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CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

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Big Data is key for building corporate culture placing customer at the center of processes and strategy. But it’s not easy. This presentations is first part in a serious of presentations covering big data benefits for marketing from management, storage and software perspective.
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CUSTOMER CENTRIC ENTERPRISE Silver Lining Part 1. Aligning IT and Marketing PETRI PEKKARINEN THEBIGDATAREVOLUTION.ORG Thursday, July 11, 13
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Page 1: CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

CUSTOMER CENTRIC ENTERPRISESilver Lining Part 1. Aligning IT and Marketing

PETRI PEKKARINENTHEBIGDATAREVOLUTION.ORG

Thursday, July 11, 13

Page 2: CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

07 - 07 - 2013

Big Data is key for building corporate culture placing customer at the center of processes and strategy.

But it’s not easy. Thursday, July 11, 13

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07 - 07 - 2013

Big Data in Practice

Cisco’s strategic marketing team mined historic data and social

media mentions for customers who revealed

both a “propensity to buy,” and a high

“readiness to buy.” Cisco’s sales force

converted that insight to sales uplift of $4.2

billion.

CiscoAt the heart of Spotify

lives a massive and growing data-set. Most data is user-centric and

allows us to provide music

recommendations, choose the next song you hear on radio and

many other things.

SpotifyMount Sinai Hospital in New York optimized its

patients’ first eight-to-12 hours in the hospital by running

hundreds of simulations. With

improved utilization, Mount Sinai achieved the financial effect of adding 100 new beds

without actually adding one.

Mount Sinai Amazon.com harvests the buying patterns (transactions) of its

customers to recommend

complementary products for up-sale. It also uses community-generated ratings and tips to further guide

buying decisions.

Amazon

Source: Supply Demand Chain Executive 2013, Spotify Labs 2013

Thursday, July 11, 13

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07 - 07 - 2013

Corporate culture that places the customer at the center of all processes and strategy

Business decisions based on customer behaviors and insights

People, processes and technologies aligned around customer values

Cross-functional strategies and mandates to develop customer centric approach

Highly relevant experiences that increase customer advocacy and loyalty

Key attributes for customer-centric enterprise

Source: CMO Council 2013

Thursday, July 11, 13

Page 5: CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

In-Memory

Self-Servive BI

Advanced Analytics

Big Data Analytics

Trends Shaping BI & Analytics

Mobility

Specialized analytic

appliances

More Enterprise BI-usersEase of UseFlexible access

Increasing query complexityForward looking insights

Increasing Data VolumesIncreased Data Variety and Velocity

Quick ResponseHigh PerformanceRapid Deployment

Source: Ovum 2013

Thursday, July 11, 13

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COMPANY NAME PRESENTATION TITLE 12 - 12 - 201207 - 07 - 2013

Put another idea here.Make it clear and concise.

Thursday, July 11, 13

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MarketingCustomer Experience ManagementSales Customer serviceBrand ManagementProfilingCompetitive/Market AnalysisContextual Mobile MarketingCustomer AcquisitionLead GenerationIn-Store PromotionsPricingForecastCross-Sell/Upsell

Where Big Data Can Be Leveraged?Customer Life Cycle ManagementPersonalizationMoments of TruthCustomer Lifetime ValuePerformance ManagementNext-Best OfferVoice of CustomerCustomer SatisfactionIssues TrackingCustomer RetentionService InnovationEngagement ManagementProduct Innovation

Source: Gartner 2013

Thursday, July 11, 13

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1. Functional silos

2. Corporate culture not customer centric

3. Missing key technology platforms to manage data and customer profiles2.

3.1.

Key Marketing Challenges

Thursday, July 11, 13

Page 9: CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

Big Data is all about team work and aligning IT and Marketing

teams to support customer centric enterprise culture.

CTO - CIO Communication

Thursday, July 11, 13

Page 10: CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

Key attributes of the CMO/CTO specific in achieving customer-centric enterprise

Gaining better customer insight, competitive intelligence and market knowledge Develop the strategy to best reach and engage with the customer Understanding of customer requirements and expectations

Advancing platforms to aid in marketing measurement and campaign optimization Increasing the use and value of CRM systems by both marketing and salesAssuring the integrity and availability of back-end infrastructures and interfaces

Thursday, July 11, 13

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How do we generate more leads? How leads are defined and segmented? How do we keep leads?

How do we use marketing automation effectively?How do we operationalize content marketing?How do we measure the performance?

What customers and buyers want?How do we create multi-channel experiences?How do we build more buyer predictability?

LEADS

PROCESS

EXPERIENCES

LET’S TALK!

Big Questions

Source: Customer Think 2013

Thursday, July 11, 13

Page 12: CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

CRM Systems

CLICKSTREAMS

Untapping ‘Dark Data’

‘Dark Data’ Social Media

Partner, Supplier

Public, Commercial

TEXT

SPEECH

LOCATION / CONTEXT

BLOCKS

CAMPAIGNS

CONTACT CENTER

SALES

CAMPAIGNS

CUSTOMER SERVICE

LOYALTY SURVEYS

SENTIMENTWANTS

NETWORK

NEEDSHOBBIES

MARKET DATAPOPULATION

ECONOMIC

THIRD-PARTY

CUSTOMER DATA

TRANSACTIONSINTERACTIONS

CONTACTSAGENCIES

Source: Gartner 2013

Thursday, July 11, 13

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3O% U.S.A.

25% CHINA

15% FRANCE

5% NIGERIA

10% AUSTRALIA20%

BRAZIL

Untapping ‘Dark Data’ based on Location/Content

Thursday, July 11, 13

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Figure out the business case. What are your marketing goals?

Be Strategic

Decide what questions need to be asked. What are

the pain points?

Get tactical.

Where the data will come from?

Identifying right data is the key.

Be analytical.

Get buy-in from the whole team and locate right

people. Big Data is all about team

work.

Get Buy-in

ACTIVATETEAMS

DEFINE OBJECTIVES

IMPLEMENTACTIVITY

MEASURE RESULTS

The Big Data Initiative

Source: Openforum 2013

Thursday, July 11, 13

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Put the right analytics in place.Assign specific metrics to individual marketing team members.Establish benchmarks.Set metrics-driven goals.Have regular progress reports.Back up marketing decisions with data.Reward the highest achievers.Use data to drive content creation.Share your data driven research across the business.

A

B

C

Set-up data driven digital marketing team

Source: Hubspot 2013

Thursday, July 11, 13

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07 - 07 - 2013

Organizational silosBudgetary issues for making improvementsLegagy infrastructure hindering improvements on technologyPersonality clashes between key executives Issues with corporate culture

Big Data presents both challenges and great opportunities for customer-centric enterprise. CMO’s must work with CIO’s to acquire, manage analyze and use big data analytics to derive relevant insights and then apply those insights to strategy and decision making.

Align and GainTerminate Roadblocks

Get started!

Sources of customer information for Big Data initiative Talent for data analytics and intelligence modelingChannel strategy, training and managementCooperation across functions that understand marketing, IT, finance

and operations

Thursday, July 11, 13

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07 - 07 - 2013

Thanks for reading! Do get in touch:[email protected]

Stay tuned for Part 2. Join Big Data Revolution Group on LinkedIn

Thursday, July 11, 13


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