about wine, love and data-driven marketing

shanghai | january 2016 | luca destefanis | twitter: @lucadeste

about Wine, Love & Data-Driven Marketing

LUCA DESTEFANIS IBM, AP MARKETING EXECUTIVE World B2B Marketing Chief Congress Shanghai, January 21st 2016


Buyers LOVE Brands


Buyers Want You To Get Personal


4x more likely to consider a brand, if believe the brand will provide business value

14% of buyers perceive enough meaningful difference between brands’ business value to be willing to pay extra

2xPersonal value has twice the effect of business value across a broad range of commercial outcomes


91% of CMO say they should use more customer data to drive

decision making

shanghai | january 2016 | luca destefanis | twitter: @lucadeste 11

Cognitive

Surveys Systems


- 78%, +9%

10x

5X-50X

3x

Cognitive

Surveys Systems

decrease in touches with uplift in responses

more likely to respond from inbound tactics

more quality responses with the right offer (i.e. Software Downloads, Online Demos, Webinars)

click-rates by personalizing content by industry


77% of CMOs are making major changes to focus more on

Customer Experience


Discovery Engagement Purchase/AdoptionCommitment Advocacy

Buyers Want A Personalized Experience


Discovery Engagement Purchase/AdoptionCommitment Advocacy

140x

63% to 93%

10X

+23%

increased clicks to content by adding a clear call to action button

the bounce rate for traffic linking from non-English content to English

Response-to-Lead conversion rates with live chat

increased clicks by simplifying page content


The US mobile operator masters the art of customer analytics through calls data and

social sentiment mining to reduce churn rate

The leading sporting goods retailer in China captures through its web, mobile and social

media sites all personal and shopping data to launch precision-guided marketing initiatives

The Netherlands’ largest online retailer is grabbing the attention of browsers and

abandoners with a comprehensive behavioral retargeting program

A Hong Kong television broadcaster is using sophisticated analytics to analyze its station’s viewers, programs rating and greatly increase the effectiveness of its advertising promotions

Dutch bank ING Bank personalized marketing activities based on client data and online

interactions, and moved from campaign to continuous dialogue with customers

Luxottica, world’s leader of eyewear captures interactions across every channel on 100

million customers, to define highly segmented customer behavior for targeted marketing

initiatives

The US retailer uses advanced mathematical models to describe a customer’s behavior to

cluster customers based on motivation, engagement and buying behavior

* * *

* * *

* * *

The Japanese retailer adopted a multi-channel marketing platform to strengthen relationship

with its customers based on behavioral analysis

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China Mobile leverages customer data to offer personalized recommendations: analyze user behavior to build profiles and develop personalized service offerings, recommend personalized applications on smart phones, and suggests the best device for users when

they are ready to upgrade


Luca Destefanis. IBM [email protected] @lucadeste ibm.com/csuitestudy

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