the benefit and output of marketing & it collaboration in today's dynamic business and...

IT and Marketing Partnership

September 25, 2013

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The benefit and output of marketing & IT collaboration in today’s dynamic business and consumer environment

Achieving fast, ACTIONABLE data requires teamwork

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Marketing and IT often have very different ideas about the best way to benefit a fast moving business

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Coming to an effective meeting of the minds is not an easy thing to do in order to achieve meaningful business improvement …..too often, both sides end up working against each other; not in cooperation

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An effective IT and Marketing partnership drives a highly successful business heavily dependent on seasonal buying patterns and repeat business from

existing customers.

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Understanding the customer and building loyalty is an essential part of driving that success

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The kind of data they gather from customers, about customers and across social channels forms the critical underpinning of all marketing actions.

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That means the gathering of data and the analysis of that data greatly shapes its fundamental ability to effectively market its products and services.

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What are the critical success factors for forming the ideal Information Technology and Marketing partnership?

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We will provide a few tips, techniques and frameworks that will allow you to drive your business forward by breaking down the barriers that often get in

the way.

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Lets Get Started!

What is the role of marketing?

Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers

Changing Demographics

Source: www.About.com – Generation X & Y – Traits and Characteristics – April 2013

Consumer Landscape

Silent Generation

(66+)

Baby Boomer

Generation

(47 – 65)

Gen X

(35 – 46)

Gen Y Millennials

(17 – 34)

Smaller Families

More Government Regulations

Fluid Technology

iPhone - > Samsung Facebook - > Instagram

Fierce Competition

Fierce Competition…

Fierce Competition

Fierce Competition

Casual Environments

Fresh, Flavorful Menus

Consumer Behavior

Digital Marketing: the use of electronic devices such as computers, tablets, smartphones, mobile phones

and digital channels such as web, email, social, search and mobile to engage with consumers and drive sales.

Technology

What is the role of IT?

IT Business Enabler

Provides high-performance, reliable, and

scalable solutions

Protects consumer and company data

Ensures Supportability

•Technology and skill set alignment

•Operational Management

Implements cost effective solutions

(ROI & TCO)

Data Governance

What’s important for IT…..

What are we trying to accomplish?

Who is the intended user?

How will they use it?

How will they access it?

Are there business requirements?

When do you need it?

What’s the Budget?

How can we secure it?

How can we deliver it?

How will it integrate?

How can we measure it?

The Problem Different Agenda

Personnel

Strength Gaps Development Lifecycle

Delivery Model

Problem

So, what can happen?

The Problem

Rogue IT

How does the collaboration start?

Business Process Methodology

Relentless Focus on the Customer

Partnership and Team work

Executives

Teams

Strategic Alignment and Shared Goals

IT Work Selection Process

Project Enablement

Process

IT Solutions – Keys To Success

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Indentify Business Owner

Identify Stakeholders

Develop Business

Case

Present to IT Committee

Gain Alignment &

Approval

Schedule & Resource

IT Solutions – Selection Process

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Understand the Business Need

Identify the objectives

Prototype and Design solution options

Gain Alignment

Develop

IT Solutions – Enablement Process

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IT & Marketing Examples

Precision

Decision

Tactics Segmentation Commerce

Problem

• Customer Data solutions done in vacuum

• Data inconsistency with other data sources

• Business Rules unclear

• Not managed by IT Data governance

• Inefficient Process / Data model

• Not supportable / Limited visibility

Solution

• Integrated into company Data Warehouse

• Clearly defined Business rules

• Single source of Truth

• Data Governance Alignment

• Enterprise visibility via Business Intelligence Platform

Precision Decision

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Precision Decision

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CMO DashBoard

Tactics

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Problem

• Customer Data solutions done in vacuum

• Data inconsistency with other data sources

• Business Rules unclear

• Not managed by IT Data governance

• Inefficient Process / Data model

• Not supportable / Limited visibility

Solution

• Integrated into company Data Warehouse

• Clearly defined Business rules

• Single source of Truth

• Data Governance Alignment

• Enterprise visibility via Business Intelligence Platform

• Spreadsheet Report

• Timely to Produce

• Inaccurate/ Inconsistent Results

• No Data Governance

• Limited Enterprise Visibility

• Leveraged Enterprise Reporting Platform

• Automated Real-time Processes

• Data Governance Alignment

• Enterprise Visibility with Drilldown

• Known as “The Easy Button”

Offer Tactics

Reporting

Segmentation

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Problem

• Customer Data solutions done in vacuum

• Data inconsistency with other data sources

• Business Rules unclear

• Not managed by IT Data governance

• Inefficient Process / Data model

• Not supportable / Limited visibility

Solution

• Integrated into company Data Warehouse

• Clearly defined Business rules

• Single source of Truth

• Data Governance Alignment

• Enterprise visibility via Business Intelligence Platform

• Multi-Step and Long Running

• Business Rules Undocumented

• Supportability Nightmare

• Inaccurate Results

• Enabled Process in Data Warehouse

• Well Documented Business Rules

• Leveraged Automated ETL Tools

• Data Governance and Accuracy

Segmentation / Target Marketing

Commerce

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Problem

• Customer Data solutions done in vacuum

• Data inconsistency with other data sources

• Business Rules unclear

• Not managed by IT Data governance

• Inefficient Process / Data model

• Not supportable / Limited visibility

Solution

• Integrated into company Data Warehouse

• Clearly defined Business rules

• Single source of Truth

• Data Governance Alignment

• Enterprise visibility via Business Intelligence Platform

• “Rogue IT” - Personalized Store Website

• 67 Store Pilot

• No Integration

• Very Expensive

• Impossible to Support

• Developed In-House Solution

• 5 store Pilot / Now Company wide

• Complete Integration (Pricing/Tax)

• Very Cost Effective

• Supported through existing processes

Commerce / Virtual Store

Tips

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• Understand the business need

• Identify the objectives of the output

• Diagnose the problem/solution

• Implement a process • Execute • Measure

• Role of BI • Micro Strategy • Virtual Stores • Ecommerce • Campaign Management

(CRM) • IT Committee • Business Case • IT Champion/Project lead • Servant Leadership

(survey’s conducted)

Thank you

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