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Präsentation von Alexandra Streufert und Roman Meier am Swiss New Marketing Forum 2013

Präsentation von Alexandra Streufert und Roman Meier am Swiss New Marketing Forum 2013

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  • 1. After the purchase is before the purchase – Consumers in the “evaluation trap“ Alexandra Streufert Roman B. Meier
  • 2. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Traditional customer engagement funnel 2 The traditional customer engagement model assumes linearity and a high control of the company Discover Consider Evaluate Purchase Use “The Funnel” Reality Clash * * US 2012 consumer stats
  • 3. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Accenture Nonstop Customer Experience Model Accenture has developed a new model that captures what’s really going on Evaluate & Engage Discover Funnel Evaluation Loops Purchase Consider Use 3
  • 4. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Accenture Nonstop Customer Experience Model The model reflects the reality of companies increasingly losing the control over the process Openly accessible content Brand-controlled content Evaluate & Engage Funnel Evaluation Loops Discover Purchase Consider Use 4
  • 5. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Accenture Nonstop Customer Experience Model The ongoing evaluation is split in two phases: matching against expectations and against reality Openly accessible content Brand-controlled content Evaluate & Engage Funnel Evaluation Loops Expectation Promise Reality Delivery Discover Purchase Consider Use 5
  • 6. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Accenture Nonstop Customer Experience Model The ongoing evaluation is split in two phases: matching against expectations and against reality Evaluate & Engage Funnel Evaluation Loops Expectation Promise Reality Delivery Centered on evaluation, not purchase Ubiquitous information More nuanced insight into loyalty Discover Purchase Consider Use 6 Continuous evaluation
  • 7. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. We as costumers expect every information everywhere and at every time 7
  • 8. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Impact of frustrating marketing and sales practices Inconsistencies or missing availability in preferred channel prevent consumers from considering a provider 8 Will not/not likely consider Realizing that the company is not using the information it has about me to make interactions and offers more relevant for me Being exposed to inconsistent experiences or treatments when using different channels Not being able to access information or buy a product/service using multiple channels of my choice Being presented with inconsistent offers through different channels when shopping for the same product or service Realizing that the company cannot be trusted on how to use personal information I provided them Having them promise one thing but deliver another 52% 55% 55% 57% 71% 73% Source: Accenture 2012 Global Consumer Pulse Research
  • 9. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Impact of frustrating marketing and sales practices Inconsistencies or missing availability in preferred channel prevent consumers from considering a provider 9 Will not/not likely consider Realizing that the company is not using the information it has about me to make interactions and offers more relevant for me Being exposed to inconsistent experiences or treatments when using different channels Not being able to access information or buy a product/service using multiple channels of my choice Being presented with inconsistent offers through different channels when shopping for the same product or service Realizing that the company cannot be trusted on how to use personal information I provided them Having them promise one thing but deliver another 52% 55% 55% 57% 71% 73% Source: Accenture 2012 Global Consumer Pulse Research
  • 10. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Impact of frustrating marketing and sales practices Inconsistencies or missing availability in preferred channel prevent consumers from considering a provider 10 Will not/not likely consider Realizing that the company is not using the information it has about me to make interactions and offers more relevant for me Being exposed to inconsistent experiences or treatments when using different channels Not being able to access information or buy a product/service using multiple channels of my choice Being presented with inconsistent offers through different channels when shopping for the same product or service Realizing that the company cannot be trusted on how to use personal information I provided them Having them promise one thing but deliver another 52% 55% 55% 57% 71% 73% Source: Accenture 2012 Global Consumer Pulse Research
  • 11. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Accenture research: nearly four in 10 CMOs say they do not have the right people, tools and resources to meet their marketing objectives The pressure’s on…and not enough CMOs feel prepared 11 10 5 5 33 29 34 39 49 48 18 17 13 2009 2011 2012 1-2 (not prepared) 3 4 5 (very well prepared) 66% 61% five-point decrease in preparedness Source: Accenture 2012 CMO Insights
  • 12. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Biggest barriers Performance barriers experienced by CMOs Inefficient business practices together with lack of funding and resources negatively affect all five marketing capabilities 12 Source: Accenture 2012 CMO Insights 9 6 4 4 5 12 9 8 10 10 18 17 14 15 16 22 20 18 19 19 15 16 18 17 17 19 13 13 15 13 5 8 7 6 7 Digital Orientation Customer Analytics Offering Innovation Customer Engagement Marketing Operations Access to Customer Data Lack the required skills Lack of critical technology/tools Inefficient business practices Lack of funding/other resources Lack of integration with other business functions Don't know/not sure
  • 13. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Changing the CMO agenda Seven in 10 CMOs expect the marketing function to change fundamentally in the next five years 13 Source: Accenture 2012 CMO Insights 24 42 15 30 76 58 85 70 No Yes Fundamental changes in next 5 years 2012 2012 2012 2012 Overall Region APAC EALA North America Marketers in APAC are more aggressive about this change (85%) with marketers in EALA (58%)
  • 14. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information.Copyright © 2013 Accenture All rights reserved. The channel explosion: Importance up, effectiveness down “The most fundamental change over the next five years will be channel proliferation and the move away from traditional and direct marketing to more effective ways of leveraging customer stories and referrals via interactive media.” - CMO, Financial Services, USA Source: Accenture 2012 CMO Insights 14
  • 15. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Fundamentally change the marketing operating model The marketing organization needs to adjust to the new imperatives “The marketing organization has to change to stay up with current technology. Too much is the ‘old’ way and not getting results.” - VP Marketing, Fortune 100 bank, USA The impact of operating model transformation on sales Source: Accenture 2012 CMO Insights 15 16 37 39 8 5 - Will rely to a large extent 4 3 Will not rely at all (1&2) Significant Sales Growth 13 36 39 11 5 - Will rely to a large extent 4 3 Will not rely at all (1&2) Flat / Little Sales Growth 11 34 28 27 5 - Will rely to a large extent 4 3 Will not rely at all (1&2) Negative Sales Growth 53% 49% 45%
  • 16. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Reaching the nonstop customer To successfully deliver omni-channel consumer experiences, marketers need to master three capabilities INTEGRATE & OPTIMIZE IN REAL TIME Management of convergent media- and marketing mix 16 ORCHESTRATE Ensure having the right capabilities and right partners LISTEN & UNDERSTAND YOUR CUSTOMER Leverage potentials of social media
  • 17. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Reaching the nonstop customer Capability 1: Listen and understand your customer INTEGRATE & OPTIMIZE IN REAL TIME Management of convergent media- and marketing mix 17 ORCHESTRATE Ensure having the right capabilities and right partners LISTEN & UNDERSTAND YOUR CUSTOMER Leverage potentials of social media
  • 18. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Social Media Monitoring at UBS A global solution for local insights www.accenture.ch Search > UBS 9 Markets 6 Languages 12+ Offerings Actionable Outcomes 1 Managed Service: 18
  • 19. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Social Media Monitoring Value Equation Accenture masters the skills for successful social media monitoring SMM Value Tool Business Integration Approach Objectives Methods Products ( ) 19
  • 20. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Objectives Methods and products are derived from the monitoring objectives Value ToolApproach Integration Typical Social Media Monitoring Objectives Reputation Management • Monitor brand reputation, e.g. negative or false information, and known issues (and react) Communication Steering & Support • Identify sources with relevant buzz (and start engaging) • Identify key communication topics (and take them up) • Identify key influencers (and engage with them) Effectiveness Measurement • Measure impact of campaigns (and learn) Idea Management • Identify key product/service trends or ideas (and assess/take them up) Competitor Analysis • Monitor competitor actions and buzz (and react if required) Methods Products Tools 20
  • 21. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Deep process integration Deep process integration is critical to leverage the value of social media monitoring Value ToolApproach Traditional Media Monitoring (TMM) Social Media Monitoring (SMM) Mgmt Service Dashboards Event Scan&Filter Analytics Measurement Alerts Reports Media Monitoring Regular Monitoring Products Monitoring Editions E-mail Alerts News of the Day Conf Call Archive Research Reputation Analysis Other Business-Stakeholders Spokes- people Media 1 Article A Media 2 Article B Media 3 Article C Media n Article D Production Process (asis) ReactOperationsCrisisMgmt. Engagement Guidelines (if,how) Social Media Sources Monitoring Capabilities SMM Outputs Communication Mgmt. Monitoring Guidelines & Objectives SocialMedia Integration Process = Social Media related business process = Conventional business process = Social Media Monitoring Capabilities Integration 21
  • 22. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Reaching the nonstop customer Capability 2: Integrate and optimize in real time INTEGRATE & OPTIMIZE IN REAL TIME Management of convergent media- and marketing mix 22 ORCHESTRATE Ensure having the right capabilities and right partners LISTEN & UNDERSTAND YOUR CUSTOMER Leverage potentials of social media
  • 23. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Distribution External Factors Impact on dependent variable, e.g. Sales Other Digital Media Traditional Media Social Media Marketing Mix Modeling methods enable isolation of specific media effects PriceMedia (ATL & BTL) • GRP • Gross / net investments in € Pricing • Base price in € • Promotion price in € Distribution (Average Distribution in %) PR (Average AdValue in €) Weather • Precipitation in mm • Temperature in °C Economic Factors • Unemployment, Disposable Income, Inflation Rate, Interest Rate… TRADITIONAL MEDIA & OTHER INPUT VARIABLES Awareness: • # Clicks, traffic, visitors, impressions,… • # likes /comments /shares • # Fans (added, un-added) • # positive, negative and neutral mentions Leads • # of visits of target page • Time spent on target page • Proportion of direct vs. viral traffic Conversion • # of event sign-ups • # of community sign-ups • # of newsletter sign-ups • # of purchased products SOCIAL & DIGITAL INPUT VARIABLES - Illustrative - • How to split budgets between media channels to maximize sales contribution? • How to best leverage interaction and synergy effects between channels (e.g. TV + Facebook)? Promo PR - Illustrative - 23 Recipes for the best marketing mix modeling
  • 24. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. SALES FORECAST DATA COLLECTION HISTORIC MODELING Marketing mix modeling approach Marketing Mix Modeling leads to a ROI-optimized budget allocation across channels DATA COLLECTION & MODELING ADAPTATION & OPTIMIZATION ROI DEFINITION FUTURE ADAPTATION BUDGET OPTIMIZATION 24
  • 25. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. -1.000.000 -500.000 0 500.000 1.000.000 1.500.000 2.000.000 2.500.000 Dec 2011 Feb 2013 0 10 20 30 40 50 60 70 80 90 100 R 2 = 86% Price relative to competitor B (+/-) Marketing Mix Modeling-In-Action: Actual Sales versus Modeled Sales … Relative Price Comp B Relative Price Comp A Christmas Actual Sales Modeled Sales TV Campaign Comp Price Incentives Competitor Print Campaign Easter Print Campaigns SMS Campaigns Intent Search Campaigns Comp Email Campaigns New Year‘s Holidays Socially-Driven Innovation Launch R²: coefficient of determination 25 ILLUSTRATIVE
  • 26. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Advantages of convergent marketing mix modeling Convergent marketing mix optimization leads to customized, valid and actionable results CUSTOMER-SPECIFIC ACCURATE VALUE-ORIENTED EASY TO IMPLEMENT 26
  • 27. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Digital advertising quality – current points of discussion In practice, many questions about the quality of digital advertising are prevalent – and unanswered How does the advertising look like for the user? Is it visible? When and for how long is the advertising visible? Does the ad reach relevant clients? On which pages will the ad appear? Does the environment fit the campaign/brand? How can the campaign be improved "on air" and in "real time"? NOW! 27
  • 28. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Global delivery & contacts in % with reasons for losses Accenture’s Ad Verification measures the quality of online ads and supports optimization of digital channels ILLUSTRATIVE Non-visible / contacts in the wrong environment 32% Visible contacts in % outside of Switzerland 100% 10% 58% 13.6 Mio contacts 12.2 Mio contacts -1.36 Mio contacts -4.3 Mio contacts 7.9 Mio contacts 1 2 Relevant persons reached Delivery defects CASE Only 90% of the worldwide delivered RESULT: advertising contacts measured in Switzerland Contacts sent by agency Ad Server 28
  • 29. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Flexible geographic view Accenture’s ad verification matrix for site quality verification Viewability tracking of online ads shows whether the client really received what he paid 29 Reports on daily basis Important online advertising KPIs (e.g. time of day, viewa- bility, ad environment) with drill-downs
  • 30. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Reaching the nonstop customer Capability 3: Orchestrate your team INTEGRATE & OPTIMIZE IN REAL TIME Management of convergent media- and marketing mix 30 ORCHESTRATE Ensure having the right capabilities and right partners LISTEN & UNDERSTAND YOUR CUSTOMER Leverage potentials of social media
  • 31. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Build new skills internally CMOs plan to increase their share of employees dedicated to analytics and digital marketing 31 Customer Analytics Digital Marketing Marketing & Media Analytics Mass Media / Advertising Marketing Operations Direct Marketing / Campaign Management32 21 33 26 21-40% 41-60% 33 18 35 23 21-40% 41-60% 28 21 33 24 21-40% 41-60% 31 22 30 26 21-40% 41-60% 36 24 35 27 21-40% 41-60% 28 20 29 21 21-40% 41-60% Source: Accenture 2012 CMO Insights +6% +8% +7% +2% +2% +3% Marketing executives need to hire and grow talent in digital and analytics Next Year This Year
  • 32. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Build new skills internally CMOs plan to increase their share of employees dedicated to analytics and digital marketing 32 Customer Analytics Digital Marketing Marketing & Media Analytics Mass Media / Advertising Marketing Operations Direct Marketing / Campaign Management32 21 33 26 21-40% 41-60% 33 18 35 23 21-40% 41-60% 28 21 33 24 21-40% 41-60% 31 22 30 26 21-40% 41-60% 36 24 35 27 21-40% 41-60% 28 20 29 21 21-40% 41-60% Source: Accenture 2012 CMO Insights +6% +8% +7% +2% +2% +3% Marketing executives need to hire and grow talent in digital and analytics Next Year This Year
  • 33. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Build new skills internally CMOs plan to increase their share of employees dedicated to analytics and digital marketing 33 Customer Analytics Digital Marketing Marketing & Media Analytics Mass Media / Advertising Marketing Operations Direct Marketing / Campaign Management32 21 33 26 21-40% 41-60% 33 18 35 23 21-40% 41-60% 28 21 33 24 21-40% 41-60% 31 22 30 26 21-40% 41-60% 36 24 35 27 21-40% 41-60% 28 20 29 21 21-40% 41-60% Source: Accenture 2012 CMO Insights +6% +8% +7% +2% +2% +3% Marketing executives need to hire and grow talent in digital and analytics Next Year This Year
  • 34. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. The partner proliferation 34 CMOs are faced with a highly fragmented environment Source: Accenture 2012 CMO Insights 5312 12 577 11Social media monitoring Media Audits Media / Advertising Optimization Direct mail / marketing eMail marketing Web analytics 64 37 37 37 36 3455 5413 5810 4 40 Search Engine Optimization Media Mix Optimization Paid Search 19 Brand strategy development 52 4816 33 32 31 41 11 50 39 14 49 37 Creative concept development Manage externally with an agencyDon´t currently resource / found Manage internally How is capability resourced? 5814 7 646 15Attribution management / modeling User experience Marketing automation Content management Website management Managing customer data 67 29 29 28 28 2866 705 715 10 58 Marketing Analytics Conversion and optimization Multichannel campaign management 12 Managing Roi 56 647 26 23 23 30 5 65 30 21 49 30 Customer insights / analytics
  • 35. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information.Copyright © 2013 Accenture All rights reserved. 35 CMOs need to get aligned with the right set of partners Agencies and alliance partners must help CMOs make sense of marketplace complexity by: • Improving levels of execution and delivery • Broader set of capabilities • Deeper integration across the agency ecosystem Source: Accenture 2012 CMO Insights
  • 36. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Negative growth companiesFlat/Little growth companiesHigh growth companies Partner mix: Share of marketing service providers (e.g. SapientNitro, Accenture Interactive) High growth companies use marketing service providers to a greater extent, than other types of companies 36 18,9 18,7 12,5 Source: Accenture 2012 CMO Insights
  • 37. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Top tier marketing influencers according to Forbes 37 Strategic consultancies “invade” the marketing agency space 76 101 124 127 139 146 188 191 June 10, 2013 Bruce Rogers, Forbes Staff – Chief Insights Officer Measuring Consulting Firms Influence on Marketing Related Topics* 1st tier Marketing Influencers 2ndtier Marketing Influencers 3rdtier Marketing Influencers * Key Marketing Themes includes: Digital Strategy, Social Media, Social Platform, Ecommerce, Infographic, Video Marketing, Facebook, Twitter, LinkedIn, Google, Android etc
  • 38. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information. Accenture Thought Leadership 38 Point of View Summary Access www.accenture.com/technologyvision http://www.accenture.com/us- en/Pages/insight-accenture-global- consumer-pulse-research-study- 2012.aspx The 2012 Accenture Global Consumer Pulse research study is a survey of more than 12,000 consumers in 32 countries. http://www.accenture.com/Microsites/ cmo-insights/Pages/home.aspx The 2012 CMO Insights Survey is the third in a series of studies sponsored by Accenture and aimed at understanding the opinions, challenges and points of view of the world’s senior marketing executives. Introducing: The “Digital Savvies” – The Customer Segment that will Change the Way you Do Business Special Edition: Germany, Austria, Switzerland - Mobile Internet- spawning new growth opportunities in the convergence era The Accenture Technology Vision 2013 identifies seven IT trends shaping technology—and thus business—into the future, making it required reading for everyone in the C-suite. http://www.accenture.com/de- de/Pages/insight-mobile-web-watch- 2012-mobile-internet.aspx http://www.accenture.com/Microsites/li terature-library/cmt- 2013/Pages/digital-savvies.aspx Mobile Web Watch 2012 2012 Global Consumer Pulse Research CMO Insights Survey 2012 The „Digital Savvies“ Study Accenture Technology Vision 2013
  • 39. Copyright © 2013 Accenture All rights reserved. Accenture Confidential Information.Copyright © 2013 Accenture All rights reserved. Thank you! Alexandra Streufert Accenture Interactive Media Management Wendenstraße, 8-12 D-20097 Hamburg Mobile +49 175 57 67 624 alexandra.streufert@accenture.com Roman Meier Accenture Management Consulting Customer Relationship Management Fraumünsterstrasse 16 CH- 8001 Zurich, Switzerland Mobile +41 79 264 8128 roman.b.meier@accenture.com 39