Date post: | 22-Jan-2018 |
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Marketing |
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• Uber: World’s largest taxi company owns no taxis
• Facebook: Worlds most popular media company creates no content
• Alibaba: One of the worlds most valuable retailers has no inventory
• Airbnb: World’s largest accommodation provider, owns no properties
Business Models Have Changed!
3© Aero Icarus, 2014
The power to disrupt: How marketers are turning industries upside downwww.sitecore.net/learn/resources-library/white-papers/power-to-disrupt.aspx60% increase in conversions
2 planes filled per minute
5
• How does it serve our marketing imperatives?
• What does a digital marketing strategy comprise of?
• What is the business case/ROI?
• How much should we be investing?
• What are our marketing goals?
• How do we measure success?
• What skills & resources do we need?
BUT!
6
Blockers
• Not considered to be a boardroom mandate
• Not viewed as strategic
• Seen as IT projects and operational
• Disparate technologies, long implementationphases and the project flounders
• 90% of global marketers are not trained on how to calculate an ROI
9
1. Increase market penetration with particular geographies/segments/products2. Increase revenue from repeat business/retention3. Increase income from augmented offerings – cross sell4. Improve operational efficiencies: agility and cost optimisation
Primary corporate
objectives
The situation SWOT Market AuditPLANDigital
Transformation
Marcoms practicesCustomer ExperienceAgile Marketing
Technology
People
Process
SegmentsPersonas
Visitor Journeys
Rules based engine
Experience Management
PersonalisedEngagement
Plans
DynamicPersonalisation
Single Customer
View
AnalyticsInsight
A/B MV Testing
Simplified Editing
Goals and Engagement
Values
Unified Platform
CampaignManagement
Social Connect
MobileIntelligent
Website emaileCommerceWeb-to-
Open APIDatabases
FxM
AttributionOptimisationPerformance
Omni-Channel
Primary marcomsgoals
#Customer acquisition
#Self-service levels =optimise
costs
#Launch product Z to segment X
#Upsell & cross-sell
# Engagement levels = repeat
business
#IncreaseBrand
Awareness
10
1. Increase market penetration with particular geographies/segments/products2. Increase revenue from repeat business/retention3. Increase income from augmented offerings – cross sell4. Improve operational efficiencies: agility and cost optimisation
Primary corporate
objectives
The situation SWOT Market AuditPLANDigital
Transformation
Marcoms practicesCustomer ExperienceAgile Marketing
Technology
People
Process
SegmentsPersonas
Visitor Journeys
Rules based engine
Experience Management
PersonalisedEngagement
Plans
DynamicPersonalisation
Single Customer
View
AnalyticsInsight
A/B MV Testing
Simplified Editing
Goals and Engagement
Values
Unified Platform
CampaignManagement
Social Connect
MobileIntelligent
Website emaileCommerceWeb-to-
Open APIDatabases
FxM
AttributionOptimisationPerformance
Omni-Channel
Primary marcomsgoals
#Customer acquisition
#Self-service levels =optimise
costs
#Launch product Z to segment X
#Upsell & cross-sell
# Engagement levels = repeat
business
#IncreaseBrand
Awareness
11
**
* **
* * * * * * *
Discounted personal transfers.
Skiing accommodation brochure: Austria. Saalbach
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Group Skiing, Chalets
Keywords: Chalets, Austria
Free ski voucher: try the latest for a day.
12
1. Increase market penetration with particular geographies/segments/products2. from repeat business/Increase revenue retention3. Increase income from augmented offerings – cross sell4. Improve operational efficiencies: agility and cost optimisation
Primary corporate
objectives
The situation SWOT Market AuditPLANDigital
Transformation
Marcoms practicesCustomer ExperienceAgile Marketing
Technology
People
Process
SegmentsPersonas
Visitor Journeys
Rules based engine
Experience Management
PersonalisedEngagement
Plans
DynamicPersonalisation
Single Customer
View
AnalyticsInsight
A/B MV Testing
Simplified Editing
Goals and Engagement
Values
Unified Platform
CampaignManagement
Social Connect
MobileIntelligent
Website emaileCommerceWeb-to-
Open APIDatabases
FxM
AttributionOptimisationPerformance
Omni-Channel
Primary marcomsgoals
#Customer acquisition
#Self-service levels =optimise
costs
#Launch product Z to segment X
#Upsell & cross-sell
# Engagement levels = repeat
business
#IncreaseBrand
Awareness
Revenue Conversions Customers Customer retention & advocacy Traffic Customer self-service Market share Market reach Brand awareness Relevancy & engagement Re-use of assets Democratisation of digital
Total cost of ownership Editing time/costs Time to publish content across multiple channels CMS management time/cost Systems integration management Specialist Web skills External agency costs Time to market Call centre resources/time IT skills and costs PPC & SEO costs Translation costs
The Business Case
DecreaseIncrease
• Calculates an objective ROI/business case & builds confidence in making the investment in Sitecore with key stakeholders.
• Based on the rigour of formal research by; Forrester, eConsultancy, Gartner, Annuitas Group and factual case studies.
• Demonstrates revenue uplift at each of the 7 stages of the Maturity Model.
• Highlights value gained from tactics: personalisation, testing, experience automation, mobile optimisation.
• Factors in both capital and operating costs vs. an organisations current methods and costs.
• Produces simplified ROI dashboards as well as detailed reports over 3 or 5 years periods.
• .
The ROI CalculatorThe Sitecore Customer Experience Platform
1. Maturity level 2. Personalisation 6% - 12.%3. Testing 1% - 6%4. Experience automation 3%- 7%5. Mobile optimisation6. Multi-channel campaigns
1. Time before Sitecore platform becomes operational2. Time/cost to execute tactics e.g. testing 3. Time/cost to optimise content for mobile devices4. License, maintenance, xDB annual subs costs etc5. Design, build, set-up costs6. Data integration costs7. Training8. Other costs: Email cleansing, translation
Factors in the ROI Calculator
Efficiency /cost factors(before and after)
Optimisation tactics
95% of companies who used a combination
72% increase in conversions. Source: eConsultancy, 2014
Sources: Forrester, eConsultancy, Gartner, Annuitas Group
Scenario
Insurance Company
• £100m revenue
• £150 av. policy value
• 1 million website visitors p.a
• At Radiate stage (level 2)
• Conversion rate 12%
Factors
• 6 months before effective
• 25% increase in visitors by YR3
• 60% new customer retention
• Advanced level = 100% reach
Consulting • Workshops • Training • Online Services
Sitecore Business Optimisation Services
Possibilities
Strategy
Business case/ROI
Adoption: Xccelerate Program
Driving value
Sitecore Enablement Services