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http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
5 Obstacles to Marketing Intelligence – II
What...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Quick Review of Last Week’s Lecture
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Last week, we started talking
about the 5 obsta...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
We covered the first 2 obstacles
and will be mo...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
We will have established the
foundations of the...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
So let’s get caught up first…
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Obstacle 1:
Getting Started
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
What are some of the reasons
that people give f...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
How do we overcome them?
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Obstacle 2:
Causality
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
What is causality?
How does it affect our marke...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
As intelligent marketers, how do
we counter cau...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The Remaining 3 Obstacles
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Overcome Obstacle 3:
Lack of Data—
Strategies f...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Many marketers struggle with
too much data, rat...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Remember that we covered
collection and analysi...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
But B2B companies have a
legitimate data challe...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
They sell through a channel and
do not have dir...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
There are three approaches to
overcome this obs...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Option 1:
Channel Partner Data Sharing
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Mornings for John
Chambers, CEO of the $39 bill...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Through this enterprise web
application, the se...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Now, for those of you unfamiliar
with the Cisco...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Why?
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Cisco sells more than 95% of its
products indir...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
So how does Cisco do it?
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Cisco contractually requires its
value-added re...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Most B2B companies find that
requesting custome...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Cisco requires channel partners
to share custom...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
So B2B companies must answer
the question:
‘‘Wh...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
One answer is that B2B companies
spend consider...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Now, we need to be clear about one
thing – and ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
What we are interested in is
what products or s...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
This “disguise approach” works
because the chan...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Option 2:
Frequent Drinker Programs
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Suntory is one of the largest
liquor distillers...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
It is in the 3rd tier of
popularity, in terms o...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
But in the late 1990s, Suntory did
something wi...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
They created a
frequent drinker
web site
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Now, Suntory, like Cisco, sells all of
its beer...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
So the creation of a website where
customers wo...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
In return for sharing the
data, customers got t...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
At the peak of the
campaign, Malts reported
300...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
More importantly, these were high-
value custom...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Now, this worked in Japan
because after work of...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
But the idea of a frequent
drinker program tran...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Welcome
to
mycokerewards.com
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
My Coke Rewards
The website is a loyalty
progr...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
What
do
we
learn?
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Customer data is a cheap
as a T-shirt!
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
My Coke Rewards enable Coke to
have direct acce...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The site also provided a revenue
stream for Cok...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
In both of these example, there
is a crystal cl...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
So the question that we ask is:
“What is your v...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Option 3:
Use Surveys as a Proxy
for Customer D...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
We can also use focus groups
and surveys for fi...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The idea is to capture the
demographics, charac...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
We can create survey-
based, analytic marketing...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Now, I should note that this
approach is not as...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
There are many professional service
firms that ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The internet has also given us the
ability to c...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
But there is a problem with the
survey model, o...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The other problem that we
discussed was privacy...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
One marketer once told a story of
their legal d...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The reason…
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The company did not have a privacy
policy and t...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
So, first thing – marketers must
clearly commun...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
In some cases, there are laws
preventing direct...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
In the United States, the Health
Insurance Port...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
While we have to follow these
laws, there are w...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
If you create a website targeting a
specific il...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The key understanding is simple –
always add va...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Overcome Obstacle 4:
Resources and Tools—
Build...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Infrastructure for
Analytic Marketing
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
A PC combined with Microsoft
Excel makes for an...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
For infrastructure, this is all most
marketers ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
But you should know the limitations
- Excel 200...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
So if you have a large number of
customer, Exce...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Now I will provide you with Excel
templates for...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
We can also use Excel to create
and manage mark...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
But if you have a large customer
database, you ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
‘‘The difference in these
requirements is the d...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
In short –
Think big, start small
and scale up ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Infrastructure for
a Large Firm
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Customer Data
Collection
Data Storage
Technical...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
We will spend time talking about
this model in ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Overcome Obstacle 5:
People and Change—
Create ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
What’s the one phrase that we
hear more than an...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
“I am just a _________ and have
no influence to...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
90% of employees
underestimate their potential ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
In previous examples, we have
seen that small c...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
You have to understand that in the
culture of a...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Now, we have to understand that
creating a anal...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
You have to convince others and
the quick win i...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Find out who the decision
makers in your organi...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
One fact that we need to
remember is:
The troub...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
To understand corporate
culture, think of it as...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Young MBAs believe that
organizations are ratio...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
A bureaucratic organization has a
very rigid or...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
These organizations are
militaristic, with the ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Political organizations have
centers of power, ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The best example of a political
organization – ...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Henry Kissinger once said, ‘‘The
reason the fig...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
What are the
best ways to drive change?
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
‘‘Our marketing budget is being cut
by 36 perce...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
‘‘Our discount marketing is killing overall
pro...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Create Incentive for Change
through
Measurement...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Weight Loss
&
Calorie Counting
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
The point is if
you can measure it,
you can con...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
For marketers, making metrics
and measurement ‘...
http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
Many organizations incite
activity, not results...
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5 Obstacles to Marketing Intelligence - Part II

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Second part of the 5 Obstacles to Marketing Intelligence in organizations

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Transcript of "5 Obstacles to Marketing Intelligence - Part II"

  1. 1. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled 5 Obstacles to Marketing Intelligence – II What Stops Us From Achieving Marketing Greatness
  2. 2. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Quick Review of Last Week’s Lecture
  3. 3. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Last week, we started talking about the 5 obstacles that keep organizations from achieving marketing excellence
  4. 4. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled We covered the first 2 obstacles and will be moving on the final 3 this week
  5. 5. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled We will have established the foundations of the course after this lecture and will start moving into the actual analytics and metrics from our next class
  6. 6. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled So let’s get caught up first…
  7. 7. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Obstacle 1: Getting Started
  8. 8. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled What are some of the reasons that people give for why they are unable to get started?
  9. 9. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled How do we overcome them?
  10. 10. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Obstacle 2: Causality
  11. 11. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled What is causality? How does it affect our marketing?
  12. 12. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled As intelligent marketers, how do we counter causality arguments?
  13. 13. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The Remaining 3 Obstacles
  14. 14. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Overcome Obstacle 3: Lack of Data— Strategies for Obtaining Customer Data
  15. 15. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Many marketers struggle with too much data, rather than not enough
  16. 16. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Remember that we covered collection and analysis of the right data in overcoming obstacle 1
  17. 17. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled But B2B companies have a legitimate data challenge, since these companies do not sell directly to customers
  18. 18. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled They sell through a channel and do not have direct access to customer transactional data
  19. 19. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled There are three approaches to overcome this obstacle
  20. 20. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Option 1: Channel Partner Data Sharing
  21. 21. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
  22. 22. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Mornings for John Chambers, CEO of the $39 billion Cisco Systems empire, starts with a can of Diet Coke and Cisco’s e- Sales portal
  23. 23. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Through this enterprise web application, the senior management can drill down through global sales data that occurred on the previous day by geography, purchasing company/products or sold by a specific sales manager
  24. 24. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Now, for those of you unfamiliar with the Cisco sales model, this is a great trick
  25. 25. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Why?
  26. 26. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Cisco sells more than 95% of its products indirectly through value-added resellers
  27. 27. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled So how does Cisco do it?
  28. 28. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Cisco contractually requires its value-added resellers to share customer sales data
  29. 29. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Most B2B companies find that requesting customer data from the channel partner is met with a firm ‘‘no way.’’ The partner refuses on the grounds that the data are its property and the source of its competitive advantage.
  30. 30. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Cisco requires channel partners to share customer data in order to resell their products
  31. 31. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled So B2B companies must answer the question: ‘‘What’s in it for my channel partner to share its data?’’
  32. 32. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled One answer is that B2B companies spend considerable marketing dollars co-marketing with channel partners so shared data analysis provides deep insights into how to radically improve the marketing performance
  33. 33. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Now, we need to be clear about one thing – and it’s a big thing - the B2B firm does not necessarily have to know the name and address of the customer; this could be deleted from the shared data file.
  34. 34. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled What we are interested in is what products or services the customer purchases, and the ability to act upon these data, perhaps through the channel partner
  35. 35. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled This “disguise approach” works because the channel partner’s concern that if the B2B firm has the customer data, it will want to go direct and cut the channel out of the deal
  36. 36. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Option 2: Frequent Drinker Programs
  37. 37. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
  38. 38. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Suntory is one of the largest liquor distillers in Japan and brews a beer called Suntory Malts
  39. 39. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled It is in the 3rd tier of popularity, in terms of sales revenue and brand awareness
  40. 40. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled But in the late 1990s, Suntory did something with the Internet that at the time that was particularly innovative
  41. 41. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled They created a frequent drinker web site
  42. 42. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Now, Suntory, like Cisco, sells all of its beer indirectly through beer distributors, bars, restaurants, groce ry stores and vending machines – which makes data collection difficult, if not impossible
  43. 43. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled So the creation of a website where customers would come to and input the number of beers they drank, given by codes on the bottles, and in return get points was an interesting way to collect data
  44. 44. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled In return for sharing the data, customers got to purchase silly hats, bottle tops with their name imprinted on it, or the chair that is too uncomfortable to sit in
  45. 45. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled At the peak of the campaign, Malts reported 300,000 visitors a month to the web site
  46. 46. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled More importantly, these were high- value customers – the frequent drinkers – and the website enabled the collection of data for direct marketing extremely easy
  47. 47. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Now, this worked in Japan because after work office parties involve the mass consumption of alcohol. This would not have worked in the US!
  48. 48. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled But the idea of a frequent drinker program transcends cultures and geographies…
  49. 49. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Welcome to mycokerewards.com
  50. 50. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled
  51. 51. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled My Coke Rewards The website is a loyalty program for frequent Coke- branded product drinkers Again, users get points for how many Coke drinks they have and get rewards such as T-shirts, DVDs and discounts with the many partners affiliated with the marketing activity
  52. 52. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled What do we learn?
  53. 53. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Customer data is a cheap as a T-shirt!
  54. 54. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled My Coke Rewards enable Coke to have direct access to their “frequent drinkers” and to do direct marketing via e-mail to this valuable customer base
  55. 55. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The site also provided a revenue stream for Coke through the paid ads on the site for participating partners
  56. 56. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled In both of these example, there is a crystal clear value proposition for customer and resellers to share their data
  57. 57. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled So the question that we ask is: “What is your value proposition for customers to provide their data?
  58. 58. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Option 3: Use Surveys as a Proxy for Customer Data
  59. 59. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled We can also use focus groups and surveys for fine-grained segmentation and target marketing
  60. 60. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The idea is to capture the demographics, characteristics, and purchasing habits of your end customer through in-depth market research
  61. 61. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled We can create survey- based, analytic marketing offers targeting these segments and test them using focus groups and experiments as we discussed in Obstacle 2
  62. 62. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Now, I should note that this approach is not as effective as analyzing large customer transaction data sets, it can be a great way to get started if you are a B2B firm
  63. 63. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled There are many professional service firms that will design, conduct and analyze the survey, but you can start with a free lunch and a gift for participants
  64. 64. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The internet has also given us the ability to create and conduct online surveys. For the cost of surveying 10 people in person, you can survey 100 or more online
  65. 65. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled But there is a problem with the survey model, online or offline – getting people to sign up and participate
  66. 66. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The other problem that we discussed was privacy issues because customers can be hesitant about sharing information in fear of how it might be used
  67. 67. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled One marketer once told a story of their legal department telling them to delete customer data after a specific time period for fear of liability
  68. 68. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The reason…
  69. 69. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The company did not have a privacy policy and the legal department did not understand what marketing planned to do with the customer data
  70. 70. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled So, first thing – marketers must clearly communicate the privacy policy both internally and externally about how data will and will not be used
  71. 71. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled In some cases, there are laws preventing direct data collection of customer data
  72. 72. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled In the United States, the Health Insurance Portability and Accountability Act (HIPAA) prevents pharma companies from knowing patient prescriptions
  73. 73. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled While we have to follow these laws, there are ways around them
  74. 74. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled If you create a website targeting a specific illness, like diabetes, you can provide information and provide community support groups to give product information to customers while gaining customer feedback and insights
  75. 75. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The key understanding is simple – always add value to the customer interaction by answering the question “What’s in it for me?” from the customer’s perspective
  76. 76. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Overcome Obstacle 4: Resources and Tools— Build the Infrastructure for Data- Driven Marketing
  77. 77. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Infrastructure for Analytic Marketing
  78. 78. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled A PC combined with Microsoft Excel makes for an amazingly powerful tool
  79. 79. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled For infrastructure, this is all most marketers need to get started on the analytic marketing path
  80. 80. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled But you should know the limitations - Excel 2003 had a limit of 65,536 rows in a spreadsheet, and Excel 2007 has a limit of 1,048,576 rows by 16,384 columns
  81. 81. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled So if you have a large number of customer, Excel is not going to work as a marketing database, not should it
  82. 82. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Now I will provide you with Excel templates for analyzing customer satisfaction data, internet metrics, and calculating financial return on marketing
  83. 83. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled We can also use Excel to create and manage marketing campaign scorecards
  84. 84. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled But if you have a large customer database, you will need to use SAS, SPSS or a specialized business intelligence application
  85. 85. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled ‘‘The difference in these requirements is the difference between building a ranch house or the Empire State Building.’’
  86. 86. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled In short – Think big, start small and scale up fast
  87. 87. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Infrastructure for a Large Firm
  88. 88. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Customer Data Collection Data Storage Technical Tools
  89. 89. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled We will spend time talking about this model in later lectures, so I will hold off on going into detail now
  90. 90. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Overcome Obstacle 5: People and Change— Create an Analytic Marketing Culture
  91. 91. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled What’s the one phrase that we hear more than any other in business when it comes to change?
  92. 92. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled “I am just a _________ and have no influence to create change.”
  93. 93. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled 90% of employees underestimate their potential to influence others
  94. 94. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled In previous examples, we have seen that small changes can have big impacts
  95. 95. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled You have to understand that in the culture of an organization, change starts with you. So start with simple changes that positively impact those around you
  96. 96. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Now, we have to understand that creating a analytic marketing or marketing intelligence culture requires more than one person
  97. 97. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled You have to convince others and the quick win is an essential early step
  98. 98. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Find out who the decision makers in your organization are and learn what will convince them to believe in the change
  99. 99. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled One fact that we need to remember is: The trouble with change is people
  100. 100. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled To understand corporate culture, think of it as three major categories: rational, bureaucratic or political
  101. 101. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Young MBAs believe that organizations are rational meaning the best idea will win. Experienced managers know that isn’t the truth.
  102. 102. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled A bureaucratic organization has a very rigid organizational structure, and protocols must be strictly followed in communicating with senior executives
  103. 103. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled These organizations are militaristic, with the general giving orders from the top, and the commanders ensuring the orders are executed on the front lines
  104. 104. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Political organizations have centers of power, with individuals who have kingdoms within the organization, often accompanied by budgetary authority and staff
  105. 105. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The best example of a political organization – a university or center of higher learning
  106. 106. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Henry Kissinger once said, ‘‘The reason the fights are so fierce in academia is because the stakes are so low.’’
  107. 107. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled What are the best ways to drive change?
  108. 108. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled ‘‘Our marketing budget is being cut by 36 percent; we need to justify our future marketing spending.’’ ‘‘We are losing significant market share.’’
  109. 109. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled ‘‘Our discount marketing is killing overall profitability.’’ ‘‘We are hemorrhaging customers and don’t know who are the most profitable.’’ ‘‘Our competitors are consistently outmarketing us.’’
  110. 110. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Create Incentive for Change through Measurement and Behavior
  111. 111. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Weight Loss & Calorie Counting
  112. 112. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled The point is if you can measure it, you can control it.
  113. 113. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled For marketers, making metrics and measurement ‘‘public’’ within the organization will incite change
  114. 114. http://emagine-group.com Brand Focused, Socially Active, Digitally Enabled Many organizations incite activity, not results, so the idea is to focus on the metrics that really value marketing
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