“We were honored to be invited to host a session at this high caliber conference,” said Arke Vice President, Chris Spears. “We are passionate about educating the marketing technology community, and sharing the many benefits of a customer-centric digital focus. There are very specific steps businesses have to take to master digital marketing, and we are excited to help CMO Exchange attendees learn those steps and become more digitally self-aware.”

2. Take What You Need,
Leave The Rest
@justinMreilly
#ArkeMTA
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3. Page 3

4. Customer Centricity
"Not all customers are created equal. Not all customers deserve your company's best
efforts. The customer is not always right. And as hard as a pill as this may be to swallow
for some company's - there are good customers and then there is everyone else. The
former group holds the key to your company's long-term profitability.“ – Pete Fader
The journey towards Customer Centricity is creating a
foundation for Improvisation
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5. What Matters in 2014?
Mobile
Customer Experience
Big Data
Multi-Channel Attribution
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6. Smith Airlines
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7. Mobile
Mobile Ad spend in 2013 - $9.6B (up from $4.4B in
2012)
Mobile can’t be a Banner Ad Graveyard
Mobile vs. Tablet distinction will be realized
Adaptive Vs. Responsive
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8. Customer Experience
TV, Print and Radio
aren’t dead, yet
Automate & Target
without being
overwhelmingly
creepy
Create Content, a
lot, often, and
relevantly
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9. “Big data is like teenage sex:
everyone talks about it, nobody
really knows how to do it,
everyone thinks everyone else is
doing it, so everyone claims they
are doing it.”
- Dan Ariely
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10. Big Data
"The big challenge of Big Data, as with so many things, is
the ability to focus not on what is possible, but on what is
meaningful" - David Krajicek
MVD – Minimum Viable Data
The Most Powerful data is that data you already own.
Privacy & Carrots.
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11. Attribution
Multi-Channel attribution realized in 2014
Nike: Social vs. Search dilemma
Iterative Refinement
There is no real perfect mix of tools.
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12. Page 12

13. Page 13

14. Page 14

15. What is your biggest challenge in maturing
your marketing capabilities?
What is the Best Marketing Tool you use
today? Why?
If you could choose to know 1 Insight about
your customer in 2014, what would it be?
Why?
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16. Discoverable
Brochure “Look we have a
website!” Web Presence
Email Marketing is used, but
only in mass mailing
Extremely limited view of
basic Site Analytics, Customer
Interactions, Customer Voice
and Conversion Metrics
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17. Proactive
 Intelligent Web Presence:
 Understand visitor behavior
through Profiling and Personas
 Proficient use of Web Testing to
Optimize Conversions &
Experience
 KPI’s tied to Strategic Objectives
and measured towards specific
Marketing Objectives
 Still a manual Engagement
Marketing Process
 Little to no Marketing
Automation
 Early stage personalization
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18. Predictive
Predictive Analytics, DataDriven Marketing Decisions
Agile Personalization
Marketing cross-channel to
individual users
Automated
Reactionary, Preventative &
Predictive Content Marketing
Capabilities
Clear Customer Centric
Strategy
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