| Multichannel Marketing Platform
Marketing theo định hướng dữ liệu
và Hệ thống quản trị khách hàng Số
Data-Driven Marketi...
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The Three Elements
of Digital Transformation
Confidential 2Source: ANTS, Accenture 2015
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Digital Transformation
New Distribution Channel
Confidential 3Source: ANTS, Accenture 2015
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Data-Driven & Digital Marketing
Hierarchy of Ad Tech
Confidential 4Source: ANTS, Accenture 2015
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Data-Driven & Digital Marketing
Hierarchy of Ad Tech
Confidential 5Source: ANTS, Gartner Mar 2015
Ad tech inclu...
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Multichannel Marketing
Smart Advertising Technology
Confidential 6Source: ANTS, Gartner Dec 2014
Key Issues:
• ...
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Multichannel Campaign
Customer Journey & Marketing Platform
Confidential 7
Marketing
Platform
Source: ANTS, Goo...
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The Customer Experience Management
(CEM) Architecture
Digital CRM
Confidential 8Source: ANTS, Accenture 2015
IN...
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Multichannel Data | Digital CRM
Single View of Consumers
Confidential 9Source: ANTS, Accenture, IAB 2015
• 70% ...
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Popular Use Cases of
Social for CRM (1/2)
Single View of Consumers
Confidential 10Source: ANTS, Gartner 2015
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Popular Use Cases of
Social for CRM (2/2)
Single View of Consumers
Confidential 11Source: ANTS, Gartner 2015
Thank You
http://ANTS.vn
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Marketing theo định hướng dữ liệu (Data-Driven) và Hệ thống quản trị khách hàng Số (Digital CRM & CEM)

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Marketing theo định hướng dữ liệu (Data-Driven) và Hệ thống quản trị khách hàng Số (Digital CRM & CEM).

“Marketing theo định hướng dữ liệu và Hệ thống quản trị khách hàng số” - ông Đinh Lê Đạt, Chuyên gia về Dữ liệu lớn, Tập đoàn FPT, Đồng sáng lập & CEO ANTS

"Với vai trò của một Marketer & Salesman trong thời đại Internet & Big Data không khó để nhận ra rằng Digital Marketing đã và đang khai phá ra quy cách chuẩn biến dữ liệu thành giá trị thương mại. Tương lai của Sale & Marketing sẽ hợp nhất các chiến lược riêng lẻ, công nghệ sẽ giúp xác định trạng thái khách hàng đang đứng ở đâu trong toàn bộ tiến trình ra quyết định. Thông tin có thể trợ giúp quá trình chọn lựa nội dung quảng cáo và thông điệp tương ứng cần truyền tải đến với người dùng là gì. Câu trả lời chính là nền tảng Marketing hợp nhất trong tương lai không chỉ xoay quanh Marketer không thôi. Thay vào đó nó phải hướng tới khách hàng (Digital CRM) tại bất cứ nơi đâu họ tiếp xúc với nhãn hiệu dù là trực tuyến hay trong đời sống thực."

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Marketing theo định hướng dữ liệu (Data-Driven) và Hệ thống quản trị khách hàng Số (Digital CRM & CEM)

  1. 1. | Multichannel Marketing Platform Marketing theo định hướng dữ liệu và Hệ thống quản trị khách hàng Số Data-Driven Marketing and Digital CRM TS. Đinh Lê Đạt Đồng sáng lập & CEO http://ANTS.vn | May 2015 Dat@ants.vn | DatDL@fpt.com.vn +84-912323911 Confidential
  2. 2. Powered by The Three Elements of Digital Transformation Confidential 2Source: ANTS, Accenture 2015
  3. 3. Powered by Digital Transformation New Distribution Channel Confidential 3Source: ANTS, Accenture 2015
  4. 4. Powered by Data-Driven & Digital Marketing Hierarchy of Ad Tech Confidential 4Source: ANTS, Accenture 2015
  5. 5. Powered by Data-Driven & Digital Marketing Hierarchy of Ad Tech Confidential 5Source: 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.
  6. 6. Powered by Multichannel Marketing Smart Advertising Technology Confidential 6Source: ANTS, Gartner Dec 2014 Key Issues: • Multichannel Brand Strategies • Multichannel Marketing Strategies • Creating Effective Customer Experiences • Multichannel Marketing Critical Capabilities • Content Marketing
  7. 7. Powered by Multichannel Campaign Customer Journey & Marketing Platform Confidential 7 Marketing Platform Source: ANTS, Google 2015
  8. 8. Powered by The Customer Experience Management (CEM) Architecture Digital CRM Confidential 8Source: 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).
  9. 9. Powered by Multichannel Data | Digital CRM Single View of Consumers Confidential 9Source: 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.
  10. 10. Powered by Popular Use Cases of Social for CRM (1/2) Single View of Consumers Confidential 10Source: ANTS, Gartner 2015
  11. 11. Powered by Popular Use Cases of Social for CRM (2/2) Single View of Consumers Confidential 11Source: ANTS, Gartner 2015
  12. 12. Thank You http://ANTS.vn

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