J Graeme Noseworthy Strategic Messaging Director IBM graemeknows
J. Graeme Noseworthy Strategic Messaging Director IBM @graemeknows
What are the leading trends in data-driven marketing and loyalty for today’s digital economy? @graemeknows
CMOs feel underprepared for the deluge of data and the growth in social media; the pace of change is too fast Preparedness for the data explosion 71% 82% 29% 18% 2011 @graemeknows 2013 Preparedness for social media 68% 66% 32% 34% Underprepared 2011 2013 Source: 2014 IBM IBV Global C-Suite Study
CMOs expect to accelerate the introduction of digital marketing technologies over the next three to five years Intended use of digital technologies (3 to 5 years) Advanced (predictive) analytics 94% 66% Mobile applications 80% Customer relationship management 81% Collaboration tools 68% Content management 73% Search engine optimization 62% Reputation management 47% 46% Email marketing 2013 @graemeknows 63% 94% 89% 87% 81% 80% 79% 2011 Source: 2014 IBM IBV Global C-Suite Study
CMOs identified three critical success factors for dealing with the emerging digital economy Use advanced analytics for deep customer insight Define a rewarding customer experience Effectively execute on the customer promise @graemeknows Source: 2014 IBM IBV Global C-Suite Study
How does Big Data & Analytics enable CMOs to generate real customer loyalty to drive marketing performance? @graemeknows
Key Shifts in Marketing are driving the urgency to act 1. Ongoing emergence of Big Data 2. Shift of power to the consumer 3. Increasing pressure to do more with less 4. Recognition that loyalty drives performance @graemeknows 65% of business are not using big data for business advantage 84% of consumers rely on social networks for purchase decisions 32% higher return on invested capital for organizations using advanced analytics *2013 IBM IBV Big Data and Analytics Study & ODM Group Study
Addressing Key Imperatives that are aligned to business results 1. Optimize operations and reduce fraud 2. Maximize Insight and IT Economics 3. Acquire, Grow & Retain Customers 4. Transform Business Practice 5. Create New Business Models @graemeknows From Acquisition To Personalization From Retention To Loyalty
How does Big Data & Analytics help marketers to gain one single, reliable vision of the customer? @graemeknows
Paradigm shifts enabled by big data Leverage more of the data being captured TRADITIONAL APPROACH All available information Analyze small subsets of Information @graemeknows BIG DATA APPROACH Analyzed information All available information analyzed Analyze all information
Paradigm shifts enabled by big data Reduce effort required to leverage data TRADITIONAL APPROACH Small amount of carefully organized information Carefully cleanse information before any analysis @graemeknows BIG DATA APPROACH Large amount of messy information Analyze information as is, cleanse as needed
Paradigm shifts enabled by big data Data leads the way—and sometimes correlations are good enough TRADITIONAL APPROACH Hypothesis Question Data Exploration Answer Data Insight Correlation Start with hypothesis and test against selected data @graemeknows BIG DATA APPROACH Explore all data and identify correlations
Paradigm shifts enabled by big data Leverage data as it is captured TRADITIONAL APPROACH BIG DATA APPROACH Data Analysis Data Repository Analysis Insight Analyze data after it’s been processed and landed in a warehouse or mart @graemeknows Analyze data in motion as it’s generated, in real-time
OK, so now what? @graemeknows
To outperform as data-driven marketers 1. Use analytics to improve core competitiveness but understand that it’s a consumer requirement Capture and consolidate Before disparate data about consumers across touch points for 1 version of the truth 2. Make data-driven loyalty a real differentiator 3. Be more right, more often… and let your customers know it. 4. Collaborate across the enterprise to increase adoption of your loyalty programs. 5. Send the value downstream where your customers are “wading” for you @graemeknows During Uncover hidden patterns and associations within consumer data to predict what they are likely to do next Review, measure and apply After the optimal offer, time and channel that is best for each individual prospect and customer
Manage Risk from agency to audience and back 1. Guard against poor-decision making 2. Protect against security and privacy risks 3. Get the risk-opportunity equation right 4. Keep your audience informed at all times Access the right data Apply governance policies Comply with regulations Use T&Cs anyone can grasp @graemeknows
Create Agility by applying analytics across the board 1. Adopt a new approach to the onslaught of data 2. Unify to Utilize – knocking down silos to add data and add value to loyalty programs 3. Build a culture that infuses analytics everywhere 4. Create Data Attraction Strategies that refine insights into relevance and then drive that relevance back to the consumer 5. Personalize each step. Consistency is authenticity. Loyalty is more than a name or a list of recent transactions. @graemeknows Systems of Record CRM / Transactions / ERP / Products / Content / Documents / Offline / Finance meets Systems of Engagement Ads / Clickstreams / Social / Mobile / DMP / Experiential / Call Centers / Saa. S
How do leading marketers transform their big data & analytics environment to outperform in their industry? @graemeknows
Creating an Ecosystem of Insights & Loyalty which in turn generates measureable relevance and revenue Data sources Real-time analytics Actionable insight Linear & Non-Linear Cognitive Image and video Enterprise content Transaction and application data Information ingestion and operational information + + Social data Third-party data Exploration, landing and archive Enterprise warehouse Customer experience New business models Financial performance Data mart Predictive analytics and modeling Analytic appliances Reporting, analysis, content analytics Information governance @graemeknows Decision management Enhanced applications SYSTEMS—SECURITY—STORAGE Risk Operations and fraud IT economics Discovery and exploration
Sending the Value of Insights Downstream Industry Leaders understand loyalty requires horsepower 1. Coupons. com – gain accurate insight into marketing campaigns and consumer preferences 2. Catalina Marketing – make the most of every single transaction at the client’s POS 3. Coca-Cola – build brand loyalty while enabling the creation of campaigns tailored down to the persona 4. Best. Buy – create hyper-personalized marketing campaigns and e-coupons, boosting customer loyalty @graemeknows
Real World Case Study: Coupons. com unprecedented views into marketing performance, sales and revenue Situation: The sheer volume of consumers, partners, sales channels, coupons and products it offers leads Coupons. com to generate and capture massive amounts of data. Data types include consumer profiles, transactions, detailed coupon information and account information for corporate customers. Solution: Integrate structured and unstructured data from multiple internal and external sources, and run complex queries. Provides corporate and account management analysis dashboards and ad hoc query capabilities used by the account management, corporate, client marketing and partner marketing teams. Benefits: Generates analytic reports and queries up to 95 % faster, in minutes instead of hours. Helps improve account management and campaign measurement and supports intelligence-based decision making for personalized campaigns. @graemeknows
Real World Case Study: Catalina Marketing making the most of every single transaction at the client’s POS Situation: Catalina collects, stores and analyzes data to determine the buying preferences of millions of households. They sell this information to customers, such as grocery stores and pharmacies, so they can better understand serve their consumers right at the POS. Solution: Catalina implemented big data and analytics hardware and software to store large volumes of data, manage data growth and perform data analysis on complex and large data sets at extremely high speeds. Benefits: Catalina saw dramatic reductions in processing times enabling them to add value in real time to the customer experience at the point of sale… and beyond. @graemeknows
Real World Case Study: Coca-Cola, Inc. bringing loyalty programs from a few features to a full experience Situation: Coca-Cola’s goals are to grow brand advocacy and increase consumer engagement across its many brands, with a focus on expanding its member base and turning more of its My Coke Rewards members into engaged members. Solution: Build a sophisticated consumer database solution that tracks, monitors, manages and analyzes virtually all demographic, behavioral and interaction data of its 25 million loyalty program members. Provide insight into how consumers feel toward the company’s brands and how best to build and inspire brand devotion and social advocacy. Benefits: Drives goal of doubling loyalty program membership from 25 M to 50 M members. Provides insight into how they interact and feel about the brand. Helps determine which strategies are necessary to build brand loyalty and create highly relevant campaigns tailored down to the persona level. @graemeknows
Real World Case Study: Best Buy Stores making loyalty interconnected, instrumented and intelligent Situation: Marketers depended on an outdated system to run marketing campaigns. Getting access to the data was difficult at best. They needed to extract customer data subsets to develop segmentation and other predictive models, and then use the resulting models to score its overall customer database before running campaigns. Solution: Create a multichannel view of each customer’s activity, including orders, products, website visits, clickstream, campaign response, social media activity and other metrics. Deliver customer behavior segmentation and analytics capabilities, as well as best practice reporting. Benefits: Increases data processing speeds by 450 x, accelerating data analysis and segmentation. Accelerates report generation speeds by 90%+, from weeks to minutes, helping marketers develop and execute campaigns faster. @graemeknows
THINK BIG Start Small Imagine it. Realize it. Trust it. Build a culture that infuses analytics everywhere Invest ahead of scale in a big data & analytics platform Be proactive about privacy, security and governance
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