how to modernize your marketing organization with analytics

Yourguidetomodernizingthemarketingorganization

Whoshouldreadthise-book?

• Leaderswhowanttomodernizetheirmarketing.

• Marketinganalystswhoareguidingtheirorganizationstowardanalyticaltransformation.

Whatwillyoufind?

• Practicaladviceoncreatinganewmarketingculturenurturedbydataandanalytics.

• Acollectionofbestpracticestogiveyouinsightsforshapingyourownanalyticaltransformation.

ThevalueofmarketingmetricsatVisaRamkumarRavichandran,DirectorofAnalyticsandA/BTestingatVisa,

saysthatanalyticsandmarketingstrategyarenolongerseparateareasofresponsibilitybutareanintegratedapproachthatenablesyou

tokeeppacewithever-changingrequirements.

CHAPTER1

“It’snolongeracceptabletosayyou’reamarketerbutyou’renotanumbersperson.”Executivesaredemandingmoredataliteracyasaprerequisiteforbeingagoodmarketer.Andit’snotjustinthemarketingspace.Allofourchiefexecutivesarecomfortablewithnumbersanddata-drivenapproaches.”

– RamkumarRavichandran

BrandequityhasabigroleinRCI’sstrategyThecompanythatpioneeredthevacationexchangeconceptinthe’70s

isnowleadingtheindustrybyusingitsmembershipdatatomakefortargetedandrelevantoffersthatenhancebrandloyaltyandbrandvalue.

CHAPTER2

“Wecanpersonalizecommunicationsandsaleschannelslikethewebandmakethemmorerelevantandtimely.We’reseeingmoredirectattributionofrevenuebacktocampaigns,andwe’rebetterabletoseewhat’sworkingandwhat’snot.”

– PhilBrojanSeniorVicePresident,GlobalMarketing

RCI

ScoringleadstodrivemoreeffectivesalesTheglobalmarketingorganizationatSASrealizeditneededtooverhauland

simplifythewayitwaspassingleadstothesalesteam.Marketingdevelopedamodel-basedapproachforidentifyingleadqualityandalsoshifteditsfocusto

nurturingmoresales-readyleadsandweedingoutpoorones.

CHAPTER3

“Salespeopleappreciatedthattheleadstheywereseeingweremorequalifiedandreliable.Ratherthansiftingthroughdozensofcontacts,theyknowthatleadshavedemonstratedaninterestinSASanditssolutions.Thatwasoncealuxuryforasalesperson;nowit’saneverydayreality.”

– AdeleSweetwoodSeniorVicePresidentofGlobalMarketingandSharedServices

SASandauthorofTheAnalyticalMarketer

(HarvardBusinessReviewPress)

Digitaltransformation– movingfromhandshakestohouseholdingatComerica

Asatraditionalbankreadytomoveintothedigitalrealm,themarketingteam’sfirststepwastocreateastrong,collaborativerelationshipwithIT.

CHAPTER4

“Wecouldn’tcontinuetodothingsthetraditionalwayanymore.Weneededtheabilitytogoinandminethedata,takeinsighttoanotherlevel,andfindtheopportunities.Inthebankingindustry,lookingatthingslikehouseholdingandsuperhouseholding– thesethingschangehowthecustomerinteractswiththebank.Itimpactsthecustomerexperience.”

–JimWeber,ChiefMarketingOfficerComerica

MovingfromblaststoconversationsWhenmarketersdon’tknowwhatelsetodo,theysendanemailblasttoalargegroupofcustomers(ormaybetoallofthem).Butwhatif

youusedanalytics,segmentationandautomationtosendemailstotherightcustomersattherightstagesoftheirbuyingjourney?

CHAPTER5

“Eventually,ourentireonlineexperiencewillbepersonalizedasawaytobestengageourcustomersandprospectsandtohelpensurewearecommunicatingwiththeminawaythattheyprefer.Howdowedothis?Byusingcustomerexperienceanalyticstotrack,analyzeandthentakeactionwhenappropriatebasedonbehavior,insteadofsimplywhenwewanttopromotesomething.”

– AdeleSweetwoodSAS

ConsumerinsightsfuelLenovo’sexceptionalcustomerexperience

Usingtextmining,Lenovoisabletostayattunedtocustomersentimenttomakequickadjustmentstoitsdigitalexperienceto

betterconnectwithcustomers.

CHAPTER6

“Sowhenyoulayerthisdataontopofsomeofthetraditionalcampaignmeasures,yougetareallyrichpictureofyourmarket.Thishasfundamentallychangedhowmarketingoperates.Nowthemajorityofourproductmeetingsstartwithcustomerinsightsandthoseinsightsdrivetheactions.”

– MohammedChaaraDirectorofCustomerInsightCenterofExcellence

Lenovo

sas.com

Yourguidetomodernizingthemarketingorganization

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