marketing theo định hướng dữ liệu và hệ thống quản trị ... · và hệ thống...

| Multichannel Marketing Platform

Marketing theo định hướng dữ liệu

và Hệ thống quản trị khách hàng SốData-Driven Marketing and Digital CRM

TS. Đinh Lê ĐạtĐồng sáng lập & CEO

http://ANTS.vn | May 2015

Dat@ants.vn | DatDL@fpt.com.vn

+84-912323911Confidential

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Plan

1. Xu hướng và bức tranh tổng quan của Digital Marketing Thế Giới

và Việt Nam 2015-2020

2. Vai trò Công nghệ thông tin trong Marketing và xu hướng #AdTech

3. Marketing theo định hướng dữ liệu (Data-Driven Marketing,

Programmatic Ad)

– Tổng thống Số Barack Obama 2012

– Thương mại điện tử Amazon

– Uber - mô hình dịch vụ taxi trực tuyến

4. Truyền thông đa kênh (Multichannel Marketing) và hành trình

khách hàng (Customer Journey) online to offine (O2O)

5. Hệ thống quản trị khách hàng Số (Digital CRM)

6. Tương lai của bạn bắt đầu từ ngày hôm nay: Học gì, làm gì và ở

đâu?

7. Q & A

Confidential 2

Confidential 3

Confidential 4

1. DIGITAL BUSINESS

Online 2 Offline

2. DATA-DRIVEN MARKETING

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Global Internet UserMarket

Confidential 5

1.5B+ Mobile User

1.5B+ PC User

3B+Internet User

in 2014

Source: KPCB 2012, Morgan Stanley 2011, Google SEA 2013

1.9B+Social

Networking in

2014

Confidential 6

Retail DIGITALDynamic Ecosystems Of Value

Is This How People Really Like To Shop?

Confidential 7

Retail DIGITALDynamic Ecosystems Of Value

Or This?

Confidential 8

Retail DIGITALDynamic Ecosystems Of Value

Let’s Face It — The Old Retail Model Is Dying

Confidential 9

Retail DIGITALDynamic Ecosystems Of Value

Fast

Confidential 10

Retail DIGITALDynamic Ecosystems Of Value

Confidential 11

Retail DIGITALDynamic Ecosystems Of Value

Where Are Shoppers Going?

Confidential 12

Retail DIGITALDynamic Ecosystems Of Value

1 In 20 Retail Dollars Are Already Online

Confidential 13

Retail DIGITALDynamic Ecosystems Of Value

Online

52% of all retail

sales are Web-

influenced

Confidential 14

Retail DIGITALDynamic Ecosystems Of Value

Retail Is About Offering People The

Services And Products They Want

— On The Devices And Media

They Use

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Advertising Spending Worldwide2002-2010

Confidential 15Source: eMarketer 2014

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Digital Ad Spending Worldwide2010-2016

Confidential 16Source: eMarketer 2014

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The Evolution of

Online Media Buying 1996-2020ANTS Programmatic Ad

17

Direct from

Publishers

1996

Ad

Networks

1998

Ad

Exchanges

2005

DSPs/SSPs

2009

DMPs

2012

Programmatic

Ad / RTB

2014

Direct from

Publishers

2000 - 2010

Ad

Networks

2007 – 2013

Ad

Exchanges

2014

http://ANTS.vn

Vietnam

Global

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Data-Driven & Digital Marketing Hierarchy of Ad Tech

Confidential 18Source: ANTS, Gartner Mar 2015

Ad tech includes all technology that

supports digital advertising activities:

■ Audience targeting refers to the ability to

target ads using specific criteria to identify

intended recipients. This excludes most paid

search advertising, which targets keywords as

a proxy for intent, and various run-of-network

and sponsorship arrangements.

■ Programmatic refers to the automation of

buying and trafficking processes for audience

targeted ads. It excludes direct publisher and

ad network contracts specified by standard

insertion orders, but it includes various hybrid

models in which direct buys are supported by

automated processes, which go under the

general heading of "programmatic direct.“

■ Real-time bidding (RTB) refers the subset

of programmatic ads that are bought and sold

in real-time on auction-based exchanges.

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Marketing Technology Landscape#AdTech

Confidential 19Source: ANTS, Gartner Mar 2015

Confidential 20

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Data-Driven & Digital Marketing Hierarchy of Ad Tech

Confidential 21Source: ANTS, Gartner Mar 2015

Digital President

Barack Obama 2012

22

23

24

25

26

27

28

29

30

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Multichannel MarketingSmart Advertising Technology

Confidential 31Source: ANTS, Gartner Dec 2014

Key Issues:

• Multichannel Brand

Strategies

• Multichannel Marketing

Strategies

• Creating Effective

Customer Experiences

• Multichannel Marketing

Critical Capabilities

• Content Marketing

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Multichannel CampaignCustomer Journey & Marketing Platform

Confidential 32

Marketing

Platform

Source: ANTS, Google 2015

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The Customer Experience Management

(CEM) ArchitectureDigital CRM

Confidential 33Source: ANTS, Accenture 2015

INNOVATION

LAYER

DIFFERENTIATION

LAYER

FOUNDATION

LAYER

CUSTOMER

TOUCHPOINTS

CORE

BUSINESS

APPS

INFRASTRUCTURE

18% of marketing budgets are now

earmarked for customer experience

(CX) innovation (Gartner 2015).

A strategy that focuses the operations and

process of a business around the needs of

individual customer. This includes awareness,

discovery, attraction, interaction, purchase, use

and advocacy(Wikipedia).

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Multichannel Data | Digital CRMSingle View of Consumers

Confidential 34Source: ANTS, Accenture, IAB 2015

• 70% start

collecting the data

• 3% use

multichannel data

in real-time

• 18% have digital

(single customer

profile) CRM

(1000+ CMO surveys.

Econsultancy 2015)

Data-driven marketing refers to acquiring, analyzing and applying all

information about customer and consumer wants, needs and motivations.

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Data-Driven & Digital Marketing How it works?

Confidential 35

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Popular Use Cases of

Social for CRM (1/2)Single View of Consumers

Confidential 36Source: ANTS, Gartner 2015

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Popular Use Cases of

Social for CRM (2/2)Single View of Consumers

Confidential 37Source: ANTS, Gartner 2015

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Popular Use Cases of

Social for CRM (2/2)Single View of Consumers

Confidential 38Source: ANTS, Gartner 2015

Học gì, Làm gì và Ở đâu?

Thank Youhttp://ANTS.vn