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The NEXT Digital Marketing
Where are we coming from?10+ years working on DigitalMarketing specifically for pharmacompanies500+ web properties (deskto...
the relationshipbetween yourcustomer andinformation There is a amount ofinfo out there, hitting your targetaudience throug...
MobileCloudCMSAnalyticsSocialTechnology is moving...... faster and faster...?
What we have seenHigh expectationsfor digitalexperiencesGrowing costpressuresMarketsunderserved
Traditional approacheswill not keep up withthe race pace...... of ever changingtechnology and peoplebehavior.
Industry leaders, in this new world,will be the ones that...Learncontinuously aboutcustomer behavior,sentiment, history,lo...
How?
websitesnewslettersmobile appsmobile SFAeDetailingAdwords...Talkproperly!Talk Listen Learnsocial networksgoogle analyticso...
Talk
Optimal ExperienceUnified Platform>> CMSOmnichannel>> Work only in the web browser is not enoughanymoreSecurity & Complian...
What is (or should be) your focus?Physical ServersVirtualizationOS StorageHighAvailabilityLoadBalancingCMS Database ...CDN...
What is (or should be) your focus?Physical ServersVirtualizationStorageHighAvailabilityLoadBalancingCMS Database ...CDN, C...
The Right andNimblerInfrastructure>> cloud computing
ADVERTISINGGo-to-Market StrategyCONTENTDEVICES (Hardware)ENTERPRISE
50% of F500 and Over 5 million businesses have gone GoogleAppsGeoCloudSearch
Beyond cost savings to value90Kemployees across 140countries in monthsreduction (8 weeks) inbudgeting processincrease inem...
Cloud Platform Innovation200820102002200420062012GFS200220042006200820102012MapReduceBig TableColossusSpannerDremelFlumeJa...
Cloud Platform Performance66% less compute, 83% less storage, very fast time to market, no up frontcosts, and only pay for...
Google InfrastructurePerformanceRedundancyDisaster RecoveryAudits & CertificationsSecurityEnergy EfficientGlobal Data Cent...
Details can be found @ http://www.peeringdb.com/view.php?asn=15169Global Network Footprint
Case StudiesSULAMERICA PULSEKHAN ACADEMY ONLINE GROWTH
The Right andNimblerInfrastructure>> cloud computing
Listen
We love Google Analytics...>> Number of visits>> Customer engagement>> eCommerce activity>> Goals for each page>> Reportin...
Ci&Ts Digital Brain3rd Party Datademographicseconomicspublic APIsweatheretcOwn Channels Dataweb/mobile analyticssocial lis...
Source: Gartner 2013
Learn
1 Raw Data 2 InformationAggregation3 PatternIdentification
Ci&Ts Digital Brain3rd Party Datademographicseconomicspublic APIsweatheretcOwn Channels Dataweb/mobile analyticssocial lis...
Ci&Ts Digital BrainLearning Machine + Data Management + BigData TechnologyAnalytics + APIs + Query MachineMetrics360custom...
Born on Big Data>> and affordable...
BigData Analytics Cloud PlatformBigQuery: a fully-managed data analytics service in the cloud.Unlimited storage. Interacti...
Sales FinanceSelf-built reporting dashboard using BigQuery + AppEngineDashboard used by Sales to slice/dice Ad sales data ...
Revenue optimization - hospitality industryNew solution for real-time decision makingSaves more than $150,000 a yearCloud ...
Born on Big Data>> and affordable...
Demo
- HCP centricinformation- Rep Visits- Calls- Content Views- Prescriptions- Public Data- ContentRecommendation- HCP alertsR...
The NEXT Digital MarketingMain takeaways...[1] You need to talk,listen and learn[3] Google has thetechnology, Ci&T hasthe ...
showmethebrain@ciandt.comTalk to us!
Thank you!!!!
The Next Digital Marketing- Digital Pharma presentation by Ci&T and Google
The Next Digital Marketing- Digital Pharma presentation by Ci&T and Google
The Next Digital Marketing- Digital Pharma presentation by Ci&T and Google
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The Next Digital Marketing- Digital Pharma presentation by Ci&T and Google

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Transcript of "The Next Digital Marketing- Digital Pharma presentation by Ci&T and Google"

  1. 1. The NEXT Digital Marketing
  2. 2. Where are we coming from?10+ years working on DigitalMarketing specifically for pharmacompanies500+ web properties (desktop andmobile) developed and maintained300+ people constantly working forsome of the largest pharma cos.
  3. 3. the relationshipbetween yourcustomer andinformation There is a amount ofinfo out there, hitting your targetaudience through a ofchannelsInformation is , ,available in a more democraticand self-service mannerThe sales rep is theowner of the informationanymoreYour customer is anotmoving targethas changedmassiveeverywherevariety
  4. 4. MobileCloudCMSAnalyticsSocialTechnology is moving...... faster and faster...?
  5. 5. What we have seenHigh expectationsfor digitalexperiencesGrowing costpressuresMarketsunderserved
  6. 6. Traditional approacheswill not keep up withthe race pace...... of ever changingtechnology and peoplebehavior.
  7. 7. Industry leaders, in this new world,will be the ones that...Learncontinuously aboutcustomer behavior,sentiment, history,localization, wishesand contextAdapttheir channelsand content withagilityBlendtheir products orservices seamlesslyinto their customerslives“(in five years) it will be too late for digital marketers to gain acompetitive advantage through early adoption “ -- Gartner (10/2012)
  8. 8. How?
  9. 9. websitesnewslettersmobile appsmobile SFAeDetailingAdwords...Talkproperly!Talk Listen Learnsocial networksgoogle analyticsomnitureCRMcontact uspublic dataeDetailingA/B testing...machine learningclosed loop marketingsentiment analysisUX optimization...Gather data,create anefficientfeedback cycleInsights, tendencies,actionable items.
  10. 10. Talk
  11. 11. Optimal ExperienceUnified Platform>> CMSOmnichannel>> Work only in the web browser is not enoughanymoreSecurity & Compliance>> We understand, we can make it workIntegrate with the Learn perspective>> Use the insights, take actions!
  12. 12. What is (or should be) your focus?Physical ServersVirtualizationOS StorageHighAvailabilityLoadBalancingCMS Database ...CDN, Cache etcWebsites Mobile/Social App ...
  13. 13. What is (or should be) your focus?Physical ServersVirtualizationStorageHighAvailabilityLoadBalancingCMS Database ...CDN, Cache etcWebsites Mobile/Social App ...Innovation, differentiation & business value start hereReliability, flexibility and low costs (elastic & affordable)OS
  14. 14. The Right andNimblerInfrastructure>> cloud computing
  15. 15. ADVERTISINGGo-to-Market StrategyCONTENTDEVICES (Hardware)ENTERPRISE
  16. 16. 50% of F500 and Over 5 million businesses have gone GoogleAppsGeoCloudSearch
  17. 17. Beyond cost savings to value90Kemployees across 140countries in monthsreduction (8 weeks) inbudgeting processincrease inemployee productivityinfrastructuresavings30%2.8x$800K99%reduction in time for salesexecs to find information35%increase is websiteconversion rates1/10 of resources and 1/4 oftime to develop appsimprovement inefficiency + accuracy300% 1 | 4,500eliminated paperprocessing @ Walmart
  18. 18. Cloud Platform Innovation200820102002200420062012GFS200220042006200820102012MapReduceBig TableColossusSpannerDremelFlumeJavaPregel
  19. 19. Cloud Platform Performance66% less compute, 83% less storage, very fast time to market, no up frontcosts, and only pay for what you use
  20. 20. Google InfrastructurePerformanceRedundancyDisaster RecoveryAudits & CertificationsSecurityEnergy EfficientGlobal Data Centers99.95% Uptime SLACompute Storage ServicesCompute Engine(IaaS)App Engine (PaaS)Cloud Storage(Object)Cloud SQL(Relational)BigQueryCloud EndPointsPredictionTranslationand more...Cloud PlatformGoogle Services
  21. 21. Details can be found @ http://www.peeringdb.com/view.php?asn=15169Global Network Footprint
  22. 22. Case StudiesSULAMERICA PULSEKHAN ACADEMY ONLINE GROWTH
  23. 23. The Right andNimblerInfrastructure>> cloud computing
  24. 24. Listen
  25. 25. We love Google Analytics...>> Number of visits>> Customer engagement>> eCommerce activity>> Goals for each page>> Reporting etc.... but there is more to listen than your websites
  26. 26. Ci&Ts Digital Brain3rd Party Datademographicseconomicspublic APIsweatheretcOwn Channels Dataweb/mobile analyticssocial listenersemail campaigns dataetcInternal DataCRMtransactions historyproduct informationSFA/eDetailingetcSensors Sensors
  27. 27. Source: Gartner 2013
  28. 28. Learn
  29. 29. 1 Raw Data 2 InformationAggregation3 PatternIdentification
  30. 30. Ci&Ts Digital Brain3rd Party Datademographicseconomicspublic APIsweatheretcOwn Channels Dataweb/mobile analyticssocial listenersemail campaigns dataetcInternal DataCRMtransactions historyproduct informationSFA/eDetailingetcSensors Sensors
  31. 31. Ci&Ts Digital BrainLearning Machine + Data Management + BigData TechnologyAnalytics + APIs + Query MachineMetrics360customerprofileBusinessAlertsPrescriptiveActionsPredictiveInsightsCRMOwnChannelsMail / MktCampaignsReportingToolsSFA /eDetailing3rd Party Datademographicseconomicspublic APIsweatheretcOwn Channels Dataweb/mobile analyticssocial listenersemail campaigns dataetcInternal DataCRMtransactions historyproduct informationSFA/eDetailingetcSensors Sensors
  32. 32. Born on Big Data>> and affordable...
  33. 33. BigData Analytics Cloud PlatformBigQuery: a fully-managed data analytics service in the cloud.Unlimited storage. Interactive analysis on multi-terabyte datasets.Scalable StorageGoogleSpreadsheetsApp EngineAppCo-WorkersAdwordsDCLKAnalyticsCorporate data3rd party dataAPIAnalyze interactivelyMash it upSecurely Share/distribute the resultsStore all your datain the cloudSQLOther BITools
  34. 34. Sales FinanceSelf-built reporting dashboard using BigQuery + AppEngineDashboard used by Sales to slice/dice Ad sales data across verticalsInsights: knowing which verticals are trending fastest towards MobileGoogle on Google: Internal adoption examples
  35. 35. Revenue optimization - hospitality industryNew solution for real-time decision makingSaves more than $150,000 a yearCloud StorageBigQueryAppEngineOracle DBAnalysts ExecsBI teamNetezzaapplianceRegional Sales
  36. 36. Born on Big Data>> and affordable...
  37. 37. Demo
  38. 38. - HCP centricinformation- Rep Visits- Calls- Content Views- Prescriptions- Public Data- ContentRecommendation- HCP alertsResult = Prescriptions rate
  39. 39. The NEXT Digital MarketingMain takeaways...[1] You need to talk,listen and learn[3] Google has thetechnology, Ci&T hasthe skills[4] Show me thebrain! You donthave to believe inthis presentation,we can make itwork for you![2] Its not rocketscience... thetechnology youneed to deploythese capabilities isthere, its simple andaffordable
  40. 40. showmethebrain@ciandt.comTalk to us!
  41. 41. Thank you!!!!
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