data är makt - varför crm chefen är nästa cmo
TRANSCRIPT
DATA ÄR MAKT ELLER VARFÖR CRM CHEFEN ÄR NÄSTA CMOCRM Barometern
5.4.2017
@emmastorbacka
@avaus
AVAUS FACTS
EMPLOYEES150
OFFICES3+2
REVENUE 201615M€
EBITDA 2016>10%
ANNUAL GROWTH**40%
* AVERAGE SINCE 2009
STOCKHOLM40
GDANSK15
HELSINKI95
MÜNCHEN
OSLO
WE SUPPORT OUR CUSTOMERS IN CROSS-COMPETENCE TEAMS
MARKETING STRATEGY
DATA & ANALYTICS
CREATIVE & CONTENT
MARKETING TECHNOLOGY
DIGITAL MEDIA
GROWTH HACKING
An agile competence team
[Världsrekord i snabb introduktion om hur
världen förändrats och blivit mer digital]
Data
Automation Cloud
Science ArtGreat CX
Great €€€
6
Compared to 10 years ago, CMO’s are expected to have a more data-driven, and revenue driving approach, but...
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Close to 50% of CMO’s in top 30
retailers in the US have departed
within the past 12 months
Russel Reynolds
Associates
Dec 2016
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Why was that?
Because of the rising demands on business results
9Source: Russel Reynolds Associates 2016
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The CMO
interview
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Hur förvandlar du data och insikt till en
kundupplevelse som skapar affärsvärde?
Data = customer insight
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Descriptive
What has happened?
What does our customers
like/dislike?
How do they behave?
Prescriptive
What should be done to increase
profitability of this customer?
What should we do more of, and
what should we do less of?
Predictive
Who will likely respond to this
campaign?
What product / action should we
recommend?
Who will churn?
Data = relevance
Mass
marketing
Reach
First use
cases: Individual
programs /
campaigns
Impact
Target state:
Hundreds of data
driven, targeted
campaigns,
programs and
experiences
Data = accountability
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• What is actually creating an impact?
• What marketing money has the best ROI?
• What should we do more of? What should we
do less of? To maximize our ROI?
• Which customers are worth investing more in?
• Where are our best customers coming from?
• How do we recognize a bad customer faster?
• How do we increase our profit margins with
smarter campaigns?
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Hur bör en “marketing stack”
se ut för att möjliggöra planen?
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My advice to a CMO?
Consider a career
change...
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US66%
Nordic3%
UK6%
EU (Excl UK,
Nordic)13%
ROW12%
Martech Market 2016
$22
$10 $10
$4 $0
$33
$14 $14
$5
$0
US Nordic UK EU (ExclUK,
Nordic)
ROW
Spend Per Cap 2016 SPC 2020
Source: Marketing Applications Vendor Shares and Forecast
(Custom Delivery for Avaus) IDC, January 2017
NORDIC INVESTMENTS IN MARTECH
ARE SIGNIFICANTLY LOWER THAN IN
THE US
DMP
Creation and privacy of unified profiles
Audiences and activation to channels
MDB / CDP
Data management
Analytical environment
Segmentation,
1st party
real-time web data
web analytics
1st party
customer data
CRM or EDW
2nd party
Partner data
sources
3rd party
external data
sources
Data sources
Digital
channels
Data layer
Advertising
DSP’sSocial media
Social platforms
Own channels
Marketing
automation
Content
CMS or publishing
platforms
The typical components of a marketing technology stack
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Hur skapar du resultat varje dag?
Science ArtGreat CX
Great €€€
Most important KPI for a Growth Hacker?
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Change in % over time
- on selected key performance indicators
How to make sure your team won’t create results?
Accepting metrics myopia
”The traffic volume to our website
has gone up steadily all year”
Siloed channel thinking
”Traffic acquisition and media is not
in the scope of CRM”
Poor cost/benefit analysis
”Please use 1 day per month for
optimization and development of
existing processes”
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Hur leder du förändringsarbetet
med ditt team och din ledningsgrupp?
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MEDIA AGENCY
DIGITAL AGENCY
ADVERTISING AGENCY
DATA &ANALYTICS PARTNER
PRODUCTION AGENCY
CONTENT MARKETING AGENCY
MARTECHPARTNER
COMPANY
STRATEGY CONSULTING
CentraliseraDu kommer att behöva en
strategisk transformations-
partner
27
Fokusera!Du kommer längre på
att leverera
affärsresultat än
crazyga kampanjer
(även om de är lite kul
också)
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Motivera!Transformation är en ledarskapsfråga – du behöver skapa en tydlig
och mätbar målbild för ditt team!
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You’re
hired!
Pepp inför din CMO intervju
(eller hjälp när du fått jobbet):
Emma Storbacka
+46760518087
@emmastorbacka
@avaus
Tack!