Digital Marketing Opportunities & (Big Data Challenges for Business Growth)

March 2015
Fuji Xerox Co., Ltd.
Digital Marketing Opportunities & Challenges for Business Growth
DocuWorld Singapore
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The Age of the Customer
© 2014 Fuji Xerox Co., Ltd. All rights reserved. 1

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January 10, 20XXGrowth of Online Business is Rapid
Emerging markets, like many in SE Asia, will follow this trend at an accelerated pace as
Internet access becomes more widely available
Mobile Influenced Sales

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January 10, 20XXDigital in Emerging Markets
•Only one in five CMOs Internationally, believe their company will be known as a digital
business in five years
•While in emerging markets, CMOs have jumped ahead recognizing the importance of
transforming the business to operate in a digital ecosystem
Accenture, CMO Insights 2014
Source: Accenture CMO Insights

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Multiple Touchpoints
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A typical digital consumer behaviour involves the use of multiple devices, often used
simultaneously
A Multi-Screen World

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•Digital Strategy should originate from a central point that provides content and
experiences across channels but in context of the user intent
•A poor user experience in any given touch point can have a ripple effect throughout the
user’s brand perception and purchasing intent
Mobile Is Not A Separate Strategy

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Customer Expectations Are Growing
In Asia, three quarters of consumers expect leading brands to be on top of search results

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•Digital allows to us track and measure every touch-point with our (potential) customers
•This data provides a brand with a wealth of information to segment their content and
target their market potential more effectively
For instance, by looking the top visited pages for a website, it is clear that there are two main use
cases:
 Finding product information
 Finding contact details
Using Data to Make Business Decisions

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Key Success Factors to Multichannel Presence
Source:* PWC 2014
Separate Views of the product
Separate view of Customer
Inconsistent delivery of
product information
Inconsistent service delivery
across channels
Website
Telesales
eCommerce
Customer
Service
Single View of the Products
and customer
Single view of the Customer
Consistent delivery of
product information
Consistent execution of
service
IntegratedData
Managementand
Analysis
•Consistency of customer experience is critical
•Aligning internal processes to multichannel solutions is required

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Customer Interactions

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Depending on the customer profile, various touch-points are used to engage with a
brand
Customer Interactions: Online and Offline

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•Consumers see the brand as a single entity, and expect a personalized engagement
across channels
•It has become very easy for the customers to switch back-and-forth between the
various channels
How Customers See A Brand

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January 10, 20XXIn Reality
•Companies, however, have grown in silos and struggle with sharing data to provide the
customer with a seamless interaction
•These silos create much duplication and overhead
•They need to be removed to remain competitive

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Data Integration

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The challenge facing the marketing industry today is progressing beyond the multi-
channel analytic limitations of aggregated data collection methods used by
traditional web analytics.
The opportunity is to have a digital data collection framework that enables both
business intelligence and predictive analytics. This methodology requires
organizations to collect data about:
•Web, social, and mobile app sessions (multi-domain visits)
•Accurately stitch together digital visits to one anonymous visitor profile
•After authentication, accurately stitch together digital visits across devices, browsers,
and multiple domains to one customer profile
Individual Customer-Level Digital Data

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To deliver comprehensive customer insights, firms seek to merge digital data with
offline channels.
Web and customer analytics teams are attempting to work together, but their projects
struggle to get off the ground due to a clash in
1. Data types — Structured vs. Unstructured, Known Data vs. Anonymous
2. Skills — Data Scientist vs. Web Geek
3. Analysis — Advanced Analytics versus “Good Enough” Analytics
4. Time-to-delivery — Best Possible Reporting vs. Satisfactory Instantaneous
Reporting
Customer Insights and Digital Data
Source: SAS Institute INC.

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January 10, 20XXBig Data Opportunities
Source: SAS Institute INC.
In the past few years, there has been a notable upswing in new and incremental
abilities to process very large amounts of information.
Data repositories – from Hadoop environments to traditional relational databases like
SAP, Teradata, and Oracle – are getting bigger, stronger, and faster.
Now that it’s possible to handle very large amounts of information, we can approach
digital data differently.
Collecting web analytic data streams and preparing it for multi-channel integration is
the biggest opportunity to focus on.
But…
All of the
Information Available Information you need

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Source: January 2014 Celebrus and Teradata
Multiple Data Sources
Quality and Other Challenges
Big Data Challenges

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Strategy, Organization, and System Architecture
Three Areas for Successful Transformation

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January 10, 20XXAre Organizations Ready for Change?
Cautious Adopters
• Can we quantify the market demand?
• Can we wait for this to commoditize?
• Is this more than a trend?
• What type of integration is required?
• Are there security and safety risks?
Market Leaders
• Can we transform our business model?
• What outcomes can we transform?
• How do we go to market first with this?
• How do we make this easy to consume?
• Will this truly differentiate our offering?
Laggards
• Do we really need to disrupt our
business?
• Will customers really want this?
• How long can we wait for
commoditization?
• How much longer can we put this off?
• Has the trend moved on beyond
mainstream?
Fast Followers
• What happens if our competition goes
first?
• How long we wait to adopt?
• Can we learn from first mover mistakes?
• How do we scale this faster and
cheaper?
• Do we really need to do this?
PROACTIVE
REACTIVE
INCREMENTAL
TRANSFORMATIONAL
Source: R Wang Insider and Associates, LLC

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