the fragmented marketing ecosystem - presentation given by ibm
TRANSCRIPT
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The Fragmented Marketing Ecosystem
Li: linkedin.com/in/jeremyarobertsTw: @jeremyarobertsBlog: jeremyaroberts.com/blog
Jeremy A RobertsWW Program Lead, Customer Analytics, IBM
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TIME
Size of Stack
The Rise of the Marketing Stack
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TIME
Size of Stack
Amount of Data
The Rise of the Marketing Stack
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TIME
Is the Rise of the Marketing Stack Causing a Surplus of Unused Data?
Size of Stack
Amount of Data
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TIME
Is the Rise of the Marketing Stack the Demise of Integrated Data?
Size of Stack
Amount of Data
Breaking Point
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TIME
Is the Rise of the Marketing Stack the Demise of Integrated Data?
Size of Stack
Amount of Data
Yes it is
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Source: Gartner, Customer Experience Emerges as the Marketers’ Next Battlefield; eConsultancy: The Consumer Conversation
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9
Organizations are fragmented → Data is fragmented → Data is not integrated
making it difficult to understand what is happening across channels@ www.
mobile email marketing web content social direct mail
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Lack of Marketing Data Integration Bad Customer Experience
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My Story
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1. Did not have the right tools and technology to offer a modern day customer experience.
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1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
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1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
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15
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.
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16
1. Did not have the right tools and technology to offer a modern day customer experience.
2. Had outdated tools that did not do more than see the daily high-level KPIs, meaning they are not looking for the core problem.
3. Did not hire and train the right personnel to discover or manage the customer experience in a digital marketing world.
4. Had a mentality of inaction. The fear of innovation kept them in the dark ages.
5. Still looking for that single ”silver bullet” tool that will do everything and solve their problems.
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Does your data accurately tell you the performance of your marketing programs on a
daily/weekly basis?
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Can you tell me the marketing channels that your customers most frequently interact with and what
their experience was with each?
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Do you trust the data you are given? And Why?
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I have people skills!
I’m good at dealing with people!
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Tom Smykowski
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This is the result when nothing changes…
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If you change the way you look at
your data, the data you look at
changes
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7 Key Lessons Learned
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Building success takes patience and effort
from the entire team
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Consistently run an audit of the
marketing tools, data & analytics, and marketing agility
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Continually track your customer’s journey and shift your marketing mix to focus on the customer
experience
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Try to simplify the messaging across your channels and
create a streamlined funnel experience
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Be able to use your left brain + your right brain, it’s not just about KPIs but about their customer experience
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YOU!(the Marketer)
Marketing Channels
Business Intelligence
ITFinance
Management
Take control of the data, and create a
Center of Excellence around YOU!
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Need to identify the metrics that
drive business success… the core metrics and not high level channel
metrics
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Learn More about Customer Experience
Analytics from IBM
Visit me at Booth #407
33
Jeremy A RobertsWW Program Lead,Customer Analytics
IBM