build a contextual marketing engine and fuel it with data

© 2015 Denodo

Craig LeClaireVP, Principal Analyst

Megan BurnsVP, Principal Analyst

Cory MunchbachAnalyst

Holger Kisker, Ph.D.VP and Research Director

Session 1CIO’s Must Enable Business Agility via Modern Data Management in the Age of the Customer

Session 2 Understanding the Customer Experience Ecosystem to Succeed in the Age of the Customer

Session 3 Build a Contextual Marketing Engine and Fuel it with Data

Session 4 Business Agility Must Be Based on a New Flexible and Agile Data Approach

Data Virtualization for Business Intelligence andBusiness Agility in the Age of the Customer

Four sessions providing insights and best practices for the Age of the Customer

WEBINAR SERIES featuring FORRESTER RESEARCH

© 2015 Denodo

Data Virtualization for Business Intelligence and Business Agility in the Age of the Customer

Suresh Chandrasekaran

Senior VP, Denodo

© 2015 Denodo

Build a Contextual Marketing Engine and Fuel it with Data

Cory Munchbach

Analyst

SESSION 3

© 2014 Forrester Research, Inc. Reproduction Prohibited 4

Making Leaders Successful

Every Day


Build a Contextual Marketing Engine

And Fuel It With Data

Cory Munchbach, Analyst, Forrester Research Inc.

@corinnejames


Agenda

› New market dynamics require new marketing tools

› Build a contextual marketing engine to succeed in the age of the customer

› Fuel the engine with data


Agenda

›New market dynamics require new marketing tools

›Build a contextual marketing engine to succeed in the age of the customer

›Fuel the engine with data


Customers move about with intentional

chaos…


…using and trusting technology at

unprecedented scale


Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

Michael Porter’s five forces revisited in the age of the customer


Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report

We have entered the age of the customer


Customer obsession:

A customer-obsessed enterprise focuses its

strategy, its energy, and its budget on

processes that enhance knowledge of and

engagement with customers and prioritizes

these over maintaining traditional competitive

barriers.


Marketing has a new remit: context.


How context changes marketing

BEFORE CONTEXT: AFTER CONTEXT:

• Campaigns

• Targeting

• Customer segmentation

• Media schedules

• Messages

• Transactions

• GRPs and CPMs

• Interactions

• Engaging

• Customer recognition

• Customer moments

• Utility

• Value exchanges

• Minutes of engagement


Why campaigns won’t cut it anymore

< 25% of consumers

trust offline ads**

62% of marketers will

grow digital budgets

this year*

< 20% of consumers

trust digital ads**

**Base: 61,104 US online adults (18+), **Source: North American Technographics® Online Benchmark Survey (Part 1), 2013

*Base: 395 UK and NA Enterprise Marketers**Source: Forrester ‘s Q3 2013 Digital Maturity Survey


Today’s campaign processes are linear

Strategy

Planning

Analytics

Design

Execution

CustomersCampaignsBrand

Campaign Performance


ENGAGE

ASK

USE BUY

EXPLORE

DISCOVERENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

But the customer life cycle is non-linear


The enterprise’s view of

the phases a customer

passes through in the

course of an ongoing

relationship with a

company


ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER

Customers are exposed to the

initial trigger that will lead them

to a new need or repeat

purchase of an existing need.

Customers research your

brand and product — and

their other options.

Customers go through the

purchase process and complete

the transaction.

Customers take possession of

their purchase, which includes

initial and ongoing impressions

of it.

Customers reach out to

get service or help with a

purchase.

Customers connect with brands

for nonservice reasons across

multiple channels.


Data underpins the entire life cycle

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVERENGAGE

ASK

USE BUY

EXPLORE

DISCOVER


Marketing’s future is building more, and more relevant interactions


Marketing’s job in the real time era: spark the cycle

MARKETING’S FUTURE IS BUILDING MORE AND MORE RELEVANT INTERACTIONS

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER


Interaction > Insight


Is your technology

helping you become

customer obsessed?


Agenda





MRM

Social listening

CRM

Supply chain

management

Content

management

DMP

Point-of-sale

Brand health

Campaign

management

Budget &

planning

Segmentation

Lead scoring

Ad targeting

MMM & attribution Call center tools

Web analytics

Mobile

Sales support

Collaboration

ENGAGE

ASK

USE BUY

EXPLORE

DISCOVER


Today’s Marketing Technology Stack Tries To Deliver Context


Four types of marketing technology


The contextual marketing engine at work

› Campaigns spark

interactions across the

customer life cycle.

› Insight and automation drive

the engine.

› Customer data and analytics

fuel the engine with insights.Big Data

Customer Database

REAL TIME

ANALYTICS

INTERACTIONS

MARKETING

AUTOMATION

INSIGHTS

DiscoverEngage

Ask

Use Buy

Explore


What will a contextual marketing engine do for you?

› Bridge the gap between marketing and experience.

› Drive more useful interactions with customers.

› Provide a persistent incentive to engage.

› Redefine the purpose of your campaigns.


Four key steps to building your contextual marketing engine

• Determine your brand’s North star.

• Identify your unique interaction cycle in support of that.Define your strategy1

• Reconceive the role of content to provide utility.

• Embrace iterative and agile approaches.

Reorganize your

processes2

• Take inventory of your existing technology assets.

• Identify new technologies needed to build the engine.

Adapt your marketing

technology portfolio3

• Use big data technologies to get predictive.

• Compress the data-to-insight process.

Accelerate innovation

with analytics4


Agenda





Turning data into fuel isn’t easy

What To Keep In Mind:

› Structured vs. unstructured

› Ownership and sourcing

› Capture and storage

› Privacy and governance


Thank you

Cory Munchbach

[email protected]

@corinnejames

+1 617.613.6534

© 2015 Denodo

Contextual Marketing – How Denodo drives it

Age of Customer – a customer obsessed strategy wins

Customer interactions and lifecycle is non-linear across 6 phases that cut across corporate functions

Campaigns spark the lifecycle, but you need contextual marketing to engage, draw insights and repeat.

Contextual marketing engine delivers 4 capabilities underpinned by customer and big data

Data comes from many places, needs to reach many functions to fuel the contextual marketing engine

Forrester Take Aways Denodo Enablers

Fast data access; Information-as-a-service; Agile integration

Organize canonical business entities used across dimensions

Single View of Customer; Data distribution across channels

Structured & unstructured; Internal & external; Real-time; Self-Service; Less replicated; Virtual

Unified data abstraction layer democratizes access to single source of truth across and beyond organization boundaries

© 2015 Denodo

Contextual Marketing - Heavy Equipment Maker

Engage customer through lifecycle

Data services access to machine generated data (IoT – Telematics)

Contextualizing data by combining with other internal data sources

Business use: predictive maintenance services

Predictive Maintenance Services

Dealer/Customer Dashboards

“Data Lake”HadoopCluster

Svc OffersReporting& Analytics

OSI PI

Virtual Data Services

Dealer

Service

Parts

© 2015 Denodo

Contextual Marketing - Heavy Equipment Maker

Enhance customer value

Asset performance optimization

Increase differentiation

Increase revenue and margin in service and parts

Business Drivers Contextual Engagement

Interactions

Engaging in value exchange

Customer-specific schedules

Ongoing

© 2015 Denodo

Holger Kisker, Ph.D.VP and Research Director

Session 4 Business Agility Must Be Based on a New Flexible and Agile Data Approach

Thank you!

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Data Virtualization for Business Intelligence andBusiness Agility in the Age of the Customer

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