> enabling marketers - idg bartens... · > enabling marketers < what should be done? a...

> Enabling Marketers < What should be done? A rant from

an analytics agency perspective

> The Datalicious elevator pitch

Media Attribution & Modeling Maximise reach, awareness & increase ROI

Testing & Optimisation Remove barriers, drive sales

Boosting ROMI

Targeting & Merchandising Improve engagement, boost loyalty

“Turning data into actionable insights to widen the conversion funnel”

July 2013 © Datalicious Pty Ltd 2

> Clients across all industries



Bottlenecks


Deal-Breakers

> Quick Wikipedia excursion …

CMO = A chief marketing officer is responsible for marketing activities in an organization with primary or shared responsibility for areas such as sales management, product development, distribution channel management, marketing communications, pricing, market research, and customer service.

CTO = A chief technology officer or chief technical officer is responsible for scientific and technological issues within an organization with a focus on long-term and "big picture" issues (while still having deep technical knowledge of the relevant field).

CIO = Chief Information Officer is responsible for the information technology and computer systems that support enterprise goals. The CIO manages the implementation of the useful technology to increase information accessibility and integrated systems management.

As a comparison, where the CIO adapts systems through the use of existing technologies, the CTO develops new technologies to expand corporate technological capabilities. When both positions are present in an organization, the CIO is generally responsible for processes and practices supporting the flow of information, whereas the CTO is generally responsible for technology infrastructure.


> Bottlenecks that impact marketing

Collecting/analysing data

– Data silos

– Lack of standards

– Getting access

Taking action on data/insights

– Ability to implement

– Organisational structure

– Right mix of resources


Mix

Product

Price

Place Promotion

People

> 5/7/8 Ps of the marketing mix


Product marketing 1. Product 2. Place 3. Price 4. Promotion 5. People

Service marketing 6. Process 7. Proof

Whatever marketing 8. Partners, Philosophy, Performance, Platforms

> Marketing technology landscape


> The consumer data journey


To retention messages To transactional data

From suspect to To customer

From behavioural data From awareness messages

Time Time

prospect

Transactional data

> Combining data sources is key


3rd party data

+

Whole is greater than sum of its parts

Behavioural data

Prospects

Customers

Repeat customers

> Identify customers across devices


Mobile, Phone

Home PC

Work PC

Tablet POS Etc

Offer

Issue

Offer

> Design/optimise experiences


Email

Live chat Phone call

Phone call Letter Email

Issue

All customers Segment A, B, C

Segment D, E

Influencers High value

Display

Postcard

Display

FAQs

Level Awareness Engagement Conversion Advocacy

Level 1, people

People reached

People engaged

People converted

People delighted

Level 2, strategic

Display impressions ? ? ?

Level 3, tactical

Interaction rate, etc ? ? ?

Funnel breakdowns

Existing customers vs. new prospects, products, etc

> Metrics frameworks/taxonomies


CUBES/REPORTING

REAL-TIME/ACCESS WITHIN BROWSER

ETL PROCESSES

DATA SOURCES

DISTRIBUTED/ PURCHASE PATH PROCESSING

FAST/ANALYTICS

ETL PROCESSES

DAY-TO-DAY REPORTING

DATA VISUALISATION & DASHBOARDING

WEBSITE CONTENT PERSONALISATION

FLEXIBLE DATA MINING

© Datalicious Pty Ltd 21 July 2013

PREMIUM OFFER

1300 PRIORITY

PREMIUM EXPERIENCE


PREMIUM EXPERIENCE

> Marketing technology landscape


CEO

CMO

Analyst

CTO

Developer

CIO

Analyst

> Common organisational structure


CEO

CMTO

(CTO) Developer

CIO

Analyst Analyst

> New organisational structure


> Scaling teams with required skills


Data visualisation/reporting

Data mining/analysis

Data modelling

Fast analytics

Data processing/enhancing

Big data

Data collection

The Datalicious team

Data scientists

Business analysts

Data engineers

Web engineers

Platform admins

Project managers

Data strategists

Dat

a st

rate

gy

> Summary

Standardise metrics/taxonomy

Combine data into centralised data store

Identify customers across devices/channels

Implement self-service technologies

Provide wide-reaching/repeated training

Optimise organisational structure



Contact us [email protected]

Learn more blog.datalicious.com

Follow us twitter.com/datalicious

Smart data driven marketing


> enabling marketers - idg bartens... · > enabling marketers < what should be done? a...

Documents