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How the Cloud Can Empower Digital Marketers

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Peter Rivera, VP of Infusion, and Chris Hallberg, Director in Microsoft Azure, discussed how cloud computing can empower digital marketers during our February 2014 Azure Webinar.

Peter Rivera, VP of Infusion, and Chris Hallberg, Director in Microsoft Azure, discussed how cloud computing can empower digital marketers during our February 2014 Azure Webinar.

Published in: Technology, Business

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  • The very concept of what a campaign actually IS is changing.
    We’ll talk about some trends where the cloud has relevance, and some actual client work across a range of initiative types.
  • In the last few years, we have seen an explosive growth in the use of the public cloud. While most of the initial adoption was seen by startups and smaller orgs, most of the new growth will come from larger organizations adopting the public cloud.
    Now you might ask what’s causing cloud adoption at such a fierce rate. There are 3 fundamentals business drivers at play here:
    SPEED: With minutes instead of days/weeks to procure & provision servers, the pace of innovation has dramatically increased. Reduced ‘time to develop’ & ‘time to market’ means your IT can be much more agile in servicing needs of the business units or developers. Embrace & Enable Innovation. Help your business move forward against the competition. In fact, it is the speed and agility that IT hasn’t been able to provide has resulted in what many call “Shadow IT” where business units are resorting to using credit cards to procure computing resources outside of the purview of the IT.
    SCALE: Cloud gives you an almost infinite set of computing resources. Your applications will enjoy massive global scale, and can easily scale up or down depending on the demand. That means, you never have to worry about running out of capacity or worry about overprovisioning. You use just enough resources for your needs - nothing more, nothing less.
    ECONOMICS: And of course, you’re paying only for what you use in the Cloud. This in itself saves you money for any app that has variable computing needs. For some organizations, there is also an additional benefit of changing CapEX to OpEX, which frees up capital from infrastructure investments so it can be put to other uses.
  • Who are we anyway?
    What is my own background?
  • Aqueducts moved water through gravity alone, being constructed along a slight downward gradient within conduits of stone, brick or concrete.
  • Working lean, yet still scaling Big Ideas.
    Leveraging the systems, experiences, and platforms of other companies helps to create a new way of working on marketing programs.
    THERE ARE SO MANY MORE OPTIONS NOW THAN RADIO AND TV.
  • “Interactive marketers are adept at planning and executing campaigns across each individual interactive channel, but continue to grapple with creating a unified view of customer interactions across channels,”
  • “Interactive marketers are adept at planning and executing campaigns across each individual interactive channel, but continue to grapple with creating a unified view of customer interactions across channels,”
  • Consumers are fragmented and spread over un-related digital touch-points. Nothing builds upon a bigger picture.
    Creating a single profile of the consumer of our experiences across all channels is the approach that should be taken.
  • Consumers are fragmented and spread over un-related digital touch-points. Nothing builds upon a bigger picture.
    Creating a single profile of the consumer of our experiences across all channels is the approach that should be taken.
  • visualized business intelligence
    “Half is wasted—but which half…”
    GEOflow
    This is literally the death of “smoke and mirrors” that is happening…
    Massive amounts of data, needing to be accessed and used to make strategic and tactical marketing devisions in real-time whether by people or by algorithms.
  • A mobile and Web-powered service developed whole cloth by Infusion for Metlife, Infinity enables anyone to capture and share important memories now or at a pre-determined future date across iOS or Android devices. This free app captures pictures, videos, notes, and critical documents and allows one to pass them on to the people that matter the most.
    Software, data management have become just as important as “art and copy”, in some cases more so.
  • Application Prototcol interface…
  • I have not purchased a new CD in 2 years now. I would have spent about $1200.00 on new music, about 50.00 per month. I have spent $240.00 with Spotify instead.
  • The hosting and management of applications and services on the Internet through data centers.
    this terabyte brought to you by noxema.
  • The hosting and management of applications and services on the Internet through data centers.
    We now have “ever-access” for our data as consumers and as businesses.
    Gartner predicts that the bulk of new IT spending by 2016 will be for cloud computing platforms and applications with nearly half of large enterprises having cloud deployments by the end of 2017.
    “This extra gigabyte of media storage is brought to you by PopTarts, or CNN, or GE.”
  • Simplified IT: relatively plug and play without the TCO and infrastructure logistics.
    Reduce costs: Gameizon as a start-up—and we’re all startups today—saved up to 40% than going the traditional IT route.
    Scalability: to address the unpredictable nature of today’s programs such as viral content and social media.
    Speed: up to a 30% faster program deployment.
    Own your own data: rather than giving your data to facebook or youtube you can host and manage your own programs and reap those benefits.
  • Infinity
  • Dumbways to Die.
  • Infinity
  • Within an 8 week period the program produced almost 600,000 new story impressions. Content management and streaming from the cloud, along with collected data.
  • What is PERSONIF?
    Microsoft: Microsoft Cloud Partner of the Year, Content Management Implementation using Infusion’s Pulse Platform
    X-Factor’s second season online auditions were accomplished through a casting engine called PERSONIF.
    Over 11,000 registered users.
    Over 5,000 online video auditions submitted.* Half the auditions would come in the last day…
    Over 350 hours of video submitted.
  • BMW Latin America used Windows Azure to build a flexible solution that it could scale dynamically to engage 90,000 consumers in two months and convert 900 campaign participants into prequalified sales prospects. The company reached 10 markets in two languages, without making a large infrastructure investment or relying on corporate support.
    3-month campaign, 10 markets.
    90,000 interactions leading to 900 leads.
    Cost 2/3rds less than traditional hosting.
  • JUSTPROUD promotes community-based collaboration for those in the fashion industry. Based on input from members, the company produces limited-quantity fashion merchandise.
  • Let’s face it, this is the stuff we DON’T want to have to be worried about, we just want it to work as our campaigns ignite and go through the roof. The strategy, creative and the campaign optimization are what need our focus.
  • Transcript

    • 1. The Cloud for Digital Marketers Peter Rivera, VP, Infusion Chris Hallberg, Azure Director, Microsoft
    • 2. Why Consider the Cloud?
    • 3. About Infusion Infusion unites insight, creativity, and technology to accelerate and transform business for leading companies around the world.
    • 4. Sample Clients
    • 5. Great Ideas are powered by Great Infrastructure. A MINDSET TO EMBRACE
    • 6. We are all start-ups now. Due to virtual services small companies can act like Big Companies, and vice-versa.
    • 7. Key audiences have been embracing digital, multi-channel lifestyles. Trend 1: The Multi-verse.
    • 8. Trend 1: The Multi-verse.
    • 9. A consolidated view of the customer is a core tenet of relationship marketing. Common data collection practices allow for cumulative knowledge about viewers and potential viewers. Better analytics make it possible to optimize your marketing investments both manually and dynamically.
    • 10. Customer Experience Mapping
    • 11. Trend 2: Data Rules. There has never been a more accountable time for marketers to gauge and improve results of their programs.
    • 12. Trend 3: product-centricity Brand and marketing teams now must create digital products and services to create relationships with customers.
    • 13. Trend 4: The rise of services Our digital world is now powered more than ever by virtual services, enabled by APIs.
    • 14. What do we own anymore?
    • 15. Trend 5: The Cloud Gartner predicts that the bulk of new IT spending by 2016 will be for cloud computing, with nearly half of large enterprises having cloud deployments by the end of 2017.
    • 16. Biggest service of all: The Cloud
    • 17. Benefits of the Cloud • Simplified IT. No cost of ownership. • Reduced cost of campaigns (pay for what you need.) • Scalability. • Speed to market. • Own your own data and content.
    • 18. The right systems allow for… • Automated management. • Built-in data protection. • Are self-healing. • Have disaster recovery.
    • 19. A leading Cloud platform 54% of the Fortune 500 use Microsoft’s Azure as their cloud platform.
    • 20. Trend 6: Exponential Growth The nature of viral campaigns and social media has the aspect of unpredictability, like planning for lightning.
    • 21. “Dumb Ways to Die”: 73,439,319 views on YouTube.
    • 22. Trend 7: Marketing + IT Convergence Inter-operability of two departments that have often been at odds (in both goals, funding, and process) is paramount.
    • 23. FOX Idolizer
    • 24. X-Factor Online Casting • Auditions online for top TV show.
    • 25. Sport in America • User-generated video content. • For HBO.
    • 26. The PULSE Platform Infusion’s custom-developed product to address issues specific to retail deployments at scale.
    • 27. Royal Bank of Canada (RBC) The Royal Bank of Canada (RBC), Canada’s largest bank, wanted to create a new retail banking experience combining best-in-class retail shopping with financial services. RBC turned to Infusion to help enhance the in-branch experience to retain current customers, attract new customers, and roll out new services. After extensive testing with consumers and in 200 branches, the program is poised to roll out to 2,000.
    • 28. BMW Latin America “By using Windows Azure to make audience data available in Microsoft Dynamics CRM, we enhanced the business continuity of our marketing campaign and developed more than 900 new sales prospects.” BeataBujalska,E-MarketingAnalyst, BMWLatinAmerica
    • 29. Just Proud “Unlike other providers where there’s a lot more overhead involved, with Azure it’s simply a matter of simply changing a number in a configuration file and you scale up.” DjonKleine, ChiefTechnologyOfficer
    • 30. “By avoiding enormous investments in infrastructure, we are significantly lowering our expenses. The platform’s pay-per-use policy has resulted in cost savings of over 40 percent.” BalkrishnaHeroor,CEO,Gameizon
    • 31. • Digital Marketers are thinking multi- channel, scale, social media, and “do more with less”. • The Cloud enables the agility and responsiveness of a Start-up with the maturity and stability of a Fortune 500 company. In Summary…
    • 32. Thank you! Peter Rivera, VP, Infusion Chris Hallberg, Azure Director, Microsoft