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Marketing Operations: The Engine Behind Predictive Analytics

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Presented by Gary Katz at Predictive Analytics World, February 18, 2009 San Francisco, Calif.

Presented by Gary Katz at Predictive Analytics World, February 18, 2009 San Francisco, Calif.

Published in Business , Technology
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  • 1. Marketing Operations: The Engine Behind Predictive Analytics
  • 2. Marketing Operations: Why It`s Needed? • Your metrics for success are ill-defined • Your people are slammed • Your institutional memory is leaky • Your innovation and creativity are suffering from constipation • Your team, cross-functional or supplier relationships are poorly-aligned • Your decision-making process is tough to justify • Your marketing portfolio is not delivering expected results© 2012 Marketing Operations Partners, Inc.  All Rights Reserved.
  • 3. Marketing Operations: A Definition A systematic end-to-end operational discipline to: • Drive efficiency, consistency, alignment, accountability • Replicate best practices • Build a foundation for Marketing Excellence A holistic framework to apply processes, technology, guidance and metrics to run Marketing as a: • Profit/value center • Growth driver • Change catalyst • Fully-accountable business© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 4. MO Best Practice Framework Strategy Guidance Process Metrics Technology Ecosystem Alignment Infrastructure Management Ecosystem Alignment© 2012 Marketing Operations Partners, Inc.  All Rights Reserved.
  • 5. Marketing Operations Sphere of Influence Marketing Customer  Intelligence Profitability Alignment with Enterprise Accountability Stakeholders Strategic  Agenda Scaling for  Buying Growth Acceleration© 2012 Marketing Operations Partners. All Rights Reserved.
  • 6. Six Top Marketing Challenges and How MO Addresses Them 1. Converting Insight into Value 2. Accelerating Sales/Buying Process 3. Scaling Marketing for Growth 4. Delivering Strategic Agenda 5. Maximizing Customer Profitability 6. Demonstrating Return on Marketing© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 7. Challenge: Converting Insight into Value Lack of Confidence in Business Intelligence© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 8. Solution: Converting Insight Into Value Baseline What We  Know/What We  Benchmark Best  Don’t Practices MO Breeds Actionable  Lack of Confidence in  Insight and  Business Intelligence Innovation Validate  Assess  Market Demand Insight/ Opportunity Gaps© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 9. Challenge: Accelerating Selling/Buying Process No or Slow ‐ Growth... Disappointing Revenue Results© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 10. Solution: Accelerating Selling/Buying Process Integrate  Feed Sales Pipeline Buying/Selling Cycle MO Aligns  Sales/  No or Slow Growth Marketing  Effort Leverage Loyalty  Optimize Sales/  Assets Marketing  Hand‐offs© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 11. Challenge: Scaling Marketing for Growth Marketing in Reaction Mode© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 12. Solution: Scaling Marketing for Growth Diagnose Marketing  Develop Marketing  Health Competency MO  Marketing in Reaction Mode MObilizes  Resources Architect Enabling  Optimize Marketing  Shared Processes Investment© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 13. Challenge: Delivering the Strategic Agenda Every Strategy/Budget Cycle ‐‐ a Free‐for‐All© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 14. Solution: Delivering the Strategic Agenda Ensure Message  Catalyze  Integrity Shared Vision Strategy / Budget Cycles  MO Realizes are Free‐for‐Alls Strategy Live the  Socialize Brand Marketing Change© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 15. Challenge: Maximizing Customer Profitability The Price of Acquiring & Keeping  a Customer is Growing© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 16. Solution: Maximizing Customer Profitability Calculate Customer  Capture Customer  Lifetime Value Decision Drivers The Price of Acquiring &  MO Delivers  Keeping  Customer  Customers is Growing Experience Mobilize to  Win Back  Meet Customer  At‐Risk Customers Expectations© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 17. Challenge: Demonstrating Return on Marketing “Much of what marketing can contribute right now is seen as less tangible because  we lack the metrics” – Dawn Hudson, CEO, Pepsi North America Marketing on Defensive  to Show Contribution© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 18. Solution: Demonstrating Return on Marketing Align  Define and Track Key  Marketing/Enterprise  Metrics via  Objectives Dashboards Marketing on  Defensive  MO Enables  To Show  Account‐ Contribution ability Fine‐tune Forecasting  Track Individual and  thru Predictive  Team Performance Analytics© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 19. Predictive Analytics and Mo Maturity Sophisticated MO Advanced Processes (LEAN, Six Sigma, Supply Chain) Expanded MO Change Management Competency Development Customer Profitability Enterprise Marketing Fundamental MO Management Enterprise Metrics Budget Management Alignment CRM Marketing Governance Marketing Services Portfolio Management Measurement Predictive Analytics Vendor Management Shared Vision Strategic Management Org. Learning Facilitation© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 20. Profile of MO Best Practices
  • 21. Why Predictive Analytics Needs MO • Marketing is likely the most hungry consumer of PA • MO provides a robust application sandbox for PA • MO may very well own the business case for PA • If technology investment is part of the PA proposition (typical), MO may well own the deployment process • PA doesn’t operate in a vacuum – without MO to drive understanding and alignment and catalyze change, insight from PA may never translate to action© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 22. Why MO Needs Predictive Analytics • PA enables MO to become more scientific, consistent, predictable • PA is a powerful tool to help demonstrate Marketing’s value • Helps focus on long-term initiatives, not just short-term results • PA is key to aligning vision with metrics, forecasts with results • PA is an indicator of MO maturity and an attribute of MO best practice© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 23. See What Marketing Ops Thought Leaders are Saying! Benchmarking study: Online talk show with execs  adopt best practices,  from Autodesk, Clorox,  Follow our blog! avoid pitfalls, Genworth, NetApp, … and  MOpartners.com/blog build your MO roadmap! more! MOpartners.com/ resources/store tinyurl.com/Mktg-Ops© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 24. Jump-start Your Organization’s Awareness of Marketing Operations Improvement Opportunities Socialize your assessment results through this coffee table book with more than  2 dozen analyses and recommendations. Excerpts from 88‐page MO:DNA report: www.MOpartners.com/resources/MO-DNA© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 25. Advance Your Expertise in Marketing Operations Marketing Operations Essentials:  4 modules available online, in‐person, or hybrid 1) Impact & Promise of Marketing Ops 2) Mobilizing Strategic Impact for Corporate Growth 3) Designing Marketing Infrastructure for Results 4) Journey to Marketing Ops Maturity www.MOpartners.com/resources/© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 26. Join the Marketing Operations Future Forum The Forum takes you on a discovery process that alters your viewpoint  to manage any aspect of marketing more efficiently and effectively www.MOfutureforum.com© 2012 Marketing Operations Partners, Inc. All Rights Reserved.
  • 27. Let’s Keep in Touch! tinyURL.com/MOfutureforum ChangeMyMO@MOpartners.com @MOpartners US +1 408 243 7881 @MOfutureforum London +44 (0)20 7193 7682 tinyurl.com/Mktg-Ops Singapore +65 8183 4022© 2012 Marketing Operations Partners, Inc. All Rights Reserved.