are typically said to be working toward the same goal

Yet they underperform on customer experience and effectively utilizing

resources

In theory, different departments work well together

22

The various departments

within my company are

working towards the same

goal

The ability to work effectively

across departments is

integrated into my

company’s culture

77%

69%

But, it does not translate to a frictionless customer experience

23

98%

Say it is going to get even more important

CURRENT IMPORTANCE FUTURE IMPORTANCECURRENT PERFORMANCE

Creating a frictionless experience for customers

68%

Say it is currently very important

42%

Are excellent at this

% Excellent % Very Important % Same/More Important

Data is critical in facilitating company success, and is not being utilized fully

24

99%

Say it’s going to get even more important

CURRENT IMPORTANCE FUTURE IMPORTANCECURRENT PERFORMANCE

Streamlining the ability to turn data into action

% Excellent % Very Important % Same/More Important

61%

Say it is currently very important

38%

Are excellent at this

25

Perception

26

Reality

BDMs WANT to be Game Changers

But they recognize that

they have a long way to

go on integrating

marketing tools and

technology

Only 42% are

Game Changers

66%

Game Changers

They aspire to be game changers

27

Game Changer

How they are currently perceived

How they would like to be perceived

What good is data if it’s not high quality, accessible and usable?

28

The quality of data and insights

your company has access to

The ability for your company to

convert data into strategy

The ability to access data that

helps you anticipate customer

behavior

The ability to leverage data to deliver

relevant messages and services

across channels

32%

Company Performance on Data-Related Tasks% Excellent, Showing top 2 and bottom 2 attributes

34%42%43%

Despite importance, BDMs admit their companies aren’t advanced in integrating data and marketing

29

74%

Have access to full stack of

Integrated Marketing Tools

Consider their company to be very

advanced in bringing together data and

marketing technology to deliver a

seamless customer experience

32%

Say it will be very important for their

company to use marketing

technology to drive engagement

67%

They still have a long way to go on adoption of cutting edge technology

30

Have already adopted AI and

machine learning

How advanced are they in

their adoption?

39% 32%Very Advanced 85%

10%

44%

29%

11%5%

83% say

they will

need to

adopt AI and

machine

learning in

the next 5

years<1 year

1-3 years

4-5 years

10+ years

6-10 years

How far in the future do you think your company

will need to adopt AI and machine learning?

31

Perception

32

Reality

BDMs believe they use technology that will usher their company into the future

Yet they are not satisfied with current investments or

the ability to exceed customer expectations

40%

46%

52%

58%

59%

65%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Fostering seamless interactions betweendepartments

Sharing customer research amongdivisions

Focusing marketing investments to reachyour most valuable customers

Investing in creative and innovation todrive customer retention

Understanding how to create more valuerelative to competitors

Using technology to bring your companyinto the future

Column3

They know technology is key to Future Readiness

33

In what ways, if any, does your company create customer value beyond your core

product?

59%

41%

Current investments viewed as mediocre… less believe strongly that investments are very satisfactory

34

Investments in

MarketingNot only meeting, but

exceeding customer

expectations

Investments in Data57%

43%

56%

44%

How satisfied are you with your company's performance on each of the following?

Very satisfied Somewhat, Not Very and Not at all Satisfied

60%

40%

… And investments are not being realized in their KPIs

35

Business KPI Technology KPIBrand KPI60%

40%

59%

41%

How strong is the connection between your company’s marketing investments and

KPI in the following sectors?

Very strong Somewhat, Not Very and Not at all Strong