oracle customer advisory board presentation, napa, february 2014
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TRANSCRIPT
The Makings of the Modern Marketer
April 3, 2014Charlene Li, Founder and AnalystAndrew Jones, Analyst
This was once the scale of a customer relationship
Today it’s not so easy.
How do we build one-to-one relationships at scale?
In 2014, the customer journey will continue to fragment, making it harder than ever for brands to track and engage with customers
Marketing Sales Customer Service HR Innovation etc.
The Dynamic Customer Journey
Awareness Consideration Intent Purchase Support Loyalty Advocacy
“A friend of mine gets Christian Mingle ads, even though he’s Jewish and married. That shouldn’t happen. His religion and marital status are available on Facebook.”-Bill Piwonka, VP Marketing Janrain
90%Of companies are committed to delivering an integrated customer experience
Source: Econsultancy & CACI
20%Have a well developed strategy
Source: Econsultancy & CACI
The Modern Marketer Aims to:1. Provide consistent, exceptional,
personal experiences2. By leveraging the right customer
data3. Delivering the right message, at the
right time, in the right channel
The Modern Marketer Aims to:1. Provide consistent, exceptional,
personal experiences2. By leveraging the right customer
data3. Delivering the right message, at the
right time, in the right channel
Brands prioritize customer experience, change their perspectiveInside out Outside inWhat is the customer’s experience?How can it be improved?
Image source: Betsy Weber, Flickr, used under Creative Commons
40% of $1billion+ enterprises have a Chief Customer Officer
Source: CCO Council
Personalized messaging is more effective
Research shows that personalization can deliver five to eight times the ROI on marketing spend, and lift sales 10% or more.
- McKinsey, HRB blog, 2012
It’s about relationships
$$$ $ $$$$$$
Location
Demographics
Transaction history
Socialgraphics
Etc.
Each customer is unique
Browsing history
The Modern Marketer Aims to:1. Provide consistent, exceptional,
personal experiences2. By leveraging the right customer
data3. Delivering the right message, at the
right time, in the right channel
Little Data trumps Big Data
When is it valuable to know more about customers? What data matters?
• Lead scoring
• Prevent Churn
• Conquesting
• Sampling
• Reward loyalty• Promote advocates
• Reactivation
• Productpersonalization
• Identifyinfluencers
• Lookalike Audiences
• Anticipatesupport
SEM
Website content
Ads:display,
retargeting, affiliate
SMS
Case Study: Universal Music Group uses social data to better target customers
• Profile• Friends• Reviews• Comments• Location• Shares• Views• Likes
Universal Music Group uses social data to better understand customer interests
1. Match social profiles to email through social login
Social scores
Append to email database
2. Capture social signals• Facebook Likes• Twitter Follows• Spotify Listens• Youtube Views
Non-Targeted EmailUnique Open Rate:
• “Batch & Blast”• Content Heavy, 20+
Promoted Items
UMG’s Interscope Records customer email
7%
Targeted Twitter Followers of • Will.i.am• Britney Spears• Lil Wayne• Diddy
Interscope sees lift in open rates by targeting with social signals
Semi-targeted EmailUnique Open Rate:
16%
Targeted by:• “The XX” Social Scores*• Great Gatsby Social Scores
Combining social scores for even greater relevance, open rates increase 10x
Targeted EmailUnique Open Rate:
*Note: for those unfamiliar, “The XX” is a band
66.7%
The Modern Marketer Aims to:1. Provide consistent, exceptional,
personal experiences2. By leveraging the right customer
data3. Delivering the right message, at the
right time, in the right channel
Retargeting is effective—but closing the loop is hard
Tools have potential to scale relationships
Customer action(e.g. download whitepaper,Watch product video)
Update lead score, send relevant message
Customer data is in silos
ServiceSales Loyalty Social Marketing
Consolidation of technology components is inevitable: data + engagement
Social Monitoring
Social Media Management
Marketing Automation/Email Marketing
Content Marketing
Data and CRM
DMP/Third party dataData
Engage
Social NetworkOracle Social NetworkCollaborate
The Modern Marketer Aims to:1. Provide consistent, exceptional,
personal experiences2. By leveraging the right customer
data3. Delivering the right message, at the
right time, in the right channel4. Through an organization of Modern
Marketers
What does a modern marketer look like?
Today, everyone is contributing to a dynamic customer journey
Digital Leadership Framework
Create Sticky
Content
Set Engagement Strategy
Filter Information/engagemen
t for meaning
Drive Organizatio
nal Capabilities
Personal Organizational
Internal
External
Assessment and Recommendations
Self-assessment: On a scale of 1-5, how do you rate yourself?
• Data about customers• Ability to create content &
experiences• Ability to deliver those experiences• Organizational integration
The Modern Marketer Will:1. Leverage the right customer data2. to provide consistent, exceptional,
personal experiences3. by delivering the right message, at
the right time, in the right channel4. through an organization of Modern
Marketers
So customer relationships can feel like this again
Thank YouCharlene [email protected]@charleneli
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
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