how innovative marketers deliver results (an ibm webinar)

© 2012 IBM Corporation

How Innovative Marketers Deliver Results Through Optimized Marketing Processes July 12, 2012

Mayer Becker, Motorola Mobility Gregg Aamoth, Macy’s


Generation C : The Connected Customer

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The Connected Marketer

Genera&on C is not a demographic. It’s everyone. They’re connected to your brand 24/7, and they’re empowered....

The Connected Customer

Connected consumers engage across channels and want marke&ng so relevant and personal, it feels like a service. Use 5 cri&cal steps to become a connected marketer – Collect, Analyze, Decide, Deliver and Manage

www.ibmconnectedcustomer.com

#IBMMarketing


Webinar agenda

§ Introduction to today’s speakers § Opening thoughts from latest IBM marketing surveys § Overview of how Motorola Mobility drives efficiency with IBM EMM

§ Overview of how Macy’s delivers performance effectiveness with IBM EMM

§ Q+A

© 2012 IBM Corporation 4

Gregg Aamoth, Former VP Customer Marketing Systems Macy’s • Measuring and understanding performance effectiveness

Mayer Becker, Sr Director Global Marketing Systems Motorola Mobility • Measuring and delivering internal marketing efficiency

Today’s speakers


Webinar agenda



§ Q+A


CMOs believe ROI on marketing spend will be the number one method for determining success by 2015

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Seven most important measures to gauge marketing success Percent of CMOs selecting success measurements

Source: IBM’s 2011 Global CMO Study

Customer experience

Conversion rate/new customers

Marketing ROI

Marketing-influenced sales

Revenue per customer

Overall sales

Social media metrics

63%

58%

48%

45%

42%

42%

38%

Measuring and driving marke/ng ROI is a key benefit of Marke/ng Performance Op/miza/on

• More than 1700 CMOs were interviewed around the world!


And 34%

27%

Manually analyze attribution through spreadsheets.

Of marketers don’t perform attribution.

Challenges in Accessing, Managing and Analyzing Data across Channels

Base: Total Sample (n=362)

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A key part of measuring marketing effectiveness is through attribution… but there’s still work to be done

Ability to measure effectiveness

Multiple systems & data sources A significant challenge

Neutral Not a challenge

58% 27% 15%

58% 26% 16%

44% 30% 26%

51% 29% 20%

45% 32% 23%

Managing complex business rules

Number of offers distributed through channels

Software scalability


Good marketing is like a good dialogue

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Manage marketing processes and

measure results

Decide on the best marketing action

Deliver engaging messages and capture reactions

Collect data that augments

each customer profile

Analyze marketing data to find

actionable insights

The five critical capabilities of a “connected marketer.”


Our webinar will focus on connected customers within the Marketing Performance Optimization solution

USER GROUP NEED EMM SOLUTION

Digital Marke&ng

Op&miza&on Digital marketers

Turn online prospects into repeat customers and loyal advocates

Marke&ng Interac&on Op&miza&on

Customer rela/onship marketers

Engage each customer and prospect in a one-‐to-‐one dialogue across communica/on channels

Marke&ng Performance Op&miza&on

Marke/ng leaders & planners

Improve marke/ng opera/ons and planning to maximize marke/ng ROI

Merchandising & sales planners

Price, Promo&on, and Product Mix Op&miza&on

Align prices, promo/ons and product offerings to increase customer loyalty and profit


Introducing the value of IBM Marketing Performance Optimization

Marke&ng Opera&ons

Marke&ng Performance St

rategic Eff

ec&v

eness

Ope

ra&o

nal Efficien

cy +

•  Promotes Best Practices •  Drives Productivity •  Delivers Accountability •  Promotes organizational Alignment

•  Delivers fact-based strategic marketing mix planning •  More precisely measures campaign effectiveness •  Determines channel and program ROI


Webinar agenda



§ Q+A


Delivering marketing efficiency by

Automating Procure-to-Pay with IBM Unica


Motorola Mobility – a global OEM and industry leader in mobile phone manufacturing and distribution

3/12/13

© 2012 Motorola Mobility, Inc. – All Rights Reserved

Motorola Mobility §  Originally part of Motorola, Inc.

– Spun out as Motorola Mobility Inc. 2011

– Acquired by Google in 2012 §  Multi-billion dollar, multi-line OEM §  Two major lines of business:

– Mobile phones and accessories – Cable products

§  30-40 phone product launches per year §  Global marketing organization

– Central services in Libertyville – 6 Regional organizations – 25+ countries

DROID RAZR Maxx by Motorola

DROID is a trademark of Lucas Films Inc, and used under license.


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The Situation: a busy, global organization had to get things done with stringent processes and few tools

§ A hectic work schedule – 30 to 40 product launches in a year

§ A dual, multi-step procure-to-pay process

§ 4000-5000 legal documents per year with processing time of 10-15 days

§ Limited automation –  Law department had a stand-alone workflow tool, email for all else –  Ariba for procurement management, but assumed Statements of Work were already approved

and signed

§ Multiple stakeholders – marketing, finance, procurement & legal – had to review/approve documents

§ Limited number of individuals to sign agreements

3/12/13 © 2012 Motorola Mobility, Inc. – All Rights Reserved


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The Result: an unacceptable violation of internal controls and an inefficient work environment

§ Standard Operating Procedure clearly laid out how procure-to-pay had to operate

§ Internal audit revealed 80% of US-based vendor work began before a Statement of Work was agreed and signed; a SOX issue

§ Posed risk to the company & vendors

§ Caused hours of unnecessary work: – Where’s my SOW? – Is there an Officer available today who can sign my SOW? – Does anyone have a copy of last year’s SOW?



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The Solution: automate the procure-to-pay process using Unica Marketing Operations

§ Unica Marketing Operations (UMO) was already available, having been installed as part of an upgrade to our consumer marketing capabilities (E-CRM/campaign management)

§ Engaged consultants to configure UMO templates to handle routing and approval of legal documents

§ Laid out adoption roadmap, training and change management program

§  Integrated UMO with Ariba for seamless information flow

§ Added additional signatories

§ Proposed new procedures for exception handling and gained agreement with finance, procurement, legal and internal audit



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The Outcome: compliance with internal controls and more timely information for the marketing team

§ Achieved 83% compliance in third quarter after deployment (up from low 20’s) and have maintained +80% since

§ On-boarded 10 Administrators, 75 requesters and 20 approvers in the US, Canada and Mexico

§ Handled 2500+ legal documents and reduced processing time to 3 days

§  Integrated with Ariba for a nightly feed of purchase request status information, which populates the UMO Project Template

§ Created a system of record for all marketing legal documents

§ Delayed deployment to additional countries due to resource constraints; deployment restarting Q3 2012



Webinar agenda



§ Q+A


Delivering performance effectiveness through

Omnichannel Marketing and Measurement


The Company: national corporation with department store and luxury department store brands.

Products Brands combined have ~1000

locations, with product segmented by

market and customer lifestyles.

Content Over 2 billion digital and printed

marketing impressions each year -

versioned and targeted to optimize a

specific customer’s response and spend.

Solu&on •  IBM Unica used to drive nearly 5 years of multichannel

purchase and promotion history for >40 million customers.

•  Both brands use Coremetrics browser history matched to

individuals and their in-store purchases.


The Process: Omnichannel Marketing Lifecycle

Targeting and Segmentation

Marketing Strategyand Campaign

Planning

CampaignExecution

Model Optimization

Reportingand Customer

Analysis

Offer and Content Creation

Print and OnlineProduction

CustomerMarketing

Dashboards


An overview of the Marketing Data Ecosystem needed for measurement

§ Single, hierarchical view of the customer across brands and channels § Consolidated, omnichannel view of:

– Campaign definitions and contact history – Purchase and non-purchase history – Short and long-term customer segmentation – Customer & marketing KPIs and ROI analysis

Quality Data

Reliable Measures

Better Decisions


Tips on measuring effectiveness with Omnichannel Marketing

§ One group responsible for reporting effectiveness of marketing across

all media types and channels.

§ Focus on standard terminology, definitions, and sources for

measurement.

§ All metrics are in Customer Centric terms and perspective, for

example online purchases are tracked on the date the Customer

clicked ‘buy’, not the date the product was shipped.

§ Must educate executive stakeholders why reports that originate from

different systems or are channel specific don’t “foot”.


In Progress: statistically driven arbitration and attribution

§ Common campaign definitions in ALL media and channel types.

§ Pre-defined “shelf-life” for every

exposure. § Response analysis based on

the people and products promoted.

§ Self-learning model determines appropriate attribution for each customer and media

Average $10 $10 $10

Ads

Time Window

First $30

Ads

Time Window

Statistically Inferred $5.8

Ads

Time Window

$15.3 $8.9

Last $30

Ads

Time Window


The Future: delivering Omnichannel Contact Strategy

§ Driven by Marketing ROI, Customer Profitability, and Customer Loyalty.

§ Includes opportunity for customer to control the frequency and type of

contacts § Incorporates voice of the customer feedback and Marketing’s effect

on Net Promoter Scores

Goal: Aggressive migration of marketing spend toward targeted and measureable media – including enhanced targeting through traditional

media.


Webinar agenda



§ Q+A


Ques/ons?

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Join the conversation. How do you connect with customers? #IBMMarketing to join the live Twitter conversation and see it here: http://www.ibmconnectedcustomer.com Mayer Becker, Motorola Mobility Gregg Aamoth, formerly Macy’s [email protected] www.linkedin.com/pub/gregg-aamoth www.linkedin.com/in/mayerbecker

how innovative marketers deliver results (an ibm webinar)

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