Webinar: Revolutionize your Business with an Insights Center of Excellence

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Webinar/Revolutionizing your business with an insights center of excellence

Dinah AlobeidHostBrandwatchDIRECTOR OF COMMUNICATIONS

Cinny LittleGuest SpeakerForresterSENIOR ANALYST

Mike BrackpoolSpeakerBrandwatchVP PRODUCT, VIZIA

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Don’t be shy/We’d love your participation

A recording and slides from the webinar will be made available after the event

@Brandwatch #BW_Webinar

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1. Cinny on how to become data-driven with an insights center of excellence

2. Mike Brackpool shares real examples of how the Vizia 2 platform is helping businesses turn data->insight->action

3. Q&A

Coming up/

© 2017 FORRESTER. REPRODUCTION PROHIBITED.

© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Revolutionize your business with an insights center of excellence Cinny Little, Senior Analyst

March 16, 2017

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

6© 2017 FORRESTER. REPRODUCTION PROHIBITED.


Agenda

› Be customer obsessed and insights-driven

› Make social data actionable with a center of excellence (COE)

› Visibility and accountability are a COE’s pillars for success


Agenda





Empowered customers create urgency

Age of manufacturing

Age of distribution

Age of information

Age of the customer

Empowered buyersdemand a new level ofcustomer obsession.


Customer obsession is driven by four principles

Source: “The Operating Model For Customer Obsession” Forrester report

Customer-obsessed principles


Insights-driven businesses will grow revenue at least 8 times faster than global GDP

Source: “The Insights-Driven Business” Forrester report


What is “insights-driven”?

Using data . . .

To deliver insights . . .

To optimize the customer

experiences that matter

most to business outcomes


Agenda





Firms view increasing use of data & analytics as a top priority


But the tidal wave of data can be overwhelming.


And analytics are not driving enough actions

of business decisions are made using quantitative information and analysis … vs “gut feeling” or opinion

Source: Forrester's Global Business Technographics Data And Analytics Survey, 2016.

49%


Turn to a center of excellence to drive customer obsession.


Agenda





Critical success factor: Executive leaders’ support

Source: Kane, et al., “Moving Beyond Marketing: Generating Social Business Across The Enterprise,” MIT Sloan Management Review, July 2014

90% of maturing social intelligence companies say executive leaders believe that social can fundamentally change their business.


A COE governs the balance between:

- A firmwide view of the customer vs views by brand, product area, operational area, or function

- Global and local needs


Forming a COE requires a governance team to lead the way› Name a governance leader for the COE

› Build a steering group that has concrete accountabilities aligned to customer metrics

› Include and get input from line of business and operational leaders

› The COE needs a first-class communication plan to create visibility

Source: “The Customer Insights Center Of Excellence” Forrester report


A COE is not a one-time reorganization project

Source: “Balance Global And Local Needs With A Social Intelligence Center Of Excellence” Forrester report

TYPICAL PHASES OF HOW A SOCIAL INTEL COE IN A GLOBAL OR MULTI-REGION FIRM MATURES


Show me! The COE must drive visibility of insights and actions.


Great communication and self-marketing drive others to see the value of insights-driven actions.


Align teams around the

metrics about customer

experiences that matter most.

Form a center of excellence.

Drive visibility of actions and wins.

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Thank you© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Cinny Little +1 617-613-6313 [email protected]

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Vizia 2

MICHAEL BRACKPOOL / VP PRODUCT VIZIA

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Keith WeedCMO Unilever

“Having data is of little value itself. We are looking for smart data, turning insights about consumers into strategy and action.”

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RECOGNISE THIS?

BRANDWATCH.COMSource: The Forrester Wave(TM): Data Preparation Tools, Q1 2017

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VIZIA 2Communicate customer insight across your Enterprise to drive

action.

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Four key principles & 2 Client examples

1. Drive action for the non Analyst

2. Customer data

3. Narratives not just numbers

4. Wide distribution with central control

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How Bimbo turned a Crisis into a Business Opportunity

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$580,000

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“The biggest lesson for us is that war rooms aren’t just for special occasions

they can really help drive business results,”

• Elizabeth Juárez, Creative Director at Vector B.

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“My problem is not data or even insight… it's company wide cut

through.”- Mark Clarke, Senior Director CMI,

Unilever

BRANDWATCH.COMSource: “Balance Global And Local Needs With A Social Intelligence Center Of Excellence” Forrester report, February 17, 2017

The VIZIA 2 Platform Using technology to solve the organisational

challenge.

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VIZIA FRAMEWORKTell the whole story

“The ability to integrate different data sources allows us to blend social with any other data source. We already have consumer contact

centre and google analytics data blended with social data.”

- Mark Clarke, Senior Director CMI, Unilever

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EXAMPLE VIZIA REPORTTell the story beautifully

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“The screens are in all of our global offices and those of our senior executives so they can

see consumer trends in real time.

The Hub means we can control the messaging all over the company.

The improved visualisations are startling and get internal cut through.”

- Mark Clarke, Senior Director CMI, Unilever

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Q&A

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Find more content here/brandwatch.com/blog

[email protected] @brandwatch

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