making your marketing more effective

Making your Marketing More Effective

How a Retail CMO Connects the Dots

FEBRUARY 2015

Microsoft Services helps businesses all over the world build the right

solutions to meet their business goals.

We start by creating personas and scenarios to outline

the optimal customer experience.

In this marketing scenario see how a chief marketing officer of a

retail store plans and optimizes their marketing efforts for the launch

of a new smart watch.SALES PERFORMANCE

How can a retail CMO orchestrate a

multi-channel product launch and

harness data to transform potentially

show-stopping issues into new

opportunities?

THE CORPORATE FIELD MARKETING RELATIONSHIP: HOW A CMO CONNECTS THE DOTS

Let’s explore how Laura and her team transform

voluminous sales and marketing data into insights that

shape a pilot rollout to the U.S. market ahead of a global

launch.

• Contoso is a global luxury watch brand with worldwide retail locations, retail partners, and an e-commerce store.

• Launching SmartWatch, its first tech-enabled product

• Targeting new market segment: millennials

3

Chief Marketing Officer directs

corporate

and regional marketing teams that

harness data and technology to

identify profitable customer

relationships and deliver quality leads

to meet revenue targets.

Meet the Contoso SmartWatch Launch Team

Sales Performance

Marketing Performance Campaign Analytics Retail Analytics Campaign Refresh & Launch Optimized Campaign Performance

Business Outcomes

LauraChief Marketing Officer

4

Marketing Operations VP manages

the resources, tools, and processes

that make marketing successful. His

marketing investments must enhance

the brand and drive market

awareness.

AidenMarketing Operations

VP

Field Marketing VP leads regional

marketing teams and activities to

increase market awareness and

generate leads to support revenue

goals of channel and

direct sales teams.

LeoField Marketing VP

District Manager works closely with

the

field marketing team, ensuring first-

rate customer service in his territory

to consistently meet sales targets.

Meet the Contoso SmartWatch Launch Team

Sales Performance

Marketing Performance Campaign Analytics Retail Analytics Campaign Refresh & Launch Optimized Campaign Performance

Business Outcomes

PatrickDistrict Manager

5

Social Marketing Manager dictates

strategy and tactics to build brand

authority, engage and support

customers, and escalate issues and

opportunities to optimize

business objectives.

SamanthaSocial Marketing

Manager

Digital Marketing Manager innovates

strategies and campaigns to increase

leads and revenue, build brand

equity, and drive revenue across

digital channels.

BillDigital Marketing

Manager

6

Contoso is launching

a new SmartWatch

and designing their

omni-channel

campaign, focusing

on positive ROI.

CAMPAIGN RESEARCH & TARGETING

Aiden pulls up the campaign targeting dashboard. He is able to filter on any of the data (age, gender, competitor sales, etc…).

Through the use of predictive

analytics, Contoso is able to

predict which geographies in

the US are the most

compelling to target with

campaigns.

We can see that West Coast

markets are comprised of

prospective customers with

the most active lifestyles, and

are most likely to buy

a SmartWatch.


VP

7INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

Aiden quickly pulls together data from previous campaigns into a dashboard, showing that social, web and mobile outperformed print and billboards, but TV was on par.



Team,

From:

To:

Subject:

Aiden

Marketing Team

Past Campaign Performance

Let’s meet and review

campaign performance data

from our previous watch

launch campaigns to inform

the best approach. --

Aiden | Marketing Operations

VP

What social platforms are we using to

reach potential buyers?

Laura 8:57 AM

We’ll combine Facebook, Twitter and

Instagram, while using social listening to

identify influencers who can create

positive buzz.

Samanth

a

8:59 AM

CAMPAIGN ANALYTICS 9INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS

Bill 9:07 AM

We’ll build a mobile app to deliver special

offers, product info and to deliver a

personalized and

fun experience.

OK. And what are we going to do to

capitalize on the mobility trend?

9:03 AMLaura

Will we use our new marketing automation

capability?

9:11 AMLaura

Bill 9:13 AM

Yes we will.

By connecting data from the marketing agency, CRM system and operations, Aiden is able to measure the effectiveness of the campaign.



Team,

From:

To:

Subject:

Aiden

Marketing Team

ROI Results

We showed a positive

marketing

ROI in the Northwest,

Southwest. Central US was

even. Southeast and

Northeast had negative ROIs,

which isn’t surprising after

seeing where our most likely

areas of sales were

in our target customers

dashboard.

--

Aiden | Marketing Operations

VP

Post launch, the sales and

marketing

team is reviewing sales and

campaign performance metrics.

SALES PERFORMANCE Core

Players:


SALES PERFORMANCE (NATIONAL)

Aiden pulls up the sales analytics dashboard, displaying up-to-the-minute cross-channel sales revenues.

The sales analytics dashboard

provides near real-time access

to cross-channel sales

revenue:

• Online

• In-store

• Retail partners

• Mobile


VP


SALES PERFORMANCE (NATIONAL)

Aiden layers KPIs onto the dashboard, providing a clear view of performance against sales goals.


The sales revenue module

displays revenue by territory,

segmented by channel and

comparative sales markets.


VP

SALES PERFORMANCE (REGIONAL)

Aiden next pulls up sales by region; discovering that sales in the southeast are significantly lagging behind the national average.

Leo, retail sales are off the mark. Can

you look into activities in the lagging

regions?

Aiden 10:57 AM

Thanks Leo. I’ll talk to store managers

to find the disconnect.

Patrick 11:02 AM

Patrick, the southeast is 24% behind target. Please

report on store activities while I check results of the

marketing campaign.

Leo 11:04 AM


MARKETING CAMPAIGN

PERFORMANCE

The social ads converted

ecommerce traffic, but the offer

didn’t drive foot traffic. Can you help

investigate?

Bill 10:57 AM

Sure, I’ll analyze social ad

conversions and chatter on our

social channels.

Samanth

a

11:02 AM

The digital marketing team pulls up campaign metrics to chart

the performance of the in-market offer and social ads.

15INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS

Negative feedback indicates some retail sales associates were not aware of the offer, and some customers could not locate SmartWatch kiosk.

Sentiment is trending negative.

A survey of comments indicates

customers are having trouble

redeeming the offer, and can’t find

SmartWatch in stores

Samanth

a

10:57 AM

Leo, these insights will help the field

solve issues on the ground. Please

share Samantha’s findings.

Bill 11:02 AM

Great work. Patrick is conducting

store visits this week. I’ll pass along

the information.

11:03 AMLeo

CAMPAIGN ANALYTICS 16INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS

RETAIL IN-STORE ANALYTICS

Patrick,

From:

To:

Subject:

Leo

Patrick, Merchandising Team

Smartwatch kiosk heat map

In-Store_2015Report

Heat maps for southeast retailers

reveals low traffic to the

SmartWatch kiosk. Please advise

on action plan. --

Leo | Field Marketing VP

Leo confirms the kiosk is positioned away from primary foot traffic. He directs Patrick, District Manager, to negotiate a more visible location.

Thanks Leo,

I’ll schedule on-floor sales

training and work with

merchandising to reposition the

kiosks.--

Patrick | District Manager

REPLY

17PRODUCTIVITY • PLATFORM • BUSINESS APPS

While the field team optimizes solutions at

retailers, the marketing team gets to work on

updates to the marketing campaign, with

additional tactics to boost results in the

southeast region.

CAMPAIGN REFRESH Core

Players:


• MOBILITY

CAMPAIGN REFRESH

Samantha runs a social media keyword analysis and sentiment report, discovering customer insights that inform the approach for the refreshed marketing campaign.

Customer Insights

Campaign Brief

Bill, let’s leverage the feedback

from social channels to inform

the campaign positioning.

Samant

ha

10:57 AM

Sure thing! I’ll update the

campaign brief based on the

insights.

Bill 11:02 AM

Bill sends an updated campaign

brief to the Digital Production

team.

INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS

• MOBILITY

19

CAMPAIGN LAUNCH

Social & Contest AdsThe digital production team uses the CRM Campaign Designer to create

campaign

assets. The campaign launch coincides with the operational optimizations

at retail. Personalized Emails

INSIGHTS • SOCIAL • PRODUCTIVITY • PLATFORM • BUSINESS APPS20

The marketing team reveals the results

of the new campaign, aligning the

engagement and conversion metrics of the

RM/social campaign with

in-store traffic and cross-channel sales

revenue.CAMPAIGN OPTIMIZATION PERFORMANCE Core

Players:


• MOBILITY

CAMPAIGN OPTIMIZATION PERFORMANCE

From:

To:

Subject:

Aiden

Marketing; Sales

SmartWatch + Smart Team =

BIG RESULTS!

All,

• 15% increase in national online traffic.

• Southeast region sales up 35%, now

leading all geos.

• Boost in offer redemption, including

previous problem areas.

• Strong sentiment and engagement

indicates smoother retail experience

online and in-store.

Great work, team!

--

Aiden | Marketing Operations VP

The merchandising and campaign

refresh is hitting the mark. Check

out these results.


• MOBILITY

Based on lessons learned from the

national launch, Laura, the CMO,

defines

the strategy for the global rollout.

BUSINESS OUTCOMES Core

Players:


BUSINESS OUTCOMES

Laura briefs the global team

on lessons from the national

launch. She highlights key

analytics from the

optimization campaign,

setting the stage for the

global rollout strategy.

24INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS

BUSINESS OUTCOMES 25

Laura shares the rollout

presentation with the

attending regional VPs,

providing clear direction on

the campaign tactics and

merchandising strategies for

the SmartWatch global

rollout.

The stage is set to gain the

market-leading position in

the wearable tech brand

category.

INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

Transformed a traditional marketing

operation into a modern, agile

department that harnesses the power

of data to reach customers.

LauraChief Marketing Officer

Harnessed near real-time sales and

marketing analytics to respond to

rapidly-changing market conditions.


VP

Pinpointed chokepoints across

sales territories, enabling fast

response

teams to quickly fix issues.

LeoField Marketing VP

Business Outcomes How data transformed a traditional watch manufacturer into a data-driven marketing

organization.

BUSINESS OUTCOMES 26INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

Used market data and customer

feedback to fix problems at retail,

turning

a lagging territory into a revenue

leader.

Business Outcomes How data transformed a traditional watch manufacturer into a data-driven marketing

organization.

PatrickDistrict Manager

Accessed insights from a stream of

social conversations to pinpoint

issues in the sales and marketing

channels, and improved the way

social marketing influences business

decisions across the organization.

SamanthaSocial Marketing

Manager

Synthesized sales, campaign, and

customer insights into an updated

marketing campaign that better

engaged and converted prospects into

loyal customers.

BillDigital Marketing

Manager

BUSINESS OUTCOMES 27INSIGHTS • PRODUCTIVITY • PLATFORM • BUSINESS APPS • MOBILITY

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