Strategies for the Marketing Mind

TransformationThe alignment of and continuous optimization of people, process, technology and data in a way that dramatically improves the customer experience.

Customer Experience Leaders Outperform the Market

Fire, Ready, Aim

12%immersed themselves in the customer experience

25%actually studied the digital customer experience

88%of companies are

going through a

digital

transformation

Arke Customers in Transformation

Customer Experience

Revenue Growth

Enabling Personnel

System Integration

Data Driven

Strategic Themes of Transformation

Strategies & ExperiencesLooking at interactions with customers, prospects, influencers, partners, and employeesacross the entire organization.

Key Transformation Outcomes

Example Customer Journey

Imagine if…

the experience on bestbuy.com changed based on the type of computer we visited from. One experience being a Mac the other being a Dell

Implicit Personalization is based off these available factors…

• Location (Atlanta or San Francisco)• Browser (Chrome or Internet Explorer)• Computer type (PC or MAC)• Time of day (Morning or Night)• Screen size (think responsive)

What the browser tells us

Implicit Personalization

Imagine if…

the content on Starbucks.com changed based on our previous purchases made with the Starbucks app…

Explicit Personalization is based off these available factors…

• Any data you own (CRM/ERP/Other)• Third Party data sources

• Acxiom (b2c)• Demandbase (b2b)

What CRM tells us

Explicit Personalization

Click any link in the email and the starbucks.com immediately closes the loop with CRM and knows all about me

Imagine if…the experience on cnn.com changed based on the type of content we consumed on our last visit or the referring source

Behavioral Personalization is based off these available factors…

• Current visit activity• Previous visit activity• Referral source

What the experience tells us

Behavioral Personalization

CNN after they realize I love to travel topics

Generic CNN

Predictive Analytics, Data-Driven Marketing

Decisions

Agile Personalization Marketing Cross-Channel to individual users

Automated Reactionary, Preventative & Predictive

Content Marketing Capabilities

Comprehensive Data Collection Program(Minimum Viable Data)

Arke’s Customer Centricity Model

Implementations &

Platforms

Case

Study

Technologies: Hadoop,

Crownpeak, MSCRM,

Omniture, Sitecore,

Silverpop

Supporting Digital Initiatives

AFLAC

Increased

customer and

prospect

engagement

Reduced

marketing

and agency

dependency

on IT

Cross channel

visitor

analytics

Reduce time

to market for

digital

properties

Improved

customer

experience

Multi Agency Support &

Governance

Standard Digital Content

Delivery Platform

Increased

agent

retention

Case

Study

Technologies: MongoDB,

MSCRM, Silverpop,

ExactTarget, MICROS POS,

MSCRM, Azure ML

Digital Program Management

Herschend Family Entertainment

50% increase year over

year in online revenue.

Heavy Email & Nurture

campaigns driven by CRM

and Exact Target

Case

Study

Technologies: Oracle

RightNow, Shopatron,

MongoDB, Sitecore, Oracle

Responsys, Azure ML

Digital Commerce Transformation

MIZUNO USA

Increase

engagement

with custom

applications

Reduced

marketing

and agency

dependency

on IT

Support

retailing

events and

marketing

Collapse

ecommerce

funnel

Increase

ecommerce

revenue

Personalized and Engage in

Ecommerce Channels

Implement Customer

Experience Management

Upsell and

cross sell

divisions and

products

Engagement

Opportunities

ABOArke Business Optimization; is an audit of people, process, technology, and data giving you the insight to change your business.

vCMTOvCMTO – Chief Marketing Technology Officer; with a strategy and understanding we take responsibility for staff, partners and vendor execution.

MTAMarketing Technology Alignment; try us out, see how we think, how we can help you think and get a roadmap.

51%

TRANSFORMTEST AUDIT EXECUTE

ARKE Optimal Engagement Stages Engagement Stages

We move through 3 stages together

increase in shareholder value

ARKE Optimal Engagement Stage 3 vCMTO Offerings from Arke

We provide the methodology and configuration that allows you to track marketing analytics across channel and funnel stages.

Multi-channel Attribution Program

Multi-channel Personalization ProgramTake advantage of Personalization; we consult with you to define the top opportunities for personalization, AB testing and marketing technology capabilities needed.

A complete data layer under your marketing technology platforms, this is a merged data profile of all click steams, opens, ecommerce, scores, out of all marketing platforms.

Marketing Data Program

We use our selection methodology and work closely with you to work through the RFP and selection of a new platform; be it CMS, CRM, Email, Analytics, etc…

Platform Selection Program

Let’s get tactical! We actually execute our ideas.

• Project Based Engagement • Mix of Waterfall (Define & Design) and Agile (Implementation)• Fixed Priced SOWs broken up over multiple phases of a project.• Teams always include a program/project manager and resources necessary to execute the

specific project requirements developed in the define and design stage.

• Retainer Based Engagement• Agile Process• Based on rate card and volume (wide range $75/hr - $275/hr)• Teams typically include a program/project manager over seeing a team(s) that are executing

against project briefs where we define minimum viable results.

• Arke Program Management (APM)• Similar to Retainer Based Engagements • Arke takes on the overhaul success of the transformation and is responsible for client teams,

third party vendor teams, software partners, etc… • APM Retainers start at $10,000/month

ARKE Program Management Offerings Engagement Types

Who is

Arke?

Marketing Technologists75 consultants supporting enterprise customers

A Loyal Partner300+ Projects with a 94% client retention rate

Sitecore, Microsoft, and SFDCExtremely close with our software partners (ask how!)

InnovatorsWe are constantly improving our software partners products with our own products

Digital Business Transformation

Who is Arke?