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Increasingly, marketing relies on IT as it becomes more data and technology driven. In fact, Gartner analyst Laura McLellan predicts that by 2017, CMOs will spend more on IT than CIOs. As the lines …

Increasingly, marketing relies on IT as it becomes more data and technology driven. In fact, Gartner analyst Laura McLellan predicts that by 2017, CMOs will spend more on IT than CIOs. As the lines between these two departments blend together, the questions being asked are, “Who owns the data?” and “Who owns the platform?” Really, it’s time to follow the lead of social business and share the data and platform.

When companies, employees, and customers connect as part of a social business, better processes, products, and services come out of the partnership to give brands a competitive edge. A strong alliance between IT and marketing will facilitate a consistent customer experience, improving the brand as well.

In this webinar, we'd like to talk about how IT and marketing departments can work together to serve the customer coherently. Please join our panel of experts to discuss:

-Engaging with IT to evaluate the best marketing applications.
-Leveraging the IT department’s strengths.
-What IT can learn from the marketing department.
-Benefits of a single platform and shared view of the customer with IT.

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  • http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613Quote on lower person reading article.Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccanWE are unique in our reach
  • [Talk track]THE MASS ADOPTION OF THE DIGITAL MEDIUM AS THE PRIMARY CHANNEL FOR INFORMATION CONSUMPTION AND INTERACTION IS CAUSING MANY MARKETING ORGANIZATIONS TO RETHINK HOW TO BETTER ENGAGE WITH THEIR AUDIENCES.Recent survey by eMarketing found that for the first time, US adults will spend more time on digital media than on TV. 5 hours and 16 minutes daily, up 15.8% from last year56% of customers today leverage online and offline channels in a typical buying cycle. According to KEARNEY RESEARCH Resulting in these digital interactions, we have seen an explosion of data being created. And many marketers don’t really know what to do with these data. Nearly 50% of marketers admit that data is the most underutilized asset in their organization. Sources:http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096#TAx6p2ShhgJM6fum.99https://www.atkearney.com/paper/-/asset_publisher/dVxv4Hz2h8bS/content/engaging-multichannel-consumers/10192http://www.teradata.com/News-Releases/2013/Data-Driven-Marketing-Delivers-Enterprise-Wide-Value-Global-Teradata-Survey-Says/#sthash.XanoJe3t.dpuf
  • [Talk track]Modern marketers must connect these imperatives to successfully engage customers.You need the detail level insights about your customers and the markets, and the ability to react with speed and agility, so that your organization can deliver powerful customer experiences.When you are able to seamless bring together Insights, Agility, and Experiences you have the recipe to successfully connect and engage your audiences.
  • [Talk track]Modern marketers must connect these imperatives to successfully engage customers.You need the detail level insights about your customers and the markets, and the ability to react with speed and agility, so that your organization can deliver powerful customer experiences.When you are able to seamless bring together Insights, Agility, and Experiences you have the recipe to successfully connect and engage your audiences.
  • [Talk track]Modern marketers must connect these imperatives to successfully engage customers.You need the detail level insights about your customers and the markets, and the ability to react with speed and agility, so that your organization can deliver powerful customer experiences.When you are able to seamless bring together Insights, Agility, and Experiences you have the recipe to successfully connect and engage your audiences.
  • [Talk track]Modern marketers must connect these imperatives to successfully engage customers.You need the detail level insights about your customers and the markets, and the ability to react with speed and agility, so that your organization can deliver powerful customer experiences.When you are able to seamless bring together Insights, Agility, and Experiences you have the recipe to successfully connect and engage your audiences.
  • [Talk track]These two trends 1) shift to digital mediums and 2) the proliferation of interaction channels used in purchasing process is adding to the data explosion phenomena. According to IBM report Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.IDC Estimates that by 2020,business transactions on the internet- business-to-business and business-to-consumer – will reach 450 billion per dayOrganizations that are able to understand the data that they have, and be able analyze the data by formulating the right questions to query against the data will be able to harvest the gold nuggets of insights. And these insights can become a competitive differentiation for the organization.[Source]IBM: http://www-01.ibm.com/software/data/bigdata/
  • Transcript

    • 1. IT vs Marketing: Who Owns the Data? Who Owns the Platform? #SMTLive
    • 2. Join the Conversation… #SMTLive
    • 3. Thanks to Our Sponsor @SAPSocialOD
    • 4. #SMTLive Our Speakers Johann Wrede is Senior Director of Product Marketing for customer engagement solutions (CRM) at SAP. He has written, implemented, sold, and marketed software for a variety of companies both large and small. Johann is passionate about transformative technologies and the opportunities for innovation they create. He currently spends his days thinking about how companies can leverage technology to create customer engagement. @wredefine Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin Kaiser Fung is Senior Data Advisor at Vimeo. He provides training and advisory services in business analytics and data visualization. Previously, he held leadership roles in building and managing data teams for SiriusXM Radio, American Express, [X+1] (ad tech), and Sonus Networks. He is the creator of the popular Junk Charts blog (http://junkcharts.typepad.com/junk_charts), which pioneered the genre of critically examining graphics in the media; and author of Numbers Rule Your World and Numbersense, both published byMcGraw-Hill. He has an MBA from Harvard Business School, and holds engineering and statistics degrees from Princeton and Cambridge. He is also an adjunct professor at New York University. @junkcharts Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey
    • 5. NEW MARKETING REALITY: THE DIGITAL MIGRATION of consumers leverage more than 2 channels 56% CROSS CHANNEL INTERACTIONS spent by people daily on digital media 5 hours SHIFT TO DIGITAL MEDIUM of CMO’s believe data is the most underutilized asset 50% DATA EXPLOSION
    • 6. KEY IMPERATIVES OF TODAY’S MODERN MARKETER EXPERIENCE • Orchestrate • Connect • Transact INSIGHT • Analyze • Listen • Predict AGILITY • Optimize • Strategize • Collaborate CUSTOMER
    • 7. KEY IMPERATIVES OF TODAY’S MODERN MARKETER EXPERIENCE • Orchestrate • Connect • Transact INSIGHT • Analyze • Listen • Predict AGILITY • Optimize • Strategize • Collaborate FLEXIBILITY • Platform • Resourcing • SLAs CUSTOMER INTEGRATION • Processes • Systems • Information DATA • Collection • Integrity • Compliance
    • 8. WHY IS THERE A DISCONNECT? COMMUNICATION OBJECTIVES MEASURES
    • 9. Data Integration is a Problem Do you feel you are missing important data points to provide a more comprehensive view of your customer? Yes Possibly, but not sure what's misssing No Not sure Source: CMO Council survey of 237 senior marketers, April, 2013
    • 10. Analytics Shortcomings Throttle Strategy 15% 33% 37% 37% 45% 50% Lack of senior management understanding Reluctance to accept new technology Management silos Inability to present compelling business case Lack of capacity for analyzing big data Inadequate budget Biggest obstacles to more effective digital marketing strategies Source: Economist Intelligence Unit/ Lyris survey of 257 marketing executives, March, 2013
    • 11. Analytics is Marketing’s Biggest Skills Gap Source: Online Marketing Institute survey of 747 advertising and Fortune 500 marketing executives, October, 2013
    • 12. Data Acquisition Data Cleaning Data Transformation Modeling/ Analysis Statistics Insights Profiles Clusters Scores etc. Data Ready For Consumption Interpretation Data Solves Business Problems Presentation Business Impact is Verified Analytical Planning Kaiser Fung |Data Matter Complete Marketing Analytics Process
    • 13. Kaiser Fung |Data Matter Getting Data Ready Is the Daily Grind Extract Transform Data Quality Monitoring Data Process Monitoring Exception Reporting Investigations Reconciliation Infrastructure Management Vendor Manage- ment Load
    • 14. #SMTLive Our Speakers Johann Wrede is Senior Director of Product Marketing for customer engagement solutions (CRM) at SAP. He has written, implemented, sold, and marketed software for a variety of companies both large and small. Johann is passionate about transformative technologies and the opportunities for innovation they create. He currently spends his days thinking about how companies can leverage technology to create customer engagement. @wredefine Paul Gillin is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007. His books include The New Influencers (2007), Secrets of Social Media Marketing (2008), The Joy of Geocaching (2010) and Social Marketing to the Business Customer (2011) and Attack of the Customers (2013). He also wrote the monthly New Channels column in BtoB magazine for seven years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com and he blogs at paulgillin.com and Newspaper Death Watch. @pgillin Kaiser Fung is Senior Data Advisor at Vimeo. He provides training and advisory services in business analytics and data visualization. Previously, he held leadership roles in building and managing data teams for SiriusXM Radio, American Express, [X+1] (ad tech), and Sonus Networks. He is the creator of the popular Junk Charts blog (http://junkcharts.typepad.com/junk_charts), which pioneered the genre of critically examining graphics in the media; and author of Numbers Rule Your World and Numbersense, both published byMcGraw-Hill. He has an MBA from Harvard Business School, and holds engineering and statistics degrees from Princeton and Cambridge. He is also an adjunct professor at New York University. @junkcharts Robin Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business. @robincarey
    • 15. Thanks to Our Sponsor @SAPSocialOD
    • 16. #SMTLive Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #SMTlive Audience: Tell us why you want to go to The Social Shake-Up 2014 to be entered for a chance to win. Tweet: “I want to go to #socialshakeup because…”
    • 17. Upcoming Webinars May 20th Measurement: Best Practices on Turning Insight into Action #SMTLive

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