Date post: | 27-Jan-2015 |
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Social Media |
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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
56%
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
50%
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
N
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
15%
33%
37%
37%
45%
50%
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
etc.
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
Load
#SMTLive
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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