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.