redefining the marketing technology backbone

Webcast:

Redefining the Marketing Technology

Backbone

June 21, 2012

Today’s Speakers

Dan Smith, SVP Marketing

ClickSquared

@dsmithC2

Robert Brosnan, Principal

Analyst, Forrester

@brosnaro

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ClickSquared at a Glance

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Background • Founded in 1999. Headquartered in Boston, MA

• Offices in Atlanta, Phoenix, London, Middlesbrough (UK)

• 160 total employees

What We Do

• ClickSquared helps marketers acquire, engage, convert, grow and retain

customers by providing the tools, analytics, expertise and technology to

make smarter marketing decisions.

Value We Generate We enable greater prospect conversion, increased customer retention,

improved cross sell rates, enhanced loyalty and higher customer value

Why ClickSquared?

• Broadest cross-channel delivery capabilities, enterprise-class campaign

management tools, unique multi-audience database support, embedded

analytics, industry expertise, packaged programs and value-add marketing

services

Who We Do It For • 100+ innovative companies put their trust in ClickSquared for the design,

management, execution and measurement of their marketing programs.

• Admired brands include HomeAway, Hyatt, Dr Pepper Snapple Group, Lenovo,

East Coast Trains, Cutty Sark, Lorillard, Four Seasons, Greyhound, Capital One

Bank and The Boston Celtics

© 2012 Forrester Research, Inc. Reproduction Prohibited 4 © 2009 Forrester Research, Inc. Reproduction Prohibited

Redefining the Marketing Technology Backbone Rob Brosnan, Senior Analyst, Customer Intelligence

@brosnaro

June 21, 2012

© 2012 Forrester Research, Inc. Reproduction Prohibited 5

Agenda

Trends affecting marketing technology

Modernizing the marketing technology backbone

Defining marketing technology requirements

Next steps and recommendations

Summary


Marketing needs lots of technology


1 Access to Customers


Customers are increasingly always-addressable

Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)


2 The expanding

path to purchase


The expanding universe of customer interactions

Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report


3 The Splinternet.


Empowered consumers


4 The Data Conundrum


Marketers struggle to unify customer data

Source: Q4 2010 Global Technology Benchmark Online Survey


Agenda





Summary


Marketing technologies touch all parts of the organization

Source: February 14, 2012, “Revisiting the Enterprise Marketing Software Landscape ” Forrester report


The marketing technology backbone


Application suites are startlingly complex


But data and optimization span the landscape


Rules reflect the business, not customer needs

© 2012 Forrester Research, Inc. Reproduction Prohibited 22 © 2009 Forrester Research, Inc. Reproduction Prohibited

Rethinking the backbone


Rethinking the backbone


Targeting addressability in the splinternet


Agenda





Summary


Requirements require a series of strategic choices

Balancing stakeholders across the buying process

Linking business processes and capabilities

Integrating interacting systems

Stringing together data sources


Forrester’s marketing technology maturity model

• Data

• Technology

• Processes

• Analytics & Measurement

• Resources

• Strategy


Stage 1: operational mastery

Key objective: establish operational capabilities for each channel or

customer touch point

Method: defining technology roadmap, focused on acquiring point

solutions

Characteristic technologies: e-mail service provider, social listening

platform, web content management


Stage 2: cross-channel integration

Key objective: move beyond traditional direct marketing to integrate all

outbound and inbound channels

Method: establish marketing technology assessment and 3-5 year

roadmap with a focus on enterprise or integrated approach to technology

acquisition

Characteristic technologies: cross-channel campaign management,

marketing resource management, marketing asset management


Stage 3: optimization

Key objective: prove the ROI of marketing technology investments

Method: implementing change management and training processes

focused on encouraging agile, cross-channel optimization.

Characteristic technologies: data mining and modeling, predictive

analytics, contact optimization


Stage 4: real-time unification

Key objective: calibrate the capabilities of the marketing technology stack

to customer’s real-time needs

Method: use customer intelligence to inform the strategic planning of

multiple business units

Characteristic technologies: channel neutral interaction management,

event based marketing, multi-channel attribution


Agenda





Summary


Developing your marketing technology strategy

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Identify your key touch points, decisions, and rules in sales, marketing,

fulfillment, and customer support.

Evaluate opportunities to automate marketing processes and customer-

facing decisions.

Review your current operations and capabilities.

Create a technology strategy and phased implementation roadmap.

Dimensions: strategy, resources, analytics & measurement,

processes, technology, and data

Prove ROI in high-value segments and interactions.

© 2011 Forrester Research, Inc. . Reproduction Prohibited


Agenda





Summary


Data Management & Analytics

Channels / Delivery Campaign Management

Capture Intent Customer Understanding

Industry-

Leading

SaaS

Marketing

Automation

Platform Database Design

Database Hosting

Hygiene / Merge-purge

ETL

Predictive Analytics

Descriptive Analytics

Email

Mobile / SMS

Social

Web

Direct Mail

Survey

Cross-Channel Orchestration

Targeting, Segmentation & Testing

Audience Management

Shared Business Rules

Dynamic Content

Comprehensive Reporting

Solicitation History

Ad Hoc Analysis

Response Tracking

Preference Management

Data Visualization

Behavioral Triggers

Customer Scoring

The SaaS Cross-Channel Marketing Hub automates and integrates a variety of marketing

functions, from cross-channel campaign management, to data management and analytics.

Cross-Channel Campaign Management in the Cloud

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Fast Time to Value

Easy to Use

Powerful

More Effective

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Questions

© 2009 Forrester Research, Inc. Reproduction Prohibited

Thank you

www.forrester.com

Robert Brosnan

+1 212.857.0734

[email protected]

Twitter: @brosnaro

Dan Smith

+1 857.246.7614

[email protected]

Twitter: @dsmithC2

www.clicksquared.com