Date post: | 17-Jul-2015 |
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Big Data MarketingRoad Map
Roadblocks toNon-Adoption
Winning Reasons...Percentage of marketers who cite marketing
automation as the key driver to these successes:
67%60% 78%
Who’s LeadingPercentage ofcompanies whohave adoptedmarketing automation. Big companiesare way ahead.
Categories of marketers
affinityconsulting.com.au
> Dynamic web content generation, including landing pages & mobile web > Lead generation, capture, scoring, and nurturing> Behaviour-based email & mobile campaigns > Multichannel marketing, including social media and SEO/SEM> Multi-site and global customer support> Third-party app integration, including CRM systems and social media apps> Content creation, sourcing, curation and distribution
Main Functionality
Budget constraints
Poor integration between sales & marketing
Poor infrastructure to collect/analyse data
Lack of lead data & support from sales
Complexity of marketing automation software
Inability to find trained employees
Poorly defined ROI
Compatibility/interoperability issues
Belief that current methods are ok
Lack of performance standards
Developing deep insights into
your customers allows you to service them
better – and find more like them.
Know yourCustomers
Considering marketing automation? Here are the most popular reasons:
A couple arestaying at a resort They play a
game of golf...
Happy customers!
Then relax with cocktails
They receive a dinner offer from the resort
Real World ExampleA casino resort uses customer
behaviour with geolocation
mobile marketing to
communicate personalised
offers to customers on
property. The results? Higher
success on offers and greater
customer satisfaction.
Large = $500M+Med = $25 - 500MSmall = < $25M
Sources:– Forrester Research “Gauging Your Progress and Success” (2013)– The Lenskold Group “Marketing Effectiveness Study” (2013)
High GrowthTargets
CustomerService
MarketingProductivity
OutperformCompetitors
GenerateLeads
Affinity Consulting provides:> Marketing strategy> Needs analysis> Software selection guidance> Process road maps> Campaign design
Even Formula 1 benefits from big data marketing. For the 2014 season, Silverstone mined their database of 45,000 race fans and used an SMS campaign, improving attendance and achieving a 680% improvement in ROI.