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CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing
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CUSTOMER CENTRIC ENTERPRISE - Big Data Part 1. Aligning IT and Marketing

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Big Data is key for building corporate culture placing customer at the center of processes and strategy. …

Big Data is key for building corporate culture placing customer at the center of processes and strategy.

But it’s not easy.

This presentations is first part in a serious of presentations covering big data benefits for marketing from management, storage and software perspective.

Published in: Business
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  • 1. CUSTOMER CENTRIC ENTERPRISE Silver Lining Part 1. Aligning IT and Marketing PETRI PEKKARINEN THEBIGDATAREVOLUTION.ORG Thursday, July 11, 13
  • 2. 07 - 07 - 2013 Big Data is key for building corporate culture placing customer at the center of processes and strategy. But it’s not easy. Thursday, July 11, 13
  • 3. 07 - 07 - 2013 Big Data in Practice Cisco’s strategic marketing team mined historic data and social media mentions for customers who revealed both a “propensity to buy,” and a high “readiness to buy.” Cisco’s sales force converted that insight to sales uplift of $4.2 billion. Cisco At the heart of Spotify lives a massive and growing data-set. Most data is user-centric and allows us to provide music recommendations, choose the next song you hear on radio and many other things. Spotify Mount Sinai Hospital in New York optimized its patients’ first eight- to-12 hours in the hospital by running hundreds of simulations. With improved utilization, Mount Sinai achieved the financial effect of adding 100 new beds without actually adding one. Mount Sinai Amazon.com harvests the buying patterns (transactions) of its customers to recommend complementary products for up-sale. It also uses community- generated ratings and tips to further guide buying decisions. Amazon Source: Supply Demand Chain Executive 2013, Spotify Labs 2013 Thursday, July 11, 13
  • 4. 07 - 07 - 2013 Corporate culture that places the customer at the center of all processes and strategy Business decisions based on customer behaviors and insights People, processes and technologies aligned around customer values Cross-functional strategies and mandates to develop customer centric approach Highly relevant experiences that increase customer advocacy and loyalty Key attributes for customer-centric enterprise Source: CMO Council 2013 Thursday, July 11, 13
  • 5. In-Memory Self-Servive BI Advanced Analytics Big Data Analytics Trends Shaping BI & Analytics Mobility Specialized analytic appliances More Enterprise BI- users Ease of Use Flexible access Increasing query complexity Forward looking insights Increasing Data Volumes Increased Data Variety and Velocity Quick Response High Performance Rapid Deployment Source: Ovum 2013 Thursday, July 11, 13
  • 6. COMPANY NAME PRESENTATION TITLE 12 - 12 - 201207 - 07 - 2013 Put another idea here. Make it clear and concise. Thursday, July 11, 13
  • 7. Marketing Customer Experience Management Sales Customer service Brand Management Profiling Competitive/Market Analysis Contextual Mobile Marketing Customer Acquisition Lead Generation In-Store Promotions Pricing Forecast Cross-Sell/Upsell Where Big Data Can Be Leveraged? Customer Life Cycle Management Personalization Moments of Truth Customer Lifetime Value Performance Management Next-Best Offer Voice of Customer Customer Satisfaction Issues Tracking Customer Retention Service Innovation Engagement Management Product Innovation Source: Gartner 2013 Thursday, July 11, 13
  • 8. 1. Functional silos 2. Corporate culture not customer centric 3. Missing key technology platforms to manage data and customer profiles2. 3. 1. Key Marketing Challenges Thursday, July 11, 13
  • 9. Big Data is all about team work and aligning IT and Marketing teams to support customer centric enterprise culture. CTO - CIO Communication Thursday, July 11, 13
  • 10. Key attributes of the CMO/CTO specific in achieving customer-centric enterprise Gaining better customer insight, competitive intelligence and market knowledge Develop the strategy to best reach and engage with the customer Understanding of customer requirements and expectations Advancing platforms to aid in marketing measurement and campaign optimization Increasing the use and value of CRM systems by both marketing and sales Assuring the integrity and availability of back-end infrastructures and interfaces Thursday, July 11, 13
  • 11. How do we generate more leads? How leads are defined and segmented? How do we keep leads? How do we use marketing automation effectively? How do we operationalize content marketing? How do we measure the performance? What customers and buyers want? How do we create multi-channel experiences? How do we build more buyer predictability? LEADS PROCESS EXPERIENCES LET’S TALK! Big Questions Source: Customer Think 2013 Thursday, July 11, 13
  • 12. CRM Systems CLICKSTREAMS Untapping ‘Dark Data’ ‘Dark Data’ Social Media Partner, Supplier Public, Commercial TEXT SPEECH LOCATION / CONTEXT BLOCKS CAMPAIGNS CONTACT CENTER SALES CAMPAIGNS CUSTOMER SERVICE LOYALTY SURVEYS SENTIMENT WANTS NETWORK NEEDS HOBBIES MARKET DATA POPULATION ECONOMIC THIRD- PARTY CUSTOMER DATA TRANSACTIONS INTERACTIONS CONTACTS AGENCIES Source: Gartner 2013 Thursday, July 11, 13
  • 13. 3O% U.S.A. 25% CHINA 15% FRANCE 5% NIGERIA 10% AUSTRALIA20% BRAZIL Untapping ‘Dark Data’ based on Location/Content Thursday, July 11, 13
  • 14. Figure out the business case. What are your marketing goals? Be Strategic Decide what questions need to be asked. What are the pain points? Get tactical. Where the data will come from? Identifying right data is the key. Be analytical. Get buy-in from the whole team and locate right people. Big Data is all about team work. Get Buy-in ACTIVATE TEAMS DEFINE OBJECTIVES IMPLEMENT ACTIVITY MEASURE RESULTS The Big Data Initiative Source: Openforum 2013 Thursday, July 11, 13
  • 15. Put the right analytics in place. Assign specific metrics to individual marketing team members. Establish benchmarks. Set metrics-driven goals. Have regular progress reports. Back up marketing decisions with data. Reward the highest achievers. Use data to drive content creation. Share your data driven research across the business. A B C Set-up data driven digital marketing team Source: Hubspot 2013 Thursday, July 11, 13
  • 16. 07 - 07 - 2013 Organizational silos Budgetary issues for making improvements Legagy infrastructure hindering improvements on technology Personality clashes between key executives Issues with corporate culture Big Data presents both challenges and great opportunities for customer-centric enterprise. CMO’s must work with CIO’s to acquire, manage analyze and use big data analytics to derive relevant insights and then apply those insights to strategy and decision making. Align and GainTerminate Roadblocks Get started! Sources of customer information for Big Data initiative Talent for data analytics and intelligence modeling Channel strategy, training and management Cooperation across functions that understand marketing, IT, finance and operations Thursday, July 11, 13
  • 17. 07 - 07 - 2013 Thanks for reading! Do get in touch: petri@thebigdatarevolution.org Stay tuned for Part 2. Join Big Data Revolution Group on LinkedIn Thursday, July 11, 13

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