CMO Exchange 2014 - Customer Centricity in 2014 and Beyond


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“We were honored to be invited to host a session at this high caliber conference,” said Arke Vice President, Chris Spears. “We are passionate about educating the marketing technology community, and sharing the many benefits of a customer-centric digital focus. There are very specific steps businesses have to take to master digital marketing, and we are excited to help CMO Exchange attendees learn those steps and become more digitally self-aware.”

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CMO Exchange 2014 - Customer Centricity in 2014 and Beyond

  1. 1. Take What You Need, Leave The Rest @justinMreilly #ArkeMTA Page 2
  2. 2. Page 3
  3. 3. Customer Centricity "Not all customers are created equal. Not all customers deserve your company's best efforts. The customer is not always right. And as hard as a pill as this may be to swallow for some company's - there are good customers and then there is everyone else. The former group holds the key to your company's long-term profitability.“ – Pete Fader The journey towards Customer Centricity is creating a foundation for Improvisation Page 4
  4. 4. What Matters in 2014? Mobile Customer Experience Big Data Multi-Channel Attribution Page 5
  5. 5. Smith Airlines Page 6
  6. 6. Mobile Mobile Ad spend in 2013 - $9.6B (up from $4.4B in 2012) Mobile can’t be a Banner Ad Graveyard Mobile vs. Tablet distinction will be realized Adaptive Vs. Responsive Page 7
  7. 7. Customer Experience TV, Print and Radio aren’t dead, yet Automate & Target without being overwhelmingly creepy Create Content, a lot, often, and relevantly Page 8
  8. 8. “Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” - Dan Ariely Page 9
  9. 9. Big Data "The big challenge of Big Data, as with so many things, is the ability to focus not on what is possible, but on what is meaningful" - David Krajicek MVD – Minimum Viable Data The Most Powerful data is that data you already own. Privacy & Carrots. Page 10
  10. 10. Attribution Multi-Channel attribution realized in 2014 Nike: Social vs. Search dilemma Iterative Refinement There is no real perfect mix of tools. Page 11
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  14. 14. What is your biggest challenge in maturing your marketing capabilities? What is the Best Marketing Tool you use today? Why? If you could choose to know 1 Insight about your customer in 2014, what would it be? Why? Page 15
  15. 15. Discoverable Brochure “Look we have a website!” Web Presence Email Marketing is used, but only in mass mailing Extremely limited view of basic Site Analytics, Customer Interactions, Customer Voice and Conversion Metrics Page 16
  16. 16. Proactive  Intelligent Web Presence:  Understand visitor behavior through Profiling and Personas  Proficient use of Web Testing to Optimize Conversions & Experience  KPI’s tied to Strategic Objectives and measured towards specific Marketing Objectives  Still a manual Engagement Marketing Process  Little to no Marketing Automation  Early stage personalization Page 17
  17. 17. Predictive Predictive Analytics, DataDriven Marketing Decisions Agile Personalization Marketing cross-channel to individual users Automated Reactionary, Preventative & Predictive Content Marketing Capabilities Clear Customer Centric Strategy Page 18