What’s driving need for ‘outside-in’ approach to CDM? AoC demands customer obsession, since customers are always addressable. No longer linear access to information. The traditional marketing funnel and an acquisition-based focus for marketing initiatives is no longer enough.
‘Engagement’ is increasingly the key to value delivery. Virtual access is really a relatively recent phenomenon, and specifically the interaction of digital and physical is what’s different.
Systems must provide flexible access from different device types, be easy to update, and dynamically scale to support shifting demand when necessary.
IT has made assumptions about how users will access systems, OK for systems of record, but fails for systems of engagement, where access is outside IT’s control.
Same applies to marketing, traditional marketing ‘funnel’ makes assumptions about how companies engage customers/prospects, this fails in AoC.
IT efficiency and operational improvements are cost of entry, valuable to drive incremental improvements BT fuels accelerated business growth and enables innovation – our primary focus at Forrester
Percentage of tech spending made directly by IT has decreased: 2010 – 74% 2012 – 58% 2013 – 51%
Expensive to collect – so must be cleansed and formatted for use in multiple scenarios
Today organization uses less than 15% of their data..imagine what would happen if that % doubled….
I’m sorry, WHAT? The definitions for big data are all about the amount of data, or the size – they attempt to define it, but don’t you dare ask any of these folks what it really MEANS. How it’s really going to change your business. Well I think that’s all wrong. If you want business leaders, marketing leaders to pay attention, you have to tell us how it will help us win and serve our customers better, right?
Now, I want you to notice a couple of things about this definition.
Three legs: Culture – business must understand value of data and evangelize the usage of data for driving decision-making Competency – asking the right questions, not an IT only competency but a business competency Technical capabilities – IT led and currently the focus
Making Leaders Successful
The Industrialization of Analytics
June 27, 2014
Michael Barnes – Vice President, Research Director
Engagement is now a key to value delivery
Systems of record host
Systems of engagement
Systems of engagement empower customers, partners, and
employees with context-rich apps and smart products to help
them decide and act immediately in their moments of need.