2015 mid atlantic marketing summitt - bluetext presents with csc on digital customer journey

Digitally Advancing the Customer Journey: The CSC ApproachPresented by Nick Panayi (CSC) and Jason Siegel (Bluetext)

BLUETEXT AND CSC

MAY 8, 2015

Welcome.

Nick PanayiDirector of Global Brand and Digital Marketing at CSC

72,000

WHO WE ARE

4

EMPLOYEES WORLDWIDE

$12.6B GLOBAL IT SERVICES POWERHOUSE

50+ YEARS OF INNOVATION

100+ GLOBAL ALLIANCES WITH BEST-IN-BREED PARTNERS

A GLOBAL POWERHOUSEIN BUSINESS AND IT

TRANSFORMATION

70 COUNTRIES

Digital Marketing @CSC

Analyt ics

Web

Social

Advert ising

Mobile

Market ing Automat ion

Sales

Integrat ion w ith CSC.com CMS

Integrat ion between other systems

ANALYTICS

SOCIALW EB

ADVERTISING

MOBILE

MARKETING

AUTOMATION

SALES

CSC Digital Marketing Platform

.com CMS

Market ing aut omat ion system

Eloqua

Salesforce

Informat ica

GoodDataDigital Mark et ing dashboar ds

Percept ive Media

Adobe Search & PromoteInternal search engine

Conduct or SearchlightSEO opt imiza t ion & monit oring

6 SenseDeal Pred ict or

InfoChimpsEnterprise Data Hub & Pr edict ive Modeling

ReachForceData Cleansing

IsanaAccount based personaliza t ion system

Mobile Apps

KapostContent project management and in ventory

BizoData enrichment f or analyt ics,

personalizat ion & ads

Firmographic data for analyt ics,

personalizat ion & ads

Adobe Media Optimiz erSearch engine mark et ing system

Adobe Ad Hoc AnalysisAdvanced analyt ics f or csc.com

Adobe Data WorkbenchDeep mult i channel analyt ics & Busines s Int elligence

Adobe Dynamic Tag ManagementJavaScript tag management

BeyondCoreFeature select ion and analy sis for predict ive

& prescrip t ive analyt ics

Adobe Reports & AnalyticsAnalyt ics f or csc.com

Adobe Data ConnectorData int egrat ion hub betw een Adobe and external systems

TrackMavenTrack d ig ital act ivit ies of select c ompanies

LeadspacePredict ive lead target ing

Insight CuratorABM Concierge service

WE

B

SO

CI

AL

ECOSYSTEM

D E M A N D G E N

AB

M

Jason SiegelCreative Director at Bluetext

We are a full service provider of

branding, digital marketing and

communications

Bluetext Clients

We love challenges

The technology markets

evolved so CSC evolved.

Collaborating we defined an approach to react to the changing market.

TwoKEY ingredients

BRAND.

AND.

CUSTOMERJOURNEYS.

BRAND.

Lets start by debunking some

myths

FirstA brand is not a logo.

SecondA brand is not an identity.

FinallyA brand is not a product or a service.

So what exactlyis a [ brand ]

It’s a persons gut feeling because brands

are defined by individuals, not companies

or markets.

It’s a Gut feeling because

people are emotional, intuitive beings.

In other words….

It’s not what yousay it is

It’s what THEYsay it is

We asked CSC what do you

want your customers to say

And how can we visualize this on their

customer journey.

It started with discovery

What does

look like?

THE CURRENTJOURNEY

“A journey is like a marriage.

The certain way to be wrong is

to think you control it.”

- John Steinbeck

It needs ENERGY

It needs to be DIFFERENTIATED

It needs to be applicableto all of your personas & targets

A Fresh Approach

Uniq Eto the persona

Global Extensibility

Personalized Thought Leadership

By Solution

By Industry By Alliance Partner

So what does the

touchdown look like?

Memorable Creative

Demo the experience

Wired Creative

Key Platforms

Great Results

DBC Results

>1/3Of our top 130 accounts (representing >50% of revenue) have visited the DBC

DBC rank (by page views) vs other industry content on CSC.com

3XAverage time spent vs other CSC.com zones

CSC.COM

• SHOW THE BEFORE AND AFTER OF THE NEW SITE AND WHY. NICK AND JASON PRESENT TOGETHER TBD