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iStrategy 2012, Melbourne: Customer relevance - the next frontier for competitiv…
 

iStrategy 2012, Melbourne: Customer relevance - the next frontier for competitiv…

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The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason ...

The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.

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    iStrategy 2012, Melbourne: Customer relevance - the next frontier for competitiv… iStrategy 2012, Melbourne: Customer relevance - the next frontier for competitiv… Presentation Transcript

    • Relevance,  scale  &  speed  Jason  Juma-­‐Ross  @ideasoc  Copyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
    • A  brief  history  of  customer  relevance   Manufacturing Web Mobile Supply chain Data & analytics Efficiency + Relevance + Mass media Prosumer ? Traditional Markets Industrialization RelevanceNB: Illustrative onlyCopyright © 2012 Accenture All Rights Reserved. 2
    • Relevance  works   Improvement in Conversion Rates Net Revenue Improvement Percentage Improvement vs. Base 90% 90% 70% 79% 70% 66% 50% 50% 50% 52% Net Rev. 30% +18% 30% Orders 31% 10% +7% 10% 17% 18% -10% -10% Projects Example ProjectSource: Accenture projects in the APAC region executed between 2005-2010Copyright © 2012 Accenture All Rights Reserved. 3
    • Business  outcomes  vary  enormously   Sales Service Stuff…. Mobile postpaid sales on-line Mobile postpaid self-service customers Service attach rate 35% 55% 23% 22% 12% 14% 9% 3% 1% Operator X Average Top Operator X Average Top Operator X Average Top Performer Performer Performer Web sales capability in place Product complexity Service attach rates increasing growing Web adoption low, SAC/ Web adoption low But not fast enough SRCs remain high PTS market rapidly evolvingSource: Accenture project databaseCopyright © 2012 Accenture All Rights Reserved. 4
    • Barriers  to  delivering  relevance  •  The  knowing-­‐doing  gap  •  The  technology  gap  •  The  culture  gap  Copyright © 2012 Accenture All Rights Reserved. 5
    • The  knowing-­‐doing  gap   What we say… What we do… Unrealised potential Dynamic, granular or one-to-one Personalisation drives better 1 interactions & higher conversion 5 segments segments optimised for outcomes Allocate budget to digital & Higher overall ROMI and more 2 interactive; less to traditional 10% on digital intelligent allocations Building a multi-channel Design an omni-channel delivery 3 customer experience Mobile app. around customer touch-points Explore social for content We’re engaging with the user 4 in social media channels Facebook page creation, service, sales , & engagement Big data is a core plank in our Reengineer legacy data strategy 5 customer strategy Unstructured data pilot from the ground up Investing in our analytics & Real-time optimisation integrated 6 data-driven marketing BI & reporting team to business processCopyright © 2012 Accenture All Rights Reserved. 6
    • The  technology  (&  scalability)  gap  Our  customers  demand  a  more  granular  and  con<nuous  content  and  func<onality  development  cycle  than  is  possible  in  the  current  paradigm   New Paradigm Complexity Dimensions Platform based, componentised dev., 5 Cust. Segments 12,150 Treatments flexible architecture with analytics linking 2,430 content, usage, and 3 Channels value + Relevance 6 Regions 810 Current Paradigm 135 Monolithic web 27 Brands development & digital Current supply chain. Analytics 5 Treatments used primarily for 5 Product categories reporting purposes 1 Treatment Unit Delivery Cost +Copyright © 2012 Accenture All Rights Reserved. 7
    • Lagging Leading Emerging STATIC ‘ONE-SIZE FITS ALL’ SYSTEMATIC, SCIENTIFIC AGILE, INTELLIGENT WEB SITES OPTIMISATION DELIVERY Search Social Display Personalisation (HTML) Web Skin Core Systems Componentised (Aligned) (HTML Layer) Architecture Search Social Display Foundational Components Intelligence Driven (Analytics) Intelligent Adaptation Analytics Applications, (Reporting) transactional, and service platforms Customer Data CloudCopyright © 2012 Accenture All Rights Reserved. 8
    • The  culture  gap  Internal  barriers   External  barriers  • Internal  siloes   • Privacy  expecta<ons  • Management  misalignment   Which  is  more  important  to  you?  • Last-­‐century  legal  structures   66   Companies  presen<ng  me   61   relevant  offers   64   34   Companies  no  longer  tracking   39   my  website  ac<vity   36   UK   USA   Total   0   10   20   30   40   50   60   70  Copyright © 2012 Accenture All Rights Reserved. August 2012, n = 2,000 UK & USA online respondents. Accenture Research 9
    • INTELLIGENT DIGITAL PLATFORM Channels Marketing Dashboard Web Mobile Kiosk Gaming Digital Exp Dashboard Cross Channel Publishing Center Digital Optimization Layer Advertising Profile Enzgine ADO Rendering Rules Intelligent Meta-Data Website Plug-in Syndication Plug-in Display Advertising Display Advertising Management Reporting Advanced Profiling Email Plug-in Search Plug-in Mobile Plug-in Plug-in Mobile Advertising Analytics Paid Search Management Campaign Analytics Email Analytics Search Analytics Offline Attribution Video Analytics Optimization Analytics Analytics Integrated Digital MMM Integration Shopping Analytics Web Analytics Display Advertising Analytics Syndication Marketing Non-Advertising Site Advertising Campaign Trigger Marketing Lead Management Email Marketing Management External Services Content Management Customer Profile Profile Web Workflow Aggregation Corporate Dictionary Registration Account Reverse IP Lookup Meta-data Translation Campaign Asset Profile Profile Data Management Management Integration Census Authoring Publishing Localization Advanced Profiling Commerce Portal, Presentation & Access Common Services Product Catalog Template Internationalization Accessibility Buy it Now Management Specifications Schema Survey Validation Services Session-State Site Layout Loyalty Management FAQ Ratings / Reviews Catalog Management Viewpoints Search Social Media Contact Us Commerce Basic Blog Ratings / Review Submit Code Order Management Payment Help Advanced Wiki Chat Content Life Tools Order Capture 3rd Party Commerce Integration Social Network Viral Marketing Faceted Integration CDN Product Guides Referrals Architecture Services Mediation Security Infrastructure Exception Handling Audit Logging Caching Services Data Access Consumer Data Services Services Services ServicesNB: for illustrative purposes onlyCopyright © 2012 Accenture All Rights Reserved. 10
    • High level solution design for intelligent digital Data & Business Presentation Customer Customer Analytics Tier Tier Interface Segments Actions > Content & Services > Templates > Security & Standards Ten non negotiables for intelligent digital ①  Put the customer at the centre of design ⑥  Deploy complementary assets to drive integrated customer communications ②  Use analytics to continuously optimise for business and customer outcomes ⑦  Monitor site integrity and optimise for search, social and mobile customers ③  Deliver a tiered, secure, architecture capable of adapting and scaling to ⑧  Deploy experienced on-site teams to changing needs design and manage design and delivery ④  Surface the right, device-appropriate ⑨  Leverage efficiencies of an offshore, content for each user virtualisation, & cloud services ⑤  Utilise native or third party widgets as ⑩  Adopt an 80/20 approach to innovation components driving the user experienceCopyright © 2012 Accenture All Rights Reserved. 11
    • Relevance  =  business  de-­‐averaged   1960 1980 2000 2020 Broadcast  Paradigm   Intent  Paradigm   Campaign Campaigns Demand Demand Profile Profile Population Population Demog. Simple Single Uniform Intent Multiple Fragmented Campaign Segment Offer Channel Campaign Segments Offers Channels Relevance Local Mobile Social Bundle Search Web eDM/DM IPTV, etc Hindsight based business Relevance, scale, & speedCopyright © 2012 Accenture All Rights Reserved. 12
    • Thank  you        Jason  Juma-­‐Ross  Regional  Managing  Director  Accenture  InteracDve    jason.juma-­‐ross@accenture.com  @ideasoc  Copyright © 2012 Accenture All Rights Reserved. 13