sas customer analytics 2016 - mexico city - jesus hoyos

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Company Confidential - For Internal Use Only Copyright © 2012, SAS Institute Inc. All rights reserved. EL MARKETING TECHNOLOGY STACK Y COMO IMPLEMENTARLO CON AGILE MARKETING. JESUS HOYOS - @JESUS_HOYOS – SOLVIS CONSULTING, LLC #SASCA2016

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Page 1: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyr ight © 2012, SAS Institute Inc. All r ights reserved.

EL MARKETING TECHNOLOGY STACK Y COMO IMPLEMENTARLO CON

AGILE MARKETING.JESUS HOYOS - @JESUS_HOYOS – SOLVIS CONSULTING, LLC

#SASCA2016

Page 2: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

El CRM ahora es un ecosistema de herramientas, datos, cultura, procesos y gente. La fusión de tecnologías de CRM, Analíticos, Advertising, y Marketing

necesitan un modelo operativo ágil.

141 10194

#SASCA2016

Page 3: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

• Agile Marketing – “Test and Learn”

• Data Integration – “306 Degree View of Consumer”

• De Marketers a Marketing Technologists

• AdTech se fusiona con MarTech y CRM

• Marketing Dashboards – “Decision Making In real-time”

#SASCA2016

Page 4: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

141 10194

#SASCA2016

Page 5: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

141 10194

#SASCA2016

Page 6: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

141 10194

#SASCA2016

Page 7: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

141 10194

#SASCA2016

Page 8: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

141 10194

#SASCA2016

Page 9: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

• Datos

• Audiencias

• Contenido

141 10194

#SASCA2016

Page 10: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

http://www.business2community.com/content-marketing/engaged-content-driven-marketing-just-content-marketing-01466651#

dsVOJszAxuPQoSm9.97#SASCA2016

Page 11: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

#SASCA2016

http://agilemarketingmanifesto.org/ http://www.docurated.com/all-things-productivity/agile-marketing-resources

Page 12: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

#SASCA2016

Page 13: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

• Multi-Channel Performance• Spend by Channel• Weekly Engagement By Channel• Top Performing Video• Customer Journey Effectiveness• Online Display Effectiveness• Cost Per Lead / Per Channel• Spend by Channel vs Buzz• Customer Life Cycle Performance: Awareness, Consideration, Decision,

Experience• Co-Hort• Conversions

#SASCA2016

Page 14: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

Resumiendo1. Muchas marketing technologies: Ads, Marketing Automation, CRM2. Enfoque en crecimiento3. Modelo 70/20/104. Datos, Audiencias & Contenido5. Agile Marketing6. Marketing Dashboards – “always on”, “always testing”

#SASCA2016

Page 15: SAS Customer Analytics 2016 - Mexico City - Jesus Hoyos

Company Confidential - For Internal Use OnlyCopyright © 2012, SAS Insti tute Inc. Al l r ights reserved.

MARKETING TECHNOLOGIES ADTECH + MARTECH + CRM = MARKETING ANALYTICS

Muchas gracias!Jesús Hoyos – [email protected] www.solvisconsulting.com

#SASCA2016